Setting a trend
From The GIST Sports Biz (hi@thegistsports.com)
Happy Friday!
There’s no offseason for recently-retired USWNT legend Ali Krieger — she made her first appearance as a CBS Sports studio analyst yesterday. Even though the network lost its exclusive NWSL coverage through the league’s $240M multinetwork deal, joining the Ali Krieger Fan Club is a smart move. Get in line.
- We’re taking a long weekend in observance of Martin Luther King Jr. Day, but we’ll be back in your inbox next Wednesday with all the latest on the business of women’s sports.
Women’s tennis
🎾 Serving game
The GIST: After several major plays to host international tennis events, including the WTA Finals, Saudi Arabia had a quiet December for women’s sports moves. But the winter break was short — Kayanee, a fitness company established by Saudi’s Public Investment Fund (PIF), recently signed Tunisian tennis star Ons Jabeur as its global brand ambassador. The perfect coord set.
The company: Kayanee soft-launched last August when the PIF announced the wellness brand that caters to Saudi Arabian women. Led by Princess Reema bint Bandar Al Saud, the brand is targeting the country’s $4.3B fitness sector and aiming to reach 1M consumers by 2030.
The partnership: After representing sportswear brand Lotto Sport Italia since 2016, Jabeur made quite the fashion statement by sporting Kayanee’s exclusive tennis line on Instagram this week. The brand hit an ace with its new ambassador — the WTA world No. 6 is one of the most marketable and highest-earning female athletes, and an inspiration to women in the Arab world.
- It hasn’t always been that way for Jabeur, however. She told Vogue Arabia last January that she believes her North African heritage has hindered endorsement deals and hopes more brands take a chance on her. Princess Reema did just that, resulting in Saudi Arabia’s first meaningful connection to a trendsetting pro women’s sports icon.
Zooming out: After a failed FIFA Women’s World Cup tourism campaign and a missed WTA Finals opportunity, Saudi Arabia still wants an invite to the global women's sports party. So far, the country has found more success in winning over individual athletes like Jabeur, soccer’s Ashleigh Plumptre, and golf’s Rose Zhang, but a breakthrough on the world stage seems inevitable. Watch this space.
🏟️ Capital One Arena redevelopment could affect Washington Mystics
With Washington Mystics, Wizards, and Capitals owner Ted Leonsis eyeing a $2B move to Virginia, a D.C. task force is developing a backup plan for Capital One Arena. While $500M is available for renovation, local officials want to avoid an “underused arena,” meaning it could potentially be torn down or become the Mystics’ new home.
- The franchise currently plays in the league’s second-smallest arena, frequently selling out its 4.2K capacity. However, there’s local concern about the Mystics leaving Ward 8, an area that was revitalized by the team’s arrival and boasts a die-hard fanbase.
📱 NFL fans willing to pay for playoff games
A Front Office Sports-Harris Poll found that 61% of NFL fans would purchase a streaming subscription to watch playoff games, while 57% would pay a one-time fee to watch a playoff matchup à la pay-per-view. Consumers willing to jump ship isn’t great news for a linear cable industry that relies heavily on the football league.
- But this isn’t new for the women’s sports world — games have long been scattered across networks and streaming, forcing avid fans to seek them out. What doesn’t kill you makes you stronger.
🏉 Rugby union plans to launch women’s team by 2027
The British and Irish Lions are finally launching a women’s team in 2027 that’s slated to play a three-Test series against New Zealand’s successful Black Ferns. Plans for a women’s team were fast-tracked after a 2023 study found positive brand and commercial possibilities.
- World Rugby has already tapped the women’s game as a huge growth opportunity — it saw record UK viewership last year and landed a major Guinness deal. Ruck yeah!
💼 The Women’s Sports Foundation named Paralympic track and field star Scout Bassett as president and appointed six new board members, including Arielle Chambers, Ashlyn Harris, and (friend of The GIST) Andrea Brimmer.
🏈 Houston Texans owner and co-founder Janice McNair is facing a potential legal dispute as one of her sons seeks to appoint himself as her guardian and take control of her estate.
⛳ Apparel brand Malbon Golf signed four new brand ambassadors, including LPGA stars Charley Hull and Jeongeun Lee. That’s what happens when a Tiger changes his stripes.
📈 The NCAA struck a deal with Kraft Analytics Group to champion equality in women’s sports, according to KAGR CEO (and former college hooper) Jessica Gelman.
🏏 The Federation of International Cricketers' Associations (FICA) and the PTPA’s for-profit Winners Alliance branch inked a global partnership deal that includes group licensing for over 500 men’s and women’s cricket players. Quite the asking rate.
🏆 ESPN disciplined staff after investigating an elaborate fake-name scheme that allowed on-air personalities to illicitly win over 30 Emmys.
💸 PrizePicks announced a multiyear sponsorship deal with Wave Sports + Entertainment that includes an exclusive gaming partnership with NFLers Travis and Jason Kelce’s podcast.
Here’s what has GIST HQ buzzing:
📊 How to help your workflow
With Notion. Favored by The GIST for its organizational prowess, it’s a great tool for streamlining tasks and optimizing efficiency.
🎯 What to read
These sports forecasts for 2024. From The Guardian and GQ, this year is bound to be one for the books.
🏐 Who to learn more about
Ice Spice. The rapper has a unique journey from the college volleyball court to the stage, making her story truly distinctive.
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