Ep. #27 How Ally is Pledging to Close the Gender Gap in Sports Advertising, ft. Bridget Sponsky

The Business Case For Women's Sports

Jul 21 2022 • 33 mins


In Ep. #27, Caroline sits down with Bridget Sponsky, the Executive Director of Brand, Sports and Sponsorship Marketing at Ally Bank. At the 2022 espnW Summit, Ally announced a pledge to achieve equal spending in paid advertising across women’s and men’s sports programming over the next five years. Additionally, to mark the 50th anniversary of Title IX, Ally will turn its 50/50 media spend pledge into action by launching "Watch the Game, Change the Game," a new national advocacy initiative spanning broadcast, digital and social media channels aimed at rallying viewership of women's competitions.

"Watch the Game, Change the Game" will support the drive for equity in sports media coverage with a new TV spot and marketing campaign featuring real female athletes at the top of their game, rally scarves for fans to show their support, and takeovers of field signage at National Women's Soccer League and Women's International Champions Cup games. This initiative is intended to act as a call to action because Ally believes that more representation in media will help create long-term sustainability for women's sports and drive fandom, followership, and deepened engagement with core audiences for the brands that invest.

In this episode, hear Bridget talk more about Ally's women's sports-focused initiatives, and discuss why the brand is so committed to creating gender equity in sports.

For more information on Ally's "Watch the Game, Change the Game" campaign, visit watchtochange.com.