The GIST

T.J. Maxx marketing head Emily Trent discusses women’s sports sponsorship strategy

Budget-friendly retailer T.J. Maxx has been stepping up its women’s sports sponsorship game in recent years, partnering with ESPN, Boston Legacy FC, and over 55 women athletes, coaches, and broadcasters. At this year’s ESPYs, it doubled down on visibility with one of its top athlete ambassadors: rugby star Ilona Maher.

July 23, 2026

Wearable medtech company Forme signs expansive WNBPA partnership as it prioritizes brand alignment and usage among athletes

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Last week, the WNBPA announced a partnership with Forme, a unique sports apparel company with patented wearable tech that improves posture (just ask Taylor Swift). We spoke with WNBPA president Nneka Ogwumike, WNBPA executive director Terri Carmichael Jackson, and Forme founder Dr. Stephen Liu about the deal and the opportunities for medtech start-ups in sports.

July 21, 2026

Way-too-early picks for the WNBA’s end-of-season awards

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Way-too-early picks for the WNBA’s end-of-season awards

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WNBA All-Star Weekend is just two sleeps away — but first comes tonight’s six-game slate, where a certain superstar could make her season debut. As we near the season’s unofficial halfway point, here are our way-too-early picks for the league’s end-of-season awards. Nothing but net.

July 21, 2026

Spain defeat Argentina 1–0 in extra time to win 2026 FIFA men’s World Cup

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Just over five weeks and 104 games later, Spain are your 2026 FIFA men’s World Cup (WC) champions, winning the biggest-ever edition by defeating defending champion Argentina 1–0 in extra time yesterday. Here’s how it went down — vamos.

July 20, 2026

An ode to the GOAT: Lionel Messi’s World Cups by the numbers

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Argentinian captain Lionel Messi likely played his final WC game yesterday, and while the greatest men’s soccer player of all time hasn’t officially retired from the international scene yet, we’re commemorating the 39-year-old’s incredible career with a look at his WC appearances, by the numbers.

July 20, 2026

Reigning European and South American champs face off in World Cup Final

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There’s just one match remaining in the biggest FIFA men’s World Cup (WC) in history, and boy is it a doozy. For the first time ever, the reigning champions of Europe and South America will meet in the WC Final, with Spain taking on defending WC champs Argentina today at 3 p.m. ET.

July 19, 2026

Misha Sher’s next chapter is helping women athletes achieve true stardom

You’ve heard of mega-agencies serving hundreds of athletes, boutique ones catering to a select few, and emerging ones focusing on women athletes only. Last month, industry veteran Misha Sher launched his own agency, One of Not Many (ONM), after seeing gaps in the way women athletes build their careers after hanging up the cleats. Sher chatted with us last month about why he launched ONM and how he plans to make his roster of four athletes — which includes former USWNT and NWSL standout Ali Riley and Arsenal forward Alessia Russo — stars in their next chapter, too.

July 18, 2026

Gotham FC sees months-long marketing push come to fruition for July 15th game in Queens

Sports Business

Gotham FC sees months-long marketing push come to fruition for July 15th game in Queens

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July 16, 2026

Yesterday, Gotham FC hosted the Washington Spirit at Citi Field in Queens, NY, marking the first NWSL game at the venue, which is more accessible for many New Yorkers. The game sold over 40K tickets, beating the club’s single-game attendance record and NYC’s record for a women’s sports event. Let’s look at the marketing that helped this game stand out.

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The GIST of It Podcast

Ep #575

The hoops and the happenings ahead of WNBA All-Star Weekend

July 23, 2026

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The hoops and the happenings ahead of WNBA All-Star Weekend

Ready to get your game on and go play? So are the WNBA’s best. That’s why on today’s episode of The GIST of It, co-hosts Steph Rotz and Lauren Tuiskula are going all in on All-Star Weekend, breaking down the on-court action and putting their crystal balls to the test. And because it’s the WNBA — the spiciest league in sports — there’s some tea to spill, too. Let’s hoop to it.