The Women’s National Basketball Association (WNBA) has announced financial services company Ally Financial as the league’s official retail bank and member of its Changemakers Collective.
Under the partnership, Ally will be heavily involved in the WNBA’s All-Star Weekend in Indianapolis on July 18 and 19. As a patch partner, the bank’s logo will be featured on the courts and the players’ jerseys.
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The company will also debut an activation for fans at the WNBA Live fan festival and sponsor the weekend’s All-Star Game fan voting.
Additionally, Ally will be the presenting partner for the league’s inaugural “Rivals Week” from August 9 to 17 and will host fan activations during that week.
WNBA chief growth officer Colie Edison said: “Partners like Ally who are intentional and authentic in what they’re doing really help us in increasing household name recognition for our players, which is important, and helping us do athlete storytelling in great and innovative new ways.”
As a WNBA Changemaker, Ally will join a collection of WNBA partners with a mission to empower women, girls, and underrepresented groups through sport.
Ally chief marketing officer Andrea Brimmer has said: “Partnering with the WNBA is more than just a sponsorship; it's a statement Ally has been intent on making for quite some time.
“Deepening our connection with the league gives Ally incredible new opportunities to grow our businesses as we work to elevate the WNBA fan experience together and shape this new era of women's sports.”
Ally’s partnership with the WNBA contributes significantly to the brand’s 50/50 Pledge initiative launched by Ally to reach parity across its paid media spend in women’s and men’s sports as part of its multi-year agreement with media giant Disney to “advance equality in women’s sports coverage.”
The company currently serves as the official retail banking partner of WNBA’s Las Vegas Aces and counts Breanna Stew and Sydney Colson of New York Liberty and Indiana Fever, respectively, on its player roster.
Its Disney partnership has seen Ally become an official sponsor of the Atlantic Coast Conference (ACC) from US collegiate sport, featuring the first-ever title sponsorships of the ACC Women's Basketball Tournament and Women's Soccer Championship, as well as the exclusive presenting sponsorship of the 2023 ACC Women's Lacrosse Championship.
Ally has also sponsored the National Women’s Soccer League (NWSL) since 2021 and recently extended that deal until 2027. The company additionally teamed up with the NWSL Players Association as the union’s first official partner in February 2022.
Ally’s other sports sponsorships include deals with Major League Soccer and several NBA teams, as well as an array of golf partnerships such as with the US Golf Association, the men’s PGA Tour Champions event at Warwick Hills and the PGA of America, as well as a sponsorship deal with Lilia Vu, a two-time major champion and Ladies Professional Golf Association’s player of the year.
Additionally, the WNBA has announced a multi-year partnership with Coach, designating the designer brand as the league's official handbag partner.
The partnership will be highlighted at events throughout the season, starting with the 2025 WNBA Draft on April 14 at The Shed in New York City, where the WNBA Draft Orange Carpet presented by Coach will welcome the new WNBA rookies.
Coach will also partner with five WNBA prospects, Paige Bueckers (University of Connecticut), Hailey Van Lith (Texas Christian University), Aneesah Morrow (Louisiana State University), Kiki Iriafen (University of South California), and Sonia Citron (Notre Dame).
Coach will also become the presenting partner of WNBA Pride, a platform the league launched in 2014.
Meanwhile, the WNBA’s newest expansion team, the Golden State Valkyries, has announced a multi-year sponsorship with domestic airline United Airlines as a founding partner and the organization’s official airline ahead of its inaugural season.
United Airlines will gain digital signage inside and outside of its home stadium, Chase Center, as well as a social content series and in-market promotion.
The airlines will also partner with the team on community initiatives, including giving youth basketball teams the chance to attend a Valkyries game, participate in player meet-and-greets, and attend a skills clinic.
Golden State Valkyries president Jess Smith said: “United Airlines is committed to showing up by our side as we build the Valkyries both on and off the court.
“Our shared commitment to building a better tomorrow with a focus on inclusion through education will allow us to create pathways for youth all while we enhance the fan experience.”
Ahead of its inaugural season, Valkyries have announced several sponsorship deals, including US investment bank JP Morgan, US beauty retailer Sephora, and media partner CBS Bay Area.
Elsewhere in the WNBA, pharmacy store chain Walgreens has renewed its partnership with the Connecticut Suns to remain the team’s official retail wellness partner and jersey patch sponsor for the 2025 season.
As jersey patch partner, Walgreens will have its logo displayed on the Suns’ jerseys throughout the 2025 season and will sponsor the team’s “Game-Action Givebacks” initiative, which will see a donation to every assist made by a Sun player.
The partnership also includes the launch of a player-driven content series highlighting topics related to women’s wellness, including mental health.
Connecticut Sun president Jen Rizzotti said: “Walgreens and the Connecticut Sun share a commitment to women’s health and well-being.
“We look forward to collaborating with them to provide our fans and community with greater access to resources and wellness products that make them feel seen, valued, and supported.”
