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Jordan Chiles and Pure Leaf highlight the value of athlete brand partnerships from both sides

In April, we spoke with UCLA and Olympic gymnast Jordan Chiles about how she’s building out her brand portfolio and why brands want to work with her. And on Thursday, we also spoke with Zach Harris, VP and GM of the Pepsi Lipton Partnership North America, who oversees marketing for iced tea label Pure Leaf.

Sportico, CNBC share differing WNBA valuations that both prove rising value of the league

Sportico, CNBC share differing WNBA valuations that both prove rising value of the league

Sportico, CNBC share differing WNBA valuations that both prove rising value of the league

Over the weekend, both Sportico and CNBC shared their estimated valuations for all WNBA teams. While both outlets came to the same conclusion — the Golden State Valkyries are the highest-valued team — they ended up with different calculations, likely because CNBC included the Toronto Tempo and Portland Fire and Sportico did not. Let’s crunch the numbers.

Cherie DeVaux becomes first woman trainer to win the Kentucky Derby

Cherie DeVaux becomes first woman trainer to win the Kentucky Derby

Cherie DeVaux becomes first woman trainer to win the Kentucky Derby

A horse named Golden Tempo defied the 23-1 odds during the 152nd Kentucky Derby on Saturday, surging from last-place to win the Run for the Roses. With the victory, Cherie DeVaux became the first woman horse trainer to ever win the famed race — and her story is a true tale of groundbreaking grit.

Breaking down a weekend of Game 7s on the hardwood and the ice

Breaking down a weekend of Game 7s on the hardwood and the ice

Breaking down a weekend of Game 7s on the hardwood and the ice

While the first of the NHL conference semis started with a bang, this weekend was all about the best two words in sports — Game 7 — with three do-or-die NBA playoff games and another in the NHL. That’s a whole lot of heart-pumping action.

Breaking down a weekend of Game 7s on the hardwood and the ice

Breaking down a weekend of Game 7s on the hardwood and the ice

Breaking down a weekend of Game 7s on the hardwood and the ice

While the first of the NHL conference semis started with a bang, this weekend was all about the best two words in sports — Game 7 — with three do-or-die NBA playoff games and another in the NHL. That’s a whole lot of heart-pumping action.

How one NWSL team built a regional culture from the ground up

How one NWSL team built a regional culture from the ground up

How one NWSL team built a regional culture from the ground up

In March, we interviewed Courage COO Ralph Vuono about winning fans in an atomized regional culture, and how the club plans to further energize Courage Country — and prospective sponsors.

Breaking down the 2026 Women’s Elite Rugby season

Breaking down the 2026 Women’s Elite Rugby season

Breaking down the 2026 Women’s Elite Rugby season

A sports league where you can watch every game for free? Yes, please. Women’s Elite Rugby (WER), the 15-a-side rugby union league captivating sports fans begins its second season tomorrow at 5 p.m. ET. Let’s ruck and roll.

Sports Business

Brand interest in new fencing, dance leagues illustrate marketing power in “niche” sports

April 30, 2026

Two new leagues — the World Fencing League (WFL) and International Dance League (IDL) — are gearing up to serve avid fandoms for niche sports. But are they really that niche? Maybe not, and brands are counting on that wide appeal. Let’s boogie.

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The GIST of It Podcast

Timothee Chalamet’s manspreading and hot takes on PWHL postseason

April 30, 2026

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Timothee Chalamet’s manspreading and hot takes on PWHL postseason

Timothee Chalamet’s manspreading and hot takes on PWHL postseason

The puck drops now — literally. The PWHL Playoffs begin tonight when the No. 2 seed Boston Fleet take on the No. 4 Ottawa Charge, making this episode of The GIST of It the perfect time for co-hosts Ellen Hyslop and Steph Rotz to preview the four-team competition. Who will hoist the coveted Walter Cup? The girls have thoughts — and they’re spilling.

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PWHL shares impressive growth numbers as new brand partners embrace the league’s value

The PWHL is getting bigger and better each year and has the data to prove it. This week, the league shared metrics from its third regular season that illustrate a continued rise in fan demand. And that interest is driving more and more sponsorships, with new categories constantly joining the fold.

Everything you need to know about the 2026 PWHL playoffs

Everything you need to know about the 2026 PWHL playoffs

Everything you need to know about the 2026 PWHL playoffs

Death, taxes, and Montréal winning the regular season — the Victoire earned the No. 1 seed for the second time in three years. But that success hasn’t translated to the playoffs: They have yet to make a Walter Cup final, losing in the semis in both playoff appearances despite owning home-ice advantage.

American sprinter Allyson Felix unretires, intends to compete at 2028 LA Olympics

American sprinter Allyson Felix unretires, intends to compete at 2028 LA Olympics

American sprinter Allyson Felix unretires, intends to compete at 2028 LA Olympics

Legendary American sprinter Allyson Felix, the most decorated female track & field athlete in Olympic history, announced her comeback on Monday. The 40-year-old Felix intends to compete at the 2028 LA Games — and yes, she’s aware it’ll be an uphill climb.

An NBA and NHL Playoff update

An NBA and NHL Playoff update

An NBA and NHL Playoff update

Gotham FC teams up with NYC mayor Zohran Mamdani on shared message of affordability

Gotham FC teams up with NYC mayor Zohran Mamdani on shared message of affordability

Gotham FC teams up with NYC mayor Zohran Mamdani on shared message of affordability

FIFA men’s World Cup tickets are expensive: Fans know it, Gotham FC knows it, and NYC mayor Zohran Mamdani knows it. So in an initiative to make local soccer more affordable, the NWSL club teamed up with Mamdani to sell 1K tickets for its May 9th home game for $5 each, and they sold out in under an hour — and Gotham’s working to offer another 500 more at this price.

No. 1 seed Montréal Victoire select No. 3 Minnesota Frost as semifinal opponent

No. 1 seed Montréal Victoire select No. 3 Minnesota Frost as semifinal opponent

No. 1 seed Montréal Victoire select No. 3 Minnesota Frost as semifinal opponent

The regular season is in the books and the playoff matchups are officially set ahead of postseason puck drop on Thursday. That means it’s time for the league’s innovative rule book to really shine — let’s brush up.

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