Everyone knows the \u201cEveryone Watches Women\u2019s Sports\u201d T-shirt.<\/p>\n
The original was introduced by media and e-commerce company Togethxr in December 2023, just in time for a revolutionary women\u2019s March Madness. In 2024, \u201cEveryone Watches Women\u2019s Sports\u201d merch brought in more than $6 million in revenue for Togethxr, and as of this month, merch revenue is up to eight figures, according to the company.<\/p>\n
The interest doesn\u2019t seem to be slowing down any time soon. When Togethxr announced \u201cEveryone Watches Women\u2019s Hockey\u201d merch the week following Team USA\u2019s gold medal win, tens of thousands of people signed up for the waitlist within days, Jessica Robertson, the company\u2019s co-founder and chief brand officer, told Marketing Brew.<\/p>\n
\u201cThere was a question that we had internally, because \u2018Everyone Watches Women\u2019s Sports\u2019 as a product was so successful\u2026would there be some sort of market fatigue?\u201d Robertson said. \u201cWhat we\u2019re finding is [that] because fandom is so personal, everyone wants one that feels like theirs.\u201d<\/p>\n
Togethxr celebrated its five-year anniversary earlier this month, and the company wants to be known as more than the proprietor of a shirt that\u2019s become synonymous with women\u2019s sports fandom. It\u2019s first and biggest revenue generator was brand partnerships, Robertson said, and the trajectory of sponsorship interest over the years mirrors the evolution of women\u2019s sports marketing strategies\u2014and Togethxr\u2019s role in the ecosystem.<\/p>\n
It\u2019s madness<\/h2>\n
Robertson and her co-founders\u2014basketball legend Sue Bird, soccer icon Alex Morgan, Olympic gold-medal snowboarder Chloe Kim, and Olympic gold-medal swimmer Simone Manuel\u2014officially debuted the brand in March of 2021, just weeks before the NCAA faced scrutiny for unequal conditions for men\u2019s and women\u2019s players during March Madness. (At the time, the women\u2019s tournament wasn\u2019t allowed to use \u201cMarch Madness\u201d branding, while athletes described behind-the-scenes disparities in facilities and food. The NCAA changed the branding rule ahead of the 2022 tournament.)<\/p>\n
The controversy had a ripple effect that extended to sponsors, some of which began to question if their investments were contributing to the inequality, Robertson said. At Togethxr, there was \u201ca firehose of inbound from brand partners who were like, \u2018We\u2019ve been part of the problem,\u2019\u201d she said.<\/p>\n
In the years since, the company has continued to embrace live events surrounding basketball. Events and community experiences like March Madness watch parties, which Togethxr has hosted in partnership with brands like Aflac, are a key revenue driver for the company, Robertson said.<\/p>\n
Beyond the March Madness activations, Togethxr has had a growing presence at WNBA All-Star Weekend, Bailey Williamson, SVP of partnerships, told us. Last year, her team put on nine events over the course of the weekend, each with a different partner, including Bumble, Cover Girl, EA Sports, and Dick\u2019s Sporting Goods.<\/p>\n
Even so, there\u2019s a lack of live shoulder programming surrounding women\u2019s sports tentpoles, something Robertson said she hopes to see change.<\/p>\n
\u201cOnly in the past couple years has WNBA All-Star, even Women\u2019s Final Four, started to feel like this big event that you can\u2019t possibly miss,\u201d she said. \u201cIn 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\u2019re not even meeting the demand at this point.\u201d<\/p>\n
Merch mania<\/h2>\n
Another major area of the women\u2019s sports ecosystem with a history of unmet demand is the merch market. Togethxr has approached the space methodically, targeting culturally relevant sports, teams, and leagues, gut-checking ideas against audience data, and staying flexible to make sure drops land at moments of maximum impact, Robertson said.<\/p>\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
One notable example: Togethxr had initially planned to release its \u201cEveryone Watches Women\u2019s Hockey\u201d line during the current PWHL season but moved up the date given the buzz around the sport during the Olympics, she said.<\/p>\n
Other drops, like Togethxr\u2019s tennis collab with Nike, are planned with a longer runway. \u201cBecause 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,\u201d Robertson said.<\/p>\n
In addition to generating revenue for Togethxr and filling the market gap in women\u2019s sports merch, the \u201cEveryone Watches Women\u2019s Sports\u201d products are like a \u201cwalking, talking billboard for Togethxr as a brand\u201d to potential brand partners, Williamson said.<\/p>\n
When Williamson started pitching partnerships at Togethxr three years ago, it was something of an uphill battle, with conversations largely focused on educating marketers about opportunities in women\u2019s sports, she said. In the last year or so, there\u2019s been a shift.<\/p>\n
\u201cIt\u2019s felt like brands are seeking a path of ownership within women\u2019s sports,\u201d Williamson said.<\/p>\n
Williamson said the company\u2019s reputation among athletes (partially due to its founders, and partially due to its early work) and Togethxr\u2019s willingness to be flexible and customize campaigns for brand partners helps the company stand out compared to some other sports institutions.<\/p>\n
\u201cThere\u2019s a lot of restrictions,\u201d Williamson said. \u201cWe all work in this circular but uplifting motion, but it\u2019s 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.\u201d<\/p>\n
Content, content<\/h2>\n
Robertson said she\u2019s eager to continue developing Togethxr\u2019s slate of content and original programming, like its podcasts. Last month, the company inked a deal with the agency Horizon Sports & Experiences focused on women\u2019s sports storytelling. Their joint venture, IX to Five, has already announced upcoming content with WNBA players Courtney Williams and Natisha Hiedeman (aka the StudBudz) and Sportsish Founder Lily Shimbashi. (Togethxr is an equity partner of Sportsish.)<\/p>\n
Togethxr also recently partnered with Aveeno on an editorial project called \u201cThe Strength Issue,\u201d which features digital, social, and print content with ballet dancer Misty Copeland, WNBA player Cameron Brink, Paralympic swimmer Ali Truwit, and NWSL and USWNT player Sophia Wilson.<\/p>\n
The team at Togethxr plans to continue bringing more athlete and creator voices to its platform, Robertson said, building its own audience while also continuing to drive appetite for women\u2019s sports.<\/p>\n
\u201cWe want to be the storyteller of record for women\u2019s sports,\u201d she said. \u201cWe\u2019re not live rights holders, but there\u2019s plenty of storytelling to be done, pre, during and post a live event\u2026Storytelling as a catch-all is such an important driver in the larger ecosystem.\u201d<\/p>\n
Correction 03\/13\/2026: This piece has been updated to reflect that as of March 2026, merch revenue from \u201cEveryone Watches Women\u2019s Sports\u201d is eight figures, not $8 million.<\/em><\/p>\n<\/div>\n