Sports Business | The GIST

Caitlin Clark’s Xfinity partnership brings men’s sports fans into the WNBA fold

Every women’s sports fan knows the struggle of not finding the game they want to watch on TV. That’s the driver behind Xfinity’s campaign to highlight its expanding WNBA coverage across platforms — and to underscore its message, the telecomms company brought in one of the faces of the league: former Iowa Hawkeye and current Indiana Fever sensation Caitlin Clark.

June 11, 2026

Azzi Fudd details why Cash App’s investment in her brand has long-term benefits

Dallas Wings star Azzi Fudd spoke with The GIST last week about her recent community court activation brought to life by Cash App. Last Tuesday, the payment app hosted a community basketball clinic and donated $35K to a local nonprofit that provides sports equipment and programming for young girls.

June 09, 2026

More diverse soccer fanbase impacts men’s FIFA World Cup marketing strategies

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The men’s FIFA World Cup is right around the corner, and the U.S. is hosting the global soccer tournament (alongside Canada and Mexico) for the first time in 32 years. A lot has changed since then — for starters, the sport’s fanbase is more diverse than ever, especially in younger demographics. Let’s explore soccer’s changing audience and how this tourney is an unbeatable opportunity for brands to reach and engage diverse audiences.

June 06, 2026

Hype around NY Knicks Finals run energizes national fanbase, brands as NYC women’s teams position themselves similarly

June 04, 2026

WNFC inks multiyear deal with ESPN for title game as broadcast exposure and sponsorship level up the league

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The Women’s National Football Conference (WNFC) announced a multiyear agreement with ESPN yesterday to broadcast its June 21st championship game live on ESPN2. The league has seen recent growth, mostly thanks to increased media exposure and sponsorship, so we chatted with WNFC advisory board member, commentator, and former player Jennifer King to learn more.

June 02, 2026

CarMax holds the keys to success in WNBA marketing

The WNBA is busy celebrating its 30-year anniversary, and a bevy of brands are showing up for the party. Newcomers from all categories are hopping on the Legacy Trail, with WNBA business growth AVP Keri Lenker telling us in April she’d love to continue bringing “new brands into the fold.” Last week, we caught up with CarMax CMO Sarah Lane on why the brand’s WNBA partnership is so valuable, from the benefit of athlete ambassadors to the “squishy” data that indicates W fans notice and appreciate CarMax for being there.

May 30, 2026

Raj Sports EVP Karina LeBlanc shares key details on second annual Epicenter Week

Today, Raj Sports is announcing exclusively through The GIST that it’s bringing back Epicenter Week, a five-day summer celebration in Portland promoting its NWSL and WNBA franchises. But Epicenter Week is much more than that — and it’s bigger and better this year thanks to prominent sponsor and nearby neighbor Nike.

May 28, 2026

MLB’s strategy to attract women? Go with the (Aunt) Flow

Sports Business

MLB’s strategy to attract women? Go with the (Aunt) Flow

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May 23, 2026

ICYMI, The GIST launched our official MLB partnership this week with a striking data point: It’s the most-attended sports league by women fans. Women are feeling increasingly welcomed by America’s pastime — partially because stadiums across MLB are more inclusive than ever, thanks to additional accommodations and partnerships with companies like Aunt Flow. This week, we spoke with Aunt Flow founder and CEO Claire Coder about the company’s partnership with MLB teams and how the league is considering women fans and their families with improved infrastructure, including access to free period care. About damn time.

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The GIST of It Podcast

Ep #563

Hiding in the bathroom and watching soccer with Trinity Rodman

June 11, 2026

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Hiding in the bathroom and watching soccer with Trinity Rodman

You know what kind of soccer player Trinity Rodman is — but what kind of soccer fan is she? Find out on today’s episode of The GIST of It. Executive producer Alessandra Puccio sat down with the USWNT and Washington Spirit star to discuss the national team’s recent win in Brazil, Rodman’s World Cup watching plans, and her new summer of soccer partnership with State Farm. Jake better watch out.