In December 2024, girls empowerment brand Rebel Girls entered the sports chat for the first time, making a splash through partnerships with two emerging women’s sports leagues: LOVB and AUSL. Rebel Girls saw its audience of Gen Alpha girls organically respond to its sports-centric content, so the brand leaned in. Over a year later, Rebel Girls is going even deeper into the sports world. Rebel Girls announced four new sports-inspired series this week, while also naming 14-year-old Pepper Persley as its first-ever brand ambassador and Emma May-Bradley as chief content and marketing officer.

Things happen fast when you’re rapper Flavor Flav. The ‘90s icon is known for his avid women’s sports fandom after supporting athletes during Paris 2024. Initially a fan of the Team USA women’s water polo team, Flav extended his endorsement to many more athletes, and the same happened at the Winter Olympics.

Let’s be clear: Advertisers do portray mothers across advertising, more so than women without children. But the standard portrayal features mothers as caretakers engrossed in domestic tasks and has changed little since the 1950s.

Super Bowl (SB) ads are often a pulse check on trends in the year to come, at least from an advertising perspective — after all, these are the companies betting big on reaching the most Americans possible in a single spot. And this year, many SB ads featured AI companies and some were even created by AI, although a majority of SB viewers didn’t like them.

Annika Malacinski has the kind of Olympic story media outlets and marketers dream of. The 24-year-old daughter of a ski instructor grew up in Steamboat Springs, Colorado — one of the only areas in the U.S. with the infrastructure to facilitate Nordic combined, a marriage between cross-country skiing and ski jumping.

Softball. Baseball. Lacrosse. What do these sports have in common? In 2025, they all fielded brand-new professional women’s leagues.

On Monday, Wasserman’s The Collective published the third part of its extensive research on the economy of women’s sports and the influence of women fans. In this edition, The Collective focused on the growth of the women’s sports ecosystem, studying macrotrends exemplified by increased private equity (PE) investment and infrastructure investment.

After months of financial difficulties, track & field league Grand Slam Track (GST) — spearheaded by Olympic legend Michael Johnson — officially filed for bankruptcy last week. As popular Olympic sports try to extend their reach beyond the global competition, GST presents a cautionary tale as it endured common issues faced by upstart sports leagues.

WAGs are where it's at