🎾 Serves her right
Morgan Stanley further invests in women’s tennis with Serena Williams docuseries
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Today, ESPN will debut In The Arena: Serena Williams, an intimate behind-the-scenes docuseries reviewing the biggest moments of the 23-time Grand Slam singles champion’s career. As just the second athlete to headline the award-winning project —Tom Brady’s Man in the Arena won a 2022 Sports Emmy — Williams is (yet again) in rare company.
July 10, 2024
🎾 Money talks
WTA and PIF announce multiyear partnership
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Much to the chagrin of at least two tennis legends, the Women’s Tennis Association (WTA) and Saudi Arabian Public Investment Fund (PIF) entered a multiyear partnership on Monday. The eyebrow-raising but not unexpected alliance comes on the heels of last month’s announcement that the WTA Finals will be hosted in Riyadh through 2026.
May 22, 2024
🎾 Plugged in servers
Microsoft renews its partnership with the Billie Jean King Cup
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On Thursday, the Billie Jean King (BJK) Cup extended its partnership with Microsoft through 2026. It focuses on developing tech solutions for the women’s national team tennis tournament by utilizing the Azure cloud platform, allowing Microsoft to flex its computing muscles in women’s sports amid explosive sector growth.
May 06, 2024
🎾 Plot twist
Saudi Arabia selected as WTA Finals host through 2026
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It turns out all the rumors are true. After much deliberation, the WTA Finals will take place in Riyadh, Saudi Arabia, from 2024 to 2026. Despite human rights concerns from women’s tennis athletes and journalists, the WTA ultimately followed the money.
April 05, 2024
🎾 Meeting their match
Saudi Arabia reportedly makes push to merge ATP, WTA with proposed PIF Tour
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According to The Telegraph, Saudi Arabia’s Public Investment Fund (PIF) wants to merge the WTA and ATP tennis tours with a limited-time, $2B offer that expires in 90 days. The rebranded PIF Tour would reportedly replace the proposed Premium Tour, a joint WTA–ATP circuit that’s been in development since January.
March 15, 2024
🎾 A full-court approach
A proposed WTA-ATP merger is picking up steam
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The women’s tour is particularly receptive to the concept, which would produce a new “Premium Tour” to exist alongside the Grand Slams — and offer women athletes equal pay.
January 31, 2024
🎾 A royal court
Saudi Arabia's Public Investment Fund pursues right to the Billie Jean King Cup
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This adds to Saudi Arabia’s ongoing interest in women’s tennis tournaments like the 2023 and 2024 WTA Finals.
January 17, 2024
🎾 Serving game
Fitness company Kyanee signs tennis star Ons Jabeur as its global brand ambassador
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January 12, 2024
After several major plays to host international tennis events, including the WTA Finals, Saudi Arabia had a quiet December for women’s sports moves.
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Ep #384

Gender parity at the Paris Olympics

July 25, 2024
Gender parity at the Paris Olympics

The Paris Olympics are almost here!

In a very special episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz dive into gender parity at the Olympics, sponsored by our pals at Canadian Tire. Since 1900 when women first competed at the Olympics to 2024, there’s been enormous progress in terms of gender equity at the Games — and the Paris Olympics will be the most equitable ever.

In addition to discussing the history of women at the Olympics, this episode features two insightful conversations with Kim Saunders of Canadian Tire and Julia Wilkinson, a former Team Canada Olympic swimmer, who have both seen the growth of women’s sports firsthand from a business and athlete perspective. Trust us — you don’t want to miss this.

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The WTA is looking to grow by installing new leadership at WTA Ventures
The WTA is looking to grow by installing new leadership at WTA Ventures
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The WTA has faced recent criticism for not supporting its athletes, culminating in a turbulent WTA Finals in Cancun earlier this month.
November 29, 2023
Parity Week kicks off at the Billie Jean King Cup
Parity Week kicks off at the Billie Jean King Cup
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For the second consecutive year, the earnings from the World Cup of women’s tennis are on par with the Davis Cup, the men’s equivalent.
November 08, 2023
Saudi Arabia is in talks to host pro tennis tournaments
Saudi Arabia is in talks to host pro tennis tournaments
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Saudi Arabia is following up its World Cup win with another tournament play — this time, beginning talks with IMG to take over the Miami Open or Mutua Madrid Open.
November 06, 2023
Tennis stars are speaking out amid poor playing conditions at the WTA finals
Tennis stars are speaking out amid poor playing conditions at the WTA finals
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The ongoing 2023 WTA Finals are serving as a tipping point for tennis’ biggest stars to call out the WTA for poor playing conditions and a lack of athlete protections or guaranteed salaries.
November 01, 2023
Coco Gauff took home $3M for US Open win
Coco Gauff took home $3M for US Open win
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With Saturday's US Open victory, 19-year-old Coco Gauff became the first American teenager to claim a Grand Slam singles title this century and just the fourth to do it in the Open Era.
September 11, 2023