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NBC and Refinery29 Celebrates The Power of Women In Sports – OnHerTurf

NBC Sport and Refinery29 are coming together to support women in sport with creating a content strategy to run in social platforms.

The initial aim of the partnership between NBCUniversal and Refinery29 is to tell stories about female athletes. The partnership has been announced with an Instagram account, @onherturf, which is created to promote female athletes and other women in sports by sharing photos, videos and so on.

Currently, the posts on the Instagram account are highlighting different athletes from the Winter Olympic Games and this period is seen as a perfect opportunity for both partners to raise their voice for the upcoming inspirational stories that they will be telling about women.

One of the reasons that NBC finds this partnership meaningful at the first stage is that Refinery29 is a global media and entertainment company focused on celebrating women, their diverse voices and experiences; telling stories through multiple channels and content categories. Thus, the publisher is seen as a perfect match with NBC’s point to engage their female base.


Jenny Storms, CMO of NBC Sports Group, shared:

This will be beyond spots and dots. Sponsors will be interested in this because we’ve seen partners attach themselves over the past year when it comes to stories of female empowerment.

Josh Spiegelman, managing director of Spotlight, Mindshare North America’s sports and entertainment practice, added:

There’s an opportunity for brands here, particularly those marketers looking to align their brands with the idea of female empowerment. I’d be interested in seeing what they do next with custom content solutions for advertisers


Refinery29 has a dedicated team of three, working full-time for On Her Turf project with also other team members, working part-time. NBC Sports is also supplying the publisher with its original content including sports-related videos, and helping in programming as well as distribution with its social team support.

Even we have recently read news about NBCUniversal has been investing for content related partnerships such as the announcement of joint venture digital content studio with Snap Inc., it’s shared that NBCUniversal is not an investor in this partnership with Refinery29.

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