How Togethxr's ‘Everyone Watches Women's Sports' Is Changing The Game

Forbes

04-04-2025

Togethxr cofounders Alex Morgan, Chloe Kim, Simone Manuel and Sue Bird—alongside media executive ... More Jessica Robertson—are leading a movement that's redefining women's sports, proving that Everyone Watches Women's Sports is more than a slogan—it's a cultural shift.
'No one watches women's sports' has long been a common narrative among mainstream media. A few short years ago, women's sports felt like an afterthought tucked behind men's leagues in media coverage and sidelined in sponsorships, treated more like a charity case than a cultural force. Games were played in half-empty arenas, and broadcast deals were minimal. But today, that narrative has been shattered. The stadiums are packed. The ratings are climbing, and a new generation of athletes and fans are rewriting the rules.
At the forefront of this cultural shift is Togethxr, a media and commerce brand founded by four global sports stars—Alex Morgan, Chloe Kim, Simone Manuel and Sue Bird—who teamed up with sports media veteran Jessica Robertson. These leaders didn't just observe the change; they helped ignite it with a simple, powerful mantra: Everyone Watches Women's Sports.
'It just felt like the right anthem,' Robertson states about the mantra, 'the right slogan for women's sports, the right attitude at the right time, and it's become not just now our company slogan and mantra, which we've carried through for the last couple of years, but this unifying anthem across all of sports.'
The slogan was born from a revelation during the 2023 NCAA Women's Final Four in Dallas. 'That year broke audience and attendance records,' Robertson recalled. 'We looked at each other and said, 'You can't say no one watches women's sports anymore.' One of our colleagues replied, 'No—everyone watches women's sports.'' What started as an internal company mantra has grown into a cultural phenomenon that challenges outdated narratives and embraces women's sports for what they are: culturally relevant, exciting and good business.
Togethxr's mission has resonated beyond words. Over the past year, women's sports have shattered viewership records. The 2024 NCAA Women's Basketball Championship (March Madness) final between South Carolina and Iowa drew a record-breaking 18.9 million viewers, the most-watched college basketball game (men's or women's) on ESPN platforms, and the first time a women's final exceeded the men's in viewership.
WNBA attendance rose by over 16%, and media coverage has expanded significantly, driven by fan demand and athlete star power. This momentum is only building as anticipation swells for this year's Women's March Madness Final Four tipping off tonight, with players like Paige Bueckers (UConn) and Lauren Betts (UCLA) as household names.
Founder Alex Morgan and cofounder Jessica Robertson. 'Everyone Watches Women's Sports' is a cultural ... More movement.
The company has played a pivotal role in driving this momentum by creating meaningful partnerships with legacy brands. Since its launch, the company has built alliances with global names like Aflac, TJ Maxx, and most notably, Nike. 'When we launched 'Everyone Watches Women's Sports' as a consumer product, it became a unifying anthem,' Robertson said. 'Nike, one of our long-time partners, saw the proof of concept and the community it inspired. Our missions aligned, and together, we've unlocked what global impact in women's sports can really look like.'
These collaborations aren't just symbolic—they're strategic. They bring visibility, resources and cultural capital to women's sports, shifting the conversation from charity to smart, future-facing investment. As Robertson explains, 'Women's sports have often been treated as a cause or charity—the 'right thing to support.' But now, it's just really cool, really great business. If you're not into it, you're just dated.'
Its trademarked slogan generated over $6 million in revenue in 2024 alone, including 20,000 units sold during just three days of March Madness. The brand's recent collaboration with Nike further cemented its influence with a co-branded apparel collection designed to elevate women athletes through fashion and cultural relevance.
Beyond merchandise, the brand is telling more inclusive stories across platforms. The company's in-house production studio has developed a slate of premium scripted and unscripted content that is now streaming on platforms like Amazon Prime and FuboTV. In March, it expanded into publishing with its first book, Play It Forward, a collection of 25 inspirational stories celebrating women's voices and victories in sports.
NEW YORK, NEW YORK - SEPTEMBER 21: Jessica Robertson, Cofounder, Togethxr speaks at the Fast Company ... More Innovation Festival at Convene on September 21, 2023 in New York City. (Photo byfor Fast Company)
For companies looking to follow in Togethxr's footsteps and build a true movement—not a moment or a moral cause—Robertson offers three key pieces of advice:
Looking ahead, Togethxr is planning an exciting lineup of activations for the 2025 NCAA Women's Final Four, including a co-branded launch event with Nike in Tampa, a youth athlete day of play and a high-profile event with Aflac featuring major athletes. They'll also host a live taping with sports icons Sue Bird, Megan Rapinoe, and Diana Taurasi, showing that storytelling remains a core part of their strategy.
Robertson's ultimate vision? 'I want Togethxr to be the most influential brand in sports,' she said. 'We're not just telling stories. We're creating the future of sports.'