Snapchat, TOGETHXR Help Women Athletes Monetize Their Brands

Quick listen: How Snapchat is helping women athletes own their brand story — in under 2 minutes.

Nine athletes, one goal: turning talent on the field into influence and income online.

Snapchat and TOGETHXR are backing that vision with “Snap the Gap,” a new content accelerator helping participants grow their audiences and earnings through digital storytelling.

Announced July 15, the partnership aims to give athletes more control over their image and income.

Athletes will receive mentorship from Snapchat and content guidance from TOGETHXR, co-founded by Morgan, Bird, Kim, and Manuel.

The program helps athletes share their stories directly with fans on the social media platform, which draws over 170 million sports viewers monthly.

WNBA content alone has more than tripled in the past year on the platform.

Michelle Alozie, a forward for the Houston Dash and Nigeria, shared why the opportunity resonates with her both personally and professionally.

“Snapchat is a platform I use often, and I’m excited to continue to grow my brand doing something that I genuinely enjoy.

Snapchat and TOGETHXR are making it possible for women’s sports and female athletes to gain visibility and opportunity by showcasing who we are both on and off the field.”

Other participants include UConn basketball standout KK Arnold, Seattle Storm guard Erica Wheeler, and Olympic volleyball champion Haleigh Washington.

The program is intentionally sport-diverse, including athletes from the NCAA, WNBA, NWSL, PWHL, and pro volleyball.

The nine athletes selected each bring a unique story and following.

Snapchat’s platform gives them a chance to connect with fans more frequently and directly, outside of the traditional game-day spotlight.

TOGETHXR supports storytelling with production and brand-building resources, encouraging athletes to grow their presence as creators.

A New Path for Athletes

“Snap the Gap” arrives during a period of rising interest in women’s sports, but access to media exposure and sponsorship remains limited for many athletes.

While coverage has grown from a stagnant 3% to 5% to roughly 15% of all sports media in recent years, sponsorship has not kept pace.

Only 6% of Fortune 500 companies currently support women’s sports, according to a 2024 report.

That disconnect points to untapped potential, especially as projections show media coverage could reach 20% by the end of 2025 if current momentum continues.

Snapchat’s creator tools combined with TOGETHXR’s digital strategy provide a way forward that doesn’t depend on traditional gatekeepers.

Instead of waiting for coverage, athletes are learning to build and own their platforms.

Emma Wakely, who leads sports and media partnerships at Snapchat, emphasized the value of direct storytelling and creator support built into the program.

“With mentorship, tools, and a platform built for real storytelling, we’re helping them build their audience, grow their brand, and shape the future of women’s sports on their terms.”

For agencies and brand marketers, it presents a growing space where influence and authenticity are developing in real time.

As the creator economy grows, this model could help underrepresented athletes turn engagement into income through content ownership and direct fan connection.

Our Take: Is This Just the Start?

I see this as more than a campaign.

It's a smart investment in the rising influence of women’s sports media, where growth is real and attention is high.

Snapchat and TOGETHXR are not just promoting athletes.

They are building a structure for long-term value.

For agencies still waiting on perfect timing, the momentum is already passing.

The smartest moves now are about showing up early, not reacting late.

For more on how major brands are betting on women’s sports, see how DoorDash and Uncrustables helped produce a docuseries that puts athletes at the center of the story.

Make your brand part of the action with strategic sports sponsorships.