Sports Business | The GIST

Chelsea’s Alyssa Thompson signing highlights benefits, drawbacks for soccer sponsors amid athlete moves

Alyssa Thompson is the latest NWSL star headed to Chelsea on a five-year deal that is commanding a $1.3M transfer fee. This follows the Blues’ play for Naomi Girma — when Chelsea paid a record $1.1M fee in January — and a general trend of USWNT standouts being courted across the pond.

September 05, 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

Parity research indicates women’s soccer fans show above-average loyalty to sponsors in the space

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On Wednesday, women athlete sponsorship platform Parity released a report on the distinct brand opportunity among women’s soccer fans. While we’ve known that soccer fans tend to create uniquely passionate communities, Parity’s survey uncovered just how much that camaraderie extends to sponsors.

August 22, 2025

Sports Business

Nailcare brand Orly’s VP Tal Pink shares insights on the brand’s LA Sparks partnership

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August 22, 2025

This week, nailcare brand Orly celebrated its 50th anniversary by launching its first-ever sports partnership with the LA Sparks. As nailcare brands begin tapping on women’s sports, we enjoyed an in-depth conversation with Orly about how consumer trends and its LA roots led to this partnership.

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The GIST of It Podcast

Ep #490

Our way-too-early Super Bowl picks

September 04, 2025

Listen on Apple Music Listen on Spotify

Hut hut, here we go!

It’s officially NFL season, GISTer — and we’re going all in on The GIST of It. Before tonight’s kickoff, co-hosts Ellen Hyslop and Steph Rotz are breaking down the league’s top contenders, from the defending champs to a team we know, ahem, all too well. It really is the greatest time of year.