Last week, the Tour de France Femmes avec Zwift confirmed its 2026 route, which will be the race’s longest course in its four-year history. And rather than beginning immediately after the men’s Tour de France, the women’s race will now begin one week later, with the push for a longer course and a separate schedule fueled by explosive interest in the women’s race.

This week, prominent sports sponsor Ally released survey data on 3K Gen Z, millennial, Gen X, and Boomer sports fans to understand how and where sports fans spend their money. The study illustrates spending differences by generation and gender, including details on the spending profile of women sports fans.

Yesterday, legendary Olympic alpine skier Mikaela Shiffrin announced her new personal brand and logo as she prepares to win over fans with her persona. And the timing couldn’t be better: The FIS Alpine Ski World Cup and Milano Cortina 2026 are just around the corner.

On Saturday, the aforementioned Ohanian’s Athlos held Athlos NYC, its second annual track tournament in the iconic culture capital. The event welcomed several key wins that helped build the case for sustainable growth ahead of its 2026 expansion, from viewership increases to creative partner activations.

Today, New Balance (NB) announced NIL deals for several women athletes, namely from developing spaces in basketball and soccer and emerging sports like softball. The sponsorships are a response to how high school and collegiate pipelines are building across all women’s sports — and so are the marketing opportunities.

Yesterday, USC Annenberg published a first-of-its-kind report on the athlete-owned media economy. It identifies movers and shakers in the space, but also notes the gap between men and women athletes — women were featured in only 22% of the athlete-owned podcasts analyzed.

Last week, Snapchat teamed up with marketing agency Dentsu and research firm Ipsos to publish insights on the consumption of women’s sports, especially among frequent Snapchat users. The app surveyed over 13K sports fans across seven countries, including India and Australia, and uncovered what daily Snapchat users had to say about women’s sports.

Today, girls empowerment platform Rebel Girls (RG) announced a new partnership with Swerve Sports, a FAST channel dedicated to women’s sports that’s available in 80% of U.S. and Canadian households. Together, the partnership will create Rebel Girl Sports Hour, a first-of-its-kind kids and family program for women’s sports that will air under its Rebel Girls Sport vertical.

The WNBA Finals are set, meaning the locations and dates are also finally locked in. New data from the W’s official online travel partner Booking.com illustrates a largely untapped opportunity for the travel sector to cash in on women’s sports fandom.

Yesterday, sports data insights platform SponsorPulse (SP) highlighted its recent report that tracks WNBA fan behavior in relation to the beauty industry. This, combined with May data from Sports Innovation Lab (SIL), proves the fascinating overlap between W fans, luxury fashionistas, and makeup lovers.

The Collective — Wasserman’s women-focused data insights platform — published a new study on Monday advising the sports industry on how to engage with women as sports superfans and powerhouse consumers. By 2030, women are set to control 75% of global discretionary spending and lead 85% of household purchasing decisions.

The X Games — ESPN’s iconic action sports competition that made sports like snowboarding and BMX mainstream and drove their Olympic inclusion — is ready for its glow-up. After its private equity acquisition in 2022, the X Games unveiled new branding and shared details about its forthcoming X Games League this week.