On Sunday, Front Office Sports detailed how luxury watchmaker Rolex has been putting on a decades-long clinic on how to win over tennis fans and become synonymous with the sport. Rolex offers key insights into how brands new to sports (and new brands, period) can capitalize as early adopters in women’s sports.

Yesterday, Saudi Arabia’s Public Investment Fund (PIF) built on its expansive partnership with the WTA by launching the PIF WTA Maternity Fund Program, the first in women’s sports history to offer paid maternity benefits to self-employed athletes.

Tennis’ first Grand Slam champions of the year have been crowned, with a new winner in the women’s game and a repeat trophy hoister on the men’s side. Take a bow.

It’s only the second round at the Australian Open (tennis’ first Grand Slam of the season), but headlines are already popping Down Under, from unexpected upsets to a Brazilian teen making a splash in his first career Slam.

Yesterday, NYC–based investment firm Blue Owl Capital built on its unique US Open advertising strategy with a marquee tennis sponsorship spanning all four Grand Slams. The company will focus on partnering with lower-ranked challengers to optimize its bets for outsized ROI, while also leveling the endorsement playing field court.

The Australian Open — tennis’ first Grand Slam of the year — began in Melbourne last night, so today, we’re serving up all you need to know as the tourney continues this morning. Start practicing your Aussie slang and accent, and walkabout through this year’s preview.

Last March, the WTA established WTA Ventures, a unique strategic partnership with CVC Capital Partners to create a commercial branch of the women’s tennis tour dedicated to boosting revenue and ROI for the tour. And now the results are in: WTA Ventures increased its revenue by 24% in its first year, setting a new record for the tour.

Tennis legend Rafael Nadal officially retired yesterday following Spain’s quarter-final exit from the Davis Cup, marking the end of his career with a final pro match loss to world No. 80 Botic van de Zandschulp.

The World Cup of women’s tennis is underway in Spain, with 12 nations battling for the title and a slice of the groundbreaking $9.6M purse as the BJK Cup offers equal prize money to the Davis Cup Finals (the men’s tourney equivalent) for the third consecutive year.

The Women’s Tennis Association (WTA) Finals (the last tournament of the WTA Tour) is underway, with two standout players already clinching their spot in the semis and a stacked doubleheader set for this morning. Now that’s a serve.