It’s March Madness time—and antiperspirant brand Degree is hoping that fans follow the NCAA women’s tournament just as much as the men’s. To do that, it’s enlisted basketball legend Candace Parker to promote the “Bracket Gap Challenge,” a promotion aimed to help raise awareness for the women’s tournament.
A recent study by the brand, along with Edelman Data & Intelligence, showed that only 12% of people filled out an NCAA Women’s tournament bracket last year. To bump that number up, two-time WNBA champion Parker and Degree are encouraging fans to fill out a women’s bracket and follow the games, aiming to give the women’s tournament the recognition it deserves.
In a spot done in partnership with agency Edelman, Parker, a well-known voice in sports equity, urges people to go to bracketgapchallenge.com, which will be live following the release of the women’s tournament schedule on Selection Sunday, March 13, and will close before the start of the first game on March 18.
“As a longtime advocate of equitable investment, I’ve seen that opportunity is a key driver to equality—and there is no opportunity without visibility,” said Parker in a statement. “I’m proud to team up with Degree for the ‘Bracket Gap Challenge’ to give women’s college basketball that increased visibility by urging fans to fill out a women’s bracket and follow this year’s tournament. Together, we’ll drive conversation and hype that will ultimately help level the playing field when it comes to sports.”
The video, “Brackets 101,” Parker says, “There’s no such thing as a ‘bracket’ anymore, this March Madness, there’s only ‘brackets.'”
“Investment in women’s athletics has come a long way over the last few years, but we’re not done advocating for equity yet,” said Desi Okeke, director of Degree NA, in a statement. “We know that more-engaged fans ultimately leads to more recognition for the athletes, and the hope is that the Degree Bracket Gap Challenge will help raise awareness for the next generation of women’s college basketball players and motivate girls across the country to stay in the game.”
To incentivize participation, a winner will be randomly selected from the top 10% of entrants, and will receive $25,000 for themselves and a $75,000 donation in their name, funded by Degree, to the women’s athletic program of their choice.