Tennis

Charlotte leads as potential WTA Finals host, which could benefit the banking capital and related financial brands

Charlotte, NC, has emerged as the leading contender to host the WTA Finals in 2027 after the three-year deal to host the WTA’s final tournament in Riyadh, Saudi Arabia, wraps later this year. The North Carolina city is being floated as an option amid geopolitical tensions in the Gulf, which have already affected the sporting calendar.

April 07, 2026

Emma Raducanu leaves Nike for Uniqlo as smaller brands provide unique opportunities for tennis players

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This week, British tennis star Emma Raducanu left Nike to ink a multiyear deal with Japanese clothing brand Uniqlo, following in the footsteps of heavy-hitters like Roger Federer and Novak Djokovic. The move illustrates how athletes and smaller brands have more leverage than ever when it comes to sports apparel giants. Let’s dive in.

February 26, 2026

How Naomi Osaka’s legacy off the court rivals her accomplishments on it

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The intrigue surrounding Naomi Osaka goes far beyond tennis. Born to a Japanese mom and Haitian-American dad, Osaka trained diligently to become one of American tennis’ top stars.

January 31, 2026

Mercedes-Benz announces game-changing WTA partnership to close pay gaps

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December 11, 2025

JPMorgan Chase capitalizes on cool factor in latest women’s sports partnerships

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The US Open tips off today with Fan Week, a pre-tourney event that the final tennis Grand Slam organizers have capitalized on by inviting more fan (and sponsor) participation. While JPMorgan Chase has been a longtime US Open partner, the banking powerhouse is keeping things fresh in its 2025 plans for the Open as it wraps a successful year in women’s sports.

August 18, 2025

SponsorPulse shares data insights on Wimbledon fandom in U.S. as sponsorship opportunities loom

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With Wimbledon coming up, SponsorPulse followed up 2024 data insights on Wimbledon fandom in the U.S., illustrating the fan profile and opportunity for brands to engage as the British Grand Slam faces growth challenges.

June 30, 2025

WTA announces rankings protections for players that undergo fertility treatments

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On Wednesday, the WTA announced it will protect the rankings of players who take time away to pursue fertility treatments like egg or embryo freezing. It’s the latest move from a pro sports organization to formally accommodate athletes’ family planning, demonstrating new ways to compassionately address the unique challenges women athletes face.

June 13, 2025

Rolex’s tennis sponsorship offers blueprint for brands looking to gain ground in women’s sports

Sports Business

Rolex’s tennis sponsorship offers blueprint for brands looking to gain ground in women’s sports

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May 28, 2025

On Sunday, Front Office Sports detailed how luxury watchmaker Rolex has been putting on a decades-long clinic on how to win over tennis fans and become synonymous with the sport. Rolex offers key insights into how brands new to sports (and new brands, period) can capitalize as early adopters in women’s sports.

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The GIST of It Podcast

Ep #555

Home runs and dark horses: Previewing the college softball national tourney

May 12, 2026

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Home runs and dark horses: Previewing the college softball national tourney

Softball is having a major moment this season, so on this episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz head to the diamond to preview the 64-team NCAA national softball tournament which begins on Friday. After consulting with former NCAA softball player (and our senior editor) Lauren Tuiskula, the gals have the low-down on the storylines you need to know, from a record-breaking season of home runs to explaining how the national tourney works. Batter up.