The GIST

Alex Cooper’s Unwell breaks onto NWSL pitch amid rise in non-alcoholic beverages sponsorships

Last Friday, the NWSL and Alex Cooper’s Unwell — the league’s new hydration partner — announced Unwell FC, an interactive fan program at select NWSL games this season. This follows the trend of beverage brands getting into women’s sports sponsorships, something marketers should lean into as they look for creative ways to stand out.

May 12, 2025

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

⚽

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

⚽

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

⚽

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

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

⚽

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

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

⚽

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.

April 04, 2025

Sports Business

NWSL locks in another tech partnership with extensive AT&T deal

⚽

April 02, 2025

Yesterday, the NWSL signed telecommunications giant AT&T as its official connectivity partner through an expansive, multiyear deal. While the partnership marks a major commitment to the women’s soccer league, it’s also a safe bet considering AT&T’s previous sports investments and the NWSL’s engaged audience.

Read Full Story

The GIST of It Podcast

Ep #459

WTF: Ironman reverses their equality stance

May 15, 2025

Listen on Apple Music Listen on Spotify

WTF: Ironman reverses their equality stance

Well that ain’t it.

Today’s episode of The GIST of It is all about Ironman (no, not this Iron Man) after the sport’s governing body recently announced that women won’t have their own championship race starting in 2026. It’s only been three years since the sport separated the women’s and men’s events — and the ripple effects of shifting back are vast.

Co-hosts Ellen Hyslop and Steph Rotz provide the context you need before digging into the details about the decision itself, including how it will disproportionately affect women competitors. Not cool.