Women’s sports will conquer new territory in 2026: the classroom. Simmons University in Boston makes history this fall with the first cohort of its Women’s Sports Business Program. Matriculated students will earn a Master of Science in Management (MSM) with a Business and Leadership in Women’s Sports Concentration, the first of its kind. The development is unsurprising for the historically female institution. At the time of its founding in 1974, the Simmons School of Management (SOM) offered the world's first MBA program designed specifically for women, and over 50 years later, Simmons is making way for even more progress.

Any way you slice it, the 2026 WNBA All-Star Weekend (ASW) in Chicago was a true success, from impressive attendance at the game itself to the many brand activations and presidential pep talks. The event celebrated the power of women’s sports and showcased the profitability of the W. Reaching new heights.

Budget-friendly retailer T.J. Maxx has been stepping up its women’s sports sponsorship game in recent years, partnering with ESPN, Boston Legacy FC, and over 55 women athletes, coaches, and broadcasters. At this year’s ESPYs, it doubled down on visibility with one of its top athlete ambassadors: rugby star Ilona Maher.

Last week, the WNBPA announced a partnership with Forme, a unique sports apparel company with patented wearable tech that improves posture (just ask Taylor Swift). We spoke with WNBPA president Nneka Ogwumike, WNBPA executive director Terri Carmichael Jackson, and Forme founder Dr. Stephen Liu about the deal and the opportunities for medtech start-ups in sports.

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.

This summer, AT&T featured Angel City FC captain Sarah Gorden and Texas Tech soccer standout Kylie Bahr in its popular “She’s Connected” campaign, which the telecomms brand launched in 2020 to spotlight women athlete entrepreneurs. Last week, we spoke with AT&T assistant vice president, sponsorships & experiential Sabina Ahmed about the success it’s seen by investing in women athletes.