Yesterday, the NWSL signed telecommunications giant AT&T as its official connectivity partner through an expansive, multiyear deal. While the partnership marks a major commitment to the women’s soccer league, it’s also a safe bet considering AT&T’s previous sports investments and the NWSL’s engaged audience.

There’s a mid-week lull in the on-court action ahead of this weekend’s Final Four, but that doesn’t mean there isn’t any hoops news to catch up on. Consider this a chance to catch your breath and prepare for one last weekend of Madness.

This weekend, the Pro Volleyball Federation (PVF) premiered its new Team Spotlight Series on YouTube. While women’s sports are winning more primetime coverage and network support than ever before, both emerging and established leagues are still successfully leveraging their own broadcasts to reach fans.

We’re smack dab in the middle of the women’s Elite Eight, meaning two Final Four tickets have already been punched and the other two are up for grabs tonight. All hoops, all the time.

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.