Ally announced a five-year extension of its partnership with the NWSL during halftime of Saturday's championship

The GIST: Ally will keep on kicking with the NWSL. During halftime of Saturday’s championship, the financial services company announced a five-year extension of its partnership to stay on as the NWSL’s second-largest sponsor (only behind Nike).

The details: The brand committed to spending a “significant” amount of advertising money with the NWSL’s media partners, which CMO Andrea Brimmer said “gives [the league] some wherewithal when they’re [...] negotiating media rights deals.” The company also relinquished some sponsorship inventory, allowing the NWSL to book new partners.

• Ally’s already in the habit of spending on NWSL broadcasts. It increased media spend to help push the championship to primetime, and Brimmer told The GIST that the company is eyeing other ways to improve the media landscape for women’s sports.

• Ally also came to the bargaining table even earlier than anticipated. The brand was in an option year in 2022, but chose to forego a short-term extension for a long-term commitment to provide the league with a strong financial foundation while it grows.

The context: With the season in the rearview mirror, the NWSL now heads into an exclusive negotiation period with CBS. The league’s $4.5 million domestic rights deal expires at the end of 2023, but the search for an international partner has already begun — its global deal with Twitch ends this year. Talk about timing.

Zooming out: Throughout its partnership with the NWSL, Ally has acted more like a business partner than the average league sponsor. In the process, the brand is showcasing the multitude of ways committed corporate partners can leverage their power to support women’s sports and boost ROI.