Tennis | The GIST

personLog In

WTA releases new content series spotlighting athletes’ global connections to food and culture

WTA releases new content series spotlighting athletes’ global connections to food and culture

Sports Business

WTA releases new content series spotlighting athletes’ global connections to food and culture

The WTA is embracing storytelling opportunities around its global (and highly-marketable) athletes. In May, the women’s tennis league debuted Style Unpacked, a docuseries that paired WTA athletes with world-class stylists. Last week, the WTA recalibrated that formula with WTA Tour Bites, an original series that tells personal stories through the lens of food.

Wimbledon engages NYC tennis fans with Barclays-sponsored activation

Wimbledon engages NYC tennis fans with Barclays-sponsored activation

Wimbledon engages NYC tennis fans with Barclays-sponsored activation

Wimbledon will be here in two weeks — and by here, we also mean here in North America. The All England Club which hosts the UK’s Grand Slam is transforming Central Park’s Wollman Rink into an authentic grass tennis court, bringing a bit of the event’s unique magic to help win over the NYC audience.

Charlotte leads as potential WTA Finals host, which could benefit the banking capital and related financial brands

Charlotte leads as potential WTA Finals host, which could benefit the banking capital and related financial brands

Charlotte leads as potential WTA Finals host, which could benefit the banking capital and related financial brands

Charlotte, NC, has emerged as the leading contender to host the WTA Finals in 2027 after the three-year deal to host the WTA’s final tournament in Riyadh, Saudi Arabia, wraps later this year. The North Carolina city is being floated as an option amid geopolitical tensions in the Gulf, which have already affected the sporting calendar.

Emma Raducanu leaves Nike for Uniqlo as smaller brands provide unique opportunities for tennis players

Emma Raducanu leaves Nike for Uniqlo as smaller brands provide unique opportunities for tennis players

Emma Raducanu leaves Nike for Uniqlo as smaller brands provide unique opportunities for tennis players

This week, British tennis star Emma Raducanu left Nike to ink a multiyear deal with Japanese clothing brand Uniqlo, following in the footsteps of heavy-hitters like Roger Federer and Novak Djokovic. The move illustrates how athletes and smaller brands have more leverage than ever when it comes to sports apparel giants. Let’s dive in.

February 26, 2026

How Naomi Osaka’s legacy off the court rivals her accomplishments on it

How Naomi Osaka’s legacy off the court rivals her accomplishments on it

How Naomi Osaka’s legacy off the court rivals her accomplishments on it

The intrigue surrounding Naomi Osaka goes far beyond tennis. Born to a Japanese mom and Haitian-American dad, Osaka trained diligently to become one of American tennis’ top stars.

January 31, 2026

Mercedes-Benz announces game-changing WTA partnership to close pay gaps

Mercedes-Benz announces game-changing WTA partnership to close pay gaps

Mercedes-Benz announces game-changing WTA partnership to close pay gaps

December 11, 2025

JPMorgan Chase capitalizes on cool factor in latest women’s sports partnerships

JPMorgan Chase capitalizes on cool factor in latest women’s sports partnerships

JPMorgan Chase capitalizes on cool factor in latest women’s sports partnerships

The US Open tips off today with Fan Week, a pre-tourney event that the final tennis Grand Slam organizers have capitalized on by inviting more fan (and sponsor) participation. While JPMorgan Chase has been a longtime US Open partner, the banking powerhouse is keeping things fresh in its 2025 plans for the Open as it wraps a successful year in women’s sports.

August 18, 2025

SponsorPulse shares data insights on Wimbledon fandom in U.S. as sponsorship opportunities loom

SponsorPulse shares data insights on Wimbledon fandom in U.S. as sponsorship opportunities loom

Sports Business

SponsorPulse shares data insights on Wimbledon fandom in U.S. as sponsorship opportunities loom

🎾

June 30, 2025

With Wimbledon coming up, SponsorPulse followed up 2024 data insights on Wimbledon fandom in the U.S., illustrating the fan profile and opportunity for brands to engage as the British Grand Slam faces growth challenges.

Read Full Story

The GIST of It Podcast

Normalizing motherhood in sport

June 25, 2026

Listen on Apple Music Listen on Spotify

Normalizing motherhood in sport

Normalizing motherhood in sport

We’re celebrating for all the right reasons today. Blayre Turnbull of the Toronto Sceptres is pregnant, marking the first PWHL player going through pregnancy in the league’s three-year history. It felt like as good a time as any to explore what the PWHL’s maternity policy is and how it stacks up to the rest of the pro women’s sports landscape.

Continue Reading

WTA announces rankings protections for players that undergo fertility treatments

WTA announces rankings protections for players that undergo fertility treatments

WTA announces rankings protections for players that undergo fertility treatments

On Wednesday, the WTA announced it will protect the rankings of players who take time away to pursue fertility treatments like egg or embryo freezing. It’s the latest move from a pro sports organization to formally accommodate athletes’ family planning, demonstrating new ways to compassionately address the unique challenges women athletes face.

Rolex’s tennis sponsorship offers blueprint for brands looking to gain ground in women’s sports

Rolex’s tennis sponsorship offers blueprint for brands looking to gain ground in women’s sports

Rolex’s tennis sponsorship offers blueprint for brands looking to gain ground in women’s sports

On Sunday, Front Office Sports detailed how luxury watchmaker Rolex has been putting on a decades-long clinic on how to win over tennis fans and become synonymous with the sport. Rolex offers key insights into how brands new to sports (and new brands, period) can capitalize as early adopters in women’s sports.

PIF doubles down on WTA investment by sponsoring maternity benefits

PIF doubles down on WTA investment by sponsoring maternity benefits

PIF doubles down on WTA investment by sponsoring maternity benefits

Yesterday, Saudi Arabia’s Public Investment Fund (PIF) built on its expansive partnership with the WTA by launching the PIF WTA Maternity Fund Program, the first in women’s sports history to offer paid maternity benefits to self-employed athletes.

NY investment firm Blue Owl expands winning US Open strategy to all four Grand Slams

NY investment firm Blue Owl expands winning US Open strategy to all four Grand Slams

NY investment firm Blue Owl expands winning US Open strategy to all four Grand Slams

Yesterday, NYC–based investment firm Blue Owl Capital built on its unique US Open advertising strategy with a marquee tennis sponsorship spanning all four Grand Slams. The company will focus on partnering with lower-ranked challengers to optimize its bets for outsized ROI, while also leveling the endorsement playing field court.

January 13, 2025

WTA Ventures reports 24% revenue growth since 2023 launch

WTA Ventures reports 24% revenue growth since 2023 launch

WTA Ventures reports 24% revenue growth since 2023 launch

Last March, the WTA established WTA Ventures, a unique strategic partnership with CVC Capital Partners to create a commercial branch of the women’s tennis tour dedicated to boosting revenue and ROI for the tour. And now the results are in: WTA Ventures increased its revenue by 24% in its first year, setting a new record for the tour.

December 04, 2024

WTA Finals in Saudi Arabia under scrutiny as long-term viability is considered

WTA Finals in Saudi Arabia under scrutiny as long-term viability is considered

WTA Finals in Saudi Arabia under scrutiny as long-term viability is considered

The WTA Finals are well underway in Riyadh as Saudi Arabia serves as a first-time host. The tournament competition is heating up, but so is the controversy around holding it in the country, leaving questions about whether the move was truly worth it for the WTA and its partners.

November 06, 2024

Older Storieschevron_right