Believe it or not, it’s nearly time for the conference finals with two tickets already punched by the Indiana Pacers and Minnesota Timberwolves. That said, there are still some lingering questions keeping us up at night. Forget counting sheep — let’s dig in.

Yesterday, the WNBA announced that partner CarMax activated its Tip-Off Test Drive promotion once again, meaning fans can catch the beginning of the season on WNBA League Pass for free. Sponsoring exclusive, free content is a fantastic way to rev up positive brand association, which is especially key in a space where consumers reward their favorite sponsors.

With the WNBA season tipping off tomorrow, we’re seeing an increase in aspirational companies choosing to partner with the W. And according to the latest data insights from Sports Innovation Lab (SIL), there’s a reason why brands like Fenty Beauty are choosing the WNBA, especially teams like the NY Liberty and Golden State Valkyries.

You already know making a pro hockey playoff bracket can be hard and unpredictable, but some playoff trends are starting to resurface, like the Toronto Maple Leafs’ postseason struggles and the Presidents’ Trophy curse.

This week, vaginal care brand Vagisil announced a new partnership with the NY Liberty that bonds the NYC–based brands over a shared message of empowering women. Additionally, athlete-focused tampon company Sequel will serve as the Indiana Fever’s official tampon in a deal that includes Lexie Hull as a player ambassador and free tampons at Gainbridge Fieldhouse.

We’re back with part two of our Inside the Lines series: a candid conversation with Canadian figure skating icon and three-time Olympic medalist Patrick Chan on “Navigating High-Stakes Moments.”

No sophomore slump here. The second-ever PWHL postseason has been absolute fire. We’re smackdab in the middle of the best-of-five semifinals — and both series have been icy and spicy.

Last but not least, Round 2 of the Stanley Cup Playoffs rage on, bringing down-to-the-wire tilts everywhere you look. Postseason hockey is simply unmatched.

While the remaining NBA playoff teams are locked in second-round battles, the league’s worst squads are eyeing the ping pong balls that’ll decide their draft fate. That’s right, in addition to the high-stakes hoopla, tonight’s the Cooper Flagg sweepstakes NBA Draft Lottery at 7 p.m. ET. In the meantime, here’s the latest from a wild weekend on the hardwood.

Last Friday, the NWSL and Alex Cooper’s Unwell — the league’s new hydration partner — announced Unwell FC, an interactive fan program at select NWSL games this season. This follows the trend of beverage brands getting into women’s sports sponsorships, something marketers should lean into as they look for creative ways to stand out.

Forget the yellow brick road, it’s time to skip skate down the Walter Cup freeway as the PWHL’s second-ever postseason hits the ice. Both Game 1s are already in the books, but these feisty best-of-five semis are just beginning.

On Wednesday, the NY Liberty announced a partnership with Rihanna’s billion-dollar Fenty Beauty empire. The collab is the latest example of a popular, celeb-driven brand carefully curating its sports sponsorships, namely by working with teams and athletes that have prestige and influence.