Fenway Sports Group acquires WTGL team, entering women's professional golf ⛳
Fenway Sports Group has acquired a team in WTGL, the new women's professional golf league created in partnership with the LPGA, competing as Boston Common Golf ahead of the league's inaugural season this autumn. The move marks FSG's first team ownership position in women's professional golf, building on an existing Fenway Sports Management partnership with the LPGA and an early investment in TMRW Sports, WTGL's parent company. WTGL's current roster includes 14 announced players, six of whom rank in the world's top 13, across five inaugural teams.
“At FSG, we’ve always believed in investing early in ideas with the potential to grow and evolve the sports landscape. Our investment in TMRW Sports and partnership with the LPGA have only reinforced our confidence in the future of women’s golf. WTGL is a natural next step, and we’re proud to bring Boston Common Golf to the league and another world-class team to New England fans.”
— Linda Henry, Partner, Fenway Sports Group
Bayern Women named in landmark Google partnership covering Gemini and Pixel ⚽
FC Bayern Munich has announced a long-term partnership with Google covering both its men's and women's operations, naming Gemini as the club's inaugural Official Consumer AI Partner and Google Pixel as Official Smartphone Partner from the 2026/27 season. For Bayern Women, the deal means Google Pixel's weekly behind-the-scenes content programme will feature players including Giulia Gwinn alongside their male counterparts, giving the women's squad equal billing in one of the most commercially significant club-tech partnerships of the year.
"We are proud to support FC Bayern and its fans as a long-term partner, and we place great importance on bringing this partnership to life in ways that go beyond the traditional sense. Through Gemini and Google Pixel, we want to actively help fans celebrate and experience their favourite sport in ways that are even more personalised, creative and accessible.”
— Dr. Anne-Katrin Hübel, Senior Director Marketing, Google DACH
Vodafone Ireland becomes main sponsor of Ireland Women's Rugby Team 🏉
Vodafone Ireland has been announced as the main sponsor of the Ireland Women's Rugby Team, with its logo appearing on the front of the women's jersey for the first time when Ireland face USA in the WXV Global Series on 20 September. The agreement runs until 2028 and builds on Vodafone's existing support of women's rugby in Ireland, including backing the Women's Rugby World Cup in 2017, sponsoring the Women's Interprovincial Championship since 2021 and featuring on the back of the Ireland Women's jersey since 2024.
“Women's rugby is attracting new players, new supporters and inspiring a new generation across Ireland. We believe everyone should have the opportunity to participate, compete and thrive in sport, and together with the IRFU, we are doubling down on our support to help build on that momentum and support the continued growth of the game for years to come.”
— Sabrina Casalta, CEO, Vodafone Ireland
NAB, Toyota, Medibank, Harvey Norman and AAMI return as AFLW sponsors on Foxtel 🏈
Foxtel Media has confirmed five returning major sponsors for its 2026 AFLW coverage (NAB, Toyota, Medibank, Harvey Norman and AAMI) following back-to-back record audience seasons for the competition. Each brand has secured tailored integrations including naming rights, branded segments and in-show placements.
“The 2026 AFLW season marks another milestone for Kayo SPORTS’ commitment to women’s sport as continued investment from leading brands reflects the growing influence of women’s sport and the deep connection it creates with fans. The momentum is clear, with 60% of Australian sports fans now interested in women’s sport, further reinforcing the AFLW’s place as a key part of Australia’s sporting calendar”
— Monika Poposki, Sport Sales Director – Melbourne & Perth, Foxtel Media
Pinterest becomes Brighton & Hove Albion Women's first standalone sponsor 📌
Visual discovery platform Pinterest has signed a four-year sponsorship deal with Brighton & Hove Albion Women, marking the club's first solo sponsorship agreement independent of the men's team. Pinterest's branding will appear on the front of the women's training kit. The partnership reflects Pinterest's broader push into women's sport sponsorship and positions it alongside a Brighton Women side that reached the WSL top four last season.
"We are delighted to welcome Pinterest as the first solo sponsor of our women’s team. "We’re looking forward to collaborating with them and helping to celebrate the players, fans, community and culture that make the city of Brighton & Hove and our football club such a special place."
— Zoe Johnson, Managing Director of Women’s and Girls’ Football, Brighton & Hove Albion
Sports Direct transitions to retail partner of NIFL Women's Premiership ⚽
Sports Direct has extended its Northern Ireland Football League relationship for a further three seasons, moving from title sponsor into a broader Official Sports Retail Partner role as Boyle Sports takes on the principal title sponsorship. The retailer will remain title sponsor of the Women's Premiership for the remainder of the 2026 season before the transition completes. For NIFL, retaining Sports Direct alongside new title partner Boyle Sports is a signal of how its commercial portfolio is maturing, adding investment rather than replacing it.
“We’re proud to continue our partnership with the Northern Ireland Football League and support the continued growth of the game across Northern Ireland.”
— Ciara Murray, Head of Marketing, Sports Direct Ireland
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