The GIST

Azzi Fudd details why CashApp’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 CashApp. 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

Athletes Unlimited Softball League (AUSL) begins first city-based season

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Missing softball following last week’s epic Women’s College World Series (WCWS)? You’re in luck. Athletes Unlimited Softball League (AUSL) begins its second season tomorrow, boasting more teams, more games, and more ways to watch than ever before. Going, going, gone.

June 08, 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

Three questions to ponder as the CFL’s 68th season kicks off

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One less down, the (modified) rouge, longer fields (for now) — there’s nothing quite like Canadian football. And the 68th CFL season started with a bang as the Montreal Alouettes beat the Hamilton Tiger-Cats 30–27 in overtime last night.

June 05, 2026

Texas softball repeats as NCAA champions

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The first-ever Women’s College World Series championship series rematch ended in familiar fashion, with reigning champs No. 2 Texas defending their crown by defeating last year’s runners-up, No. 11 Texas Tech 4–1 last night.

June 05, 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

Stanley Cup Final primer: Carolina Hurricanes

Sports News

Stanley Cup Final primer: Carolina Hurricanes

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June 01, 2026

Six goals from six different Canes helped Carolina clinch the Eastern Conference crown in Friday’s 6–1 Game 5 win over the Montreal Canadiens. Now proud owners of the Prince of Wales trophy — but of course never touching it — the Canes are hoping to leave their prints all over some different hardware, the Stanley Cup.

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The GIST of It Podcast

Ep #562

Christine Sinclair reflects on her youth soccer career, as Canadian Tire Jumpstart Charities pushes the game forward

June 09, 2026

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Christine Sinclair reflects on her youth soccer career, as Canadian Tire Jumpstart Charities pushes the game forward

Ahead of the biggest soccer tournament ever, we have a special treat. In collaboration with our friends at Canadian Tire Jumpstart Charities, today’s episode of The GIST of It features two thrilling conversations about the state of Canadian soccer and how Jumpstart is expanding youth access to pitches across the country.

First, you’ll hear from CanWNT legend Christine Sinclair, who reflects on how youth soccer programs changed her life, before Marco Di Buono, the President of Jumpstart Charities, discusses findings from the latest State of Youth Sport report. She shoots, we score.