The GIST

Ever wonder how much exposure a half-court logo gets? That’s where Relo Metrics — a firm that uses AI to measure sports marketing efficacy — steps in. Last week, Relo spoke with The GIST to share exclusive WNBA insights from its proprietary software that tracks brand exposure.

July 26, 2024

Athleta activates around inspirational Olympic athletes to win over Gen Alpha

Women-centric athleisure brand Athleta is leaning further into its brand identity with its long-running Power of She campaign. In its current form, the messaging has crystallized into centering inspirational Olympic and Paralympic women athletes as brand ambassadors, giving Gen Alpha consumers something to aspire to.

July 26, 2024

WNBA All-Star Game shatters viewership records as league skyrockets in popularity

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This year’s WNBA All-Star Weekend (ASW) became an epicenter for women’s basketball culture like never before, and it was more than just brands (and celebs) showing up at the marquee event. As expected, fans tuned in on TV, which sponsors anticipated and prepped for with numerous ASW activations.

July 24, 2024

Former USWNT players bringing starpower and views to broadcast platforms

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Women’s soccer players have been featured in primetime more than ever this year — and no, we’re not just talking about the matches on TV. Many active and retired women’s soccer stars are going from the pitch to the mic as they’re increasingly seen as assets in the media game.

July 24, 2024

Bumble partners with WNBA for multiyear sponsorship

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Women-first dating app Bumble is firmly embracing its sporty era. After past collabs in the e-sports and NIL spaces, the app announced a multiyear partnership with the WNBA last Wednesday The move followed a Bumble survey that helped it realize its users are all about love and basketball.

July 22, 2024

Ally becomes the first and founding partner for 3x3 women’s basketball league Unrivaled

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Unrivaled — the 3x3 pro women’s basketball league founded by WNBA stars Breanna Stewart and Napheesa Collier — made its first major partnership announcement on Friday. Unsurprisingly, the first sponsor to sign with the new league is Ally, the financial institution that’s been transforming women’s sports through investment via its 50/50 Pledge.

July 22, 2024

WNBA secures $2.2B for historic 11-year media rights deal

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The WNBA just netted another record — this time, for the most lucrative media rights contracts in women’s sports history. On Tuesday, The Athletic reported the WNBA signed three media rights deals alongside the NBA for a grand total of $2.2B over the next 11 years — and they’re likely not done yet.

July 19, 2024

Sports Business

Ico For All launches first-ever women’s decathlon to address gender inequity

July 19, 2024

Women-led sports nonprofit Ico For All is fighting to include women in the age-old sport of decathlon. On Wednesday, the org announced it would host the inaugural Women’s Decathlon World Championships in Geneva, Ohio, next month to coincide with the men’s Olympic event in Paris — where women still can’t compete.

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The GIST of It Podcast

Ep #384

Gender parity at the Paris Olympics

July 25, 2024

Listen on Apple Music Listen on Spotify

The Paris Olympics are almost here!

In a very special episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz dive into gender parity at the Olympics, sponsored by our pals at Canadian Tire. Since 1900 when women first competed at the Olympics to 2024, there’s been enormous progress in terms of gender equity at the Games — and the Paris Olympics will be the most equitable ever.

In addition to discussing the history of women at the Olympics, this episode features two insightful conversations with Kim Saunders of Canadian Tire and Julia Wilkinson, a former Team Canada Olympic swimmer, who have both seen the growth of women’s sports firsthand from a business and athlete perspective. Trust us — you don’t want to miss this.