The GIST and Parity announce groundbreaking partnership for athlete-driven content

The GIST: Let’s get personal. The GIST is joining forces with dedicated women’s sports marketing and sponsorship platform Parity to launch our new Athlete Roster offering, which will integrate athlete talent into branded content shared between our platforms. The first-of-its kind partnership allows both companies to uplift women athletes in a brand new way.

The details: The GIST will tap into Parity’s network of over 1K women athletes to amplify their stories through branded content, allowing them to enjoy additional exposure through GIST platforms. This means new social and newsletter content, podcasts segments, and in-person events featuring your women’s sports faves, all in conjunction with Parity’s extensive network.

• The partnership technically kicked off last month with Modelo at the Concacaf W Gold Cup and featured its first branded content activation with Angel City FC defender and NWSL All-Star Ali Riley, with more to come in the near future. Stay tuned.

The alignment: Parity and The GIST are both women-led companies created to address equity gaps in women’s sports, and this collaboration aims to drive increased coverage and entrepreneurial access to ensure women athletes get paid. It also allows The GIST to step further into the athlete-driven branded content space.

• “Our partnership will bring well-deserved attention and opportunities to these incredible athletes, and in turn, the brands will benefit from the immense value these athletes will add to their campaigns,” said The GIST co-founder Ellen Hyslop.

• Notably, this is Parity’s first-ever partnership with a media company. The platform has been expanding its own women’s sports footprint through recent deals with clubs like Tampa Bay Sun FC, leagues like the WFA, and content platforms like Grandstand.

The trend: The women’s sports space has taken the best lessons from the startup industry by embracing innovation and integration, especially through partnerships with like-minded companies. The GIST and Parity can leverage their unique services into brand partnerships that allow them to do more beyond their in-house infrastructure. We’re always here for more parity.