Dare to be different

The GIST: Yesterday, Scripps Sports shared plans to expand on its NWSL coverage for the upcoming 2025 season. After reaching more than 20M unique viewers in its first season covering the league, the company’s Ion network is doubling down on its NWSL investment with revamped studio production.

• Scripps’ strategy of acquiring WNBA and NWSL rights and airing games on its entertainment-driven Ion network has converted new viewers to women’s sports, illustrating the benefit of putting content in front of a different crowd. No objections here.

The background: Ion was one of four networks involved in the league’s historic $240M broadcast deal and managed to bag the most games: 50 matches per year and 25 exclusive Saturday night doubleheaders. The network also established the first weekly studio show dedicated to the NWSL, NWSL on Ion, which is adding veteran soccer journalists Seb Salazar and Kylen Mills as hosts.

The data: In one season, Ion built strong rapport with NWSL supporters— an average of 145K fans tuned in per game. Despite simulcasts, the network reached 13.5M viewers unique to Ion, meaning many of its viewers only watched games on the platform.

• Additionally, 50% of all NWSL fans caught games on Ion, the highest percentage among all broadcast partners, and the network boasted the largest percentage of women viewers: 57% aged 25 to 54 and 55% of all ages.

The takeaway: In a previous conversation with Scripps Sports president Brian Lawlor, he told The GIST that Ion believed its existing viewer base for procedural dramas (which skewed older and female) would stick around to watch sports, thus converting viewers to new women’s sports fans. Now, the numbers show that theory clearly played out in the NWSL like it did in the WNBA.

• Rather than going head-to-head against established sports networks, Scripps leveraged its existing audience and brought women’s sports to them, allowing the sports newcomer to get into the media rights game and create new fans. Play smarter, not harder.

The GIST: Today, Rebel Girls (RG) — an empowerment brand geared toward young girls — expanded on its existing partnership with Athletes Unlimited Softball League (AUSL), the pro women’s softball league beginning in June. RG hopes to connect tweens with the game by developing and distributing softball content through its new Rebel Girls Sport vertical.

• RG’s deepened focus on volleyball and softball through its respective partnerships with LOVB and AUSL highlights how youth-centric brands are looking to bridge the pipeline between these popular youth sports and their new pro arms. Dare to be different.

The details: RG will develop a new digital series showcasing AUSL highlights and athletes, which will be hosted by two young girls — similar to its existing LOVB show, which heavily impacted the brand’s engagement. Since the LOVB series’ debut in 2025, RG’s YouTube sports content has garnered 5x longer average watch time than non-sport content so far this year.

• AUSL stars will also feature in other RG content and the brand will receive ad inventory during AUSL’s broadcasts on ESPN.

• In addition to its media offerings, RG is the exclusive on-deck circle sponsor of the league and will help create two theme nights during the inaugural season. RG also has plans to activate around AUSL’s Opening Weekend and Pro Cup tournaments.

The why: Softball’s popularity is skyrocketing from both a participation and viewership perspective. Right now, approximately 1.5M girls in the U.S. play softball, and RG cited historic attendance and viewership at the 2024 NCAA Women’s College World Series as a noteworthy metric driving this partnership.

Zooming out: RG isn’t the only youth-focused media outlet looking to highlight softball — Disney’s first-ever Pixar series also focuses on the sport. Both companies’ involvement illustrates how Gen Alpha naturally blends sports and entertainment consumption, so there’s opportunity to connect with them early on as their love of the game takes them to pro league fandom.

• When it comes to brand decisions, Gen Alpha is calling the shots — and smart companies will learn to lean in. Batter up.

Trying to break into the tech industry, but don’t have the “right background?” Pssh — ever-impressive Northeastern University is leveling the playing field (sound familiar? *winks*) and putting that rumor to rest with their Pathways-to-Tech master’s degrees.

• These programs encourage folks from all walks of life to pursue a tech career, regardless of prior computing experience. See, that undergrad English degree is useful after all.

Plus, becoming a Northeastern student grants you access to its global alumni network, with connections to companies like Amazon, BMO, and Scotiabank. Channel that big brain energy and check out programs at their Toronto and Vancouver campuses today.