Equality starts with visibility, and Buick is happy to help.
What’s wrong with this stat: More than 40% of all athletes are women, but they make up less than 10% of all sports media coverage. Even worse, that’s not shocking. But, Buick wants to change that by helping everyone to See Her Greatness.
Buick, popular with women for luxurious cars, family-friendly features and intuitive touches, is surrounding the NCAA Women’s Basketball Championships with a campaign to elevate their visibility, celebrate their greatness and empower female athletes.
As a longtime partner with the NCAA, Buick is hoping to increase awareness of the women’s games while driving diversity and inclusion efforts around women’s issues and causes.
This isn’t just a marketing strategy; it’s authentic. Buick claims the highest female ownership – 55% of its vehicles are registered to women, according to S&P Global. Buick also supports women in automotive retail sales through its Women’s Retail Network which also, no doubt, works to bring women to the brand.
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The Energy of Sisterhood
I enjoy watching both amateur and professional women’s basketball games. The fever on the court comes from the energy players bring when they’re on the court together. It’s electric, focused on teamwork and team spirit. More people will get to see this through Buick’s campaign, which allows women athletes and everyday women to share their stories of triumph and overcoming adversity.
And, having fun, which is the nature of basketball. Like most people, I like to shoot baskets every now and then at the local park. What I love most about the sport is not only its simple nature, but it also teaches me to be disciplined and dedicated to something I am passionate about.
And that’s exactly what “See Her Greatness” is all about. The campaign amplifies the personal stories and achievements of five of the league’s top athletes – Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd and Kiki Rice.
Additionally, Buick is making their “Watch Me” challenge easier than ever. The ESPN site will run ads that will directly drive viewers to the WatchESPN streaming hub on Game Day. You won’t miss a single moment of the action.
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Experience See Her Greatness – in Person
If you are attending the Men’s and Women’s Final Four and Championship games in Houston and Dallas, Buick is offering free shuttles to take fans to and from the stadiums in the cities and local surrounding sites.
If you’re in either of these cities, be on the lookout for one of the brand’s wrapped Buick Encore GXs, Envisions and Enclaves during Final Four® weekend starting March 31 through April 3 to catch a free ride.
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More Ways to Get Involved and Celebrate Women’s NCAA Basketball
- There will be an in-person two-day watch party event (March 24 & 25) at The Sports Bra in Portland, Oregon – the only establishment in the country to exclusively broadcast women’s sports. The Sweet 16 watch party events will include special guest appearances by well-known female athletes.
- Live “mentor huddle” discussions at American Airlines Center in Dallas prior to the Women’s Basketball Final Four games (March 31) and Championship game (April 2) in collaboration TOGETHXR – a female-led media company founded by renowned Olympians Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim.
- Tell the story of your own greatness! The #SeeHerGreatness challenge on TikTok is a great way to get into the March Madness spirit and show off your trick shots, layups, speed and strength!
