Dearest gentle reader…
From The GIST (hi@thegistsports.com)
Leveling The Playing Field
Let’s kick it!
Want to be a bigger part in putting women’s sports on a global stage? You’re in luck: There’s an open casting call for women’s soccer players in the NYC and NJ area to star as extras in Netflix’s The 99ers, the film retelling the incredible story of the historic 1999 USWNT. Ready for our close-up.
Winter Olympics
🪶 Dearest gentle reader…
The GIST: The Winter Olympics are underway and seem to be trekking in the footsteps of Paris 2024, a.k.a. the “Social Media Olympics.” Once again, we’re seeing trends play out in real time as athletes and celebrity fans play an increased role in driving brand engagement. We’re breaking down the top headlines out of Milano Cortina this week.
❄️ The Olympics are doubling down on coolness with a Snoop Dogg x Moschino collab. The intersection of celebrity and fashion really came alive in Paris, and brands are continuing to realize the opportunity through winter. The capsule is exclusively available online and at Moschino’s Milan flagship — we know today’s sports fan loves a hype drop.
🚀 U.S. Ski & Snowboard CEO Sophie Goldschmidt told Sportico that the governing body has doubled its revenue since the last Winter Games. Goldschmidt credited the role of hospitality experiences driving this increase, and was candid about marketing winter sports outside of their traditional scope.
- In December, we spoke with Goldschmidt about her perspective on marketing “the ultimate lifestyle sports,” highlighting her openness to incorporating all sorts of brand categories into U.S. Ski and Snowboard’s portfolio. Since then, the governing body has inked deals with iHeart Radio and Google.
💛 ICYMI, a Spanish skater went full Minions in Milan, incorporating the film franchise into his costume, music, and choreography. The show almost didn’t happen due to a rights dispute, but fortunately was approved. According to Sportico, the Minions franchise banked nearly $20M in media exposure from the performance, showing that serious athlete fans have a priceless platform.
- Skater Tomas Guarino was clearly a fan and wanted to promote it on ice, potentially opening up the floodgates for Olympians to promote creative IPs. Competing streamers may not be able to air the Olympics, but this could be another way to promote releases (especially since the franchise promoted its next film at the Super Bowl and teamed up with Chloe Kim).
- Bridgerton fans waiting for the fourth season’s final episodes to drop may notice that the Games fall within the perfect timeframe to call out the hit Netflix show, not to mention its reputation for crafting dreamy soundtracks for figure skating routines. If the shoe fits…
🏉 Pacific Four Series comes to U.S. as World Rugby embraces stateside growth opportunity
Yesterday, we broke the news that World Rugby’s Pacific Four Series is coming to the U.S. in 2026 with five of six matches hosted at U.S. stadiums this April. It will be the sixth edition of the annual elite women’s rugby tournament between the U.S., Canada, Australia, and New Zealand.
- It’s a meaningful step toward cultivating fandom stateside ahead of LA28 and the 2033 Women’s Rugby World Cup. There already is buzz around Team USA after record U.S. attendance and historic crowds at Paris 2024 and the 2025 Women’s Rugby World Cup, but this hasn’t fully translated to the domestic league Women’s Elite Rugby (WER).
💼 Olympian Allyson Felix named IOC member, demonstrating value of athlete perspective
After being named an IOC member during Paris 2024, the most decorated U.S. track and field Olympian has kept up her advocacy for athletes. This week, Sports Business Journal’s Rachel Axon shared insights on how fellow IOC members value Felix’s athlete perspective.
- We are seeing executive boards increasingly incorporate athletes’ voices, from Deep Blue teaming up with Sue Bird to Candace Parker’s position on multiple boards. Parker, who sits on the board of Mike’s Hot Honey, told us there’s value to having “somebody with fresh eyes” as part of leadership. Couldn’t agree more.
🏈 Super Bowl LX saw the second-highest average viewership in U.S. television history, but featured several historic viewership firsts across Spanish language and international audiences.
☀️ Peacock is premiering two new episodes of its Hello Sunshine documentary series, The Rise, with one focusing on X Games athletes and one on the PWHL’s trajectory.
🎓 Vanderbilt University launched a $50M fundraising campaign to support coaching positions, scholarships, and improved facilities throughout its women’s sports programs.
⌚ Smart ring brand Oura announced a strategic partnership as the official wearable for Team USA and the LA28 Olympic & Paralympic Games. Has quite the ring to it.
🏀 Chase Freedom is hosting a fan event at NBA All-Star Weekend with special appearances from Kevin Hart, JuJu Watkins, Chris Paul, and Carmelo Anthony.
💡 The Big 12 will debut a state-of-the-art LED video court at its women’s and men’s conference championships — fans may recognize this tech from NBA All-Star 2024 and EuroLeague games. Playing for keeps.
🤝 Who to know
Erika Swilley. The NBPA foundation director oversees a program that turns NBA fines into roughly $2.5M a year for player-backed charities. Hell to the yes.
🏈 What to read about
The Rooney Rule. Sports Business Journal examines why the NFL’s diversity policy is under renewed scrutiny after zero Black head coach hires this cycle.
🏷️ What to check out
DICK’S Varsity Team strategy. DICK’S Sporting Goods is paying everyday athletes, parents, and coaches to create content, signaling a shift in how sports brands think about influence.
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