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The GIST: The FIFA Women’s World Cup (WWC) may be a month away, but it’s already scoring business golazos. Fox announced Monday that it has sold 90% of ad inventory for the Australia and New Zealand–hosted event and is on pace to beat the 2019 WWC’s sales.

The details: Brands in the automotive, insurance, wireless, and tech industries scored the most WWC inventory, including slots during Fox’s broadcasts. Verizon will sponsor the pregame show, Volkswagen will occupy the halftime spot, while Google will back the “bridge show” between games.

• Sponsors are extra hyped for the USWNT’s group stage encounter with the Netherlands on July 26th, a primetime rematch of the 2019 final that only has one piece of inventory remaining. Going once, going twice…

The context: The 2019 WWC in France earned $96M in U.S. ad revenue, $85.1M of which came from Fox’s English-language broadcasts. Fox and Spanish-language rights holder Telemundo have more airtime to sell this year — the WWC expanded from 24 to 32 teams, adding 12 more matches to the schedule.

Zooming out: Fox has had seemingly no problem selling inventory despite the much-discussed time difference between the U.S. and the host countries. It speaks to the USWNT’s popularity at home, which is surging across the board as the WWC nears, and the clear benefit of being the team’s primary media partner. Talk about a halo effect.

The GIST: The WNBA just scored some new tires. Yesterday, the league inked a multiyear deal with Discount Tire and one of its top-selling brands, Continental Tire, that will take advantage of the WNBA’s growing broadcast and digital value and marks the tire companies’ first partnership with a U.S. women’s sports league.

The details: Both brands will slap their logos on national WNBA broadcasts, both through TV inventory and in-stadium signage, as well as on the league’s digital and social platforms. The WNBA will also work with Discount and Continental on promotional efforts.

The context: While the WNBA’s TV audience continues to grow, so does its digital reach. Social media followers for the league’s teams increased 10% YoY in 2022, while engagements and impressions rose by 9% and 13%, respectively. The league’s social value also reached almost $40M last year, up 15% from 2021.

• The WNBA astutely stepped up its digital game after seeing success online last year. In May, the league unveiled a refreshed app and website that includes access to live games and exclusive content. Meeting the moment.

Zooming out: Sizable audience growth on TV and digital platforms is making WNBA channels a valuable place for brands to advertise. The increase in viewership only bolsters women’s sports’ business potential — fans are tech savvy and tend to reward sponsors with their own dollars. Purchasing power.

The GIST: We teamed up with MegEmikoArt, a trans activist and artist, to create a “Protect Trans Athletes” clothing drop, with 50% of profits being donated to the The GenderCool Project. Their Play it Out educational campaign helps people understand fact from fiction about transgender kids and their connection to athletics and sports.

The why: In light of the recent anti-trans proposals and policies intending to keep trans youth and athletes out of sport, The GIST and MegEmikoArt felt it was one of the most important messages to raise awareness and funding for heading into Pride month.

How you can support: Learn more about anti-trans in sports movement here, then shop the limited edition “Protect Trans Athletes” line and rock your tee and tote proudly.

Sunday’s WNBA doubleheader averaged 663K viewers on ABC — the Washington Mystics’ win over the Seattle Storm (666K viewers) was the third-most watched game this season, while an average audience of 660K tuned into the NY Liberty’s win over the Dallas Wings. Baller.

Clubs in England’s Women’s Super League (WSL) collectively generated nearly $40M in revenue during the 2021–22 season, up 60% YoY. A new domestic broadcast deal worth $10M annually contributed to the earnings increase, while matchday revenue — like ticket and merch sales — comprised 10% of total revenue.

• The WSL scored these wins before last summer’s game-changing Women’s Euro, meaning the 2022–23 campaign should post even more impressive numbers — average match attendance rose almost 200% (!!!) post-Euro.

On Monday, the U.S. Senate Permanent Subcommittee on Investigations launched a review of the PGA’s controversial merger with LIV Golf. Subcommittee chair Richard Blumenthal said the deal “raises concerns about … the risks posed by a foreign government entity assuming control over a cherished American institution.”

• The organization requested a truckload of documents by June 26th, including a copy of the official agreement and anything related to the disputes between the PGA and LIV. For more on the topic, cue up yesterday’s episode of The GIST of It.

Canadian sports marketing startup Millions.co is now building athlete influencer campaigns through ChatGPT that start at only $500 each. Its tool enables brands to input simple English sentences to create several campaigns, then share more specifics with the AI including demographics and budget to customize for their target audience. Cookie cutter.

🏀 The WNBA’s Phoenix Mercury updated its travel arrangements after Brittney Griner was harassed in an airport on Saturday.

📺 BBC chief content officer Charlotte Moore said the channel is “absolutely committed” to landing U.K. broadcast rights to the WWC, but doesn’t want to overpay.

⚽ The NWSL’s Chicago Red Stars partnered with Ulta Beauty, which will serve as presenting sponsor of the club’s season ticket holder spotlight. Glowing.

🪑 Retired WNBA star Sue Bird collaborated with Corona on the “Finer Recliner,” a limited-edition chair for five lucky fans to win.

🏴󠁧󠁢󠁥󠁮󠁧󠁿 Confectionary brand Mars Wrigley UK renewed its deal to sponsor England’s women’s, men’s, and para soccer teams through 2024.

🎓 NCAA president Charlie Baker said he sees “major opportunity to get into the sports betting space.”

⛳ Netflix is reportedly teeing up a celebrity golf event as its first live sports broadcast. Here’s hoping they avoid an encore of the not-so-live Love is Blind reunion.