The Bhathals are changing how the women’s sports game is played, from building the first-ever dual WNBA and NWSL practice facility to creating the first local channel dedicated to women’s sports. That synergy is helping the teams become a major draw for high-profile brand deals. This week, we spoke with Bhathal Merage in a rare interview ahead of her appearance at the Power Play Sports Sponsorship Accelerator about the benefits of owning both teams, both from an ownership and sponsorship perspective. As she put it, “one plus one equals five.” The math is mathin’.

The WNBA and WNPBA reached a verbal agreement on their CBA yesterday, just 51 days before season tip-off. The news is considered a major win for both parties as well as W fans, but there are other players at stake with a lot pinned on the success of this deal: The W’s confirmed and prospective brand partners. Let’s explore what this new CBA means for everyone.

This week, the Bank of America Institute — the bank’s internal think tank that analyzes consumer behaviors and trends from customer data — shared insights into how customers are engaging around women’s sports. The data supports trends we’ve seen, with these new numbers further strengthening the business case for women’s sports. Let’s dive in.