Yesterday, the league inked a multiyear deal with Discount Tire and one of its top-selling brands, Continental Tire, that will take advantage of the WNBA’s growing broadcast and digital value and marks the tire companies’ first partnership with a U.S. women’s sports league.

The NCAA softball competition reached new viewership highs when Oklahoma scored its third consecutive championship on Thursday, strengthening the tournament’s business bonafides along the way.

On Friday, the WNBA superteam inked a deal with Shady Grove Fertility (SGF), becoming the latest women’s sports team to help amplify fertility information and resources.

Following Tuesday’s shocking merger between the PGA and LIV Golf, sponsors and broadcasters now face a conundrum around staying involved in men’s golf — and normalizing sportswashing in the process.

Yesterday, it launched Big 12 Mexico, which will see the college sports conference host several exhibition games in the country and become the first of its NCAA counterparts to build a presence outside of the States.

Yesterday, the Chicago Sky revealed that it sold 10% of the franchise to eight investors, pocketing $8.5M in the process.

The move marks the largest win yet for Saudi Arabia’s sportswashing campaign and will likely change the sport as we know it.

Last Friday, the women’s sports organization announced a doubleheader showdown during August’s Little League Softball World Series in order to promote the sport’s whole ecosystem.

UEFA celebrated Saturday’s Women’s Champions League (UWCL) final with a handful of business wins, showcasing the ever increasing value of women’s club soccer on the continent.

The airline immersed itself in the women’s golf landscape on Tuesday by signing deals with four athletes, part of Delta’s prep for this weekend’s Mizuho Americas Open — and the anticipated professional debut of Rose Zhang.

On Wednesday, the snack company renewed its partnership with FIFA to become the latest sponsor for July’s Women’s World Cup (WWC) and revealed its plans for its largest-ever investment in women’s sports.

According to a report last week, the Football Association’s (FA) brand-new sponsorship guidelines could put a serious dent in players’ existing endorsement deals weeks before the WWC kicks off on July 20th.