Balling out

The GIST: Leading U.S. commercial real estate firm Transwestern recently named Morgan Bartelstein as a company VP and a member of its sports and entertainment team. In this new role, she will work on leveling up WNBA franchises by finding top-tier real estate for teams to enhance their operations.

• Bartelstein, who has largely focused on naming rights deals in previous roles, spoke with The GIST last Thursday about how Transwestern is making a serious play to close the WNBA’s infrastructure gap with new and improved facilities. Ball out.

The context: As the WNBA grows and teams improve their financial outlooks, many are looking to upgrade their practice facilities. The Las Vegas Aces started the trend in 2023 with the first-ever purpose-built facility exclusively for the WNBA team led by CAA’s Icon division, followed by the Seattle Storm’s groundbreaking $64M digs, which explored naming rights sponsorships this spring.

• The trend is picking up steam, especially after a summer of record W engagement. In July, the Chicago Sky announced plans for a $38M performance center set to open by December 2025, while the Golden State Valkyries broke ground for its new facilities last week.

Transwestern’s involvement: The company has been supporting the WNBA’s Phoenix Mercury and the NBA’s Suns franchise owner Mat Ishbia with the team’s revitalization efforts in downtown Phoenix. The project, which spans 7.3 acres, includes the Mercury’s $100M practice facility that opened in July.

• After wrapping construction on the Mercury project, Transwestern locked in deals with multiple other WNBA teams to work on a variety of development projects.

• Bartelstein noted that in her new role, her team will continue to work on bringing corporate partnerships on board for these new real estate developments, which means “being really thoughtful around what brands we can bring into the mix.”

The innovations: When it comes to facilities, Bartelstein noted that W teams are open to doing things differently, from constructing meeting rooms for their entrepreneurial players to glam suites to pamper the whole squad. Building things out with a different blueprint also gives brands more opportunities to activate around teams beyond arenas alone. Getting in on the ground floor.

The GIST: After tipping off in August with eight corporate sponsors, elite girls’ high school basketball tournament Overtime Select (OT Select) held their championship this weekend in Atlanta, Georgia. The month-long tourney hosts America’s best up-and-coming hoopers and is run by popular Gen Z–focused youth sports media brand Overtime.

• Prior to the tourney finale, won by Mia and Mya Pauldo’s Double Dynasty squad, OT Select shared social media metrics with The GIST that illustrate why high school girls’ basketball present a major opportunity for brands looking to capitalize on the growth of women’s sports among Gen Z fans. Bank shot.

The tournament: The summer league, which spanned four weekends in August and September, took place at Atlanta’s OTE Arena. Eight teams of elite high school ballers enjoyed assists from WNBA advisors like Breanna Stewart, Zia Cooke, and Kahleah Copper, not to mention college stars like Flau'jae Johnson and Paige Bueckers.

By the numbers: Since launching its accounts in February, OT Select content generated 6M engagements, 65M views, and 80M impressions across platforms. At least 10K people caught each semifinal game on YouTube and averaged about 20 minutes of watchtime, while over 198K unique viewers tuned into OT Select livestreams on TikTok.

• The players also enjoyed the glow of the spotlight on their personal accounts, with every team captain seeing their Instagram followings rise at least 33%. Other athletes had their followings almost double, with Ontario Christian’s Kaleena Smith going from 42.1K to 82.3K followers and Elite Sports Academy’s Oliviyah Edwards rising from 5K to 10K followers.

Zooming out: The popularity of OT Select underlines how the next generation of sports fans want to engage with content. Overtime is meeting Gen Z fans where they are by utilizing platforms like TikTok and Instagram for buzzy, short-form content — but even its livestreams are racking up views. It makes sense why major sponsors like Adidas are lining up to benefit from OT’s clout.

• The social popularity of OT Select’s players also shows Gen Z’s affinity for relatable athletes, and with these high schoolers getting a head start on their social media game, they’re that much better prepared for a burgeoning collegiate NIL landscape. Not a tuff sell.

An easy way to celebrate women’s sports? Sharing your fandom with a friend — just ask WNBA superfan Jason Sudeikis, a NY Liberty fanatic who’s traveled here (the WNBA All-Star Game), there (the Barclays Center), and everywhere to support the seafoamers.

• And he’s even wearing his heart on his sleeve, er, feet, designing a custom pair of Nike Sabrina 2s in the Nike by You lab. Nike liked Sudeikis’ colorway so much, it’s now available for all hoops fans. Buckets.

Think you know the WNBA? Don’t miss out on The GIST’s Pro Women’s Basketball Bracket Challenge — the first of its kind! Flex your basketball IQ, compete with other fans, and score some amazing prizes along the way. Sign up for free today.