Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

This weekend, the WNBA and NWSL kicked off their respective slates of rivalry games, both presented by prominent women’s sports partner Ally. The WNBA is planning seven rivalry matchups through August 17th, while the NWSL hosted three key matchups during its inaugural Rivalry Weekend.

SoCal jewelry brand Gorjana launched Gorjana Sports Club today, a unique platform spotlighting prominent pro and collegiate women athletes who have curated edits for the brand. As fashion and beauty retailers engage with women’s sports, Gorjana’s platform recognizes the power women’s sports stars have as cultural influencers.

The podcast space is finally listening to women’s sports fans — something we’ve been doing since 2020. Everyone from sports media companies to standalone podcasts are getting into the women’s game, so we’re covering some trends in the space and what they mean for the future.

Athlos — the women’s track meet launched last year — is returning this fall with a clever plan to win over fans. Yesterday, the organization confirmed it will host a portion of its competition in the heart of Times Square. This is reminiscent of recent PLL and WLL strategy, illustrating how niche sports and upstart leagues are using unconventional gimmicks to hook viewers.

ICYMI, we have a new obsession: it’s the Rolex SailGP Championship, the most exciting sport to ever hit international waters, featuring 12 co-ed teams driving ultra-fast F50 catamarans.

On Wednesday, AdWeek published purchase consideration insights from brand tracking platform Tracksuit. The data highlights the biggest shifts in purchase consideration among popular Gen Z brands from January to June, proving that authenticity and wellness work best to win over young fans. Here are the key takeaways and the ways they’re being implemented across women’s sports.

Last week, sports sponsorship data insights platform SponsorUnited revealed the 30 most-searched sponsors on its platform for June. The platform’s search data indicated which brands were most buzzworthy last month, with each employing different marketing strategies to make waves with sports fans.

Last week, 3XBA — a professional touring FIBA 3x3 women’s basketball league — announced a unique partnership with Seattle’s Rough & Tumble Pub, the second-ever women’s sports bar. Through their new agreement, the two entities will promote one another through activations at live events.

Sundial Media and Technology Group (SMTG) — the media and live events company behind Essence, Afropunk, and Refinery29 — finalized a unique partnership with Grand Slam Track (GST), a new track and field competition that kicked off this year. SMTG will facilitate media coverage of GST in addition to improving track day experiences for fans.

As interest in women’s sports grows, so does the enthusiasm for content surrounding the women’s game. After seeing Netflix benefit from cult faves Drive to Survive and Full Swing, documentaries that converted new fans to F1 and golf, fellow streamers are considering how to leverage storytelling to win over young, more casual sports fans.

Unlike the limit, the perfect women’s sports brand marketing strategy does exist — at least according to Parity, who released its latest research report yesterday about the business of women’s sports.