Sports Business | The GIST

Rebel Girls doubles down on sports partnership in new AU Pro Basketball deal

In an exclusive with The GIST today, Gen Alpha girls empowerment brand Rebel Girls (RG) is announcing a new media partnership with Athletes Unlimited’s basketball arm, AU Pro Basketball (AUBB). While basketball has been a priority for RG, evidenced by activations with A’ja Wilson and Sabrina Ionescu, this is the brand’s first foray into hoops at the organizational level.

February 03, 2026

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

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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

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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

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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

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

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January 22, 2026

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

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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

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

Ep #526

Basketball star Erica Wheeler is here with a women’s health wake-up call

January 29, 2026

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Basketball star Erica Wheeler is here with a women’s health wake-up call

When was your last doctor’s appointment?

Women’s basketball star Erica Wheeler understands how hard it is for women to carve out time for themselves — and that’s why she’s speaking out. More than 13K American women are diagnosed with cervical cancer every year, but early detection can save lives. With January, aka Cervical Cancer Awareness Month, coming to a close, Wheeler is spreading the word about early detection in honor of her mother, who passed away from the disease in 2012. This episode could change your life — don’t miss out and visit YourUltimateDefense.com today.