Ready to hatch
From The GIST Sports Biz (hi@thegistsports.com)
Happy Wednesday!
The NWSL is gearing up for its 2025 season kickoff this Friday with a new promo that repurposes Latashá’s hit single “Who I Am” into a leaguewide anthem. At the club level, the reigning champ Orlando Pride is hyping up its fanbase with the release of its upcoming theme night schedule.
- The team is hosting 10 theme nights next season, including a ‘90s Night in September. And they’re not the only club leaning into millennial nostalgia — keep scrolling to see how one NWSL team is feeding into a ‘90s craze that’s making a comeback. Never stop.
NWSL
🥚 Cracking the code
The GIST: Yesterday, toy company Bandai Namco made history thanks to a unique multiyear partnership with the NWSL’s Angel City FC (ACFC). The deal makes the iconic Japanese brand the first toy company to sponsor a major U.S. professional women’s sports team, one that will debut its own limited-edition Tamagotchi at its home opener this Sunday.
- The move not only targets Gen Z and Gen Alpha audiences interested in recreating ‘90s trends, but it also appeals to a nostalgic millennial fanbase primed for collectible items. Ready to hatch.
The partnership: Bandai Namco will serve as an ACFC founding level partner for the next four years with the option to extend for a fifth. The company will also support the club’s SOAR internship program and will offer funding and mentorship opportunities to local teens.
The product: Thanks to a revival from Gen Z nostalgia, Tamagotchi toys are back in fashion with references in Pixar films and TikTok star Charli D’Amelio as a brand ambassador. Bandai Namco sold over 83M total Tamagotchi units as of 2021, and worldwide sales doubled YoY in 2023, leading the brand to open its first brick-and-mortar store in the UK that year.
The strategy: Youth-oriented brands are recognizing the sports industry as an ideal place to reach the next generation, one that is interested in reimagining the concept of play. Considering that Gen Z sports fans like to play sports virtually and IRL, brands like EA, Lego, and Barbie have all teamed up with women’s sports teams and leagues to connect with young fans.
- There are also several local and international connections that bridge these two brands: ACFC has three Japanese internationals after signing Miyabi Moriya in January, and Bandai Namco’s U.S. headquarters are in nearby Irvine.
Zooming out: Through this playful partnership, ACFC draws cross-generational interest in its games and merch, while Bandai Namco can win over soccer fans who haven’t experienced the joys of (virtual) pet ownership.
- Both brands have the potential to reach new fans in each other’s core demographics, especially by offering a limited-edition version, which has been proven to drive Gen Z and millennial consumer decisions and brand loyalty. Game on.
🏉 Adidas recruits U.S. rugby star Ilona Maher to head release of women’s rugby boot
After her three-month contract with the Premiership Women’s Rugby’s Bristol Bears ended in a semi-final appearance, Ilona Maher is ready for her next step as part of Adidas’ roster. She’s already teased fans with the release of the brand’s latest women’s rugby boot and will star as the face of the campaign.
💸 WNBA expansion means existing team owners see stakes decrease
According to a new Sportico report, WNBA expansion doesn’t benefit stakeholders equally. When expansion teams enter the league, this dilutes the 42% ownership stake split among W team owners, but doesn’t affect the NBA’s 42% stake or the 16% stake held by an investment group. Hmm….
📺 ESPN sees historic viewership in post–Caitlin Clark NCAA basketball world
ESPN’s latest numbers show women’s college basketball will be just fine even without last year’s popular student-athletes. According to the network, regular-season viewership is up 3% from last year and up 41% from the 2022–2023 season. In fact, this season’s overall ratings are the highest since 2008–2009 with 2.9B minutes consumed.
💰 NBA legend Steph Curry joined the list of all-star athlete investors in Unrivaled, which includes Giannis Antetokounmpo and Coco Gauff. Alley oop.
🪒 In its first partnership with a global women’s sports organization, American shave brand Gillette Venus partnered with the WTA as the official razor of the tennis tour and its WTA Finals.
🎓 The University of Southern California and the University of South Carolina women’s basketball teams will play in a new series called “The Real SC” starting this November.
👟 Track & field company Athlos announced today it will return to NYC’s Icahn Stadium for a meet on October 10th. Ready for it.
📈 The NIL Store saw its women’s basketball apparel skyrocket 126% YoY for the month of February thanks to Paige Bueckers, the highest-earning athlete for the month.
🏟️ Manchester City Women made key changes this week after bringing MLS coach Nick Cushing back as interim head coach and breaking ground on the club’s new $12.9M training facility.
🏈 Scripps Sports announced a five-year contract renewal with the Big Sky Conference, which recently inked a concurrent media rights deal extension with ESPN.
⛵ After launching its long-awaited fan experience platform, SailGP recruited DJ Khaled as its latest board member, joining industry heavyweights like Lindsey Vonn and Marc Lasry. Another one.
Hi. It’s us. We’re the recommenders, it’s us.
👟 What to snag
Runway ready kicks. MARNI x HOKA recently dropped the puffy Bondi B3LS, a quilted sneaker inspired by Andy Warhol.
🔴 What to learn about
Red light therapy — it’s making waves, boosting muscle recovery and athletic endurance.
🐎 What to read
This opinion piece on horse racing, asking why America is still pouring billions into the struggling sport.
Today's email was brought to you by Aryanna Prasad and Briana Ekanem. Fact checking by Bonnie Lee. Editing by Dee Lab. Operations by Elisha Gunaratnam and Marga Sison. Ads by Katie Kehoe Foster, Alessandra Puccio, and Lisa Minutillo. Managing edits by Molly Potter and Ellen Hyslop. Head of content Ellen Hyslop.