NWSL and Ally reach league-wide sponsorship deal

The American Women’s Football League unveils its first-ever official banking partner.

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Agreement structured so that part of Ally’s sponsorship fee goes directly to NWSL players
The deal comes the same week the league announced Nationwide as its official insurance partner


The National Women’s Soccer League (NWSL) has added financial services company Ally to its growing list of national sponsors.

The deal will see Ally become the NWSL’s first official banking partner, while also serving as a round sponsor for all ten of the American Football League.

The deal has been structured to include a “player impact focus program,” which will ensure that a portion of Ally’s sponsorship fees go directly to NWSL players.

Additionally, Ally plans to work with other league partners on a series of diversity, equality and inclusion initiatives that will be announced at a later date.

The duration and financial terms of the agreement have not been made public.

NWSL Commissioner Lisa Baird said: “The NWSL and Ally are a game-changer in our respective industries and the opportunity to showcase our shared values ​​and our commitment to level the playing field is an extraordinarily unique proposition in the world. sports sponsorship. ”

The deal comes the same week that the NWSL announced a new partnership with insurance company Nationwide, which, along with Ally, has joined Budweiser, Secret, Nike and Verizon in the league’s sponsor portfolio.

The 2021 NWSL season kicks off April 9, when the Chicago Red Stars face defending champion Houston Dash in a rematch of last year’s Challenge Cup final.


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