We’ve seen makeup brands go big in women’s sports lately, including E.l.f.’s support of the PWHL and Overtime Select. But the brand’s decision to rev up its investment in NASCAR, coupled with previous NFL activations, shows that catering to women who follow men’s sports is a unique and effective way to reach a historically overlooked demo.

This week, The GIST debuted a new report in partnership with NYC agency Barbarian that explores the proven interest and investment potential in women’s sports. The report delineates the paradigm shift in how the category is considered, the intense audience engagement among women’s sports fans, and identifies trends to keep an eye on.

There’s no season quite like the postseason, especially after last night’s triple-header of Game 1s in the PWHL, NHL, and NBA. The stakes couldn’t be higher — let’s dive in.

This weekend, the WNBA season tipped off on several networks, and the results are in: Interest in the league is widespread across teams and platforms, illustrating how everyone should harness the WNBA’s popularity however they can.

Another Tuesday means another installment of Inside the Lines with A.J. Andrews, this one featuring hockey royalty, Team USA and Minnesota Frost star Kendall Coyne Schofield, discussing “Resilience and Overcoming Setbacks.”

There are only four teams still skating for the honor of hoisting Lord Stanley: the Florida Panthers and Carolina Hurricanes in the Eastern Conference and, for the second straight season, the Dallas Stars and Edmonton Oilers in the Western Conference.

Last week, broadcast networks and streamers shared a glimpse into current strategies during the 2025 Upfronts in NYC. Companies like NBC, Amazon, Netflix, and Disney all observed the same trend: It’s smart to double down on live sports because of the impressive engagement the industry generates, both from viewers and advertisers.

The 29th WNBA season tipped off last Friday with a record 45 official sponsors, including 10 brands that signed on during the past year, according to Sports Business Journal (SBJ). Let’s dive into why these old and new brands are recognizing the potential for brand amplification in the W.

The best-of-five PWHL Finals are officially set after the Ottawa Charge eliminated the Montréal Victoire (who notably chose to play Ottawa) with Friday’s 2–1 Game 4 win. Revenge, served cold. Can the Charge keep up their Cinderella run, or will the defending champ Minnesota Frost (who pulled off their own upset of the Toronto Sceptres last week) repeat? We’re about to find out — the puck drops on Game 1 tomorrow at 7 p.m. ET.

After a whirlwind two rounds of high-stakes basketball, it’s on to the conference finals. The Eastern Conference action, featuring a pair of dragon slayers in the NY Knicks and Indiana Pacers, doesn’t tip off until Wednesday, so today’s all about the West. Let’s hoop to it.

That’s right, the WNBA season tips off tonight. Enough said — let’s hoop right to it.

Believe it or not, it’s nearly time for the conference finals with two tickets already punched by the Indiana Pacers and Minnesota Timberwolves. That said, there are still some lingering questions keeping us up at night. Forget counting sheep — let’s dig in.