Ally Financial Increases Investment in Women’s Sport

United States-based Ally Financial has increased its investment in women’s sport, signing a multi-year agreement with Disney’s ESPN networks.

The financial services company will become an official sponsor of the Atlantic Coast Conference (ACC), featuring the first-ever title sponsorships of the ACC Women’s Basketball Tournament and Women’s Soccer Championship, as well as the exclusive presenting sponsorship of the 2023 ACC Women’s Lacrosse Championship.

In an effort to increase representation and drive greater coverage of women’s sport, the collaboration features a media investment of more than 90 percent in women’s sport, focused on expanding game highlights, branded content, and features across the ESPN networks, including regular SportsCenter segments that highlight women’s sport.

Speaking in the official announcement, Ally’s Chief Marketing and Public Relations Officer, Andrea Brimmer, said: “For too long, women’s sport programming has been treated as an afterthought in the media buying process, perpetually giving women athletes the short end in terms of media exposure and income opportunity while limiting investment opportunities for brands. This cycle needs to change.

“We are taking a major step forward together with Disney and the ACC to change the way women’s media is packaged, and through this barrier-breaking partnership – that channels funds directly to women’s sports and begins to level the playing field for female athletes – we hope to create the kind of systemic change needed to significantly increase visibility, opportunity, and fandom in women’s sport.”

Ally has also sponsored the National Women’s Soccer League (NWSL) since 2021 and recently extended their deal until 2027.

“Ally Financial’s multimillion-dollar deal across ESPN networks requires 90% of the ad buy to focus on women’s sports.”

For women's sports, the media buys are becoming a big deal https://t.co/PGpCLe39k7

— Women's Sport Trust (@WomenSportTrust) March 5, 2023

Photo 1 Caption: United States-based Ally Financial has increased its investment in women’s sport, signing a multi-year agreement with Disney’s ESPN networks. Photo: The List (Facebook)