Nancy Dubuc’s Bold Comeback: Leading the Charge at Women’s Sports Brand Togethxr
Nancy Dubuc, the media powerhouse behind Vice Media’s expansion and A+E Networks’ success, has taken on a new challenge as Executive Chair of Togethxr, a rising star in women’s sports media. The 54-year-old executive, who stepped into the role in early 2023, aims to leverage her two decades of media expertise to amplify female athletes’ visibility and reshape sports entertainment. Her appointment signals Togethxr’s ambitious plans to capitalize on the booming $1 billion women’s sports industry through innovative content and strategic partnerships.
A Proven Leader Tackles Sports Media’s Final Frontier
Dubuc brings an impressive track record to Togethxr, having transformed Vice Media from a niche publication into a global youth media empire during her tenure as CEO from 2018-2022. Prior to that, she spent 20 years at A+E Networks, where as CEO she launched successful channels like Lifetime Movie Network and FYI. Now, she’s turning her attention to what she calls “the most exciting growth sector in media.”
“Women’s sports represent just 4% of total sports media coverage, despite generating 40% of sports participation,” Dubuc noted in her first interview since joining Togethxr. “That disconnect represents both an injustice and the single greatest opportunity in content today.”
Industry analysts agree with her assessment. According to Nielsen’s 2022 Women’s Sports Report:
- Viewership for the NCAA women’s basketball tournament grew 16% year-over-year
- WNBA regular-season games averaged 379,000 viewers across ABC, ESPN and CBS – a 49% increase from 2019
- 72% of sports fans now express interest in women’s sports content
Togethxr’s Game Plan for Disrupting the Status Quo
Founded in 2021 by Olympic soccer gold medalist Alex Morgan, swimmer Simone Manuel, basketball star Sue Bird, and snowboarder Chloe Kim, Togethxr has quickly established itself as a multimedia platform dedicated to women’s sports storytelling. The company produces documentaries, podcasts, and social content that reaches over 5 million engaged followers across platforms.
With Dubuc at the helm, the company plans to:
- Expand original programming with docuseries following female athletes
- Develop athlete-driven podcasts and interview shows
- Launch a subscription streaming service by 2024
- Secure major brand partnerships to fund content production
“Nancy understands how to build culturally relevant brands that resonate with audiences,” said sports media consultant Rachel Goldstein. “Her ability to monetize Vice’s edgy content proves she can help Togethxr turn women’s sports into must-watch entertainment while staying true to its mission.”
The Business Case for Investing in Women’s Sports
While some may question the commercial viability of women’s sports, the numbers tell a different story. Sponsorship spending on women’s sports reached $192 million in 2022, up 20% from the previous year according to SponsorUnited. Major brands like Nike, Visa, and Secret have significantly increased their investments, recognizing the loyal, diverse fanbases these sports attract.
Dubuc points to several key advantages:
- Women control 85% of consumer spending decisions
- Female sports fans are 25% more likely to recall sponsors than male fans
- Women’s sports audiences skew younger, with 60% under age 35
“This isn’t charity – it’s smart business,” Dubuc emphasized. “The demographics align perfectly with what advertisers want, and the engagement metrics outperform many traditional sports properties.”
Challenges on the Road to Parity
Despite the optimism, significant hurdles remain. Women’s sports still receive just 0.4% of total sports sponsorship dollars according to the Tucker Center for Research on Girls & Women in Sport. Media coverage continues to lag, with many networks relegating women’s events to secondary channels or streaming-only options.
Some critics argue the market still needs time to mature. “There’s absolutely growth potential, but building sustainable revenue streams takes years,” cautioned sports economist Mark Johnson. “Media companies need to commit to consistent scheduling and promotion, not just spotlight events during Olympics or World Cup years.”
Dubuc acknowledges these challenges but remains undeterred. “Change never happens overnight, but we’re at an inflection point,” she said. “The athletes are here. The fans are here. Now we need to build the infrastructure to connect them.”
The Future of Women’s Sports Media
As Togethxr prepares for its next phase of growth under Dubuc’s leadership, industry watchers are keen to see how the company will differentiate itself in an increasingly crowded space. Competitors like Just Women’s Sports and The Gist have gained traction, while traditional networks like ESPN and NBC have expanded their women’s sports programming.
Key differentiators for Togethxr include:
- Ownership by elite athletes who understand the content needs
- A focus on storytelling beyond game highlights
- Direct-to-consumer digital distribution
- Commitment to equitable pay for production talent
With Dubuc’s guidance, Togethxr aims to become the definitive destination for women’s sports content while advocating for systemic change across the industry. “We’re not just creating shows – we’re building a movement,” Dubuc stated. “When young girls can see themselves represented in sports media the same way boys always have, that’s when we’ll know we’ve succeeded.”
As the women’s sports revolution gains momentum, all eyes will be on this unlikely partnership between a media veteran and athlete-founders to see if they can deliver on their ambitious vision. For brands, media partners, and fans looking to support the growth of women’s sports, following Togethxr’s journey provides both inspiration and a roadmap for progress.
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