The GIST

Alex Cooper’s Unwell breaks onto NWSL pitch amid rise in non-alcoholic beverages sponsorships

Last Friday, the NWSL and Alex Cooper’s Unwell — the league’s new hydration partner — announced Unwell FC, an interactive fan program at select NWSL games this season. This follows the trend of beverage brands getting into women’s sports sponsorships, something marketers should lean into as they look for creative ways to stand out.

May 12, 2025

New SponsorPulse insights reveal opportunity for activation among Canadian women’s soccer fans

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Last Friday, sports data insights platform SponsorPulse made the case for why Canada is primed for women’s soccer fandom. The latest data affirms that even though Canadian interest in the sport is surging, the North remains an oft-overlooked market for American companies looking to reach soccer fans.

May 05, 2025

NWSL shares proposal for second-tier affiliate league as U.S. soccer pyramid flourishes

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Last week, it was announced that the NWSL, per CBS Sports, formally applied to the U.S. Soccer Federation (USSF) to create a new Division II league in 2026. The timing is interesting, as it comes on the heels of big shake-ups in the U.S. soccer pyramid. Let’s recap and dig into the business opportunity for brands and owners alike.

April 28, 2025

Gainbridge announces USL Super League title partnership as U.S. women’s soccer pyramid expands

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Digital insurance company Gainbridge made a major play by teaming up with the United Soccer League (USL) yesterday. The USL’s Super League is now called the Gainbridge Super League, the first-ever title partnership for a U.S. pro soccer league. The partnership illustrates how brands are starting to recognize opportunities at all levels of the flourishing U.S. soccer pyramid.

April 23, 2025

Relo Metrics adds NWSL sponsorship insights to its data suite

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Yesterday, AI–powered sports marketing data insights platform Relo Metrics officially added NWSL data to its Relo Census product, which the company touts as a must-have tool for marketers. By adding the soccer league’s data, brands can now see the ROI of NWSL sponsorships in real time, which will likely encourage even more investment in the league.

April 23, 2025

The Northern Super League will make its long-awaited debut in Canada

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It’s here — the Northern Super League (NSL), Canada’s new pro women’s soccer league, makes its long-awaited debut tonight at 109 p.m. ET, with Calgary Wild FC taking on Vancouver Rise FC in the inaugural match. Ahead of the first whistle, here’s everything you need to know about the NSL, including how it stands to impact the Great White North’s footy landscape.

April 16, 2025

The Northern Super League is finally here

Together With

The Northern Super League is finally here

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This feature is brought to you in partnership with BMO.

April 13, 2025

Sports Business

Chelsea reports record valuation for women’s soccer team amid club restructuring

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April 07, 2025

This week, Chelsea F.C. shared financial results for the 2023–2024 season, including the valuation for its women’s side. With Chelsea reorganizing its women’s team under subsidiary BlueCo 22 Midco Limited, the WSL club is reportedly worth $257M, making it the highest-valued women’s soccer team in the world — and topping Angel City FC’s $250M valuation.

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The GIST of It Podcast

Ep #461

Getting chippy in the PWHL Finals, plus our expansion draft rules reaction

May 22, 2025

Listen on Apple Music Listen on Spotify

Getting chippy in the PWHL Finals, plus our expansion draft rules reaction

The PWHL Finals are off to a raucous start.

The defending champ Minnesota Frost fell in overtime to the upstart Ottawa Charge in Tuesday’s Game 1 — but the box score only tells half the story. On today’s episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz share their thoughts on a player that’s making headlines for all the wrong reasons before shifting gears to the latest news about the upcoming expansion draft. Drop that puck.

This episode is sponsored by our friends at SharkNinja. As one of the founding partners of the PWHL, SharkNinja is committed to growing the women’s game and providing unparalleled support for women in sports, from the rink to the podcast booth and beyond. Check out their full line of incredible products, including their viral hair styling tools, at www.sharkclean.ca.

Additionally, this episode is supported by Amazon Business, the ultimate partner for smart business buying. Amazon Business offers a one-stop shop for all of your business needs, helping companies of all shapes and sizes simplify their purchasing process. Learn more by checking out business.amazon.com today.