Ally Pledges Equality in Media Spending and Makes a Bold Call to Action to Drive More Parity in Women’s Sport

  • Ally commits to achieving equal media spend in male and female sports advertising within five years
  • Honoring 50 years of Title IXe anniversary, new “Watch the Game, Change the Game” initiative aims to rally women’s sports audiences to increase prime-time coverage

CHARLOTTE, North Carolina, June 23, 2022 /PRNewswire/ — As part of a broader mission to promote equity in women’s sport, Ally (NYSE:ALLY) is committed to achieving equal spending on paid advertising in women’s and men’s sports programs over the next five years. Moreover, to mark the 50e anniversary of Title IX, Ally will deliver on its 50/50 media spend commitment by launching “Watch the game, change the game“, a new national advocacy initiative spanning broadcast, digital and social media channels aimed at winning over the audience for women’s competitions.

Fifty years ago, Title IX opened the door to female athletes, many of whom have become strong leaders on and off the field. Research shows a strong correlation between sports and women’s success as business leaders: 94% of female executives have a sports background, with more than half having played at university level, according to reports by EY and espnW. Decades later, despite record audiences nationally and internationally, women’s sports are still woefully underrepresented in the media.

“We know that investing in women’s sport provides outsized returns for our business when it comes to building brand affinity and love, and the push for fairness and parity in sport we elevate all,” said Andrea Brimmer, director of marketing and public relations for Ally. “We believe these world-class athletes deserve platforms to showcase their talents, and we’re making this commitment to increase representation and inspire the next generation of business leaders.”

“Watch the Game, Change the Game” will support the search for equity with a new TV spot and marketing campaign featuring real female athletes at the top of their game, rally scarves for fans to show their support and signage takeovers on the pitch at the National Matches of the Women’s Soccer League and the Women’s International Champions Cup.

This initiative is intended to act as a call to action, as Ally believes that greater media representation will help create long-term sustainability for women’s sports and drive fandom, following and deeper engagement. with key audiences for investing brands.

“We want to create change, and our commitment is an example of putting actions into words, and we hope other brands will follow,” added Brimmer.

For more information on “Watch the Game, Change the Game”, visit

About Ally Financial

Ally Financial Inc. (NYSE: ALLY) is a digital financial services company that delivers on its promise to “do it right” for its consumer, commercial and enterprise customers. Ally is comprised of an industry-leading independent auto finance and insurance operation, award-winning digital direct banking (Allied bank, Member FDIC and Equal Housing Lender, which offers mortgages, point-of-sale personal loans, and a variety of deposit and other banking products), a consumer credit card company, a business for equity sponsors and middle market firms and securities brokerage and investment advisory services. Our brand belief is that we are all better off with an ally, and our goal is to help our customers achieve their strongest financial well-being, a personalized notion of what’s important to them. For more information, please visit and follow @allyfinancial.



Justin Nicolette
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SOURCE Ally Financial

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