Ally Financial is making an unconventional but strategic play, using its NASCAR sponsorship to promote Unrivaled, the new 3x3 women’s basketball league co-founded by WNBA stars Breanna Stewart and Napheesa Collier.

• Alex Bowman’s No. 48 car will debut a custom Unrivaled paint scheme at the March 23 NASCAR Cup Series race in Homestead, Florida.

• The design, created by artist Sophia Chang, will feature slogans like "Women’s Sports = Good Business” and "A Movement, Not a Moment."

• NASCAR’s audience is 41% female, offering an unexpected but engaged demographic for women’s sports crossover marketing.

• Unrivaled provides WNBA stars an alternative to overseas play and has been building excitement through its high-energy, intimate format.

Why It Matters

This is a textbook example of smart brand activation—leveraging a mainstream sports audience to raise awareness for a growing women’s league. Ally has built a strong reputation for championing women’s sports investments, and this move continues that commitment in a bold, unexpected way.

Beyond just sponsorship dollars, rightsholders should consider the broader impact brands can have in shaping awareness and driving audience growth through activations and cross-promotion.

It also challenges the outdated perception of NASCAR’s fan base, recognising its engaged, diverse, and loyal following as an untapped market for women’s sports.