Everyone is aware of the “Everyone Watches Women’s Sports” T-shirt.
The authentic was launched by media and e-commerce firm Togethxr in December 2023, simply in time for a revolutionary women’s March Madness. In 2024, “Everyone Watches Women’s Sports” merch introduced in greater than $6 million in income for Togethxr, and as of this month, merch income is as much as greater than $8 million, in line with the corporate.
The curiosity doesn’t appear to be slowing down any time quickly. When Togethxr introduced “Everyone Watches Women’s Hockey” merch the week following Team USA’s gold medal win, tens of 1000’s of individuals signed up for the waitlist inside days, Jessica Robertson, the corporate’s co-founder and chief model officer, informed Marketing Brew.
“There was a question that we had internally, because ‘Everyone Watches Women’s Sports’ as a product was so successful…would there be some sort of market fatigue?” Robertson mentioned. “What we’re finding is [that] because fandom is so personal, everyone wants one that feels like theirs.”
Togethxr celebrated its five-year anniversary earlier this month, and the corporate desires to be referred to as greater than the proprietor of a shirt that’s turn out to be synonymous with women’s sports fandom. It’s first and largest income generator was model partnerships, Robertson mentioned, and the trajectory of sponsorship curiosity over the years mirrors the evolution of women’s sports advertising methods—and Togethxr’s position in the ecosystem.
It’s insanity
Robertson and her co-founders—basketball legend Sue Bird, soccer icon Alex Morgan, Olympic gold-medal snowboarder Chloe Kim, and Olympic gold-medal swimmer Simone Manuel—formally debuted the model in March of 2021, simply weeks earlier than the NCAA faced scrutiny for unequal situations for males’s and women’s gamers throughout March Madness. (At the time, the women’s event wasn’t allowed to make use of “March Madness” branding, whereas athletes described behind-the-scenes disparities in services and meals. The NCAA changed the branding rule forward of the 2022 event.)
The controversy had a ripple impact that prolonged to sponsors, a few of which started to query if their investments have been contributing to the inequality, Robertson mentioned. At Togethxr, there was “a firehose of inbound from brand partners who were like, ‘We’ve been part of the problem,’” she mentioned.
In the years since, the corporate has continued to embrace stay occasions surrounding basketball. Events and neighborhood experiences like March Madness watch events, which Togethxr has hosted in partnership with manufacturers like Aflac, are a key income driver for the corporate, Robertson mentioned.
Beyond the March Madness activations, Togethxr has had a rising presence at WNBA All-Star Weekend, Bailey Williamson, SVP of partnerships, informed us. Last 12 months, her workforce placed on 9 occasions over the course of the weekend, every with a special companion, together with Bumble, Cover Girl, EA Sports, and Dick’s Sporting Goods.
Even so, there’s a scarcity of stay shoulder programming surrounding women’s sports tentpoles, one thing Robertson mentioned she hopes to see change.
“Only in the past couple years has WNBA All-Star, even Women’s Final Four, started to feel like this big event that you can’t possibly miss,” she mentioned. “In order for this space to grow, especially as we see more teams, more leagues, more players, more media come into the space, we need more inventory. We’re not even meeting the demand at this point.”
Merch mania
Another main space of the women’s sports ecosystem with a historical past of unmet demand is the merch market. Togethxr has approached the area methodically, focusing on culturally related sports, groups, and leagues, gut-checking concepts in opposition to viewers knowledge, and staying versatile to verify drops land at moments of most impression, Robertson mentioned.
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One notable instance: Togethxr had initially deliberate to launch its “Everyone Watches Women’s Hockey” line throughout the present PWHL season however moved up the date given the excitement across the sport throughout the Olympics, she mentioned.
Other drops, like Togethxr’s tennis collab with Nike, are deliberate with an extended runway. “Because we knew the US Open was coming, we were very mindful about giving enough time to promote that product [to] get a taste and appetite for that product,” Robertson mentioned.
In addition to producing income for Togethxr and filling the market hole in women’s sports merch, the “Everyone Watches Women’s Sports” merchandise are like a “walking, talking billboard for Togethxr as a brand” to potential model companions, Williamson mentioned.
When Williamson began pitching partnerships at Togethxr three years in the past, it was one thing of an uphill battle, with conversations largely centered on educating entrepreneurs about alternatives in women’s sports, she mentioned. In the final 12 months or so, there’s been a shift.
“It’s felt like brands are seeking a path of ownership within women’s sports,” Williamson mentioned.
Williamson mentioned the corporate’s fame amongst athletes (partially as a result of its founders, and partially as a result of its early work) and Togethxr’s willingness to be versatile and customise campaigns for model companions helps the corporate stand out in comparison with another sports establishments.
“There’s a lot of restrictions,” Williamson mentioned. “We all work in this circular but uplifting motion, but it’s a little bit easier to partner with us in a more unbridled way than sometimes it may feel like with a team or a league.”
Content, content material
Robertson mentioned she’s desirous to proceed growing Togethxr’s slate of content material and authentic programming, like its podcasts. Last month, the corporate inked a take care of the company Horizon Sports & Experiences centered on women’s sports storytelling. Their three way partnership, IX to Five, has already introduced upcoming content material with WNBA gamers Courtney Williams and Natisha Hiedeman (aka the StudBudz) and Sportsish Founder Lily Shimbashi. (Togethxr is an fairness companion of Sportsish.)
Togethxr additionally just lately partnered with Aveeno on an editorial venture referred to as “The Strength Issue,” which options digital, social, and print content material with ballet dancer Misty Copeland, WNBA participant Cameron Brink, Paralympic swimmer Ali Truwit, and NWSL and USWNT participant Sophia Wilson.
The workforce at Togethxr plans to proceed bringing extra athlete and creator voices to its platform, Robertson mentioned, constructing its personal viewers whereas additionally persevering with to drive urge for food for women’s sports.
“We want to be the storyteller of record for women’s sports,” she mentioned. “We’re not live rights holders, but there’s plenty of storytelling to be done, pre, during and post a live event…Storytelling as a catch-all is such an important driver in the larger ecosystem.”