Buick Celebrates Great 'Unseen' Moments in Women's Sports
Forty percent of athletes are women, yet they receive just 10 percent of media coverage. That stark disparity explains why you may have missed some scintillating moments in female college sports.
Buick focuses on such inequality in "See Her Greatness," a March Madness campaign created with Leo Burnett and Jack Morton Worldwide.
But don't expect to actually see Arike Ogunbowale's buzzer beater from the 2018 women's national championship basketball game between Notre Dame and Mississippi in the video above.
That clip and those below juxtapose audio, text and a pointed lack of visuals to illustrate the insufficient play NCAA women's games receive across most media platforms. This state of affairs robs fans of real-time thrills, while cheating young athletes out of much-deserved recognition that can lead to pro contracts and sponsorship deals.
You can watch those highlights at this dedicated site, and visit the campaign's YouTube channel for in-depth interviews and Q&A sessions with players and coaches. TOGETHXR, the media and commerce company launched by Alex Morgan, Chloe Kim, Simone Manuel and Sue Bird, helped develop that long-form content.
"As the auto brand with the largest percentage share of female buyers, Buick is committed to inclusivity and equality for women," says Anthony Biondo, who leads the media strategy, partnerships and experiential marketing at the nameplate. "We hope to see a rise in the viewership of women's sports and increase their representation in media coverage."
He adds: "With the upcoming 50th anniversary of Title IX, we want women to see a brighter future for themselves in athletics and beyond."
ESPN is preparing a raft of Title IX programming celebrating the landmark civil rights law and its enduring impact on female athletes. Last fall, Michelob Ultra pledged $100 million in media time to women's sports over the next five years. And this week, Degree invited fans to fill out women's March Madness brackets, noting that men's teams receive an inordinate share of such attention.
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