The national governing body for triathlon, USA Triathlon, launched Watch Us Thrive last week, a nonprofit NIL collective focused on scoring funds for the country’s female triathletes and boosting the sport’s popularity.

Sports may be trendier on TikTok than a Negroni sbagliato. In a Thursday interview, the company’s global head of sports Harish Sarma revealed that TikTok is leaning into sports content — and that women’s sports are central to its strategy.

WIPA launched on Wednesday to take advantage of the hype surrounding both pickleball and women’s sports.

The Big 12 Conference is about to score a big payday. According to recent reports, the college sports organization will sign a six-year, $2.28 billion (!!!) extension with broadcasters ESPN and Fox that runs until the 2030-31 season.

After surveying 2.5K Americans this month, the National Research Group (NRG) published a study showcasing the growing appetite for women’s sports and identifying areas for improvement.

Student-athlete groups have been pushing the envelope on player compensation, with both an antitrust violation complaint and a pay lawsuit against the NCAA making waves recently.

The college sports organization teamed up with creative agency Translation on Monday to modernize its branding and embed itself in “youth culture.”

Aramco became a global partner of the International Cricket Council (ICC) on Friday, significantly increasing the visibility of a company frequently involved in sportswashing efforts.

Sports organizations are still feeling the chill of crypto winter. According to a report, Crypto.com’s “marketing meltdown” in recent months has resulted in the digital currency exchange backing out of high-profile deals and owing payments to partners, including the NWSL’s Angel City FC.

The odds are stacked against sportsbooks in the Golden State. In a poll published by the UC Berkeley Institute for Governmental Studies yesterday, eligible voters in California will likely vote against two bills legalizing betting next month.

Another day, another sizable investment in women’s sports. Athletes Unlimited (AU) announced it raised $30 million from new and existing stakeholders on Thursday, a vote of confidence in the organization and in women’s indoor volleyball.

Florida State University (FSU) Athletics announced Truist — a long-standing 20-year partner of the school — as their official retail bank on Monday.