After signing recent WNBA and NWSL partnerships, Google wanted to further support athletes in these leagues. So it worked with rights licensing agency OneTeam Partners to form a historic partnership yesterday with the WNBPA, NWSLPA, and USWNTPA that makes Google Pixel the official mobile phone of the unions and the sponsor of marquee union events.

Parity, the sponsorship platform dedicated to connecting brands with women athletes, helped land an especially delicious brand deal last week. Last Wednesday, the Minnesota Pork Board announced that synchronized diving duo Kassidy Cook and Sarah Bacon are joining Team Pork with the hashtag #CooknBacon.

On Friday, the National Olympic Committee (NOC) of Saudi Arabia and the International Olympic Committee (IOC) finalized a 12-year deal that awards the Gulf nation hosting rights of next year’s inaugural Olympic Esports Games.

Following parent company Warner Bros Discovery’s (WBD) decision to add live men’s sports to HBO in October, revamped WBD-owned channel TruTV and Max — HBO’s streamer announced their first-ever USWNT alternative telecast (aka altcast) yesterday.

On Wednesday, SponsorUnited (SU) released its first “State of the Market Marketing Partnerships Report,” offering unparalleled insight into marketing dollars’ reach in various sports markets. The research shows that while the average team sponsorship deal cost $935K in 2023, the dollar goes further in some locales than others.

Today, ESPN will debut In The Arena: Serena Williams, an intimate behind-the-scenes docuseries reviewing the biggest moments of the 23-time Grand Slam singles champion’s career. As just the second athlete to headline the award-winning project —Tom Brady’s Man in the Arena won a 2022 Sports Emmy — Williams is (yet again) in rare company.

The sports world is hungry to attract a Gen Z and Gen Alpha audience, and one way to do that may be partnering with Twitch streamers like Kai Cenat. Cenat, who’s already making headway in the NBA and sneaker space, pulls historic streaming numbers from young audiences, offering a whole new demo to women’s sports leagues.

After putting its controlling stake up for sale in March, Angel City FC is seeing even more big-name buy-in. As mentioned on Wednesday, longtime Disney CEO Bob Iger and his wife, USC journalism school dean Willow Bay, are reportedly purchasing that controlling stake in the NWSL club, which now has a reported valuation between $250M and $300M.

Despite the rising popularity of women’s soccer in the U.K., the standing of Reading FC Women has dipped from bad to worse. Per SportsPro Media, the team, which played in the second-tier Women’s Championship (WC) last season, recently applied for fifth-tier status as finances have rendered the club unable to meet WC’s compliance requirements.

Athletes Unlimited (AU) just recruited a major heavy-hitter to headline their brand-new softball league: MLB front office veteran Kim Ng. The longtime baseball exec and first-ever female MLB general manager (GM) is now joining the Athletes Unlimited roster as a senior advisor to oversee the development of the Athletes Unlimited Softball League (AUSL).

U.S. Olympic rugby (and TikTok) star Ilona Maher and former NCAA swimmer Ann Ragan Kearns launched a skincare line today, called Medalist. The brand’s products are specifically designed for women athletes, which involved rigorous testing from Maher and other athletes across different age groups and sports.

The Women’s Super League (WSL) is getting bigger and better, and the numbers continue to prove it. After the season wrapped in May, new data from the Women’s Sport Trust (WST) and Future Sport & Entertainment indicate UK soccer fans are spending more time watching WSL matches than ever before.