Ally reaches ’50/50 pledge’ on women’s sports spending ahead of schedule

On Tuesday, Ally reached that goal, a full year ahead of schedule. The pledge, which aimed for gender parity in sports media investment within five years, has been realized in just four. Over this period, Ally increased its spending on women’s sports by more

In 2021, Ally Financial Inc. committed to supporting women’s sports. A year later, the financial services company announced its “50/50 pledge,” a promise to spend the same amount on advertising women’s sports as it does men’s sports by 2027.

On Tuesday, Ally reached that goal, a full year ahead of schedule. The pledge, which aimed for gender parity in sports media investment within five years, has been realized in just four. Over this period, Ally increased its spending on women’s sports by more than 4.

6 times, while maintaining its investment in men’s sports. “We always believed in the real difference delivering on this pledge could make for the women’s sports ecosystem, but I’m not sure any of us expected just how significant the impact would end up being on our brand and reputation,” Ally’s chief marketing and public relations officer, Andrea Brimmer, told The Athletic . “This has been the single best marketing decision we’ve made in the past five years — I can say that without hesitation.