SPORTS BUSINESS JOURNAL | NFL, The GIST deepen female fan push with multiyear extensionSPORTS BUSINESS JOURNAL | NFL, The GIST deepen female fan push with multiyear extension
SPORTS BUSINESS JOURNAL | NFL, The GIST deepen female fan push with multiyear extension
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September 04, 2026
The NFL and women-led sports media company The GIST are making a longer-term bet on female football fandom, having agreed to a multiyear extension of their content partnership after initially teaming up under a one-year deal during the 2025 season.
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 Busting barriers in women's sports with Haley Wickenheiser and Eva Salem of Canadian Tire Busting barriers in women's sports with Haley Wickenheiser and Eva Salem of Canadian Tire

A big thank you to our friends at Canadian Tire Corporation (CTC) for sponsoring this episode of The GIST of It, featuring an interview with women’s hockey legend Hayley Wickenheiser and CTC’s Chief Marketing Officer Eva Salem. Together with co-host Ellen Hyslop, the gals discuss the groundbreaking women’s sports work spearheaded by CTC, which is grounded in the transformative power of visibility, investment, and most of all, community. Now that’s girl power.

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