Brimmer pointed out that Ally’s brand value grew by more than 30% last year as the banking category’s overall value dropped 3%. In addition, consumer trust in Ally grew by 10% in 2023, and Ally’s awareness, sentiment and consideration remain high—as does its revenue and number of new banking customers.
In addition, 65% of all customers at Ally’s digital storefront in 2023 were women. Apart from being invited to Vice President Kamala Harris’ residence as part of a group recognized for its contribution to women’s sports, those numbers represent the greatest validation of Brimmer and Ally’s approach to women’s sports marketing.
“This wasn’t just like, ‘Oh, we did it because Andrea played soccer at Michigan State, she was a product of Title IX and she just wants to go play around in this women’s sports stuff,’” Brimmer said. “There is a business thesis behind this, and it’s proving out.”
Everywhere it wants to be
Back in 2019, long before anyone heard of the Caitlin Clark Effect, Visa was reaching a sponsorship agreement with U.S. Soccer that pledged at least 50% of the company’s investment to the U.S. Women’s National Team and women’s soccer programs in support of the USWNT’s push for an equal pay agreement that finally arrived in 2022.
And the investment is more than just goodwill.
According to a 2023 report by Wasserman’s The Collective on women’s soccer, female sports fans are younger, more highly educated and more affluent compared to their male counterparts. They are also 54% more aware of sponsors and 45% more willing to buy from team sponsors than men.
Last year, just before the Women’s World Cup, Visa extended its agreement another five years under the same terms. But the company recognizes it can’t do everything itself.
