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From The GIST Sports Biz (hi@thegistsports.com)
Hi there!
The Golden State Valkyries drafted 11 players from a pool of unprotected WNBA athletes last Friday, including former Las Vegas Aces rookie and fan favorite Kate Martin. This was the league’s first expansion draft in 16 years and only time will tell how it all works out — the W has three more expansion teams on the horizon, including franchises in Portland and Toronto. Gotta keep up.
College basketball
🏀 Check it
The GIST: LSU basketball star and Puma athlete Flau’jae Johnson announced a player exclusive shoe deal on Friday, shortly after UConn phenom Paige Bueckers’ historic player edition shoe with Nike last week. These moves are the new normal in college basketball, where women are outperforming men in terms of NIL and shoe deals.
- Let’s check in with three top college women’s basketball players to see how they’re making their NIL so much more than a side hustle. Easy buckets.
🐯 Flau’jae Johnson: The LSU junior has been building her brand for years, which includes a budding rap career featuring Latto and Lil Wayne collaborations. Thanks to deals with companies like Meta, Amazon, and Powerade, Johnson has an estimated $1.5M NIL valuation, which isn’t far behind the $1.8M her former LSU teammate Angel Reese had upon graduation.
🐺 Paige Bueckers: The UConn senior made history as the first college player to receive pro sports equity by signing with 3v3 league Unrivaled in August, along with being one of The NIL Store’s top-selling athletes. And when it comes to NIL valuations, Bueckers and Johnson are neck and neck.
🐴 JuJu Watkins: The USC sophomore could be the next Caitlin Clark — she’s on track to break some of Clark’s college records and the “JuJu Effect” has already hit her campus. Plus, Watkins recently became the second college athlete to sign a deal with major insurance brand State Farm, and already has a Peacock docuseries chronicling her journey.
Zooming out: The next generation — Gen Zers and Gen Alpha who have grown up with social media, branding, and new NIL rules — is getting a head start on NIL marketing and exposure. As the women’s basketball ecosystem continues to change, getting in early with athletes who are highly sought after for their on-court skills and marketability will be key for brands. Flawless.
Women’s sports
🏒 Pick up sticks
The GIST: EA Sports’ annual hockey video game NHL 25 launched an update last Thursday that included PWHL players for the first time. The GIST spoke with EA sports brand general manager and SVP Andrea Hopelain last week to gain insight on the company’s success incorporating women athletes in its games, a strategy that resonates strongly with its Gen Z players. GG.
The updates: In addition to the release of NHL 25, which worked with PWHL players to create realistic in-game movements, EA has made an effort to include women referees and announcers in its NFL Madden franchise. The company first added women athletes in its soccer offering FIFA 16, but it took years for EA to add international teams and leagues.
- However, the brand integrated women players in its Ultimate Team setting for the first time in EA FC 24, allowing players to play with a team of men and women. Within the first month of release, there were over 357M online Ultimate Teams with one or more women’s players, and a majority of fans believe the game drives overall awareness of women’s soccer.
The why: Hopelain said there’s fairly even gender participation across all EA games, challenging the myth that video games predominantly field interest from men. She also mentioned that Gen Z’s values of equity and inclusion align with EA’s commitment to include women athletes, which is important when a third of Zoomers in the U.S. are gamers.
- EA also noted that it’s found Gen Z and Gen Alpha like to play sports online, then pick up those same sports IRL, which means including women’s sports could also boost participation rates on the field and at the rink. An apple a day…
The opportunity: Hopelain explained 50% of sports fandom is being defined by age 14, and with the younger generation’s early exposure to gaming, EA Sports has an opportunity to shape their fandom before anyone else. In women’s sports, it’s less likely for family and parents to inspire generational fandom, meaning there’s plenty of room for EA cover stars to win them over first.
Together With The GIST
👕 Wear your heart on your sleeve
Want to show off your support for women in sports? We thought so. And with The GIST’s capsule collection, you can. The pieces are sporty, bold, and playful…just like our GIST community.
Speaking of, this collection truly has something for everyone: Basketball-specific threads for hoops fans, “leveling the playing field” looks if you love making a statement, and tennis tees if you want to, ahem, serve.
But don’t just take our word for it, check it out for yourself. Happy shopping!
🌲 The Northern Super League (NSL) announced Canadian Tire as its first founding partner in an extensive multiyear partnership. If you ain’t first, you’re last.
💸 The LPGA had record revenue haul of $209M last year, marking the first time the women’s golf tour has reached the $200M mark.
💰 The Players Era officially made good on its promise to pay out $8M to the NIL collectives of the eight schools that participated in the men’s college basketball tournament.
📺 ESPN began its planned integration with the Disney+ streaming platform and will appear on its home screen for U.S. viewers. Turn this TV on.
🏈 Semi-pro football league Women’s National Football Conference signed an exclusive streaming partnership with NHL platform Victory+.
🤖 Nike has decided to shutter RTFKT, the virtual sneaker brand it acquired in 2021, as the sports world scales back its NFT bet.
🦞 Restaurant chain Red Lobster is the title sponsor for next week’s Band of the Year HBCU national band championship.
💡 Utility provider Southern Company pledged to provide golf scholarships for 20 aspiring LPGA athletes. A lightbulb moment.
Giveaway Alert
Are you dreaming of an unforgettable season on the slopes, but desperate for some new gear? Seems like the perfect time to treat yourself to the ultimate ski and snowboarding giveaway.
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- 🗻 A pair of LEKI Spitfire Vario Poles and Copper S Gloves
- 🎿 Kastle MX skis and bindings
- ⛷️ Portable Shotski Kit Bundle –– including SWIGOS Cups, goggle covers, a hat, ski blades… and so much more.
The mountains are calling — enter to win this snow-tacular treat today.
Peep our squad’s MVPs (Most Valuable Picks):
🏅 What to celebrate
Forbes 30 Under 30. The 2025 list is out and includes many athletes including Jayson Tatum, who led the Celtics to their 18th championship. But most notably. 13 female athletes including Caitlin Clark, Gabby Thomas and Illona Maher were included in the spread. Bet on them.
🐊 What to put into sport mode
Your crocs. Doogie Lish Sandtiger has the world’s largest Crocs collection and he fully embraces the “Come as you are” motto.
👗 What to buy
Tights. This time of year often requires them, so find yourself a pair that will keep you warm but won’t stretch, rip, or tear.
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.