"Live sports could be described as one of the last bastions of live television. With so many eyeballs in one place at one time, marketers are desperate to embed their brands - especially in women's sports."
"Back in 2022, the bank announced its five-year goal to reach parity in ad spend across men and women's sports media. This year, Ally claims it met that pledge, but Brimmer did not provide specific spend figures."
"It started with this thesis that there was this [unavailability] of media and that we had to make systemic change to create the media. Not only would that help the entire ecosystem, but it would advantage Ally, and that it would allow us to build things where we could show up."
"It was making investments and seeing around corners that people weren't seeing around, or weren't willing to take risks to invest in because all the data wasn't there. That's really what allowed us to be in the position that we're in today."
Live sports remains a major platform for live television audiences, driving marketers to embed brands, especially in women’s sports. Ally Bank set a five-year goal in 2022 to reach parity in ad spend across men’s and women’s sports media, and claims it met the pledge without sharing specific figures. Sponsorships are increasingly common as competition grows, while women’s sports impressions rose and ad spend increased sharply. Ally has pursued multi-year, multi-brand partnerships, including with the WNBA, and has worked through media partners to broker deals. The strategy centers on creating systemic media availability, investing ahead of data, and navigating sports rights fragmentation and emerging platforms.
#womens-sports-advertising #sports-sponsorships #media-rights-fragmentation #wnba-partnership #brand-marketing-strategy
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