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October 6, 2026
The First Round Of 2026 WNBA Playoffs Was Most-Watched Ever
The first round of the 2026 WNBA playoffs averaged a record 1.3 million viewers across all platforms, up 37% from last year. The Las Vegas Aces–Indiana Fever series led the way, with Game 2 drawing 1.42 million viewers on Prime Video and the other two games surpassing 2 million. The...
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October 6, 2026
The Cyclists’ Alliance welcomes UCI reform direction and seeks direct role for female riders
The Cyclists’ Alliance (TCA) welcomed the UCI Management Committee’s reform direction, including a mandate for compliant barriers in the final 200 meters of WorldTour and Women’s WorldTour races. The rider organization said the safety measure was an important step toward protecting professional cyclists. TCA also called for a direct role...
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October 6, 2026
The Spectator’s Guide to the 2026 Women’s Ironman World Championship Pro Race
A year ago, the women had Kona to themselves, and the race ended in dramatic fashion: Lucy Charles-Barclay (GBR) and Taylor Knibb (USA) were first and second off the bike, both led on parts of the run course, and neither reached the finish line. Solveig Løvseth (NOR), racing only her...
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October 6, 2026
How one trail race is improving accessibility for women
When it comes to training and racing on trails, women face many challenges in getting to start lines–having to do with pregnancy and breastfeeding, childcare, finding the confidence to train and compete and seeing other women doing the same thing. This may explain why, although female representation in trail running...
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October 6, 2026
Issa Rae is quietly building a women’s sports portfolio — weeks after investing in pro volleyball, she’s betting on Unrivaled
Unrivaled announced the actress, producer and entrepreneur as one of its newest investors. The move comes through the women’s basketball league’s oversubscribed Series C funding round, which was announced in August and pushed its valuation to $650 million. For Rae, the investment goes beyond watching the league grow from the...
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October 6, 2026
Beauty Brands Are Coming for Sports—and They Want More Than Exposure
Sports sponsorship spending has long been dominated by categories like automotive, telecom, alcohol, and banking. In recent years, healthcare, crypto, fantasy sports, gaming, prediction markets, and beauty have joined the party. Beauty presents a distinct opportunity among them, in part because brands within the category are decidedly investing to reach...
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October 6, 2026
Saudi Princess Reema joins women’s sports network AWSN as adviser
Saudi Arabia's ambassador to the US, Princess Reema Bandar Al-Saud, has joined All Women's Sports Network (AWSN) in an advisory role, as the media company seeks to expand coverage of women's sports in the Middle East and beyond. AWSN, a sports media platform co-founded by actor Whoopi Goldberg, said her...
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October 5, 2026
Coach Jackie J built a women’s sports community. Now she’s launching a podcast.
If you follow women's sports on social media, chances are you've seen Jackie Johnston. Now, fans will be able to hear more of her takes in longform. Better known as "Coach Jackie J," Johnston has amassed a dedicated following of over 1.45 million across Instagram and TikTok. She's nicknamed "The...
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October 2, 2026
WNBA Faces Ratings Test Without Caitlin Clark, Fever
The WNBA is heading into the 2026 Finals without Caitlin Clark and the Indiana Fever after their second-round elimination by the Las Vegas Aces, setting up a ratings test for the league’s biggest star power. Even so, the Finals still have a strong chance to set viewership records, aided by...
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October 1, 2026
As pro women’s sports boom, study finds red flags in pipeline
From the WNBA to the NWSL and beyond, the professional women’s sports boom is no secret. But progress is a mixed picture, with girls facing significant barriers to entering and remaining in competition. That’s all according to the Women’s Sports Foundationfounded by Billie Jean King in 1974, which released its...
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September 30, 2026
Columbus, Ohio, rolls out free menstrual hygiene products to all sports venues
The state laws differ in their specifics — where products have to be provided, how much funding the governments provide to help facilities meet the mandates — but they require products to be free, according to Unicorn. Coin-operated dispensers don’t satisfy requirements unless they’re converted to free-vend or replaced, according...
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September 29, 2026
Berlin Marathon winner limped to finish line after rupturing Achilles tendon chasing world mark
Berlin Marathon winner Tigst Assefa "completely destroyed" her right Achilles tendon trying to regain her world record. Assefa was on well on course to beat Ruth Chepng'etich's world record with two kilometres remaining in Sunday's race when she suddenly began limping with what appeared to be cramps. She grimaced and...
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September 28, 2026
“It Reclaims the Joy.” Why Olympians and Enthusiasts Love Wearing Glitter in the Outdoors.
Sparkling face glitter is becoming popular at marathons and bike races, and even in non-competitive outdoor activities like whitewater rafting and skiing. Athletes say the sparkly accessory helps reduce the pressure they feel to perform, and adds a boost of fun when a race becomes a test of suffering. Enthusiasts...
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September 28, 2026
Minneapolis woman advocating for female athletes through growing sports agency
There's a growing chance you own something branded by a female athlete. According to an analysis from McKinsey and Company, revenue from women's sports has grown 4.5 times faster than revenue from men's sports, creating new opportunities both on and off the field. Dani Foxhoven Young knows how to trust...
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September 25, 2026
Ultrarunner Camille Herron Enters ‘Madonna Era’ With Adult Content on OnlyFans
Can one of the world’s greatest ultrarunners be a sex symbol? For Camille Herron, the answer is “Why not?” This year, the 44-year-old athlete started an OnlyFans account, joining a growing roster of outdoor athletes using the platform to share “adult content” and earn some extra money. But for Herron,...
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September 24, 2026
Female cyclists 50% more likely to be injured in crashes and suffer 2.5 times more fractures, new UCI study finds
During the UCI's annual Congress at the UCI Road World Championships in Montreal on Wednesday, Medical Director Xavier Bigard presented the results of a survey of the causes of crashes in the men's and women's WorldTour pelotons, and pointed to some alarming differences between the injuries suffered. The survey began...
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September 23, 2026
Adidas, Unrivaled, Ink Multiyear Uniform, Performance Apparel Pact
Adidas entered into a multi-year partnership with Unrivaled, becoming the official uniform and performance apparel partner of the women’s 3-on-3 basketball league. Adidas replaced Under Armour. Adidas will outfit Unrivaled with on-court uniforms and performance gear, provide apparel for all off-court basketball programming, and introduce a broader assortment of officially...
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September 23, 2026
PVOLVE and Jennifer Aniston Introduce Movement Longevity, A New Fitness Category Built For Healthy Aging
PVOLVE and Jennifer Aniston are introducing Movement Longevity, a new category of fitness focused on one of the most overlooked dimensions of healthy aging. More than simply living longer, Movement Longevity is about building and maintaining the strength, mobility and stability needed to live fully, move freely and stay capable...
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September 23, 2026
Kylie Kelce Is Giving One High School Girls’ Team a Trip to the Women’s World Cup
Kylie Kelce is the ultimate girl's girl. In addition to parenting four daughters and coaching a high school field hockey team, Kelce is constantly giving women their flowers on her podcast. She knows what it means (and looks like) to support women. Now, she's taking that a step further and...
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September 22, 2026
Agentic AI Could Find Its Perfect Testing Ground In Women’s Sports
Agentic AI could transform sports marketing by connecting ticketing, merchandise, email and social data into individualized fan profiles. A partnership between Treasure AI, the Portland Thorns and Portland Fire shows how AI agents could analyze fan behavior and execute approved engagement campaigns. Women’s sports may benefit especially by building modern,...
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September 22, 2026
Cyclist who dressed as man to avoid Taliban wins silver medal
Afghan cyclist Fariba Hashimi, who once disguised herself as a man to train safely under Taliban rule, has won a silver medal in the women’s road race at the Asian Games near Nagoya, Japan. The 23-year-old, now based in Italy, says she hopes her achievement will inspire other Afghan women...
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September 22, 2026
Sports-tech firm teams up with Durham Women
North East sports-tech start-up Orbitor Performance has partnered with Durham Women FC for the 2026/27 season. Its branding will appear on the club’s first-team warm-up shirts and at Maiden Castle, ahead of the launch of The Orbitor—a multi-sport ball launcher designed to help athletes practise independently. Founded by Claire Budge...
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September 21, 2026
Parents sue Nike over alleged sexual assault at elite track camp
The parents of an unnamed underage athlete have filed a federal lawsuit against Nike and the National Scholastic Athletics Foundation, alleging their daughter was sexually assaulted by another student-athlete during the Nike Elite Program in Beaverton, Oregon. The suit claims the organizations failed to properly supervise athletes and that staff...
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September 21, 2026
Norwegian skyrunner dies after mountain accident
Norwegian mountain runner Ida Amelie Robsahm, who finished fifth at OCC less than a month ago, died Saturday after a fall on Romsdalseggen mountain in Norway. She was 30. Police were notified at about 10:35 a.m. that a member of a group near the high point of the mountain ridge...
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September 18, 2026
How the race they said women couldn’t run took centre stage
For 32 years, the women's 800m was absent from the Olympics, with its competitors deemed too frail. Now, it is one of the most hotly anticipated events on the track. This extraordinary story starts at the 1928 Olympic Games, which represented a huge - if temporary - step forward for...
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