This week, Deloitte shared findings from the Athena Pledge, a research collaboration driven by key sponsors to evaluate the marketing potential in women’s sports. According to the data, sponsorships grew 22% YoY across women’s professional leagues, teams, and athletes in 2024.

Happy LPGA season-start eve to all who celebrate. The fairways are trimmed and the greens are rolled, but there’s still plenty of polishing to do before the star-studded Hilton Grand Vacations (HGV) Tournament of Champions — the first tourney of the season — tees off from Florida tomorrow. Fore!

The WNBA continues to wreak havoc with not one but two blockbuster deals yesterday. Though the moves aren’t officially official until February 1st, here’s the latest from the hardwood.

A new report from Front Office Sports revealed that PWHL attendance has risen about 30% thus far compared to last year’s average, but the gains aren’t being felt everywhere. While neutral site and Canadian games have drawn higher-than-average crowds, U.S. attendance remains flat YoY, which could have ramifications on the PWHL’s expansion plans south of the border.

Tennis’ first Grand Slam champions of the year have been crowned, with a new winner in the women’s game and a repeat trophy hoister on the men’s side. Take a bow.

Who needs to wait until March with chaos aplenty in women’s basketball. Let’s catch up on the weekend before another week of on-court action.

It was a weekend full of upsets in men’s college hoops, with five unranked squads earning wins over top-25 teams.

Super Bowl, set — the No. 1 Kansas City Chiefs and No. 2 Philadelphia Eagles punched tickets to New Orleans with yesterday’s respective American Football Conference (AFC) and National Football Conference (NFC) Championship game wins. The stars really have never been closer.

The 2025 NWSL season is less than two months away, and this offseason has already been perhaps the most dramatic ever. The college draft is gone and free agents have more, well, agency than ever before. It’s all because of the league’s landmark 2024 collective bargaining agreement (CBA) that went into effect last July and granted significant power to the players.

And then there were four. With just two weeks until Super Bowl LIX (59), it’s almost time to find out which teams will be ballin’ in the Bayou on February 9th. No matter what people are rooting for, Super Bowl berths are earned on the gridiron — let’s dig into Sunday’s Conference Championship matchups.

As seen from the craze surrounding Victor Wembanyama’s first NBA game on French soil yesterday, the European nation is quickly becoming a basketball hotspot. And it’s not just the NBA that stands to benefit — women’s basketball is primed to capitalize on the American sports trend of going overseas.