The GIST

New data on UK fans shows vast majority are keen on the women’s game

A new data report from Sky Sports — the UK’s largest investor in media rights across women’s sports properties — proves women’s sports are very mainstream, with 80% of UK fans expressing interest in at least one women’s sport.

April 30, 2025

The WNBA announces historic preseason expansion as fan, sponsor interest rises

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Yesterday, the WNBA made history (again) by announcing that all games in its expanded preseason slate will be broadcast or streamed this year. The move comes as the W continues to monetize its product, and with this whole new chunk of games, brands can reach WNBA superfans like never before.

April 30, 2025

NWSL shares proposal for second-tier affiliate league as U.S. soccer pyramid flourishes

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Last week, it was announced that the NWSL, per CBS Sports, formally applied to the U.S. Soccer Federation (USSF) to create a new Division II league in 2026. The timing is interesting, as it comes on the heels of big shake-ups in the U.S. soccer pyramid. Let’s recap and dig into the business opportunity for brands and owners alike.

April 28, 2025

Paige Bueckers Effect already impacting Dallas Wings ecosystem, teammates

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It’s only been a few weeks since Paige Bueckers was drafted to the WNBA’s Dallas Wings, but the entire ecosystem is already benefiting from the “Bueckers Effect.”

April 28, 2025

Designer brands Coach and Miu Miu seek women athletes to promote new collections

The overlap between luxury fashion and women’s sports continued this week with two designer-driven deals that recruited popular women athletes. On Wednesday, Coach revealed its athlete roster for its latest sneaker campaign, while New Balance (NB) furthered its Miu Miu collab the same day by debuting a Coco Gauff collection.

April 25, 2025

Pro Padel League CEO Mike Dorfman discusses the sport’s marketing allure

Last month, Pro Padel League (PPL) — the top U.S. professional padel league — raised a $10M seed round led by Left Lane Capital, a VC firm backing other startup leagues like LOVB and Shaun White’s Snow League. This week, we spoke with PPL CEO Mike Dorfman about why investors and sponsors are seizing the padel opportunity in the U.S.

April 25, 2025

Gainbridge announces USL Super League title partnership as U.S. women’s soccer pyramid expands

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Digital insurance company Gainbridge made a major play by teaming up with the United Soccer League (USL) yesterday. The USL’s Super League is now called the Gainbridge Super League, the first-ever title partnership for a U.S. pro soccer league. The partnership illustrates how brands are starting to recognize opportunities at all levels of the flourishing U.S. soccer pyramid.

April 23, 2025

Sports Business

Relo Metrics adds NWSL sponsorship insights to its data suite

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April 23, 2025

Yesterday, AI–powered sports marketing data insights platform Relo Metrics officially added NWSL data to its Relo Census product, which the company touts as a must-have tool for marketers. By adding the soccer league’s data, brands can now see the ROI of NWSL sponsorships in real time, which will likely encourage even more investment in the league.

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The GIST of It Podcast

Ep #455

Saquon Barkley plays 18 with President Trump

April 29, 2025

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Saquon Barkley plays 18 with President Trump

Mr. Barkley goes to Washington.

But before he visited the White House yesterday to celebrate the Philadelphia Eagles 2025 Super Bowl win, superstar running back Saquon Barkley spent some one-on-one time with President Donald Trump, raising the eyebrows of many football fans — especially after his Super Bowl MVP teammate Jalen Hurts didn’t make the trip at all.

On today’s episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz share their reactions to Barkley’s surprising afternoon with the polarizing president and add crucial context to the recent history of championship teams visiting 1600 Pennsylvania Avenue. Football is always top of mind.