The GIST

Brands activate innovative strategies in NIL deals with college star Paige Bueckers

The stardom of UConn women’s basketball sensation Paige Bueckers has continuously risen throughout her college career, culminating in what could be her most successful (and profitable) season yet.

February 21, 2025

Super Bowl spotlights growing connection between music and women’s sports

In the wake of Super Bowl Sunday, the symbiotic relationship between sports and music has become more evident than ever as it continues to create opportunities to reach new fans. Here are a few examples of how brands have utilized the connection between these two industries.

February 12, 2025

UK data illustrates growing interest in women’s sports for domestic and global competitions

Last week, UK research group Women’s Sports Trust published a report illustrating how 2024 interest in women’s sports UK audiences has grown for both domestic and international properties. In an increasingly intertwined sports landscape — especially in women’s soccer — these insights are meaningful for marketers at home and abroad.

February 10, 2025

Portland announces plans for historic shared WNBA and NWSL practice facility

Yesterday, Front Office Sports confirmed a women’s sports first: Two pro women’s teams from different leagues will share a new multimillion practice facility in Portland, Oregon. While six other cities have both WNBA and NWSL teams like Portland will in 2026, only PDX boasts both teams under the same ownership umbrella.

February 07, 2025

January’s Google Trends data illustrates rising interest in women’s sports

This week, Google released its January Google Trends data report on search engine insights across sports. The data reflected key topics driving the conversation across women’s sports, including Unrivaled’s launch, NWSL expansion, and unexpected Australian Open winner Madison Keys.

February 05, 2025

Insurance giants invest in women’s sports as industry advertising spending declines

Sportico shared insights yesterday about U.S. insurance giants backing away from advertising in the big game. While insurers aren’t activating around the (very expensive) Super Bowl as much as they used to, companies like State Farm are stepping up spend in a low cost, high ROI space: women’s basketball.

February 03, 2025

Deloitte and Wasserman share sponsorship insights from brands backing women’s sports

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.

January 29, 2025

Sports Business

TikTok’s anticipated U.S. ban set to have adverse effect on sports influencers, fans

January 17, 2025

A U.S. ban on social media app TikTok is set to go into effect Sunday, which will have broad repercussions across the sports landscape. While major media networks may be minimally affected by the ban, casual sports fans and content creators — especially women athletes — will feel the loss.

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The GIST of It Podcast

Ep #433

A 4 Nations preview, plus Trump's trans athlete ban

February 11, 2025

Listen on Apple Music Listen on Spotify

A 4 Nations preview, plus Trump's trans athlete ban

Today’s episode of The GIST of It has a little bit of everything with one tournament preview and one WTF moment on deck. Co-hosts Ellen Hyslop and Steph Rotz start things off by discussing the upcoming 4 Nations Face-Off, an NHL hockey tourney that’ll pit Team USA, Team Canada, Team Finland, and Team Sweden against each other for international glory. Icy and spicy.

Then in part two, El and Steph unfortunately have to dig into a massive WTF moment following last week’s news that U.S. president Donald Trump signed an executive order barring trans athletes from competing in women’s sports. El and Steph discuss what exactly an executive order does and the devastating impact this move will have on girls’ and women’s sports.