The agency and brand join forces to highlight the rising trend in women’s sports for brands
NEW YORK, May 21, 2025 /PRNewswire/ — Creative and innovation agency Barbarian and fan-first sports media brand The GIST have partnered to launch the official guide to women’s sports marketing for brands, through a report titled Women’s Sports: Where Smart Brands Win, accompanied by the Future of Fandom in Women’s Sports Survey, a data-driven analysis exploring the trends and emerging behaviors among fans of women’s sports.
Barbarian and The GIST partner to launch the Women’s Sports: Where Smart Brands Win report
In continuation of the ongoing women’s sports celebration, the agency and media brand are highlighting the rising trend in this space as an opportunity for brands and organizations to connect authentically with their audiences. Driven by passionate fans, cultural momentum and digital engagement, women’s sports are undergoing a pivotal transformation — and the report and survey offer a comprehensive look at the key drivers shaping this evolving landscape.
“Women are redefining what it means to be a sports icon, while women’s sports continue to pave the way within the landscape,” said Jo Hayes, Executive Director of Strategy at Barbarian. “Our report highlights a distinct and unique moment for brands to authentically connect with this movement and be part of the cultural shift that we’re witnessing. The opportunity to engage with this growing wave of influence is now, and it will only get stronger from here on out.”
Unlocking the formula for what drives a brand’s cultural relevance in the women’s sports space, the report is guided by their cultural operating system — a custom framework that reveals how the interaction of community, connectivity, amplification and value can be a driver for brand relevance as women’s sports gain influence. This framework helped guide the research that shaped the insights presented in the report: Paradigm Shift, Survey Results, Audience, Influence and Trends.
Paradigm Shift When it comes to the new era of women’s sports, the proof is in the numbers. Exploring the evidence behind the changes in women’s sports viewership, marketability and fandom, the report debunks the myths that there is low interest in the category, that women’s sports are not entertaining or profitable, and that the fans of women’s sports aren’t true fans.
Survey Results With responses from 827 participants, Barbarian and The GIST uncovered four key shifts transforming how fans are connecting with women’s sports:
The scoreboard is just the beginning — today’s fans want the whole story. 68% of Gen Z prioritize funny posts and also enjoy trendy content — a stark contrast to older generations who dismiss these as insignificant.
The rise of the “Off-the-Field Fandom.” 79% of women equally value game highlights and personal stories, seeing athletes as 360 degree icons (e.g., A’ja Wilson)
The game is changing the world. Fandom now intersects with social progress — body positivity (66% engagement) and mental health advocacy (65%) are just as important as traditional metrics like win-loss records (69%) to younger generations.
The watch party — all glown up. As attendance is a sign of devotion for fans, there’s been a shift in where they’re showing up. Millennials and Gen Z women want to view and celebrate in women’s sports bars (37%) over older generations.
Audience A new generation of sports fans are the driving force behind the shifting landscape in women’s sports culture — Barbarian and The GIST call them Gen W. Understanding this audience is crucial for brands as fans of women’s sports are 3.5x more likely to promote a product promoted by a women athlete than any other type of influencer, four times more likely to follow sports stars on social media, 30% more likely to engage with a brand compared to men’s sports fans and 67% are earning more than $100k.
Influence Once overshadowed by men’s sports, today, female athletes, creators and influencers are generating buzz across the social sphere. From WNBA player Angel Reese to sports content creator Mariah Rose or Gen Z social media star and tennis phenom Coco Gauff, the recent momentum is changing the narrative, as well as athletes like Simone Biles, Sunisa Lee, Sha’Carri Richardson and Ilona Maher fueling dialogue at the 2024 Summer Olympics.
Trends The past year has seen a shift toward celebrating women, with female athletes emerging as conduits and cultural leaders of modern womanhood and motherhood. This shift is reflected in everything from the use of “mother” to honor role model athletes, to new expressions of beauty, inclusive fan spaces like women’s sports bars and bold contributions to fashion and the social ecosystem.
“The digital era has completely transformed sports culture, making it more accessible than ever,” said Jacie deHoop, Co-Founder of The GIST. “Today’s fans can connect directly with the stories, athletes and teams they care about through platforms that put them in the driver’s seat. For women’s sports, this means real, powerful growth driven by a community of fans who feel seen and heard. I’m excited to see digital media continue to fuel this movement and drive inclusivity in sports, bringing the stories and excitement of women’s sports to an even wider, more passionate audience.”
Diving deeper into these shifts and what they mean for brands, the full Women’s Sports: Where Smart Brands Win report can be found at futureofsports.wearebarbarian.com. As the momentum continuously leans upward, the research points to what’s next: a deeper investment in women’s sports as the industry continues to shift toward greater visibility, equity and long-term opportunity.
About Barbarian Barbarian is a creative and innovation agency that is dedicated to helping brands find better ways to interact with their audiences in today’s rapidly evolving cultural and technological landscape. We combine world-class tech expertise and relentless creativity to unlock potential in every interaction. Since 2001, Barbarian’s legacy of creativity and innovation has been a driving force behind industry-changing work for some of the world’s greatest brands.. From breakthrough campaigns to reimagined brand experiences, we pride ourselves on a commitment to inclusive and courageous innovation that guides everything we do as we shape the future of our client’s digital narratives.
About The GIST Founded in 2017, The GIST is a women-led, inclusive sports media brand that’s leveling the playing field in sports. By providing engaging and accessible content through delivering top headlines in witty newsletters, and keeping sports fans informed and entertained via podcast and social media, The GIST is reshaping the sports industry and reinventing the dialogue around sports by providing equitable coverage to men’s and women’s sports. Dedicated to addressing the subjects and perspectives that have often been ignored, The GIST is rapidly growing an inclusive and empowering community for all sports fans. For more information on how The GIST is shaking up the sports industry, visit thegistsports.com or follow The GIST on TikTok (@thegistsports), Instagram (@thegistusa, @thegistca) and X/Twitter (@thegistusa, @thegistca).
SIOUX FALLS, S.D. – South Dakota State junior Joslyn Richardson was one of four repeat honorees on the 2025 Summit League Volleyball Academic All-League Team released by conference officials Monday. A total of seven volleyball athletes league-wide were named to the team that was voted on by the membership’s faculty athletic representatives and sports information directors.
Richardson, a two-time Summit League Scholar of the Championship presented by JLG Architects, collected the second all-academic honor of her career.
Richardson played every match as the Jackrabbits’ libero in 2025 and led the team in digs per set with 3.31. She also set a new program record with 41 ace serves this year.
To be eligible for the Academic All-League team, a student-athlete must have a cumulative grade point average of at least 3.30 (on a 4.0 scale), completed at least one full academic year at the current institution and participated in 50 percent of their team’s competitions.
Nominations are brought forth by sports information directors from the league’s ten institutions and voting is conducted by both the SIDs and facility athletic representatives (FARs). The team is made up of the seven student-athletes receiving the most votes with all ties standing.
2025 Summit League Volleyball Academic All-League Team
MADISON, Wis. — In a surprising move on the volleyball court, Una Vajagic has announced that she is entering the transfer portal. This news is a stunner for Badger fans, as the sophomore ranked second on the team in kills and becomes the first Badger starter to leave since their national semifinal run.
Vajagic was expected to take on a larger role next season with the graduation of Mimi Colyer and Carter Booth. However, head coach Kelly Sheffield is already taking steps to replenish the roster, bringing in Florida’s Jaela Auguste, a Middle Blocker, and Eva Travis, an Outside Hitter from UC-Santa Barbara.
Looking ahead, there is promising news for Wisconsin volleyball. According to PrepDig, Wisconsin boasts the #1 recruiting class in the nation, incoming in 2026. This signals a bright future for the program despite the unexpected departure of Vajagic.
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PRINCETON, N.J. – The Tigers were picked to finish fourth in the EIVA preseason poll, announced Monday. Mason Rice and Ryan Vena were named EIVA preseason players to watch.
With 26 points, Princeton is fourth in the rankings behind Penn State, which was unanimously selected first, NJIT, and George Mason.
Vena and Rice were named players to watch by the EIVA coaches. Vena, a senior middle blocker, was a First Team All-EIVA honoree in 2025. Rice, a sophomore pin, was named to the Second Team All-EIVA after a breakout freshman season.
In 2025, the Tigers went 15-11 overall and 10-2 in the EIVA, winning the EIVA regular season championship before falling to Penn State in the EIVA tournament finals.
The Tigers will kick off the 2026 season on January 3rd as they take on Toronto Metropolitan on the road in Canada. First serve is set for 8 p.m.
SIOUX FALLS, S.D. – Senior middle blocker Ally Barth has been named to the Summit League Volleyball All-Academic Team for the first time in her career, the league office announced on Monday afternoon.
Barth boasts a 3.94 GPA in Management Communication and was one of seven players in the Summit League to earn a spot on the Academic All-League Team. The Verona, Wis., native was also named to the CSC Academic All-District Team for the third time in her career earlier this month.
To be eligible for the Academic All-League team, a student-athlete must have a cumulative grade point average (GPA) of at least 3.30 (on a 4.0 scale), completed at least one full academic year at the current institution and participated in 50 percent of their team’s competitions, except pitchers who must have participated in 20 percent of their team’s total contests.
Nominations are brought forth by sports information directors from the league’s participating members, and voting is conducted by both SIDs and FARs.
The full Summit League release can be viewed here.
FAIRFAX, Va. – The George Mason Men’s Volleyball team has been selected to finish third in the 2026 EIVA Preseason Coaches Poll, the conference announced Monday afternoon. The Patriots are only behind Penn State and NJIT, with the Nittany Lions claiming the unanimous choice to top the group for the second straight year.
George Mason ended their 2025 season with a 16-13 overall record and a conference record of 6-6. After sweeping Charleston (WV) in the first round of the EIVA tournament, the Patriots’ season came to a close when they lost 3-1 to top-seeded Princeton in the semifinals
Redshirt senior outside hitter Liam French and sophomore middle blocker Alexander Lillie were also selected to the 2026 EIVA Players to Watch list. French played 72 sets from 24 matches and scored 233 points with 191 kills. The Virginia Beach, Va., native also had 29 service aces, the second-most on the team, as well as a .242 hitting percentage, 57 digs and 22 blocks. French recorded a season-high of four service aces against Charleston (WV) on April 23rd.
Lillie’s freshman campaign was a decorated one, as he was named a three-time EIVA Defensive Player of the Week and was also selected to the EIVA First-Team. The Ronkonkoma, N.Y., product appeared in 82 sets across 24 matches and recorded 30 solo blocks, which was the second-most in the country. In total, his 94 blocks with 1.132 blocks per set was good enough for ninth-best in the country as well.
George Mason starts off the 2026 season in Salisbury, N.C., on January 10th when the Patriots face off against Catawba College. After two more away games in Columbus, Ohio, against Ohio State (Jan. 15) and Long Beach State (Jan. 16), the Patriots will host their home opener against Merrimack on Jan. 24th at 6 pm at the Recreation Athletic Complex (RAC).
Flathead High School on Friday announced the resignation of head coach Emily Russell, who had led the Bravettes Volleyball program for the past six years.
The Flathead Activities Department will begin the hiring process after the holiday break, aiming to present a candidate recommendation to the Board of Trustees by February, according to a press release from the school.
“We are excited about the level of work ethic and talent that our returning players bring to the program,” Matt Allison, assistant principal and activities director, said. “The Flathead Activities mission is developing champions in life and tomorrow’s leaders.
“We will continue to push our student-athletes and this program forward.”
Russel took the helm of the program for the 2020 season, marking a return to her alma mater where as a player she helped lead the Bravettes to the school’s most recent hardware finish at the state tournament.
“A Flathead High School alumna and former setter on the 2012 state runner-up team, Russell returned to her alma mater with a passion for the program and a commitment to developing student-athletes both on and off the court,” the school said in the press release.
During her time as a coach with the program — one year as an assistant coach and six years as head coach — Russell led the Bravettes to the Class AA state tournament in 2021 where the team finished 1-2.
That state tournament appearance proved to be the winningest season during Russell’s tenure. The Bravettes finished the 2025 season 5-21 overall and 4-10 in the Western AA conference. Both the 2024 and 2025 seasons came to a close with 3-0 defeats in Class AA state tournament games.
“We are excited about the level of work ethic and talent that our returning players bring to the program,” Allison said. “The Flathead Activities mission is developing champions in life and tomorrow’s leaders. We will continue to push our student-athletes and this program forward.”
