Carrying on
From The GIST Sports Biz (hi@thegistsports.com)
Hi there!
For those still processing Tuesday’s election results, an early morning listen to yesterday’s episode of The GIST of It will offer a forecast of how the next four years could impact women’s sports. Then, keep scrolling to see how these outcomes may shape the business side of the game.
Women’s sports
🇺🇸 Carrying on
The GIST: This week’s election results confirm Donald Trump will serve a second presidential term, bolstered by a Republican majority in Congress. As discussed on the aforementioned episode of The GIST of It, these political changes can have adverse effects on women’s sports progress, meaning brands may have to step in to make up some of the difference. We’re all in this together.
The past: During Trump’s previous administration, athletes in the WNBA and the NWSL led the way in social justice activism. For example, as chronicled in this year’s Power of The Dream documentary, W players sparked political action by supporting Georgia senator Raphael Warnock and dedicating their 2020 season to Breonna Taylor and the “Say Her Name” movement.
The future: Based on current Republican legislation and Trump’s previous administration, the next four years could see trans athletes face increased barriers in sports participation, ongoing inconsistent enforcement of Title IX, and diminishing reproductive care for women athletes.
The opportunity: However, these potential challenges provide a space for brands to step in and close gaps forged by politics, as well as reiterate their values in a climate that could become more hostile to women in sports. This is something burgeoning women’s sports sponsor E.l.f. Cosmetics has done through championing women’s reproductive rights.
- A 2024 Edelman study revealed 84% of global consumers need to share a brand’s values to buy from it, with 60% either buying or boycotting to express political beliefs. If a brand takes a social stance authentically, this can be a boon for business — but if it seems inauthentic, it can result in backlash.
Zooming out: Many sponsors in women’s sports, from Ally to Skims, have mentioned values alignment as a key component driving their investment in the space. Supporting women athletes — whether it’s with increased pay or improved infrastructure — can be a parachute in turbulent times. Women are always welcome here.
Marketing
🚗 Maxin’ and relaxin’
The GIST: CarMax is scoring glowing reviews after its latest viral ad starring WNBA royalty — but the popularity boost is more than just good luck. CarMax CMO Sarah Lane chatted with The GIST this week to discuss how the brand’s dedicated women’s sports strategy over the past five years has paid off. Never settle.
The WNBA strategy: CarMax’s foray into women’s sports began in 2020 when the brand became the official auto retailer of the NBA and WNBA, a first for the women’s league. Since then, CarMax has partnered with three WNBA teams and became a WNBA Changemaker in 2023.
- Lane explained CarMax wanted in on basketball because its business was moving from brick and mortar to omnichannel and knew the sport had a young, diverse audience. “I don't think it was rocket science,” Lane said about activating with W athletes. “If we're gonna [work with the NBA], then we would do the women's side as well.”
The NWSL partnership: In 2022, the brand became the league’s first auto retail partner in a multiyear deal. It also made CarMax the presenting sponsor of the NWSL Shield, allowing the company to double the prize pool for Shield winners and team up with Tiffany & Co. to revamp the Shield trophy this year. Look, something shiny!.
The payoff: Thanks to its longtime presence in the space, CarMax capitalized on A’ja Wilson’s WNBA MVP award in its latest commercial, and was also the first brand to utilize dual lock-up logos at the end of its spots — a trend other W sponsors are now embracing, per Lane.
- Plus, when tracking brand affinity for its sports partnerships, CarMax saw “bigger upticks” among women’s sports fans compared to men’s, including 20% more from WNBA fans versus NBA ones. On social media, it got 700K impressions from 2024 WNBA All-Star content and an ad from its “Never Settle” campaign has over 12K views on YouTube.
Zooming out: CarMax’s efforts don’t exist in a vacuum — Lane noted CarMax has learned crucial strategy from fellow brands in the women’s sports sponsorship space, like Ally. These companies’ success show that partnerships can be synergistic opportunities where the brand gets way more out of the deal than revenue alone. Driving to the hoop.
Together With The GIST
👕 Wear your heart on your sleeve
Want to show off your support for women in sports? We thought so. And with The GIST’s capsule collection, you can. The pieces are sporty, bold, and playful…just like our GIST community.
Speaking of, this drop truly has something for everyone: Basketball-specific threads for hoops fans, “leveling the playing field” looks if you love making a statement, and tennis tees if you want to, ahem, serve.
But don’t just take our word for it, check it out for yourself. Happy shopping!
🏒 The PWHL gave a glimpse into newly redesigned home and away jerseys for all six teams two months after the league unveiled their new logos and names. *adds to cart*
📺 Ion’s first season of NWSL broadcasting averaged 145K viewers across 50 matches.
🥎 The University of Georgia completed its new $38.5M softball training facility as the school looks to revamp its softball stadium before hosting the SEC Softball Championship in 2025.
💸 UConn star Paige Bueckers was October’s top-earning women’s NIL athlete, according to merch platform The NIL Store.
👟 Minnesota Lynx forward Alyssa Pili stars in Nike’s N7 2024 apparel collection, which celebrates Native and Indigenous culture.
👋 Australian breaking athlete Rachel Gunn (aka “Raygun”) announced her retirement following global backlash to her performance at Paris 2024.
⚽ NYC ranks No. 1 among U.S. metro areas with the highest USWNT and USMNT viewership on TNT Sports this year. Bright lights will inspire you.
Together With The GIST
Looking for a new listen? Check out our twice-weekly podcast, The GIST of It. Hosted by BFFs Ellen Hyslop and Stephanie Rotz, it’s the women-produced and -hosted sports pod you’ve been waiting for.
But don’t just take our word for it. Here’s what our listeners are saying:
- “They are enthusiastic and funny, and I don’t miss an episode!” (Ronbenlisa)
- “The best sports podcast on the air!” (_Jo777)
- “Finally a podcast that gives women’s sports the attention it deserves.” (Dnp!!)
Join the conversation (and these happy listeners!) by subscribing to The GIST of It wherever you listen to podcasts.
Here’s what has The GIST team currently hyped:
⌚ What to shop
Casetify. Why stop at a phone-case upgrade when there are so many cute Apple watch bands and Macbook cases, too?
💪 Who to know
NY Liberty CEO Keia Clarke, who just led the Libs to their first-ever WNBA championship and is redefining what women’s sports, culture, and community can be.
🚣 What to watch
The Boat Race. Now rebranded as the Chanel J12 Boat Race after a sponsorship deal with luxury brand Chanel, the legendary Oxford-Cambridge event will hit the water in April 2025. Mark you cal.
Today's email was brought to you by Aryanna Prasad and Briana Ekanem. Fact checking by Bonnie Lee. Editing by Dee Lab. Operations by Elisha Gunaratnam and Marga Sison. Ads by Katie Kehoe Foster and Alessandra Puccio. Managing edits by Molly Potter and Ellen Hyslop. Head of content Ellen Hyslop.