Ally will keep on kicking with the NWSL. During halftime of Saturday’s championship, the financial services company announced a five-year extension of its partnership to stay on as the NWSL’s second-largest sponsor (only behind Nike).

The Big 12 Conference is about to score a big payday. According to recent reports, the college sports organization will sign a six-year, $2.28 billion (!!!) extension with broadcasters ESPN and Fox that runs until the 2030-31 season.

This week, commissioner Jessica Berman revealed in an interview that the NWSL earned multiple business victories during a year of record-high engagement with women’s sports.

After surveying 2.5K Americans this month, the National Research Group (NRG) published a study showcasing the growing appetite for women’s sports and identifying areas for improvement.

Minnesota Aurora FC is turning things up a notch. Just months after completing its first season, the pre-professional women’s soccer club is exploring the idea of going pro.

Student-athlete groups have been pushing the envelope on player compensation, with both an antitrust violation complaint and a pay lawsuit against the NCAA making waves recently.

The makeup of Formula One (F1) and its lower-level races are changing.

Two groups are reportedly finalizing bids to acquire the club from owner Merritt Paulson, who remains under pressure to sell following an independent investigation into abuse in women’s soccer.

Broadcasters better have FIFA’s money. Chief business officer Romy Gai said yesterday that FIFA rejected multiple recent bids to air July’s Women’s World Cup because the offers were too low.

As some brands reconsider their relationships with the NWSL following the findings of an independent investigation into its culture of abuse, one very visible league sponsor isn’t — Ally.

Yesterday, the golf association announced a strategic deal with technology services agency Next League, which will involve consulting on business practices and embracing tech.

The college sports organization teamed up with creative agency Translation on Monday to modernize its branding and embed itself in “youth culture.”