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TNT Sports’ Bleacher Report is transforming its women’s sports media platform HighlightHER, launching B/RW Sports with a new look, feel and content approach.
“The goal is to be the preeminent brand on social media for women’s sports,” said Katie Arkinsvice president and head of programming strategy at Bleacher Report. “It’s about continuing to push women’s football as far as possible so that as many people as possible care about it.”
Founded in 2019 by Ari Rooms — and led by an all-female team of Black content creators, producers and programmers — HighlightHER has quickly become the fastest-growing women’s sports platform on Instagram and a household name in sports media coverage female.
“Now this is how we can take the brand even further,” Arkins said. “It took months of work with increased investments. We want to approach women’s football in a differentiated way, possible with all the resources we have, in particular thanks to the investment made by TNT Sports.
The launch includes an updated brand strategy that aligns more closely across B/R, showcasing player personalities and working to drive player conversations around the game. expansion of the B/R, including athlete broadcasts, short form content, live content, highlights, quote cards and more. It also matches the branding of other new verticals such as B/R Research and B/R CFB.
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“We spoke to team members, fans, players and (WNBA legend and TNT studio talent) Candace Parkerand what we’ve always heard is want a place where you showcase personalities. We’re creating a conversation around women’s soccer and we’re not shying away from it,” Arkins said. “I am so impressed with what HighlightHER has been able to accomplish. Ari is an absolute force, and she demanded that women’s sports be something to be taken seriously and something everyone should pay attention to.
Chambers left TNT Sports last year and is currently a women’s sports commentator on ESPN linear, digital and Andscape.
In the first few weeks, expect the focus to be on Unrivaled, which debuts Friday. TNT Sports has exclusive rights to the new 3-on-3 league in a three-year, $100 million deal. More than 20 advertisers are signed up across the Unrivaled portfolio, including AT&T, Ford, State Farm and Sprite. Brands will partner with B/R for various social content series, broadcast amplifications and highlights.
“It’s the perfect time to rebrand now that we have the rights to Unrivaled; I think it’s a really exciting partnership,” Arkins said. “Drawing on players’ personalities and creating more like-minded conversations is what Bleacher Report is doing with incredible success for men’s sports.”
Content posted to TikTok during Unrivaled’s media day has already attracted more than 8 million views, and Arkins believes this is just the beginning.
Parker introduced the new brand today in a launch video, which highlights the importance of covering women’s sports with a holistic approach and serious investment, while having fun.
A new video podcast “Trophy Room with Candace Parker” drops tonight at 5 p.m., featuring the first guest Breanna Stewart. Weekly series, it has a unique touch. All guests must have at least one of the same trophies as Parker: 3x WNBA Champion, 2x Olympic Gold Medalist, 2x League MVP, 7x All-Star, 2x AP Female Athlete of the Year, Rookie of the Year, player from Naismith College. of the year and more. The next episode will feature Kahleah Copper.
“A lot of this is possible because of TNT Sports’ investment in women’s sports,” Arkins said. “The fact that we have invested in a new women’s sports league makes a lot of this possible.”