{"id":4917,"date":"2023-07-13T14:38:46","date_gmt":"2023-07-13T14:38:46","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/following-the-womens-world-cup-youre-sure-to-see-ally-financial\/"},"modified":"2023-07-13T14:38:47","modified_gmt":"2023-07-13T14:38:47","slug":"following-the-womens-world-cup-youre-sure-to-see-ally-financial","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=4917","title":{"rendered":"Following the Women\u2019s World Cup? You\u2019re sure to see Ally Financial."},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">If you follow women\u2019s sports, you\u2019re probably familiar with Ally Financial.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In May 2022, the financial services company pledged to split its ad spend on men\u2019s and women\u2019s sports equally within five years. In the year since, Ally has started to make good on that promise with a variety of deals, including an increased investment with CBS which landed the NWSL Championship in a prime-time slot for the first time, and a multiyear, multimillion-dollar deal with Disney and ESPN that includes official sponsorship of the Atlantic Coast Conference.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Ally is particularly active in the world of women\u2019s soccer\u2014as the league\u2019s first official banking sponsor, its logo appears on the sleeves of all NWSL kits, and its \u201cTeam Ally\u201d roster of athletes and creators includes several current or former NWSL players. So it would be pretty surprising if the brand didn\u2019t have a presence at this summer\u2019s FIFA Women\u2019s World Cup.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cWe\u2019ve been looking at media packages, honestly, since the beginning of the year,\u201d CMO Andrea Brimmer told Marketing Brew. \u201cWe held placeholder money for it because we would be conspicuously absent if we weren\u2019t there.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Still, Brimmer said there was a time she was worried World Cup broadcast ads might not have been in the cards for Ally. But a deal with Fox Sports came to fruition, she said, and the brand is also planning a range of other campaigns elsewhere to support that buy.<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>Be there or be square<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Fox Sports, which holds the US broadcast rights to the 2023 World Cup, gave \u201cincumbent\u201d advertisers the chance to buy inventory first, according to Brimmer, which resulted in a bit of a waiting game for newcomer Ally.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cI was worried that we weren\u2019t gonna get in there, to be honest with you,\u201d Brimmer told us. \u201cThe demand for women\u2019s sports is so high. It\u2019s a good problem to have\u2026but there were multiple months that we were scenario planning for Plan B, which is, if we couldn\u2019t get media in the actual World Cup, what would be the other things that we could do to surround the World Cup in lieu of media in the event we had gotten shut out?\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Eventually, Ally secured a \u201chealthy amount of spots [in the tournament]\u201d with the help of its media agency, EssenceMediacom. With a variety of spots on hand, including some from its \u201cIconicALLY\u201d campaign and a new campaign \u201cthat speaks to the cultural influence that women\u2019s sports have right now,\u201d Ally will make a \u201cgame-time decision\u201d about which ads will run when, Brimmer said.<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>Flood the zone<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Ally didn\u2019t entirely scrap that Plan B scenario for inventory surrounding the World Cup once it sorted out its broadcast ads. As of mid-June, Brimmer said Ally was starting to put together social media activations, and by July, had plans with former USWNT player Julie Foudy, who will be creating behind-the-scenes social content at the World Cup and integrations on her podcast, <em>Laughter Permitted<\/em>, for Ally.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Brimmer said the company also had \u201cdeep conversations\u201d with media companies focused on women\u2019s sports, like The Gist and Just Women\u2019s Sports, to discuss potential collaborations.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Ally did not share how much the company spends on marketing and the amount it allocates to sports, though all the media buys surrounding the World Cup have helped Ally make progress on its 50\/50 pledge, according to Brimmer. When the company first made the pledge, it was spending 90% of its marketing budget on men\u2019s sports and 10% on women\u2019s, she said; It\u2019s on track to reach a 60\/40 split between men\u2019s and women\u2019s by the end of this year.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cI\u2019m more worried about next year without the World Cup,\u201d she said. \u201cWhere will we find enough media to be able to stay on the current trajectory?\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">There are factors that have Brimmer thinking that Ally will figure it out: The NWSL\u2019s growth hasn\u2019t shown any signs of slowing, with last year\u2019s prime-time championship being the most-watched game in the history of the league and record-setting attendance so far this season. Plus, the 2024 Summer Olympics in Paris are right around the corner.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">On the whole, more brands are becoming interested in the ad inventory surrounding women\u2019s sports, Brimmer said, but there\u2019s still a \u201cnascent amount of media that is available.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cFor us, it is continually getting creative and working with legacy media partners, like the deal that we did with ESPN and Disney, to sit together and say, \u2018Okay, how can we aggregate enough media to have something that\u2019s meaningful to do together?\u2019\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/07\/13\/following-the-women-s-world-cup-you-re-sure-to-see-ally-financial?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you follow women\u2019s sports, you\u2019re probably familiar with Ally Financial. In May 2022, the financial services company pledged to split its ad spend on men\u2019s and women\u2019s sports equally within five years. In the year since, Ally has started to make good on that promise with a variety of deals, including an increased investment [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4918,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-4917","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Following the Women\u2019s World Cup? 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