How Ally bank’s partnership is impacting the NWSL

Ally Bank has emerged as a leading brand in advancing women’s soccer in the United States, solidifying its commitment through strategic partnerships with the National Women’s Soccer League (NWSL) and collegiate sports. This collaboration goes beyond traditional sponsorship—it’s reshaping media representation, financial investment, and the overall growth of women’s sports in the United States.

In this article we highlight five key areas where the sponsorship has made a positive impact:

In 2021, Ally Bank became the first official banking sponsor of the NWSL, marking a historic milestone for both the league and women’s sports sponsorship. As part of this deal, Ally’s logo appeared on the sleeve of every NWSL jersey, reinforcing its commitment to every player on the field.

Financial Investment & Strategic Impact

Direct Player Benefits

Ally introduced the Player Impact Focus Program, ensuring a portion of sponsorship funds went directly to players, enhancing their financial stability and career sustainability.

Equal Investment in Women’s Sports

Ally pledged to achieve gender parity in sports ad spending within five years, matching every dollar spent on men’s sports with equal investment in women’s sports by 2027. By 2024, they had already achieved a 45/55 split, exceeding initial expectations and prioritizing women’s sports even more.

Transforming Media Exposure for Women’s Sports

Increased Coverage on ESPN & Disney

Over 90% of Ally’s media investment is dedicated to women’s sports, significantly expanding coverage through game highlights, branded content, and regular SportsCenter segments.

Groundbreaking Sponsorship with ESPN

Ally’s first-of-its-kind deal with ESPN shifted the landscape of sports media, ensuring more funding flows directly into women’s sports coverage. This initiative is paving the way for systemic change in how women’s sports are perceived and broadcasted.

Long-Term Sponsorship Commitments & Expansion

Extending NWSL Sponsorship Until 2027

Despite league challenges, Ally extended its NWSL sponsorship through 2027, providing financial stability and helping the league expand.

Diversifying Into Other Women’s Sports

Ally has expanded its sponsorship beyond soccer into golf, partnering with the USGA, U.S. Open, and U.S. Women’s Open. This partnership includes exclusive in-broadcast features and aligns with Ally’s 50/50 media spending initiative.

Marketing, Brand Visibility & Social Impact

High-Impact Brand Presence

Ally’s branding has been front and center at major events like the NWSL Championship, with sponsorship activations ranging from fan festivals to city-wide advertising. This has strengthened Ally’s connection with its core audience—millennials and Gen Z sports fans.

Championing Diversity & Inclusion

Beyond business, Ally is using its sponsorship to drive social change, advocating for gender equality, diversity, and inclusion in sports. Their “Watch the Game, Change the Game” campaign underscores this mission, reinforcing their commitment to creating lasting cultural impact.

Proven Success Through Data & Fan Engagement

Record-Breaking Viewership Growth

Ally’s push for prime-time game slots has resulted in viewership increases of up to 71% year-over-year, proving that investment in women’s sports drives tangible returns.

Increasing Ad Spend on Women’s Sports

By 2023, Ally exceeded its projected ad spend on women’s sports, raising it from 40% to 45% of their sports marketing budget. This shift marks a significant step towards gender equity in sports sponsorship.

Conclusion: A Blueprint for Future Sponsorships

Ally Bank’s sponsorship of women’s soccer in the USA is more than just financial backing—it is driving real change in visibility, investment, and equity in women’s sports. Their long-term strategy serves as a model for brands looking to make a meaningful impact on sports culture while resonating with modern audiences.

This game-changing partnership is shaping the future of women’s sports, ensuring athletes, fans, and the industry at large benefit for generations to come.