BUSINESS NEWS

April 29, 2026

World champion sprinter sues Puma, claiming defective shoes

According to a report by Front Office Sports, on Friday, April 24, four-time NCAA champion and two-time world champion Abby Steiner of Dublin, Ohio, filed a lawsuit in the Massachusetts Superior Court against Puma and Mercedes-Benz Grand Prix, alleging that the spikes and shoes she was given injured her feet. Steiner is seeking more...

April 28, 2026

Data Drive: Women’s sports bars taking hold and expanding the model

With the NWSL and WNBA both about to be in play at the same time, women’s sports bars will be packing in the fans. And the model keeps evolving. Along with the dozens of permanent venues listed here, pop-ups bars continue springing up across major cities. SPORTS BUSINESS JOURNAL

April 28, 2026

Ex-Nebraska coach admits sexual relationship with player, records show

A former assistant women’s basketball coach at Nebraska admitted in a pretrial deposition he had a sexual relationship with a former Nebraska player who later sued the coach and the university in February 2024, according to recent court documents obtained by USA TODAY Sports. The nature of the relationship between the former Nebraska player —...

April 22, 2026

Lululemon Taps Former Nike Senior Exec Heidi O’Neill as New CEO

Lululemon Athletica, Inc. has hired former Nike senior executive Heidi O’Neill as its next chief executive officer (CEO). O’Neill will start as CEO and join the Board of Directors, effective September 8. She will be based in Vancouver, British Columbia, Canada. O’Neill succeeds Calvin McDonald, who stepped down, effective January...

April 21, 2026

Parity Launches “Athlete, Actually” Podcast Featuring Untold Stories from Professional Women Athletes

April 21, 2026 /SPORTSWIRE WOMEN/ — Parity, the women’s sports consultancy specializing in professional athlete partnerships, today announced the launch of Athlete, Actually, a new podcast centered on deeper, athlete-led storytelling from across women’s sports. The series features conversations designed to highlight personal stories athletes haven’t previously shared. The series...

April 14, 2026

Allyson J. Davis and Melissa Forman Launch Allez! Sports to Build the Future of Women’s Sports Media

(April 14, 2026, Los Angeles, CA) /SPORTSWIRE WOMEN/ - Veteran sports media executives Allyson J. Davis and Melissa Forman are filling the massive void in the women’s sports media ecosystem by launching Allez! Sports, a global multi-format, multi-distribution premium content and integrated marketing media company. Two months in, the company’s...

April 10, 2026

Running Industry Alliance (RIA) Announces Evolution of 
Women’s MultiSport Action Group (WMAG)

April 10, 2026 /SPORTSWIRE WOMEN/ - Running Industry Alliance (RIA) is proud to announce the evolution of the Women’s MultiSport Action Group (WMAG) - a dynamic, member‑led platform created to champion women across all areas of the running and triathlon business sector. First launched at The Running Conference presented by...

April 8, 2026

The Future of Female Performance: Muse Capital Announces Launch of Revolutionary Optima Program Accelerating Women’s Health Innovations in Sports

Muse Capital and its sports advisory arm, Muse Sport, announced the launch of The Optima Program (Optima), a revolutionary program set to define the future of female sports performance. As the first scalable health and performance program of its kind, Optima recognizes the unique needs of elite female athletes and executives in professional sport...

April 8, 2026

Always Alpha Acquires Tennis Management Firm Courtside Talent

On Wednesday, Always Alpha, a women-founded and led sports talent agency, announced that it had acquired Courtside Talent, a tennis-focused, woman-owned management and advisory firm. This is Always Alpha’s first acquisition. As part of the deal, Casey Reede, the founder of Courtside, will become Always Alpha’s head of strategy and...

April 8, 2026

NBC tabs Hall of Famer Sue Bird for WNBA analyst job

Former UConn and WNBA star Sue Bird is expected to be named as an analyst for NBC Sports' coverage of the WNBA games this season, according to a report from Front Office Sports. The report doesn't say whether Bird will be in the studio or calling games live on NBC and...

April 8, 2026

Global women’s sports revenue to top $3 billion in 2026, according to new report

Global women’s sports revenues are projected to exceed $3 billion in 2026, a significant increase over the $2.4 billion in revenues generated in 2025, according to a report released Wednesday. The report produced by accounting firm Deloitte said women’s sports revenues internationally have increased 340% over the last four years. That has...

April 8, 2026

Hall of Famer Sue Bird joins NBC as WNBA analyst

Former UConn and WNBA star Sue Bird has been named as an analyst for NBC Sports' coverage of the WNBA games this season. Bird will join NBC Sports as a studio analyst for WNBA games on NBC and Peacock in 2026. Bird, a 2025 inductee in the Basketball Hall of...

April 7, 2026

Clarifying the record about Ultrarunner Camille Herron, Wikipedia, and lululemon

Tucson, Arizona (April 7, 2026) /SPORTSWIRE WOMEN/– Borderland Trailrunning has released a formal clarification addressing comments made in a previous podcast episode from September 2024 with journalist Marley Dickinson regarding ultrarunner Camille Herron, providing additional context to ensure an accurate understanding of the facts. The statement is being republished to...

April 6, 2026

Amazon to Add Fulfillment Surcharge to Third-Party Sellers as Fuel Costs Surge

Amazon is adding a 3.5 percent fuel and logistics surcharge for third-party sellers in the U.S. and Canada amid a spike in energy prices due to the war in Iran. Amazon wrote in a notice on its Amazon Seller’s Platform, “Elevated costs in fuel and logistics have increased the cost...

April 5, 2026

Virginia women’s basketball coach fired after investigation over alleged ‘nightmarish’ culture

The University of Virginia fired its head women’s basketball coach, Amaka Agugua-Hamilton, in a shocking move after the Cavaliers made a surprise run to the Sweet 16, though reports suggest a toxic culture had developed within the program. Virginia had been coming off one of the program’s most successful seasons...

April 4, 2026

Columbus City Council Proposes Ticket Fee to Fund Women’s Pro Soccer Expansion

Columbus City Council announced a plan yesterday to raise $25 million to fund the potential expansion of National Women’s Soccer League to Columbus. The proposal, which has been agreed upon by team ownership partners Haslam Sports Group, Nationwide and the The Edwards families, would see the implementation of a two...

April 2, 2026

Julie Foudy, Steve Kerr among new owners in LOVB San Francisco group

A year before the club starts play, the LOVB San Francisco ownership group is expanding with notable names from soccer icon Julie Foudy to Warriors coach Steve Kerr. LOVB announced the expansion club late last year with a women-led group that included Rebel Girls CEO Jes Wolfe, Olympic volleyball medalist Kelsey Robinson...

April 2, 2026

Columbus is betting big on women’s sports — and the payoff is already here

When the Columbus Fury take the court at Nationwide Arena, the energy in the building is hard to ignore. The crowd is loud, the athletes are electric, and the stakes feel real — because they are. The Fury are the newest professional women's team in Ohio, but they're far from...

April 1, 2026

One of the first female referees ‘considered cutting off her hair’ amid discrimination from NFL officials, lawsuit says

One of the NFL’s first female referees said she considered cutting off her hair after league officials allegedly instructed her to style it in a way that would clearly mark her as a woman on the field, according to a new harassment lawsuit. Robin DeLorenzo, a trailblazing full-time on-field official, filed the complaint Friday in Manhattan federal court,...

March 31, 2026

Women’s basketball agency Choice Sports Group launches

Choice Sports Group has launched as a new player‑representation agency dedicated to elevating the next era of women’s basketball by focusing on grassroots and collegiate female athletes earlier and more holistically than traditional firms. Choice Sports Group positions itself as a representation agency built specifically for women’s basketball, emphasizing personalized,...

March 27, 2026

Alexis Ohanian ‘paying US$20m’ for women’s TGL franchise

The tech entrepreneur is the second TGL franchise owner to commit to the women’s competition, joining Atlanta Falcons owner Arthur Blank, who Sportico says also paid US$20 million to secure a team in February. Ohanian has established himself as one of the most prominent investors in women’s sport, with stakes in Women’s Super League...

March 26, 2026

Women’s Performance Brands Oiselle and Wild Rye Launch Collab Collection

Seattle, WA & Sun Valley, ID (March 26, 2026) /SPORTSWIRE WOMEN/ - Women-led active lifestyle and apparel brands, Oiselle and Wild Rye, announced today the launch of a collaborative collection consisting of shared, limited-edition prints featured across each brand’s key Spring styles. The two brands have long led product innovation...

March 25, 2026

US Consumers To Spend More on Wellness, Cut Back Elsewhere

Health and wellness was the only category in which consumers planned to increase their spending in 2026, according to data from CivicScience American consumers entered 2026 in a state of economic uncertainty, which continues to be a key driving force behind spending habits. But even amid financial anxiety, wellness remains...

March 24, 2026

Inside the WNBA’s 8-day, 100-hour CBA marathon negotiations that forged a transformational deal

The intense, all-night negotiations over the WNBA’s collective bargaining agreement were new to many on both sides. The grueling discussions lasted eight days and went well into the early morning hours each session. More than 100 hours were spent hammering out the transformational deal that was agreed to in principle early on...

March 24, 2026

How Much Will the WNBA’s No. 1 Pick Earn in 2026?

The No. 1 pick in the 2026 WNBA draft is still up for debate. What isn’t is the reality that their rookie-scale contract will be more than six times what 2025 No. 1 pick, Paige Bueckers, signed for in her rookie season. Whether it’s Awa Fam, Olivia Miles, or Azzi...