The GIST

How pro sports leagues and their sponsors can make the most of temporary markets

Front Office Sports recently examined a trend among leagues like the Premier Lacrosse League (PLL) and Athletes Unlimited Softball League (AUSL): Traveling teams and exhibition matches are a smart way to identify prime markets before establishing permanent teams. Let’s explore when traveling teams work and what this format means for sponsors.

September 15, 2025

Recovery footwear brand Oofos taps into power of microinfluencers through widespread collegiate partnership

Last week, Oofos teamed up with Her Campus Media (HCM) to offer over 1.5K college women athletes a chance to partner with the recovery footwear brand. The open-ended opportunity could mean the first NIL deal for many of these athletes, who still offer significant value as microinfluencers.

September 12, 2025

Women athletes continue to drive culture

Add Althea Glitterson to the list after WTA world No. 24 Naomi Osaka debuted her fourth bedazzled Labubu at the US Open yesterday. The Grand Slam, already known for its “cool factor” was the perfect backdrop for Osaka, who has made the tennis court her runway and accessorized with the trendiest dolls on the market: Labubus.

September 03, 2025

New broadcasting agreement between ESPN and DAZN showcases popularity of women’s basketball

Traditionally American sports pushing for international growth is nothing new — look no further than college football’s annual showcase in Dublin, Ireland, just 11 days ago — but now, ESPN and London-based streaming service DAZN are taking things to the next level with a groundbreaking college sports broadcast agreement.

September 03, 2025

Cause-driven campaigns are hitting the mark with sports fans

August 29, 2025

Beauty brands continue to capitalize on IRL activations in the sports space

The WNBA’s Golden State Valkyries are hitting the runway tomorrow for an inaugural fashion show presented by Sephora. A celebration of basketball, fashion, and beauty, this is just Sephora’s latest foray into the sports arena — a place the brand is thriving in.

August 27, 2025

Men’s sports leagues and athletes partner with women-forward brands to reach fans

This week saw three major partnerships between women-forward companies and men’s sports leagues and athletes, demonstrating a new movement to recognize and celebrate female fandom of men’s sports. It drives home what The GIST has known since the beginning: Women fans love all sports, so brands and leagues are finally seeking to serve them.

August 27, 2025

Sports Business

Beauty brands have a unique opportunity to reach global audiences through soccer

August 18, 2025

Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

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The GIST of It Podcast

Ep #493

Nostalgia-core: How pop culture is winning over casual sports fans

September 16, 2025

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Nostalgia-core: How pop culture is winning over casual sports fans

Let’s take a trip down memory lane.

ICYMI, nostalgia is having a moment at the box office — and now, we’re seeing that translate to the sports world. Inspired by the news that Bend It Like Beckham is getting a long-awaited sequel, co-hosts Ellen Hyslop and Steph Rotz are diving into the business of sports movie sequels on today’s episode of The GIST of It, including how pop culture moments can turn casual sports viewers into devoted fans.

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