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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

Sports Business

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

New WNBA franchises embrace winning marketing tactics as they build local hype

New WNBA franchises embrace winning marketing tactics as they build local hype

New WNBA franchises embrace winning marketing tactics as they build local hype

Though the WNBA’s 2026 season schedule remains up in the air due to ongoing CBA negotiations, forthcoming W franchises are rolling ahead with preseason marketing campaigns.

January 29, 2026

Kynisca becomes FIFA Women's Champions Cup title partner

Kynisca becomes FIFA Women's Champions Cup title partner

Kynisca becomes FIFA Women's Champions Cup title partner

This week, the inaugural FIFA Women's Champions Cup — the sport’s first-ever intercontinental club competition for women — is fielding its final rounds in London, England. The months-long tournament hasn’t exactly received mainstream media coverage, but that may change thanks to Kynsica’s new title sponsorship.

January 27, 2026

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

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

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

New Deloitte report highlights lucrative WSL landscape as league attracts top talent

New Deloitte report highlights lucrative WSL landscape as league attracts top talent

New Deloitte report highlights lucrative WSL landscape as league attracts top talent

January 22, 2026

The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes

The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes

The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes

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.

January 17, 2026

West Coast wellness franchise Bay Club extends hand to WNBA athletes amid free agency woes

As predicted earlier this week, the WNBA and WNBPA have agreed to a moratorium on free agency transactions as the two sides continue to iron out a new CBA. In the meantime, free agents are left in the lurch when it comes to training in offseason facilities — but universities and companies are closing the gap.

January 15, 2026

West Coast wellness franchise Bay Club extends hand to WNBA athletes amid free agency woes

West Coast wellness franchise Bay Club extends hand to WNBA athletes amid free agency woes

Sports Business

West Coast wellness franchise Bay Club extends hand to WNBA athletes amid free agency woes

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January 15, 2026

As predicted earlier this week, the WNBA and WNBPA have agreed to a moratorium on free agency transactions as the two sides continue to iron out a new CBA. In the meantime, free agents are left in the lurch when it comes to training in offseason facilities — but universities and companies are closing the gap.

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The GIST of It Podcast

‘ABOLISH ICE’ — A brief history of athlete activism

January 27, 2026

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‘ABOLISH ICE’ — A brief history of athlete activism

‘ABOLISH ICE’ — A brief history of athlete activism

It’s tough to talk sports during times like these.

After the tragedy that occurred in Minneapolis, Minnesota, over the weekend, today’s episode of The GIST of It is a brief history of recent athlete activism, inspired by hoops star Breanna Stewart, who held up an “ABOLISH ICE” sign before Sunday’s Unrivaled game. Let’s reflect.

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Crux Football expands women’s soccer portfolio as investors recognize opportunity

Crux Football expands women’s soccer portfolio as investors recognize opportunity

Crux Football expands women’s soccer portfolio as investors recognize opportunity

Yesterday, Swedish football club FC Rosengård transferred ownership of its women’s club under a new holding, FC Rosengård Elitfotboll AB, which gives Crux Football 49% ownership. This is the second women’s football team under Crux, a multi-club ownership group investing across Europe.

January 15, 2026

Brands big and small seize social-forward Olympics marketing opportunities

Brands big and small seize social-forward Olympics marketing opportunities

Brands big and small seize social-forward Olympics marketing opportunities

On Friday, Canadian figure skater Deanna Stellato-Dudek stunned in a costume crafted by luxury designer Oscar de la Renta — the label’s first-ever figure skating outfit. Partnering with Stellato-Dudek is a splashy move considering her 2024 world title and compelling backstory, and it epitomizes the kind of hype luxury brands are embracing at the Olympics.

January 13, 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

TGL announces WTGL in partnership with LPGA as women’s golf attracts young, tech-savvy audience

TGL announces WTGL in partnership with LPGA as women’s golf attracts young, tech-savvy audience

TGL announces WTGL in partnership with LPGA as women’s golf attracts young, tech-savvy audience

After months of consideration, Tomorrow Golf League (TGL) is teaming up with the LPGA to launch the WTGL, a virtual offseason golf league featuring LPGA athletes. When announcing the league on ESPN’s SportsCenter, LPGA star Lexi Thompson said WTGL “brings in a whole different fan base” than traditional golf does.

January 08, 2026

PWHL shows strong Takeover Tour attendance despite YoY dips

PWHL shows strong Takeover Tour attendance despite YoY dips

PWHL shows strong Takeover Tour attendance despite YoY dips

We’re six stops into the PWHL’s third Takeover Tour, which expanded significantly this year in terms of length, number of stops, and brand partners. While Canadian tour stops are pulling more fans than U.S. ones, the tour is proving successful in every city when it comes to attendance.

January 06, 2026

NFL, Hallmark partnership illustrates potential scripted media opportunity in women’s sports

NFL, Hallmark partnership illustrates potential scripted media opportunity in women’s sports

NFL, Hallmark partnership illustrates potential scripted media opportunity in women’s sports

This holiday season, the Buffalo Bills aren’t just playing NFL games — they’re the latest team featured in a holiday-themed Hallmark movie thanks to the channel’s NFL partnership.

December 23, 2025

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