Be there for you
From The GIST Sports Biz (hi@thegistsports.com)
Leveling The Playing Field
Hello there!
As the WNBA CBA deadline nears, sports executives are warning the league that public battles with players isn’t good for business. One WNBA team executive said that fighting with top players is a “death spiral,” while the NHL’s NY Islanders owner Jon Ledecky warned that having sour CBA negotiations go public is “no bueno” for any league.
- As we wait and see what the W does next, we’ll be taking Wednesday off for a company offsite — but we’ll be back in your inbox this Friday.
NSL
🏟️ Be there for you
The GIST: The Northern Super League (NSL) ended its inaugural season yesterday with a Fan Appreciation Match for its popular club, AFC Toronto, which finished with the most regular-season points. Because of that, the NSL used the appreciation night to also award the Supporters’ Shield, a trophy that rewards the winningest team while also acknowledging the value of its fans.
- While theme nights appreciating fans are a classic play from sports franchises, cementing that appreciation with a trophy and ceremony is a clever way for a new women’s sports team to cultivate goodwill with fans. Creating their own goals.
The event: The shield was presented at yesterday’s match, which was sponsored by Canadian credit union Desjardins Group. Before and after the trophy ceremony, fans were treated to limited-edition merch as well as beanie and poster giveaways. The festivities also included partner activations with Dove and Sidelaunch Brewing Co. — the team’s official beer sponsor.
The growth: In June (one month into its inaugural season), AFC Toronto shared early engagement numbers showcasing an engaged and rapidly growing fandom. At that time, the team had earned nearly $250K in merch sales and saw a 51% boost in followers to reach over 21.1K total, which allowed the team to earn more than 6M content views through the NSL’s first month.
- AFC Toronto estimated the club has an editorial reach of 7.32B and an advertising value equivalent of $69.3M, which bodes well for its growth. A fan appreciation night is a smart way to accelerate this: Per Morning Consult, theme nights account for 15%-20% of total group sales for some franchises, making these activations and giveaways a serious draw.
The landscape: Fan appreciation nights have a long and successful history in men’s sports leagues like the NBA, MLB, NHL, and MLS, and a newer and more limited history in the WNBA and NWSL. These nights are typically held on the final home game of the regular season and include giveaways, entertainment, and activations.
- WNBA teams like the Las Vegas Aces and Connecticut Sun are embracing this, with Aces partners Ally and Playa Society outfitting fans with free rally towels. The Sun actually celebrated fans over two games in 2024, and new NWSL club Bay FC recently hosted its own appreciation night with PNC Bank as a presenting partner.
Zooming out: These events have worked well in women’s sports, but haven’t necessarily become a staple across leagues. By tying it to the Supporters’ Shield, the NSL will have this celebration baked into each season. As a growing women’s sports league, enticing fans to see games IRL is vital to the long-term success of the NSL.
- And partners are already jumping in — this is a great way for brands to break through the noise and reach engaged, receptive people. Women’s soccer fans already show unparalleled love to brands supporting their faves, and everyone loves free stuff. It’s a win-win.
🏎️ Apple confirms streaming deal with F1 that includes F1 Academy access
After we discussed Apple’s F1 interest on Friday, Apple TV finalized a five-year deal with the racing series, a major acquisition for the streaming platform. Apple is reportedly paying $140M annually for the rights, up from ESPN’s previous $85M. While ESPN built up the sport’s U.S. audience with 1.4M average viewers per race, the Apple deal now includes access to F1 Academy as the circuit works to develop women drivers.
- Previously, F1 Academy aired across YouTube, X, or F1 TV, and while social media can encourage equitable, widespread access, having it on a paid streamer helps the sport reach and convert casual fans. Start your engines.
💸 YouTuber MrBeast launches financial advisory brand MrBeast Financial
YouTube influencer MrBeast plans to launch a new fintech platform that will offer banking, crypto, and financial advisory services. This is the influencer’s latest expansion in his multi-brand empire, which spans categories from Feastables chocolates to virtual restaurant MrBeast Burger. Everyone wants to win over Gen Z, and MrBeast has a unique brand that has translated well to other ventures.
- Teaching widespread financial literacy, especially to reach younger generations, is a trend we’ve seen from financial brands like Intuit and Morgan Stanley. Specifically, they’ve placed women athletes front and center in Gen Z–focused campaigns — something a mega-influencer like MrBeast could build upon further.
🎥 Las Vegas Aces head coach Becky Hammon will be the subject of a new documentary produced by Michael Strahan’s SMAC Entertainment and Odell Beckham Jr.’s 2463 Entertainment. Game recognizes game.
🦚 Apple and NBCUniversal are co-launching a joint streaming bundle, which offers access to both platforms under a singular, less expensive subscription.
🏆 The first matchup for the inaugural 2026 FIFA Women’s Champions Cup is set between the NWSL’s Gotham FC and Brazil’s Corinthians.
🎙️ NBC Sports announced a partnership with digital media platform Enjoy Basketball to bring its popular podcasts to Peacock and NBC Sports Now.
🎿 Brain supplement Prevagen is the latest brand partner for U.S. Ski & Snowboard.
🏀 Former Golden State Warriors GM Bob Myers was named the president of sports for Harris Blitzer Sports & Entertainment, which is launching Philadelphia’s WNBA team in 2030. Jawn top.
Hi. It’s us. We’re the recommenders, it’s us.
⚾ What to watch
"Field of Dreams." The 1989 movie tells the tale of an Iowa farmer building a baseball diamond for long-dead players. Nearly four decades later, fans are still trekking to Dyersville, Iowa, searching for the emotion of the baseball classic.
🎁 What to look forward to buying
A Barbie. ICYMI: Mattel recently unveiled a one-of-a-kind Ilona Maher doll, created to "reflect the build of many strong athletes," celebrating movement, strength, and confidence.
👟 What to do
Lace up with the best running apps. Whether you’re a beginner or a marathon pro, these apps will help keep you on pace.
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