March 31 – The National Women’s Soccer League (NWSL) in the US has struck a deal with online bank Ally whose logo will appear on the sleeves of all 10 clubs in NWSL this season.
No value was given for the deal that will see Ally designated as the league’s first official banking partner.
The announcement follows the signing of insurance giant Nationwide as a sponsorship partner earlier this week.
The sponsorship activation will feature a Player Impact Focus Program that will see a portion of Ally’s sponsorship fees go directly to NWSL players. Ally will also work with league partners on diversity, equality and inclusion initiatives.
“Our sponsorship of NWSL supports Ally’s deep commitment to diversity and inclusion, which is a direct outgrowth of our ‘Do It Right’ brand promise,” said Ally Chief Marketing and Public Relations Officer Andrea Brimmer “This relationship will further the continuing progress that women have made in changing the game. We’ll also work with the league to give fans inside access in innovative ways.”
The league starts its 2021 campaign with the NWSL Challenge Cup presented by Secret Deodorant on April 9 with Chicago at Houston in a rematch of the 2020 NWSL Challenge Cup final.
NWSL Commissioner Lisa Baird said: “The NWSL and Ally are game changers in our respective industries and the opportunity to showcase our shared-values and commitment to levelling the playing field is an extraordinarily unique proposition in the world of sports sponsorship.”
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