The GIST

U.S. Ski and Snowboard secures historic partnership with apparel brand J. Crew

Yesterday, U.S. Ski & Snowboard banked a three-year partnership with American apparel brand J.Crew, making it the governing body’s official lifestyle apparel partner. In J.Crew’s longest deal to date, the brand intends to amplify the connection between snow sports and their après ski lifestyle, especially as the 2026 Milano Cortina Winter Games roll around.

March 21, 2025

Deloitte shares insights into surging revenue in women’s sports

Yesterday, Deloitte shared key insights into why the women’s game is generating revenue at an exponential rate. The company predicts global revenue for women’s sports will cross the $2B threshold in 2025, a 240% increase in just two years. This is largely thanks to commercial revenue, which is set to top $1.26B after a rise in engagement, brand recognition, and sponsorships.

March 19, 2025

Advertisers see their ads overperform across women’s sports in 2024

Women’s sports grew in just about every way last year, including on the ad side. A new report from TV marketing firm EDO illustrates how much advertisers were willing to spend in the women’s sports industry and what they got out of it.

March 14, 2025

Saudi Arabia’s PIF invests in World Athletics track league amid changing market

Days after deepening its commitment to women’s tennis, Saudi Arabia is considering yet another significant sports investment. The country’s Public Investment Fund (PIF) is reportedly in talks with track & field’s international governing body World Athletics (WA) about investing more than $600M to manage WA’s commercial rights.

March 10, 2025

SponsorUnited shares data on increased sponsor spend in women’s sports

Last week, sports sponsorship insights platform SponsorUnited released its Women in Sports Marketing Partnerships 2024–2025 report. The report analyzed sponsorships and endorsements from athletes and teams across the NWSL, WNBA, WTA, LPGA, Liga MX Femenil, and NCAA.

March 03, 2025

Togethxr merch sales highlights marketing opportunity in fashion collabs with women athletes

Women’s sports are the moment, but they’re more than a temporary zeitgeist. Women athletes are being centered in pop culture beyond just being athletes — they’re becoming beacons with sway in fashion and lifestyle trends, something streetwear and high fashion brands should try to capitalize on.

February 26, 2025

Brands activate innovative strategies in NIL deals with college star Paige Bueckers

The stardom of UConn women’s basketball sensation Paige Bueckers has continuously risen throughout her college career, culminating in what could be her most successful (and profitable) season yet.

February 21, 2025

Sports Business

Super Bowl spotlights growing connection between music and women’s sports

February 12, 2025

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.

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The GIST of It Podcast

Ep #446

March sadness: How JuJu Watkins’ injury shakes up the women’s tourney

March 27, 2025

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March sadness: How JuJu Watkins’ injury shakes up the women’s tourney

March Madness, meet March sadness.

The women’s NCAA hoops tourney suffered a serious blow earlier this week when No. 1 seed USC’s sophomore superstar JuJu Watkins tore her ACL in the second-round. Devastating. That’s why on today’s episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz are discussing the immediate and long-term implications of Watkins’ injury, from the Trojans’ title chances to Watkins’ path to recovery. Sending healing love.

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