Powering up
From The GIST Sports Biz (hi@thegistsports.com)
Happy April!
While both men’s and women’s March Madness were the top trending Google searches last month, sixteen U.S. states — including Connecticut, California, and Texas — searched for women’s college basketball more than men’s college hoops last month.
- Plus, four of the most-searched women’s basketball players — JuJu Watkins, Paige Bueckers, Hailey Van Lith, and Flau’jae Johnson — are also four of the most-followed athletes across both March Madness tournaments. Can we follow?
NWSL
🤖 Powering up
The GIST: Yesterday, the NWSL signed telecommunications giant AT&T as its official connectivity partner through an expansive, multiyear deal. While the partnership marks a major commitment to the women’s soccer league, it’s also a safe bet considering AT&T’s previous sports investments and the NWSL’s engaged audience.
- The move illustrates a trend in women’s sports: Rising leagues are attracting interest from tech sponsors as they recognize the white space in less saturated leagues and seek to connect with digitally-savvy women’s sports fans. No dry phone here.
The details: As the presenting sponsor of the inaugural NWSL Awards Show and the league’s MVP award, AT&T will launch a weekly player-driven content series. The company will also have in-stadium signage and show up at tentpole events similar to its WNBA All-Star activation.
The background: This partnership is a natural next step for AT&T, which already has an extensive sponsorship portfolio in both women’s sports and soccer. The telecomms company is already a WNBA Changemaker and has longstanding agreements with MLS, the Mexican national team, and U.S. Soccer.
The market: Women’s sports fans skew younger and more tech-focused, which is why technology companies are seeking out women’s soccer. The NWSL agreed to showcase Google Pixel’s offerings through its multiyear deal with the phone brand, and its Adobe partnership harnesses the reach of NWSL content creators.
- Beyond soccer, technology brands have considered how sports leagues can implement their tech and win over new customers. Microsoft famously supplies the NFL’s sideline tablets, and it’s repeated this strategy in the WNBA and women’s tennis.
The opportunity: While the partnership will splash branding all over the league, the NWSL deal doesn’t seem to integrate AT&T’s actual product, which may be a missed opportunity. Brands that encourage leagues and teams to use their tech may be rewarded with ultra-supportive women’s sports fans adopting new products in their own lives. Loading.
Together With Margo Paige
👜 Say goodbye to the bag check blues
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📉 Unlike women’s March Madness, men’s viewership doesn’t favor success of powerhouse teams
The women’s tourney posted its second most-watched Sweet 16 round to date on ESPN with an average of 1.7M viewers, only behind last year’s event. The round was led by Friday’s game between No. 1 Texas and No. 5 Tennessee that averaged 2.9M viewers and peaked at 3.6M.
- Meanwhile, the men’s tournament is seeing flat viewership without Cinderella teams stealing the show. This year’s Elite Eight round averaged 9M, down 10% YoY from last year, but up 4% from 2023. Missing a little magic.
💰 SEC sees success with new women’s tournament units system
After the NCAA implemented a units system for its women’s college hoops tournament this year, collegiate conferences earn $252K for every game one of its teams plays during March Madness. Leading the pack is the SEC with 30 units ($7.6M), followed by the Big Ten with 28 units ($7.1M), and the ACC with 19 ($4.8M).
✨ Feminine care brand Lola partners with NY Liberty for venue-specific collaboration
The organic period care company will embark on its first professional sports deal by supplying the team’s Barclays Center home with free feminine care products for the first time in the venue’s history. And Lola’s not the first such brand to look toward the court: Atlanta-based Honey Pot inked a partnership with the Dream last year.
📈 Data insights platform SponsorPulse found Toronto Sceptres and Toronto Tempo fans were more likely to engage weekly with their team compared to fans of more established Toronto franchises. That new new.
👀 Notre Dame standout and projected No. 2 WNBA Draft pick Olivia Miles decided to stay in college and enter the transfer portal in another move reportedly influenced by the WNBA’s impending CBA.
👟 Puma announced the release of NY Liberty star Breanna Stewart’s next signature shoe, the Stewie 4, which hits shelves later this week.
🤝 NYC–based Yes Network inked a new carriage agreement with Comcast hours before the previous deal expired. A real buzzer-beater.
🏈 Indiana Fever superstar Caitlin Clark is being tapped by the NFL to help shape the future of women's flag football alongside Serena Williams and Eli Manning.
📺 Local Seattle TV affiliates KOMO and KUNS will air 33 Seattle Storm games this season as the team’s exclusive broadcast television partners.
🏎️ Rockstar Energy added Formula Drift star Amanda Sorensen to its athlete roster following her historic 2024 win in the American motorsport series. Big city, bright lights.
Here’s what has The GIST team currently hyped:
🍻 Where to go
The bar. Women’s sports bars are taking over, and expected to quadruple in 2025. Cheers to that.
🏅 What to learn about
The Moment Makers Foundation. Gymnast Shawn Johnson East and her husband Andrew East are helping Olympians with childcare costs. Truly golden.
🎧 What to listen to
The Business Case for Women’s Sports, presented by Ally. This podcast from our pals at GOALS will give you all the facts, stats, and evidence you need to shut down anyone who tries to tell you “no one cares about women’s sports." Goals, indeed.
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