Interest in women’s sports is growing. Here’s how some women-owned companies are responding

Liv Cycling sponsors women’s racing teams and competitions, like the Tour de France Femmes, in addition to community clubs.
The New York Times

Women’s soccer fans support the brands that support their favorite players and teams

For years, brands’ default narrative for women’s soccer marketing was great stories, inspiring athletes, but commercially unproven. Sponsors stayed conservative, sticking with the NFL, NBA, MLB and ...