When the WNBA reached a new collective bargaining agreement last January, the measures that would pay the players higher salaries and offer more benefits stemmed in large part from an innovative Changemakers program. AT&T, Deloitte and Nike signed on to be the leading investors and drivers of marketing and branding strategy for the WNBA.

As the league prepared to tip off its 25th season last month, it announced a fourth Changemaker with even greater ambitions.

Google, as part of a multi-year agreement with the WNBA, was committing not only to provide business support but also to elevate the visibility of the league and its players. The company partnered with ESPN to broadcast 25 regular season games on the network and became an associate sponsor of its 30 for 30 and ESPN Films Series. It also agreed to drive more awareness for the WNBA through its search engines and platforms.

Kate Johnson, Google’s director of partnerships for content and sports media, was at the center of the negotiations. A decorated rower at Michigan from 1997-2001 and a 2004 Olympic medalist, Johnson was uniquely driven to support a women’s sports league that’s a leader in both on-court performance and off-court activism.

Just Women’s Sports spoke with Johnson about the origins of the partnership, the importance of collaborating with a media company and the decision to get involved in women’s sports now.

You joined Google in late 2019. What can you tell me about the initial conversations with the WNBA and how the partnership came to fruition?

I would back up and say that we’re not new to sports partnerships. When I think across all of our different product areas, we do have long-standing partnerships. But search and consumer apps, this is really our first foray into this, and a lot of that stems from our desire to be helpful in the world. That’s been a real focus of Google’s over the last couple of years.

Through that lens, women’s sports makes a ton of sense for us because it fits and aligns completely with our brand values, and specifically with the WNBA. We’ve partnered in kind of shorter-term moments with various women’s sports entities, but when we were looking at where we could have a longer-term impact, the WNBA really is at the forefront of progress for gender equity, which has been an important focus of ours. And the same thing with racial justice. So there’s a real synergy with our values.

You were an athlete yourself who went to the Olympics. On a personal level, was it important for you to get involved in women’s sports in this way?

I didn’t always get to choose what I got to work on, but when it comes to getting to choose, yes. I definitely positioned myself as a women’s sports advocate, and I think sometimes you’re waiting for the world to catch up a little bit. And the time is so obviously right. I mean, it’s always been the right time to invest in women’s sports, but I think the cultural zeitgeist right now is at a place where I don’t think we’re going to ever turn back after this moment. This year was a big tipping point for women’s sports, and I think the momentum will just continue.

I love that the deal is centered on reach, particularly getting the WNBA in front of more people with the 25 games on ESPN this year. Why was that a cornerstone of this deal in your eyes?

We do media investments really well. We have deep relationships with ESPN, with Disney, with Turner, meaning that we are advertisers. But I think if you’re not using those relationships to also do good in the world, you’re missing an opportunity.

The conversation with ESPN was really looking at the impact that we can make through those relationships that we have there, knocking heads with female leadership over there to say, “Where can we, our two brands together, uniquely make a difference?” And then those things certainly rolled into the WNBA being absolutely the right fit for us.

We have all of these examples of when more games are aired on national television, the ratings deliver. We saw it last year when TV viewership for the WNBA was up 68 percent. What are your goals on the TV side?

Our goals are definitely to drive more visibility of women’s sports and, with the launch of our partnership, to drive discoverability and distribution. We can do that just by being Google, in the sense of making sure we’re connecting more fans to getting the highlights on the WNBA, the scores, where the game is playing, what time it’s on — all in just a one-stop-shop when they Google “WNBA.”

And then that translates to the work that we’ve done with ESPN, which was making sure that it wasn’t just doing a media buy with ESPN, which so often these partnerships require. It was actually looking at that media investment and saying, “Can we do more?”

Another part of the deal was Google becoming a sponsor of ESPN’s 30 for 30 and ESPN Films Series. We just had a chance to see ESPN’s “144” doc on the WNBA bubble season. Would you like to see more WNBA and women’s sports docs through this activation?

Getting into the longform content, telling female athletes’ stories — that’s a really big part of the equation, which is why I’m really proud of that part of this partnership. My whole career has been about traditional sponsorship. This is not a traditional sponsorship approach. It’s not about just checking boxes, like doing the obligatory media by doing the obligatory activation. It’s, “OK, what uniquely can Google help the WNBA solve for? Where can we help in women’s sports?” And if we can help create more production of games on ESPN to drive more visibility, fantastic. If we can connect more fans through search to the games they want to watch, when they want to watch them, then we’re doing our job.

With the groundswell we’re seeing behind women’s sports and the WNBA, why was it important to invest in the league now?

I think there just comes a point where it’s like, what are we waiting for? I feel really good about the WNBA for so many reasons. But I think it’s really powerful that these women just played at the NCAA tournament and were kind of showing the inequalities in the game and in the tournaments, and then we get to roll it into taking a stand as an important brand for women’s sports with the W, and especially having watched the women last year use their platform for change. I think it’s giving them credit where it’s due.

Yeah, that’s important to note. You had all these outlets covering the inequities between the men’s and women’s tournaments, but then not covering the women’s games.

Yeah, I don’t think it’s enough for brands, especially in women’s sports, to just do the status quo. We have to look at the problem differently and solve for those problems differently.

How integral was Cathy Engelbert to this? She’s only in Year 2 of her role as WNBA commissioner, and now you are the fourth Changemaker she’s helped bring on as a partner of the league.

She’s incredible, what she’s doing in terms of fundraising. It’s always a smart time to invest in women’s sports, but it also depends on the medium that you’re talking about and she’s looking for real-time investors to actually invest in a franchise model. I saw the quote where six of the 12 teams have actually been profitable over the last two years. Like, that doesn’t happen in men’s sports very often either. So what she’s doing is transformative.

For us, having an innovative thought leader over there, driving the W forward into this next chapter is another reason why it makes so much sense for us to join.

What else can you say about this partnership?

Somebody asked me about this other day: One of the greatest forms of flattery is actually copying. I’m not saying that we’re going to see anybody copying us yet in this space, but if that were a byproduct of this, I would be so proud because I think this is a territory where it’s not elbows out, like defend to protect your turf. It’s going to take a full-court press, everybody playing their role to elevate the game. We’re doing our job and we invite more brands to come to the table.

With the 2025 NCAA gymnastics season in full swing, top collegiate athletes are already eyeing mid-April's national championship in Fort Worth, Texas.

Unlike elite gymnastics, where difficulty can outweigh execution, the college level values precision over big tricks, so Division I athletes all aim for perfect 10s in their competition performances.

Despite this difference, many of the world's most decorated elite gymnasts also compete in the NCAA. Two-time Olympian Jade Carey is back for her senior season with No. 14 Oregon State while her US teammate in both Tokyo and Paris, Jordan Chiles, is entering her junior year at No. 11 UCLA.

The Bruin, who took the 2024 NCAA season off to prepare for last summer's Olympics, will attempt to reclaim the national titles on uneven bars and floor exercise that she earned in 2023.

Top teams poised for the podium

After earning their first national title last spring, No. 2 LSU is hitting the 2025 mat armed with a stacked roster, headlined by 2024 all-around champion Haleigh Bryant and social media star Livvy Dunne.

Add in last year's freshman phenom Konnor McClain, whose prowess on the balance beam ultimately clinched LSU the NCAA trophy, and 2024 Olympic alternate Kaliya Lincoln, who opened her NCAA career with a 9.825 vault two weeks ago, and the Tigers are more than capable of a back-to-back run.

LSU isn't the only SEC team predicted to make a deep run this season, as the conference is once again flush with perennial contenders.

Elite US stars Kayla DiCello and early Freshman of the Year frontrunner Skye Blakely will join two-time US Olympic alternate Leanne Wong in trying to return No. 7 Florida to the NCAA championship meet. At the same time, new SEC team No. 1 Oklahoma, winner of seven of the last 10 NCAA trophies, could see senior Jordan Bowers de-throne Bryant for the 2025 all-around title.

Also causing early national championship chatter are 2024 finalists No. 5 Cal, who return two of the country's best all-arounders in senior Mya Lauzon and junior eMjae Frazier, and Big Ten champs No. 6 Michigan State, whose veteran-heavy lineup boasts stars Skyla Schulte and Sage Kellerman.

How to watch NCAA gymnastics this weekend

Some of the country's top NCAA gymnasts will take the mat when No. 7 Florida visits No. 2 LSU at 7:30 PM ET on Friday. Live coverage will air on ESPN2.

The NCAA unanimously approved implementing a women's March Madness revenue-sharing plan on Wednesday, aligning the women's side with the compensation program the men’s edition has enjoyed since 1991.

"This is a historic day for women's sports, women's basketball, and the NCAA," said NCAA president Charlie Baker in the college sports governing body's statement. "Today's vote means our members have the opportunity to do even more on campus to promote and support female athletes. I can't wait to see all the incredible things they do."

Sparked by 2021's landmark NCAA gender equity review, the decision ultimately actualized after years of pressure from administrators and coaches.

"The long-awaited, hard fought for, and well-earned day is here," said UNC coach and Women's Basketball Coaches Association president Courtney Banghart. "I am so grateful for the effort of so many to bring this reality to our sport."

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Deep March Madness runs earn more revenue

Beginning this year, each team competing in the Division I tournament will now receive performance-based units of revenue, with deeper runs earning more units.

With plans to grow the prize pool to $25 million by 2028, this year's inaugural $15 million purse represents 26% of the competition's $65 million media rights valuation — putting it proportionally on par with the percentage allocated to the men's fund.

Distributions will begin in 2026 and, like the men’s program, they will be paid directly to conferences, whose member schools will collectively decide how to best invest the unrestricted funds.

For the 2025 edition, a unit will reportedly be worth $113,636. According to ESPN's calculations, a Final Four team could amass approximately $1.26 million for its conference over the next three years.

With conferences and schools set for an influx of funds should their teams flourish at the national tournament, the revenue plan becomes a significant incentive for institutions to further invest in women's basketball.

Ultimately, the NCAA's move not only addresses the sport's equity disparity, it could also bolster the annual tournament's level of competition.

Unrivaled basketball hits the court for the first time on Friday and, according to ESPN, the debut league's style of play will look a little different from the 3×3 Olympic game's rules.

Unlike the half-court version currently played in major international 3x3 basketball competitions, Unrivaled's full-court edition uses slightly smaller court dimensions from a traditional 5×5 setup.

Similarly, the inaugural league's format follows a four-quarter setup, but opts for seven-minute periods rather than the WNBA's 10-minute quarters. The shot clock will also be a speedier 18 seconds versus the professional 5×5 game's 24 seconds.

Unrivaled victories, however, rest solely in fourth-quarter play. This "winning score" quarter denotes that the win goes to the first team to score 11 more points than the highest final third-quarter score. For example, if a game's third quarter ends with a 45-43 scoreline, the first team to post the target score of 56 points in the final period walks away with the victory.

This system essentially eliminates the possibility of overtime. League organizers also hope it deters the late-game fouls used strategically and prolifically in 5×5 contests.

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Unrivaled 3×3 format revamps fouls

Speaking of fouls, Unrivaled is also condensing the free throw system to keep the game moving. Each player has six fouls to give, but each shooting foul will earn a single free throw at the line.

Those awarded free throws, however, will contain different point opportunities depending on the foul incurred. Fouled two-point shots grant a single free throw worth two points, while a free throw awarded from a three-point attempt will be worth three. All and-ones are worth one point.

With six players rostered on each of Unrivaled's six teams, the league also tweaked the traditional rule of fouling out to ensure games can be completed should they become especially chippy. If an athlete fouls out with only three available players left on their team, that player can continue competing. She will instead incur a technical foul — resulting in one opponent free throw — for each additional foul.

The new league's rules all point to Unrivaled's efforts to put an engaging, fast product on the court.

"This game is rooted in how you would play basketball as a kid on a black top," Unrivaled president of basketball operations Luke Cooper told ESPN's Kendra Andrews on Tuesday. "There's flow, there's pace. When you are watching, it feels like you are watching basketball... it's not a gimmick."

The WNBA free agency carousel started spinning this week, with teams evaluating rosters and coring athletes to either retain talent or trade players for a return.

Thus far, cored players include Las Vegas Aces guard Kelsey Plum, New York Liberty forward Breanna Stewart, Dallas Wings forward Satou Sabally, and Seattle Storm forward Gabby Williams.

Squads employ single-use coring on WNBA stars

Each of the WNBA's teams can core one unrestricted free agent on their roster, ensuring them exclusive rights to that cored athlete. Cored players receive an offer for a one-year, supermax salary contract, along with the option to negotiate different terms.

Cored athletes are unable to directly sign with another franchise, but they can be part of a trade offer by their coring team.

New York cored Stewart after she expressed interest in remaining with her 2024 WNBA Championship-winning squad. Sabally, on the other hand, will likely be part of a sign-and-trade deal after telling media late last week that she is looking to leave Dallas in 2025.

Plum's situation with the Aces is less clear-cut: The two-time WNBA champion could re-sign with her team, though Las Vegas could be exploring opportunities to cash in should she want to compete elsewhere.

Other offers spark WNBA free agent negotiations

In addition to coring, WNBA teams have also begun sending qualifying offers to certain restricted free agents, allowing them to initiate negotiations with those players.

Most notably, despite making Monday offers to three players — guard Dana Evans, forward Michaela Onyenwere, and forward Nikolina Milić — Chicago has yet to extend a qualifying offer to the Sky's 2024 points-leader Chennedy Carter.

Ultimately, while negotiations kick off next week, WNBA contracts cannot be finalized until free agency revs up in February, meaning more shuffling is on deck as teams gear up for the longest and most competitive roster-building season in recent memory.