September 11, 2026

About 8 in 10 Americans take supplements, and many see them as important to their health

A new survey suggests that nearly eight in ten adults in the United States are currently taking at least one dietary supplement, including one in three people who are using protein powders, bars and drinks. The survey, conducted by Pew Research Center, was small. But it suggests that supplements, long...

September 10, 2026

Unrivaled returns to Philadelphia in 2027 after record-setting women’s basketball games last year

Unrivaled Basketball returns to Philadelphia on Feb. 15, 2027, at Xfinity Mobile Arena, with tickets on sale Sept. 10 at 4 p.m. (3 p.m. presale for newsletter subscribers). The 3-on-3 women’s league, founded by Napheesa Collier and Breanna Stewart, previously drew a record 21,490 fans in Philly and has secured...

September 10, 2026

The Women’s Professional Baseball League is betting that women’s baseball has a future in the US

The Women’s Professional Baseball League (WPBL) launched its inaugural season in August 2026, fielding four teams and 65 players—including stars like Kelsie Whitmore and international talents from Japan, Canada, and Mexico—in a bid to create a sustainable pro pathway for women who play baseball rather than softball. With a $95,000...

September 10, 2026

How Skin Tone Affects Wearable Accuracy—and How Tech Giants Are Responding

A 2022 review presented at the American College of Cardiology’s 71st Annual Scientific Session examined 10 studies of wrist-worn heart-rate monitors. Four found significantly lower accuracy for darker-skinned users compared with lighter-skinned users or ECG/chest-strap measurements, while the remaining studies produced mixed or inconclusive results. Wearable heart-rate trackers may therefore...

September 10, 2026

e.l.f. Beauty and Parity Release “Girls Who Play Change the Game”, Connecting Girls’ Sports Participation to Long-Term Workplace Impact

OAKLAND, CA – September 10, 2026 /SPORTSWIRE WOMEN/ - New research from e.l.f. Beauty (NYSE: ELF) and Parity reveals a powerful, data-backed link between girls' sports participation and women’s workplace performance. The study draws on more than 9,500 respondents across the United States, Canada, Germany and the United Kingdom, making...

September 9, 2026

Megan Eckert Sets New Women’s 6-Day World Record, Overall American Record

American ultrarunner Megan Eckert set a new women’s six-day world record and overall American record at the 2026 EMU-GOMU 6-Day World Championships in Hungary, running 636.251 miles (1,023.948 km) in 144 hours. She averaged 4.418 mph over six days on a flat loop, surpassing her own 2025 women’s record by...

September 9, 2026

ATHLOS showcases 2026 season live with female sport broadcaster W – Sport

ATHLOS, the all-women’s professional track and field league, has partnered with W – Sport to broadcast its 2026 London event live on September 18 from StoneX Stadium. The deal expands ATHLOS’ global TV reach to ~120 countries across Africa, the Middle East, Asia, Europe, and Oceania, with live, delayed, and...

September 9, 2026

PWHL and Scripps Sports announce national U.S. television partnership for 2026-27 season

The Professional Women’s Hockey League (PWHL) and Scripps Sports today announced a national broadcast rights agreement for the 2026-27 season, a landmark partnership that represents the league’s first season-long national television package in the United States bringing PWHL competition to fans throughout the season. With the league expanding to 12...

September 9, 2026

ESPN Extends Women’s Sports Sundays Into Fall With College Volleyball, Boxing and More

ESPN is extending Women’s Sports Sundays into fall 2026. The franchise adds volleyball, WNBA, NWSL and boxing coverage across 11 straight weeks. What We Know: The network launched Women’s Sports Sundays this summer, filling the void left when Sunday Night Baseball moved to NBC. Now the franchise expands for fall,...

September 4, 2026

Nike lands London City Lionesses front-of-shirt deal

The agreement will see Nike become the Women’s Super League club’s front-of-shirt sponsor, in what London City describes as a first-of-its-kind sponsorship for the sportswear company. Rather than Nike’s traditional Swoosh, the shirt will feature an image of the ancient Goddess of Victory from whom the company takes its name....

September 3, 2026

Former Cal softball player files suit alleging ex-coach pressured her into sexual relationship

A former Cal softball player has filed a lawsuit claiming her coach — who abruptly resigned last summer — used her position of authority to pressure the student-athlete into a sexual relationship. The former UC Berkeley player, listed in the lawsuit as Jane Doe, accuses ex-coach Chelsea Spencer of retaliating...

September 3, 2026

Gainbridge℠, Parity, and Women’s Sports Foundation Award $250,000 to Organizations Expanding Opportunity for Girls and Women

Zionsville, Ind. (September 3, 2026) /SPORTSWIRE WOMEN/ – Gainbridge℠, Parity, and the Women's Sports Foundation (WSF®) today named the 2026 grant recipients of Gainbridge Assists Powered by Parity, awarding $250,000 across 32 organizations expanding access to sports and education for girls and women nationwide. The 2026 cohort spans 20 states plus Washington,...

September 2, 2026

Your smartwatch may be overestimating calories burned by 25 percent

New research shows popular smartwatches can overestimate calories burned during exercise by 15–25 percent, with Apple Watch the most accurate and Garmin and Samsung the least. In controlled tests against clinical-grade metabolic analyzers, some devices were so unreliable (Fitbit Sense 2) that data had to be discarded due to glitches....

September 1, 2026

Entries Open for ADWEEK Most Powerful Women in Sports 2027

Nominations are now open for ADWEEK’s Most Powerful Women in Sports 2027, an annual list recognizing top athletes, creators, media executives, and agency leaders driving impact in sports marketing as women’s sports attract growing audiences and ad spend. Entries must show demonstrable business results since January 1, 2026, plus an innovative/creative...

September 1, 2026

Deloitte Teams With Billie Jean King to Help Grow the Next Generation of Leaders Through Women’s Sports

Deloitte has partnered with tennis legend and leadership advocate Billie Jean King to strengthen the infrastructure and leadership pipeline in women’s sports, aiming to turn athletic development into a pathway for future business leaders. The collaboration, announced at the “Power of Women’s Sports Summit” in New York on September 1,...

September 1, 2026

Women’s Capital Summit Announces Women in Sports Programming Focused on Investment, Ownership and Entrepreneurship

The Women's Capital Summit will bring together leading voices from sports, investing, business and media for a timely conversation on the rapidly expanding economic opportunity surrounding women's sports and women entrepreneurs. As investment in women's sports continues to accelerate, the Summit will examine what comes next: how investors, leagues, founders...

August 31, 2026

Women’s sports leaders gather at The Collective brunch to shape next era

Women’s sports leaders—team owners, athletes, investors, and executives—gathered in Portland for The Collective’s Women’s Sports Brunch during Epicenter Week to turn momentum into action, sharing ideas and building partnerships that advance the industry. Organizers Lisa Bhathal Merage (Portland Fire/Thorns) and Thayer Lavielle (The Collective at The Team) framed the event...

August 31, 2026

The WNBA Is Officially On A 17-Day Break Right Now

The WNBA is on a 17-day hiatus from August 31 to September 16, 2026, to allow its top players to compete in the 2026 FIBA Women’s World Cup. Stars like Caitlin Clark, A’ja Wilson, and Angel Reese will join Team USA, shifting from rivals to teammates as they pursue a...

August 31, 2026

The 30 Best Fitness & Wellness Hotels & Resorts in the US

As fitness and wellness claim more shelf space at retail, hotels and resorts are also dedicating more square footage to high-end gyms, biohacker-friendly programs and decadent spa treatments with post-workout recovery. For our inaugural Best Fitness & Wellness Hotels and Resorts list, we’re honing in on the top properties in...

August 29, 2026

Keto diet cut liver fat by 67% in a clinical trial

A new clinical trial found that a ketogenic (very low-carb, high-fat) diet reduced liver fat by 67% in people with obesity, prediabetes, and fatty liver disease—significantly more than Mediterranean or low-fat diets, which each cut liver fat by about 45% despite similar ~10% body-weight loss. After four to five months,...

August 28, 2026

Lithuanian Soccer Team Finds Brilliant Way To Promote Women’s Sports By Inviting Jason Sudeikis To Coach Them

A Lithuanian soccer club has won the internet  by finding a fun and unusual way to support women’s sports. They asked none other than Jason Sudeikis to stop pretending to be a football coach and become one for real. Vilnius-based FK Žalgiris has formally invited the Ted Lasso star to take charge of its women’s team...

August 27, 2026

Menstruation: Cycling’s missing metric

Cycling is awash in metrics – power output, watts per kilogram, heart rate, cadence, nutrition to the gram. The marginal gains culture that transformed men's professional cycling has arrived in the women's peloton, and the data obsession has come with it. And yet, there is a very significant physiological variable...

August 27, 2026

Spikes Under the Lights: Four teams, $1 million, one historic night

The fast-paced, best-of-three set format tournament will feature two opening matches followed by a winner-take-all championship round. Nebraska will take on Florida in the first semifinal match followed by Penn State against SMU. Each team will be paid a $200,000 appearance fee and an additional $200,000 in prize money will...

August 27, 2026

Alex Morgan and TOGETHXR Partner with Bet on Her App to Centralize Women’s Sports Fandom

As women's sports are driving unprecedented demand for increased access, content and coverage, athlete icon and businesswoman Alex Morgan and TOGETHXR, the fastest-growing and most engaging women's sports media company, today announced they are teaming up with the Bet on Her app, one of the fastest-growing and highest-rated women's sports...

August 26, 2026

In Colorado and nationwide, women’s sports is big business

Women’s sports are experiencing rapid growth, with global revenues projected to hit at least $3 billion in 2026, a 340% increase over four years, driven by expanding professional leagues, rising participation, and greater media visibility. North America is expected to account for about 54% of that revenue, fueled not only...