Since the dawn of television, there has been a massive disparity between media coverage of men’s and women’s sporting events, resulting in significantly less money in women’s sports. Although coverage of women’s sports has grown, there remains a disparity that Detroit-based financial services company Ally Financial has been seeking to address. “There was this vicious cycle that we all know of today,” said Bridget Sponsky, the company’s executive director of brand, sponsorship and creative marketing. “Brands weren’t investing because the media wasn’t covering and the media wasn’t covering because brands weren’t investing. That wasn’t going to change unless women’s sports had investment from the brands.” In May 2022, Ally launched its 50/50 pledge, becoming the first brand to publicly commit to equal media spending in men’s and women’s sports. In April of this year, Ally accomplished its goal a full year ahead of schedule. Playing a significant role in achieving its aim has been Ally’s partnership with the USGA, which started in 2024. B...