Vroom vroom
From The GIST Sports Biz (hi@thegistsports.com)
Hi there!
It’s been quite the year for tennis phenom Coco Gauff, who won her first Grand Slam last September in front of a historic U.S. Open audience. This week, Gauff announced the release of her second signature New Balance shoe and graced her first-ever Wheaties box cover, a major brand accomplishment for athletes. Serving up the breakfast of champions.
NWSL
🏆 A New Deal
The GIST: We finally have the deets on the NWSL’s new collective bargaining agreement (CBA) signed on August 9th, and they’re even better than expected. The league has granted unprecedented player autonomy through several concessions, including the elimination of its draft. Here’s more on how the NWSL just became arguably the most player-forward league in sports.
The details: The new agreement creates a free agency without restrictions, guarantees all contracts, and forbids trades without player consent. Players also won improved workload management and revenue sharing for the first time, as well as expanded maternity and childcare benefits.
- The CBA eliminated the league’s draft after players described it as an “antiquated model that treats people as property to be bought and sold.” However, this has already raised questions about how the NWSL can maintain parity and prevent talent from accumulating on superteams. Watch this space.
The context: The NWSL first reached out to the NWSLPA last September, two years ahead of the previous deal’s expiration date. While ensuring labor peace is a plus, the league was strongly motivated by two factors: Inking a CBA before negotiating its next media rights deal (which is expected to be even bigger than its current one) and being able to attract global superstars.
- The USWNT advertises NWSL talent, so when the team lost early in the 2023 FIFA Women’s World Cup, it lit a fire under the NWSL to become the world’s preeminent women’s soccer league. As the UK revamps its top women’s soccer flights and Canada preps for its new pro league, the NWSL wins out with the best player benefits in the game so far.
The landscape: Such a pro-labor CBA agreed to ahead of schedule is unheard of. Typically, it’s a contentious give and take between athletes and owners. The NHL and MLB have even faced lockouts, and despite the leverage of a labor strike, sports owners tend to win CBA battles, not players.
- With the NWSL’s increased resources and desire to share them with athletes in good faith, it creates a positive work environment that ensures smooth sailing through the next media rights negotiation period. Score.
WNBA
🗽 New York, we love you
The GIST: After announcing a buzzworthy WNBA partnership in July, Bumble confirmed a new partnership with the NY Liberty as the team’s first official dating app partner that includes contests, events, and social media activations. A classic New York meet cute.
The details: Since the Liberty have already punched its ticket to the postseason, Bumble will serve as the presenting sponsor for one of the team’s home games during the first round. The sponsorship also includes in-arena activations at Barclays Center and a mixer where Liberty fans can flirt over their fandom.
- The deal also offers two lucky Liberty fans an exclusive VIP date night experience for a WNBA playoffs game. Beloved Liberty mascot Ellie the Elephant is also involved in the deal, headlining a novel social media content series that will offer dating tips and Bumble profile pointers.
The why: According to a recent Bumble survey, nearly 31% of single Americans said a shared love of watching or playing sports is essential when dating. And for NYC singles, sports is the top interest badge on Bumble profiles, with basketball ranking high among users of all genders. Shooters gotta shoot.
- On the Liberty side, the Bumble deal adds to a long list of the team’s recent women-focused partnerships, such as adding an official fertility partner in RMA New York and signing NYX Makeup as an official makeup partner.
The future: As one of the W’s highest-valued franchises and New York’s most dominant basketball team at the moment (sorry, NBA), the Liberty are uniquely poised for team-specific partnerships. Plus, lifestyle brands like Bumble seem particularly keen on tapping into the NYC market, so expect to see more deals like this in the future. Taking a bite of the (Big) apple.
🏎️ The Female Quotient collaborates with F1 Academy for Equality Lounge activation
Women-driven media company The Female Quotient (FQ) — known for hosting its signature “Equality Lounge” at tentpole events — is bringing its talents to the racetrack. The FQ announced a new collaboration with F1 Academy on Wednesday to bring the lounge to race weeks around the world, starting with Singapore next month. Vroom vroom.
⚽ Klarna supports girls in soccer with latest Angel City FC activation
Global payments network Klarna — an Angel City FC founding partner — teamed up with the NWSL team to host a clinic for Section Z youth soccer players that allowed them to practice alongside Angel City players and learn about Klarna’s longtime support of the club.
- This follows Klarna’s season-long ticket activation for Section Z members announced in March and its June launch of the “Rep Her” campaign, which raised awareness about the gendered merch gap in sports.
🍫 Angel Reese announces delicious endorsement deal with Reese’s
On Wednesday, Hershey-owned candy brand Reese’s announced a unique athlete endorsement with Chicago Sky star Angel Reese that has reportedly been in the works all summer. Specifically, the deal centers Reese’s Pieces — a nickname for Reese’s devoted fans — and features a limited edition clothing collection.
- This precedes a Mattel-sponsored Barbie Night with the Sky slated for August 30th, presumably playing off Reese’s “Chi-Town Barbie” moniker. Every night is girls’ night.
🐦 Women’s running company Oiselle will serve as the inaugural athletic apparel sponsor for Athlos NYC, Alexis Ohanian’s September track invitational headlined by Megan Thee Stallion. Perfect way to end a Hot Girl summer.
⛳ Golf performance wear brand Rhone deepened its LPGA ties by signing golfers Lilia Vu and Lauren Hartlage as brand ambassadors, who will feature prominently in a 2025 content series.
👟 Under Armour is celebrating Las Vegas Aces star and brand athlete Kelsey Plum’s 30th birthday tomorrow by launching its Breakthru 5 shoe in a limited edition “Plum” colorway.
🃏 Fanatics negotiated a trading card deal with Winners Alliance — the for-profit division of the Professional Tennis Players Association (PTPA) — for cards featuring over 200 tennis stars.
🎧 A new study highlighted strong growth for YouTube Music in 2024 thanks to a surging interest in non-music audio offerings like audiobooks and podcasts. We know a great one.
📺 Last Sunday’s matchup between the Seattle Storm and Indiana Fever on ABC drew 2.2M average viewers, the highest for a W game in channel history.
💰 Cincinnati and Denver submitted bids to become the NWSL’s 16th expansion franchise, with league commissioner Jessica Berman expected to announce a selection later this year.
🧱 Nike and Lego announced a multiyear partnership that will see the iconic toy company splash Nike’s “Just Do It” slogan across co-branded products. Building a brighter future.
Together With Telus
The only thing better than watching an elite soccer match in-person? Going to the game for free. That’s right, you could watch Canada’s top CPL and MLS teams duke it out on TELUS’ dime.
TELUS wants to send you and a friend to the 2024 TELUS Canadian Championship Final on September 24th, complete with airfare, accommodations, and two tickets to the culmination of Canada’s most elite men’s fútbol tournament.
- Fill out this 30-second survey for a chance to win a trip for two to the Battle of the North, with qualification for major international tourneys on the line. Free footy is just a click away.
Here’s what has GIST HQ buzzing:
🎧 What to listen to
🎙️ The Business Case For Women’s Sports, presented by Ally, from our pals at GOALS. ICYMI, a new professional women’s soccer league just launched in the U.S. In this episode, hear Amanda Vandervort — the President of the newly launched USL Super League — discuss how the league is setting out to be a global leader in women’s soccer.
🍽️ What to stock in your fridge
Hello Fresh kits. Easy, tasty meals that’ll keep you and yours fueled all fall. Yum.
📚 What to read about
Flag football’s 2028 Olympic debut. There’s already buzz around who will rep Team USA, with top flag football quarterback Darrell “Housh” Doucette pushing back on the assumption that the roster will be filled by the NFL.
Today's email was brought to you by Aryanna Prasad and Briana Ekanem. Fact checking by Bonnie Lee. Operations by Elisha Gunaratnam and Lisa Minutillo. Ads by Katie Kehoe Foster and Alessandra Puccio. Managing edits by Molly Potter and Ellen Hyslop.