Ally Financial: Advancing the “primetime-ification” of women’s sports

Ally Financial launched a campaign in the US to drive awareness around the inequity that exists and the opportunity to be had within women's sports, break the cycle of inequity, and take the stage as an industry leader, encouraging other brands to invest in women's sports.

Assignment

The Problem

In 2019, 14 million Americans tuned in to see the U.S. Women's National Team in the FIFA World Cup finals (22% more than the 2018 men's final). The 2022 Women's NCAA basketball championship was the most-watched college basketball game (men or women) on ESPN since 2008. The 2021 women's U.S. Open final saw the tennis tournament's largest audience with 3.4 million viewers tuning in to ESPN.

Yet, despite record-breaking viewership trends and tremendous opportunity for brands to generate greater fan engagement and awareness, women's sports are still woefully underrepresented in media. In fact, women's sports receive less...

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