The GIST

Aflac plays on brand success in closing the gender wage gap in women’s sports

Yesterday, insurance company Aflac detailed the expansion of its existing WNBPA partnership, which includes increasing the prize pool at WNBA All-Star competitions this summer. Aflac’s creative — and visible — campaign illustrates the continued opportunity for brands to benefit from making big plays to close the gender pay gap.

April 18, 2025

Luxury and elevated retail brands cater to WNBA and NWSL fans with timely partnerships

While luxury retail brands have long been drawn to sports with affluent fanbases like tennis and golf, the industry is now seeing opportunities in women’s sports leagues like the WNBA and NWSL. Let’s take a closer look at two recent sponsorships that illustrate why it's smart to target women’s basketball and soccer fans.

April 14, 2025

Sports Illustrated and Scripps Sports capitalize on women’s sports spend through new competition

On Wednesday, Sports Illustrated (SI) announced the creation of the SI Women’s Games, a six-sport competition scheduled for this fall. The tournament aims to capitalize on the surging popularity of women’s sports and exemplifies media companies working together to innovate ad packaging and scale up advertising inventory in the space.

April 11, 2025

Emerging brands and platforms make a splash in latest SponsorUnited NIL report

On Wednesday, data insights platform SponsorUnited released its 2024–2025 NIL Endorsements Report, which affirms what we already know: Women athletes, especially basketball players, are consistent winners in terms of engagement, hence their skyrocketing NIL deals.

April 04, 2025

Imminent U.S. trade tariffs have damaging effect on sports apparel industry

The impacts of President Trump’s U.S. trade policy have officially gone from bad to worse. On Wednesday, Trump announced that the U.S. will apply a 10% baseline tariff on all imports, with a higher rate for nations that the U.S. considers to be unfair trade partners. Trump’s “reciprocal tariffs” proposal has created enough worrisome sentiment to spook the stock market.

April 04, 2025

PVF content series joins successful wave of league-owned media opportunities in women’s sports

This weekend, the Pro Volleyball Federation (PVF) premiered its new Team Spotlight Series on YouTube. While women’s sports are winning more primetime coverage and network support than ever before, both emerging and established leagues are still successfully leveraging their own broadcasts to reach fans.

March 31, 2025

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

Sports Business

Deloitte shares insights into surging revenue in women’s sports

March 19, 2025

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.

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The GIST of It Podcast

Ep #452

Gross reporting in MLB and the NSL shaking up pro women’s soccer

April 17, 2025

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Gross reporting in MLB and the NSL shaking up pro women’s soccer

It’s finally happening.

Last night was the long-awaited debut of the Northern Super League (NSL), aka Canada’s brand-new pro women’s soccer league. Calgary Wild FC and Vancouver Rise FC kicked off the action, but there’s so much more to discuss, on and off the pitch.

On today’s episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz chat all things NSL, from the six teams spread out across the country to how the new league is fostering Canada’s FIFA Women’s World Cup ambitions. Tap those ruby slippers because there’s no place like home.

A big thank you to BMO for sponsoring today’s pod! BMO is the official bank of the NSL and the league’s broadcast partner, sticking to their two-decade pledge to grow the game of soccer in North America. Learn more about how BMO is growing the beautiful game at BMOsoccer.com.