https://www.thegistsports.comGatsbyJSTue, 06 Oct 2026 00:11:13 GMThttps://www.thegistsports.com/article/women-who-transformed-the-wsl-71080d52-62e5-5490-932b-0d623de99341Sat, 08 Aug 2026 00:00:00 GMT<![CDATA[Former Nike exec Nikki Doucet is Canadian, but the WSL CEO has brought renewed passion and business expertise to the women’s game in England. For Doucet, the crux of the WSL’s success lies in its differences from the men’s game, not its similarities. “Women’s football is built on a rebellion and a rebellious spirit,” she said earlier this year. In 2023, Doucet was brought in by the Football Association (FA) — English soccer’s governing body — to lead the league’s transition to the club-owned corporate entity, NewCo. Since becoming CEO, she has had groundbreaking commercial successes, including a “near doubling” of sponsorship and media rights deals. She renewed or facilitated partnerships with Barclays, Apple, Mercedes-Benz, and Nike, and rebranded the league in 2025 to help present it as a singular, unified product. While the WSL’s growth is already impressive, Doucet's focus remains on long-term success instead of flashy, short-term wins. The league launched its new website in May 2025 and set its sights on expansion, with Chelsea investor Alexis Ohanian envisioning the WSL’s first billion-dollar franchise. Doucet’s next challenge? To ensure growth becomes more evenly distributed across teams: She acknowledged that some clubs invested ahead of the curve and are already reaping the rewards, while others have lagged behind. As the calendar soon turns to a FIFA Women’s World Cup year, Doucet will look to close that gap and fill seats across the WSL. "The mission is to build the most distinctive, competitive, and entertaining women's football club competitions in the world,” Doucet said last year. It's a reminder that for all the marquee sponsorships, her real test is turning a moment into a movement.]]>https://www.thegistsports.com/article/clevelands-wnba-franchise-708a5da4-ab55-5bcb-ae12-20034858e743Thu, 06 Aug 2026 00:00:00 GMT<![CDATA[The GIST: A little over a year ago, Cleveland was announced as the WNBA’s 16th franchise after Rock Entertainment Group (REG) paid a historic $250 million expansion fee. Now, the city finally knows who they’ll be cheering for: the Sirens. The club debuted its name and branding on Tuesday at Rocket Arena, the 19.4K-seater stadium where it will begin play in 2028. Some fans may have been hoping for a resurgence of the Rockers (the original Cleveland team circa 1997), but the new identity still pays homage to the past while the numbers speak to a very bright future. 🔱 The brand: The logo, designed by REG and creative agency Supper, draws upon themes of fluidity, fearlessness, and civic pride, particularly in Lake Erie. The brand colors are a tribute to the nearby lake and the Rockers’ iconic icy blue, now in the form of “Erie Blue” and “Siren Blue”. That’s cold. And the longer you look at the design, more details come to the surface. From the webbed, clawed hand palming a ball to the hidden “C-L-E” and the five waves of the siren’s hair symbolizing Cleveland’s future starting five, it’s a masterclass in sports branding. 🎟️ The response: Prior to the launch, teasers urged basketball fans to “hear the call,” but Cleveland die-hards had already answered months earlier. As of yesterday, the Sirens broke the 10K season ticket deposit threshold, a milestone that has only been reached once in the W — by the Golden State Valkyries in 2025. And for anyone curious about conflict with the other Sirens? Don’t worry, Front Office Sports reported that the name won’t infringe on the trademark held by the PWHL’s NY franchise. There’s room for all in the deep blue sea.]]>https://www.thegistsports.com/article/fifa-president-abandons-plan-c7053774-2262-512c-a719-6a9617ad88c0Tue, 04 Aug 2026 00:00:00 GMT<![CDATA[The GIST: FIFA president Gianni Infantino is in the “find out” phase after his plan to sell stakes in the World Cup to private equity firms united the soccer world against him in record time. The proposal was officially abandoned on Friday but the backlash (and gaslighting) are just getting started. Delicious. The background: Last week, FIFA announced plans to create a new company, FIFA Forward Enterprise, to oversee its main events, including the men’s and women’s World Cup…and sell a stake in that company to private investors to raise a total of $20B. The boycott: Shortly after Infantino’s plan went public, European football’s governing body UEFA announced it would boycott FIFA–sanctioned events like the WWC qualifiers planned for fall. This would have been disastrous for the tournament with six of the top 10 teams in the world coming from Europe, including reigning champs Spain. North American soccer body Concacaf and the Asian Football Confederation also rejected FIFA’s proposal. However, with Infantino’s plans abandoned, the European boycott will not proceed. Looking ahead: Things are just getting started for Infantino who, instead of receiving a self-imposed 525% pay increase, will endure a more-contested presidential re-election campaign in March 2027. There are also rumblings of a vote of no confidence, but it would require 43 member associations to even trigger a vote and it’s unclear how many would actually be needed to oust him. A girl can dream.]]>https://www.thegistsports.com/article/nwsl-contract-with-victory-adda66a2-f69b-5e0f-9c5a-0eb8d54c9e88Tue, 04 Aug 2026 00:00:00 GMT<![CDATA[The GIST: The NWSL hasn’t yet confirmed or denied if it’ll be starting the 2027 season a full month earlier due to the FIFA Women’s World Cup (WWC), but it did surprisingly reveal the immediate termination of its media rights agreement with streaming partner Victory+ last Thursday. It’s been less than a year since the league announced Victory+ as its fifth media partner. The partnership goal was to increase the discoverability of games via free, ad-supported streams and Sunday primetime broadcasts. So how did it unravel so fast? Let’s dive in. The details: The NWSL is the third major sports rights holder to exit the platform in less than a month following MLB’s Texas Rangers and the NHL’s Anaheim Ducks. And although no official reason has been given for the NWSL termination, both the Rangers and Ducks cited that Victory+ had fallen behind on payments. According to the Sports Business Journal, the streamer has faced difficulties with securing additional financing since February. Interesting… Zooming out: The direct-to-consumer streaming switch is an attractive option for teams and leagues who know fans are frustrated with blackouts, or not having cable at all. They also offer a consistent way for out-of-market fans to watch games, something that was important in Victory+’s NWSL deal as expansion teams Boston and Denver joined this season. All soccer games slated for Victory+ were immediately made available on NWSL+, a quick and smart pivot for the league. Still, with clients like the Minnesota Lynx, Atlanta Dream, Dallas Stars, and LOVB on its dwindling roster, this might not be the last loss for Victory+.]]>https://www.thegistsports.com/article/simmons-womens-sports-busines-d42c6589-6b39-5621-9d9b-df6b7557a865Sat, 01 Aug 2026 00:00:00 GMT<![CDATA[When the Simmons SOM’s advisory board ran the numbers, it seemed like a no-brainer to focus on women’s sports. As one of the fastest-growing global industries, women’s sports could generate at least $2.5B in value for rights holders in the U.S. by 2030, a 250% increase from 2024. Simmons has made a habit of going first, so why stop when it comes to women’s sports? "This program matters right now because women's sports are no longer asking for a seat at the table...we are at the table," Boston Celtics executive, former WNBA player, and incoming lecturer Allison Feaster said this month. "The investment is here. The audience is here. The momentum is real. And Simmons will mold leaders who are prepared to meet this moment with skill, strategy, and purpose." Up until Simmons’ historic December 2025 announcement, academic specializations in women’s sports only existed on an elective, curricular, or internship level. Columbia and UMass Amherst integrate women-centric courses into existing sports management curricula, and schools like the University of Washington and the University of North Carolina teach "gender and sport" as offerings within women and gender studies programs. Until this year, students could sprinkle women’s sports into their studies as a topping. Now, it can be their bread and butter.]]>https://www.thegistsports.com/article/lack-of-planning-impacts-wafcon-61f27541-d080-5cf7-b6c2-8bce4b51ef74Thu, 30 Jul 2026 00:00:00 GMT<![CDATA[The GIST: The Women’s Africa Cup of Nations (WAFCON) is a major continental soccer tournament that occurs every two years. And yet, for the second straight iteration, logistical failures and neglect from the Confederation of African Football (CAF) have affected the quality and success of the event. The world is mad and so are we, so let’s rage scroll and get into the deets. 📆 The delay: WAFCON 2026 was slated to start this spring in Morocco, but a mere 12 days before the opening match and as players were already reporting for national team duty, the CAF postponed the tournament due to unforeseen circumstances. And, this wasn’t the first time the CAF moved their premier women’s tournament: In 2024, participants had to wait 19 months after the end of qualification because the federation didn’t realize WAFCON was scheduled during the 2024 Paris Olympics, where two countries — Zambia and Nigeria — were set to compete. Yikes. 🏟️ The logistics: Keeping the tourney in the same calendar year might have been a victory if it wasn’t so hard to see the games. Following the popular FIFA men’s World Cup, WAFCON organizers could have capitalized on that excitement with more international soccer, but their lack of promotion and media deals, especially in the bustling UK market, has left fans frustrated. 🚨 The importance: The 2027 FIFA Women’s World Cup (WWC) in Brazil is less than a year away and WAFCON is the only qualifying route for African teams, meaning this tournament isn’t only for glory. Making the quarter-finals is crucial — the four winners in that round receive an automatic WWC berth, while the four losers enter a global playoff tournament. 🔭 Zooming out: Although the confederation did some things right, like doubling the winner’s prize purse and expanding the field from 12 to 16 teams, the disrespect still stings. Instead of drawing fans in with icons like back-to-back NWSL MVP Temwa Chawinga and elite striker Barbra Banda, the CAF is missing out on additional growth and exposure for their rising national teams ahead of the WWC. Luckily, BeIN Sports is broadcasting games in both Canada and the U.S. so fans can get the international footy fix they’ve been missing. Yes, please.]]>https://www.thegistsports.com/article/2026-wnba-all-star-weekend-331eff70-8ab9-599b-a64d-8d6a9584046aTue, 28 Jul 2026 00:00:00 GMT<![CDATA[The GIST: Any way you slice it, the 2026 WNBA All-Star Weekend (ASW) in Chicago was a true success, from impressive attendance at the game itself to the many brand activations and presidential pep talks. The event celebrated the power of women’s sports and showcased the profitability of the W. Reaching new heights. The Barbie: No All-Star shone brighter than Atlanta Dream forward Angel Reese, who undoubtedly won the weekend after she dropped her signature Barbie with Mattel — complete with a pink jersey, leg sleeve, and the new expressive pink Reebok Angel Reese 1 sneaker. Starting with a landmark NIL deal in college that continued when she joined the W in 2023, Reese has been the cornerstone of Reebok’s basketball division and this marks her ninth colorway since her shoe launched in 2025. Pretty in pink, indeed. The brands: When Chicago last hosted ASW four years ago, a mere six brands participated in the weekend. But this year saw an almost 500% increase in brand activations, including a Skechers pop-up, a Mental Wealth panel from Ally featuring LA Sparks All-Star Kelsey Plum, a coffee-focused Unrivaled experience, and so much more. The numbers: Attendance was way up for the game with over 19K fans packing the United Center and another 30K estimated to have attended the weekend’s fan festival, which notably required tickets to attend for the first time. Television coverage spanned Disney’s many channels, and the company more than doubled its ad revenue for the second straight year. Ads sold out in record time, with six new brands and 13 new categories — including travel, computer games, and automotive — making their WNBA debut. Zooming out: It’s easy to make the case that this was the biggest ASW for brands so far. Thanks to these players’ star power and cultural relevance, the WNBA’s marquee event has gone from showcasing a league on the rise to highlighting the unmistakable relevance of women athletes, turning an experimental buy into a long-term, high–ROI investment. Believe that.]]>https://www.thegistsports.com/article/deltas-wnba-deal-7d4d03d0-a264-5ba6-a9b7-0ec995c645dfSat, 25 Jul 2026 00:00:00 GMT<![CDATA[Delta is covering familiar ground: Young said the company has “leaned into sports in general for the better part of two decades,” deepening its commitment in women’s sports specifically over the past 10 years. That includes expanding its WNBA partnership in 2024 to become its official airline and charter provider, a deal Young said Delta recently renewed. The brand is focusing on bringing “premium experiences” to customers, and this year’s All-Star Weekend activation is an extension of that approach. Delta implemented its popular Group Drop strategy in the run-up to ASW, sending a few lucky winners to some of the weekend’s biggest moments: SkyMiles members entered sweepstakes for unparalleled experiences, including courtside tickets, a VIP pass for the All-Star Game and the three-point contest, a shootaround clinic with a WNBA All-Star, and Orange Carpet access. The activation also includes parties and custom merch, creating an “all-around, surround-sound” experience for the winners. Instead of highlighting star athletes or teams, it notably dials in on the fans. “Fandom is beyond just the actual experience of watching the game,” Young noted. “It is culture. It is merch. It is travel. It is sports tourism. All of that is growing, and we want to be right there alongside the WNBA while that happens and bring our customers along for all of those experiences.”]]>https://www.thegistsports.com/article/tj-maxx-womens-sports-2c71dff3-2259-5d22-a1b5-09f21a1ec140Thu, 23 Jul 2026 00:00:00 GMT<![CDATA[The GIST: Budget-friendly retailer T.J. Maxx has been stepping up its women’s sports sponsorship game in recent years, partnering with ESPN, Boston Legacy FC, and over 55 women athletes, coaches, and broadcasters. At this year’s ESPYs, it doubled down on visibility with one of its top athlete ambassadors: rugby star Ilona Maher. Last week, we chatted with T.J. Maxx head of marketing Emily Trent about how the brand activated at the award show and why it’s investing in women’s sports. An original never blends in. The ESPYs: Maher — who was styled in a T.J. Maxx look — presented the award for Best Athlete – Women's Sports, which was also sponsored by the brand. T.J. Maxx also sponsored the ESPY’s Red Carpet Digital Live Show, showcasing the night’s top looks. Outside of its award show, T.J. Maxx is the presenting sponsor of ESPN’s new Women’s Sports Sundays and worked with the network to create custom ad content featuring Maher and NWSL star Mallory Swanson, highlighting both their personalities and their T.J. Maxx ’fits. The why: Trent noted that due to the “growing cultural crossover between women’s sports and fashion,” women athletes are being heralded as trendsetters. And although many women athletes have teamed up with luxury brands, there’s a unique element here that T.J. Maxx and Maher can capitalize on: aspirational yet accessible fashion. Seeing Maher co-sign accessible brands (she also has a Maybelline lipstick endorsement) not only empowers consumers, but means she can lend her magic touch and bring these brands to red carpet conversations. The results: Letting athletes flaunt their fashion sense is smart business. Trent says T.J. Maxx’s women’s sports content is consistently top-performing and yields “overwhelmingly positive sentiment,” telling them they’re “meeting audience interest and resonating with fans.” They’re making an impact with athletes, too, with many highlighting T.J. Maxx as their “first-ever ‘brand deal’ or ‘sponsor.’” Shout out to all the Maxxinistas out there.]]>https://www.thegistsports.com/article/forme-signs-wnbpa-partnership-216ca451-cd45-56ca-b94e-9adc166a6aa8Tue, 21 Jul 2026 00:00:00 GMT<![CDATA[The GIST: Last week, the WNBPA announced a partnership with Forme, a unique sports apparel company with patented wearable tech that improves posture (just ask Taylor Swift). We spoke with WNBPA president Nneka Ogwumike, WNBPA executive director Terri Carmichael Jackson, and Forme founder Dr. Stephen Liu about the deal and the opportunities for medtech start-ups in sports. Loving the alignment. The details: Forme allows players to monitor and maintain posture alignment as they sleep, travel, and train throughout the season. Each player will have access to Forme’s wearable tech and receive a Posture Score based on their data. It all tips off with a pilot activation at WNBA All-Star Weekend, and next year, the Forme Fitting Room will assess WNBA rookies early on. Plus, Forme is going above and beyond by establishing a platform for WNBPA members that features educational content on improving posture and alignment. The why: Dr. Liu’s reasoning is twofold: He believes “elite athletes are often the first to recognize what truly matters for human performance.” And it means something that many WNBA partners are already using Forme: “When elite athletes trust Forme as part of their daily routine, it creates a level of credibility no marketing campaign can manufacture.” And according to the WNBPA’s Jackson, athletes’ bodies “are their greatest professional asset,” so “anything that helps them recover better, move more efficiently, and prioritize their overall well-being is worth exploring.” She called it a thoughtful addition to the union’s massive portfolio, noting that they don’t bank agreements just because they’re “commercially attractive,” they back products that “provide real value to [WNBPA] members.” Zooming out: Both Jackson and Liu underscore how athletes need this tech, and they make sense as natural brand ambassadors. And that’s something different than a lot of other partnerships: Recovery tech is essential for athletes. More general wearable trackers (like Whoop) have been involved in the space, but few specialized medtech trackers like Forme have a presence yet. The partnership with Forme “reflects how much the conversation around players has evolved,” said Ogwumike. “We're seeing more brands look beyond what happens on the court and ask, 'How can we actually help athletes?'” She’s hoping this deal inspires other brands to consider how they can support athletes and keep them on the court. Playing the long game.]]>https://www.thegistsports.com/article/misha-shers-next-chapter-6b356965-60aa-59b0-871e-35d83793b6ecSat, 18 Jul 2026 00:00:00 GMT<![CDATA[Sher has been around soccer all his life. He played collegiate ball, went pro, then turned to sports marketing and talent management. He’s worked with men’s soccer icons Vinícius Júnior, Mesut Özil, and Pelé. He has the unique perspective of a seasoned athlete–turned–business executive, and has identified a few pain points in the sports management landscape. “I feel like we've reached a point where the power of the athlete has never been greater — the opportunity to build something that is truly meaningful, to build an audience and to be able to commercialize beyond the field of play has never been greater,” Sher said. “And yet, the ecosystem around talent hasn't evolved in the way that it should. And I think that's particularly acute or obvious in women's sport.” He helped develop campaigns around Pelé’s legacy in the 2000s, a challenge for the retired Brazilian star in his sixties, which gave Sher “a real appreciation for the power of an individual and what that can do to reach audiences, to engage, to build an entire ecosystem around an individual.” Now, he’s taking those learnings to support “marketable female star[s],” which he predicts will be the “single biggest accelerator” in this billion-dollar women’s sports industry. That’s what led Sher to create ONM, a boutique athlete agency focused on making icons out of women athletes.]]>https://www.thegistsports.com/article/julie-ertz-world-cup-marketing-434cb326-8ae5-5f13-b3c7-0185ea5057bbThu, 16 Jul 2026 00:00:00 GMT<![CDATA[The GIST: Last month, retired women’s soccer stars and lifelong friends Julie Ertz and Kealia Watt launched their Style of Play podcast in what seems like a perfect moment. Not only is this undoubtedly the “summer of soccer” on U.S. soil, but everyone seems to be thinking about how to build momentum ahead of the 2027 FIFA Women’s World Cup. Earlier this month, we chatted with Ertz about how she’s building her profile in retirement as a former athlete and devoted mom. We asked about how soccer, and sports fandom at large, has changed — and what brands can learn from the moment. Meeting those quarterly goals. ⚽ “Sports unite people.” Ertz said this to explain her recent campaign with International Justice Mission and why the anti-trafficking org chose the WC moment (and Ertz) to drive home its mission. But we don’t just see this in brand campaigns: It also brings in podcast listeners. Ertz and Watt’s podcast, which has 9.9K YouTube subscribers, drew 24.2K views for a Father’s Day episode featuring their NFL star husbands, Zach Ertz and J.J. Watt. 📺 The times are a-changin’. While there’s been criticism about the U.S. not investing enough in its youth soccer pipeline, Ertz cites this as one of the biggest things that’s changed since she and Watt started playing together as teens. She expects media exposure to make a difference, too. She said she could hardly watch men’s soccer growing up, and women’s soccer just hit national airwaves a few years ago. She also sees media accessibility as a big differentiator for engaging Gen Z and Gen Alpha fans: Whatever game is on in the Ertz household, “it’s the sport that the kids want to play.” 💼 Thanks to increased exposure and interest, women stars can win big off the field. “You’re really getting a full picture of your athlete now,” she said, which many fans clearly want. And from an athlete perspective, they’re able to channel their competitive streak into off-field businesses, added Ertz. ⚽ Any category can get in on the fun. “It doesn’t even matter at this point what the actual brand is — there’s a way that they want to be a part of it,” Ertz said about WC brand campaigns, highlighting how Levi’s spun a FIFA ban into marketing gold. Get in now and play the long game.]]>https://www.thegistsports.com/article/gotham-fc-game-in-queens-fb5b273b-d33a-5484-871c-ed1112387388Thu, 16 Jul 2026 00:00:00 GMT<![CDATA[The GIST: Yesterday, Gotham FC hosted the Washington Spirit at Citi Field in Queens, NY, marking the first NWSL game at the venue, which is more accessible for many New Yorkers. The game sold over 40K tickets, beating the club’s single-game attendance record and NYC’s record for a women’s sports event. Let’s look at the marketing that helped this game stand out. Gotham FC: Gotham brand marketing and fan experience VP Laura Petro told Boardroom the timing was chosen deliberately to hit right before the city hosted the FIFA men’s World Cup (WC) final. The club’s goal has been to raise awareness by introducing Gotham to new fans and celebrating existing supporters, something it did through promotional collabs and ticket drops around marquee moments. The club promised Rose Lavelle bobbleheads to the first 7.5K fans in attendance and conducted several limited-time ticket sales, like a $28 season ticket deposit promo to celebrate Gotham’s permanent move to Queens in 2028. The mayor: As we covered in April, Gotham had help from a unique ambassador: popular NYC mayor Zohran Mamdani. He played a large part in promoting the game, promising his attendance months ago and leveraging Gotham as an affordable soccer option in the city amid sky-high World Cup (WC) ticket prices. Mamdani teamed up with Gotham twice to drive at least 5K ticket sales: Once in April for 1K tickets at $5 each, and again last week to offer 4K tickets at $15 each. The brands: It’s not just the league, club, and city government hyping up the moment — brands stepped in too, from longtime club partners like CarMax to Khloe Kardashian’s snack brand, Khloud. Prematch celebration Footy Fest featured activations from brands like Bank of America, Panini, and RWJBarnabas Health, while Dove sponsored an afternoon WC watch party. The blueprint: Other NWSL franchises have brought games to MLB stadiums before and generated massive crowds. However, this effort featured a consistent, months-long strategy that spread far beyond soccer circles, especially thanks to extensive mayoral support driving broader media coverage and brand activations. So, who’s next?]]>https://www.thegistsports.com/article/sabina-ahmed-chats-womens-sports-3e0961e2-664e-5161-8ab5-e3c2ffb16c5aTue, 14 Jul 2026 00:00:00 GMT<![CDATA[The GIST: This summer, AT&T featured Angel City FC captain Sarah Gorden and Texas Tech soccer standout Kylie Bahr in its popular “She’s Connected” campaign, which the telecomms brand launched in 2020 to spotlight women athlete entrepreneurs. Last week, we spoke with AT&T assistant vice president, sponsorships & experiential Sabina Ahmed about the success it’s seen by investing in women athletes. “Supporting women's sports is a core part of AT&T's sponsorship strategy,” Ahmed told us. She shared campaign stats from the past six years, as well as the brand’s broader wins following deeper women’s sports investments. Let’s dive in. 🚀 Since launching in 2020, “She’s Connected” content has generated over 160M video views. That includes 2.2K YouTube views from Gorden and Bahr’s recent episode after three weeks and 5.9M views for a teaser dropped three weeks ago. 🏀 AT&T’s consistent presence as a WNBA Changemaker has made a difference. Ahmed said because of it, the brand has driven 8M engagements across its digital and onsite integrations, along with partnerships from league stars like A'ja Wilson and Sabrina Ionescu. 💰 AT&T has seen “tremendous momentum” in women's basketball. Here, audience growth translates into “meaningful business impact,” added Ahmed. Investing in women’s college basketball spurred record fan engagement, which converted to YoY growth in positive brand perception. ⚽ But it’s not just basketball. In the first year of its multiyear deal with the NWSL, AT&T’s partnership drove 69% brand consideration and perception among fans, showing that soccer can draw crowds and keep them engaged. The why: Ahmed gives a simple reason for why investing in women’s sports is good for business — its fans represent “one of the most engaged and fastest-growing audiences.” AT&T sees the same opportunity in soccer, where longstanding deals across U.S. Soccer and MLS see “brand association, consideration, and perception consistently perform above portfolio average.” “Women's soccer helps us connect with young, tech-savvy fans who overindex in their passion for the sport,” Ahmed said. Like Parity said, women’s soccer really does scream in the data.]]>https://www.thegistsports.com/article/quigleys-athlete-collective-52294bcb-8087-56b4-925f-73ea3997aa49Fri, 10 Jul 2026 00:00:00 GMT<![CDATA[“Track” is an umbrella term for a variety of events, so training is usually individualized. That can make it lonely and expensive. Runners can pool resources by sharing coaches and facilities, but more often, large apparel or shoe brands — Nike, New Balance, and Puma, for example — organize sponsored teams and spend millions to give athletes premier training access. Quigley, who represented the U.S. from 2015 to 2019, was part of Nike-supported Bowerman Track Club for six years. “That was really fun,” Quigley remembered. She felt a real connection with her teammates and pride in her team, and in being “a part of something bigger.” But it comes at a cost. Running for a Nike-sponsored team demands exclusivity, and shoe deals are usually the only ones track athletes get. If things don’t work out with a coach, the runner can’t find a new one — they have to stick with the team’s hire or leave altogether. Athletes have a choice: Take everything a team offers, or none of it, thereby losing out on all support and having to “scratch everything,” Quigley said. Quigley felt like the team she wanted “didn’t exist,” since incentives are structured for brands and coaches. If athletes want the training and sponsorships that are right for them, they’re doing it alone, and Olympic training is tough enough without piling on entrepreneurship. After the Paris 2024 Olympic cycle, Quigley had enough. “Something has to change, otherwise I'm just going to retire,” she thought. That’s how Meridia was born.]]>https://www.thegistsports.com/article/pwhl-summer-camp-initiative-e21a49a9-e94f-5150-9355-b6bb2a431b68Thu, 09 Jul 2026 00:00:00 GMT<![CDATA[The GIST: Following success in year one, the PWHL announced the expansion of its PWHL Summer Camps program to over 30 events across 16 U.S. and Canadian cities. The camps — which feature PWHL staff and players — will take place over the next two months and welcome all ages and skill levels. The PWHL is keyed into fan engagement, especially when it comes to grassroots hockey participation. It’s been a factor during its Takeover Tour stops and expansion because the league understands that playing hockey personally cultivates invested fandom in the sport — which ideally converts into pro fandom. Passing the puck forward. The backstory: Last year, the PWHL held summer camps across multiple markets, including NYC and Seattle. This year, fans wanted more: Per the league, there was a 500% increase in demand for hockey programming. The PWHL also saw increased interest from previous presenting sponsor UPS, which boosted its support for the Canadian summer camps by becoming a title sponsor this year. The context: Local communities in both U.S. and Canadian markets have embraced the hockey opportunity through youth clinics like these. Girls’ youth hockey participation has increased to nearly 100K in the U.S., a 41% boost within the past 10 years. High grassroots participation also seems to be an important factor to the PWHL as it expands. One of its new markets is Las Vegas, which is in a state that’s seen a 600% surge in girls’ and women’s hockey participation since 2017 (when the NHL came to town). San Jose, another new market, ranks sixth nationally in girls’ youth participation. Zooming out: The PWHL recognizes how crucial nurturing the participation pipeline is for the sport, and its important sponsors recognize this opportunity, too. Young girls in hockey and their families will recognize the brands making this all possible. Safe Software, which is headquartered in the Vancouver region, is sponsoring its local PWHL Summer Camp. This is aligned for the software company, which has partnered with the NHL’s Vancouver Canucks and says it’s committed to community impact. That’s one way for brands to seamlessly promote values alignment and bank visibility with local families. A win-win.]]>https://www.thegistsports.com/article/gotham-fc-announces-move-192d0b9d-5d93-5252-a2b5-b7650304b2d4Thu, 09 Jul 2026 00:00:00 GMT<![CDATA[The GIST: The NWSL’s Gotham FC made a huge announcement this week: In 2028, the team will move from New Jersey’s Sports Illustrated Stadium to Etihad Park, the massive, all-electric stadium being built in Flushing, Queens. This means Gotham will call NYC home for the first time in club history, and we know just how important accessibility from major cities is to driving organic growth and fandom. Goals. The details: After a decade-long battle, MLS club NYCFC was finally awarded land in Queens to build NYC’s first soccer-specific stadium next to Citi Field, where it will boast a capacity of 25K. Gotham’s initial lease is for five years, but there are options to extend to up to 15 years. The digs seem swanky — a major selling point in Gotham’s press release. The stadium will have luxury suites and three distinct fan clubs, including the Tunnel Club, a seated dining area steps away from player tunnels. Plus, Gotham players will have their own dedicated locker room and merch in the stadium’s store. The why: While some NJ fans feel left behind, the stadium will be more accessible for NYC and Connecticut residents. Former Gotham star Ali Krieger said she’s heard over the years that the current stadium is hard for NYC fans to reach, while Etihad will offer easier public transport options. Let’s not forget: The majority of New Yorkers don’t own a car, so getting to NJ hasn’t been easy. And the commute to Etihad will be shorter for many: Around 3M more people will live within commuting distance of the stadium. Accessibility has been a major pain point as women’s sports flourish, with surging fan interest justifying bigger arenas. We’ve seen plenty of women’s teams “flex up” into men’s sports venues, but we’ve also seen teams like the NWSL’s Chicago Stars move to stadiums in more convenient areas. The effect: Location, location, location seems to be a mantra for fan engagement, too. In under 24 hours, Gotham said over 1K fans had already signed on as season ticket holders at Etihad Stadium — and they have a $28 ticket deposit sale that could encourage more interest. Players, sponsors, and fans are all invested in giving athletes better resources. It motivates athletes to sign, like new London City Lioness Mary Earps or returning Gotham superstar Sam Kerr, who’s coming back to an entirely different environment after nine years away from the team. Brands also benefit from more eyeballs and foot traffic. We know Etihad is already signed on, but only time will tell who else joins the club. Gotta get a foot in the door.]]>https://www.thegistsports.com/article/nwsl-midseason-growth-metrics-3d2d9cf2-8030-53d8-9815-433ff5564f89Tue, 07 Jul 2026 00:00:00 GMT<![CDATA[The GIST: On Friday, the NWSL shared midseason KPIs and milestones that illustrate explosive, multidimensional growth. The league saw gains across every major metric — a positive sign in the lead up to the 2027 FIFA Women’s World Cup. Let’s check out the numbers. 🏟️ Match attendance is at an all-time high, with the league averaging 11K fans per match so far, a 10% YoY increase. The NWSL also reached its 1M fan mark faster than in any previous season, powered by record-breaking matches like the 63K crowd at Mile High Stadium for Denver Summit FC’s debut. 📱 The league is drawing more eyeballs than ever across digital and broadcast platforms, including over 1B minutes of match coverage viewed through Week 10. It’s seen significant YoY growth on YouTube with a 41.7% boost in views, a 49.9% jump in watch hours, and 17.9% subscriber growth. Total followers across all six major social platforms also increased 24% YoY to 3.1M. Part of this is likely driven by increased access: At the midpoint of the NWSL’s four-year multinetwork media rights agreements, league partners agreed to add more games starting in 2026. That includes ESPN almost doubling its slate, more CBS games with better cross-platform access, and a new deal with streamer Victory+. 👕 Retail sales across all NWSL clubs combined rose 72% YoY, while sales through NWSLShop.com skyrocketed 207% compared to the same time period last year. Some of this was likely Boston and Denver fans looking for new threads, but the overall trend shows fans increasingly want club and league merch, as well as player-specific products like Trinity Rodman’s top-selling kit. The takeaway: The NWSL also cited that games are getting more competitive and creating better entertainment than ever. And that’s a big takeaway: When a league can provide a top-tier product, word will spread and attract fans. It’s what former NWSL COO Sarah Jones Simmer called “the flywheel” — a powerful force that’s making the league (and its sponsorship portfolio) bigger than ever. Along for the ride.]]>https://www.thegistsports.com/article/wta-series-spotlighting-athletes-f9c403c9-14b1-5b19-9321-41febe09829eTue, 30 Jun 2026 00:00:00 GMT<![CDATA[The GIST: The WTA is embracing storytelling opportunities around its global (and highly-marketable) athletes. In May, the women’s tennis league debuted Style Unpacked, a docuseries that paired WTA athletes with world-class stylists. Last week, the WTA recalibrated that formula with WTA Tour Bites, an original series that tells personal stories through the lens of food. The tour said it’s investing in original content and “personality-led storytelling” as part of a strategy to spotlight players off the court and strengthen connections with fans across the WTA’s global audience. Love, love. The details: The first WTA Tour Bites episode follows Canadian star Leylah Fernandez, who gives insights into her preparations for London’s grass courts over her favorite Filipino dishes like sisig and chicken adobo. Fernandez chats about connecting to her Filipina background through food and shares more about herself with WTA fans. The draw: Sarah Swanson, chief brand officer of the WTA’s commercial arm WTA Ventures, noted the WTA Tour visits over 25 countries each season, but the tennis courts can look the same everywhere. Original content that showcases athlete personalities off the court through food and fashion creates “new ways for fans to connect with our players,” according to Swanson. Others have seen universal topics like food and athlete personalities mix well. Serge Ibaka’s How Hungry Are You? reached audiences beyond sport and drew people in with his engaging personality and interesting personal hobby. And last year, tennis star Naomi Osaka launched Off Day, which followed global elite athletes to their must-see spots in their fave cities. Zooming out: As an individualized, global sport, the WTA faces unique challenges in marketing athletes — but this storytelling formula could work uniquely well for them. Tennis draws top athletes from all over the world who play everywhere, making it easy to tell stories that span sport, culture, and personal identity. This appeal is something Osaka has successfully leveraged for years. The bottom line? Global food and culture shows are glamorous, and there’s a natural storytelling opportunity here. They just need someone to help put these stories out there — something Off Day sponsor Chase and WTA Tour Bites producer Whisper recognized. Eating it up.]]>https://www.thegistsports.com/article/soccers-north-american-surge-a347598b-a372-5c6d-9f64-ea4c0000f8b9Sat, 27 Jun 2026 00:00:00 GMT<![CDATA[Soccer fandom in the U.S. has historically lagged that of other sports, but passion for the game is growing rapidly, especially for those from diverse backgrounds. North America hosting the WC is expected to give that growth an enormous boost…even though many Americans can’t afford to attend a match in-person. For fans who are finding a new, deeper love of the sport (or are nurturing a first-time interest) but want to engage more than just watching from home, the NWSL is ready to meet them. The centerpiece of the league’s Summer of Soccer marketing push? The NWSL is taking its show on the road, running a bus tour of World Cup–related activations across eight markets, including four WC host cities. Stops will feature “live creator coverage, fan activations, community events, [and] behind-the-scenes storytelling,” aligning with major moments on the NWSL calendar and FIFA fan events. The Summer of Soccer Road Trip kicked off last night in Columbus, OH, with the Challenge Cup, the finale of the NWSL’s in-season tournament. It’ll also head to official FIFA Fan Festivals in Kansas City and LA, a WC watch party in Portland, NWSL matches in Denver, San Diego, and Seattle, and a final stop in NYC for Fanatics Fest, the Queens Classic on July 15th, and the WC final on July 19th. The Road Trip allows the NWSL to remain in the soccer fandom zeitgeist despite its five-week break in regular-season competition. It also coincides with the NWSL calendar’s restart in early July. Individual clubs are also independently engaging with the WC beyond the Summer of Soccer initiative. The Houston Dash opened up Dash House (its version of an Olympic House) for local fans. Orlando’s MLS and NWSL teams are hosting a fan festival at Pointe Orlando sponsored by Verizon. And Seattle’s MLS and NWSL teams built a barge on the water with massive screens and a mini pitch, all sponsored by Lenovo.]]>https://www.thegistsports.com/article/lucrative-growth-of-womens-golf-7f9c3891-0944-58fd-920a-46f447a549e5Thu, 25 Jun 2026 00:00:00 GMT<![CDATA[The GIST: The prize pool for this weekend’s KPMG Women’s PGA Championship is an astounding $13M, the largest purse in women’s golf history. As the players, ahem, swing into action this morning, let’s tee off on the lucrative growth of the women's game. The landscape: Turns out this grass is greener — the upcoming tournament’s purse is part of an LPGA–record $132M total season prize pool, and the influx of cash is warranted. Women’s golf viewership is surging: Look no further than the 2.2M fans who tuned into the final round of world No. 1 Nelly Korda’s U.S. Open win last month — a 78% increase YOY. The growth: And the evolution of the women’s game isn’t limited to just the pros. Between 2020 and 2025, women’s golf participation in the U.S. grew 45%. That’s a total of 8.1M women regularly hitting the links, which shattered the previous high of 7.1M golfers set two decades ago and means women now account for nearly one-third of golfers in the U.S. It’s also worth noting that women golfers skew four years younger on average than their male counterparts. In fact, more than half of these participation gains are from women under 30, while just under half of women golfers are under 35. Talk about a youth movement. Why it matters: It’s no secret golf has historically been dominated by white men. But that’s beginning to change, evidenced by more lucrative prize pools and sky-rocketing viewership numbers for the LPGA, alongside consistent growth at the grassroots level. Women’s golf is glowing up across its entire ecosystem, and brands should be on notice. As the women’s golf pipeline continues to evolve, there’s a valuable opportunity for brands to capitalize on the momentum at all levels. This youth-driven women’s golf boom lends itself to building brand affinity early and engaging casual and elite players alike. *golf clap*]]>https://www.thegistsports.com/article/pwhl-welcomes-investment-24066c67-6554-5f92-969f-a9e54c6c8571Tue, 23 Jun 2026 00:00:00 GMT<![CDATA[The GIST: In big PHWL news, the women’s hockey league under a single-entity ownership structure opened itself to outside investment for the first time yesterday. The PWHL — founded and owned by Mark and Kimbra Walter — welcomed Kilmer Sports Ventures and Ilitch Companies into the league as strategic investors with a commitment of over $100M. These are two major power players in hockey and beyond, and this level of investment in a single-entity league is unprecedented. Let’s explore what it means for the PWHL and other emerging women’s sports leagues looking for their big break(away). The investors: Kilmer Sports Ventures is led by Larry Tanenbaum, the Toronto sports magnate responsible for bringing the WNBA to Toronto via the Tempo. Ilitch Companies, the parent of Ilitch Sports + Entertainment, is led by CEO Chris Ilitch and owns Detroit’s NHL and MLB teams, along with Little Caesars Arena — the future home of expansion team PWHL Detroit. The selling points: The PWHL is one of the fastest-growing leagues in sports: Its sponsorship portfolio has grown 35% YoY, e-commerce merch sales are up over 50%, and its bagged over 682M social media impressions last season. The league says this “strong foundation and early success” positioned it to welcome its first-ever external investment. IIlitch Sports + Entertainment told The GIST this investment illustrates the company’s belief that the future of sports isn’t just in traditional leagues — it’s also in “emerging properties, women's sports, and new fan engagement models.” The company cited its 2025 investment in TGL’s LA Golf Club as another move that allowed it to “diversify beyond traditional team operations.” For Ilitch, the PWHL is a chance to “invest early in a fast-growing league” while also making hockey more accessible for women and girls. A win-win. Zooming out: The PWHL’s single-entity ownership model has allowed it to scale up in a stable manner, similar to other emerging leagues like Athletes Unlimited, Unrivaled, and the Premier Lacrosse League (PLL). And while it’s good for the growth stage, once expansion picks up, it all becomes a lot to operate singlehandedly. The PLL will eventually transition to team ownership, a move that will let franchises (and their valuations) flourish as they have in the WNBA and NWSL. The PWHL says that’s not in the cards yet, but for now, welcoming investment is the smart move — and if the PWHL does transfer ownership later on, it’ll know who to call in Toronto and Detroit. Waiting by the phone.]]>https://www.thegistsports.com/article/the-realest-wpbl-series-d1bd1172-e63a-5eb5-867b-ae15ff04b124Thu, 18 Jun 2026 00:00:00 GMT<![CDATA[The GIST: There’s nothing more American than baseball (cards), right? That’s the idea behind sports authentication platform The Realest’s new partnership with the Women’s Pro Baseball League (WPBL). Together, they will launch and develop the first officially licensed trading card program for an active pro women’s baseball league in the U.S.. To be fair, it’s the first time anyone’s had this chance in a while — the WPBL is the first pro women’s baseball league since 1954. But the partnership does signal two things: An increased interest in women’s baseball, and the unique opportunity for the sport to make its own mark on baseball’s trading card culture. The details: The cards will cover the league’s inaugural season — which begins August 1st — with cards featuring top players, action shots, and authentic game equipment. Additionally, The Realest will work with the WPBL to gather and authenticate game-used items like baseballs, jerseys, and even field dirt, which will be auctioned on the platform. The landscape: Baseball cards are perhaps the most iconic aspect of memorabilia culture, but recently we’ve seen trading cards get popular across women’s sports, too. The WPBL is a new league, but this co-sign from The Realest shows there’s a big opportunity here for baseball fans. And the WPBL comes at an interesting time: Beyond women’s baseball, softball is also surging as two new pro leagues begin play — one that MLB chose to invest in over the WPBL. This is likely because softball is more established in terms of popularity and talent, but the WPBL clearly has growth potential. The takeaway: According to The Realest, niche sports communities, especially in women’s sports, have been incredibly active in the memorabilia space. This partnership is a low lift with a huge potential payoff among a fanbase that’s been hungry for it. And for the WPBL, this is a unique branding opportunity to differentiate itself from softball. As an emerging league, it’s important for the WPBL to land sponsors that bolster its standing: It’s previously partnered with Dick’s Sporting Goods, Fremantle, and the Boston Red Sox. Everything helps in the wind-up to its first pitch.]]>https://www.thegistsports.com/article/genius-sports-new-insights-d9864c8a-f22e-55a4-8b4c-51459b44fd2eThu, 18 Jun 2026 00:00:00 GMT<![CDATA[The GIST: Today, sports data leader Genius Sports (which acquired Sports Innovation Lab in 2025) published the fifth edition of The Fan Project, Sports Innovation Lab’s long-running report series that examines the economic value of women’s sports fandom. The latest release, “Turning Culture Into Commerce,” shows how the culture of women’s sports is shaped by athlete entrepreneurs. When a popular athlete launches or co-signs a product, fans tend to be all in, which is good for their own endeavors as well as that of their brand partners. Let’s dive in. 🤝 The ROI on athlete partnerships is unmatched. Women’s sports fans are 3x more likely than men’s sports fans to buy from player-created brands. Whether it’s a skincare line or a signature shoe, fans are locked in when women athletes drop products. 🍼 Athlete-driven storytelling delivers big results. When Alex Morgan was retiring from soccer and pregnant with her second child, women-founded formula brand Bobbie reached out to the soccer legend. The timing was perfect, and so was the concept: After the campaign, women’s sports fans increased their spend with Bobbie by 33%. Just win, baby. 🎮 The industry should focus on women’s sports fans who double as gamers. These particular fans are 3.2x more likely than the general population to place a sportsbook bet, but have been largely overlooked by the betting industry. ✨ Women’s sports fans are living their best lives. They’re 2.6x more likely to attend concerts and festivals than general sports fans. This is where brands can meet them, especially at tentpole events like WNBA All-Star Weekend or festival-like tournaments like Athlos NYC. 🌎 Women’s sports fandom is more global than local. Only 7% of women’s sports fans follow a team due to its proximity compared to 30% of men’s sports fans. These followers are often digital natives, making them a highly-scalable audience no matter the team location. Portland is one place that proves this: The locale is small, but the fandom (and sponsorship interest) is outsized. This means supporting a women’s sports team is a national brand opportunity, not just a local one. USL W team Minnesota Aurora drew investors from all 50 states and 19 countries, while the NWSL’s Angel City FC ships merch to over 80 countries. World famous.]]>https://www.thegistsports.com/article/fivb-horizon-sports-experiences-d3526b32-3824-56ab-abf8-291fbd9a9f05Tue, 16 Jun 2026 00:00:00 GMT<![CDATA[The GIST: Volleyball is bigger than ever, and FIVB wants to meet the moment. After bringing its 2027 tournament stateside, the international volleyball federation is officially teaming up with Horizon Sports & Experiences (HS&E) as the event’s exclusive sponsorship and media rights sales agency. Let’s dive in. The details: HS&E will help FIVB land U.S. media rights and partnerships, while also focusing on commercializing the tourney for a global audience. It’s also planning for experienced-based sponsorships to encourage fan engagement at next year’s Olympic qualifier event in Anaheim, which is also hosting LA28’s volleyball games. HS&E has experience with digital storytelling opportunities, which could be crucial for FIVB. It also negotiated Unrivaled’s media rights, has been involved in thought leadership and research, and launched a women’s college basketball showcase. A real utility player. The trajectory: FIVB’s 2027 tournament is already poised for hypergrowth among global audiences. Last year’s edition in Thailand broke broadcasting and digital reach records with 803M total viewers across live and repeat programming — outperforming the men’s tourney. It also had massive social media reach across key demographics: 78% of the audience was aged 18 to 25 and 54% were women. Looking ahead: This is just the latest example of FIVB leveling up its business infrastructure through world-class strategic partnerships. In 2021, it teamed up with private equity giant CVC Capital to form its commercial arm Volleyball World, while CVC acquired a 33% stake worth about $100M. Volleyball isn’t just a surging American sport — it’s enjoying a global wave of popularity in places from Brazil to Japan. FIVB is working to put the right pieces in place to unlock a bigger U.S. and global fandom, especially with the next Olympic Games on the horizon. All set.]]>https://www.thegistsports.com/article/wimbledon-barclays-activation-96e244ad-5a37-59b6-949e-52d44fe729e2Tue, 16 Jun 2026 00:00:00 GMT<![CDATA[The GIST: Wimbledon will be here in two weeks — and by here, we also mean here in North America. The All England Club which hosts the UK’s Grand Slam is transforming Central Park’s Wollman Rink into an authentic grass tennis court, bringing a bit of the event’s unique magic to help win over the NYC audience. This isn’t the first time Wimbledon has turned its attention to New York, but it is the first time it’s bringing its grass courts to the public, a concept the US Open has also seen success with with its highly-accessible free activations during Fan Week. Smashing. The details: Since 2022, Wimbledon has held viewings of the tournament at The Hill in NYC, citing their success as a reason for this year’s new pop-up grass court. Visitors will be treated to free tennis clinics and iconic Wimbledon staples like strawberries and cream, while some lucky fans will win free slots to play on the court. And in case you’re wondering, brands are already finding ways to integrate with the event. Official Wimbledon banking partner Barclays is a presenting sponsor and is also inviting select youth participants in its Barclays Net Work program to enjoy some time on the court. The why: Unlike the US Open and Australian Open, Wimbledon doesn’t have a fan week — just some public viewings in London and a few ticket lotteries. But the tournament clearly recognizes the success of in-person activations around Grand Slams, and saw a distinct opportunity to connect with American audiences. Zooming out: Last year, ESPN topped a few Wimbledon viewership records in the U.S., including the most-viewed women’s semifinals in a decade as millions tuned in for both the women’s and men’s finals. And while Wimbledon might have its UK audience on lock with all its traditions, American audiences might want something different — like a little fun, IRL engagement. And it’s not just Wimbledon thinking about catering to a distinct American audience: So are its partners, like Barclays. New Yorkers might recognize the British bank as sponsor of Barclays Center and partner of the NY Liberty and Brooklyn Nets, but this event underscores how it's thinking about how to deepen ties with its NYC audience. Best of both worlds.]]>https://www.thegistsports.com/article/sports-district-womens-sports-981ac44d-9fe4-5131-85d8-aa4b27dae085Fri, 12 Jun 2026 00:00:00 GMT<![CDATA[Exhibition Place is a 192-acre mixed-used district that hosts thousands of events and millions of visitors yearly. It’s walkable from downtown, nestled along Toronto’s waterfront. There’s an open-air concert venue, a 160K-square-foot conference center, and a luxury hotel, not to mention the 30K-seater BMO Stadium and the 8.1K-seater Coca-Cola Coliseum. CEO Don Boyle said the bulk of his job is about “managing expectations between stakeholders” and providing coordination between the wide variety of events in the district, which often happen concurrently. If there’s a marathon starting at 6 a.m., it’s Boyle who considers the hotel’s sleeping guests. He’s the one who finds a place for everything and everyone.. “It's really about pulling people together,” he added. “Understanding that it's going to be a very animated space with lots of different uses, and that working together and good communication can make that happen.” But Boyle isn’t just concerned with keeping stakeholders happy: He’s also doing this for Torontonians. He wants to ensure “there's a place for them on the grounds as well.” There’s music, picnics, and yoga in the park, and they’re currently installing pickleball courts. Canadians love their sports, and these days, locals (especially in Toronto) have more teams to root for than ever. Toronto has added three professional women’s sports teams in the PWHL, the WNBA, and Canada’s new domestic women’s soccer league the NSL, and all of them play at Exhibition Place.]]>https://www.thegistsports.com/article/caitlin-clark-xfinity-4c0fd46c-4dd3-5f67-b866-0dd4228d6680Thu, 11 Jun 2026 00:00:00 GMT<![CDATA[The GIST: Every women’s sports fan knows the struggle of not finding the game they want to watch on TV. That’s the driver behind Xfinity’s campaign to highlight its expanding WNBA coverage across platforms — and to underscore its message, the telecomms company brought in one of the faces of the league: former Iowa Hawkeye and current Indiana Fever sensation Caitlin Clark. Last month, Xfinity renewed its deal with Clark for a third year, so we chatted with the superstar about her partnership, legitimizing the women’s game in men’s spaces, and how expanded viewership fuels the W’s growth. Game on. Repping the women’s game in men’s sports: In addition to commercials and social media activations, Clark appeared as a guest analyst on two episodes of Basketball Night In America, Xfinity subsidiary NBC’s primetime NBA show. She pointed out that a WNBA star having a literal seat at the table for such a major men’s sports moment was validating for the league. “I think it speaks to the way people are respecting the W, how much they love the W, how much they pay attention to the games that are on,” Clark explained. “I was definitely a little bit nervous going into it…it was at [Madison Square] Garden on Sunday night and LeBron James was playing so it was a little intimidating,” she said. But at the end of the day, “You’re just talking basketball…about what you see and the players you love.” The campaign’s driving force: “The craze for the WNBA and the demand for it right now is as high as ever,” Clark pointed out, “and sometimes people aren’t always able to travel or go to the arena” to see games in person. “You want to have the fans connected and able to watch us no matter what game we’re playing, what city we’re in, no matter where they are.” That’s the real problem for women’s sports fans that Xfinity can help solve — the company’s deal with the NBA and WNBA ensured customers can access more than 300 W games a season between TV and streaming, along with league-specific content hubs that make finding games easier. Partnering with Clark helps highlight that expanded access for fans. Of increased access supporting viewership, Clark said, “I’m just really thankful for that. I know that wasn’t always a thing when I was growing up…so I’m just excited for that and excited for the fans to not miss out on any opportunities.” The takeaway: The heart of Xfinity’s campaign spotlights its ability to solve an infamously common problem for women’s sports fans. Using Clark’s notoriety to boost its message — and the league’s credibility with NBA fans at the same time — is a slam dunk.]]>https://www.thegistsports.com/article/azzi-fudd-cash-app-380719e6-111c-5638-b060-f03ca471867dTue, 09 Jun 2026 00:00:00 GMT<![CDATA[The GIST: Dallas Wings star Azzi Fudd spoke with The GIST last week about her recent community court activation brought to life by Cash App. Last Tuesday, the payment app hosted a community basketball clinic and donated $35K to a local nonprofit that provides sports equipment and programming for young girls. Cash App previously activated with Fudd during her UConn days and recently backed a Dallas mural in her honor, but this is one of its biggest investments in her to date. She told us why this partnership is “super special,” and it comes back to this buzzword we’ve heard from Flau’jae Johnson and Cameron Brink: intentional. Let’s dive in. 💸 Know your audience. There are multiple applications with the same premise as Cash App, including Venmo, which launched four years earlier. Paypal is actually the most widely-used platform overall, but Cash App is more popular among Black Americans and its biggest share of users are people aged 18 to 29 (39%), followed by those aged 30 to 49 (35%). Considering that Gen Z hardly uses cash anymore, this is a rising demographic that Cash App can reach. Partnering with popular, cool athletes like Fudd — who says she genuinely uses Cash App the most — can win over these potential young users. 🤝 Know your athlete partner, too. Fudd cherishes being able to give back to the community by supporting local kids in need, something she remembers her family doing for her teammates. Letting Fudd design the activation also gave her creative control over how her brand is represented. And when athletes are happy, fans take notice. Since she’s touched down in Dallas, Fudd hasn’t had much time to interact with the community and chat with fans. This activation allowed her to more deeply connect with the local fanbase. “This being with Cash App, and then my first time really being out in the community, it made it even more special,” Fudd added. 💫 Embrace the whimsy. Everyone loves free money, but Cash App went the extra mile to make people smile. Fudd loved how they sent out “fairy godmothers” to surprise people with a little magic at UConn a few months ago. “Whoever thought of that needs a raise,” Fudd said, noting this was “a great example of what happens when brands invest in people and not just moments.” That matters to Fudd, who says as she’s gotten older, she’s been able to be “more intentional” about her partnerships. Gone are the days of one-time social media collabs — now it’s all about partners investing in the journey. Well worth it.]]>https://www.thegistsports.com/article/diverse-fanbase-impacts-fifa-e53f59c4-d4b8-5da4-9973-7e5536b38ae1Sat, 06 Jun 2026 00:00:00 GMT<![CDATA[Some of the most up-to-date numbers on soccer’s evolving fanbase are from a YouGov report crafted this May, based on the market research company’s quarterly survey. Here’s what YouGov gathered this spring: ⏰ The game has grown since 2022. The share of Americans actively following footy rose from 8% to 12%, and jumped from 13% in 2022 to 22% in 2026 among those aged 18 to 34 (the youngest group surveyed). And even more Americans will follow the tourney this time around: 14.4% plan to give up time for it, compared to 7.6% in 2022. Get ready for the great World Cup sick-out. ⚽ It really is a young person’s game. People aged 18 to 34 comprise 56% of the sport’s avid watchers, while those aged 35 to 54 make up another 30%. It’s one of two sports — alongside basketball — that’s more popular among young people than the general population. 🚺 While the fanbase definitely skews male, a third of soccer followers are women. This is consistent with what the Harris Poll found last July, but Harris Poll also noted that women footy fans are particularly passionate: 32% of women fans self-identify as either “obsessed” or “dedicated” fans, and 42% consider soccer an important part of their lives.]]>https://www.thegistsports.com/article/hype-around-ny-knicks-d28f17aa-9897-5257-b208-7aadd4ef092dThu, 04 Jun 2026 00:00:00 GMT<![CDATA[The GIST: It’s been a minute since the NBA’s NY Knicks have been this close to a championship — 53 years, to be exact. All that waiting has energized a famously avid fanbase, one that the NYPD (and bedtimes) can’t restrain. That’s because the Knicks have managed to build a massive, global following that stays loyal in tough times. But the Knicks aren’t the only game in town — let’s go over its recent wins, and how the WNBA’s Liberty and NWSL’s Gotham FC can build from them. Bing bong. The activations: Team partner DoorDash is cashing in on the hype with community-based activations, while Nike and Jordan Brand are catering to the excitement with orange and blue colorways. Additionally, brands like Kith, Saie Beauty, and New York Or Nowhere are releasing Knicks-inspired items to deck fans out in style. Why it works: NYC teams are often perceived as national brands: They tend to draw fans from all over, and it’s not just the Knicks. Through its partnership with the team, Luggage brand Away seized the opportunity to connect with the Liberty’s 10M-strong fanbase spanning the U.S. — having that kind of reach beyond a local market is highly appealing to brands, especially those new to sports. That helps explain why Fenty, Essie, and Offwhite are a few of the trendy brands that entered the WNBA chat through Liberty partnerships. And they don’t always wait for Finals runs: Essie offered a free product giveaway to help the Liberty kick off its 30th season, while New York Or Nowhere just dropped a Liberty collection. Zooming out: Right now, the Knicks are enjoying the unique combo of a national sports brand on a championship run, but those aren’t all the ingredients necessary to capitalize on fan hype. The more important element is establishing staying power: Once NYC teams do that, it truly doesn’t matter if a team is good or bad because enough people will show up and care regardless. After the Liberty and Gotham won their first-ever championships, the floodgates opened, commercially-speaking. The Knicks managed to carry its title momentum for 53 years and now that the on-court success is there, fans need little to get excited. And for NYC teams, truly any brand can meet that moment. This is where dreams are made, after all.]]>https://www.thegistsports.com/article/wnfc-multiyear-deal-with-espn-b778b88f-3ce6-5970-9123-87f4b4f959beTue, 02 Jun 2026 00:00:00 GMT<![CDATA[The GIST: The Women’s National Football Conference (WNFC) announced a multiyear agreement with ESPN yesterday to broadcast its June 21st championship game live on ESPN2. The league has seen recent growth, mostly thanks to increased media exposure and sponsorship, so we chatted with WNFC advisory board member, commentator, and former player Jennifer King to learn more. Spiking it. The context: In 2023, the WNFC inked a content deal with the now-defunct free sports streamer Caffeine TV before joining emerging sports streamer Victory+ in November 2024. In 2025, the league aired its title game on ESPN2 for the first time, garnering 150K viewers. Its new deal solidifies ESPN as a consistent platform for national viewership that complements its full regular-season viewership on Victory+. However, the WNFC’s game isn’t the only women’s tackle football championship on the channel: ESPN2 has also been home to the Women’s Football Alliance (WFA) championship for several years, and its 2025 edition was the most-watched ESPN2 broadcast of that day with over 969K unique live viewers. The wins: Appearing on Victory+ and ESPN2 has leveled up the league’s exposure — WNFC reported a 45% boost in live viewership from the beginning of the 2025 season thanks to its Victory+ deal, accompanied by record highs in merch and ticket sales. The league also stepped up its sponsorship game, signing major deals with Dove, Adidas, and Riddell. WNFC “got the big ones,” King said about landing Adidas and Dove. “With any sports league, for leagues [that] want to be respected, it’s important to have those sponsorships,” adding that partnerships with well-known brands drive credibility, especially when it comes to media rights deals. Zooming out: Securing a multiyear ESPN2 deal is a positive sign both for the WNFC and overall interest in women’s tackle football, which is growing as the league sees better exposure. And while a nationally-televised title game is big, so is an entire season: AUSL aired all regular-season games across ESPN networks in 2025 and saw an 88% YoY viewership boost from the previous season. The WNFC’s growing Victory+ viewership is also empowering the burgeoning sports streamer, which has stepped in to fill the gap from previous RSNs and is becoming a major player with WNBA team deals. But it’s not the only game in town — and both leagues and streamers are getting more competitive than ever. Game on.]]>https://www.thegistsports.com/article/carmax-wnba-marketing-ad12f0da-deac-5c2e-8dd6-c26474e59004Sat, 30 May 2026 00:00:00 GMT<![CDATA[It all started in December 2020, when CarMax partnered with the WNBA and NBA. Sweeping partnerships with the two leagues weren’t new then, but they were often treated as two-for-one deals. Only recently did major brands — even those with longtime W marketing access — start recognizing the distinct value of WNBA marketing. But CarMax saw things differently — just look at its WNBA logo lockup. Doing the right thing is in its DNA, explained Lane, so when they zeroed in on basketball to “modernize the brand” and appeal to its growing Gen Z audience, partnering with the WNBA and NBA “made a lot of sense.” “Why would you just do one and not the other?” Lane posited. Plus, the W was smaller then, so the get-in price was lower. The idea of spotlighting both leagues came together “organically,” kicking off with its first commercial with league stars in March 2021. The spot starring Sue Bird and Steph Curry went viral, garnering 809M impressions. Since then, CarMax has partnered directly with four WNBA teams: the Phoenix Mercury, Washington Mystics, NY Liberty, and Golden State Valkyries. In 2023, they became a WNBA Changemaker — the highest level of WNBA sponsorship. And the league’s biggest stars have appeared in its ads, including Candace Parker, A’ja Wilson, Sabrina Ionescu, Chiney Ogwumike, and Paige Bueckers. “With the women's side, we found lightning in a bottle,” Lane said. “I think we were right in time for this inflection point where the world finally caught on. I think that the fans knew it all along, and it's been a special property, though small in the beginning. Once the fire lit, it's grown a ton.”]]>https://www.thegistsports.com/article/raj-sports-epicenter-week-138ec5f8-811d-528d-b458-8e50e24c478eThu, 28 May 2026 00:00:00 GMT<![CDATA[The GIST: Today, Raj Sports is announcing exclusively through The GIST that it’s bringing back Epicenter Week, a five-day summer celebration in Portland promoting its NWSL and WNBA franchises. But Epicenter Week is much more than that — and it’s bigger and better this year thanks to prominent sponsor and nearby neighbor Nike. Raj Sports EVP strategic growth and development Karina LeBlanc spoke with us yesterday about what makes Epicenter Week (and Raj Sports specifically) unique in terms of celebrating the women’s game. There’s nothing quite like it. The details: Epicenter Week will take place from August 19th to 23rd in Portland, OR, where Raj Sports will host a slew of community programming, corporate events, and sports games (of course). Last year was a smash: Over 530 guests attended and 30K fans participated in 17 events over the course of four days, generating $225K in economic impact for the Rose City. This year has even more to offer — people can attend both Thorns and Fire games and witness the opening of the Kaiser Permanente Performance Center, the only practice facility shared by an NWSL and WNBA team. There will also be a gala honoring local women’s sports heroes and a women’s sports global summit at Nike’s Beaverton headquarters. What’s unique? Activating at every facet of the women’s game: From the community and fan side of things all the way to the leadership and corporate level. LeBlanc’s mantra to make sure they hit all their marks is to “educate on the Thursday, then we collaborate on the Friday, we activate on the Saturday, and we elevate on the Sunday.” She wants to prove Portland earned its reputation as an unmatched women’s sports hub. Over 87K fans have watched the Thorns IRL this season, while over 70K total fans have been to Fire games (including 19K for their home opener). LeBlanc says Portland’s passionate fans are the differentiator, and Epicenter Week lets others experience the magic — and try to replicate it. Zooming out: LeBlanc bills this as an opportunity for everyone to come and see what’s special about Portland’s sports scene — and while they’re the only city with a shared NWSL and WNBA ownership group, every city can take lessons on the power of collaboration and activation through any and all means. Stay tuned: There are a lot more sponsors involved, including local PDX ones, but Nike plays a major role in all this. “Nike was the right partner and the biggest partner from the get go,” LeBlanc said. Having corporate support from the sports giant Nike makes a big difference and helps sell Portland as the true “epicenter of women’s sports.” Shaking things up.]]>https://www.thegistsports.com/article/mlbs-aunt-flow-73329ee9-2958-50b8-a062-c17bebf9262fSat, 23 May 2026 00:00:00 GMT<![CDATA[Menstruation is usually a routine experience, yet it has a way of catching us off guard. That’s what inspired Coder to found Aunt Flow at age 18. Standing before a coin-operated dispenser, she dreamed of a better way — so she created it. The 10-year-old company now offers free period care in 70K bathrooms across 50 states and three countries. There are 150 universities and 4M students relying on its products, and over 30 professional sports stadiums across the NFL, MLS, and major and minor league baseball feature Aunt Flow in their bathrooms. In MLB, Aunt Flow has partnered with the Chicago White Sox, Cleveland Guardians, San Diego Padres, and, most recently, the Tampa Bay Rays. Fresh off a $60M stadium renovation, the Rays installed Aunt Flow dispensers at Tropicana Field this April — and since then, over 1.2K Rays fans have had access to period care. The company also hosted a “period party” activation with 500 period supply kits donated to the Tampa Bay community. It’s been a “meaningful collaboration,” said Coder, and indicates how cutting-edge facilities are considering women fans in their design, perhaps for the first time.]]>https://www.thegistsports.com/article/mlvs-viewership-numbers-f6747dd5-af40-5f92-940a-e20b01b77d91Thu, 21 May 2026 00:00:00 GMT<![CDATA[The GIST: Major League Volleyball (MLV) wrapped its inaugural “Match For A Million” championship on May 9th in front of a sold-out crowd of over 4.5K in Dallas. However, the league has been drawing a much bigger crowd all season long — after reorganizing and rebranding, media rights deals and a strong social push (featuring yours truly) brought volleyball to many more households. Let’s review the numbers and what they mean for MLV’s future, as well as the volleyball landscape as a whole. Absolutely killin’ it. 📺 This was the first year postseason and championship games were broadcast across Ion and Scripps Sports. These telecasts reached nearly 3M unique viewers across three matches, with the title game peaking at more than 300K viewers and averaging 200K. 📈 Matches carried on the newly launched Scripps Sports Network FAST channel drove an additional 28% lift in audience consumption. 📱 In the week leading up to the championship, the league generated 8.9M social impressions (a 63% jump YoY) and over 2M video views. This was a nearly 20x increase from the 97K video views in the 2025 postseason. 🤳 Creator collaborations further elevated content to reach new fans. Volleyball star and influencer Jordan Lucas, who was on site to cover the championship, generated 1.7M impressions throughout his coverage of the game. 🏐 Volleyball consumption is growing both at the collegiate and professional level, with more opportunities to watch than ever. These stats drive home what will help emerging volleyball properties stand out: Media partnerships that help them reach broad audiences. The GIST was one of the creators amplifying the MLV championship on social media, and scoring a deal with Scripps Sports is a major get for MLV as it gets bigger. Smashing.]]>https://www.thegistsports.com/article/stubhub-chicago-sky-78f87549-7cb7-5d6c-a66f-a5b8d50735c8Thu, 21 May 2026 00:00:00 GMT<![CDATA[The GIST: On Monday, ticket resale marketplace StubHub announced a multiyear partnership with the Chicago Sky, marking the first deal of its kind in the WNBA. This isn’t just a win for fans looking for alternative ticket platforms — we’ve seen sports clubs’ ticketing partnerships offer valuable benefits for all parties. Let’s lock in. The landscape: Today, ticketing platforms are able to comprehensively aggregate demographic and engagement data from fans. Ticketmaster, for example, just released a report highlighting the growth of basketball fandom among Gen Z and women fans. Among Gen Z women fans, 71% say women’s basketball is their fave sport — that’s valuable knowledge for a team like the Sky. Others, like SeatGeek, are getting creative beyond just offering data points. The ticket platform introduced “Game Day Your Way,” a unique IRL activation piloted at Rocket Arena during the NBA’s Cleveland Cavaliers’ playoff run. The brand was able to connect a fan’s ticketing, entry, concessions, and payment experiences throughout gameday into one system, allowing teams to gain insights from fan behavior across the entire night. The benefits: StubHub’s 2026 Chicago Sky data indicate 71% of buyers are first-time WNBA purchasers, and 40% of buyers are from outside Illinois. These numbers allow the Sky to better understand its fanbase, which can guide the team in the amenities it provides. For example, all those out-of-towners could make the case for beefing up its hospitality partnerships. In 2025, the NC Courage became the first NWSL team to partner with ticketing platform Jump. The company found that only 6% of fans were returning to games, but after those initial learnings, the Courage has since upped its return rate to 34%. Zooming out: Understanding fans is big business — that’s why Genius Sports acquired Sports Innovation Lab last year — and everyone is increasingly recognizing the value of women’s sports fans. But who exactly are they? Sometimes, the answers are surprising: The Dallas Wings and Golden State Valkyries have noted a growing male fanbase. A ticketing partnership streamlines access to who attends games, and that data is invaluable to teams. This deal will also directly benefit StubHub as it looks to build out HerSportsHub, its new ticketing platform dedicated to women’s sports. Someone’s got to meet the need.]]>https://www.thegistsports.com/article/the-sports-bra-crowdfunding-c4293701-997a-5a3a-93b5-8ecc02ed8a82Tue, 19 May 2026 00:00:00 GMT<![CDATA[The GIST: Everyone wants to be in the women’s sports bar business these days, so The Sports Bra is making it easy for anyone to own a piece of the action. Yesterday, the Portland-based enterprise built on its expanding franchise business by rolling out a new investment opportunity: A crowdfunding campaign called “Own a Piece of The Bra.” This allows investors to come in at a low price and support the mission, and they stand to benefit if the bar succeeds even more than it has already. Let’s review where it all started and what this new strategy means for The Sports Bra’s success. Cheers. The background: Founded by Jenny Nguyen in 2022, The Sports Bra was the first-ever bar dedicated exclusively to women’s sports. Beyond spurring a national trend, The Sports Bra drew the attention of entrepreneur Alexis Ohanian, who teamed up with Nguyen to establish franchising. The first four sites were confirmed last June, and the bar plans to open over 40 locations by 2030. How it works: There are multiple investment levels that come with unique perks — a $100K investment, for example, includes a dinner party with Nguyen. The minimum amount is $250 and the campaign has raised $47.8K from 63 investors so far. It’s a SAFE investment, meaning donors can invest cash that translates to company stake if a trigger event occurs, like being acquired or going public. And with the business model that’s been laid out, that seems to be the goal. The Sports Bra is projecting $75M in annual revenue within four years — a big jump from the $1M in revenue it generated in its first eight months, but this number accounts for combined revenue across all franchise locations. Why it works: Right now, investing a little bit into The Sports Bra warrants a sticker and a badge — but it’s a multimillion-dollar idea that could pay off later. People love women’s sports bars, and by building a scalable product, Ohanian and Nguyen are tapping into momentum and giving passionate sports fans with some cash a way to bring the idea to their community. The crowdfunding also allows The Sports Bra to build a bigger and better product, including a new flagship headquarters in Portland. Once again, The Sports Bra is embracing the grassroots feel of what made the OG location such a success by giving passionate women’s sports fans the opportunity to join this community. And now, they can literally invest in its future. Raising the bar.]]>https://www.thegistsports.com/article/jess-smith-valkyries-strategy-9bb478f0-5e8c-556a-9aa1-5afa4d9a426aFri, 15 May 2026 00:00:00 GMT<![CDATA[In 2025, the Valkyries came into the scene hot. The team sold 10K season tickets — a first for the league — before ever hitting the court. One month later, the buy-in was clear. Sportico estimated it was worth a league-leading $500M. The team had over 20 sponsors, set a single-game revenue record, and averaged $1.5K apiece for courtside tickets (comparable to some NBA teams). Sportico also predicted the club would haul in $70M in revenue, and they were pretty close: The Valks took home $78M, per the outlet’s 2026 report. Last week, Sportico gauged the Valks’ current value at $850M, but CNBC made a bolder bet: that the Valkyries are worth $1B, a first in women’s sports. The Valkyries also did historically well on the court as the first expansion team to make the playoffs in its inaugural season, earning Natalie Nakase Coach of the Year honors. But that’s not why everyone showed up. The Bay Area — dubbed the best U.S. women’s sports city last year — packed the stands since day one. Still, there were skeptics. “It figures to be a rough year,” ESPN’s Tim Keown wrote after 2025’s home opener. “A team cannot live on vibes alone.” He couldn’t have been more wrong. Smith knew how to keep the ball rolling. The former Angel City FC revenue head studied the market data and understood the fans who campaigned for a Bay Area team. The Valkyries’ goal was to “create an elite product that feels connected through lifestyle and values, and also so much fun and community-based.” That’s how she helped unlock a billion-dollar franchise.]]>https://www.thegistsports.com/article/pwhl-expansion-franchises-26eca8fd-41dd-56db-9a55-ec6d898c4be2Thu, 14 May 2026 00:00:00 GMT<![CDATA[The GIST: The PWHL is getting bigger and better…literally. After adding an expansion franchise in Detroit last week, the league announced new teams in Hamilton, ON, and Las Vegas, NV, yesterday. If those cities weren’t on your bingo card, you wouldn’t be alone — but each market brings its own value to the league. Feeling pucky. Hamilton: A newcomer to the PWHL Takeover Tour, the Ontario city welcomed 16K when the PWHL came to town — the fourth-highest attendance in tour history at the time. Since then, Hamilton’s been considered a potential expansion market, even though there’s already a team in nearby Toronto and Hamilton only has about 650K residents. The league’s data showed 70% of the fans at January’s game were at their first PWHL game. A Hamilton team likely won’t take fans away from the Toronto market, and now, there’s another fun local rivalry — something that’s benefitted expansions in Seattle and Vancouver. But what really helped them win the bid? New digs. Las Vegas: Interestingly, Las Vegas was not a stop on any of the league’s three Takeover Tours, but the PWHL is betting on the market because of its strong community engagement. Since 2017 — when the NHL’s Vegas Golden Knights first came to town — hockey participation among girls and women in Nevada has surged 600% (though it was still only about 500 players in 2024–25). Vegas is becoming an attractive sports market period, boasting WNBA and NFL teams before landing an F1 contract and NBA franchise consideration. With four major league teams arriving in the last decade, it’s considered the fastest-growing pro sports market. Zooming out: The Takeover Tour is clearly an effective tool to gauge market strength, but choosing Las Vegas proves it’s not the only one. And though the NWSL and WNBA prefer experienced owners when expanding, the PWHL has a single-entity ownership structure, so markets are more important than ownership. Everyone clearly wants the same thing: A good place to play and a city that shows out, no matter the size.]]>https://www.thegistsports.com/article/wnba-viewership-insights-e14b2e9a-ab28-51e1-b5ae-4ae8af4855baThu, 14 May 2026 00:00:00 GMT<![CDATA[The GIST: Earlier this week, Nielsen shared WNBA viewership insights from the 2025 season and the 2026 WNBA Draft. The numbers show impressive overall success, as well as high growth in specific demographics and regional markets. That, coupled with brand-new viewership data from ESPN, illustrates that the league is stronger than ever in year 30. Let’s get into the paint. 📈 WNBA viewers watched 220M hours last season, up 16% YoY. Nielsen estimates 46.9M U.S. fans tuned in, up 31% in two years. And they showed up often: There were 1.3M average viewers for ESPN regular-season games (up 6% YoY) and 1.2M average viewers for postseason games (up 5% YoY). 📺 The 2026 WNBA Draft drew 38% more Black viewers than the 2025 event. This year’s draft saw viewership growth among other key demos, including 19% more Hispanic viewers and a 21% increase among women over 18. Zillennials are also getting into the game: There was 15% YoY growth among viewers aged 18 to 34. 🔥 The WNBA is seeing growth in certain markets fueled by expansion and other factors. With the Portland Fire’s inaugural season around the corner, Portland saw a 40% YoY viewership increase for the WNBA Draft this year. There was also 19% YoY growth in LA thanks to UCLA’s recent NCAA women’s hoops championship. ⭐ And the numbers keep climbing. ESPN’s Saturday WNBA doubleheader averaged 1.9M viewers in the network’s second most-watched opening weekend. The Dallas Wings vs. Indiana Fever averaged 2.5M viewers in the second most-watched regular-season game in ESPN history. Star power is everything.]]>https://www.thegistsports.com/article/endy-canadian-wnba-athletes-417cd11e-d062-59c8-99e7-9cafb5bc77a1Tue, 12 May 2026 00:00:00 GMT<![CDATA[The GIST: Canadian mattress brand Endy is returning as the WNBA’s official sleep partner in Canada, touting a new campaign that stars Canadian athletes across the league. The move doubles down on impressive fan growth in the country, which both Canadian and multinational brands are noting. The campaign also illustrates that affinity for the W extends beyond Toronto’s new hometown team to the Canadian players that have been drawing fans since before the Tempo. So not slept on. The success: The 2026 WNBA Draft saw a 172% YoY viewership increase on TSN, while the Tempo’s inaugural home opener drew a sellout crowd of 8.2K. The past several years have been building to this moment: The league has sold out all four Canadian games since 2023. And now, Canada represents nearly half of all international WNBA merch sales, according to Endy. The homegrown talent: Last year, only four WNBA athletes (2.2%) were Canadian, and Endy is working with three of them: Returning ambassador and Connecticut Sun forward Aaliyah Edwards, Toronto Tempo guard Kia Nurse, and Golden State Valkyries forward Laeticia Amihere. Investing in Canadian athletes is not a totally new concept: Nurse, in particular, has been the face of several Canadian brand partnerships, including Maybelline Canada, Peace Collective, and Canadian Tire — which she joined with Edwards. Zooming out: As the W grew in the North, so did its Canadian fandom, and that helped Toronto land an expansion franchise. But even with a Canadian team in the mix, brands like Endy still value the opportunity to partner directly with Canadian athletes no matter where they play — although Edwards and Nurse are both currently with the Tempo. That’s likely because local fans supported Canadian WNBA stars long before they had a hometown team to cheer for. It’ll take time to build that same fervent fandom around the Tempo (and its American players), but for now, Canadian brands can easily score loyalty points by partnering with national heroes. Making money moves.]]>https://www.thegistsports.com/article/dallas-wings-shooting-their-shot-44936231-0355-5ab2-94c8-9fb7a910682fSat, 09 May 2026 00:00:00 GMT<![CDATA[Bibb joined the club in 2016, when the franchise moved to Dallas from Tulsa, and became CEO a year later — and he’s overseen massive growth in recent years. He said that coming out of the COVID-19 pandemic, the club’s grown each year and resets revenue records annually. But lately, its young superstars are adding rocket fuel to the club’s roster on and off the court. The increased attention is bringing new brands to the negotiating table, creating a perfect storm in a surging market. Bibb said the Dallas–Fort Worth region is the country’s fourth-largest metroplex that’s pushing 9M people — and by 2100, it could be the largest U.S. market. Its size and growth should be top of mind for brands, added Bibb, but they should also consider its historic “affinity for sports.” Selecting Bueckers with 2025’s No. 1 overall pick was “[a] giant leap forward.” According to Bibb, drafting Fudd this year is “providing us another current boom in terms of our business” — for example, she was already endorsed by Geico, and when Dallas drafted her, the company expanded its partnership to the Wings, too. And that’s far from the only recent brand win: Last year, finance app Albert chose the Wings for a record jersey patch deal. In the last two months, the Wings have partnered with blue-chip brands like Geico, Kroger, and CVS Health. The momentum is palpable.]]>https://www.thegistsports.com/article/skechers-wnba-partnership-b0b1d662-7c2f-55f7-b394-06ef7b3eaf13Thu, 07 May 2026 00:00:00 GMT<![CDATA[The GIST: Yesterday, the WNBA announced a landmark partnership with shoe brand Skechers as an official league partner. That’s a big deal: The WNBA shoe market is already saturated, but recent newcomers like New Balance and the relaunched Reebok Basketball are seeing opportunity here — and the league’s stamp of approval is huge. But really, it comes back to the athletes. How is Skechers courting top WNBA talent like Rickea Jackson, Kiki Iriafen, and Jackie Young to its roster? Last week, we heard from Skechers senior director of product development & merchandising Catherine Zou about the brand’s strategy. Expanding their footprint. The backstory: Skechers first stepped onto the basketball court in 2023, and in the W sphere, first partnered with Jackson. This was followed by a deal with Iriafen — the brand’s first college athlete — right before the 2025 WNBA Draft, where she went fourth overall. Young joined the roster leading up to 2025 All-Star Weekend, lending veteran cred as an Olympian and WNBA champ. While Skechers has a presence in running, golf, pickleball and soccer, its WNBA partnership is a “major milestone” for the brand and a “meaningful way” to use its platform to support women athletes and consumers. But also, the W is the place to be: Zou said its “rapid growth and passionate fanbase make it an ideal fit for our brand.” The strategy: Skechers’ brand identity is centered around the idea of comfort without sacrificing performance, which Zou called a “technical advantage” that “truly sets us apart.” This focus on feel-good vibes extends to how it treats its athletes, who feel invested in. Skechers wants “authentic engagement with basketball culture” driven by athletes and storytelling that showcases products naturally. “This collaboration not only increases visibility for our collection but also strengthens our credibility within the sport,” Zou said, noting that it also wants to inspire more women to pick up the game. Zooming out: Everyone wants in on the W: As WNBA chief growth officer Colie Edison notes, “This partnership reflects the growing demand from global brands to connect with WNBA fans worldwide.” Skechers is well-known in the US, but this puts the brand before a worldwide audience and a league in the zeitgeist. It might seem like the league is running out of room, but really, it’s on shoe brands to remain creative on their edge and what sets them apart. Signing athletes is a big part of that, which is why newcomers also need to think about signing them as early as college or even high school — something brands like New Balance say gives them an edge. If the shoe fits…]]>https://www.thegistsports.com/article/pwhl-franchise-to-detroit-f62d608e-b826-50a5-923e-d104c424e730Thu, 07 May 2026 00:00:00 GMT<![CDATA[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.]]>https://www.thegistsports.com/article/jordan-chiles-and-pure-leaf-7bc3cf62-22b2-5a84-94f4-728f2d556788Tue, 05 May 2026 00:00:00 GMT<![CDATA[The GIST: In April, we spoke with UCLA and Olympic gymnast Jordan Chiles about how she’s building out her brand portfolio and why brands want to work with her. And on Thursday, we also spoke with Zach Harris, VP and GM of the Pepsi Lipton Partnership North America, who oversees marketing for iced tea label Pure Leaf. He shared why the brand is interested in working with Chiles, and it goes far beyond her impact in the collegiate and Olympic spheres. Flippin’ incredible. The context: Chiles said gymnasts are “no different than any other athlete,” but she and others have brought a “broader span of brands” to the mat. She noted that brands embraced their athletic talent and human side, something Rebel Girls highlighted when they crafted a docuseries around Chiles’ Shero Athlete Collective where she mentored young women athletes. The partnership: When it comes to Pure Leaf, the brand was “very intentional” about working with Chiles because “her story naturally aligns with the everyday realities [Pure Leaf Mental Focus] was designed for”: those balancing sports, work, school, and all of life’s other distractions and demands. But it’s also that Chiles does it all with grace — Harris calls her “that girl” — for handling a busy life with “focus, resilience, and authenticity.” It doesn’t hurt that Chiles genuinely endorses the brand: It “really resonates with her,” as it’s been her dad’s go-to drink order since her childhood. The audience: The tea brand, which has previously partnered with Olympic track star Allyson Felix, has been “very encouraged by the reaction” to its partnership with Chiles one week into the campaign launch. “We know she has strong appeal with Gen Z and millennials, especially on social, so we feel very confident this will resonate with those audiences,” Harris said. Whether it’s a sports-focused brand or not, everyone recognizes the rise of women’s sports — and more importantly, the audiences fueling that growth. “The fans following that momentum are highly engaged and culturally connected, which makes them a natural fit for Pure Leaf,” Harris said. The takeaway: Partnering with women athletes makes it easy to win over their fans, but brands shouldn’t miss the broader value of such alignments. Forging relatable partnerships are going to win over everyone. That means a narrow, focused strategy — like having Jordan Chiles chat about Pure Leaf keeping her mentally focused — can have far-reaching benefits. Cheers to that.]]>https://www.thegistsports.com/article/sportico-cnbc-wnba-valuations-1001eb23-3b6e-5149-950c-5e0f5fb8807fTue, 05 May 2026 00:00:00 GMT<![CDATA[The GIST: Over the weekend, both Sportico and CNBC shared their estimated valuations for all WNBA teams. While both outlets came to the same conclusion — the Golden State Valkyries are the highest-valued team — they ended up with different calculations, likely because CNBC included the Toronto Tempo and Portland Fire and Sportico did not. Let’s crunch the numbers. The Golden State Valkyries are worth $1B. It’s the first time a women’s sports team has surpassed the billion-dollar mark, but it won’t stay that way: A WNBA investor estimates other well-run W teams will be worth that within five years. Sportico offered a more conservative Valkyries valuation estimate at $850M, but still enough to make Doctor Evil jealous. The average WNBA team is worth between $427M (Sportico) and $460M (CNBC). Sportico’s number is up 59% YoY from its 2025 report, and only its top three teams have values equivalent or higher: The Valkyries, the NY Liberty ($600M), and the Indiana Fever ($550M). Bringing the Connecticut Sun to Houston boosted the team’s value. According to CNBC, the Sun — which Houston Rockets owner Tilman Fertitta bought for a record $300M in March — could be worth $400M due to the planned move. However, Sportico still values the Sun at $300M, the second-lowest valuation in the W. While these numbers differ, the Valkyries’ dominance and the Fire’s early estimates illustrate the marketing power of new locales. League sponsors are making a real financial impact. Despite concerns about how delayed CBA negotiations would affect WNBA sponsorship, the league is doing more than fine. CNBC says the number of W sponsors rose to around 30 to begin the season, up 40% YoY. Some of that is thanks to the unique opportunities available this year, like the league’s Legacy Trail program that gives many categories the ability to activate. But it’s also because more and more brands are seeing the value of WNBA partnership, like Procter & Gamble’s multi-brand investment in league fandom. A clean sweep.]]>https://www.thegistsports.com/article/nwsl-team-regional-culture-23cca622-3d10-56df-803c-485581d801acSat, 02 May 2026 00:00:00 GMT<![CDATA[Since the COVID-19 pandemic transformed how people work and live, a massive number of people have moved to the Triangle. Between February 2021 and February 2022, nearly 65K people moved to North Carolina, most of them families drawn by the mild climate, robust university system, and lower property taxes. Vuono was one of them: “Our whole neighborhood is transplants — we want to provide a better life for our families, and this was the place we chose,” he said of his move. Everyone’s got Carolina on their mind. “For [the Courage], the opportunity with the transplants is an opportunity, but it's also a barrier,” he said. The region offers big-time sports experiences — think basketball’s UNC–Duke rivalry, the NHL’s Carolina Hurricanes, and minor league baseball’s Durham Bulls. But the influx of transplants means fandom doesn’t run quite as deep, especially for the NWSL, which is still an emerging league to many. For example, newcomers don’t necessarily know the Courage is based in Cary, including Vuono: When he moved to the area as an NWSL consultant, he thought the Courage were Charlotte-based. “We have to figure out how to solve that. How can we make sure the newcomers know we're here, and then deliver that message: ‘Hey, we're a place where you're going to feel welcome, that you belong, and there's going to be thousands of people just like you who chose [the region] as their home that you can spend a Saturday night with watching the best soccer.’” So how did he address the regional culture problem? When he joined the club’s front office, Vuono asked a simple question: Who are our fans? Everyone had a different answer, so they dug deeper. The Courage became the first NWSL team to leave Ticketmaster for ticketing partner Jump, which facilitates fan data tracking. The team discovered that only 6% of fans returned for another game in the first year of the partnership, and 9% returned in its second. Something had to give.]]>https://www.thegistsports.com/article/pwhl-shares-impressive-growth-cb139e43-dfc3-554c-84fe-ca0ba5cb3ec1Thu, 30 Apr 2026 00:00:00 GMT<![CDATA[The GIST: The PWHL is getting bigger and better each year and has the data to prove it. This week, the league shared metrics from its third regular season that illustrate a continued rise in fan demand. And that interest is driving more and more sponsorships, with new categories constantly joining the fold. Let’s review what the latest PWHL data indicate and what brands should keep in mind if they’re exploring the marketing opportunity in women’s hockey. An easy celly. The numbers: In its third straight year of attendance growth, the PWHL regular season drew over 1.1M fans, a 28% jump over last season, including the playoffs. Average attendance at all primary home venues surged 35% YoY, with its 16-stop Takeover Tour drawing 200K fans. And fans want more: There was a 500% demand increase for community hockey programming. The league saw impressive YoY gains on social media — total impressions across platforms jumped 150% over the previous season to 682M. Web traffic also increased, rising 66% YoY, 89% coming from new users. This was especially evident on YouTube, where the league has streamed all three seasons for global access. Live YouTube viewership jumped 77% YoY, with viewers hailing from 154 countries (up from 106), and 61% of channel viewers were new. How about a global Takeover Tour? The brand response: The PWHL banked a robust brand portfolio in its first season (and even earlier buy-in from heavy-hitters like Canadian Tire), but its roster grew further in year three. League and team partnerships grew 35% YoY to encompass 81 corporate partners, including league newcomers Aero (Nestlé), DoorDash, and Aveeno. This season, brands sought opportunities as team partners, including Alaska Airlines, Good Protein, labor union LiUNA!, health market Organika, Canadian sandwich chain Mr. Sub, childcare brand Tommee Tippee, and Sprouts Farmers Market. Brands also engaged fans through in-game activations, with Canadian Tire and Midea sponsoring sign-making stations. Zooming out: It was a big year for the league, thanks to two new expansion teams, a bigger Takeover Tour, and many PWHL players winning gold at the Olympics — which sparked a 190% YoY jump in merch sales compared to the same time last year. Clearly, word is spreading, and one big takeaway is that it’s spreading far beyond the league’s eight home markets. Social media has helped the PWHL grow, and the Olympics put the game on the biggest possible stage. A lot of new categories, especially local brands on the Canadian side, want in on women’s hockey. We’re seeing a rich diversity in brand partners big and small, something Explore Edmonton recommended through its own experience. Local brands, global impact.]]>https://www.thegistsports.com/article/marketing-power-in-niche-sports-06db7464-2d67-508f-a3f7-5d2471075e38Thu, 30 Apr 2026 00:00:00 GMT<![CDATA[The GIST: Two new leagues — the World Fencing League (WFL) and International Dance League (IDL) — are gearing up to serve avid fandoms for niche sports. But are they really that niche? Maybe not, and brands are counting on that wide appeal. Let’s boogie. The WFL: The league hosted its global debut in LA on Saturday after officially selling out tickets for a 1.1K crowd. The league has made the sport more accessible for a broad audience with state-of-the-art tracking tech and a DAZN global streaming deal. Harry Potter and Star Wars comparisons and Keegan-Michael Key skits also helped explain the game. The league’s got Olympic prestige, but also a cool factor thanks to cofounder Miles Chamley-Watson. F1 champ Lewis Hamilton went to support his friend, while celebs like Swizz Beatz, Jay Shetty, and Ashley Greene were also in attendance. And the WFL’s already got major sponsors in Mercedes-Benz USA, Nike Fencing, Don Julio, and Bombay Sapphire. The IDL: Yesterday, the IDL announced E.l.f Cosmetics as a founding partner, a new territory for the beauty brand and prominent women’s sports sponsor. E.l.f. already dallies outside of major sports leagues (think racing, Paralympic swimming, and wrestling), and the brand has been clear about seeing value activating across a variety of sports. Makeup is a big part of dance culture, so there’s easy alignment there, but what may be surprising are the stats E.l.f cited for inspiring the partnership: Dance is one of the most participated-in activities in the U.S. (26M annually), and it’s TikTok’s second most-viewed category with 181B hashtags. That may be why fellow blue-chip brands like Honda, Shopify, and Cîroc have already committed to the league. Locked in. Zooming out: These sports have their audiences, but could still be facing a “make it or break it” situation without the right backing — similar to what we’ve seen with track & field. We’ve learned, especially from women’s sports and their fans, that every sport really does have an audience, and brands are understanding the value of that. Early brand buy-in is taking these leagues to the next level, and they get a lot of value from getting in on the ground floor at a (presumably) low cost. There’s really only upside here, and brand backing helps solidify leagues, while companies also gain affinity with avid, “niche” fans. It’s a delicate dance.]]>