Togethxr: Pioneering Change in Women’s Sports Media

The successful emergence of a business often hinges on its ability to address existing service gaps. A case in point is Togethxr, a media company dedicated to advancing women’s sports coverage, which has seen a surge in viewership and engagement since its inception in 2021.

The Catalyst for Change in Women’s Sports

Before the rise of services like Uber, transportation was often cumbersome and unreliable. Similarly, women’s sports have historically struggled for visibility in mainstream media. Nancy Dubuc, executive chair of Togethxr, highlighted a paradox often cited in the industry: “Well, nobody wants to watch women’s sports,” said Dubuc, yet how could anyone know, she notes, if those sports are not readily accessible?

With strategic investments in organizations like Togethxr, founded by notable female athletes including Alex Morgan and Sue Bird, women’s sports viewership has increased dramatically. Dubuc noted that less than 2% of sports coverage previously focused on women’s sports, whereas today, that number is approaching 20%. “We have made tremendous progress in a short period of time, but there’s obviously still a ways to go,” she said.

Building Community Through Engagement

As a contemporary media entity, Togethxr is distinct in its emphasis on building a community for women’s sports supporters. Kati Hernandez, Togethxr’s Chief Content Officer, joined the company after realizing its potential to disrupt the traditional sports media landscape. “There was nothing like them that existed,” she remarked, emphasizing the profitability inherent in women’s sports, which was previously questioned.

Dubuc highlighted that Togethxr is dedicated to nurturing a community for women’s sports fans, both digitally and through in-person events. During the WNBA All Star Game, for example, Togethxr facilitated multiple activations and collaborated with brands like Aflac and TJ Maxx to bolster the sport’s visibility.

Adapting to the Digital Era

Dubuc’s extensive experience in traditional media, including roles as CEO at A&E Network and Vice, has not hindered her ability to foster a forward-thinking company culture suitable for today’s digital landscape. She pointed out the importance of understanding consumer behavior across various platforms, advocating for a business strategy that aligns with where consumers engage with content.

Adapting to changing environments has been crucial for Togethxr, particularly since its establishment during the pandemic. Dubuc mentioned the challenges faced in building an in-person company culture under remote conditions. However, the emphasis on participating in sporting events has emerged as a strategy to forge team cohesion.

Leveraging Collective Creativity

One of Togethxr’s core strengths lies in its nimble operations and collective creativity. With a small workforce of about 40 employees, the company actively encourages input from all team members. For instance, suggestions from younger staff members have led to innovative partnerships and merchandise initiatives, further enhancing revenue and visibility.

Partnerships with Creators: A Strategic Move

Togethxr’s success also illustrates the effectiveness of engaging with content creators to cultivate brand loyalty, particularly among younger audiences. “We partner with creators, not just with our brand,” said Hernandez, indicating that the company seeks not only to collaborate with leagues and teams but to invest in creators’ platforms as a part of their strategy.

Authenticity is a key criterion in selecting creators for collaboration. Hernandez stated, “I do not want to change or shape creators. I want to meet creators where they are,” allowing their unique voices to enhance Togethxr’s brand while generating a more engaged community.

Conclusion

The evolution of Togethxr serves as a template for other media organizations aiming to fill gaps in coverage and foster community in the sports landscape. As the demand for women’s sports content continues to grow, embracing innovative practices and authentic partnerships will be vital to maintaining and expanding viewership.