The GIST

Brands turn to emerging women’s sports leagues to reach young digital natives

Softball. Baseball. Lacrosse. What do these sports have in common? In 2025, they all fielded brand-new professional women’s leagues.

January 10, 2026

Wasserman publishes latest report on private equity, asset appreciation in women’s sports

On Monday, Wasserman’s The Collective published the third part of its extensive research on the economy of women’s sports and the influence of women fans. In this edition, The Collective focused on the growth of the women’s sports ecosystem, studying macrotrends exemplified by increased private equity (PE) investment and infrastructure investment.

December 23, 2025

Grand Slam Track announces bankruptcy as Athlos, others illustrate what emerging sports leagues need for success

After months of financial difficulties, track & field league Grand Slam Track (GST) — spearheaded by Olympic legend Michael Johnson — officially filed for bankruptcy last week. As popular Olympic sports try to extend their reach beyond the global competition, GST presents a cautionary tale as it endured common issues faced by upstart sports leagues.

December 16, 2025

Partners of pro athletes offer organic, engaging marketing opportunities for brands and untapped potential in women’s sports

WAGs are where it's at

December 12, 2025

Netflix and Paramount Skydance make billion-dollar moves to acquire Warner Bros. Discovery, shaking up sports landscape

On Friday, Netflix announced it will acquire the streaming and studio divisions of Warner Bros. Discovery (WBD), now separated under the Warner Brothers (WB) brand, in a $82.7B deal. But in dramatic fashion, Paramount Skydance threatened to finish what it started as it launched a $108.4B hostile bid for the entire company to compete with what was considered a done deal.

December 09, 2025

Breaking down anti-doping whereabouts failures

Yesterday, swimmer Penny Oleksiak, Canada’s most decorated Olympian, was banned from competition until 2027 for an anti-doping rules violation. No, the 25-year-old wasn’t caught taking banned substances — she was penalized for a whereabouts failure. Let’s discuss.

November 26, 2025

New app plans to exclusively cater to women’s sports as sector sees growth

Last week, Rival — set to be the first sportsbook built exclusively for women’s sports — shared its plans to be active in three U.S. betting markets by 2026. The platform will include bets across the NWSL, WNBA, NCAA women’s basketball, WSL, WTA, and more, differing from the existing platforms that center men’s sports.

November 25, 2025

New Parity data illustrates the power of Gen Z spending in women’s sports

Sports Business

New Parity data illustrates the power of Gen Z spending in women’s sports

November 14, 2025

Yesterday, Parity shared data from a survey of 2.4K U.S. Gen Z adults that ascertained their perspectives and purchasing behaviors. Compounding on previous data reflecting positive Gen Z attitudes toward women’s sports, this new report clarifies how Zoomers feel about women’s sports, women athletes, and sponsors in the space.

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The GIST of It Podcast

Ep #522

Getting emotional watching figure skating

January 13, 2026

Listen on Apple Music Listen on Spotify

Getting emotional watching figure skating

Axels, and lutzes, and salchows, oh my.

Still picking your jaw up off the floor after last weekend’s national figure skating championships? Same. That’s why today’s episode of The GIST of It is a twizzling, axel-filled ode to the newly-named figure skating Olympians representing the USA and Canada at the Milano Cortina Games next month. Tune in to hear co-hosts Ellen Hyslop and Steph Rotz wax poetic about one of the Olympics’ most popular sports.