• Loading stock data...
Thursday, September 18, 2025

NBC and Refinery29 Promote Female Empowerment Through ‘On Her Turf’

nbc-refinery29-on-her-turf

Photo Credit: On Her Turf

Before it was a multi-platform venture, On Her Turf was an Instagram account with a mission.

It was the 2018 PyeongChang Olympics, and NBC Sports was committed to better showcasing women in the Games. Enter On Her Turf, a partnership with Refinery29 that shared stories of female Olympians in hopes of inspiring women around the world.

“The intention, initially, was that the Olympics are such an awesome promotional platform, so there was no better time to launch something, and we were not short on female-focused storylines for the Olympics,” said Lyndsay Signor, vice president of consumer engagement at NBC Sports.

Team USA women made history that year, taking home more medals than the men for the first time in two decades. In that moment, Signor and her team realized the endless potential for On Her Turf.

“We knew [PyeongChang] was a great place to start, but we also knew it wasn’t just an Olympic-focused initiative,” she said. “From there, we were looking at all sports, not just the ones NBC carries.”

READ MORE: NFL Viewership Growth Throughout Europe Exposes Opportunities in the US

One year later, NBC Sports and Refinery29 have built On Her Turf into a multimedia platform. Beyond the Instagram account, On Her Turf features a podcast hosted by Kathryn Tappen, a video series and experiential activations including an On Her Turf section of the NBC Sports Sunday Night Football bus.

“It’s sort of that whole idea of, ‘If you can see her, you can be her,” said Signor. “It’s a cross-platform mantra, and it’s about being your best self on and off the field… We’re sticking with that mantra across everything and highlighting women in and around sports.”

The short-form video series, titled “Football is Female,” has been particularly successful for the On Her Turf brand. It showcased everyone from players to media to front office personnel — and, as Signor learned, there is no shortage of future storytelling opportunities in that space.

“We ran out of time more than running out of stories to highlight these women,” Signor said. “We didn’t even scratch the surface… For football, in particular, the storylines are not limited.”

On Her Turf remains a collaborative effort between NBC Sports and Refinery29, with content creators and communications managers on both sides. The partnership has been mutually beneficial. For Refinery29, a company that takes the approach of broader female empowerment, working with NBC Sports offers a pathway toward new relationships in the sports world.  

“At Refinery29, our goal is to highlight the role sports play for women and partnering with NBC Sports gives us the ability to extend deeper into the space,” said Refinery29’s chief content officer, Amy Emmerich. “Not only do we acquire access to powerful female athletes, but also to female sports fans and top female executives and personalities at the leagues themselves.”

[mc4wp_form id=”8260″]

Meanwhile, Signor believes NBC Sports has been aided by Refinery29’s appeal among a demographic NBC Sports has been targeting.

“Refinery29 has a masterful way of talking to young women, so in creating a sports, female-focused vertical, there was no one better to partner with,” Signor echoed. “They talk in an authentic way to young women, and we want to talk to the younger generation, and for this particular brand, women were the focal point. Refinery29 has been a great partner in helping us, because they’re not necessarily sports experts, but we’re not necessarily millennial, woman experts, either.”

As the two organizations have come together to combine their different skill sets, they’ve been able to create targeted, cohesive content for the On Her Turf platform.

“We’re asking, ‘What do future sports fans look like, and how are they consuming media and sports content?’ and that’s something we think about on the marketing and social side,” Signor said. “We both brought our expertise to the table, so it’s for people who are sports fans and not sports fans, and the woman who wants to wake up and crush the day, and that’s where we landed.”

READ MORE: How Two Top Brands Market Products Via Partnership With NASCAR

Emmerich said On Her Turf has grown more than 1400 percent since its launch. The Instagram account has nearly 27 thousand followers, and in December, the channel’s video success was at an all-time high with 310 thousand views and 345 percent engagement. That upward trajectory has both companies eyeing breakthroughs in new areas, too, with Signor pointing to the World cup and Kentucky Derby as events that will be heavily featured by On Her Turf. That will put them on track to reach a special milestone in 2020.

“With the Tokyo 2020 Olympics, it comes full circle,” she added. “There are even more female storylines for the summer Olympics for On Her Turf to be a huge part of that journey.”

On Her Turf is about more than sports, though. For Emmerich and Signor, the brand fulfills a greater purpose—one that has the power to make a real impact on women in all facets of life.

Women are multifaceted with a wide breadth of interests and perspectives, which is why disrupting traditional spaces is so important to us,” Emmerich said. “We hope that by elevating underrepresented voices, we can change how women are represented in media and advertising.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Maria Taylor

Maria Taylor Talks About ‘Moving Differently’ in ESPN-NBC Jump

Taylor will be NBC Sports’ lead NBA and WNBA studio host.
Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.

Featured Today

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
opinion
September 9, 2025

The Good, The Bad, and The Ugly from NFL’s Week 1 Broadcasts

Many viewers decried the addition of ads to “NFL RedZone.”
Aug 23, 2025; Tampa, Florida, USA; Buffalo Bills quarterback Josh Allen (17) leads the team onto the field for warm ups before a game against the Tampa Bay Buccaneers at Raymond James Stadium.
September 7, 2025

Slow Burn: The NFL’s Private-Equity Era So Far

Three deals have been struck to date. But the league is bullish.

Fever Ratings Fall Without Clark, but Rest of WNBA Game 1s Surge

The Indiana Fever game drew 47% fewer viewers this year.
exclusive
September 16, 2025

ESPN, Fox One Added 1M Sign-Ups in First 10 Days After Launch

The two high-profile streaming services have strong starts with consumers.
Sep 14, 2025; Kansas City, Missouri, USA; Philadelphia Eagles wide receiver DeVonta Smith (6) makes a reception defended by Kansas City Chiefs cornerback Trent McDuffie (22) during the fourth quarter of the game at GEHA Field at Arrowhead Stadium.
September 16, 2025

Eagles-Chiefs Super Bowl Rematch Sets Early NFL TV Ratings Mark

Several new milestones are established with the big early-season matchup.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Greg Olsen
September 16, 2025

Greg Olsen on Tom Brady’s Raiders Role: ‘More Power to Him’

This season, the NFL has relaxed the special Brady broadcasting rules.
Jul 27, 2025; Chicago, Illinois, USA; Injured Indiana Fever guard Caitlin Clark (22) looks on from the bench during the first half of a basketball game against the Chicago Sky at United Center.
September 15, 2025

WNBA Ratings Rise 3% in 2025 Despite Clark’s Absence

Caitlin Clark played in just 13 of 44 regular-season games.
Green Bay Packers cornerback Keisean Nixon (25) breaks up a pass intended for Washington Commanders wide receiver Noah Brown (85) on Thursday, September 11, 2025, at Lambeau Field in Green Bay, Wis. The Packers won the game, 27-18.
September 15, 2025

Amazon Shatters Previous Ratings High for 1st NFL Game

“TNF” viewership surges 35% compared to the 2024 season average.
Las Vegas Aces
September 15, 2025

WNBA Playoffs Face ESPN Fall Crunch For Final Time

The games will be spread across three networks next year.