Booked and busy
From The GIST (hi@thegistsports.com)
Hi there!
The NY Knicks may be out of the NBA playoffs, but the team’s fairytale run still paid dividends for NYC. The Knicks generated $195M in economic impact through the first two playoff rounds and an estimated $91M in every subsequent home game — but it’s not the first time a NYC basketball team uplifted the city.
- Last year, the NY Liberty generated $18.3M during its WNBA championship run and saw merchandise and ticket sales skyrocket. Where dreams are made of.
Media
📺 It’s (not) a small world
The GIST: Last week, Disney+ acquired the European rights for the Women’s Champions League through a five-year deal. The news is indicative of a wider trend of streaming interest in women’s sports, which offers both pros and cons for the women’s sports space. So much to juggle.
The details: Disney+ plans to live stream all 75 matches in the tournament, which kicks off this October with an expanded “league phase” format to match the men’s version. The streamer will offer access throughout Europe while UEFA continues to work with existing free-to-air channels across the continent.
The why: This rights acquisition is interesting, considering Disney owns ESPN, which has 27 TV networks outside the U.S. and reaches over 61 countries and territories across all seven continents. However, Disney+ has amassed a global subscriber base of 125M and reaches an estimated 100+ countries partially thanks to its brand strength, partnerships, and localized focus in global markets.
The trend: While streamers have competed for WNBA, NWSL, and PWHL rights in the U.S., they’re also scooping up international tournaments. Netflix bagged the U.S. rights for the 2027 and 2031 FIFA Women’s World Cups, while Max aired the SheBelieves Cup in English and Peacock in Spanish. It’s a smart strategy to drive subscribers: Women’s sports fans are loyal to their favorite streamers and are more willing to pay for sports access.
- And while live sports have been giving lifeblood to linear platforms, viewers are migrating en masse to streaming and digital platforms. Last year, digital sports viewership surpassed linear viewership for the first time and is expected to jump 21% between 2024 and 2027.
The issue: The 2020s have demonstrated the powerful role media rights play in improving access and growing fandom for women’s sports. And while so much has changed, the industry is still in its growth era and needs to reach wide audiences to build fandom.
- Although streamers like Max and Disney+ do have large subscriber bases, linear TV tends to be more widely accessible and has the potential to turn casual fans who happen to catch a game into avid ones. Put it on the telly.
🏁 Record label Top Dawg Entertainment designs racing-inspired capsule collection
The record label — which is home to Grammy-winning artists Kendrick Lamar and SZA — rolled out a limited-edition collection that includes a motocross jersey, graphic tees, and racing-inspired hats. The merch comes at a moment when motorsports leagues like NASCAR are striving to increase fan diversity, and brands in racing are paying more attention to women fans on the sidelines.
🍼 WNBA CBA conversations include discussions about family planning
NY Liberty star and WNBPA executive VP Breanna Stewart told Sportico that improving access to family planning services and childcare should rank second on the list of player demands in upcoming CBA negotiations. Stewart wants a $5K annual stipend per child (instead of per athlete), and she believes eight years is too long for W veterans to unlock family planning benefits.
- With family planning top of mind as negotiations are underway, relevant brands should consider the opportunity to become part of the conversation and meet players’ needs the way Delta did by providing charter flights. Wheels up.
💼 NBA and Gatorade extend deal that spans nearly 50 years
Gatorade recently signed an eight-year extension with the NBA, making it the men’s basketball league’s longest-tenured sponsor. This mirrors its 28-year presence in the WNBA as its longest-tenured partner (along with Nike), where it was the top brand for sponsorship presence during the 2024 W season, according to SponsorUnited.
⛳ U.S. Open wraps up as prominent sponsor Ally reaps benefits
Swede Maja Stark won her first major championship yesterday, earning $2.4M of a $12M total prize purse. The largest pool in the women’s golf league is partially thanks to retail bank Ally, which joined as a sponsor last year and has seen increased brand favorability and recognition among women’s golf fans. Hole in one.
⚽ Prominent soccer media network Men in Blazers announced a multiyear sponsorship with New Balance. Doing it for kicks.
👕 Longtime Lioness goalkeeper Mary Earps — who changed the women’s soccer game (and merch game) — announced her retirement from playing internationally for England.
🏆 Tennis icon Serena Williams was awarded Spain’s prestigious Princess of Asturias Prize for Sports.
🏊 NBC Sports finalized a multiyear extension with USA Swimming through 2028.
📚 South Carolina head coach and women’s basketball legend Dawn Staley made the New York Times bestseller list as her book, “Uncommon Favor,” landed second. Booked and busy.
Together With Gainbridge
📈 We don’t need to tell you that the business of women’s sports is booming, but in a world where only 15% of sports media coverage is focused on women, there’s still some work to do. Enter: Gainbridge® Assists.
- For the third straight year, Gainbridge® is partnering with Parity and the Women’s Sports Foundation® to award $5K grants to organizations that support women and girls through sport.
- Know a women’s sports cause that could use a financial bump? Then send them this link to apply today. Changing lives with just one click.
Hi. It’s us. We’re the recommenders, it’s us.
🎧 What to listen to
Sabrina Ionescu on Bird’s Eye View. Hear her chat with Sue Bird about superteams, shooting with Steph Curry, and leveling up her game.
⛳️ What to read
The legacy of trailblazing golfer Jim Dent. From Augusta’s Sand Hills to the PGA, Dent’s story is one of strength, style, and sticking close to your roots. A must-read for any sports history lover.
☁️ What to check out
SLAM 256, featuring NY Liberty star Natasha Cloud’s seafoam green, NYC welcome party. Ballin'.
Today's email was brought to you by Aryanna Prasad and Briana Ekanem. Fact checking by Bonnie Lee. 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.