On Monday, the sportswear company signed head-to-toe apparel deals with WTA world No. 1 Iga Świątek and ATP No. 39 Ben Shelton, who became the first tennis players to score sponsorship agreements with the emerging brand.

It’s a rich woman’s world for the WTA. Yesterday, it announced a long-awaited strategic partnership with CVC Capital Partners, who will invest $150M for a 20% stake in WTA Ventures, the organization’s new commercial strategy arm.

On Wednesday, the tennis organization scored Morgan Stanley as a global sponsor and presenting partner of its youth-focused “Come Play” initiative, a multi-pronged approach to targeting younger audiences.

According to a Monday report, social media follower counts rose for the tennis players profiled in the first five episodes of the show, which aims to build hype for the sport and its up-and-comers.

The WTA is weighing a bevy of business decisions that could dramatically alter the sport’s financial picture, including the possibility of a formal collaboration with the ATP.

FP Movement is starting the 2023 tennis season with a roster addition. Free People’s sportswear vertical inked a deal with former U.S. Open champ Sloane Stephens on Friday, broadening its reach in the evolving tennis apparel space.

Several high-profile athletes and celebrities were named as defendants in a class action suit filed against the FTX cryptocurrency exchange on Tuesday.

Serena Williams isn’t the only one picking up wins during her farewell tour.

The Serena Williams effect is going strong.