Bases loaded
From The GIST Sports Biz (hi@thegistsports.com)
Happy Friday!
With Gen Z and Gen Alpha focused on connecting to sports through gamification, youth-focused toy and entertainment brands are busy building on the hype. Yesterday, Lego — which has been recognized for championing women athletes — expanded its Nike partnership with co-branded toys and apparel.
- Nike athlete A’ja Wilson will lead the way as an inaugural ambassador for the partnership, a perfect add considering Wilson’s famously playful personality. Always a kid at heart.
AUSL
🥎 Bases loaded
The GIST: Yesterday, MLB announced a sizable strategic investment in Athletes Unlimited Softball League (AUSL), which hits off its inaugural season next week. It’s a major move to see MLB backing AUSL off the bat and represents a shift in how established men’s sports leagues are approaching startup women’s leagues.
- Unlike previous models, women’s leagues that launched independently are now benefitting from an influx of investment from men’s leagues, which is producing a different outcome than when men’s leagues treated sister leagues as ancillary. Hitting it out of the park.
The details: While financial details weren’t announced, the investment is believed to be at least $10M. It marks MLB’s biggest fiscal commitment to softball and is effectively a replacement for MLB’s own proposed softball league. The league will also support AUSL’s sales, marketing, events, digital reach, and content, and AUSL stars will feature in MLB’s All-Star Game and on MLB Network.
The history: The WNBA and WSL were both launched by corresponding men’s leagues and experience a Catch-22 when it comes to financial support. While the investment from men’s leagues made these leagues possible, there are also countless examples of a lack of belief and investment holding women’s teams back.
The present: However, things are rapidly changing in today’s landscape. Rather than being considered a “burden,” women’s leagues are starting to be perceived as lucrative enterprises that men’s leagues want to invest in. And while the NHL hasn’t officially invested in the PWHL, the league has leant on the NHL’s expertise in logistics, operations, scheduling, and marketing.
- And in the football space, the NFL has seen several women’s tackle football leagues come and go, but is finally investing big in women’s flag. Individual teams have invested thousands in building a youth pipeline, while the league itself is already fielding bids for professional teams ahead of LA28.
The takeaway: Men’s sports leagues may be late to the game, but many are starting to invest in the women’s side. While there have been previous pro softball leagues, AUSL is the first to stand on such solid footing after years of planning, which likely encouraged MLB to finally get in the game.
- For example, AUSL has already inked several brand partnerships and boasts former MLB general manager Kim Ng as commissioner. No curveballs here.
WNBA
📱 Putting a pin in it
The GIST: Yesterday, social media giant Pinterest announced its entry into the sports space with a groundbreaking, multiyear NY Liberty partnership. Driven by the rising popularity and influence of WNBA athletes, Pinterest has reimagined what sports sponsorship can look like with its multifaceted brand integration. Very pinteresting…
The details: Pinterest is planning to capitalize on the Liberty’s influence with a content series, community outreach, in-arena activations, a dedicated account for the team on the app, and online experiences to connect fans with players. The brand noted that W athletes are quickly becoming powerful influencers in the lifestyle space and that fans are craving content beyond the game itself.
The why: This isn’t the first time a social media app has turned to sports, although it’s newer for women’s sports. TikTok has NFL, MLS, and MSE partnerships, while Meta has NBA, UFC, and Wrexham AFC deals. And although women comprise about 56% of TikTok accounts and 47% of Instagram users, Pinterest’s user base is estimated to be 70% women and girls.
- Pinterest has observed a spike in WNBA interest on the app, with searches for “WNBA tunnel outfits” up over 2,000%, along with notable increases for terms like “Sabrina Ionescu shoes pink” and "WNBA aesthetic."
- And singling out the Liberty makes sense: The team has quickly become a magnet for beauty and lifestyle brands new to sports, like Fenty Beauty, Away, and Offwhite. And Liberty branding is already carrying cultural cache — even Ellie the Elephant is nabbing brand deals.
Zooming out: Unlike TikTok and Instagram, Pinterest doesn’t allow video content — it’s effectively a virtual vision board. So, after seeing that users consider W players aspirational figures with cultural influence, it found a way to get sporty without the game highlights.
- That’s something brands in the lifestyle space are quickly learning: You don’t have to be directly sports-related to reap the benefits of teaming up with pro teams and athletes. For the Barbiecore fans.
Together With Destination Toronto
✅ Add Toronto to your women’s sports bucket list
ICYMI, Tempo Live, a fan fest celebrating the WNBA's first international team, was the ultimate hoops block party last weekend. Thanks to our pals at Destination Toronto, The GIST made it to the festival to capture all the fun firsthand. We visited…
- The basketball x fashion Tempo Talks panel, because tunnel fits are everything.
- Fan Camp, featuring DIY craft stations to flex that Tempo fandom.
- And Open Court Sessions, because leveling up your layup is always a good idea.
Needless to say, the WNBA made the right choice when they awarded Toronto, a city built on diversity and inclusivity, the league’s 14th franchise. To level up your Toronto experience (and stay up to date on awesome sports events in the 6ix) check out Destination Toronto today.
🤝 Caitlin Clark, Tyrese Haliburton drive best year yet for Indiana Pacers, Fever ownership
It’s been a good year for Indiana basketball, according to Pacers Sports & Entertainment, the group that owns the NBA’s Indiana Pacers and the WNBA’s Indiana Fever. The organization expects its best revenue year ever thanks to season ticket sales, broadcast partnerships, and new sponsorships.
- On the Fever side, Caitlin Clark has been the primary driver for this spike, while Pacers star Tyrese Haliburton has boosted interest in the NBA team. Even better, these two star athletes are friends, meaning crossover appearances that benefit both organizations.
📉 Sports ad space remains a draw despite changing scripted linear landscape
Sportico detailed yesterday how this year’s upfronts illustrated the decline of scripted linear TV content: Across the Big Four networks, fall will have 36 scripted series compared to 66 in 2017. Sports are a different story, however. Ad buys in live sports remain safe and keep the industry afloat, with NFL ad pricing skyrocketing 66% in the last decade. Touchdown.
🚀 Northern Super League (NSL) celebrates wins in first month of play
It’s been quite the month for the Northern Super League, the Canadian pro women’s soccer league that kicked off its inaugural season in April. After drawing over 14K fans for both of its first two matches, the NSL reached 1.5M viewers across linear broadcasts in Canada through its first month of play.
- Additionally, its social media accounts have garnered over 15M impressions, a 40% boost in followers, and millions of views. Online and in-stadium merch is closing in on $1M in sales, and new data suggests that since April 1st, the NSL has generated over 18.4K unique media mentions.
⚽ Fox Sports announced a historic U.S. media rights deal for the UEFA Women’s Euro 2025. Kick it.
👟 Annual track & field event Athlos added Olympic gold medalists Sha’Carri Richardson, Gabby Thomas, and Tara Davis-Woodhall as advisors and owners.
🏆 The KC Current is partnering with Visit Missouri to host the inaugural Teal Rising Cup, a four-team pro women’s soccer tournament for NWSL and Serie A clubs from Brazil.
📺 Saturday’s NY Liberty game vs. the Indiana Fever averaged 2.22M viewers on CBS, making it the second highest-viewed WNBA game in network history.
🏟️ Despite concern about Caitlin Clark’s injury, 11.1K fans flocked to Baltimore’s CFG Bank Arena as the Washington Mystics hosted the Fever without Clark.
💊 The NWSL inked a multiyear sponsorship with Tylenol to become the official pain reliever of the league. Feeling better already.
Together With Nom Nom
🐶 Your human BFF eats real food, and so should your four-legged bestie. That’s why Nom Nom is helping pup parents just like you add delight (and vital nutrients) to their dog’s day with whole-food meals and tantalizing treats your pooch will sit, stay, and roll over for.
- Nom Nom’s extra tasty recipes are crafted with your pup’s biology in mind: All six vet-developed options are easy to digest and tailored to your dog’s nutritional needs.
- And the proverbial cherry on top? You can take 50% off your first subscription order — because your best friend deserves a feast, not filler.
Here’s what has The GIST team currently hyped:
⛳ What to watch
This video breaking down the Grass League, a unique, high-stakes golf competition. Tee-rific.
🏈 What to look forward to
Madden, a forthcoming movie featuring Nicolas Cage as football legend John Madden and Christian Bale as Raiders owner Al Davis. Can't wait.
🎀 What to buy
MLB hair ties. Luv Aj’s new collab features team-themed silky scrunchies with just enough sparkle to stand out in the stands.
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