Ally Achieves Historic 50/50 Sports Media Pledge One Year Ahead of Schedule

Commits to Continuing the Work to Advance Women's Sports and Support the Fans Who Made It Happen

Apr. 14, 2026 at 6:21pm

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A fractured, multi-perspective painting depicting a women's sports competition, with sharp, overlapping geometric planes in vibrant colors representing the dynamic energy and momentum of the women's sports industry.Ally's pioneering 50/50 sports media pledge has helped drive unprecedented growth and visibility for women's sports, transforming the industry's landscape.Charlotte Today

Ally Financial Inc. has officially met its groundbreaking 50/50 media pledge a full year ahead of schedule, achieving equal advertising spending on men's and women's sports media. The milestone cements Ally as the first brand to set—and achieve—a public, time-bound goal for equal advertising spend across men's and women's sports media.

Why it matters

The commitment also delivered measurable business results for Ally that validated the company's strategic, early investment in women's sports. Since the pledge launched in 2022, Ally's brand value is up 40% and women's sports fans are 27% more likely to say they trust Ally compared to general consumers.

The details

Originally launched in May of 2022 with a five-year target, the 50/50 pledge sought to upend a vicious cycle driving significant disparity in media coverage and economic prosperity of women's sports. Since the launch, the women's sports industry has seen explosive growth – with record viewership, game-changing media and sponsorship deals, highest-ever team valuations and stronger media representation.

  • The 50/50 pledge was launched in May 2022 with a five-year target.
  • Ally met the 50/50 pledge a full year ahead of schedule in April 2026.

The players

Ally Financial Inc.

A financial services company with the nation's largest all-digital bank and an industry-leading auto financing business.

Andrea Brimmer

Ally's Chief Marketing and Public Relations Officer.

Martin Blich

Executive Director and U.S. Head of Sports Partnerships & Investment at WPP Media.

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What they’re saying

“When we launched this pledge in 2022, we saw around a corner and believed women's sports was the next significant space in sponsorships because of its positive trajectory — passionate fans, incredible athletes, untapped potential. But, it needed partners willing to help make the infrastructure.”

— Andrea Brimmer, Ally's Chief Marketing and Public Relations Officer

“Over the course of this commitment, we partnered closely with Ally to rethink how the sports media marketplace could work — helping unlock inventory where it didn't previously exist and identifying emerging platforms ahead of traditional benchmarks.”

— Martin Blich, Executive Director and U.S. Head of Sports Partnerships & Investment, WPP Media

What’s next

Ally is committed to continuing its investment in women's sports to address rising costs and ensure long-term, sustainable growth as the women's sports industry has exploded.

The takeaway

Ally's achievement of its 50/50 sports media pledge a year early demonstrates the power of strategic, early investment in women's sports. This milestone validates the positive trajectory of women's sports and the business benefits for brands that support this growing industry.