Basketball

Connecticut Sun sold to Houston ownership with plans to revive vintage Comets franchise

On Friday, the Mohegan Tribe — the longtime ownership group of the WNBA’s Connecticut Sun — reportedly sold the team to Houston Rockets owner Tilman Fertitta and family for a record $300M. The move solidified months of speculation that the W would steer the sale toward Houston after the league reportedly denied Boston’s even higher bid for $325M.

March 31, 2026

Overtime’s first-of-its-kind UConn partnership heralds a new era of NIL brand integration

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This month, Gen Z–focused basketball media company Overtime (OT) announced a content partnership with UConn women’s basketball — a first-of-its-kind deal for college sports. While embedded content studios aren’t new, head of OT Select and women’s basketball Sascha Malas told us earlier this month that universities haven’t partnered directly with media companies before.

March 28, 2026

How the Bhathal family is running Portland

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The Bhathals are changing how the women’s sports game is played, from building the first-ever dual WNBA and NWSL practice facility to creating the first local channel dedicated to women’s sports. That synergy is helping the teams become a major draw for high-profile brand deals. This week, we spoke with Bhathal Merage in a rare interview ahead of her appearance at the Power Play Sports Sponsorship Accelerator about the benefits of owning both teams, both from an ownership and sponsorship perspective. As she put it, “one plus one equals five.” The math is mathin’.

March 20, 2026

WNBA CBA agreement is a win for league, players, and brand partners

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The WNBA and WNPBA reached a verbal agreement on their CBA yesterday, just 51 days before season tip-off. The news is considered a major win for both parties as well as W fans, but there are other players at stake with a lot pinned on the success of this deal: The W’s confirmed and prospective brand partners. Let’s explore what this new CBA means for everyone.

March 19, 2026

The Sports Bra teams up with WPBA to support storytelling, community around women’s basketball developmental league

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The Sports Bra and the Women’s Premier Basketball Association (WPBA) — a developmental women’s league similar to the NBA’s G League — announced a strategic partnership that will use the sports bar’s reach among women’s sports fans to promote the WPBA as it looks to strengthen relationships with the WNBA and sponsors.

March 17, 2026

ATX Open, Unrivaled demonstrate the value of building player-centric facilities for athletes

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Last week, Front Office Sports covered the ATX Open’s rage room, an idea that came from Jessica Pegula on the podcast she launched alongside Madison Keys, Jennifer Brady, and Desirae Kawczyk. After countless women players have been criticized for showing their frustrations on the court, Pegula argued athletes need this — and the tournament agreed.

March 10, 2026

Rebel Girls doubles down on sports partnership in new AU Pro Basketball deal

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In an exclusive with The GIST today, Gen Alpha girls empowerment brand Rebel Girls (RG) is announcing a new media partnership with Athletes Unlimited’s basketball arm, AU Pro Basketball (AUBB). While basketball has been a priority for RG, evidenced by activations with A’ja Wilson and Sabrina Ionescu, this is the brand’s first foray into hoops at the organizational level.

February 03, 2026

New WNBA franchises embrace winning marketing tactics as they build local hype

Sports Business

New WNBA franchises embrace winning marketing tactics as they build local hype

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January 29, 2026

Though the WNBA’s 2026 season schedule remains up in the air due to ongoing CBA negotiations, forthcoming W franchises are rolling ahead with preseason marketing campaigns.

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The GIST of It Podcast

Ep #543

Unpacking the drama of the Connecticut Sun sale

March 31, 2026

Listen on Apple Music Listen on Spotify

Unpacking the drama of the Connecticut Sun sale

It’s official.

The historic Houston Comets are back in the WNBA — but the news came with a heaping dose of drama. Instead of awarding Houston a 2027 expansion team, the WNBA is relocating the Connecticut Sun to Houston, where they’ll be rebranded as the Comets, an original (and very successful) W franchise. Needless to say, while some folks are thrilled to see a great WNBA team rise from the dead, others (namely fans of the Connecticut Sun) aren’t exactly pleased. On today’s episode of The GIST of It, co-hosts Steph Rotz and Lauren Tuiskula provide crucial context on the historic sale and share their thoughts on the W’s latest move.