Soccer

BWSL taps IMG to market international rights as UK women’s soccer league is primed for global following

Last week, the Barclays Women’s Super League (BWSL) — the top flight for UK women’s soccer — enacted a multiyear partnership with global sports marketing firm IMG to exclusively handle its international media rights. The powerhouse agency has experience securing deals with top channels in emerging markets as well as wide-reaching platforms in popular regions.

September 08, 2025

Chelsea’s Alyssa Thompson signing highlights benefits, drawbacks for soccer sponsors amid athlete moves

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Alyssa Thompson is the latest NWSL star headed to Chelsea on a five-year deal that is commanding a $1.3M transfer fee. This follows the Blues’ play for Naomi Girma — when Chelsea paid a record $1.1M fee in January — and a general trend of USWNT standouts being courted across the pond.

September 05, 2025

Parity research indicates women’s soccer fans show above-average loyalty to sponsors in the space

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On Wednesday, women athlete sponsorship platform Parity released a report on the distinct brand opportunity among women’s soccer fans. While we’ve known that soccer fans tend to create uniquely passionate communities, Parity’s survey uncovered just how much that camaraderie extends to sponsors.

August 22, 2025

Good Vibes FC podcast drops Olipop merch collection as podcast sponsors further monetize shows

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On Tuesday, The Women’s Game — the women’s soccer side of the Men In Blazers (MiB) Media Network — released its first capsule collection in collaboration with Olipop (with an assist from Yeti) for its popular podcast, Good Vibes FC.

August 20, 2025

First-ever USWNT squad monetizes brand with memorabilia amid women’s sports, nostalgia boom

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Yesterday, memorabilia authentication platform The Realest announced a unique partnership that celebrates the 85ers, the 17 members of the first-ever USWNT. On the 40th anniversary of the 85ers’ inaugural soccer match, The Realest launched the first memorabilia collection for the team, which recently launched its own LLC.

August 20, 2025

Tylenol shares pain points for U.S. sports fans amid NWSL healthcare spending boost

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After inking a multiyear partnership with the NWSL earlier this year, Tylenol partnered with Wakefield Research to survey 2K U.S. sports fans to explore the pain points for soccer fans attending live sporting events. The results illustrate the natural marketing overlap for healthcare brands, which can utilize beloved women’s sports teams to appeal to fans.

August 13, 2025

Gotham FC continues outreach to Gen Alpha fans with Dove, Rebel Girls book collaboration

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This week, Gotham FC is rolling out a first-of-its-kind partnership with longtime sponsor Dove and girls empowerment brand Rebel Girls (RG), which also signed existing partnerships with LOVB and AUSL after launching its dedicated sports vertical this year.

August 08, 2025

Sports Business

SponsorUnited releases first-ever report on NWSL sponsorship revenue

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August 08, 2025

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The GIST of It Podcast

Ep #493

Nostalgia-core: How pop culture is winning over casual sports fans

September 16, 2025

Listen on Apple Music Listen on Spotify

Nostalgia-core: How pop culture is winning over casual sports fans

Let’s take a trip down memory lane.

ICYMI, nostalgia is having a moment at the box office — and now, we’re seeing that translate to the sports world. Inspired by the news that Bend It Like Beckham is getting a long-awaited sequel, co-hosts Ellen Hyslop and Steph Rotz are diving into the business of sports movie sequels on today’s episode of The GIST of It, including how pop culture moments can turn casual sports viewers into devoted fans.

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