The 29th WNBA season tipped off last Friday with a record 45 official sponsors, including 10 brands that signed on during the past year, according to Sports Business Journal (SBJ). Let’s dive into why these old and new brands are recognizing the potential for brand amplification in the W.

The best-of-five PWHL Finals are officially set after the Ottawa Charge eliminated the Montréal Victoire (who notably chose to play Ottawa) with Friday’s 2–1 Game 4 win. Revenge, served cold. Can the Charge keep up their Cinderella run, or will the defending champ Minnesota Frost (who pulled off their own upset of the Toronto Sceptres last week) repeat? We’re about to find out — the puck drops on Game 1 tomorrow at 7 p.m. ET.

After a whirlwind two rounds of high-stakes basketball, it’s on to the conference finals. The Eastern Conference action, featuring a pair of dragon slayers in the NY Knicks and Indiana Pacers, doesn’t tip off until Wednesday, so today’s all about the West. Let’s hoop to it.

That’s right, the WNBA season tips off tonight. Enough said — let’s hoop right to it.

Believe it or not, it’s nearly time for the conference finals with two tickets already punched by the Indiana Pacers and Minnesota Timberwolves. That said, there are still some lingering questions keeping us up at night. Forget counting sheep — let’s dig in.

Yesterday, the WNBA announced that partner CarMax activated its Tip-Off Test Drive promotion once again, meaning fans can catch the beginning of the season on WNBA League Pass for free. Sponsoring exclusive, free content is a fantastic way to rev up positive brand association, which is especially key in a space where consumers reward their favorite sponsors.

With the WNBA season tipping off tomorrow, we’re seeing an increase in aspirational companies choosing to partner with the W. And according to the latest data insights from Sports Innovation Lab (SIL), there’s a reason why brands like Fenty Beauty are choosing the WNBA, especially teams like the NY Liberty and Golden State Valkyries.

You already know making a pro hockey playoff bracket can be hard and unpredictable, but some playoff trends are starting to resurface, like the Toronto Maple Leafs’ postseason struggles and the Presidents’ Trophy curse.

This week, vaginal care brand Vagisil announced a new partnership with the NY Liberty that bonds the NYC–based brands over a shared message of empowering women. Additionally, athlete-focused tampon company Sequel will serve as the Indiana Fever’s official tampon in a deal that includes Lexie Hull as a player ambassador and free tampons at Gainbridge Fieldhouse.

We’re back with part two of our Inside the Lines series: a candid conversation with Canadian figure skating icon and three-time Olympic medalist Patrick Chan on “Navigating High-Stakes Moments.”

No sophomore slump here. The second-ever PWHL postseason has been absolute fire. We’re smackdab in the middle of the best-of-five semifinals — and both series have been icy and spicy.

Last but not least, Round 2 of the Stanley Cup Playoffs rage on, bringing down-to-the-wire tilts everywhere you look. Postseason hockey is simply unmatched.