A timely investment
From The GIST Sports Biz (hi@thegistsports.com)
Hello!
A lot has happened since we last spoke, including the PWHL’s Minnesota Frost claiming its second consecutive league title. While PWHL fans have plenty to celly with expansion on the horizon, the players have a different perspective: For them, more teams means an expansion draft and losing beloved teammates. Miss ‘em already.
Tennis
⌚ A timely investment
The GIST: On Sunday, Front Office Sports detailed how luxury watchmaker Rolex has been putting on a decades-long clinic on how to win over tennis fans and become synonymous with the sport. Rolex offers key insights into how brands new to sports (and new brands, period) can capitalize as early adopters in women’s sports. Acing it.
The context: In addition to sponsoring all four Grand Slams and several leading athletes, Rolex doubled down on women’s tennis last year with an expansive WTA partnership. The company is the official timekeeper and timepiece of the tour, supports the WTA Finals, and is collaborating on co-branded social media content at a time when WTA engagement is rising.
The strategy: The Swiss watchmaker has worked to associate its brand with heroism and excellence while catering to a wealthy fanbase. This has included a presence in golf, yachting, equestrian and motorsports — although its famous F1 partnership dissolved once Tag Heuer entered the chat earlier this year.
- Rolex has noted that individual sports like tennis allow a sponsored athlete to stand out more compared to team sports, something that other brands have picked up on as well — women tennis players tend to be top brand ambassadors.
The results: Because of its association with elite athletes, Rolex has cornered 32% of the Swiss watch market, yet there’s still more ground to cover on the women’s side. In 2023, the brand observed 9x higher engagement from women’s sports fans, and by 2024, Rolex was the only jewelry brand with double-digit sponsorships across five major pro women’s sports leagues.
Zooming out: While sponsorship interest is heating up across women’s sports, there are still opportunities for new brands to become the next Rolex. Retail bank Ally is a great example: It came onto the scene amid an established banking industry and has notched increased brand likability, consumer trust, and brand recognition largely driven by its commitment to women’s sports.
- This isn’t just a takeaway for brands new to sports, but also for brand new companies looking to gain ground among an ideal consumer base, like OPill in the WNBA and Unwell in the NWSL. Lookin’ thirsty.
WNBA
🏀 In the bleachers
The GIST: This week, WNBA fans are learning about the downsides of the Caitlin Clark Effect as the Indiana Fever superstar is sitting out for at least two weeks with a quadriceps strain. It’s the first time Clark has missed any time during her collegiate or pro career, leaving fans and venues in the lurch.
- While an injured star athlete isn’t a new phenomenon in sports, it’s somewhat new to women’s basketball, where Clark has been a primary draw for many IRL fans and viewers who are backing out in her absence. Leaving out the side door.
The shift: Two of the Fever’s four games in this two-week span will be away games, including one against the Washington Mystics and another vs. the Chicago Sky that were both moved to larger arenas. However, ticket prices have tanked — after the injury was announced, prices fell 47% for the Mystics game and 71% for the Sky matchup.
The precedent: While this level of precarious demand centered around a superstar is new for women’s basketball, this has been happening on the men’s side for years. The NBA has weathered load management controversies, and fans and invested brands recently felt the sting when Jayson Tatum ruptured his Achilles during the playoffs.
- Clark has drawn comparisons to Lionel Messi in terms of popularity, and the international soccer sensation experienced a similar situation last year. With Messi sidelined, the Chicago Fire was prepared to reimburse fans a guaranteed credit if he didn’t play. However, the W hasn’t indicated if they will provide any fan compensation while Clark heals up.
Looking forward: Clark has a long career ahead of her, and with rookie Paige Bueckers drawing similar crowds, W teams have to be prepared in case these superstars don’t suit up. The Fire may have lost money when fans didn’t show up, but it also guaranteed fans would stay loyal and join future games thanks to its fan-forward policy.
- This is a pivotal moment for the WNBA to determine how it’s going to address these situations, which are always guaranteed to happen in sports. Watch this space.
🥍 The 2025 NCAA women’s lacrosse championship drew a record 14,423 fans, surpassing the previous record by over 3K and building further brand prestige for UNC’s program. Maxin’ and relaxin’.
💰 U.S. Bank inked a multiyear deal to become the banking and wealth management partner for the Premier Lacrosse League and the Women’s Lacrosse League.
⚽ KC Current owners Angie and Chris Long acquired Danish soccer club HB Køge Women through their venture capital firm, Ballard Capital.
💸 The NY Liberty announced several investors who collectively purchased stake in the franchise last week, including Alibaba co-founder Jack Ma, supermodel Karlie Kloss, and sports investor Marc Lasry’s daughter, Samantha.
⛳ Women and girls comprised 8M U.S. golfers in 2024 as the sport pushes for increased inclusion at men’s golf courses and on television. ‘Cause we like to partee.
🏀 FIBA is moving the 2030 Women’s Basketball World Cup to late November, meaning WNBA players will no longer have to choose between the W playoffs and representing their country.
🎮 The video game industry is slated to generate more than $200B in spending for content and services for the first time this year.
🤖 OpenAI recently paid $6.4B to acquire and merge with hardware startup IO. Bot and sold.
Together With Mejuri
✨ Sports and stunning looks clearly go hand in hand — but investing in quality pieces shouldn’t require spending an arm and a leg. Just look at rising tennis star Emma Navarro, who recently teamed up with Mejuri to curate her signature everyday look seen above. We love her…
🔀 Brioche Hoops, a funky upgrade on a classic style.
💚 Gemstone Mini Studs, an emerald nod to her Taurus energy.
💫 And her Celestial Dôme Ring, because baby diamonds are always the right choice.
Perfect from the court to the café to everywhere in between, shop Emma’s Mejuri collection and treat yourself to something shiny. You’re so worth it.
Here’s what has GIST HQ buzzing:
🏐 Who to know
Victoria Garrick Browne. The former DI volleyball player turned mental health icon opened up in a viral 2017 TEDx Talk and hasn’t stopped since, advocating through her podcast, platform, and beyond. Aces.
🧠 What to train
Your brain. No surprise here: movement gives you a better dopamine hit than doomscrolling. Try swapping a screen break out for a walk — your brain (and body) will thank you.
🐘 What to read
This article about Ellie the Elephant, the WNBA’s most stylish mascot. The NY Liberty’s queen of sass is the definition of iconic.
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