The Walt Disney Company has teamed up with digital financial services firm, Ally Financial, in a multi-million-dollar deal that will oversee a provision of increased marketing and exposure for women’s sports.

The ‘first-of-its-kind’ collaboration will feature a media investment of more than 90% anchored into women’s sports, focused on branded content, expanding game highlights, and features across the Entertainment and Sports Programming Network (ESPN).

Late last year, Ally challenged Disney to form a gender-equality-based sponsorship package, advancing the brand’s pledge to reach 50/50 media spending across men’s and women’s sports.

The partnership makes Ally Financial an official sponsor of the Atlantic Coast Conference (ACC), including the inaugural ACC Women’s Basketball Tournament and Women’s Soccer Tournament.

Ally also adds the 2023 ACC Women’s Lacrosse Championship to its exclusive presenting sponsorship portfolio.

Commenting on the partnership, Disney advertising president, Rita Ferro, said: “For nearly three decades, we have been intentional in prioritizing and spotlighting the accomplishments and stories surrounding women’s sports.”

Ally CMO, Andrea Brimmer, added: “For too long, women’s sports programming has been treated as an afterthought in the media buying process, perpetually giving women athletes the short end in terms of media exposure and income opportunity while limiting investment opportunities for brands.”

“We are taking a major step forward together with Disney and the ACC to change the way women’s media is packaged, and through this barrier-breaking partnership – that channels funds directly to women’s sports and begins to level the playing field for female athletes – we hope to create the kind of systemic change needed to significantly increase visibility, opportunity and fandom in women’s sports.”

This news comes after the Disney CEO announced that ESPN is not for sale.