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Athletes Unlimited’s Jessie Warren on Her Unique Coaching Style and AU’s success

Football stadium at night / JWS
Football stadium at night / JWS

Esmeralda Negron is the Co-Founder and General Manager of Ata Football, an over-the-top sports streaming service carrying live broadcasts of women’s football. In partnership with JWS, Ata Football has helped create The Soccer Show, a highlights-driven YouTube program dedicated to the FAWSL.  

For those who don’t know, can you give a quick overview of Ata’s business model? 

We’ve invested in these women’s football rights and created distribution partnerships with premium broadcasters in territories where we have live rights. We share these rights, because we think it’s the best thing for the sport, but we retain the ability to integrate sponsors into the live match: in opening and closing sequences, halftime shows, whatever it might be. 

We are in the process of talking to some really premier brands to, hopefully, get sponsors on for next season and beyond. A big part of our business model is driving revenue and marketing support via our broadcast sponsorship integration, but we’ll be launching our subscription platform in August of 2021 and that will also be a big part of our business model.

The company is a little over six months old. How are things going? 

People have asked that a bunch of times and I think we’re lucky in that… I don’t know how to explain it, but it feels like the market was excited about it. We launched this in a pandemic when fans were excited about live sport and seeing more and more come back on. We ultimately succeeded, in a way, because I think people were paying attention to anything that came back on. Fans were excited to have live sports. Any league that was confirming they were back on, that they would be visible and accessible to fans, was a positive.

What’s been the biggest challenge so far?

I think with any startup, you’re going to be struggling for resources and bandwidth. We have a phenomenal group of partners, consultants and interns who have all stepped up to bring the vision of Ata Football to life. We have incredible support from our investment group, 777 Partners through their shared services. Additionally, our broadcast production team, Gravity Media, based in London, are just top-class. Without all of these people, we wouldn’t be doing what we’re doing at this time. 

As with any startup, there are so many challenges. Especially in this space, in women’s sport and women’s soccer, there’s incredible growth and opportunities and partnerships and different things that you can do. It’s just finding the time and being smart with your time and navigating that piece of things, understanding that you’re in this startup phase where you want to do everything, but you don’t necessarily always have the resources or the bandwidth or the staff to be able to move on everything that you want. It’s a lot, but it’s also something I love and I’m so passionate about. I feel so excited about what we’re building and what we’re doing.

Where do you think the biggest future opportunities are? 

For us, providing this visibility and accessibility, both on atafootball.com and with our premium broadcast partners, has been phenomenal. In the long term, we hope our digital platform will be  where we deliver the most value to fans and players of the game. We want to unite a community around women’s soccer and really deliver valuable experiences, resources, and tools to fans and the grassroots market. 

You yourself were an extremely accomplished college soccer player at Princeton. From then to now, can you describe the growth you’ve seen as a player and a businesswoman around the global women’s game? 

The leagues and the clubs now feel like they have partners and a support system that’s really going to help them build legitimate fandom and grow the game. That was the inspiration behind launching Ata Football. And when I think back to my experience as a pro in 2006, 2007, and what the landscape looks like now, it’s night and day. 

Some people still say, “Oh, women’s sports are still super behind.” And it is when you compare them to men’s. But when you think about the growth in the 10-15 years from when I played, it’s incredible. It’s exciting to see, and it’s really promising. 

At Ata Football, we’re really just excited to be involved and to support the growth, to support the visibility, just as I know JWS is. Companies like Just Women Sports and Ata Football can hopefully drive this virtuous cycle of reinvestment in the game and really deliver value to everybody associated with the game so that sponsors can now reach an engaged audience around women’s sports. 

Not to get lost in our own hype here, but what made you excited about working with JWS on the Soccer Show?

At Ata Football, we partner with other platforms and organizations that are invested in women’s sport and in bringing more promotion, marketing and coverage to the space. We realized that you guys were dedicated to covering the FAWSL and were excited to produce and launch this show. So for us, it was a no brainer. It’s an exciting partnership. We really respect everything that you guys are doing over there and we love it. To partner with another organization allows us to offer more to our audience and to your audience is a win-win for everybody.

There was big news out of the FAWSL recently with a new television deal with BBC and Sky Sports. What was your reaction, and what does that mean for Ata Football?

I think it’s phenomenal for the league. I think Sky’s investment in producing more matches at a higher level will only give us more opportunity to broadcast more matches here in the US that are produced at a really great standard. So we’re really excited. We have some friends at Sky Sports, so we’re excited for them and excited that there are now more and more investments and bigger investments in the media rights space. Without this type of investment and people recognizing the value and taking this leap, you can’t pump that money back into the leagues and the players and the clubs. I think seeing women’s sports finally getting that value, the attention around that, and people recognizing the value in it from a media rights perspective, I think is tremendous.

 

US Tennis Stars Advance as Wimbledon Field Narrows

Italy's Jasmine Paolini celebrates her first-round win over Latvia's Anastasija Sevastova at the 2025 Wimbledon Championships
World No. 4 Jasmine Paolini fell in the second round of the 2025 Wimbledon Championships on Wednesday. (Daniel Kopatsch/Getty Images)

The 2025 Wimbledon Championships wrapped its second round on Thursday, with the grass court Grand Slam seeing just 15 of the tournament's 32 seeded players advance to the Friday and Saturday's third round.

A full half of the WTA's Top 10 players did not survive the week, with 2024 Wimbledon finalist and world No. 5 Jasmine Paolini joining four first-round star exits by falling to unseeded Kamilla Rakhimova in a three-set, second-round battle on Wednesday.

At the same time, unseeded fan favorites like Japan's No. 53 Naomi Osaka and England's own No. 40 Emma Raducanu secured third-round spots at the London Slam, joining top surviving contenders like No. 4 Iga Świątek and defending Wimbledon champion No. 16 Barbora Krejčíková.

Notably, a full five US players managed to move ahead, tied for the largest national contingent still standing at the tournament.

Led by 2025 Australian Open champion No. 8 Madison Keys, the US group also includes No. 10 Emma Navarro and No. 12 Amanda Anisimova, as well as unseeded players No. 54 Danielle Collins and No. 55 Hailey Baptiste.

With matches against Świątek and No. 7 Mirra Andreeva, respectively, Collins and Baptiste have a tough third round ahead — though Navarro's battle against the 2024 champ Krejčíková arguably headlines Saturday's slate.

US tennis star Emma Navarro eyes a return during a 2025 Wimbledon match.
US star Emma Navarro will face 2024 champ Barbora Krejčíková in Wimbledon's Round of 32. (Rob Newell/CameraSport via Getty Images)

How to watch Wimbledon this weekend

While world No. 1 Aryna Sabalenka is still holding strong in the dwindling field, this year's Wimbledon play is proving that the London Slam is anyone's to take, as the grass court humbles even the sport's top stars.

Expect the twists and turns to continue as tennis's best battle for spots in Sunday's Round of 16.

Round-of-32 Wimbledon play kicks off at 6 AM ET on Friday, with live continuous coverage of the tournament airing on ESPN.

Finland Opens Women’s Euro 2025 with Upset Upset Win Over Iceland

Finland's Katariina Kosola and Emma Koivisto celebrate a goal during their opening 2025 Euro match.
Finland earned a surprise 1-0 win over Iceland in their 2025 Euro opener on Wednesday. (Alexander Hassenstein/Getty Images)

The 2025 European Championship is officially underway, as Euro action kicked off with a group-stage upset on Wednesday.

Though the 2025 UEFA tournament's opener was a sweltering affair amid a European heat wave, world No. 26 Finland prevailed, earning a 1-0 upset win over No. 14 Iceland in Group A.

Finnish winger Katariina Kosola played hero, curling in the winning goal in the match's 70th minute — just 12 minutes after Iceland midfielder Hildur Antonsdóttir picked up the competition's first red card.

"The result is important for our confidence," Kosola said after Finland's first major tournament win since the 2009 Euro. "It was the kind of goal I have been practicing a lot."

"It's terrible to lose and we feel frustrated," said Iceland head coach Thorsteinn Halldórsson. "It is an even group and we knew Finland were good, but our first half wasn't good enough."

Elsewhere, No. 16 Norway closed out Wednesday's slate on top of Group A, taking three points by defeating host No. 23 Switzerland in day's second match.

Led by captain and 2018 Ballon d'Or winner Ada Hegerberg — who pulled the match even with a second-half strike — Norway battled to a 2-1 comeback win, despite the Swiss side outshooting and out-possessing the Norwegians.

Spain jersey hang in lockers ahead of the team's 2025 Euro opening match against Portugal.
Reigning World Cup champions Spain will open their 2025 Euro account against Portugal. (Aitor Alcalde - UEFA/UEFA via Getty Images)

How to watch this week's 2025 Euro action

Group B steals the 2025 Euro spotlight on Thursday.

While No. 13 Italy snagged a 1-0 opening win over No. 20 Belgium to kick off the day, 2023 World Cup champions and tournament favorite No. 2 Spain will face No. 22 Portugal at 3 PM ET.

Friday's Group C slate will pit No. 12 Denmark against No. 6 Sweden at 12 PM ET, before No. 3 Germany contends with No. 27 Poland at 3 PM ET.

Closing out the first group-stage matches will be arguably the toughest draw of the 2025 Euro pool.

Saturday's Group D slate features major tournament debutants No. 30 Wales against the No. 11 Netherlands at 12 PM ET, with No. 10 France taking on defending champions No. 5 England to cap the day at 3 PM ET.

Live coverage of 2025 Euro matches will air across Fox Sports platforms.

USWNT Caps Summer Friendlies with 3-0 Canada Shutout

Yazmeen Ryan, Michelle Cooper, Claire Hutton, Mandy McGlynn, and Izzy Rodriguez and the rest of the USWNT huddle after their July 2025 friendly win over Canada.
The USWNT finished the summer international window with 11 goals, conceding none, across three matches. (Brad Smith/ISI Photos/USSF/Getty Images)

The world No. 1 USWNT ruled the pitch on Wednesday night, shutting out North American rivals No. 8 Canada 3-0 to finish the international window on a high note.

Catching the Canada backline sleeping, US midfielder Sam Coffey opened the scoring at the 17-minute mark before 19-year-old Claire Hutton claimed her first-ever USWNT goal by heading in a Rose Lavelle corner kick in the game's 36th minute.

Houston Dash forward Yazmeen Ryan then padded the US tally in the waning minutes of the match, finding the back of the net just eight minutes after subbing onto the field.

Despite fielding a young roster, the US overpowered a veteran-heavy Canada side in almost every category, topping their Northern neighbors in shots, shots on target, possession, and — most notably — set pieces.

Canada ultimately couldn't match the game's mental pace or physical battle, as the USWNT scored all three goals off dead ball situations — a free kick, a corner kick, and a throw-in.

"It's not about the opponent," US head coach Emma Hayes said after the match. "It's about what we do, and I felt that was extremely dominant."

With Wednesday's contributions, the USWNT finishes the summer window with 11 goals scored across the three friendlies — and zero goals conceded.

The US now enters an extended break before reconvening for another as-yet-unannounced friendly series in October — but players will be expected to perform in the meantime.

"I said to the players in the end in the huddle, if you want to compete to win the biggest things, it's not what you do here that matters," said Hayes. "It's what you do when you go back to your club."

Seattle Storm Looks to Climb the WNBA Standings in Weekend Gauntlet

Seattle Storm star Nneka Ogwumike high-fives teammates as she's introduced before a 2025 WNBA game.
The No. 5 Seattle Storm will face No. 4 Atlanta and No. 3 New York this weekend. (Soobum Im/NBAE via Getty Images)

The 2025 WNBA regular season returns on Thursday night, with teams at the top of the league standings looking to prove their mettle against close competition across the long holiday weekend.

The No. 5 Seattle Storm have arguably the toughest weekend assignments, taking on the No. 4 Atlanta Dream on Friday before tackling the No. 3 New York Liberty on Sunday.

Four middle-of-the-pack teams will look to close in on a double-digit season win tally while the league's frontrunners strive to maintain their advantage in this weekend's slate:

  • No. 7 Las Vegas Aces vs. No. 8 Indiana Fever, Thursday at 7 PM ET (Prime): Though still without star Caitlin Clark, the Fever hope to harness their 2025 WNBA Commissioner's Cup victory momentum against an Aces side tied with Indiana with an 8-8 season record.
  • No. 5 Seattle Storm vs. No. 4 Atlanta Dream, Thursday at 7:30 PM ET (WNBA League Pass): Seattle will look to make strides against a strong Atlanta side while putting last Sunday's stinging 84-57 loss to up-and-comer Golden State in their rearview.
  • No. 6 Golden State Valkyries vs. No. 1 Minnesota Lynx, Saturday at 8 PM ET (WNBA League Pass): The rising Valkyries must face a Lynx side hunting redemption, as the league-leaders look to bounce back from their stifling Tuesday Commissioner's Cup upset loss.
  • No. 5 Seattle Storm vs. No. 3 New York Liberty, Sunday at 1 PM ET (CBS): With injured Liberty center Jonquel Jones still sidelined, the Seattle Storm will have a chance to steal a weekend game against the reigning champs, as New York struggles to re-find their footing.

With the 2025 WNBA All-Star break looming, early top performers must keep standards high if they want to hold the line when the season crosses the midway point.

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