2023

How Aflac Is Closing the Sports Gender Gap by Prioritizing Women's Teams in March Madness

As part of its 2023 March Madness® spend, Aflac allocated a significant portion of its on-site activation and advertising budget to focus on women's basketball. The campaign starring Dawn Staley and Coach K came after the brand shifted its spending to the women's tournament.

The program aimed to create an optimal distribution of augmented funding in women's sports, empowering players and inspiring fans while enhancing their experience during the women's NCAA tournament. Coach Staley, a co-star in Aflac's March Madness advertising spot, joined with another soon-to-be-announced coaching legend. The advertising will continue to emphasize Aflac's commitment to helping close the medical debt gap, inspiring hope for a more equitable future.

"I've always said that equity in sports is more than swag bags, branding, and signage. It's about working with partners and advertisers like Aflac that use their dollars to close the gap," said Staley. "Change is long overdue, and I'm proud to partner with Aflac and show the power of investing in women's basketball."

Aflac, an official NCAA Corporate Partner since 2021, is committed to a third year. For the 2023 tournament, Aflac's plan includes a robust advertising strategy during women's basketball, with over 30 spots. This commitment to diversity in advertising, in addition to running 10 spots during the men's tournament, aims to make all fans feel included and valued.

"Aflac is proud to help shine a bright light on some of the best female athletes in the world as they compete to fulfill their dreams of a national championship," said Garth Knutson, Head of Marketing, Aflac. "With the help of Coach Staley, the NCAA, and other influential individuals interested in growing women's sports, for 2023, we called to distribute additional advertising and marketing dollars to help support and advocate for a better player and fan experience in the women's tournament."