Beyond arming each team with splashy new kits, the league is evolving to stay competitive with Europe’s pro women’s leagues, like England’s Women’s Super League (WSL), Spain’s Liga F, and France’s Division 1 Féminine.

New attempt at sportswashing just dropped: Saudi Arabia has reportedly offered to invest $2B to unite the WTA and ATP Tours, the latest effort by the oil-rich country to steer attention away from their atrocious human rights record through sport.

As legendary Michigan State head coach Tom Izzo said, the regular-season slate is wiped clean when single-elimination conference tournaments begin — and this week served as a perfect reminder of that as last night’s shocking scores set up some unexpected matchups today.

Though free agency doesn’t officially open until the NFL’s “new year” begins today at 4 p.m. ET, that hasn’t stopped teams from brokering blockbuster deals.

The puck drops on the first round of the national tournament tomorrow — aka perfect timing since women’s hockey is the moment.

As of today, nearly all of the 32 conference tournaments are underway, with automatic March Madness bids and a whole lotta confetti awaiting the winners.

Commerce behemoth Amazon is expanding its recent NWSL media rights deal through a multiyear partnership with the league that involves Amazon Prime and Amazon Web Services (AWS). Additionally, the deal makes Amazon the exclusive retail partner of the NWSL and an official licensee.

A new report by EDO — a marketing platform that measures the effectiveness of TV ads — offers metrics about 2023’s women’s sports viewership. It shares meaningful insight on ad engagement trends in sports like tennis and basketball, with data supporting the marketability case for rising stars like Coco Gauff and Caitlin Clark.

Canadian Tire (CTC) is leveraging its unparalleled brand power to become a changemaker in Canadian women’s sports sponsorship. CTC’s AVP of Community Impact & Sport Partnerships Ashley Curran recently spoke with The GIST about the company’s efforts to transform the women’s sports landscape in Canada through its Women’s Sport Initiative.

The Women’s Super League (WSL) is enjoying a 43% attendance boost YoY, with Arsenal leading the way in proving that the league deserves a bigger stage. While popularity and crowd sizes do vary among clubs, the overall numbers show upward trends across the board.

Winter sports’ first national champs were crowned this weekend, with more coming down the pipe at breakneck speed.

Just one week into the prestigious Indian Wells Open hosted in California and every Canadian singles player has already been ousted from the tournament.