The GIST

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

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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.

July 16, 2026

Women’s soccer star Julie Ertz chats about the World Cup marketing moment

Sports Business

Women’s soccer star Julie Ertz chats about the World Cup marketing moment

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July 16, 2026

Last month, retired women’s soccer stars and lifelong friends Julie Ertz and Kealia Watt launched their Style of Play podcast in what seems like a perfect moment. Not only is this undoubtedly the “summer of soccer” on U.S. soil, but everyone seems to be thinking about how to build momentum ahead of the 2027 FIFA Women’s World Cup.

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The GIST of It Podcast

Ep #574

World Cup–winning goals and Erling Haaland memes

July 21, 2026

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World Cup–winning goals and Erling Haaland memes

And just like that the 2026 FIFA men’s World Cup has come to an end. Five weeks and 104 games later, Spain are the world champions after defeating defending champ Argentina 1–0 in extra time on Sunday. On today’s episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz relive the tournament’s top moments, from the World Cup–winning goal to a certain jersey-clad duck. Vamos.