PWHL awards newest franchise to Detroit, proving power of Ally’s hometown marketing strategy

The GIST: After three years of playing games in the Detroit market, the PWHL is finally ready to commit to the city. The league announced yesterday that it’s expanding to Detroit, MI, after hosting four games there.

• For us, the big headline to come out of this is the role Ally played in bringing the team to the city, one of what Ally CMO Andrea Brimmer calls its “hometown markets.” Let’s review the power of this strategy for Ally and how this mindset can be a win for a brand and the broader sports landscape. It had to be Detroit.

The context: The bank, which is headquartered in Detroit, has been integral in fostering the PWHL’s presence in Motor City. Ally was a presenting sponsor for Takeover Tour games in Detroit, and in March, it brought this year’s PWHL Detroit game to a linear U.S. audience for the first time.

• Ally is the new team’s official bank and its inaugural partner, and as per usual, it’s going full send: Team jerseys will include an exclusive Ally patch on the chest, and the PWHL will host its annual awards ceremony and draft in Detroit this year to celebrate the news.

The strategy: Ally considers Detroit its “hometown,” and its immediate, substantial investment in the new franchise reflects its commitment to the city and women’s sports, according to Brimmer. This reiterates what she told The GIST during a March interview: The brand feels strongly about what it calls its “hometown marketing strategy,” driven by Ally CEO Michael G. Rhodes.

• Brimmer believes there’s a “corporate responsibility to help bring tourism and eyeballs and all those kinds of things to the city,” noting it’s also a great way to boost exposure, raise a brand’s profile, and recruit new customers. But there’s an emotional element too: It fosters employee pride, which is important since they typically respond well to recognition.

Zooming out: Beyond encouraging employee buy-in, this strategy is a powerful and effective way to energize a city where a brand is based. Considering the historic fan attendance at PWHL games in Detroit, it makes sense Ally would want fans to be aware of the bank and its deep ties to the city.

• Ally’s own data shows how women’s sports fans turn into customers who develop strong trust with the brand. Bringing a team to the city? That’s a big deal, and it might be the first time we’ve seen a brand this instrumental in an expansion deal. Detroit — both its current PWHL fans and the city at large — will appreciate the impact.