USGA has signed a multi-year deal with Ally Financial that sees the company become a partner to both the US Open and US Women’s Open.

The leading financial services company has announced a new multi-year, multi-million-dollar corporate partnership with USGA.

The deal sees Ally Financial become the official retail banking partner of the USGA, the US Open and US Women’s Open.

Ally also become the new presenting partner for the US Women’s Open with that agreement beginning with the 2024 edition at Lancaster Country Club.

As a result of the partnership, the 2024 US Women’s Open will see increased prize money of $12 million.

Ally have also announced a partnership with current women’s world number one golfer Lilia Vu.

Ally Financial USGA Agreement Reaction

“Golf is on a meteoric rise and its fanbase is more diverse than ever, bringing it in line with those who choose to bank with Ally,” said Stephanie Marciano, head of sports marketing at Ally.

“The USGA is best-in-class and presented us a powerful opportunity to positively impact both the women’s and men’s game, as well as engage a new group of sports fans across the country.

“We couldn’t be more excited to team up and deliver on that promise together.”

USGA CEO Mike Whan added: “Partnering with Ally allows us to not only continue elevating the US Women’s Open, but to also further our commitment to the future of the game via our US National Development Program.

“Ally has established itself as a force in sports, with a passion for equity across the industry. Its brand values and actions align perfectly with ours, and I can’t wait to see what we are able to do together.”

About Ally Financial

Ally Financial Inc is a financial services company with the nation’s largest all-digital bank and an industry-leading auto financing business, driven by a mission to “Do It Right” and be a relentless ally for customers and communities.

The company serves more than 11 million customers through a full range of online banking services (including deposits, mortgage, point-of-sale personal lending, and credit card products) and securities brokerage and investment advisory services.

The company also includes a robust corporate finance business that offers capital for equity sponsors and middle-market companies, as well as auto financing and insurance offerings.

Ally is a market mover in women’s sports, led by its unprecedented 50/50 Pledge, which is an initiative Ally launched to reach parity across its paid media spend in men’s and women’s sports.

This deal contributes to the 50/50 Pledge as Ally will now integrate into the USGA’s best-in-class media coverage.

As part of this relationship, Ally will invest significantly with NBC Universal Media as part of its media commitment, which will also give Ally category exclusivity for in-broadcast features during the U.S. Women’s Open.