Buick, an NCAA sponsor since 2011, began the “See Her Greatness” campaign during last year’s tournament with ads that only featured audio—not video—of great moments from women’s NCAA sporting events. The approach was designed to illustrate how those moments only got 10% of the media coverage received by their male counterparts, according to the ad.
This year, Buick is also leveraging TikTok by creating a #SeeHerGreatness hashtag, asking people and professional athletes to post about their favorite sports moments with videos showing them doing basketball tricks, for example. Buick will also host watch parties at Portland’s The Sports Bra, a lesbian-owned bar described as “the only bar in the country to exclusively broadcast women’s sports.”
The NCAA in recent years has been called out for gender inequalities including unequal gifting practices, underfunding and less equipment for women’s teams. The NCAA Division I Women’s Basketball Championship for years was not even allowed to use the trademarked March Madness phrase, until the NCAA reversed course.