Edmonton, Alberta, is a unique place. At roughly 1.2M residents, it’s dwarfed by larger Canadian cities like Toronto and Metro Vancouver — and though it doesn’t have its own professional women’s sports team, it’s become a hot spot for major women’s sporting events. That’s largely thanks to its tourism board, Explore Edmonton, which sees the economic and social value in these events. We spoke with sport and culture events director Cindy Medynski about why this strategy serves Edmonton and what other cities can learn. Small but mighty.

On Tuesday, the NWSL awarded its 18th franchise to Columbus, Ohio for a record $205M expansion fee, up from Atlanta’s $165M fee in 2025. NWSL commissioner Jessica Berman cited the region’s affinity for soccer as a key factor, but so was the money the ownership group put down: $300M between the expansion fee and a new bespoke training facility.

The WNBPA's new deal with JPMorganChase goes deeper than its previous partnerships.

The recent WNBA draftee reflects on her new role with the league for elite high school girls' basketball players.

As the LA Sparks seek a fourth WNBA championship, they’re building a roster around big-name veterans like Kelsey Plum and Nneka Ogwumike. But one young superstar is also at the heart of the team and the WNBA at large: third-year forward Cameron Brink. Last week, we caught up with her to learn about how she’s built her illustrious brand portfolio with “intentional” partnerships — and how she turned a difficult injury setback into an opportunity to build her entrepreneurial skills.

The Robert Wood Johnson Foundation released a national study involving Gen Z teens yesterday, highlighting that sports and athletes heavily influence how teens perceive societal issues.

For the WNBA’s 30th season, the league is looking back — and abroad. Three of the first 12 WNBA Draft picks were international, including No. 3 Awa Fam Thiam from Spain. It makes sense to lure stars stateside as the league hopes to build fandom abroad: W commissioner Cathy Engelbert said she’s “heavily looking at” staging international WNBA games.

This Thursday, LOVB serves up its championship weekend, which will air on USA Sports for the first time. This will be the last chip featuring the league’s inaugural six teams as three expansion teams will be added next year, including LOVB San Francisco.

Nike netted a multiyear agreement with the Premier Lacrosse League (PLL) and the Women’s Lacrosse League (WLL) yesterday as the official apparel partner of both leagues. This includes Nike-designed uniforms and sideline apparel, but doesn’t include cleats, a white space in the women’s lacrosse world — one that Caddix, a new USA Lacrosse partner, is busy filling.

In sports, fashion, media, and beyond, we’re seeing a multigenerational interest in nostalgia, one that women’s sports hasn’t always had the resources to meet. But that’s changing fast thanks to companies like The Realest, the authenticated memorabilia platform that raised $12M in funding earlier this year. In February, we spoke with founder and CEO Scott Keeney about how the new verified memorabilia brand has been able to break into the market, address authentication issues, and serve the women’s sports community like no one has before.

On Tuesday, the WNBA launched its campaign to celebrate its 30th season. The initiatives play into the nostalgia love among W fans, and we chatted with WNBA business growth AVP Keri Lenker last week about the league’s plans, the data that informed the campaign, and why brands are jumping on the bandwagon. All aboard.

On March 31st, WNBA star Lexie Hull co-launched Forta, a skincare brand designed for athletes. She’s amplifying her brand on Faves, a new platform that allows athletes to recommend products they actually use.