TOGETHXR and Snapchat have announced a new partnership called “Snap the Gap,” a content accelerator program designed to elevate nine female athletes as influential creators on Snapchat. The initiative aims to develop these athletes’ personal brands, grow engaged audiences, and unlock sustainable revenue through platform-native strategies.

The nine athletes selected for the program include Michelle Alozie (Houston Dash), KK Arnold (UConn), Croix Bethune (Washington Spirit), Sarah Fillier (New York Sirens), Rickea Jackson (LA Sparks), Kyrstin Johnson (Temple University), Mia Rogan (Michigan State), Haleigh Washington (Salt Lake), and Erica Wheeler (Seattle Storm).

“This collaboration lowers the barrier to entry for revenue opportunities for the athletes, who not only excel in competition, but who are also shaping culture and growing communities across women’s sports,” Paula Hughes, TOGETHXR Chief Digital Officer, said in the announcement.

The program arrives at a time when Snapchat reports that 170 million users watch sports coverage monthly, with Gen-Z viewership of women’s sports increasing by 39% over the previous year. WNBA content alone has experienced over 300% year-over-year growth on the platform.

“At Snapchat, we’ve seen how powerful it can be when athletes share their journeys in their own words,” said Snapchat Sports and Media Partnerships Manager Emma Wakely. “Success on Snapchat means showing up authentically, posting often, and leaning into the tools that make the platform unique.”

Timing Amid Growing NIL Market

According to a recent Out2Win report, the collegiate NIL market exceeds $15 million in tracked spending. Apparel and fashion lead industry categories with $3.33 million in estimated spending across 2,620 sponsored posts, followed by retail ($2.68 million) and food and beverage ($2.58 million).

The program addresses challenges in the creator economy highlighted by recent developments in collegiate sports. With top athlete-influencers commanding significant compensation—LSU’s Flau’jae Johnson reportedly earns $12,740-$19,100 per Instagram post according to Out2Win—structured creator programs represent a growing opportunity for athletes.

“With Snap the Gap, we’re working closely with these athletes to develop platform-native strategies that drive real momentum: posting to Stories and Spotlight, engaging their audience in the moment, and getting rewarded through our Monetization Program to earn as they grow. It’s not about polished promos–it’s about building a sustainable presence by being themselves,” Wakely told Net Influencer.

“Snapchat and TOGETHXR are making it possible for women’s sports and female athletes to gain visibility and opportunity by showcasing who we are both on and off the field,” stated Alozie, one of the selected ‘Snap Stars.’

Snapchat reports over 2,000 verified teams and leagues currently monetizing through their Snap Star Program, including more than 400 female athletes.

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