Coming in fast
From The GIST Sports Biz (hi@thegistsports.com)
Happy Wednesday!
It’s been a super week for Super Bowl LIX performers Kendrick Lamar and SZA: U.S. Spotify streams of Lamar’s Super Bowl set list jumped nearly 175% after the halftime show, spearheaded by a 430% increase in plays of his Grammy-winning diss track “Not Like Us”.
- Special guest SZA also benefited thanks to boosts from Kendrick collabs “All The Stars” and “luther,” with her library seeing an 80% increase in streams in the U.S. Good days.
Women’s sports
🎵 Hitting the high notes
The GIST: In the wake of Super Bowl Sunday, the symbiotic relationship between sports and music has become more evident than ever as it continues to create opportunities to reach new fans. Here are a few examples of how brands have utilized the connection between these two industries. Coming in fast.
🏟️ Halftime shows create buzz for artists and athletes. While the Super Bowl may be the biggest stage, there’s been musical elements at many recent women’s sports events. Pitbull performed at the 2024 WNBA All-Star Game, Melissa Etheridge sang the anthem at the 2024 NWSL Championship, and women’s track competition Athlos NYC featured rapper Megan Thee Stallion.
🎙️ Women athletes cover music on their podcasts. Lately, sports and music storylines have been mixing on the podcast circuit, but the space has been historically male-dominated. That’s changing fast, from the launch of iHeart’s Women’s Sports Audio Network to podcasts from Angel Reese and Cameron Brink, with Reese interviewing Latto and Brink discussing Destiny’s Child.
🎤 They also double as musicians and collaborators. For years, male athletes have used their spotlight to launch music careers, from the NBA’s Damian Lillard to the NFL’s Le'Veon Bell. These days, multitalented women athletes like LSU basketball star Flau’jae Johnson have been able to parlay the growing spotlight on women’s sports into promoting their music.
- There’s also been a longstanding relationship between women rappers and WNBA culture, with ballers like A’ja Wilson and the aforementioned Reese starring in music videos.
👟 Women rappers are in their sporty spice era. When Nike signed Megan Thee Stallion as a brand ambassador in 2021, the company described it as a way to “further expand the definition of sport.” It was a smart play, one that Under Armour emulated when it signed rapper Lay Bankz and Nike revisited by asking Doechii to narrate its first Super Bowl ad in 27 years.
- Footlocker’s Adidas deal with Coi Leray spells it out a little more clearly: The basketball shoe game has been intertwined with hip hop culture for decades, and women rappers (and athletes) are finally being centered in the conversation. The bottom line? Connecting women’s sports with the music industry is a win-win. ‘Cause girls is players too.
Giveaway Alert
⚽ Let's kick it
The NWSL and MLS seasons are kicking off soon and we want you to enjoy a slice of soccer paradise at this year’s Coachella Valley Invitational, the largest pro soccer preseason event in North America. It’s like the famous music festival, but make it sports.
The winner will receive two 2-Day VIP passes for the February 15-16th weekend, with VIP perks including:
😎 Access to the VIP Pavillion with lounge seating and unlimited food and drinks
🚗 Preferred parking
⚽ Comfortable, shaded seating to enjoy the games
Ready to cheer on your fave NWSL and MLS players in this picturesque setting? Enter to win today.
🏆 WNBA veteran DeWanna Bonner signs with Indiana Fever
The Fever may have lost early in the 2024 postseason, but no one is counting out the team just yet. WNBA veterans DeWanna Bonner and Natasha Howard both signed with Indianapolis this week for $200K — less than the W’s $250K max contract.
- Bonner — a two-time WNBA champion with the Phoenix Mercury — decided to sign with the Caitlin Clark–led franchise because she wants to hoist another silver trophy above her head. And one.
🤝 WNBA leverages Bay Area’s NBA All-Star presence to promote Golden State Valkyries
The NBA’s decision to host its 2025 All-Star Weekend in the Bay Area is playing out nicely for the W expansion franchise Valkyries. While there’s already plenty of hype surrounding the new team prior to its May debut, the W is doubling down with a dedicated Valkyries activation at this weekend’s Crossover event.
- It’s the latest local effort to promote the new hometown team: The Warriors have been supporting the Valkyries from the get-go, from debuting team merch at its games to sharing its Chase Center venue.
📺 Adidas launches campaign to win over youth athletes
Yesterday, Adidas launched its “You Got This” campaign, motivated by research confirming the importance of support systems in youth sports. The campaign features a short film starring U.S. sports stars Aliyah Boston and Trinity Rodman, as well as elite Spanish footballers Lamine Yamal and Aitana Bonmatí. ¡Vale!
⛰️ The NWSL’s new Denver franchise received over 5K season ticket deposits in three days, making it the fastest NWSL expansion team to surpass 5K deposits. Ain’t no mountain high enough.
🏛️ The arbitration panel overseeing the sale of the Minnesota Timberwolves and Lynx officially ruled in favor of owners Alex Rodriguez and Marc Lore.
👀 The Athletic confirmed nine ownership groups are still competing for the WNBA’s 16th franchise, including ones in Houston, Denver, Kansas City, Detroit, and Philadelphia.
🏎️ Cybersecurity platform 1Password announced a multiyear partnership with Oracle Red Bull Racing that extends to F1 Academy, adding branding on racer Alisha Palmowski’s suit, car, and garage.
📱 Dick’s Sporting Goods opened apps for its influencer program to the public, which includes mentorship from NCAA stars Haley and Hanna Cavinder and Olympian Tara Davis-Woodhall.
🎙️ Sports icons Sue Bird and Megan Rapinoe will film a live podcast episode at NBA All-Star Weekend with A'ja Wilson, Kate Martin, and Tiffany Hayes.
💰 AI–powered sports media start-up ScorePlay raised $13M in funding from investors like soccer legend Alex Morgan and Alexis Ohanian’s venture capital fund.
🥍 The National Lacrosse League launched a twice-weekly podcast co-hosted by Maki Jenner, the league’s first woman to serve as a color analyst. Bar down.
Together With Reverse Health
⏱️ As a sports fan, you know 15 minutes can change your life. Know what else you can do in 15 minutes? The first class in Reverse Health’s 28-Day Yoga Challenge.
- Yoga is the most effective exercise for women over 40, reducing joint pain, improving circulation, and supporting mental well-being. Invest in yourself by joining Reverse Health’s at-home fitness program today for 60% off. Grab your yoga mat and get flexy.
Celebrate Black History Month with these recs:
⚽ What to read
This article about Black soccer players. From DaMarcus Beasley to Weston McKennie, these footballers are playing for American soccer respect overseas.
💇🏾♀️ What to worry less about
Your hair. This Instagram reel breaks down what’s needed to help Black women maintain hair care more easily while participating in sports.
🚵 What to watch
This film about the life and legacy of Marshall Walter “Major” Taylor, the first Black cycling world champion.
Today's email was brought to you by Aryanna Prasad and Briana Ekanem. Fact checking by Bonnie Lee. Editing by Dee Lab. Operations by Elisha Gunaratnam and Marga Sison. Ads by Katie Kehoe Foster, Alessandra Puccio, and Lisa Minutillo. Managing edits by Molly Potter and Ellen Hyslop. Head of content Ellen Hyslop.