Emotional, thrilling, and historic — yesterday was Rory McIlroy’s ultimate masterpiece. As you read, the Irishman beat England’s Justin Rose in dramatic fashion, draining a birdie putt on the first playoff hole to win his first-ever green jacket at the 89th Masters.

While luxury retail brands have long been drawn to sports with affluent fanbases like tennis and golf, the industry is now seeing opportunities in women’s sports leagues like the WNBA and NWSL. Let’s take a closer look at two recent sponsorships that illustrate why it's smart to target women’s basketball and soccer fans.

On Monday, the Dallas Wings drafted UConn star Paige Bueckers first overall, and she’s expected to bring comparable economic impact as fellow W star Caitlin Clark did when she was drafted by the Indianapolis Fever last year. Let’s review how Clark boosted the local economy and elevated the Fever to one of the league’s most coveted brands.

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So before the Dallas Wings are officially on the clock with the No. 1 overall pick, here’s everything you need to know about the always exciting and often emotional night.

On Wednesday, Sports Illustrated (SI) announced the creation of the SI Women’s Games, a six-sport competition scheduled for this fall. The tournament aims to capitalize on the surging popularity of women’s sports and exemplifies media companies working together to innovate ad packaging and scale up advertising inventory in the space.

The PWHL shared wins from its first-ever Takeover Tour today, which saw all six teams play games at nine different exhibition sites across the U.S. and Canada. Not only was this a brilliant strategy to market test in potential PWHL cities, but the tour spurred engagement and allowed the league to reach new hockey fans.

It all comes down to this…no, seriously. Fifteen of the NBA’s 20 postseason spots are undetermined with the regular-season finale looming on Sunday, including eight of 10 in the hotly contested Western Conference (WC). Let’s ball.

For the first time in Olympic history, there will be more women athletes than men athletes at the Games, an LA 2028 parity win made possible by a concerted International Olympic Committee (IOC) effort to close the gender gap. Here’s a look at how organizers will flip the script, by the numbers.

Happy Masters Thursday to all who observe. Men’s golf’s biggest event of the year tees off today, so we’re sharing everything you need to know ahead of the famed (and often dramatic) major. Prep your golf clap and scroll on.

If you thought February’s 4 Nations Face-Off was feisty, buckle up — the 24th IIHF Women’s World Championship begins from Czechia today, with the globe’s 10 best women’s national hockey teams in action in the game’s top tourney. So while PWHL teams are on break until the end of the month, some spicy international rivalries are about to take the ice. Pass the milk.

Since the beginning, the PWHL has been intentional in its development, from signing a CBA before the puck dropped to nabbing early broadcast and founding partners. One of those decisions — a deal with software company Greenfly — has provided insight into how athlete engagement behaviors can shape sponsorship, especially amid the growth opportunity of tunnel walks.