NWSL Players Association Expands Relationship With Ally, Extends Partnership through 2027

Ally will empower NWSLPA members to secure the financial future they deserve by giving them access to its financial tools and programming.

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ASHEVILLE, N.C. and CHARLOTTE, N.C., April 24, 2024 – The NWSL Players Association (NWSLPA) today announced it has agreed to a multi-year sponsorship extension with Ally Financial Inc. (NYSE: ALLY), a financial services company with the nation’s largest all-digital bank and a leading brand in women’s sports. The extension runs through 2027 and keeps Ally as the official retail banking partner of the NWSLPA.

As its first official partner, the NWSLPA brought Ally onboard in February 2022 following the historic collective bargaining agreement between the Players Association and the league. Ally’s initial investment allowed the organization to add to its staff, increasing the NWSLPA’s ability to further its progress in improving professional standards, player safety, pay and benefits, as well as broadening access to opportunities and resources for players on and off the field.

“As someone who played professionally for more than a decade, I’m thrilled to see Ally’s commitment. It’s about recognizing the value of women in sports and supporting our journey towards equality,” said Tori Huster, President, NWSLPA. “Ally’s dedication to providing tailored financial services ensures that the incredible players we represent can focus on breaking barriers on the field, knowing that their financial well-being is in trusted hands.”

“We became the first-ever sponsor of the NWSLPA as an act of solidarity. It was at a time when the players needed a demonstration of unwavering commitment to their cause,” said Andrea Brimmer, Chief Marketing and PR Officer at Ally. “This sponsorship extension is a reaffirmation of our commitment to the NWSLPA, and recognition of those who continue to lift up the voices of the most important part of the league – the players.”

With this sponsorship renewal, Ally will continue its efforts to help elevate the profile of the Players Association while recognizing the athletes who continue to break barriers with its initiatives like the Ally Award. The Ally Award, the first NWSLPA partner-athlete award program, allows players to vote for a teammate who embodies the spirit of the consummate teammate. Previous recipients include Becky Sauerbrunn in 2023 and Desiree Scott, the inaugural recipient in 2022.

Additionally, Ally will empower NWSLPA members to secure the financial future they deserve by giving them access to its financial tools and programming.

“From day one, we’ve been vocal about why brands should invest intentionally in women’s sports, from the business driving benefits to the lasting impact it has on the broader ecosystem,” added Brimmer. “All of that is especially true when it comes to investing in the players who make it all possible. World-class athletes should have access to world-class training and tools, whether on or off the field. That’s why we’re here.”

“Ally’s constant investment is integral to our shared mission for growth and a level playing field” stated Meghann Burke, Executive Director, NWSLPA. “As our athletes continue to be recognized as the best in the world, Ally’s backing enhances our team’s capabilities and widens our influence, playing a vital role in our collective journey toward making a lasting impact.”

OneTeam Partners, the sponsorship and licensing partner of the NWSLPA, facilitated this impactful partnership. “OneTeam is thrilled to have played a role in extending this partnership, uniting two powerhouses in providing critical financial resources and education for NWSLPA players,” said Emily Sisson, Senior Vice President, Sponsorships, Athlete & Partner Marketing at OneTeam. “The collaboration, driven by a shared commitment to empowerment and equality advocacy, underscores the results when partners like Ally actively lead and understand the importance of supporting these moments.”

Established in May 2017, the NWSLPA is the labor union representing all NWSL players. This extended support allows the NWSLPA to continue fighting for higher professional standards, player safety, pay and benefits, and broadening access to opportunities and resources both on and off the field.




David Cooper