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The GIST: We’ve covered the pay gap and the difference in media rights and sponsorship deals for men’s and women’s soccer, but how different is fan interest in men’s World Cups (WCs) and WWCs? A new fan survey from the National Research Group (NRG) Sports shows a gap does not exist.

The numbers: NRG’s online study surveyed 1.5K American sports fans this month and found that 41% plan to watch this year’s WWC, on par with the 42% who reported watching last year’s men’s WC. The USWNT was also a more recognizable team than the USMNT among respondents: 23% could name a USWNT player compared to 17% for the men.

• Additionally, the study found fans recognize the importance of growing women’s soccer — 74% of soccer fans believe NWSL growth will inspire more young girls to engage with sports, and 70% believe the USWNT’s success will drive more support for women’s sports as a whole.

• As NRG’s executive vice president Jay Kaufman put it, “The success of the USWNT demonstrates how the unprecedented growth of women’s soccer is so much more than a singular moment … affinity towards the USWNT and women's soccer overall is spearheading the significant changes we are seeing in viewership, pay equity, and popularity across women’s sports.”

The trend: And these significant changes are showing up all across women’s soccer. Another recent NRG study found the NWSL ranked higher for momentum than other sports leagues and brands. In 2022, Front Office Sports reported an 11% rise in title sponsors for women’s soccer leagues and that teams’ commercial revenue increased 33% YoY.

• The 2022 Women’s Euro was the most watched ever, this year’s WWC is already making history, and the NWSL continues to set attendance records. Enough said.

Zooming out: As viewership, attendance, and overall interest metrics continue to prove women’s sports are here to stay, the arguments against investing in women’s sports are continuing to lose any traction.

• National interest in pro soccer, youth participation in the sport, and on-the-field results of top-tier competition are all growing women’s soccer as a whole. As the fire continues to spread, brands who don’t add their own fuel just might get burned. Burning one hell of a something.

The GIST: The future of preventing head injuries could be here. A new device has the potential to change the landscape of concussion prevention, and it’s being showcased by women on one of the world's biggest stages — the 2023 WWC.

The context: It’s old news that soccer is a dangerous sport for head injuries — men’s studies have shown this for years. However, recent research focused on women’s soccer players have exposed how the game can be even more dangerous to the craniums of women athletes.

The device: Players like Canada’s Quinn and Costa Rica’s Rocky Rodríguez have donned a new device during the WWC. The Q-Collar is a silicone horse-shoe shaped device that compresses the jugular veins to stabilize the neck and reduce the risk and severity of traumatic brain injury.

• The product was cleared by the FDA in 2021 and has been primarily worn by football and lacrosse players since, even making its way to the NFL.

The trend: Wearable health devices are on the rise. The wearable medical device market was valued at $26.8B in 2022, but sports preventative wearables are relatively untested in the research process. Still, more and more athletes are starting to wear the Q-Collar. A big brain move.

• The concept of neck stability in sports is not new, however. Formula 1 has been using its HANS Device since 2003 and neck restraints have been mandatory in NASCAR since 2001.

Zooming out: On top of ground-breaking technology being pioneered by women on a huge international stage, the device’s presence at the WWC sheds light on the lack of funding, research, and access women sports typically have in sports health and science. Will the wearable trend result in a more inclusive space for women athletes? We sure hope so.

In this newsletter, we like to highlight other organizations and their big wins, but allow us to have the spotlight for just a minute.

1M: We have over 1M GISTers across our growing ecosystem of newsletters, socials, and podcasts.

83%: The percentage of GISTers who prefer to support brands that support women’s sports and media.

91%: The ratio of GISTers who are interested in products we choose to share with them.

Assuming you’re a business person or care deeply about women’s sports, we’d love to talk about how we can authentically connect your company with our sought after audience of underserved sports fans.

Despite a smaller staff, NBC will feature more broadcast coverage of the 2024 Olympics than any Games prior. It will also mark the first Summer Games where NBC will utilize live streamed and fully replayed events on Peacock. Bigger is better and better is bigger.

Fox Sports’ “Catch Up With Highlights” will be available during WWC broadcasts thanks to Amazon Web Services AI technology. The tech was used at last year’s men’s WC, during the USFL and MLB seasons this year, and is expected to make its NFL debut this year.

The popular ticketing company is launching a custom app platform that will allow users to manage tickets, upgrade seats, get directions to the venue, shop for concessions and merch, and even participate in sports betting. Sounds cool, but don’t let it distract you from Ticketmaster vs. Swifties.

⚽️ The NWSL and Nationwide announced their 2023 Nationwide Community Impact Program on Monday, culminating in an end of season award.

🏊 Phillips 66 and USA Swimming are celebrating 50 years of partnership, making it the Olympic national governing board’s longest sponsorship.

🏀 FIBA debuted its new LED glass basketball court in Madrid this weekend. Shining shimmering, splendid.

⚽️ This year’s custom Adidas WWC ball incorporated technology geared toward women soccer players.

🛹 X-games posted a sellout crowd at its first in-person event since the pandemic. And, of course, Tony Hawk was there to watch this 13-year-old make history.

❌ New numbers show Twitter (X) is still the GOAT, as Threads engagement gets snagged.

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