The NFL wants to get a younger, more diverse segment of its audience into the game, but The GIST has them all ready to come off of the bench.
Today, the NFL and The GIST announced a content partnership that would give the league access to more than 1 million newsletter subscribers and 40 million sports fans already consuming The GIST’s newsletters, podcasts, and social media each month. Founded in 2017, The GIST was built to connect with millennial and Gen Z women who were being overlooked and underserved by traditional sports media.
“The GIST has built a unique community that’s redefining how sports content resonates with modern fans, especially women,” says Amanda Kersen, director of business development and strategic investment at the NFL. “Partnering with The GIST is part of our commitment to making the NFL fun, inclusive, and accessible—especially for the next generation of fans.”
In recent years, the NFL and its creative partners have increasingly targeted the women among the league’s fanbase—of which they comprise nearly 50% of all league followers. From hospitals filled with Pittsburgh Steelers-fan workers to flag football teams rushing toward the 2028 Los Angeles Olympics, elements of league marketing campaigns have spoken directly to women who love the sport.
The GIST, meanwhile, launched in 2018 with the goal of hiring more women and nonbinary staff into the world of sports coverage and offering more diverse viewpoints on the game. It’s partnered with FanDuel on sports gaming content, has partnered with Ally on media sponsorship, and has had a place at the table for Sports Innovation Lab’s Women’s Sports Club NewFront connecting brands and media.
But co-founder and head of partnerships Jacie deHoop has noted that the NFL is the No. 1 sport for The GIST’s audience, whether it follows the day-to-day action or provides them advice on fantasy football.
