Women’s sports have been soaring in popularity, yet they still receive as little as 5% of sports media coverage. Ally Financial took a pioneering step in May 2022 by committing to spend equally on men’s and women’s sports within five years.  Ally also scored a huge early win by working with CBS to move the National Women’s Soccer League’s championship game to its first-ever prime-time slot. This decision paid off. 

Not only was viewership up 71% over the previous year, but the game became the most-watched match in the league’s history. Ally’s 50/50 pledge is now changing the way brands consider their investments in women’s sports.  We discussed this groundbreaking effort with Bridget Sponsky, Ally’s executive director of brand and sponsorship marketing, and Mariana Dimitrova, Managing Partner & Executive Director at EssenceMediacom.