The GIST

New SponsorPulse insights reveal opportunity for activation among Canadian women’s soccer fans

Last Friday, sports data insights platform SponsorPulse made the case for why Canada is primed for women’s soccer fandom. The latest data affirms that even though Canadian interest in the sport is surging, the North remains an oft-overlooked market for American companies looking to reach soccer fans.

May 05, 2025

NWSL shares proposal for second-tier affiliate league as U.S. soccer pyramid flourishes

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Last week, it was announced that the NWSL, per CBS Sports, formally applied to the U.S. Soccer Federation (USSF) to create a new Division II league in 2026. The timing is interesting, as it comes on the heels of big shake-ups in the U.S. soccer pyramid. Let’s recap and dig into the business opportunity for brands and owners alike.

April 28, 2025

Gainbridge announces USL Super League title partnership as U.S. women’s soccer pyramid expands

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Digital insurance company Gainbridge made a major play by teaming up with the United Soccer League (USL) yesterday. The USL’s Super League is now called the Gainbridge Super League, the first-ever title partnership for a U.S. pro soccer league. The partnership illustrates how brands are starting to recognize opportunities at all levels of the flourishing U.S. soccer pyramid.

April 23, 2025

Relo Metrics adds NWSL sponsorship insights to its data suite

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Yesterday, AI–powered sports marketing data insights platform Relo Metrics officially added NWSL data to its Relo Census product, which the company touts as a must-have tool for marketers. By adding the soccer league’s data, brands can now see the ROI of NWSL sponsorships in real time, which will likely encourage even more investment in the league.

April 23, 2025

The Northern Super League will make its long-awaited debut in Canada

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It’s here — the Northern Super League (NSL), Canada’s new pro women’s soccer league, makes its long-awaited debut tonight at 109 p.m. ET, with Calgary Wild FC taking on Vancouver Rise FC in the inaugural match. Ahead of the first whistle, here’s everything you need to know about the NSL, including how it stands to impact the Great White North’s footy landscape.

April 16, 2025

The Northern Super League is finally here

Together With

The Northern Super League is finally here

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This feature is brought to you in partnership with BMO.

April 13, 2025

Chelsea reports record valuation for women’s soccer team amid club restructuring

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This week, Chelsea F.C. shared financial results for the 2023–2024 season, including the valuation for its women’s side. With Chelsea reorganizing its women’s team under subsidiary BlueCo 22 Midco Limited, the WSL club is reportedly worth $257M, making it the highest-valued women’s soccer team in the world — and topping Angel City FC’s $250M valuation.

April 07, 2025

Sports Business

U.S. and UK will bring FIFA Women’s World Cup tournaments to top women’s soccer markets

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April 04, 2025

Yesterday, FIFA confirmed the hosts for the 2031 and 2035 Women’s World Cup (WWC) tournaments in 2031 and 2035 as the U.S. and the UK, respectively. While these nations were the only ones to submit valid bids by the deadline, the confirmation is still a significant milestone for both burgeoning women’s soccer markets.

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The GIST of It Podcast

Ep #457

Predicting the PWHL champion with “Jocks in Jills”

May 06, 2025

Listen on Apple Music Listen on Spotify

Predicting the PWHL champion with “Jocks in Jills”

The more women’s hockey, the better.

And our friends at Jocks in Jills couldn’t agree more. Today’s extra-special episode of The GIST of It features an interview with Tessa Bonhomme and Julia Tocheri, the hosts of Jocks in Jills, our favorite PWHL podcast. Tune in to hear co-hosts Ellen Hyslop and Steph Rotz discuss their PWHL postseason predictions with the gals, ask questions about the expansion draft rules, and learn the names we all need to know as the league grows and grows.

This episode is sponsored by our friends at SharkNinja. As one of the founding partners of the PWHL, SharkNinja is committed to growing the women’s game and providing unparalleled support for women in sports, from the rink to the podcast booth and beyond. Check out their full line of incredible products, including their viral hair styling tools, at www.sharkclean.ca.