Last Updated on March 25, 2023
General Motors has been a vital partner of the NCAA for many years and has a strong reputation for bringing awareness to women’s sports. Along with that, the NCAA’s changes to its restrictions on college athletes earning money off of their name, image, and likeness presents opportunities for brand activation at major sports events such as the NCAA March Madness Tournament.
Before the start of the women’s March Madness tournament, Buick created a campaign called “See Her Greatness,” which aims to help increase women’s visibility in sports by encouraging viewership, supporting initiatives that drive equity and inclusion and creating platforms for women to have meaningful conversations about the issues that face them.
The NIL campaign features Aliyah Boston of South Carolina, Iowa’s Caitlin Clark, Stanford’s Cameron Brink, Azzi Fudd of UConn and Kiki Rice of UCLA. To help spread awareness behind the campaign, the five college athletes shared promotional videos on their Instagram profiles.
“Women’s sports coverage has been a critical piece of our business blueprint for decades and will continue to be a priority as we move into the future,” Disney Advertising executive Theresa Palmieri said. She also says ESPN is “proud to collaborate” with Buick and other brands committed to women’s sports.
TikTok users are invited to share their sports and fitness drills, games clips, trick shots, and related videos under the hashtag #SeeHerGreatness sponsored by Buick. During last year’s See Her Greatness campaign, the automaker announced a partnership with female-owned media company TOGETHXR. TOGETHXR hosts “mentor huddles,” which allow viewers to hear live conversations between female athletes at NCAA events.