Ally reaffirms unique NWSLPA partnership in multiyear extension through 2027

The GIST: Today, the NWSL Players Association (NWSLPA) and Ally agreed to a multiyear extension of their existing sponsorship deal through 2027. The recommitment comes as Ally continues to advance its 50/50 Pledge goal and further proves the viability of partnering with pro players unions in women’s sports. A day one right there.

The details: The extension aims to amplify NWSL athlete visibility and equity, specifically through the Ally Award, which allows players to select a peer who represents the perfect teammate. Ally will also help the NWSLPA fight for higher professional standards, such as improved player safety, pay, and benefits while providing access to financial tools and programming.

• Ally CMO Andrea Brimmer recently described the brand’s decision to become the NWSLPA’s first-ever sponsor after its CBA ratification as “an act of solidarity…when the players needed a demonstration of unwavering commitment to their cause.”

The landscape: Sponsorships for players associations are common in men’s pro sports, where more established leagues have a head start in the existence and business scale of their unions. The NFLPA, for example, has a multitude of sponsors. So does the NBPA, which entered a marketing partnership with NBA 2K that allows players to participate in esports activations.

• As women’s leagues undergo rapid business development, the infrastructure of labor unions is also scaling up. Although the NWSLPA has eight additional partners that have strong working relationships and have supported the union since its early years, none have an official agreement in place like Ally.

Zooming out: Recent data affirmed once again that women’s sports fans are primed to support companies that align with their values. Ally has already boosted brand affinity and consumer trust by supporting women’s sports, but by sponsoring the NWSLPA, it banks further goodwill with players and fans and helps uplift the game overall.

• Even though Ally made waves with its unique NWSLPA partnership in 2022, no one else has really jumped on the bandwagon so far, leaving plenty of green field for other brands.