The next era of Indian sports marketing will be shaped not by post-victory endorsements, but by brands investing early—before ...

University of Oregon women’s cross country head coach Shalane Flanagan received her second consecutive Big Ten Coach of the ...

NBC News’ Steven Romo gets an exclusive look at Nike’s new project, “Amplify”, which offers a bionic boost for runners. The ...

The Adidas collection aims to unite tradition and modernity, representing the team’s free and creative style of play. The fabric uses CLIMACOOL+ technology, with 3D elastic fibe ...

Indian women's team stars have reportedly increased their brand endorsement fees from 25 to 100 percent since winning the ODI World Cup.

My colleague Mujib Mashal writes about how a huge victory on the cricket ground could change the lives of women and girls.

Outfit 1: Racerback Workout Tank Tops Set / Quay All In Sunglasses / The Gym People Camo Leggings / 3-Pack Sports Bras / ...

In today’s game, football isn’t just about goals and trophies; it’s also about the logos printed on the shirts, the brands, ...

Longin, Puma’s vice president of running and training, is speaking to The Athletic from their offices in Massachusetts. That ...

One of the constant refrains throughout England's triumphant run at Euro 2025 – and indeed most women's football matches in ...

Victoria Beckham’s recent Netflix documentary might have (rather convincingly) positioned her as a fashion force to be reckoned with, but stealthily and assuredly another member of the artists ...

The biggest WNBA CBA sticking point is pay structure and revenue sharing. Is the league profitable and what signs are ...