The National Football League is serious about expanding its fan base. The NFL is partnering with The GIST, the women-led sports media brand, to help it better engage with Gen Z and millennial women. The GIST, founded in 2019 by college friends Ellen Hyslop, Roslyn McLarty and Jacie deHoop, is a multimedia company that aims to provide equal coverage to women’s and men’s sports through its newsletter, podcast and social posts. It has more than 1 million newsletter subscribers. The GIST notes that fewer than 15% of sports journalists are women and less than 5% of coverage focuses on female athletes and non-binary individuals. The GIST will create innovative gamification content for the NFL, including weekly free-to-play games and playoff brackets tailored to The GIST community. The partnership builds on the organic “Taylor Swift Effect,” where the pop star’s presence at Kansas City Chiefs games has significantly boosted the NFL’s female audience.