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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.

 

UEFA Draw Sets Champions League Quarterfinals

The UEFA Champions League trophy sits on display before the 2024/25 quarterfinals draw.
Eight teams' paths to May's Champions League final in Lisbon were determined in Friday's draw. (Kristian Skeie - UEFA/UEFA via Getty Images)

The 2024/25 Champions League quarterfinals are officially set, with UEFA drawing the remaining eight teams into the field early Friday morning.

The annual season-long competition pits Europe's top leagues against each other. This season, 72 clubs across 50 different leagues qualified for the contest. From the UK to Ukraine, all teams have been vying for the continent's top-dog status amidst a cutthroat atmosphere and a growing sense of parity in the sport.

Two qualifying rounds narrowed the initial teams down to the 16 contending in the tournament's official group stage. Each played six group-stage matches from October through December to determine the eight clubs that advanced to Friday's final draw.

A screen shows the 2024/25 UEFA Champions League quarterfinal pairings at Friday's draw.
Four previous champions made the 2024/25 Champions League quarterfinals. (Kristian Skeie - UEFA/UEFA via Getty Images)

The road to Champions League glory in Lisbon

All remaining clubs are now eyeing the May 24th final in Lisbon, Portugal, and Friday's draw mapped each team's path to that championship match. The 2024/25 quarterfinals will feature four former champions and four seeking a first-ever trophy, with both familiar fights and rarely tested toss-ups on deck.

Both the March quarterfinals and April semifinals employ a two-leg format, offering teams who suffer narrow first losses a shot at second-match redemption.

Friday's draw determined that WSL contenders Arsenal will kick off the tournament's quarterfinals against Real Madrid on March 18th, with Germany's Bayern Munich taking on France's 2024 UWCL runners-up Olympique Lyonnais shortly afterwards.

The following day, Bayern's Frauen-Bundesliga foes Wolfsburg will face Spain's 2024 UWCL champs FC Barcelona. Closing out the initial tilts is a WSL standoff between Manchester City and the UK league's undefeated titans Chelsea FC.

Lyon's Michele Kang, president of the winningest Champions League team in history, speaks to the media after Friday's UEFA draw.
Backed by club president Michele Kang, Lyon will seek its record ninth UWCL title this year. (Kristian Skeie - UEFA/UEFA via Getty Images)

Increased global parity to test UWCL dynasties

With eight of the tournament's 23 titles under their belts, Lyon is the winningest team in UWCL history. Meanwhile, current back-to-back champions Barcelona claimed three of the last four trophies.

Despite the recent two-team domination, capturing this season's title will be a challenge. Hoping to spoil Lyon's and Barcelona's dynastic runs is four first-time title-hunters, plus two-time winners Wolfsburg and early champion Arsenal — who won the trophy in 2007, when the tournament was called the UEFA Women's Cup.

All in all, the European crown has never been tougher to claim, with leagues across the continent increasingly stocking up on standout — and potentially game-changing — players from beyond their borders.

Portland Announces Joint NWSL x WNBA Training Center

A rendering of the outside of the proposed NWSL x WNBA performance complex in Portland.
The Portland facility will be the first shared WNBA-NWSL performance complex under the same ownership. (RAJ Sports/Populous)

Portland is going all in on women's sports, with RAJ Sports — the ownership group behind both the NWSL's Thorns and Portland's incoming WNBA team — announcing the development of a new $150 million sports performance complex on Thursday.

The 12-acre dual-sport performance center will be the first-ever facility housing both a pro women's soccer squad and a pro women's basketball team.

Innovation and amenities lead Portland design

At 63,000 square feet, the incoming NWSL x WNBA training facility will feature two basketball courts, two soccer pitches, a 17,000-square-foot practice gym, a state-of-the-art strength training facility, and a laundry list of additional top-of-the-line amenities.

According to the Thorns' announcement, the center aims to "[elevate] the standard of athletic development by integrating cutting-edge training, advanced recovery, and holistic wellness with lifestyle elements specific to the needs of female athletes in a collaborative multi-team setting."

The wellness additions include recovery lounges and pools, hyperbaric therapy, red-light therapy, and a yoga and pilates room, plus access to a full-time chef and nutritionist via the center's kitchen and dining hall.

"This kind of high-performance training facility allows us to elevate every part of our game, becoming better and more well-rounded athletes," said Thorns forward Sophia Wilson (née Smith).

"Having a space designed specifically for female athletes gives us yet another leg up on the competition and will be vital to our future successes."

A rendering of the basketball court in the proposed Portland performance complex.
The WNBA and NWSL performance complex adds Portland to a growing list of women's sports facilities. (RAJ Sports/Populous)

Portland joins other WNBA and NWSL teams building own facilities

Portland is just the latest in a wave of women's teams across top-tier US leagues breaking ground on dedicated performance facilities.

Earlier this week, WNBA newcomer Golden State unveiled their own custom-built Valkyries Performance Center. Last month, NWSL side Angel City cut the ribbon on their dedicated training facility.

RAJ Sports’ effort to continue the investment trend comes barely a year after their January 2024 purchase of the Thorns. That move was finalized a little over eight months before the WNBA accepted their expansion bid, making the Bhathal family — who also have a stake in the NBA's Sacramento Kings — the first-ever ownership group to oversee pro women's teams in two different sports.

Las Vegas Aces Revamp Roster with Offseason Moves

Las Vegas Aces standouts Sydney Colson and Tiffany Hayes race downcourt during a 2024 game.
Both Sydney Colson and Tiffany Hayes are departing Las Vegas this season. (David Becker/NBAE via Getty Images)

WNBA roster shakeups kept rolling this week, with a deluge of moves radically reshaping the 2022 and 2023 league champion Las Vegas Aces.

After three seasons in Las Vegas, backup guard and popular locker room presence Sydney Colson signed a one-year deal with Indiana on Thursday. The Fever, who've been aggressive about inking athletes they believe will bring a title back to Indianapolis, targeted Colson for her veteran experience.

"[Colson] brings a championship pedigree to the Fever, adding depth to our point guard position, said Fever COO and GM Amber Cox in the team's announcement. "We have the utmost confidence in her ability to step into any situation and deliver on both ends of the floor."

Joining Colson in leaving Las Vegas is forward Alysha Clark. A key factor in the Aces' 2023 title run — which ultimately earned her the WNBA's Sixth Woman of the Year award — Clark is returning to the Seattle Storm, where she played from 2012 to 2020.

The Aces are also losing their 2024 Sixth Woman of the Year, Tiffany Hayes. Despite the Aces protecting her in December's expansion draft, the free agent guard will take her talents to incoming franchise Golden State. There, she'll link up with former Las Vegas assistant coach-turned-Valkyries boss Natalie Nakase.

"Having coached Tiffany last season in Las Vegas, I know firsthand the impact she brings both on and off the court," Nakase noted. "Her versatility, intensity, and ability to score will be invaluable as we build our team's identity."

Atlanta's Cheyenne Parker-Tyus guards Las Vegas's A'ja Wilson during a 2024 WNBA game.
Cheyenne Parker-Tyus will join A'ja Wilson in the Aces' front court this season. (Rich von Biberstein/Icon Sportswire via Getty Images)

Las Vegas Aces take aim at refreshed dynasty

After falling short of a three-peat championship last season — despite three-time WNBA MVP A'ja Wilson's outstanding 2024 performance — a significant Aces roster reshuffling was all but guaranteed ahead of the 2025 season.

Las Vegas kicked things off by shipping All-Star guard Kelsey Plum off to the LA Sparks last month. The blockbuster three-team trade sent Seattle's two-time champ Jewell Loyd to the Aces in return.

To shore up their front-court, Las Vegas inked 6-foot-4 power forward Cheyenne Parker-Tyus on Thursday. The 2023 All-Star averaged 15 points and 6.7 rebounds for Atlanta that season, and was on her way to matching that production last year when an ankle injury curbed her 2024 run.

Ultimately, Las Vegas's roller coaster offseason reflects both the WNBA's shifting landscape and the Aces' quest to revive their former dynasty, hoping a fresh start can fuel them all the way to another league title in 2025.

Tennessee Upsets NCAA Rival UConn in Vols’ First Top 10 Win

Tennessee basketball players Jewel Spear and Zee Spearman celebrate their 80-76 upset win over UConn.
Tennessee scored their first win over UConn since 2007. (Johnnie Izquierdo/Getty Images)

No. 19 Tennessee notched the first major win of their Kim Caldwell era on Thursday night, stifling No. 5 UConn 80-76 to capture their first Top 10 basketball victory of the season — and first win over the Huskies since 2007.

Bolstered by a 13-0 run in the third quarter, Tennessee out-rebounded UConn 46-34 to hold the Huskies at bay.

On defense, the Vols managed to limit UConn star and projected 2025 WNBA Draft No. 1 pick Paige Bueckers to just 5-of-16 from the field and 2-of-6 from beyond the arc.

"We had poise down the stretch. I think we played with confidence. I think we played to win, as opposed to afraid to lose," commented first-year Tennessee head coach Caldwell after the game.

Tennessee flips the historic rivalry script against UConn

Once one of the most heated historic rivalries in NCAA basketball, Tennessee and UConn met 22 times from 1995 to 2007. The Huskies took 13 victories over that stretch.

Since the teams rebooted their non-conference series in 2020, UConn has taken the win in all four meetings — until Tennessee halted the Huskies on Thursday.

A big upset win from the Vols has felt increasingly inevitable this season, as Tennessee has come wildly close to claiming multiple top-tier upsets. They fell to No. 4 Texas by just four points, No. 6 LSU by two points, and logged one-point losses against both No. 15 Oklahoma and No. 24 Vanderbilt.

Last week, the Vols lost to No. 2 South Carolina 70-63. Subsequently, Tennessee became just the second team to limit the reigning NCAA champs to a single-digit win this season.

Despite Tennessee’s recent rise, Thursday's result was a blow to UConn. The Huskies are now 21-3 in 2024/25 play, with all three losses coming against Top 10 teams. UConn likely has just one regular-season Top 10 matchup left by way of a February 16th clash with South Carolina.

"The bottom line is we have some players on our team that are supposed to be our best players and they've got to play better. That's all there is to it," said UConn head coach Geno Auriemma in response.

South Carolina's Bree Hall defends Texas guard Madison Booker during a 2024 NCAA basketball game.
Texas and South Carolina will meet in a Top-4 matchup on Sunday. (Sean Rayford/Getty Images)

How to watch top-ranked NCAA basketball this weekend

As tough as the SEC has been, there's little rest for the weary, with No. 19 Tennessee gearing up for a rematch with No. 6 LSU at 4 PM ET on Sunday. Live coverage will air on ESPN.

In Top 10 weekend action, No. 8 Ohio State will cap their West Coast trip against No. 7 USC at 9 PM ET on Saturday, live on Fox Sports.

Then on Sunday, No. 4 Texas will host No. 2 South Carolina at 2 PM ET, with ESPN broadcasting live.

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