Togethxr, iHeartMedia launch *Everyone Watches Women’s Sports* podcast
Togethxr, founded by Jessica Robertson and athletes like Alex Morgan and Sue Bird, partnered with iHeartMedia to launch a weekly podcast, *Everyone Watches Women’s Sports*, to tap into the booming dem
Togethxr, the sports media company founded by Jessica Robertson and a roster of elite female athletes including Alex Morgan and Sue Bird, has official
Read Full Story at Variety →Why This Matters
The partnership between Togethxr and iHeartMedia signals a strategic attempt to reshape media narratives around women’s sports by leveraging influential platforms. By centering a weekly podcast on the cultural and commercial significance of women’s athletics, the initiative challenges long-standing disparities in media coverage and sponsorship allocation.
Background Context
Women’s sports have historically received less than 5% of total sports media coverage despite commanding growing fan bases and viewership. Founded in 2020, Togethxr emerged as a collective of elite athletes and media professionals aiming to bridge this gap through storytelling and advocacy, backed by figures like Alex Morgan and Sue Bird.
What Happens Next
If the podcast gains traction, it could pressure mainstream networks to prioritize women’s sports content or even prompt rival platforms to launch competing shows. The long-term test will be whether this initiative translates into measurable shifts in sponsorship dollars and broadcast deals for female athletes.
Bigger Picture
This move aligns with a broader cultural reckoning in sports media, where audience demand for women’s leagues—evidenced by record-breaking viewership in events like the FIFA Women’s World Cup—collides with persistent institutional inertia. Platforms that fail to adapt risk losing younger, socially conscious audiences to alternative media ecosystems.
