Sports Business | The GIST

personLog In

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

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

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

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

Sports Business

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

January 10, 2026

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

Read Full Story

The GIST of It Podcast

Naomi Osaka brings couture to the Australian Open

January 22, 2026

Listen on Apple Music Listen on Spotify

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.

Continue Reading

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

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

Division races heat up ahead of Week 16 action

Division races heat up ahead of Week 16 action

Division races heat up ahead of Week 16 action

Just like their college counterparts, the stakes are sky-high on the pro gridiron. With only three weeks left in the regular season, the NFL’s playoff picture is beginning to take shape — and three divisions are looking extra spicy in Week 16. Pour a glass of egg nog and let’s discuss.

December 19, 2025

U.S. Ski & Snowboard CEO Sophie Goldschmidt explains the governing body’s winning marketing strategy

U.S. Ski & Snowboard CEO Sophie Goldschmidt explains the governing body’s winning marketing strategy

U.S. Ski & Snowboard CEO Sophie Goldschmidt explains the governing body’s winning marketing strategy

Powered by the success of big-name athletes like Lindsey Vonn, Mikaela Shiffrin, and Chloe Kim, the org is ready to capitalize on the Olympic spotlight and unlock snow sports’ full marketing potential.

December 19, 2025

Older Storieschevron_right