P.R.O.S. Sports Housing — a company that provides short-term housing for pro athletes — rebranded as Mavrx Sports Housing and announced a new partnership with Las Vegas Aces star Sydney Colson this week. Mavrx is the latest company to enter the WNBA space by teaming up with Colson, who’s been renowned for her marketability.

On Friday, Unrivaled debuted an innovative multiyear partnership with popular beauty retailer Sephora. This is the latest beauty partnership in the women’s sports space, as companies have begun to realize women athletes are the ideal brand marketers thanks to their authenticity and reach.

That’s right, it’s time to stop writing 2024 on your checks and papers — the new year is officially here. In celebration of the turning of the calendar, today’s Scroll features a handful of the sports events and moments The GIST HQ can’t wait for in 2025. It’s going to be a great one.

December was a winning month for sports ratings, with the NFL and NBA both benefiting from holiday downtime and marquee broadcasts. While most women’s pro sports leagues were on the sidelines last month, women’s college sports are quickly proving they can also capitalize on prime December viewership.

Several top-25 basketball games are on tap this weekend, but none bigger than Paige Bueckers’ No. 4 UConn taking on JuJu Watkins’ No. 7 USC tomorrow at 8 p.m. ET on FOX.

In recent years, sponsors have talked a big game about increasing their investment in women’s sports, and in 2024, many stepped up. According to Sports Innovation Lab (SIL) survey results released yesterday, brands are boosting women’s sports budgets for 2025 and reallocating sponsorship dollars from men’s sports to women’s.

Another year of sports is nearly in the books — but before we flip the calendar to 2025, let’s recap the best and brightest sports moments from 2024. Join us for a walk down memory lane, won’t you?

Last week, UK–based charity Women’s Sports Trust (WST) found at least 80% of UK brands involved in sports sponsorship are likely to continue investing in the women’s game in the next three years, among other key findings. To collect data, WST spoke to 49 brand decision-makers about their sponsorship plans, with 69% being existing women’s sports partners.

EA Sports’ annual hockey video game NHL 25 launched an update last Thursday that included PWHL players for the first time. The GIST spoke with EA sports brand general manager and SVP Andrea Hopelain last week to gain insight on the company’s success incorporating women athletes in its games, a strategy that resonates strongly with its Gen Z players.

Friday’s WNBA expansion draft is in the books, meaning the Golden State Valkyries have officially selected their first-ever roster. Inspired by the W’s 13th franchise, today’s scroll breaks down expansion drafts across all sports. From the ice to the pitch, the more the merrier.

Last Friday, chief brand and commercial officer of the Canadian Olympic Committee (COC) and CEO of the Canadian Olympic Foundation Jacquie Ryan was honored as the Canadian Marketing Association’s Marketer of the Year for her work during Paris 2024. While Team Canada is already the top sports property in the country, Ryan’s efforts helped its fandom flourish.

Prominent women’s sports sponsor Ally activated at the 2024 NWSL Championship in Kansas City this weekend as the financial brand continues investing in the women’s game. Ally is working hard to close the sports sponsorship gender gap, which has helped the brand stand out among competitors.