Brief
JPMorgan Chase partners with Togethxr to reach women’s sports fans without league rights
The bank’s activation at the Women’s Final Four and WNBA All‑Star Weekend shows a new route to fans without traditional league deals.
By Felo News Desk · Published
JPMorgan Chase teamed with media‑commerce platform Togethxr to reach women’s sports audiences at events where it does not hold league sponsorship, according to Adweek.
What happened
At the Women’s Final Four in Phoenix, Togethxr opened a "Togethxr House" that hosted a Chase pop‑up shop featuring WNBA guard Tiffany Hayes and the artist collective Round21. Chase cardholders could purchase products on site. The partnership was repeated at the WNBA All‑Star Weekend in Chicago, where Togethxr recorded its "Everyone Watches Women’s Sports" podcast and Chase offered presale tickets and a VIP experience for wealth‑management clients.
What the reports add
Adweek notes that Chase cannot activate traditionally because it lacks league rights, so it uses Togethxr’s event‑based venues to engage fans. The bank’s analysis found only a 5‑6% overlap between its NBA and WNBA card‑transaction customers, but those fans are younger and more affluent, matching Chase’s target demographic.
What was said
"We do not have league sponsorship, so we can’t activate traditionally within the boundaries," Tara Bakhle, executive director of sports and entertainment marketing strategy at JPMorgan Chase, told the ADWEEK House panel.
How it came about
Togethxr, founded by athletes Alex Morgan, Sue Bird, Chloe Kim and Simone Manuel, sets up near major women’s sports events without being a sanctioned partner, giving brands like Chase a way to reach fans who travel to those events.
Key facts
- JPMorgan Chase partnered with Togethxr for a pop‑up shop at the Women’s Final Four in Phoenix. (adweek.com)
- Chase cardholders could buy products on site and later received presale tickets at the WNBA All‑Star Weekend in Chicago. (adweek.com)
- Chase found only a 5‑6% overlap between its NBA and WNBA card‑transaction customers, who are younger and more affluent. (adweek.com)
Sources
- [1] adweek.com — originally reported as “How JPMorganChase Tapped Togethxr to Reach Women's Sports Fans Without League Rights”
