The GIST

New Parity data illustrates the power of Gen Z spending in women’s sports

Yesterday, Parity shared data from a survey of 2.4K U.S. Gen Z adults that ascertained their perspectives and purchasing behaviors. Compounding on previous data reflecting positive Gen Z attitudes toward women’s sports, this new report clarifies how Zoomers feel about women’s sports, women athletes, and sponsors in the space.

November 14, 2025

NIL deal platform Opendorse shares key insights on today’s women college athletes

Last week, collegiate NIL platform Opendorse shared data-backed insights on why brands should partner with women athletes. The platform points out only 8%-12% of House vs. NCAA settlement payments are allocated to women athletes across more than a dozen programs, totaling roughly $2M of a $20.5M maximum budget.

November 10, 2025

WNBA legend Candace Parker becomes first woman co-chair of Pro Athlete Community

Today, The GIST is exclusively sharing that Pro Athlete Community (PAC) — an organization that supports retired athletes in their post-playing careers — has named WNBA legend Candace Parker as a co-chair on its board of advisors. This is a pivotal move for the org as it recruits more women into its community of over 1.6K retired pro athletes, many of whom are men.

November 10, 2025

India’s Women’s Cricket World Cup win sets the stage for growth in South Asian diaspora

On Sunday, India won the ICC Women’s Cricket World Cup for the first time ever, doing it on their home turf in front of more than 40K fans. It’s a transformative moment for women’s cricket in the country, which, despite its storied legacy on the men’s side, is just building up its women’s fandom thanks to recent domestic investment and increased exposure.

November 05, 2025

New data shows UK women’s sports is fielding more women fans than ever

The stars aligned for women’s sports in the UK this year, with the country hosting international tournaments like the Women’s Rugby World Cup, promoting domestic leagues like the Barclays Women’s Super League, The Hundred, and the Netball Super League, and winning the UEFA Women’s Euro title (again).

November 03, 2025

Tour de France sponsor Zwift illustrates how a brand can transform a sport

Last week, the Tour de France Femmes avec Zwift confirmed its 2026 route, which will be the race’s longest course in its four-year history. And rather than beginning immediately after the men’s Tour de France, the women’s race will now begin one week later, with the push for a longer course and a separate schedule fueled by explosive interest in the women’s race.

October 27, 2025

Ally shares survey data on spending habits among sports fans across genders, generations

This week, prominent sports sponsor Ally released survey data on 3K Gen Z, millennial, Gen X, and Boomer sports fans to understand how and where sports fans spend their money. The study illustrates spending differences by generation and gender, including details on the spending profile of women sports fans.

October 24, 2025

Sports Business

Mikaela Shiffrin launches personal brand, podcast to capitalize on upcoming Winter Olympics and beyond

October 24, 2025

Yesterday, legendary Olympic alpine skier Mikaela Shiffrin announced her new personal brand and logo as she prepares to win over fans with her persona. And the timing couldn’t be better: The FIS Alpine Ski World Cup and Milano Cortina 2026 are just around the corner.

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The GIST of It Podcast

Ep #509

Is the NWSL going to lose Trinity Rodman?

November 18, 2025

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Is the NWSL going to lose Trinity Rodman?

The 2025 NWSL Championship is almost here.

Saturday’s match will pit the No. 8 seed Gotham FC against No. 2 Washington Spirit, aka, the only club team Trinity Rodman has ever played for. The Spirit took a major chance on Rodman in 2022, signing her to a four-year, $1.1M contract and making her the then–highest-paid player in the league. But the women’s soccer landscape has changed dramatically since then — and Rodman may be setting her sights overseas.

On today’s episode of The GIST of It, co-hosts Lauren Tuiskula and Steph Rotz explain who’s courting Rodman and how the NWSL’s salary cap is playing a major part in why American talent is heading to England’s Women’s Super League. The footy stops here.

Thanks to Fan Duel for supporting today’s podcast. From the rink to the court to the pitch, FanDuel is the home for women’s sports betting in Ontario. Download the FanDuel app or click here to get started.