When media and commerce company Togethxr opened its Togethxr House at the Women’s Final Four in Phoenix this spring, JPMorganChase was one of the brands under its roof.
The brand ran a pop-up shop with Golden State Valkyries guard Tiffany Hayes and Round21, an organization that works with artists in women’s sports. Chase cardholders got access to the product on site.
Being there was partly driven by practicality. “We do not have league sponsorship, so we can’t activate traditionally within the boundaries,” said Tara Bakhle, executive director of sports and entertainment marketing strategy at JPMorganChase, on a panel at the ADWEEK House: Advertising HQ 2026.
Togethxr, founded by women’s sports stars Alex Morgan, Sue Bird, Chloe Kim, and Simone Manuel, sets up near major events without being a sanctioned partner. That gives brands without rights a way to reach fans who travel to those events.
The audience also makes sense for Chase. The bank compared WNBA and NBA card transactions and found the overlap was between just 5% and 6%. Bakhle said those fans skew younger and more affluent, the customers Chase wants to acquire and keep.
The activation is a reflection of how brands without league deals are finding their way into women’s sports. Deloitte predicts the women’s elite global sports market will reach at least $3 billion in 2026, up 340% since 2022.
As investment in the space accelerates, media companies like Togethxr are setting up shop around marquee events and selling brands access to fans, athletes, and merch outside sanctioned parts groups. For Chase, the play is about acquiring a larger audience type that its existing sports deals largely don’t reach.
The two companies teamed up again at the WNBA All-Star Weekend in Chicago, where Togethxr recorded its Everyone Watches Women’s Sports podcast live at the Chicago Theatre. Chase offered cardholders presale tickets and hosted a VIP experience for J.P Morgan Wealth Management clients.
