You’ve heard of mega-agencies serving hundreds of athletes, boutique ones catering to a select few, and emerging ones focusing on women athletes only. Last month, industry veteran Misha Sher launched his own agency, One of Not Many (ONM), after seeing gaps in the way women athletes build their careers after hanging up the cleats. Sher chatted with us last month about why he launched ONM and how he plans to make his roster of four athletes — which includes former USWNT and NWSL standout Ali Riley and Arsenal forward Alessia Russo — stars in their next chapter, too.

Yesterday, Gotham FC hosted the Washington Spirit at Citi Field in Queens, NY, marking the first NWSL game at the venue, which is more accessible for many New Yorkers. The game sold over 40K tickets, beating the club’s single-game attendance record and NYC’s record for a women’s sports event. Let’s look at the marketing that helped this game stand out.

Last month, retired women’s soccer stars and lifelong friends Julie Ertz and Kealia Watt launched their Style of Play podcast in what seems like a perfect moment. Not only is this undoubtedly the “summer of soccer” on U.S. soil, but everyone seems to be thinking about how to build momentum ahead of the 2027 FIFA Women’s World Cup.

The elite track & field business model is complicated, especially when it comes to athlete pay. The competitors shine globally every four years at the Olympics but, beyond that, fandom and media attention are devoted yet niche, which is why startup leagues like Athlos are trying to reach a wider, year-round audience. Athletes are also considering new, innovative ways to navigate today’s landscape. We recently spoke with Colleen Quigley, a former Olympic steeplechase competitor and Meridia co-founder who’s breaking the mold of the sport’s team structure with a new sponsorship and revenue-sharing model.

The NWSL’s Gotham FC made a huge announcement this week: In 2028, the team will move from New Jersey’s Sports Illustrated Stadium to Etihad Park, the massive, all-electric stadium being built in Flushing, Queens.

Following success in year one, the PWHL announced the expansion of its PWHL Summer Camps program to over 30 events across 16 U.S. and Canadian cities. The camps — which feature PWHL staff and players — will take place over the next two months and welcome all ages and skill levels.

On Friday, the NWSL shared midseason KPIs and milestones that illustrate explosive, multidimensional growth. The league saw gains across every major metric — a positive sign in the lead up to the 2027 FIFA Women’s World Cup.

The WTA is embracing storytelling opportunities around its global (and highly-marketable) athletes. In May, the women’s tennis league debuted Style Unpacked, a docuseries that paired WTA athletes with world-class stylists. Last week, the WTA recalibrated that formula with WTA Tour Bites, an original series that tells personal stories through the lens of food.

It’s a rare and special moment when soccer is the mainstream sport in North America, one American soccer (specifically, the NWSL) wants to sustain after the crowds head home. In May, the women’s soccer league announced its Summer of Soccer initiative to capitalize on WC fervor. In June, we spoke to NWSL CMO Rachel Epstein about why the league has “locked arms” with FIFA and how the tourney can be an entry point for sustained footy fandom.