Ally: Equal media spending

The GIST: At Wednesday’s espnW Summit, Ally CMO Andrea Brimmer announced the online bank will spend equal media dollars on women’s and men’s sports over the next five years. Talk about putting your money where your mouth is.

The details: The move is part of Ally’s “Watch the Game, Change the Game” campaign, which launches in June to mark the 50th anniversary of Title IX. The campaign challenges other brands to join the bank’s pledge.

• Ally’s no stranger to women’s sports. It inked a comprehensive deal with the NWSL in 2021 that included paying playoff bonuses, and became the first official partner of the league’s Players Association this year.

Zooming out: Ally’s challenge to other companies isn’t just good PR — the ROI for women’s sports sponsors are strong. This year’s women’s March Madness earned sponsors 78% of total time on screen during the 74.6 million hours ESPN platforms dedicated to the tourney. No wonder Brimmer describes the move as “good business.”