“This brand is certainly for this generation, it’s for our co-founders and their teammates, and this collective women’s sports landscape, but it’s really for the next generation,” chief content officer Jessica Robertson told CNN. “It’s so young girls can see themselves reflected in the stories that we tell, that they have a place to go that feels like they’re bigger than themselves, gives them something to aspire to, and to be seen and heard and recognized.”
She said men’s sports dominate the airwaves, despite the growing number of female athletes.
“The paradox is coverage has gone down while more and more girls and women are playing sports,” LaVoi said in an email. “And now high profile women athletes, like those in TOGETHXR, are taking this lack of coverage into their own hands and disrupting the existing landscape of media coverage that has benefited and overrepresented men.”
She said many of their best stories came from female athletes, but women’s sports get only a fraction of the coverage of men’s sports.
“When you have low visibility, it’s really hard to grow your fan base and grow interest. Less people are buying tickets, literally, there aren’t people in the seats,” Robertson said. “If there’s not a lot of fandom and a want to see the stories or watch these games, then there’s a lack of investment from corporations and big brand partners.”
She hopes the new company will break that cycle.
The company is operated and funded by Magnet Companies, a private equity-backed holding company.
Robertson said the company will create daily short-form content for Instagram, TikTok and other social media channels as well as original content for their YouTube channel and other streaming services.
The company released a trailer for its first docuseries called “Fenom,” which highlights 17-year-old boxer Chantel “Chicanita” Navarro, who hopes to fight in the Olympics.
She said the co-founders will be active in the company and have projects that they’re interested in developing for the brand — as executive producers, creative directors and in some cases, as talent.
“They’re really helping us continue to set the vision for where this can go,” Robertson said. “It comes from them. They know this space, this is their space, this is their identity.”
Morgan plays for the Orlando Pride professional woman’s soccer team and has won two World Cup championships and an Olympic gold medal with the US Women’s National Soccer team.
Source : Nbcnewyork