On Tuesday, The Women’s Game — the women’s soccer side of the Men In Blazers (MiB) Media Network — released its first capsule collection in collaboration with Olipop (with an assist from Yeti) for its popular podcast, Good Vibes FC.

Yesterday, memorabilia authentication platform The Realest announced a unique partnership that celebrates the 85ers, the 17 members of the first-ever USWNT. On the 40th anniversary of the 85ers’ inaugural soccer match, The Realest launched the first memorabilia collection for the team, which recently launched its own LLC.

After inking a multiyear partnership with the NWSL earlier this year, Tylenol partnered with Wakefield Research to survey 2K U.S. sports fans to explore the pain points for soccer fans attending live sporting events. The results illustrate the natural marketing overlap for healthcare brands, which can utilize beloved women’s sports teams to appeal to fans.

This week, Gotham FC is rolling out a first-of-its-kind partnership with longtime sponsor Dove and girls empowerment brand Rebel Girls (RG), which also signed existing partnerships with LOVB and AUSL after launching its dedicated sports vertical this year.

Last week, ForSoccer highlighted data from a recent YouGov dataset on the marketing potential of soccer fans that play video games. The insights illustrate how these avid fans are savvy and uniquely receptive to brands active in the space — something to consider as new titles like Rematch gain popularity.

Footy fans, rejoice — a Bend It Like Beckham sequel is confirmed and the NWSL is finally back after a month-long international break. Life is good. And with that, here are the biggest storylines heading into the second half of the season.

This week, Deadline broke some welcome news for the Sporty Spice generation: Bend It Like Beckham is returning to the pitch for a sequel. After witnessing the growth of the women’s game and a chance encounter with Emma Hayes, director Gurinder Chadha was inspired to add to the story that motivated a generation.

Twenty-five days, 106 goals, and many missed penalty kicks later, world No. 5 England is the UEFA Women’s Euro champion once again, defeating No. 2 Spain 3–1 in yesterday’s penalty shootout after a 1–1 draw.

Ahead of yesterday’s thrilling championship game, a rematch of the 2023 FIFA Women’s World Cup (WWC) final between England and Spain, UEFA published impressive metrics measuring the tournament’s growth.

It all comes down to this. World No. 2 Spain will take on No. 5 England in the UEFA Women’s Euro final Sunday at 12 p.m. ET, pitting the defending FIFA Women’s World Cup (WWC) champs against the reigning Euro victors.

Sunday’s UEFA Women’s Euro final is close enough to taste — but there’s still one semi to go. Scroll on to learn how the defending champs booked their return to the ’ship before we preview today’s must-win match between No. 2 Spain and No. 3 Germany.