Meet us at the watch party

As new North American soccer fans grow more invested in the FIFA men’s World Cup, brands are finding big opportunities in helping new fans access the game — like Verizon, which has given thousands of customers tickets to matches via its Verizon Shine loyalty rewards program, including some “Golden Tickets” that allowed fans to watch pitchside.

• As the quarter-finals kick off, how will other brands engage with consumers’ newfound love of footy? Keep scrolling to see how companies (and the NWSL) are benefitting from the summer of soccer.

Like the PWHL, AUSL is benefitting in year two from its first season of home markets, which have brought dedicated team names and branding. Yesterday, the league said its first month merch revenue in season two is 200% higher than its first month during last year’s inaugural season.

• The league’s merch strategy expanded this year with Adidas, Togethxr, No Rivals, and ESPN collabs, giving fans more entry points. And that may get even better with increased access if ESPN continues adding AUSL games to its Women’s Sports Sunday slate like it did this past weekend. A home run.

The financing round for the PLL — which also oversees the Women’s Lacrosse League (WLL) — was led by Ares Management and NY Liberty owner Joe Tsai, as well as a minority equity investment from ESPN, and raised $100M in Series E funding. This marks the largest capital raise in pro lacrosse history, and included a few surprising investors from the entertainment world.

• Wrexham AFC co-chairman Rob Mac and actor Glen Powell were in the mix, with Powell also joining as a creative advisor to help bring inaugural PLL and WLL teams to Texas. Yeehaw.

The competition between Unrivaled and Project B has been heating up in recent weeks, with both offseason leagues rushing to sign the WNBA’s top players. Unrivaled has over 90% of its 54 roster spots locked down for 2027, though Project B is reportedly offering stars $2M annual salaries — not to mention an enticing global tour.

• But it might be tough for the newcomer to encroach on what’s quickly become Unrivaled’s territory in two short years. Last week, the league also signed Golden State Valkyries forward Kayla Thornton to a multiyear deal.

Nielsen is seeing historic World Cup viewership, citing watch parties as a key factor, which are only set to get bigger as the tournament progresses. The media research firm shared that out-of-home audiences represent 25% of Fox and Telemundo’s viewership in the U.S.

• Brands are increasingly leaning in: Rockefeller Center announced upcoming watch parties and beer brand Stella Artois encouraged fans to “work from bar HQ” so they can enjoy matches during the workday.

• Women’s soccer (and women’s sports brands) are also getting involved, with the NWSL’s Summer of Soccer tour stops featuring watch parties and The GIST’s own IRL viewing parties in partnership with FanDuel.

🎾 The top 10 earners in tennis (six of them women) banked a collective $344M from prize money and endorsements last year. Ace.

💰 Serena Williams’ early-round Wimbledon exit wasn’t a total loss: She’s earned $40M in the last 12 months, more than she made during her peak tennis years.

🏈 Mexico’s national women’s flag football team captain and Under Armour (UA) athlete Diana Flores made her runway debut in Paris Fashion Week by modeling the Feng Chen Wang x UA collaboration. Très chic.

👟 The South Carolina Gamecocks are becoming a Nike school, with the apparel giant also signing women’s basketball stars Chloe Kitts and Joyce Edwards to its Blue Ribbon Elite NIL Program.

📺 Comcast is planning to separate NBCUniversal and Sky into a new, publicly-traded company months after establishing Versant. Here’s to another NBC spinoff.