TurboTax backs "Between the Lines" relaunch to reach WNBA fans during tax season

TurboTax leans on WNBA storytelling to reach tax filers

Intuit’s TurboTax is presenting the relaunch of Just Women’s Sports’ interview series Between the Lines, the companies announce on Feb. 19, 2026, in a bid to connect with growing audiences around the WNBA. The series, hosted by Hall of Famer and Olympic gold medallist Lisa Leslie, returns with Indiana Fever guard Kelsey Mitchell as the first guest and will tape a live episode at the women’s Final Four in Phoenix. TurboTax frames the sponsorship as part of an integrated marketing push timed to peak tax‑season engagement.

The relaunch leverages long‑form, candid conversations with players, coaches and league leaders and combines topical interviews with live fan activations and digital‑first distribution across YouTube, audio platforms and social channels. Just Women’s Sports says episodes publish weekly and that clips and highlights will be widely distributed to deepen fan engagement. Intuit’s continued backing follows a prior collaboration to launch the Sports Are Fun! initiative and signals a sustained focus on original programming as a means to create sponsor value and cultural visibility for both the brand and the league.

Marketing experts say the tie‑up allows TurboTax to reach a younger, more diverse sports audience and to humanise tax‑season messaging by associating it with athlete stories and live experiences. The sponsorship also gives TurboTax direct access to in‑venue activations and digital content ecosystems where conversion pathways — from awareness to product sign‑up — can be measured and optimised. For Intuit, the effort represents a blend of brand‑building and performance marketing that seeks to convert cultural momentum around women’s sports into customer acquisition during a critical seasonal window.

Tax season context tightens messaging

The partnership unfolds against an early tax‑season backdrop in which the IRS reports average refunds are higher so far this season — roughly $2,476 as of Feb. 13, up from $2,169 a year earlier — a datapoint TurboTax can cite in consumer outreach and filing promotions. Higher average refunds and a slightly slower filing pace change consumer sentiment and may affect how tax software firms time promotions and product features.

Digital distribution and experiential reach

Just Women’s Sports’ digital‑first model and the live Final Four taping give TurboTax content assets that are both evergreen and event‑driven, enabling social amplification and measurement. The move reflects broader industry trends where fintech and tax software firms partner with lifestyle and sports media to extend reach beyond traditional advertising.