A recent Ally Financial ad buy with Disney 's ESPN focused on women's sports may be the biggest deal yet — in importance as much as the dollars attached.
The one-year, multimillion-dollar deal requires 90% of its investment to be put to women's sports, through expanding game highlights, branded content and features across ESPN.
"It is rare that brands buy media deals, or buy sponsorship deals, where they are as skewed toward women's sports as this one," she said.
The bank is the first-ever title sponsor for both the ACC Women's Basketball Tournament and the ACC Women's Soccer Championship, and will also be the exclusive presenting sponsor for the 2023 ACC Women's Lacrosse Championship.
A big money year for women's sports in 2022Ally's deal with Disney follows a successful year for women's sports on the media front, with sponsorship deals growing 20% year-over-year, according to sports and entertainment intelligence platform SponsorUnited.