Racing Louisville is apparently exploring its options, as ESPN reported the 2021 NWSL expansion side looks to sell a minority investment stake this week.
Primary owner Soccer Holdings is seeking additional buy-ins to help keep up with more aggressive spending league-wide, though a spokesperson told ESPN and The Courier Journal a majority stake is not on the table. The club also has no plans to relocate.
"As the NWSL experiences unprecedented growth, Soccer Holdings is constantly evaluating strategic opportunities to ensure Racing Louisville has the resources to compete at the highest level," the club said in a statement.
While NWSL valuations have exploded in recent years, Racing Louisville has struggled to keep pace. The club's $127 million valuation ranked lower than 11 of its 16 competitors entering the 2026 season, according to Sportico, despite a 75% increase from mid-2024 that matched the league average.
Low local turnout continues to spur concerns about the franchise's long-term viability. Racing Louisville averaged just 5,409 fans in 2025 — the lowest among 14 NWSL clubs and an 11% drop from 2023. Lynn Family Stadium can host approximately 15,000 guests.
The team currently sits 14th in the NWSL standings after eight matches — despite knocking off first-place Portland Thorns 3-1 last week.
However, Racing isn't alone in exploring an NWSL sale. Houston remains up for grabs after last winter's sale failed to pass, while North Carolina sold a stake to Marc Lasry and Avenue Sports Group in March.
The pro basketball landscape is getting more crowded, as 2026 newcomer Upshot League aims to provide lower-tier opportunities for graduating NCAA talent.
Tipping off next week, the league features four teams — Charlotte Crown, Greenbsoro Groove, Jacksonville Wave, and Savannah Steel — tackling 40 regular-season games with an eye on expansion.
Upshot launches with significant support, after backers including basketball legends Tamika Catchings, Cheryl Miller, and Ann Meyers Drysdale helped raise an initial $40 million in funding.
As WNBA roster cuts continue to limit professional pathways, new leagues are filling the gap while bringing the game to previously unserved markets.
“These players reflect exactly who we are — elite, competitive, and globally relevant from day one,” Upshot co-founder and commissioner Donna Orender said of the inaugural lineup.
“They are seizing expanded opportunities, and we celebrate creating a new stage for women’s professional basketball.”
Upshot League tips off its first-ever season on Friday, May 15th, with live coverage on YouTube.
2026 WNBA valuations jumped 59% with teams now averaging $427 million each, as Sportico's latest report puts the Golden State Valkyries on top at $850 million for the second straight year.
The New York Liberty rank second at $600 million, followed by the Indiana Fever at $560 million, Seattle at $425 million, and Phoenix at $420 million. The 13 teams that competed in 2025 hold a combined value of $5.55 billion, with Atlanta sitting last at $280 million.
The Valkyries generated a league-record $78 million in revenue during their 2025 debut season, fueled by more than 10,000 season ticket holders and robust sponsorship deals. The league's average franchise valuation has climbed 345% between 2024 and 2026.
The 2026 WNBA valuations reflect the league's new $2.2 billion media rights deal set to kick in this season. Teams received at least $3 million from media and sponsorship deals in 2025, with that figure rising to at least $6 million in 2026.
The WNBA generated approximately $410 million in total revenue during the 2025 season, with teams averaging $31.5 million each. Multiple franchises turned profits in 2025, with that number expected to grow despite the salary cap jumping from $1.5 million to $7 million under the new CBA.
Meanwhile, expansion continues reshaping the landscape. Toronto and Portland are joining for 2026, while the WNBA green lit franchises in Cleveland, Detroit, and Philadelphia to bring the league to 18 teams by 2030.
The NWSL is developing a new brands policy requiring players to cover logos from companies not officially partnered with the league — or face fines up to $32,000 for repeat violations.
The policy limits visible logos to apparel brands that sign deals with the league, with Front Office Sports reporting the league sent a memo to players earlier this year outlining the proposed "footwear exposure agreement."
The NWSL brands policy applies to both cleats and goalkeeper gloves worn during games and training sessions. Nike and Adidas have reportedly already signed onto the agreement.
The penalty structure starts with a warning for first-time violations, before moving to a $500 fine for second violations. Third violations cost $1,000, as fines increase with each subsequent violation up to $32,000.
While equipment managers handle covering non-partner logos, players bear full responsibility for the fines. The memo additionally states clubs and brands cannot pay penalties on behalf of players.
The NWSL rule mirrors a similar WNBA policy, with the league believing these agreements will benefit players by creating more investment in club-issued footwear. The program is set to generate the NWSL at least $320,000 annually from Nike alone.
The policy remains in the finalization stage despite its planned March 11th start date. As such, players are continuing to wear non-partner brands during the 2026 season, which kicked off March 13th.
Brands with existing player deals like Puma, New Balance, Mizuno, Under Armour, and IDA Sports will have to join the program to see their logos on the field.
“The NWSL has proposed a footwear exposure agreement that recognizes the value brands receive from multi-platform exposure and direct association with our athletes,” the NWSLPA said in a statement. “Our Players drive that value. Brands that want to benefit from it will need to meet it.”
Washington Mystics rookie Lauren Betts signed a shoe deal with Reebok on Wednesday. The 2026 NCAA champion and No. 4 draft pick becomes the fifth WNBA athlete to join the brand's basketball roster.
Lauren Betts joins Angel Reese, DiJonai Carrington, Aneesah Morrow, and Lexie Brown under the Reebok umbrella. Reese released her signature shoe, The Angel Reese 1, in 2025 after signing with the brand in 2024.
"As the No. 4 pick in this year's WNBA Draft, [Betts] is a dominant interior presence, poised to bring that same impact to the pro game," Reebok wrote in its announcement.
Angel Reese welcomed Lauren Betts to the family on X.
"AHHHH! What's up CHAMP!" the Atlanta Dream forward tweeted.
Reebok relaunched its basketball division in 2024, subsequently making strategic signings in both the men's and women's game as the market continues to boom.
The UCLA center joins a growing list of current WNBA athletes with signature shoes, including Sabrina Ionescu, Caitlin Clark, Breanna Stewart, and A'ja Wilson.
Betts isn't the only rookie signing shoe deals, as Indiana's Raven Johnson partnered with Adidas this week.
"Earned My Stripes. @adidasbasketball - what's good? From The A to the WNBA," Johnson wrote on Instagram.
The partnerships highlight women's basketball's widespread commercial appeal. Top WNBA rookies now command lucrative endorsement deals before playing their first professional game, reflecting the sport's expanded business opportunities.
Women’s sports is raking it in, as Deloitte’s 2026 Game Changers report predicts global women's sports revenue to exceed $3 billion in 2026.
This year’s projected intake far outpaces 2025’s $2.4 billion, charting at an estimated 340% increase over the last four years.
“Women’s sports are entering a new phase — one defined by scale, structure, and sustained investment,” said Deloitte US Sports CCO Alicia Hatch.
“Rising valuations and expanding revenue streams are consistent with a maturing market where leagues, sponsors, and media partners are building for long-term success.”
Soccer and basketball remain the key women's sports revenue drivers, bringing in 35% of total revenue behind by newer ventures like Unrivaled 3×3 Basketball.
North American leagues drove the numbers in 2025, making up 53% of total earnings, followed by Europe’s 16% — with commercial revenue providing the largest boost.
International events additionally reported significant gains. The UK's 2025 Rugby World Cup drew its second-largest final crowd on record, while the 2025 Cricket World Cup notched a women's cricket high of 300,000 attendees.
“Women’s sports are thriving and defined by real, transformative growth and a rapidly expanding global fan base,” said Deloitte US Chair Lara Abrash.
“The conversation has moved beyond proving value to intentionally building a lasting, world-class foundation for the future.”
Sports Illustrated unveiled its 2026 Swimsuit Issue preview this week, featuring WNBA stars Napheesa Collier and Sophie Cunningham among the 12 models and athletes photographed along Florida's Gulf Coast.
Minnesota Lynx forward Collier and Indiana Fever guard Cunningham joined sprinter Melissa Jefferson-Wooden in Fort Myers and Captiva Island, Florida for the annual beach photo shoot.
"We show what it is to sacrifice, what is it to work hard, [and] to achieve your dream," Collier said during the SI Swimsuit Issue shoot.
The Minnesota captain was seen using a beach wheelchair while recovering from offseason ankle surgery.
The roster also included models Christen Goff, Katie Austin, Jena Sims, Jasmine Sanders, Ellie Thumann, Gabi Moura, and Olandria. Photographers shot at multiple Florida locations, including Pine Island, Sanibel Island, and Cayo Costa State Park.
Collier and Cunningham join a growing list of women's sports athletes featured in the annual Sports Illustrated Swimsuit Edition. Rugby star Ilona Maher, tennis champion Naomi Osaka, and gymnastics icon Simone Biles all appeared in previous issues. The athletes' inclusion challenges traditional SI Swimsuit Issue stereotypes.
"Being a rookie for SI Swimsuit is such an honor," Cunningham told the magazine.
"It's a completely different kind of confidence than I'm used to, and I hope every person gets the opportunity to feel the way I did that day at least once in their lives."
How to Buy the 2026 Sports Illustrated Swimsuit Issue
Fort Myers marks the 2026 SI Swimsuit Issue's third destination announcement.
Additional talent and locations will be revealed before the magazine hits newsstands — both print and digital — this May.
Bay Collective announced it acquired a majority stake in Sunderland AFC this week, expanding its global women's football portfolio beyond the NWS's Bay FC.
The multi-club ownership platform, led by Kay Cossington MBE and backed by investment firm Sixth Street, aims to launch a new era for the historic Northeast England mainstay.
"We are committed to honoring Sunderland Women's DNA and legacy, protecting what makes this club and community so special," said Cossington.
"We're supporting the players, staff, and the Academy with cutting-edge resources, infrastructure, and training models tailored to the unique needs of women athletes."
Sunderland AFC currently sits eighth in the second-tier WSL2 standings with two matches remaining this season. The club also houses a productive academies, after developing England national team stars Beth Mead, Jill Scott, Steph Houghton, and Lucy Bronze.
Founded in 1879, Sunderland represents one of English football's most historic institutions. While Bay Collective assumes operational control, the club will retain a minority stake pending approvals.
The acquisition mirrors recent trends in women's soccer as NWSL ownership groups expand internationally. Bay FC now joins the Washington Spirit and Kansas City Current as operating under multi-club models with European investments.
Bay Collective launched in 2025 with Bay FC as its inaugural franchise. The platform focuses on building women's football clubs that win on the pitch while subsequently thriving on a commercial level.
New York Liberty star Breanna Stewart signed an exclusive multi-year autograph deal with Panini America this week, joining the company's expanding WNBA trading cards collection.
The seven-time WNBA All-Star and two-time champion is the latest Panini partner, alongside Caitlin Clark, Angel Reese, Paige Bueckers, and Stewart's own Unrivaled 3×3 Basketball. The deal grants Panini exclusive rights to produce autographed Breanna Stewart trading cards across its women's basketball product lines.
"Seeing yourself on a trading card is still both a proud and humbling moment," Stewart said in Tuesday's statement. "Partnering up with Panini is very exciting, especially since fans will now have more opportunities to collect."
The deal extends Panini's dominance in the surging women's sports collectibles market. WNBA trading cards have exploded in value over recent years as women's basketball booms in popularity. A signed one-of-one Caitlin Clark rookie card sold for a record-breaking $660,000 last July, highlighting robust collector demand.
Panini has aggressively expanded its women's basketball portfolio, recognizing the category's potential. The company produces multiple WNBA product lines throughout the year, featuring rookies, veterans, and retired legends.
Stewart brings championship pedigree and global recognition to Panini's lineup. The 31-year-old forward won two WNBA titles with Seattle before joining New York, where she captured the 2024 championship.
How to Buy Panini WNBA Trading Cards Featuring Breanna Stewart
Collectors can purchase Breanna Stewart autographed cards and other WNBA trading cards at PaniniAmerica.net.
Procter & Gamble is broadening its presence in women's sports, entering into a landmark multi-year, multi-brand partnership with the WNBA.
The deal redefines how P&G shows up across sports, culture, and the lives of fans as the league embraces unprecedented momentum.
The partnership also expands P&G's presence beyond Mielle's existing relationship as the league's Official Textured Hair Care Partner since July 2023. For instance, Secret — the No. 1 Clinical antiperspirant brand — and Olay — the award-winning skincare brand — launched products created in collaboration with WNBA stars A'ja Wilson (Las Vegas Aces) and Paige Bueckers (Dallas Wings).
As the Official Period Care Sponsor of the WNBA, Tampax will be taking over the 2026 WNBA Draft presented by State Street Investment Management SPY, while brands including Downy, Gillette Venus, Olay, and Tide plan to roll out additional initiatives throughout the season.
“The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game and reach the WNBA’s highly engaged, passionate, and diverse fanbase,” Mindy Sherwood, President of North America and Chief Sales Officer, Procter & Gamble, wrote in today's press release.
"There is a natural alignment between the elite performance of WNBA athletes, and the superior performance P&G brands deliver, and together, we can elevate both."
The news arrives as the WNBA gears up for another explosive season, coming off of last year's record viewership, sold-out arenas, and cultural influence extending far beyond gameday. The league's fanbase has transformed dramatically in both size and composition over recent years, creating new opportunities for brands to connect with fiercely engaged audiences.
"We're focused on working with partners who elevate our brand visibility, deepen fan engagement, and drive long-term growth," first-ever WNBA Chief Growth Officer Colie Edison told JWS in an exclusive interview.
"P&G offers an unmatched portfolio of trusted household brands. That gives us the opportunity to reach fans in new ways through integrated storytelling, retail presence, and everyday consumer touchpoints."
Prioritizing forming lasting bonds over simply slapping logos on league properties, P&G and the WNBA crafted a marketing strategy that strives to capture what fans truly care about.
"Authenticity is critical," Stacey Reherman, Vice President of Sports Marketing, Procter & Gamble told JWS. "There must be a genuine connection between brand benefits and what really matters to the fans we are trying to serve. "
P&G's widespread portfolio also lends itself to personalized activations surrounding world-famous personalities and blockbuster events rather than taking a generic WNBA-branded approach.
"P&G's portfolio is incredibly diverse, which gives us the ability to meet fans in unique, authentic, and culturally relevant ways," Edison said.
"With such a broad range of brands, P&G's portfolio allows us to tailor partnerships around individual athletes and WNBA tentpole events in a way that feels personalized."
Edison highlighted how holistically P&G viewed the players throughout the partnership's development. The company recognized that WNBA fans follow athletes on and off the court, making note of their personal lives, relationships, favorite brands, fashion choices, and backstories — not just their stats.
"What stood out most was how intentional P&G was about centering the players throughout this process," Edison said. "This partnership really leans into that."
The partnership targets existing fans, new audiences, and former fans re-engaging with the league, with data showing that the WNBA fanbase ranks among the sports world's most engaged, passionate, and diverse as it continues to expand — the perfect audience for P&G's broad brand lineup.
"This growth, coupled with the league's massive reach and viewership, broadens the ability of our brands to reach new audiences," Reherman said.
Through partnership, P&G brands are investing in the continued growth of the game by amplifying player storylines, engaging fans, and driving retail growth.
What's more, Edison sees this new partnership as a bellwether forecasting where women's sports stands in the current global marketplace — and where it's headed.
"It sends a clear message that women's sports aren't niche — they're a major part of the cultural conversation," she said. "The WNBA is shaping culture and having a global powerhouse like P&G alongside us reinforces just how far the league has come and where it's headed."
Additional details on brand activations and storytelling moments are set to roll out throughout the 2026 WNBA season.