A big promotion
From The GIST (hi@thegistsports.com)
Leveling The Playing Field
Welcome back!
On Tuesday, Naomi Osaka turned heads in her Australian Open outfit, which seemed designed for the runway rather than the court. Created in collaboration with Nike and celebrity couturier Robert Wun, Osaka’s look was inspired by jellyfish while also paying homage to her iconic Australian Open interaction with a butterfly before winning the title in 2021.
- Osaka’s look even garnered its own detailed Vogue article, with Osaka and the fashion magazine contemplating how her design fits into fashion’s extensive history in women’s tennis. Literally serving looks.
Women's soccer
🚀 A big promotion
The GIST: New YoY revenue data from the Deloitte Football Money League report, which spanned the 2024–25 women’s soccer season, illustrates how WSL teams are making bank after professionalizing and increasing commercialization. Concurrently, WSL clubs are attracting top talent as the UK finally leverages its pervasive football culture with better women’s infrastructure in place.
- The data indicates international tournaments have been a significant commercial driver, something U.S. leagues and brands should increasingly lean into. Striking gold.
The report: While major leagues in the U.S., Sweden, and Australia weren’t included, European clubs collectively surpassed $175.3M in total revenue for the first time. Two UK clubs — Arsenal ($29.9M) and Chelsea ($29.7M) — surpassed $29.2M in a historic first, with Arsenal’s revenue coming in 43% higher than the previous season.
- Commercial revenue was the primary driver for these increases, accounting for 72% of the top 15 clubs’ total revenue. But European and international competitions also drove growth: Manchester City, which ranked fourth at $15.1M, enjoyed a 63% revenue increase after advancing to the UWCL knockout rounds for the first time since 2021.
The signings: The growth coincides with NWSL talent joining the WSL, from USWNT star Sam Coffey’s move to Manchester City to French international Delphine Cascarino joining the London City Lionesses and NC Courage captain Denise O’Sullivan signing with Liverpool. This follows Trinity Rodman’s contract saga, where the NWSL adapted its rules to avoid losing Rodman to the WSL.
The brand interest: The record revenue and player signings illustrate the WSL’s desirability, something recent brand interest has also affirmed. Chelsea signed three deals — with Skoda, Constant Contact, and Three UK — during the 2024–25 season, while Arsenal recently announced a groundbreaking media partnership with Paramount+.
- And even the London City Lionesses, who were only promoted last year, are already drawing new sponsor and player interest. The team inked a unique kit collaboration with Togethxr in September, followed by a Mastercard deal in December.
The takeaway: A big factor in WSL club revenues was international tournament participation, an integral part of European soccer culture that offers millions in prizes and international exposure. Four of the top 15 clubs in Deloitte’s report played in the new W7F tournament, which helped FC Bayern Frauen bank $2.6M of its $8.4M revenue thanks to the tourney’s lucrative prize fund.
- This winning strategy can be replicated beyond the European landscape, with the NWSL fielding homegrown options like TST, W7F, and the Summer Cup. In the lead-up to the 2031 FIFA Women’s World Cup, the NWSL and invested brands should consider showcases, whether it’s tourneys or friendlies that involve the Gainbridge Super League and WSL. Taking notes.
⛳ WTGL announces star-studded roster, capital investment
The WTGL — TGL’s women’s virtual golf competition forged in partnership with the LPGA — has already drawn top players, including world No. 1 Jeeno Thitikul. No. 5 Charley Hull, No. 6 Lydia Ko, and No. 25 Brooke Henderson. Plus, Trybe Ventures, which is owned by soccer legends Alex Morgan, Mia Hamm, and Abby Wambach, signed on as WTGL’s lead capital partner. Starstruck.
🏀 Erica Wheeler becomes first pro basketball player to partner with OnlyFans
Seattle Storm guard Erica Wheeler announced her partnership with the crowdsourcing creator platform yesterday, indicating her account will showcase glimpses into her daily life and training regimen. While this differs from the content OnlyFans is known for, sponsored athletes on the platform tend to center their athleticism.
- As a creator platform, OnlyFans competes with monetization site Patreon and popular streaming platform Twitch, which notably gave rise to Sam Mewis’ role with Men In Blazers and the phenomenon that is StudBudz.
🎾 ATP CEO Eno Polo says ATP, WTA are close to merging commercial rights
A month after reports emerged saying ATP–WTA merger talks were heating up again, Polo said on the Tennis Channel’s TC Live on Monday that discussing the merger is “definitely on the agenda,” adding that the two sides are close to finalizing an agreement to combine commercial rights.
- For the past two years, the WTA has handled its commercial endeavors under WTA Ventures. In its first full year of operation, it facilitated a record 24% boost in WTA revenue. All in this together.
Presented By Unrivaled
🔥 It’s time for The Heat Check, our weekly spotlight on the weekend’s must-watch Unrivaled showdowns. With eight enthralling matchups gracing our screens over the next few days, it wasn’t easy picking just one game to highlight. Here goes nothing:
🌬️ Mist BC at 🌹 Rose BC — Tomorrow at 7:30 p.m. ET — TNT
- Despite Chelsea Gray being a certified bucket, the defending champ Rose have dropped back-to-back games after a 3-0 season start. But they aren’t the only ones dressing for revenge: Breanna Stewart’s Mist are ready to, ahem, rebound from a lopsided Monday loss.
🔥 WNBA expansion team Portland Fire dropped its inaugural season schedule in collaboration with quirky sketch comedy show Portlandia. Heard.
🎙️ Vox Media announced a new podcast with USWNT star Midge Purce, adding to the network’s growing stable of women’s sports titles. Tuned in.
💰 Breeze BC star Paige Bueckers won Unrivaled’s inaugural $50K free throw challenge this week, adding to the league’s already-high player salaries.
📺 Through its first two weeks, the two LOVB games on USA Sports have been the most-watched regular-season matches in league history.
🏒 D.C. reset the U.S. attendance record for women’s hockey with 17,288 showing up for the city’s PWHL Takeover Tour game.
🔫 Chicago Sky star Angel Reese is joining the cast of The Hunting Wives for the Netflix show’s upcoming second season.
👀 The WNBA is reportedly proposing a much earlier start date in ongoing CBA negotiations, which could conflict with Project B’s stop in Tokyo.
💼 Angel City FC co-founder Julie Uhrman is stepping down as CEO at the end of March and will transition to a new role as a principal advisor to team owners. Switching lanes.
💡 What to check out
The future of fandom is female. A new report shows that women fans are not just watching the game—they're shaping the industry. From controlling trillions in spending power to demanding authentic connection, the opportunities for brands, teams, and leagues to win her loyalty have never been bigger.
👑 Who to know
Esther Wallace, the former Division-I player who founded Playa Society. Wallace cold-pitched the WNBA to help fill the merchandise gap for its stars, and her brand has since sold out collaborations and been worn by players like A’ja Wilson and Caitlin Clark.
📈 What to read
This New York Magazine piece. Prediction marketplaces have processed hundreds of millions in trading volume on political outcomes, raising concerns that gambling is reshaping politics and media coverage, much like it has in the sports world.
Today's email was brought to you by Aryanna Prasad Bhullar and Briana Ekanem. Fact checking by Bonnie Lee. Operations by Elisha Gunaratnam. Ads by Alessandra Puccio and Lisa Minutillo. Managing edits by Molly Potter, Katie Kehoe Foster, and Ellen Hyslop. Head of content Ellen Hyslop.