About the project

Although demand for women’s sports has never been higher, it remains woefully underfunded. Caught in a vicious cycle of poor sponsorship support due to poor ratings due to poor/inconsistent exposure and coverage.

As a financial institution and founding sponsor of the National Women’s Soccer League (NWSL) with a belief that everyone deserves an ally. With Title IX, the US law mandating equal opportunity for women in college sport, turning 50 years, Ally Bank believed now was the time to break this cycle.

investing interesting in women’s sports = investing interest in women’s futures

Rather than looking back, we looked ahead. Connecting sports fandom and empowering it with the ability to change futures. By simply watching you are signaling that women matter. To networks, to sponsors and to the younger generations watching you. This turned into a rallying cry for Ally. First making the unprecedented pledge to spend 50/50 behind men’s and women’s sponsorships. And then putting muscle behind their ad spend to persuade CBS to air the NWSL final in primetime for the first time ever. Together with the accompanying campaign, Watch the Game Chang the Game rallied a record # of viewers (~1MM), becoming the most-watched match in league history and helping set up future rights deals.