Money talks
From The GIST Sports Biz (hi@thegistsports.com)
Hi there!
The numbers are in for Caitlin Clark’s historic regular-season finale vs. Ohio State on Fox — a record audience of 3.39M average viewers marked the highest TV turnout for a regular-season women’s basketball game in 25 years, while Fox’s season-to-date viewership for WBB is up 18%.
- The network was smart to invest in its broadcast strategy for the game, which included showing Iowa’s Senior Night festivities across Fox’s YouTube, TikTok, and streaming platforms following the main event. A winning play.
WNBA
🏀 Back in the Headlines
The GIST: Canadian billionaire Larry Tanenbaum is reportedly working to bring a WNBA franchise to Toronto after previous efforts stalled last year. Tanenbaum is chairman of the Maple Leafs Sports and Entertainment (MLSE) sports group — owner of Toronto’s NHL, NBA, and MLS franchises — and is hoping to add women’s basketball to his sports portfolio. This that new Toronto.
The details: Per a CBC report, Tanenbaum wants to acquire the new franchise through his holding company, the Kilmer Group, and is expected to meet with WNBA leadership soon. If Tanenbaum succeeds, he will likely propose 8K-seater Coca-Cola Coliseum as the WNBA team’s home venue, which currently hosts MLSE–owned men’s minor league hockey team, the Toronto Marlies.
The backstory: There’s a long history of WNBA talks up north, but the first major step was last May’s WNBA preseason game in front of a sold-out crowd at the NBA’s Toronto Raptors’ Scotiabank Arena. At the time, league commissioner Cathy Engelbert confirmed that Toronto was on a shortlist of potential expansion sites, but the city surprisingly withdrew from the running last October.
- It was later revealed that Toronto pulled out because Rogers Communications chair Edward Rogers voted against it — even though an internal report showed MLSE favored the notion, as did Tanenbaum. But Rogers Communications and Bell Communications each own a 37.5% stake in MLSE, while Tanenbaum only owns 25%. Money talks.
Zooming out: If Toronto revives its bid, the Canadian city will still have to compete with other markets like Denver and Portland, an expected favorite if it also rekindles interest. There’s definitely an appetite for women’s sports in Toronto, but cross-border complications like travel and tax rates might make an American city more appealing.
- Toronto does have a renewed edge after landing PWHL Toronto, the city’s first pro women’s sports team, which also recently sold out Scotiabank. And if it’s worth it for major men’s leagues (and the PWHL) to have a Toronto outfit, it could be worth it for the W. Something to think aboat.
WNBA
🤝 Acing Allyship
The GIST: Financial services company Ally — a women’s sports sponsorship heavy-hitter — inked a multiyear deal with the two-time WNBA champion Las Vegas Aces yesterday, marking the brand’s first foray into the league. Ally CMO Andrea Brimmer and Aces president Nikki Fargas recently spoke with The GIST about why the partnership, as Fargas put it, “just aligned.”
The details: Through the deal, Ally becomes the first-ever retail banking sponsor of the Aces and the team’s official jersey patch sponsor. The agreement also brings Ally closer to its 50/50 Pledge goal, which Brimmer said the company hopes to achieve by EOY.
- Additionally, Ally will provide fan engagement opportunities at Aces games, including sweepstakes and theme nights, and assist the W team with various community outreach programs.
The ambassadors: Ally will also add Aces teammates Sydney Colson and Alysha Clark to Team Ally, an ambassador program for women athletes. Fargas explained that the pair was tapped because they’re already perfect teammates. “They play a role for a basketball team, but they are role models for our team, for our community... They are aligned with the future of what an ambassador should look like: utilizing their platform.”
The collaboration: Both Fargas and Brimmer — who met through the NFL’s Las Vegas Raiders’ president Sandra Douglas Morgan — stressed the importance of working with those who have shared values. “We believe in a lot of the same things, and our organizations do [too]. For us, that made this thing a no-brainer,” Brimmer said.
- She also noted the personal component to deal negotiation, where trust and value alignment comes into play. “A lot of deals are done because you personally hit it off with somebody and you know that they’re going to have your back and … go the extra mile for you…” Brimmer said, adding the pair "sealed the deal, as any two smart women do, over a good tequila."
Zooming out: Brimmer and Fargas’ camaraderie and shared values resulted in a partnership that benefits both organizations. It’s another example of women leaders connecting in the women’s sports space and recognizing how companies and clubs can work together for the benefit of all. Salud.
🗽 NBA All-Star Weekend’s Sabrina vs. Steph competition highlighted the NY Liberty guard
Despite all the NBA talent at All-Star Weekend, it was a WNBA star who shone the brightest. NY Liberty guard Sabrina Ionescu was the top trending person related to All-Star Weekend after she and Golden State Warrior Steph Curry competed in the event’s first-ever WNBA vs. NBA 3-point contest.
- Curry narrowly defeated Ionescu 29–26, but her score tied Damian Lillard’s winning mark for the NBA’s primary 3-point competition. Fans kept coming back to watch the thrilling contest, with the search term "steph vs sabrina 3 point contest" spiking 4,000% on YouTube last month.
📈 Caitlin Clark increased searches for fellow women’s basketball stars
The Caitlin Clark Effect was in full swing this February, as searches for NCAA Division I (DI) women’s college basketball in conjunction with “record” and “most” reached all-time highs in the U.S. But Clark wasn’t the top-trending person in this category — it was her predecessors, Lynette Woodard and Pearl Moore, who were brought back into the spotlight through Clark’s fame. About damn time.
🏅 Olympic interest spikes ahead of Paris 2024
In February, searches for “Olympic trials marathon” spiked 350% globally, and Dakotah Lindwurm was the top-trending marathon athlete in U.S. searches. “Olympic qualifiers women’s football” was also a global breakout search last month, with the highest interest surrounding the UEFA Women’s Nations League.
- There was also a great deal of buzz around the Matildas, as February search interest in Australia’s national team was the highest among the women’s national teams that have qualified for the Olympics.
⛳ Hospitality giant Hilton is officially a global partner of the 2024 Solheim Cup and will provide accommodations for athletes and fans near its Virginia headquarters.
💸 Iowa star Caitlin Clark signed a multiyear sponsorship deal with Gainbridge, which also happens to be the namesake for the Indiana Fever’s Gainbridge Fieldhouse arena. Coincidence?
🏒 The PWHL announced a new partnership with Molson featuring a unique jersey pilot project for International Women’s Day on March 8th called “See My Name.”
🎨 Adobe is looking to grow soccer “at all levels” through its partnership with the Women’s FA Cup, according to the company’s VP of international marketing.
⚖️ The Dartmouth men’s basketball team voted 13-2 to unionize, marking the first time college athletes have successfully done so.
👁️ The WNBA announced a multiyear venture with Genius Sport to make Second Spectrum the official optical tracking provider for the league.
⚾ MLB The Show 24 unveiled “Road to The Show: Women Pave Their Way,” a new game mode that allows players to create and play as women for the first time ever.
💰 Women’s football multi-club ownership group Mercury 13 acquired a controlling stake in Serie A Women’s club Como Women.
🍎 Apple was hit with a $2B antitrust fine from the European Commission as a U.S. Justice Department investigation into the tech giant deepens. Biting off more than it can chew.
Recs from our roster!
🎤 Who to check out
Blake Proehl. The former NFL player blew the judges away in his American Idol audition. After a serious injury ended his football career, he’s singing a different tune.
📺 What to watch
Love & Basketball. A classic we love re-watching during March Madness.
📚 What to read
Sidelined: Sports, Culture, and Being a Woman in America by award-winning sports journalist Julie Dicaro. Dig deep into women’s rights and issues through the sports lens in this month’s pick for The GIST Book Club. Read with us on Fable today.
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