Case Study: Ally drives parity in women’s sports with Tier One Partners

Ally drives 116M+ earned media impressions with Tier One Partners

Ally, a financial services company, faced the challenge of professional and college women's sports receiving less than 10% of sports media coverage, which limited the athletes' earning potential and opportunities. Partnering with Tier One Partners, Ally sought to underscore its brand promise by becoming a catalyst for meaningful societal change in this area of inequity.

Following Tier One Partners' strategy, Ally launched a campaign to drive awareness and break the cycle of unfairness. This included a pledge to invest equally in men's and women's sports and moving the National Women's Soccer League Championship into prime time. The results were significant, generating over 116 million earned media impressions, an 8% increase in brand awareness, and a 1.6x increase in brand affinity, alongside industry recognition.

Ally