WNBA Signs Ally As Changemaker, Official Bank; Ally Signs Incoming Rookie Bueckers
Friday, April 11, 2025 at 02:36PM By Barry Janoff
April 11, 2025: Financial firm Ally has taken a huge double-dip deal with the WNBA, signing a multi-year alliance to become a Changemaker and the official banking partner of the league; and signing a deal with Paige Beuckers of the NCAA women’s champion UConn Huskies, who is projected to be the overall No. 1 pick in the WNBA Draft April 14.
As a WNBA Changemaker, Ally said it would “focus on enhancing opportunities for fans to engage with the league and its stars, joining a collective of purpose-driven WNBA partners with a steadfast mission to empower women, girls and underrepresented groups through the power of sport.”
Bueckers joins Breanna Stewart (New York Liberty) and Sydney Colson (Indiana Fever) on Ally's WNBA player roster.
Financial terms of the two deals were not disclosed.
“Ally has consistently demonstrated a deep commitment to elevating women's sports in a way that drives real impact," WNBA commissioner Cathy Engelbert said via the league. "Their investment in the WNBA reflects shared goals for growing the game and expanding reach to more fans than ever before.
“As the WNBA continues to lead the way in women's sports, brands like Ally recognize the power of aligning with our league — not just as a business decision, but as a way to drive meaningful progress. I've admired Ally's commitment to women's sports and this partnership will help amplify the incredible talent, competition, and stories that make the WNBA so special."
WNBA Changemakers also include AT&T, CarMax, Deloitte, Google and Nike.
Ally was among the partners for the inaugural Unrivaled women’s pro 3x3 league co-founded by Stewart and Napheesa Collier and has a team deal with the WNBA Las Vegas Aces.
In 2021, Ally became the first official banking partner for the NWSL.
Among its activation in 2025, Ally becomes presenting sponsor for the first WNBA Rivals Week in August, will serve as the presenting partner of WNBA All-Star Voting for the game in Indianapolis this July, debut a fan activation at WNBA Live during All-Star Weekend and be the logo patch partner of the WNBA All-Star Game jerseys.
"Partnering with the WNBA is more than just a sponsorship; it's a statement Ally has been intent on making for quite some time," Andrea Brimmer, Ally CMO and PR officer, said via the firm.
“We know from our relationships with multiple players and the Las Vegas Aces, that the W and its players are among the most popular and influential figures in American sports right now. 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."
Bueckers’ initial activation with Ally is joining Stewart and Colson to launch Ally’s “'That's A ‘Savings’ Bucket Sweepstakes.”
The national sweeps begins today and plays off the bank's "savings bucket" feature, offering people a chance to win an all-expenses-paid trip to the July 18-19 AT&T WNBA All-Star 2025 in Indianapolis and $5,000 toward their savings goals. (Details here.)
Ally' said its partnership with the WNBA would also “contribute significantly to the brand's unprecedented 50/50 Pledge.”
Ally launched the initiative to “reach parity across its paid media spend in women's and men's sports that has played a major role in Ally's emergence as a true market mover in women's sports.”
Ally said it would now integrate into the WNBA's best-in-class media coverage as part of this relationship, investing with the league's current and future broadcast partners as part of its media commitment.
The deal "advances Ally's goal to reach parity with its paid media spending, positioning the company to hit 50/50 in 2026, a full year ahead of schedule, according to the company."
“As the WNBA continues to lead the way in women's sports, brands like Ally recognize the power of aligning with our league."
The WNBA’s first Rivals Week Rivals Week includes Caitlin Clark and the Fever playing Angel Reese and the Chicago Sky in prime time (CBS) Aug. 9; and two between New York and Minnesota Lynx in a rematch of the 2024 WNBA Finals.
"You can have a great partnership, but you also have to have great activation," Engelbert said during a media videoconference call. "There's going to be a full slate of games that week and that's going to be a cool part of the activation.
"The timing of that week is critical, because in August you start to really make that playoff push. So it would be great to have those match-ups during that period to drive that playoff push into September and crown a champion in October."
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