Sports Business | The GIST

Cause-driven campaigns are hitting the mark with sports fans

August 29, 2025

Beauty brands continue to capitalize on IRL activations in the sports space

The WNBA’s Golden State Valkyries are hitting the runway tomorrow for an inaugural fashion show presented by Sephora. A celebration of basketball, fashion, and beauty, this is just Sephora’s latest foray into the sports arena — a place the brand is thriving in.

August 27, 2025

Men’s sports leagues and athletes partner with women-forward brands to reach fans

This week saw three major partnerships between women-forward companies and men’s sports leagues and athletes, demonstrating a new movement to recognize and celebrate female fandom of men’s sports. It drives home what The GIST has known since the beginning: Women fans love all sports, so brands and leagues are finally seeking to serve them.

August 27, 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

Nailcare brand Orly’s VP Tal Pink shares insights on the brand’s LA Sparks partnership

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This week, nailcare brand Orly celebrated its 50th anniversary by launching its first-ever sports partnership with the LA Sparks. As nailcare brands begin tapping on women’s sports, we enjoyed an in-depth conversation with Orly about how consumer trends and its LA roots led to this partnership.

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

Sports Business

Beauty brands have a unique opportunity to reach global audiences through soccer

August 18, 2025

Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

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The GIST of It Podcast

Ep #489

A new league of their own: Introducing the Women’s Pro Baseball League

August 28, 2025

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This is girlhood.

Today’s episode of The GIST of It is all about the Women’s Pro Baseball League (WPBL), a first-of-its-kind women’s pro league launching in 2026. It’s a tale of girlhood, community, and sports — and that sounds an awful lot like the founding principles of The GIST, meaning co-hosts Ellen Hyslop and Steph Rotz are the perfect duo to break down everything you need to know now that the league has hosted open tryouts. A home run, indeed.