London calling
From The GIST Sports Biz (hi@thegistsports.com)
Thanks for reading!
As you’ll see in today’s first story, surveys matter — which is why we’ve created one to learn more about our faithful sports biz readers. By filling it out, you’ll help us build a better newsletter and enter for a chance to score one of five $100 gift cards. A win-win.
Women’s sports
🧠 The wisdom of Athena
The GIST: This week, Deloitte shared findings from the Athena Pledge, a research collaboration driven by key sponsors to evaluate the marketing potential in women’s sports. According to the data, sponsorships grew 22% YoY across women’s professional leagues, teams, and athletes in 2024.
- To better understand this increase, Deloitte teamed up with Wasserman’s The Collective to survey 84 U.S. brand decision-makers about why they’re doubling down on sponsoring the women’s game and what barriers to investment still exist. Let’s dive in.
🤝 Brands can score points with a prime demographic. The report theorizes women’s sports fans are more open to sponsors than men’s sports fans because these companies have helped make women’s sports more accessible. Ally has seen a rise in brand value and trust after initiating women’s sports sponsorships, including savvy moves like pushing for an NWSL primetime slot.
- Brands like Visa and Nike have seen immediate ROI thanks to their deals with key properties such as the USWNT. According to the report, both companies saw a massive YoY boost in engagement and spending from women’s sports fans after becoming sponsors, with Nike seeing a 1100% increase and Visa seeing a 2700% jump.
📱 Women athletes’ engagement rates are a big focus. They drive 2x more engagement than male athletes and were responsible for 53% of Paris 2024’s TikTok and Instagram engagement. Per the report, 90% of brand decision-makers consider social media and digital content to be important when evaluating a women’s sports sponsorship, while 88% expect strong growth among rising stars.
✅ Brands see sponsorship benefits when analyzed properly. Despite its growth, the women’s sports landscape still differs from the men’s and should be evaluated independently to adequately measure campaign efficacy. For example, comparing the WNBA’s audience size to the NBA’s isn’t apples to apples — the NBA has a 50-year head start and billions more in investments.
- Instead of comparing audience size, companies can look at rate of conversion, which reflects the loyalty of women’s sports fans noted in previous Wasserman research. When brands used customized metrics to evaluate ROI in women’s sports campaigns, they noticed a more positive impact compared to the generic metrics used for men’s sports. Everything custom.
Together With The GIST
👀 A fan-favorite returns
The GIST’s best-selling crewneck is back and better than ever. After selling out in 24 hours in 2020, this smash hit has been refreshed with a new design while keeping the same ultra-soft, wear-everywhere comfort you loved.
- Perfect for cozy season and ideal for showing your support of leveling the playing field in sports, this crew is a must-have.
⛰️ Investors with Colorado ties join NWSL Denver ownership group
According to Sportico, three new groups will likely join the ownership for Denver’s NWSL franchise: asset management firm Ariel Investments, Molson Coors VP David Coors and wife Molly, and the Borgen family. Ariel Investments co–CEO Mellody Hobson is a minority investor in the NFL’s Denver Broncos, while the Coors and Borgen families have deep ties to Colorado.
👟 Caitlin Clark’s first signature shoe in the works at Nike
Nike CEO Elliott Hill confirmed last week that WNBA star Caitlin Clark visited Nike’s Oregon headquarters this month to assist in developing her first-ever signature kicks. In addition to working on the shoe design, Hill noted the team is creating her logo, although there’s no indication when Clark’s signature branding will hit shelves.
⚽ WSL signing of Jenna Nighswonger spotlights competitive women’s soccer landscape
For the third time in the last 10 days, an NWSL star is heading across the pond to the WSL. The Athletic shared Monday that Arsenal acquired NJ/NY Gotham FC defender and USWNT star Jenna Nighswonger for a $100K transfer fee following Naomi Girma’s move to Chelsea and Manchester City’s signing of Kerolin.
- While the EPL has long been ahead of MLS, the NWSL and WSL have developed concurrently on a more equal playing field. But the recent signings illustrate the UK women’s game is pulling ahead quickly, and it’s no coincidence this comes after the WSL was reincorporated, meaning bigger media rights and sponsorship deals. London calling.
🏀 Women’s activewear brand Athleta added popular WNBA and Unrivaled players Kate Martin and Lexie Hull to its Power of She Collective.
🏟️ The Toronto Sceptres hosted a sold-out Battle on Bay Street competition for the second year in a row, with 19K fans showing up to Scotiabank Arena on Saturday.
⚽ TST is expanding its women’s soccer tournament from eight teams in 2024 to 16 teams this year thanks to an investment from partner RBC Wealth Management.
💼 The PWHL promoted Jayna Hefford and Amy Scheer to executive vice president positions.
⛳ Mitsubishi UFJ Financial Group signed a three-year partnership with Olympian and U.S. Women’s Open champion Yuka Saso. What a nice drive.
🛠️ Home improvement chain Home Depot signed an extensive deal with U.S. Soccer, reinforcing the brand’s ties to the Atlanta area as it helps construct a new training center.
📚 WNBA legend Candace Parker announced the June release of her first-ever book, The Can-Do Mindset.
💰 BetMGM reported women’s college basketball betting is up 54% by handle YoY, with the company already taking more bets on the sport this season compared to 2023. Bet on women.
Together With Reverse Health
⏱️ As a sports fan, you know 15 minutes can change your life. Know what else you can do in 15 minutes? The first class in Reverse Health’s 28-Day Yoga Challenge.
- Yoga is the most effective exercise for women over 40, reducing joint pain, improving circulation, and supporting mental well-being. Invest in yourself by joining Reverse Health’s at-home fitness program today for 60% off. Grab your yoga mat and get flexy.
Here’s what passed The GIST squad’s vibe check this week:
👟 Where to go
The club…run club, that is. Run clubs are the new social hubs, with Strava reporting participation was up 59% in 2024. Fitness, friendship, and fun? Say less.
🛍 What to shop
Kith’s New York Rangers collection. It’s giving runway meets the rink.
👽 Who to know
Swooshman — Nike’s mythical sports hero who reps an iconic ’90s suit.
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.