All four top teams survived and thrived in the Sweet 16 and Elite Eight this weekend, booking their tickets to the talent-packed main event, which tips off Saturday. Here’s how the chalkiest Final Four in recent memory came together.

March Madness isn’t just a basketball tournament — it’s a cultural event. And while the buzzer-beaters and upsets define the Madness, oftentimes the characters and moments behind-the-scenes live rent-free in our brains for years to come.

Half of the women’s Final Four will be locked in by the next time we talk, but first we have to whittle these Sweet 16 squads down to an elite group of eight. Every one of this weekend’s games packs a serious punch, but No. 2 vs. No. 3 seed matchups are always extra spicy. Pour a glass of milk, the Madness awaits.

Yesterday, the WNBA and its Changemaker Collective — a group of community-focused brands — extended a key partnership with women-focused digital platform Voice in Sport (VIS). By collaborating with VIS, the W and its partners are able to reach a passionate Gen Z and Gen Alpha fanbase that’s looking to stay involved in basketball, both as players and fans.

Yesterday, U.S. media and marketing platform For Soccer released the first installment of its 2025 United States of Soccer series, which profiles women soccer fans in the U.S. The report covers how this audience of 44M women — 43% of all U.S. soccer fans — is growing in size and influence, offering insights for marketers to meet them where they are.

After a long two days without March Madness action, the first half of the men’s Sweet 16 came in like a wrecking ball last night, with stunning individual performances and all-around SEC dominance.

The calendar turned to spring last Thursday, but today marks the unofficial start of the rebirth season: MLB Opening Day. From record-setting contracts to offseason moves to the top teams to watch, here’s everything you need to know before the first pitch is thrown. Let’s play ball.

All four women’s No. 1, No. 2, and No. 3 seeds punched tickets to this weekend’s Sweet 16, but not everything is going according to plan: USC sophomore sensation JuJu Watkins tore her ACL in the Trojans’ 96–59 second-round Monday win over No. 9 Mississippi State, ultimately ending her season. Devastating.

Hope you’re using your two days without March Madness action wisely, because the men’s tournament comes roaring back tomorrow with the first half of the Sweet 16. Stretch, down some electrolytes, and set up your split screen — the Madness is only just beginning.

Yesterday, the Athletes Unlimited Softball League (AUSL) officially debuted its "This is Legendary" campaign ad, which the league describes as the largest marketing initiative for pro softball in the U.S. The star-studded spot will air across ESPN networks to promote the new league, which tips off June 7th.

Four days and 48 games later, the first two rounds of men’s March Madness wrapped last night, and not a single bracket survived. Here are the superlative performances from the weekend as you regroup before Thursday’s Sweet 16 tip-off.

The Madness is in full swing swish with the women’s second round halfway done. That’s right, eight of the Sweet 16 squads are already locked in, and today’s show-stopping matchups will determine the other eight.