“Raise the Bar” campaign has grown to more than 100 bars nationwide pledging to show the women’s tournament on at least half of their TVs
LOS ANGELES (March 19, 2026) – At the peak of the women’s college basketball season, TOGETHXR, the fastest-growing and most engaging women’s sports media company, and Aflac, the leading provider of supplemental health insurance in the U.S.1, today announced their renewed partnership and the return of the “Raise the Bar” campaign. Continuing to celebrate and amplify women’s sports, more than 100 bars nationwide have pledged to “Raise the Bar” and show the women's tournament on at least half of their TVs.
To bring fans together throughout the tournament, the partnership will also feature watch parties hosted at women’s sports bars nationwide, including the marquee event at Seattle’s Rough & Tumble on Saturday, March 28, as the final eight teams battle it out. The full-day event will feature special guest appearances, including the hilarious duo of Syd and TP – Sydney Colson and Theresa Plaisance – hosts of the hit TOGETHXR podcast “Unsupervised,” giveaways for the first 50 fans through the door, along with more surprises to be announced.
“March basketball can be stressful when brackets are busted, but it pales in comparison to the financial strain people face when health insurance ends and medical bills begin,” said Aflac Senior Vice President and Chief Marketing Officer Garth Knutson. “Closing that gap is more than a message for us. It reflects Aflac’s commitment to supporting our policyholders when they need us most. That same commitment is why we’re proud to continue our partnership with TOGETHXR through the Raise the Bar campaign, supporting fans by helping address disparities in viewership and visibility for the women’s tournament.”
In 2023, Aflac and TOGETHXR partnered with The Sports Bra, the first sports bar dedicated to supporting and showcasing women’s sports. Over two days of watch parties hosted by Syd and TP, fans gathered for marquee basketball matchups, giveaways and appearances by stars of the game.
To extend the celebration to communities across the country, the partnership will also bring watch party kits known as “Duck Drops” to 10 women’s sports bars with a proven dedication to raising the bar for women’s athletics. Designed to amplify the watch party atmosphere at 1972 Pub (Austin), Babe’s Sports Bar (Chicago), Whiskey Girl Tavern (Chicago), The W Sports Bar (Cleveland), The 99ers Sports Bar (Denver), The Dub (Kansas City), SET The Bar (Omaha), Marsha’s (Philadelphia), A Bar of Their Own (Minneapolis) and Untamed Spirits (Los Angeles), each drop includes co-branded merchandise for fans, from cups to temporary tattoos and mini Aflac plush ducks.
Since introducing the "Raise the Bar” campaign in 2023, the program has grown year over year, filling the disparities in accessibility to women’s sports media coverage.
“Aflac is a phenomenal partner and remains a consistent leader in both supporting and investing in women’s sports,” said Lauren Toilla, TOGETHXR Senior Vice President of Brand Partnerships. “In partnership, we are increasing the visibility of women’s sports while also providing fans with more opportunities to discover and watch the sporting events they love."
As an early mover in women’s sports, Aflac has led the way for brands across industries to rally around and invest in women’s athletics. Aflac and TOGETHXR have collaborated on initiatives that celebrate women athletes and bring fans closer to the game, including watch parties at The Sports Bra (the first sports bar in the U.S. dedicated to women's sports), the Queens of the Court Party during a star-studded professional women’s basketball weekend and the “Downward Duck” social content series.
ABOUT AFLAC INCORPORATED
Aflac Incorporated (NYSE: AFL), a Fortune 500 company, has helped provide financial protection and peace of mind for more than seven decades to millions of policyholders and customers through its subsidiaries in the United States 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 20 consecutive years (2026) and Fortune’s World’s Most Admired Companies for 24 years (2025). 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 2024 U.S. Supplemental Health Insurance Total Market Report
ABOUT TOGETHXR
TOGETHXR is the fastest growing, most popular, and most engaging women's sports brand. The trailblazing media and commerce company has generated more than $6 million in revenue from its trademarked slogan and product line that boldly state an undeniable truth: "Everyone Watches Women's Sports." Co-founded by sports media veteran Jessica Robertson alongside four of the world's greatest professional athletes: Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, TOGETHXR focuses on rich storytelling rooted in lifestyle and youth culture. TOGETHXR highlights a diverse and inclusive community of game-changers, culture shapers, thought leaders, and barrier breakers – finding and sharing the stories of women doing the same. As one of the most compelling platforms for women in sports and culture, TOGETHXR's in-house production studio has developed a slate of premium scripted and unscripted content, streaming on platforms such as Amazon Prime and FuboTV among others.
MEDIA CONTACTS
Aflac
Adrienne Bentley, abentley@aflac.com
Aflac | Aflac New York | WWHQ | 1932 Wynnton Road | Columbus, GA 31999
TOGETHXR
Christa Mann, cmann@togethxr.com or press@togethxr.com
