Being first rules
From The GIST Sports Biz (hi@thegistsports.com)
Leveling The Playing Field
May the odds be ever in your favor!
Those in Phoenix this weekend for the NCAA women’s March Madness tournament are in for a treat: In addition to all the tournament hoopla and brand activations, history is being made with the lineup. For only the second time ever, four teams — UConn, South Carolina, Texas, and UCLA — are running it back in the Final Four.
- All four No. 1 seeds were here last year, and if history repeats itself, the undefeated Huskies will take the crown once again. That is, after all, what DraftKings predicts will happen: UConn’s favored at -160 to win it all and Texas and South Carolina are tied at +550. Being first rules.
Winter Olympics
🎿 On top of the world
The GIST: Mikaela Shiffrin was one of the most recognized athletes heading into Milano Cortina 2026, and she emerged from the Games with more hype than ever before. Shiffrin is enjoying a new era for women Winter Olympians, who can now leverage their athletic success beyond the Games through fashion and media.
- This week, we spoke with Shiffrin about her recent NYC press tour and how brands, especially luxury ones, are engaging with her and supporting her creative endeavors. Ready to sleigh.
The support: Shiffrin thinks of U.S. Ski & Snowboard as her “highest-impact sponsor” because of the resources they allocate to athletes, especially without government funding. Because U.S. Ski & Snowboard and its sponsors invest heavily in athletes, “we want to be successful” in delivering ROI for them, and the governing body “gives us the platform to do that,” she explained.
- In December, U.S. Ski & Snowboard CEO Sophie Goldschmidt described their creative approach to selling the snow sports lifestyle and bringing new sectors into the fold. This includes financial brand Stifel, a key sponsor Shiffrin described as “instrumental in supporting” her recently-launched podcast.
The insights: Shiffrin said now, women athletes are being more humanized than ever, giving her the freedom to explore her creative endeavors. She recently photographed a Brooklyn Nets game, illustrating how those across sports and fashion value her point of view, whether through photography or styling luxury fashion.
- One major way she’s doing that is with her podcast, which allows her to remain curious and relatable through the scope of her elite athleticism. Her logo launch and podcast are “next steps in exploring what my world can look like,” Shiffrin said. “Skiing is a really big part of me…but there’s just so much more that piques my interest.”
The opportunity: Like Eileen Gu and Naomi Osaka, Shiffrin commands the spotlight outside sport. As an engaging, relatable athlete, fashion-focused brand partnerships uniquely give her the chance to showcase her style. This week, Shiffrin is working with Naeem Khan, Cynthia Rowley, Hugo Boss, Dôen, and Tiffany & Co., as well as existing partners Adidas and watch company Longines.
- “Getting to explore this is one of the most beautiful things that you can get from such an incredible Olympic experience: The opportunity to connect with brands…The fashion world is something that I really love, but I don’t get to dip my toes into that world as much as I’d like,” she said. Who wouldn’t love a little
skibrand lift from Shiffrin?
🏈 Details on substantial PE investment in NFL Flag shows opportunity for funds in football
Following the news that the NFL is partnering with TMRW Sports comes further details about the level of investment PE firms are making in flag football. Per Sports Business Journal, NFL Flag and TMRW Sports will have $192M to launch the league: $32M accrued from NFL owners last December and another $160M raised through the investors announced earlier this week.
- Lead funders Ariel Investments, Bessemer Venture Partners, Blue Pool Capital, Dynasty Equity, Silver Lake, and Sixth Street each invested $15M. While becoming the new normal for sports startups, this heavy PE support is worth noting, as the sector has experienced difficulty gaining a foothold in the NFL. Watch this space.
🎙️ Live podcast trend builds at upcoming women’s sports events
While it seems everyone has a podcast, there’s still ample space for women’s sports content, and creators are taking advantage of the trend with live shows at tentpole events. Vox’s A Touch More Live and Just Women’s Sports’ Between the Lines presented by Intuit TurboTax will be taping live at the NCAA women’s Final Four this weekend.
- And in tennis, The Player ’s Box (hosted by four WTA stars) is considering hosting live shows at WTA tourneys, with the podcast already having an impact at tournament events. Live podcasts offer hosts the opportunity to engage with fans IRL and create cultural moments in real time, which also has sponsors like Intuit tuned in.
💼 Angel City FC launches inaugural program to move former players into business roles with club
Dubbed “ACFC Player Futures,” the program creates a new internal pathway for retired players to step into roles across the franchise’s marketing, operations, partnerships, and community impact divisions. Moreover, founding captain Ali Riley, who retired in 2025, is leading the way as the club’s new commercial and creative partner.
- The idea is that Riley and others will both learn the ropes from existing ACFC employees while adding invaluable insight to how the club can improve from a player’s perspective. Nothing but net gains here.
🏀 Former Toronto Raptors president Masai Ujiri joins Toronto Tempo as principle owner
The move deepens the WNBA expansion franchise’s Raptors connection, as Tempo owner Larry Tanenbaum is the chairman of Maple Leaf Sports & Entertainment that oversees the city’s NBA, NHL, and MLS outfits. In addition to bringing his expertise as a former NBA executive, Ujiri will lead Tempo Rising, an innovative global coaching mentorship program.
👀 Massachusetts-based furniture Jordan’s Furniture may need to make good on a bet after promising that if both UConn women’s and men’s teams reach the finals, it will refund all purchases made between January 20th and March 1st. Off their rocker.
📈 ESPN networks averaged 1.6M viewers for the Sweet 16 round of women’s March Madness, marking the third-best viewership for the regional semifinal round in network history.
📺 ESPN VP of women’s sports programming Susie Piotrkowski revealed there’s a 50-50 gender split in women’s sports viewership on the network, a shift from previous data indicating a higher share of male viewership.
❣️ Menstrual care brand Tampon Tribe forged a partnership with Angel City FC in the category’s first NWSL deal.
✨ Rugby star Ilona Maher, StudBudz duo Courtney Williams and Natisha Hiedeman, and WNBA star Chelsea Gray will cover the women’s Final Four and championship game in an ESPN alt-cast.
⚽ The NWSL appointed Brian Kelly as chief commercial officer and Rachel Epstein as its chief marketing officer, furthering the league’s front office development.
✈️ The LPGA named all-in-one travel platform Engine as its official travel booking partner. All aboard.
⚽ What to check out
Chloe Kelly’s “Lessons That Matter” message. In Stylist, the England star shares the advice she wants the next generation to hear: don’t let failure be the end of the story
👕 What to shop
Peace Collective’s Fan Shop. From NBA to PWHL, this Canadian brand has the freshest team merch for every sports lover.
🏀 What to gift
This basketball-inspired 3-Point Power Charging Station which doubles as a mini basketball game for your desk. Perfect for techies and hoop lovers alike.
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