Aflac

Aflac Is Tapping Powerful Partnerships to Boost Women’s Basketball

When supplemental insurance company Aflac asked legendary women’s basketball coach Dawn Staley to participate in its March Madness campaign, they also asked Staley how they could help boost women’s basketball. It was more than just good timing. (Staley’s South Carolina Gamecocks went on to win the 2024 championship in the most-watched game in women’s college basketball history.) It was the beginning of a powerful partnership to tackle some of the toughest equity issues facing women’s college basketball. Together, with the Women’s Basketball Coaches Association, they made “Dawn’s List,” which aims to increase awareness of outstanding players and coaches, enhance the fan experience at games and provide more opportunities for players to engage with their communities. Aflac also helped boost women’s basketball in 2024 with a new partnership with sports media company TOGETHXR. The two orgs launched star-studded college hoop watch parties for the women’s March Madness games.

By Cristina Cala