
Sports Business
The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes
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January 17, 2026
The Olympics have a marketing problem: While passion for the Summer Games is a worldwide phenomenon, it’s only accessible to brands every four years. It’s even worse for the Winter Olympics, which has fewer marketing dollars and less media attention, demonstrating that brands often fail to harness the total appeal of winter sports.
Read Full StoryThe GIST of It Podcast
Ep #529Heated rivalry: It’s time for Canada vs. the U.S. in Olympic women’s hockey
February 10, 2026

The iciest, spiciest rivalry.
Today, we’re doing what we do best at The GIST: discuss perhaps the best rivalry in all of sports — Team Canada vs. Team USA women’s hockey. With the group stage of the Olympic women’s tourney almost wrapped, today’s 2:10 p.m. ET showdown is shaping up to be a gold medal match preview. Let’s skate to it.
















