It's complicated, to say the least.

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.

The final men’s golf major of the season tees off from the birthplace of the sport tomorrow, with a record $17M purse and the Claret Jug — golf’s most coveted trophy — on the line. Fore!

This feature is brought to you by adidas and the Canadian Chinese Youth Athletic Association (CCYAA), a non-profit that improves access to sports and community for Toronto-area youth.

NIL has taken college sports by storm — and women are cashing in more and more

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.

The final Grand Slam tournament before the Olympics did not disappoint, with history made on the grass courts at the All England Club. Truly serving.

No. 8 Spain secured a record-breaking fourth Euro championship yesterday, topping No. 5 England 2–1 to cap off an epic undefeated tourney run. Here’s how La Roja got their 24 karat on.

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.

No. 1 Argentina is officially the winningest team in Copa América history — they secured their record-setting 16th title with a 1–0 win over No. 12 Colombia last night.

Today, the 17th UEFA Euro champ will be crowned in Berlin, Germany, with No. 8 Spain and No. 5 England battling for the first top-tier international soccer title of the summer.

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.