There is a mystique with sports collectibles. When a team or athlete delivers a performance that fans cherish, they can bottle up those feelings of elation and pride and relive them through visual items commemorating the moment.

Game-worn memorabilia and framed and autographed photos featuring those types of iconic performances from athletes’ careers have become commonplace in men’s sports. They haven’t been as accessible, however, for fans of women’s sports.

Brandon Steiner, founder and CEO of CollectibleXchange, has set out to shift the paradigm, launching an online platform in August that sells memorabilia and merchandise for athletes exclusively in women’s sports. With The Collective Marketplace on Athlete Direct, he aims to highlight the one-of-a-kind athletes and show that there is a market out there for women’s sports memorabilia.

“I’ve always been a fan of trying to appreciate the greatness,” Steiner tells Just Women’s Sports. “When you look at a Sue Bird, or a [Diana] Taurasi, Mia Hamm, Serena Williams, I mean, these are not athletes that will be easily duplicated, and we may never see talent like this again.

“I want people to see that and appreciate it, and that’s the purpose of putting this collection together.”

The Collective Marketplace on Athlete Direct, backed by Wasserman’s women-focused division, The Collective, is athlete-controlled. That means the athletes Steiner works with can manage the commercial value of their exclusive memorabilia.

Among those currently selling game-worn jerseys, licensed products and autographs on the platform are Sue Bird, Breanna Stewart, Nneka Ogwumike, Alex Morgan and Megan Rapinoe. Currently, it’s the only online collectible marketplace dedicated solely to women’s sports.

The venture into women’s sports is new for Steiner, who founded Steiner Sports Marketing & Memorabilia in 1987 and worked primarily with men’s teams and athletes for over 32 years. (Steiner is no longer affiliated with Steiner Sports.)

When reflecting on why he made the jump, one specific moment comes to mind. Six years ago, Steiner was set to receive an award for his involvement in women’s sports. He asked his daughter if she would present him with the honor. She refused and told him he should, too.

“My daughter’s like, ‘No, I’m not giving the award. You haven’t done enough. What have you done? All I see you is making money with men and guys. Yeah, you help coach some women’s basketball and you do a couple of things, but you gotta do more,’” Steiner says.

The moment resonated with the career businessman. Realizing his daughter was right, Steiner vowed then and there to do something that would make an impact in the women’s sports space.

“It was a little bit of a wake-up call, a little bit of a push that I needed to get into this thing, and it started with her,” he says.

Fans of women’s sports have grown accustomed to a lack of merchandise for their favorite teams and players. U.S. women’s national soccer team fans have lamented the shortage of jerseys on the team store. In the WNBA, a league of 144 players, the jerseys of only a select few players were labeled as “ready to ship” this season. The league has taken steps to increase supply after agreeing to a multi-year partnership with DICK’S Sporting Goods, but the concerns persist.

Athletes share fans’ frustrations, Steiner says, and recognize that licensing in women’s sports needs to improve.

The influx of sports memorabilia into the retail space helps, with items on Steiner’s platform ranging beyond soccer and basketball. Fans of April Ross and Alix Klineman, who won beach volleyball gold at the Olympics this past summer, can purchase signed memorabilia from their run in Tokyo. WNBA stars like Bird and Stewart have also taken their collections a step further, putting sneakers up for sale.

“I love Breanna Stewart’s sneakers,” Steiner says. “She’s a sneakerhead, and I love the fact that she’s got fashion.”

Steiner sees record-breaking accomplishments in women’s sports, like Bird and Taurasi’s fifth Olympic gold medal with USA Basketball, and wants them to receive the same attention as their male counterparts.

“It’s not a sidebar thing,” Steiner says, adding that he’d like to see women support women through investment.

“Guys are just into every sport, and they think because they watched something 20 years ago that now they’re an expert on women in sports,” he says. “But women should know. We’re going through a special time now in women’s sports.”

Just as increasing access to women’s sports games and coverage helps draw fans and grow the industry, expanding the market for women’s sports products can strengthen the foundation.

“You have an 11-year-old daughter — man, I want to put a picture of Diana Taurasi in her room rather than a picture of Steph Curry,” Steiner says.

Building the ecosystem of women’s sports, Steiner contends, will create a cycle of investment, demand and growth. The Collective Marketplace on Athlete Direct is part of what makes that possible, all in one place.

“It just puts it in a nice bow and a package,” Steiner says. “I think that’s the stuff that we should be celebrating and enjoying. There’s a lot of greatness, a lot of winning going on.

“My goal is to bring that [greatness] out. And I think you can do that a lot with the collectibles.”

(Editor’s note: The Collective Marketplace on Athlete Direct is a sponsor of Just Women’s Sports)

Emma Hruby is an Associate Editor at Just Women’s Sports. Follow her on Twitter @EHruby.

Longtime USWNT fixture Carli Lloyd took to Instagram Wednesday morning to announce that she’s pregnant with her first child. 

"Baby Hollins coming in October 2024!" she wrote. The caption framed a collaged image of baby clothes, an ultrasound photo, and syringes indicating what she described as a "rollercoaster" fertility journey.

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In a Women’s Health story published in tandem with Lloyd’s post, the Fox Sports analyst and correspondent opened up about her struggles with infertility and the lengthy IVF treatments she kept hidden from the public eye.

"Soccer taught me how to work hard, persevere, be resilient, and never give up. I would do whatever it took to prepare, and usually when I prepared, I got results," Lloyd told Women’s Health’s Amanda Lucci. "But I found out that I didn’t know much about this world. I was very naive to think that we wouldn’t have any issues getting pregnant. And so it began."

Lloyd went on to discuss her road to pregnancy in great detail, sharing the highs and lows of the process and expressing gratitude for the care and support her family and medical team provided along the way. She rounded out the piece with a nod toward others navigating the same challenges, encouraging people to share their own pregnancy journeys, painful as they may be.

"My story is currently a happy one, but I know there are other women who are facing challenges in their pregnancy journey. I see you and I understand your pain," she said. "My hope is that more and more women will speak up about this topic, because their stories helped me. I also wish for more resources, funding, and education around fertility treatments. There is much to be done, and I hope I can play a role in helping."

The 41-year-old New Jersey native retired from professional soccer in 2021, closing out her decorated career with 316 international appearances, the second-most in USWNT history, in addition to 134 international goals. A legend on the field, Lloyd walked away from the game with two World Cups, two Olympic gold medals, and two FIFA Player of the Year awards.

On Tuesday, FIFPRO announced the launch of Project ACL, a three-year research initiative designed to address a steep uptick in ACL injuries across women's professional football.

Project ACL is a joint venture between FIFPRO, England’s Professional Footballers’ Association (PFA), Nike, and Leeds Beckett University. While the central case study will focus on England’s top-flight Women's Super League, the findings will be distributed around the world.

ACL tears are between two- and six-times more likely to occur in women footballers than men, according to The Guardian. And with both domestic and international programming on the rise for the women’s game, we’ve seen some of the sport's biggest names moved to the season-ending injury list with ACL-related knocks.

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Soccer superstars like Vivianne Miedema, Beth Mead, Catarina Macario, Marta, and England captain Leah Williamson have all struggled with their ACLs in recent years, though all have since returned to the field. In January, Chelsea and Australia forward Sam Kerr was herself sidelined with the injury, kicking off a year of similar cases across women’s professional leagues. And just yesterday, the Spirit announced defender Anna Heilferty would miss the rest of the NWSL season with a torn ACL. The news comes less than two weeks after Bay FC captain Alex Loera went down with the same injury. 

Project ACL will closely study players in the WSL, monitoring travel, training, and recovery practices to look for trends that could be used to prevent the injury in the future. Availability of sports science and medical resources within individual clubs will be taken into account throughout the process.

ACL injuries in women's football have long outpaced the same injury in the men's game, but resources for specialized prevention and treatment still lag behind. Investment in achieving a deeper, more specialized understanding of the problem should hopefully alleviate the issue both on and off the field.

With recent transfers Talia von Oelhoffen and Kiki Iriafen joining first-team All-American JuJu Watkins and the nation’s No. 1 recruiting class at USC next season, the Trojans look to transition from an up-and-coming squad to a legitimate title contender. 

Former Oregon State graduate student von Oelhoffen is the latest collegiate talent to commit to the program, announcing her transfer Monday via ESPN. She follows ex-Stanford leading-scorer Iriafen in the jump to the pair’s one-time Pac-12 rival.

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The 5-foot-11 Washington native was a two-time All-Pac-12 guard during her time at Oregon State. But after the recent dissolution of the Pac-12, the Corvallis side found themselves without a permanent home conference going forward. Many big name players opted to take their skill elsewhere as a result, with von Oelhoffen’s fellow ex-Beaver Raegan Beers announcing her own departure to Oklahoma on Monday.

According to DraftKings, USC is now tied with UConn for the second-best betting odds to win the 2025 NCAA women’s tournament. Dawn Staley’s tested South Carolina side, poised for a repeat performance, holds down the number one spot.

Last year, LSU loaded up in the transfer portal after beating Iowa to win the 2023 national championship. The Tigers were clear favorites coming into the 2023-24 season, but were bounced in the Elite Eight by Caitlin Clark’s Hawkeyes. Shortly thereafter, star transfer Hailey Van Lith opted to transfer a second time, this time signing with TCU. 

Yet while history proves that an excess of star power doesn’t always translate to on-court chemistry, on paper, USC sure looks ready to hold their own — in 2025 and beyond.

The United States and Mexico have withdrawn their joint bid to host the 2027 Women’s World Cup, per a Monday afternoon release from U.S. Soccer and the Mexican Football Federation.

According to the statement, they will instead focus on developing a "more equitable" bid for the 2031 tournament, with the ultimate goal of "eliminating investment disparities" between the men’s and women’s tournaments.

The federations went on to cite the upcoming 2026 Men’s World Cup in the U.S., Canada, and Mexico as an opportunity to build support for local infrastructure, improve audience engagement, and scale up media and partnership deals in preparation to "host a record-breaking tournament in 2031."

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"Hosting a World Cup tournament is a huge undertaking — and having additional time to prepare allows us to maximize its impact across the globe," said U.S. Soccer President Cindy Parlow Cone. "Shifting our bid will enable us to host a record-breaking Women’s World Cup in 2031 that will help to grow and raise the level of the women’s game both here at home as well as across the globe."

The decision leaves just Brazil and a joint bid from Belgium, Germany, and the Netherlands in the running for the 2027 host spot. Brazil — the rumored frontrunner — has never hosted a Women’s World Cup, while Germany hosted the 2011 tournament as a solo venture. 

Furthermore, this postponement doesn’t mean the U.S. is a shoo-in for 2031, as it's been previously reported that 2022 UEFA Women's EURO host England is considering their own Women's World Cup bid. FIFA is scheduled to confirm the winning bid after the FIFA Congress votes on May 17th.