The ninth annual SheBelieves Cup kicks off tomorrow, with four of the world’s best women’s footy squads competing in a preview of this year’s Paris Olympics. Oui oui.

Women’s sports heavy-hitter Ally announced its latest major partnership yesterday, becoming the official retail banking partner of The Soccer Tournament (TST). Expanding on its previous investment in TST’s inaugural tournament last year, the new sponsorship brings Ally another step closer to reaching its 50/50 Pledge by the end of 2027.

After a successful inaugural W Gold Cup, the NWSL and Liga MX Femenil — Mexico’s top pro women’s soccer league — will compete in the first-ever NWSL x Liga MX Femenil Summer Cup this year. Similar to Europe’s UEFA Women’s Champions League, it further proves the viability of international women’s soccer tourneys in the Western Hemisphere.

Private equity (PE) giant Carlyle Group and MLS' Seattle Sounders agreed to purchase Seattle Reign FC for $58M, up from the NWSL club’s $49M October valuation. After the surprise sale of the San Diego Wave for $120M, this makes Reign FC the second NWSL team sold within a week, with both fetching more than their previous valuations.

Beyond the Madness, it was a truly incredible weekend for women’s sports, with records broken across the PWHL and NWSL.

The NWSL is selling like hot cakes — within the last week, two of its highest-valued franchises have put up the ‘for sale’ sign. A day after the San Diego Wave announced its impending $120M sale, Sportico reported that Angel City hopes to sell a controlling stake amid ownership friction.

Beyond arming each team with splashy new kits, the league is evolving to stay competitive with Europe’s pro women’s leagues, like England’s Women’s Super League (WSL), Spain’s Liga F, and France’s Division 1 Féminine.

Commerce behemoth Amazon is expanding its recent NWSL media rights deal through a multiyear partnership with the league that involves Amazon Prime and Amazon Web Services (AWS). Additionally, the deal makes Amazon the exclusive retail partner of the NWSL and an official licensee.

The Women’s Super League (WSL) is enjoying a 43% attendance boost YoY, with Arsenal leading the way in proving that the league deserves a bigger stage. While popularity and crowd sizes do vary among clubs, the overall numbers show upward trends across the board.

The inaugural Concacaf W Gold Cup championship match is set with the No. 2 USWNT advancing to face No. 11 Brazil on Sunday at 8:15 p.m. ET, but the road to get there was, in fact, a river.

24 Hour Fitness is bulking up its existing NWSL ties. After renewing and expanding its year-long sponsorship of San Diego Wave FC last month, the gym brand signed a multiyear deal yesterday to become a founding level partner of Angel City FC.

As the UK further invests in expanding its women’s soccer footprint, governmental agency UK Sport shared its ambitions to host the country’s first-ever FIFA Women’s World Cup (WWC) in the 2030s.