The GIST

Cause-driven campaigns are hitting the mark with sports fans

August 29, 2025

Beauty brands continue to capitalize on IRL activations in the sports space

The WNBA’s Golden State Valkyries are hitting the runway tomorrow for an inaugural fashion show presented by Sephora. A celebration of basketball, fashion, and beauty, this is just Sephora’s latest foray into the sports arena — a place the brand is thriving in.

August 27, 2025

Men’s sports leagues and athletes partner with women-forward brands to reach fans

This week saw three major partnerships between women-forward companies and men’s sports leagues and athletes, demonstrating a new movement to recognize and celebrate female fandom of men’s sports. It drives home what The GIST has known since the beginning: Women fans love all sports, so brands and leagues are finally seeking to serve them.

August 27, 2025

Beauty brands have a unique opportunity to reach global audiences through soccer

Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

August 18, 2025

Ally marketing head Stephanie Marciano discusses brand’s WNBA, NWSL partnerships in rivalry series

This weekend, the WNBA and NWSL kicked off their respective slates of rivalry games, both presented by prominent women’s sports partner Ally. The WNBA is planning seven rivalry matchups through August 17th, while the NWSL hosted three key matchups during its inaugural Rivalry Weekend.

August 11, 2025

Jewelry brand Gorjana leans into sports and culture crossover with extensive roster of athlete ambassadors

SoCal jewelry brand Gorjana launched Gorjana Sports Club today, a unique platform spotlighting prominent pro and collegiate women athletes who have curated edits for the brand. As fashion and beauty retailers engage with women’s sports, Gorjana’s platform recognizes the power women’s sports stars have as cultural influencers.

August 04, 2025

Increase in women’s sports podcasts illustrates latest trends in the audio space

The podcast space is finally listening to women’s sports fans — something we’ve been doing since 2020. Everyone from sports media companies to standalone podcasts are getting into the women’s game, so we’re covering some trends in the space and what they mean for the future.

July 23, 2025

Sports Business

Athlos plans on debuting long jump event in unique Times Square venue

July 18, 2025

Athlos — the women’s track meet launched last year — is returning this fall with a clever plan to win over fans. Yesterday, the organization confirmed it will host a portion of its competition in the heart of Times Square. This is reminiscent of recent PLL and WLL strategy, illustrating how niche sports and upstart leagues are using unconventional gimmicks to hook viewers.

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The GIST of It Podcast

Ep #489

A new league of their own: Introducing the Women’s Pro Baseball League

August 28, 2025

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This is girlhood.

Today’s episode of The GIST of It is all about the Women’s Pro Baseball League (WPBL), a first-of-its-kind women’s pro league launching in 2026. It’s a tale of girlhood, community, and sports — and that sounds an awful lot like the founding principles of The GIST, meaning co-hosts Ellen Hyslop and Steph Rotz are the perfect duo to break down everything you need to know now that the league has hosted open tryouts. A home run, indeed.