Hartbeat — the new multichannel entertainment company founded by comedian Kevin Hart — is diving deep into the basketball world with a WNBA–driven partnership. Yesterday, Hartbeat announced its partnership with Pacers Sports & Entertainment (PS&E) to serve as its official “cultural curator” to merge sport, entertainment, and culture in Indiana and beyond.

Women’s sports are the moment, but they’re more than a temporary zeitgeist. Women athletes are being centered in pop culture beyond just being athletes — they’re becoming beacons with sway in fashion and lifestyle trends, something streetwear and high fashion brands should try to capitalize on.

Last Wednesday, Prime Video announced the March 6th premiere date of For The Win, the docuseries covering the 2024 NWSL playoffs. While sports documentaries have been a mainstay in men’s sports for years, women’s soccer is now getting movie star treatment as media companies and brands recognize the market interest in covering the pitch.

It’s no secret that the NBA has been losing viewership in recent years, something the league has often sought to address with creative and successful solutions inspired by women’s basketball. These learnings could lead to increased collaboration between men’s and women’s hoops, including a shift in how the men’s game interacts with the women’s.

The stardom of UConn women’s basketball sensation Paige Bueckers has continuously risen throughout her college career, culminating in what could be her most successful (and profitable) season yet.

The NWSL kicked off an expansive content partnership with youth sports media brand Overtime yesterday, marking the Gen Z–driven company’s first deal with a pro women’s league. By partnering with the popular social media brand, the NWSL will be able to meet younger soccer fans where they are and cultivate new fandom within the next generation.

Yesterday, NJ/NY Gotham FC inked a multiyear deal with Dove that includes a back-of-jersey sponsorship, reportedly breaking the NWSL’s $500K record for a back-of-jersey logo deal. After years of low turnout, the NYC–adjacent NWSL team has finally been able to take advantage of being in the biggest metro area thanks to big-name signings and on-field success.

Saudi Arabia’s Public Investment Fund (PIF) is stepping up its golf investment on the women’s side. The PIF was announced yesterday as the new title partner of the Saudi Ladies International event, which will feature a $5M prize pool — one of the largest in women’s pro golf outside of the LPGA’s five majors and a few other LPGA Tour events.

In the wake of Super Bowl Sunday, the symbiotic relationship between sports and music has become more evident than ever as it continues to create opportunities to reach new fans. Here are a few examples of how brands have utilized the connection between these two industries.

Unrivaled is leaning into its name with its inaugural 1v1 tournament, an uncommon format in pro basketball leagues like the WNBA and NBA. Although the idea of an in-season tournament and a casual 1v1 knockout tourney isn’t new, capitalizing on both concepts in a professional league is.

Last week, UK research group Women’s Sports Trust published a report illustrating how 2024 interest in women’s sports UK audiences has grown for both domestic and international properties. In an increasingly intertwined sports landscape — especially in women’s soccer — these insights are meaningful for marketers at home and abroad.

Yesterday, Front Office Sports confirmed a women’s sports first: Two pro women’s teams from different leagues will share a new multimillion practice facility in Portland, Oregon. While six other cities have both WNBA and NWSL teams like Portland will in 2026, only PDX boasts both teams under the same ownership umbrella.