Continued partnership launches Raise the Bar campaign for equal basketball tournament tune-ins from March 17-April 6
TOGETHXR.com published a digital map featuring bars where everyone can watch women's sports
LOS ANGELES and COLUMBUS, Ga., March 18, 2025 -- As the originator of the Everyone Watches Women's Sports™ mantra, trailblazing media and commerce company TOGETHXR is once again teaming up with Aflac – the leading provider of supplemental health insurance in the U.S.1 – to increase women's sports viewership during the height of the women's college basketball season. Through their renewed partnership, TOGETHXR and Aflac announced the launch of Raise the Bar, a campaign that encourages bars around the country to pledge to show the NCAA Women's Basketball Tournament on at least 50% of their TVs from March 17-April 6.
As a part of the campaign, TOGETHXR and Aflac generated an interactive digital map that serves as a guiding resource of bar destinations across the country, where women's sports fans can watch tournament action. The digital map will be available at TOGETHXR.com and will be visible through featured posts on the @TOGETHXR and @GETTOGETHXR Instagram accounts.
"TOGETHXR is proud to continue our partnership with Aflac, united in our commitment to create spaces where everyone can come together to celebrate women's sports," said Lauren Tolila, TOGETHXR's Head of Integrated Marketing. "Whether lifelong fans or newcomers to the game, we're dedicated to amplifying women athletes, their competitions and their stories."
Last year, Aflac joined forces with TOGETHXR to expand coverage and increase viewership of women's basketball. Through impactful activations such as the NCAA-WBB Sweet Sixteen Watch Parties in partnership with The Sports Bra (the first sports bar in the United States dedicated to women's sports), the WNBA All-Star Weekend's Queens of the Court Party and the Downward Duck Social Series, this partnership has elevated the voices of female athletes and brought fans closer to the game.
"At Aflac, we are proud to champion women's sports and help amplify the momentum of women's college basketball," said Aflac's Senior Vice President and Chief Marketing Officer Garth Knutson. "Through our continued partnership with TOGETHXR, we're creating more opportunities for fans to gather, cheer and celebrate the incredible talent on the court. By increasing visibility and accessibility, we're excited to fuel the growing energy and passion around the game."
TOGETHXR and Aflac have also partnered on X Marks the Spot, presented by Aflac — an informational hub highlighting every sports bar across the country dedicated to celebrating women's sports.
For more information on Raise the Bar or X Marks the Spot, please visit TOGETHXR.com.
ABOUT AFLAC INCORPORATED
Aflac Incorporated (NYSE: AFL), a Fortune 500 company, has helped provide financial protection and peace of mind for nearly seven decades to millions of policyholders and customers through its subsidiaries in the U.S. and Japan. In the U.S., Aflac is the No. 1 provider of supplemental health insurance products.1 In Japan, Aflac Life Insurance Japan is the leading provider of cancer and medical insurance in terms of policies in force. The company takes pride in being there for its policyholders when they need us most, as well as being included in the World's Most Ethical Companies by Ethisphere for 18 consecutive years (2024) and Fortune's World's Most Admired Companies for 23 years (2024). In addition, the company became a signatory of the Principles for Responsible Investment (PRI) in 2021 and has been included in the Dow Jones Sustainability North America Index (2024) for 11 years. To find out how to get help with expenses health insurance doesn't cover, get to know us at aflac.com or aflac.com/español. Investors may learn more about Aflac Incorporated and its commitment to corporate social responsibility and sustainability at investors.aflac.com under "Sustainability."
1 LIMRA 2023 U.S. Supplemental Health Insurance Total Market Report
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