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.

After trailing by as many as 18 points in the first half, the Minnesota Lynx stormed back to a 95-93 overtime win in Brooklyn on Thursday to steal Game 1 of the WNBA finals on the road. Minnesota's return from 18 points down ties the greatest comeback in WNBA history, ironically first set by the Liberty in Game 2 of the 1999 finals.

The Liberty came out swinging early in front of a raucous Barclays Center crowd, scoring 32 points in the first quarter as the Lynx suddenly found themselves in danger of becoming overwhelmed. But Minnesota kept chipping away at the lead, reducing New York's advantage to single digits at halftime.

As the teams traded runs in the second half, it appeared as if New York would to be able to hold off a late charge by the Lynx, leading by 15 points with 5:20 remaining in the game. But once again, Minnesota remained calm and went on a run of their own.

"I think it defines our team in terms of being able to get through difficult times," Lynx head coach Cheryl Reeve said after the game. "That's what we are talking about: You have to be mentally tough and resilient."

Guard Courtney Williams made the four-point play to give Minnesota an unlikely one-point lead with seconds remaining, and Breanna Stewart split two free throws to send the game into overtime.

After a slow start to the overtime period, Lynx star Napheesa Collier's final midrange jumper proved to be the difference, sending Minnesota into Game 2 with a 1-0 advantage. The Lynx are the first team in WNBA postseason history to win a game after trailing by 15+ points in the final five minutes of regulation in 184 games.

New York center Jonquel Jones led all scorers with 24 points, but Minnesota got the most out of the trio of Collier (21 points), Williams (23 points), and Kayla McBride (22 points).

New York's chance to bounce back

The Liberty are now 0-6 in Game 1 of the WNBA finals, and will try to bounce back in Game 2 on Sunday at 3pm ET (ABC). "This is a series, and we wanted to really win for home court [advantage]. But the beauty is we have another game on Sunday and we'll be ready," Stewart said after the game.

For the Liberty, the pressure will be on. No WNBA team has ever come back from a 2-0 deficit in a best-of-five playoff series, something New York knows well. The Liberty sent two-time defending champion Las Vegas home in the semifinals after building a similar insurmountable advantage.

"We're disappointed," Liberty head coach Sandy Brondello said. "We have to be better. We're a better team than what we showed today."

After missing the free throw that would have sealed the game for New York, and missing a key layup in overtime, Stewart is also prepping for a personal bounce back. "I feel like knowing my teammates, and that everyone has confidence in me is important," she said. "It's kind of like, on to the next, and still making sure I'm aggressive any time on the court. Obviously as a player, it's very frustrating."

Following Sunday's matchup, the series will head to Minnesota for Game 3 and a possible Game 4. New York will be very motivated to stretch the series as long as possible.

"We can't play to not lose, and I think we started to play [like that] a little bit," said Sabrina Ionescu.

WNBA announces draft, postseason infrastructure for 2025

Prior to Game 1, league commissioner Cathy Engelbert announced plans for the 2025 college draft, as well as a new structure for the postseason. The 2025 draft lottery will take place on Nov. 17, as the LA Sparks, Dallas Wings, Washington Mystics and Chicago Sky find out who will hold the No. 1 pick in the 2025 draft.

Expansion side the Golden State Valkyries will officially pick fifth in all three rounds of the 2025 draft, Engelbert also announced on Thursday. The Valkyries made their own bit of splashy news earlier in the day, announcing Aces assistant Natalie Nakase as the team's inaugural head coach.

The WNBA will also be making changes to the postseason starting in 2025, in reaction to the growing appetite for more games in more home markets.

The league will be expanding the finals to a best-of-seven series instead of a best-of-five starting in 2025. The first round will also go from a home-home-away cadence for the higher seed to a 1-1-1 structure, meaning all playoff teams will be guaranteed a postseason home game next year.

In today’s episode, Claire ponders another Sun postseason exit, and the risks and rewards of blowing things up in the pursuit of playoff glory.

She then previews the finals between the Lynx and the Liberty, with one key element she believes will earn one of the teams a title. She closes with some of the NWSL news of the midweek, which feels destined to shape the postseason and beyond.

The Late Sub with Claire Watkins brings you the latest news and freshest takes in women’s sports. This is the weekly rundown you’ve been missing, covering the USWNT, NWSL, WNBA, college hoops, and whatever else is popping off in women’s sports each week. Special guest appearances with the biggest names in women’s sports make The Late Sub a must-listen for every fan. Follow Claire on X/Twitter @ScoutRipley and subscribe to the Just Women’s Sports newsletter for more.

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With the 2024 NWSL Shield firmly in Orlando's hands, attention turns to the final three available playoff spots up for grabs as the regular season turns into the home stretch. The Chicago Red Stars, currently in sixth, could become the next team to clinch a postseason berth with a win against the surging Gotham on Saturday at 4pm ET (Paramount+).
 
Only Houston has been eliminated from postseason contention thus far, but Portland (7th) and Bay FC (8th) will try to hold off those below the playoff line to better their odds at a quarterfinal appearance. Racing Louisville appears poised to challenge for their own spot, sitting only three points below eighth place.

Both Portland and Bay FC will have their work cut out for them, as the Thorns take on first-place Orlando on Friday at 10pm ET (Prime), and Bay FC battles fourth-place Kansas City on Saturday at 10pm ET (ION). Amidst a losing skid, Portland is already looking toward the future after announcing this week that general manager Karina Leblanc will be transitioning out of her role at the end of the 2024 season.

Standings stragglers look to ward off elimination

With only three regular season matches left, Seattle, Angel City, San Diego, and Utah will all face elimination scenarios this weekend.

LA's playoff hopes hang by a thread after a three-point deduction due to a salary cap violation, but forward Alyssa Thompson is keeping the dream of the postseason alive. Thompson has scored five goals and registered two assists in her last seven NWSL games, including a crucial assist in a win against the Seattle Reign last weekend.

Six points off the playoff pace with three games to go in the regular season, Angel City will need Thompson at the height of her powers in their matchup against North Carolina on Saturday at 7:30pm ET (ION).

Andi Sullivan suffers season-ending ACL tear

The Washington Spirit announced on Wednesday that captain Andi Sullivan suffered an ACL tear in the team's loss to the Orlando Pride on Sunday, and will miss the rest of the 2024 season. A Spirit stalwart, Sullivan started all 21 regular season matches she appeared in for the club in 2024, tallying two goals.

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A post shared by Andi Sullivan (@sunnysulli)

Sulivan joins a growing number of injured Spirit contributors, including Croix Bethune (out for the season), Trinity Rodman, Casey Krueger, and Ouleye Sarr. The Spirit will take on Racing Louisville on Sunday at 5pm ET.

The MVP race heats up

With KC Current forward Temwa Chawinga running away with the 2024 NWSL golden boot, is there still intrigue to be found in this year's MVP race? Chawinga won NWSL Player of the Month for September, while forward Barbra Banda continued to excel with the unbeaten, Shield-winning Orlando Pride.

Banda's goal contributions are slightly off Chawinga's pace, with 13 goals and six assists to Chawinga's 18 goals and six assists. Chawinga leads the league in goals per 90 minutes, but Banda holds the title in goals and assists per 90 minutes, while both players comfortably lead the league in xG and npxG per 90.

It's been a year for blazing offense in the NWSL, personified by Chawinga and Banda's excellence. But voters will have to decide if individual contributions, playmaking, and total team success are a bigger part of the picture when deciding who will walk away with 2024 NWSL MVP.

Welcome back to Fast Friends with Kelley O'Hara and Lisa Leslie!

In today's episode, our hosts preview Game 1 of the WNBA Finals between the Minnesota Lynx and the New York Liberty, and how Liberty center Jonquel Jones could be the final piece to her team's title hopes.

"Jonquel Jones, for the Liberty to walk away holding that trophy, she's got to show up bigger and better," says Leslie. "She's got to be dominant in the paint, she's got to get those boards, and she's got to block some shots. She's got to play out of her mind."

In the world of soccer, Kelley discusses the special importance of winning an NWSL shield, and makes a few bold postseason predictions (sorry Orlando and Kansas City!)

Coming off the success of JWS's Olympic commentary show The Gold Standard, Fast Friends features two legendary athletes serving up insider insights and unique takes on the biggest stories in women's sports every week.

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