Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

The US Open tips off today with Fan Week, a pre-tourney event that the final tennis Grand Slam organizers have capitalized on by inviting more fan (and sponsor) participation. While JPMorgan Chase has been a longtime US Open partner, the banking powerhouse is keeping things fresh in its 2025 plans for the Open as it wraps a successful year in women’s sports.

Whether it was the league’s first-ever statue unveiling or an expansion logo tattoo, the W movers and shakers are celebrating the past and future. Now, let’s lock in on the present.

Tonight’s WNBA Canada game was set to be a victory lap, celebrating the league’s growth and Toronto as its first Canadian expansion city. But some on- and off-court drama is crashing the party before the 10 p.m. ET tipoff, demonstrating the challenges of a rapid rise to the mainstream.

This week, Front Office Sports (FOS) shared updates on the ongoing saga surrounding the sale of the WNBA’s Connecticut Sun. In early August, weeks after Steve Pagliuca pledged a record $325M to bring the Sun to Boston, FOS reported the Mohegan Tribe approved the deal, but the W never did.

Earlier this week, Taylor Swift broke the Internet by announcing she would join her boyfriend Travis Kelce’s podcast, New Heights, for the first time to release initial details for her 12th album. Unsurprisingly, early data around Swift’s announcement further demonstrate the power of Swifties crossing over into the sports world.

After inking a multiyear partnership with the NWSL earlier this year, Tylenol partnered with Wakefield Research to survey 2K U.S. sports fans to explore the pain points for soccer fans attending live sporting events. The results illustrate the natural marketing overlap for healthcare brands, which can utilize beloved women’s sports teams to appeal to fans.

When the Little League World Series (LLWS), an annual tournament featuring the top 10- to 12-year-old baseball players from around the world, swings into action from hallowed Williamsport, Pennsylvania, today, you’ll see a girl take the diamond for just the 24th time in the tourney’s 78 years.

This weekend, the WNBA and NWSL kicked off their respective slates of rivalry games, both presented by prominent women’s sports partner Ally. The WNBA is planning seven rivalry matchups through August 17th, while the NWSL hosted three key matchups during its inaugural Rivalry Weekend.

Former college softball player and longtime umpire Jen Pawol made history over the weekend as the first woman to ump a regular-season MLB game, the latest milestone amid a surge of women taking the diamond by storm. Talk about stepping up to the plate.

All-Star Weekend? Check. Trade deadline? Check. Now it’s full steam ahead to the most important item on the WNBA calendar: the playoffs. With exactly one month left of the regular season, postseason positioning is all that matters. Now the fun really begins.

One of the WNBA’s most controversial rivalries has thankfully reached its denouement — but the spiciest on-court drama is still to come with the league’s inaugural Rivals Week tipping off tonight.