Playing for keeps
From The GIST Sports Biz (hi@thegistsports.com)
Hi there!
We’re back to the grind this week after a short holiday break, and we’re not the only ones. Yesterday, legendary gymnast Simone Biles officially joined Tom Brady’s Religion of Sports media outfit as a creative partner and board member, adding “media entrepreneur” to her lengthy resume.
- The move comes as the sports world sponsors more and more documentary-style projects starring women athletes, from glimpses into the lives of WNBA stars to chronicling tales of the USWNT. Queue the applause.
NWSL
⚽ Playing for keeps
The GIST: The NWSL kicked off an expansive content partnership with youth sports media brand Overtime yesterday, marking the Gen Z–driven company’s first deal with a pro women’s league. By partnering with the popular social media brand, the NWSL will be able to meet younger soccer fans where they are and cultivate new fandom within the next generation. Gaining ground.
The details: Overtime FC — the brand’s dedicated soccer channel, which has primarily focused on the men’s side — will share NWSL game highlights and behind-the-scenes videos to its over 5.4M total followers. Although Overtime is primarily known for its basketball content, Overtime FC is its third-largest channel and amassed 650M views in 2024.
- In addition to building its soccer following, Overtime has been focused on reaching women’s sports fans with the launch of Overtime Select, its girls’ basketball competition. Though it only launched last year, Overtime Select already has 4x more followers than other circuits and tournaments for high school girls’ basketball, including Nike’s EYBL.
The trend: Considering the data around women fans and women’s sports fans, leagues are turning to new media enterprises to reach Gen Z and Gen Alpha fans where they are: online. Examples of this strategy include the NFL’s deal with Betches and The GIST’s fan-powered PWHL partnership, not to mention the NWSL’s existing agreement with Men in Blazers.
- This allows leagues like the NWSL to benefit from the investment and widespread exposure from traditional linear networks, while also leveraging access to content through niche brands to reach young, avid fans primed for soccer content.
Zooming out: Since Gen Z filters sports viewership through social media, a partnership with a platform like Overtime could steer users to NWSL broadcasts. Other leagues hoping to win over young fans should take a page out of this playbook and partner with companies that have sway with younger generations, something volleyball brand LOVB has excelled at. Putting on a clinic.
Together With Little Bean App
❌ Don’t put that on your face
🛑 Wait — before you start your skincare routine, did you know some ingredients, like old reliable retinol, can be dangerous for pregnant people? Even the product ingredient pros on Skincare TikTok don’t always know what’s safe for growing a human — which is why the Little Bean app is a pregnant mama’s new BFF.
Little Bean is so easy to use, even pregnancy brain can’t beat it:
- Scan the ingredient list on a cosmetic product using your phone’s camera.
- Read the clear, concise summary highlighting any potentially harmful ingredients.
- Go about your self-care routine with peace of mind, knowing the Little Bean app will help you look out for your lil’ bean.
Available for iOS and Android, this app is the next best thing to having your OB/GYN on speed dial. Get your glow on with confidence — Little Bean has your back.
💸 WNBA expected to award 16th franchise to Cleveland
According to Sports Business Journal (SBJ), Cleveland will be home to the WNBA’s coveted 16th franchise thanks to a bid reportedly worth a league-record $250M. SBJ also reported the W may not stop at 16 teams as originally planned and could add one or two more expansion franchises by 2030. Can’t come soon enough.
🏀 NBA considers emulating Unrivaled’s 1v1 competition at future All-Star Weekends
On Monday, Front Office Sports reported the NBA is considering several changes to its All-Star Weekend to spur excitement (and viewership), including adding a 1v1 tournament. The timing is no coincidence: This follows Unrivaled’s successful inaugural 1v1 contest, which saw league co-founder Napheesa Collier beat Aaliyah Edwards for $200K — nearly matching her entire WNBA salary.
🎾 Tennis players have mixed reactions over new US Open format
The US Open drastically reformatted its mixed doubles competition by halving the number of participating teams, condensing the competition schedule, massively increasing its prize money, and moving it to the tournament’s Fan Week, among other changes. The alterations seem to be angled at making the event more watchable and accessible, but not everyone is feeling the love.
- Reigning US Open mixed doubles champs Sara Errani and Andrea Vavassori described the new competition as a “pseudo-exhibition focused only on entertainment and show” and “a profound injustice that disrespects an entire category of players.”
👕 Nike and shapewear brand Skims announced a new multiyear partnership called NikeSkims, a new brand catering to women athletes. How fitting.
🌍 WNBA All-Star and ESPN analyst Chiney Ogwumike became the first woman ambassador for the Basketball Africa League.
🏟️ The naming rights agreement between tech company Footprint and the home arena for the Phoenix Mercury and Suns ended early as the franchises seek a new arena sponsor.
🥎 Pixar is debuting its first-ever original series, Win Or Lose, which follows a middle school softball team. This is the big one.
🃏 WNBA star Caitlin Clark had more PSA card-grading requests than all NBA players besides Victor Wembanyama, making her cards among the most desired in basketball.
⭐ Chicago Stars FC inked a local broadcasting deal with Fox Chicago to air eight of the team’s games in 2025.
⚽ The Washington Spirit hired experienced pro sports marketer Cathy Jerome as its marketing and communications VP after a record-breaking season for the club.
💼 Angel City FC appointed Carmen Bona as the club’s first president of business operations and elevated co-founder and president Julie Uhrman to the role of CEO. Totally bossed out.
Giveaway Alert
Hockey, merch, and a trip — sounds like the perfect combo. That’s why we’re giving you the chance to win two tickets to an upcoming PWHL Takeover Tour game to see the best hockey players live. Puck yeah.
The giveaway includes:
- 🎟 Two tickets to a game of your choice: March 16th in Detroit or March 29th in St. Louis
- 👕 PWHL merch prize pack: Gear up like a true fan in style
- 💰 $400 for travel: Cover your trip, grab some snacks, and enjoy the game stress-free
Sharpen those skates because this contest won’t last forever. Will you be the lucky fan hitting the road? Enter now for your chance to win.
🏀 What to wear
A “Black Excellence” jersey. The Charlotte Hornets just dropped the NBA’s first-ever Black Excellence Jersey, featuring gold pinstripes repping Charlotte’s historic Black neighborhoods and dogwood details symbolizing the city’s heart.
🐦⬛ Who to know
Ebony Short — the Baltimore Ravens’ secret weapon. A former Broadway designer turned NFL seamstress, Short keeps the Ravens’ gear in tip-top shape. She even customized quarterback Lamar Jackson’s jersey with built-in hand warmers.
🧴 What to shop
Ellie Bianca, a Black woman-owned brand that’s redefining skincare with all-natural, organic ingredients that nourish the skin and soul.
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, Alessandra Puccio, and Lisa Minutillo. Managing edits by Molly Potter and Ellen Hyslop. Head of content Ellen Hyslop.