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The brands backing a 24-year-old’s push for the Olympics

The brands backing a 24-year-old’s push for the Olympics

Sports Business

The brands backing a 24-year-old’s push for the Olympics

Annika Malacinski has the kind of Olympic story media outlets and marketers dream of. The 24-year-old daughter of a ski instructor grew up in Steamboat Springs, Colorado — one of the only areas in the U.S. with the infrastructure to facilitate Nordic combined, a marriage between cross-country skiing and ski jumping.

January 24, 2026

Naomi Osaka walks onto the court in couture at Australian Open

Naomi Osaka walks onto the court in couture at Australian Open

Naomi Osaka walks onto the court in couture at Australian Open

January 23, 2026

Brands turn to emerging women’s sports leagues to reach young digital natives

Brands turn to emerging women’s sports leagues to reach young digital natives

Brands turn to emerging women’s sports leagues to reach young digital natives

Softball. Baseball. Lacrosse. What do these sports have in common? In 2025, they all fielded brand-new professional women’s leagues.

January 10, 2026

Wasserman publishes latest report on private equity, asset appreciation in women’s sports

Wasserman publishes latest report on private equity, asset appreciation in women’s sports

Wasserman publishes latest report on private equity, asset appreciation in women’s sports

On Monday, Wasserman’s The Collective published the third part of its extensive research on the economy of women’s sports and the influence of women fans. In this edition, The Collective focused on the growth of the women’s sports ecosystem, studying macrotrends exemplified by increased private equity (PE) investment and infrastructure investment.

December 23, 2025

Grand Slam Track announces bankruptcy as Athlos, others illustrate what emerging sports leagues need for success

Grand Slam Track announces bankruptcy as Athlos, others illustrate what emerging sports leagues need for success

Grand Slam Track announces bankruptcy as Athlos, others illustrate what emerging sports leagues need for success

After months of financial difficulties, track & field league Grand Slam Track (GST) — spearheaded by Olympic legend Michael Johnson — officially filed for bankruptcy last week. As popular Olympic sports try to extend their reach beyond the global competition, GST presents a cautionary tale as it endured common issues faced by upstart sports leagues.

December 16, 2025

Partners of pro athletes offer organic, engaging marketing opportunities for brands and untapped potential in women’s sports

Partners of pro athletes offer organic, engaging marketing opportunities for brands and untapped potential in women’s sports

Partners of pro athletes offer organic, engaging marketing opportunities for brands and untapped potential in women’s sports

WAGs are where it's at

December 12, 2025

Netflix and Paramount Skydance make billion-dollar moves to acquire Warner Bros. Discovery, shaking up sports landscape

Netflix and Paramount Skydance make billion-dollar moves to acquire Warner Bros. Discovery, shaking up sports landscape

Netflix and Paramount Skydance make billion-dollar moves to acquire Warner Bros. Discovery, shaking up sports landscape

On Friday, Netflix announced it will acquire the streaming and studio divisions of Warner Bros. Discovery (WBD), now separated under the Warner Brothers (WB) brand, in a $82.7B deal. But in dramatic fashion, Paramount Skydance threatened to finish what it started as it launched a $108.4B hostile bid for the entire company to compete with what was considered a done deal.

December 09, 2025

Behind Croix Bethune’s smile is a story of resilience

Behind Croix Bethune’s smile is a story of resilience

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Behind Croix Bethune’s smile is a story of resilience

December 02, 2025

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The GIST of It Podcast

Naomi Osaka brings couture to the Australian Open

January 22, 2026

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Naomi Osaka brings couture to the Australian Open

Naomi Osaka brings couture to the Australian Open

Work, cover girl.

Tennis star Naomi Osaka is making good on her April 2025 promise to treat every Grand Slam like the Met Gala, walking into her first-round match at the Australian Open in full custom couture on Tuesday. A four-time Slam winner, Osaka is generating a lot of conversation — both supportive and critical — with her look, which is why this episode of The GIST of It is about how fashion and sport aren’t so different after all.

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Breaking down anti-doping whereabouts failures

Breaking down anti-doping whereabouts failures

Breaking down anti-doping whereabouts failures

Yesterday, swimmer Penny Oleksiak, Canada’s most decorated Olympian, was banned from competition until 2027 for an anti-doping rules violation. No, the 25-year-old wasn’t caught taking banned substances — she was penalized for a whereabouts failure. Let’s discuss.

November 26, 2025

New app plans to exclusively cater to women’s sports as sector sees growth

New app plans to exclusively cater to women’s sports as sector sees growth

New app plans to exclusively cater to women’s sports as sector sees growth

Last week, Rival — set to be the first sportsbook built exclusively for women’s sports — shared its plans to be active in three U.S. betting markets by 2026. The platform will include bets across the NWSL, WNBA, NCAA women’s basketball, WSL, WTA, and more, differing from the existing platforms that center men’s sports.

November 25, 2025

New Parity data illustrates the power of Gen Z spending in women’s sports

New Parity data illustrates the power of Gen Z spending in women’s sports

New Parity data illustrates the power of Gen Z spending in women’s sports

Yesterday, Parity shared data from a survey of 2.4K U.S. Gen Z adults that ascertained their perspectives and purchasing behaviors. Compounding on previous data reflecting positive Gen Z attitudes toward women’s sports, this new report clarifies how Zoomers feel about women’s sports, women athletes, and sponsors in the space.

November 14, 2025

WNBA legend Candace Parker becomes first woman co-chair of Pro Athlete Community

WNBA legend Candace Parker becomes first woman co-chair of Pro Athlete Community

WNBA legend Candace Parker becomes first woman co-chair of Pro Athlete Community

Today, The GIST is exclusively sharing that Pro Athlete Community (PAC) — an organization that supports retired athletes in their post-playing careers — has named WNBA legend Candace Parker as a co-chair on its board of advisors. This is a pivotal move for the org as it recruits more women into its community of over 1.6K retired pro athletes, many of whom are men.

November 10, 2025

NIL deal platform Opendorse shares key insights on today’s women college athletes

NIL deal platform Opendorse shares key insights on today’s women college athletes

NIL deal platform Opendorse shares key insights on today’s women college athletes

Last week, collegiate NIL platform Opendorse shared data-backed insights on why brands should partner with women athletes. The platform points out only 8%-12% of House vs. NCAA settlement payments are allocated to women athletes across more than a dozen programs, totaling roughly $2M of a $20.5M maximum budget.

November 10, 2025

India’s Women’s Cricket World Cup win sets the stage for growth in South Asian diaspora

India’s Women’s Cricket World Cup win sets the stage for growth in South Asian diaspora

India’s Women’s Cricket World Cup win sets the stage for growth in South Asian diaspora

On Sunday, India won the ICC Women’s Cricket World Cup for the first time ever, doing it on their home turf in front of more than 40K fans. It’s a transformative moment for women’s cricket in the country, which, despite its storied legacy on the men’s side, is just building up its women’s fandom thanks to recent domestic investment and increased exposure.

November 05, 2025

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