Men’s sports leagues and athletes partner with women-forward brands to reach fans

The GIST: This week saw three major partnerships between women-forward companies and men’s sports leagues and athletes, demonstrating a new movement to recognize and celebrate female fandom of men’s sports. It drives home what The GIST has known since the beginning: Women fans love all sports, so brands and leagues are finally seeking to serve them.

⚾ MLB and Rebel Girls: The baseball league worked with the girls’ empowerment brand to showcase three women who work in the Baltimore Orioles’ front office, demonstrating what’s possible for women and girls seeking careers in the sport.

• This comes on the heels of MLB’s support for AUSL’s inaugural season, which aimed to bring softball fans into the MLB family. The moves are prescient: Data shows that nearly 40% of game attendees and viewers are women, and the league’s efforts to engage with them go a long way.

🏈 The NFL and Abercrombie & Fitch: As of yesterday, Abercrombie will be the NFL’s first official fashion partner. The multiyear partnership entails limited-edition products, activations in the NFL’s retail locations and around key moments on the league’s calendar, and “Style Concierge” services for select players this season.

• This is the latest in the NFL’s push to connect with its women fans, which it says make up nearly half of regular viewers. Another way the league is reaching out to women? Well, it recently partnered with a pretty great, women-focused sports media outlet…

🐯 Cincinnati Bengals quarterback (QB) Joe Burrow and Alo: The women-forward athletic and athleisure apparel brand best known for its yoga gear launched a new campaign helmed by the popular QB. The Conquer collection is designed for a high-performance, active lifestyle — and building it around Burrow will help the brand attract NFL fans of all genders.

• Burrow is a former Heisman Trophy winner and one of the game’s most respected QBs, but he’s also a media darling that women fans love. Calling Joe Cool.