Soccer

Apple inks WSL deal amid white space in European women’s soccer for tech brands, streamers

Yesterday, tech giant Apple announced an extensive partnership with the Barclays Women’s Super League (WSL) and Women’s Super League 2 (WSL 2), the top two tiers of women's pro soccer in the U.K. Through the deal, each team will utilize the latest Apple products to capture and analyze game footage in real time.

October 17, 2025

NWSL makes flurry of business-driven moves as playoffs approach

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As the NWSL builds toward its future (one commissioner Jessica Berman plans to lead), the league is making key decisions to level up its on-field product, including through its recent digital media partnership with The GIST. Let’s review a few of the NWSL’s moves announced this week, and what they might mean for the league and interested sponsors.

September 19, 2025

BWSL taps IMG to market international rights as UK women’s soccer league is primed for global following

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Last week, the Barclays Women’s Super League (BWSL) — the top flight for UK women’s soccer — enacted a multiyear partnership with global sports marketing firm IMG to exclusively handle its international media rights. The powerhouse agency has experience securing deals with top channels in emerging markets as well as wide-reaching platforms in popular regions.

September 08, 2025

Chelsea’s Alyssa Thompson signing highlights benefits, drawbacks for soccer sponsors amid athlete moves

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Alyssa Thompson is the latest NWSL star headed to Chelsea on a five-year deal that is commanding a $1.3M transfer fee. This follows the Blues’ play for Naomi Girma — when Chelsea paid a record $1.1M fee in January — and a general trend of USWNT standouts being courted across the pond.

September 05, 2025

Parity research indicates women’s soccer fans show above-average loyalty to sponsors in the space

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On Wednesday, women athlete sponsorship platform Parity released a report on the distinct brand opportunity among women’s soccer fans. While we’ve known that soccer fans tend to create uniquely passionate communities, Parity’s survey uncovered just how much that camaraderie extends to sponsors.

August 22, 2025

Good Vibes FC podcast drops Olipop merch collection as podcast sponsors further monetize shows

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On Tuesday, The Women’s Game — the women’s soccer side of the Men In Blazers (MiB) Media Network — released its first capsule collection in collaboration with Olipop (with an assist from Yeti) for its popular podcast, Good Vibes FC.

August 20, 2025

First-ever USWNT squad monetizes brand with memorabilia amid women’s sports, nostalgia boom

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Yesterday, memorabilia authentication platform The Realest announced a unique partnership that celebrates the 85ers, the 17 members of the first-ever USWNT. On the 40th anniversary of the 85ers’ inaugural soccer match, The Realest launched the first memorabilia collection for the team, which recently launched its own LLC.

August 20, 2025

Sports Business

Tylenol shares pain points for U.S. sports fans amid NWSL healthcare spending boost

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August 13, 2025

After inking a multiyear partnership with the NWSL earlier this year, Tylenol partnered with Wakefield Research to survey 2K U.S. sports fans to explore the pain points for soccer fans attending live sporting events. The results illustrate the natural marketing overlap for healthcare brands, which can utilize beloved women’s sports teams to appeal to fans.

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The GIST of It Podcast

Ep #501

Tara Davis-Woodhall just long jumped in Times Square

October 16, 2025

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Tara Davis-Woodhall just long jumped in Times Square

There’s meeting the moment, and then there’s making a moment.

Last Thursday, long jumper Tara Davis-Woodhall made a moment, competing in the middle of Times Square to qualify for the finals at Athlos NYC. The buzzy event caught the world’s attention, but Davis-Woodhall is no stranger to fame as a reigning Olympic and world champ. On today’s episode of The GIST of It, The GIST’s Associate Managing Editor Lauren Tuiskula chats with Davis-Woodhall about sandpits, prepping for major moments, and inspiring confidence as a partner of the Dove Body Confident Sport Program. Enjoy.

Thanks to Fan Duel for their support of this podcast. The buzzer may have sounded on this women’s pro hoops season, but the action never stops with FanDuel. Download the FanDuel app or head to fanduel.com to join in on the fun.

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