The deal will run through 2027, the NWSL's second-longest sponsorship deal behind Nike's, which runs through 2030Getty Images
Ally Financial renewed its partnership with the NWSL for another five years, and while sponsorships “often fail to warrant much fanfare,” this one could have “an outsized impact on a league in turmoil," according to Meg Linehan of THE ATHLETIC. The deal will run through 2027, which means five years of league action, plus the "inflection points" of two World Cup cycles and the 2024 Paris Games. It is the NWSL’s “second-longest sponsorship deal, only behind Nike’s deal” which was renewed through 2030. The continuation of Ally’s sponsorship is “notable news in itself," but there are “extra elements to the renewal that are going to provide massive help to driving growth for the NWSL outside of Ally’s direct involvement." Ally Financial CMO Andrea Brimmer said the company also "restructured our investment with the league to include a significant guaranteed media commitment to the league’s official media partners," which "gives them some wherewithal when they’re out and negotiating media rights deals.” Linehan wrote that is a "big win for the NWSL," which is “about to enter an exclusive negotiating period with CBS for their media rights.” Ally will still have “all the typical sponsorship elements: the patch on every single team’s jersey across the league, media and social content, LED boards around the field.” The company also has a partnership "directly with the NWSL players’ association,” and they are “working through structuring a renewal there, as well” (THE ATHLETIC, 10/29).
MAKING A PITCH: In N.Y., Juliet Macur notes that NWSL officials used halftime of Saturday's championship game to "make a pitch on the broadcast for more support, tying the NWSL’s efforts to move past the abuse scandal to its pursuit of growing women’s sports.” NWSL Commissioner Jessica Berman said, “We know there is a lot of work left to have a safe and sustainable league. As we celebrate this historic moment, we will make our league a better place for players.” NWSLPA Exec Dir Meghann Burke said, “We need sponsors and supporters to help make change happen” (N.Y. TIMES, 10/29).
