Business Wire India
 

• With Record-Breaking Participation, the 8^th Edition Showcases Innovative Solutions in Mobility, Sustainability, and Tech while Strengthening Industry-Academia Collaboration 
• The winners of this year’s competition were awarded prizes totaling more than INR 19 lakhs

TECHgium®, India’s largest innovation platform for engineering students, hosted by L&T Technology Services Limited (BSE: 540115, NSE: LTTS), marked the remarkable conclusion of its eighth edition on Friday.
 
Celebrating groundbreaking engineering talent, this year’s event broke records with over 39,000 registrations from over 560 engineering institutes across India, a nearly six-fold growth since its inception in 2016. With new innovations in Mobility Sustainability, and Tech segments, TECHgium® has solidified its role as both a hub for innovation and a bridge between academia and industry.
 
Graced by the presence of Prof. Dr. T. G. Sitharam, Chairman of All India Council for Technical Education (AICTE), as Chief Guest, and Shri Vikas Purohit, CEO of New Business Ventures at Bennett, Coleman & Co., Ltd., as Guest of Honor, the event showcased an exhilarating blend of technical ingenuity and real-world problem-solving. Both guests emphasized the critical need to cultivate innovation for shaping the future of engineering and sustaining global competitiveness.
 
Since its launch, TECHgium® has focused on nurturing future-ready engineering talent through immersive exposure to cutting-edge challenges and industry collaboration. The 8th Edition’s finalists demonstrated unmatched creativity and practical impact through efficiency improvement, sustainability integration, and advanced AI-driven solutions. Finalists also earned the opportunity to engage with industry leaders and academicians to present their ideas on a prominent platform like TECHgium®. Combined, the winners took home prizes totaling more than INR 19 lakhs.
 
Details:
 

1. Winners: Team from Sri Ramakrishna Engineering College, Coimbatore, for their revolutionary project on a Mini-Propelled Underwater Autonomous Robot.
2. Runner-up: Students from Fr. C. Rodrigues Institute of Technology, Navi Mumbai, for their project, WindGrid AI: Intelligent Site Selection for Efficient Wind Power Generation.
3. Second Runner-up: Students from B V Raju Institute of Technology, Telangana, for their project on Enhanced Battery Management Using Digital Twin Technology.
4. Special Jury Prize: Team from Bannari Amman Institute of Technology, Erode, for their project on AI-powered Video Moderation.

These stellar advancements spanned applications like AI-powered energy management, autonomous inspection technology, precision healthcare solutions, blockchain-based e-waste tracking, and robotic hexapod for wind turbine screw tightening. Their work reflects a new standard of applied engineering excellence and industry relevance.
 
Over nine rigorous months, participants collaborated closely with LTTS’ technical and subject matter experts, undergoing ideation sessions to develop PoC, which tackle industry-specific challenges. From an initial pool of over 4,600 concepts, 36 exceptional teams advanced to the grand finale, where their prototypes were evaluated by a distinguished panel of industry leaders, academicians, and analysts.
 
Prof. Dr. T. G. Sitharam, Chief Guest and Chairman of AICTE, lauded LTTS’ role in nurturing the next generation of talented students, stating, “The evolution of TECHgium® has been impressive. The passion and ingenuity displayed by young engineers at this year’s TECHgium® are a testament to India’s growing leadership in technological advancements. Bridging the gap between academia and industry is vital, and platforms like these serve as the bedrock for fostering innovation that addresses real-world demands.”
 
Shri Vikas Purohit, Guest of Honor and CEO of New Business Ventures at Bennett, Coleman & Co., Ltd., remarked, “TECHgium® showcases the immense potential of India’s engineering talent. By pairing bright minds with insightful mentorship, initiatives like this inspire bold solutions to some of our era’s greatest challenges. LTTS has set a benchmark in cultivating a culture of excellence.”
 
Abhishek Sinha, Executive Director & President – Medical, Smart World & Functions, L&T Technology Services, highlighted, “At LTTS, innovation is not just a process but a purpose. Through TECHgium® which has evolved to become India’s largest ER&D focused hackathon we empower the brightest young minds to confront complex engineering challenges with creativity and precision. This year’s record-breaking participation reinforces our commitment to driving impactful industry-academia collaboration.”
 
Over the years, student presentations at TECHgium® have evolved from merely discussing ideas to showcasing practical products. TECHgium® now enables students to present end-to-end product designs, seamlessly integrating both software and hardware components.

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The all-new HUAWEI WATCH 5 introduces groundbreaking innovations that revolutionise intelligent interaction capabilities. Featuring the milestone enhancement of HUAWEI TruSense System, the smartwatch integrates a new Multi-sensing X-TAP Technology, powered by Distributed Sensor Module. This advanced setup enables users to perform health monitoring effortlessly via fingertip measurements, ensuring more accurate, faster, and comprehensive health insights. Additionally, gesture control has been enhanced to support “Double Slide” and “Double Tap” gestures, providing users with intuitive interaction options. HUAWEI WATCH 5 debuts exclusive colours, Purple and Sand Gold, reflecting distinctively sophisticated style.

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New Flagship Products Unveiled: A Fusion of Technology and Aesthetics

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HUAWEI MatePad Pro 12.2-inch 2025 incorporates an innovative Tandem OLED PaperMatte Display, significantly boosting screen brightness and enhancing anti-glare and anti-reflection capabilities. Coupled with the Huawei Glide Keyboard and an upgraded HUAWEI Notes application, the HUAWEI MatePad Pro 12.2-inch 2025 brings productivity to new heights.

Active Rings: Inspiring A New Way To Enjoy Every Moment of Active Living

In response to the growing global interest in fitness, Huawei has evolved its “Light Up Your Rings” campaign into “Active Rings”, built around the philosophy of “Enjoy Your Moment”. With more than 100 sport modes available in Huawei wearable devices, Huawei empowers users of all ages and fitness levels to stay active and embrace health in ways that suit their lifestyle.

According to IDC’s latest report, Huawei ranked first globally in wearable device shipment YOY growth rate in 2024 and has maintained the top position in China’s market share for six consecutive years. Huawei Wearables continue to set trends in health-conscious and fashionable lifestyles, becoming an iconic symbol of personal style worldwide.

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By Canadian Press on May 15, 2025.

TORONTO — Artificial intelligence is here to stay, at least in the world of sport tech, according to one industry expert.

The Future of Sports Lab announced the selection of 10 innovative startups for its incubator program on Thursday. Cheri Bradish, an associate professor at Toronto Metropolitan University who is the founder and managing director of the school’s sport tech accelerator, said more applications to the program involved AI than any other round of pitches in its 10-year history.

“It’s ubiquitous in the sense that it’s everywhere, and we are now determining how we can best utilize it in a tech sense, and other kind of layers, throughout business units, throughout the sport tech industry,” said Bradish in a phone interview on Thursday. “I think it’s going to be an art and a science because there’s so much human element that’s relied upon in sport, both on the business and performance side.

“But I think to make better predictions on some of the recovery technologies we’re looking at, it’s obviously playing the lead role.”

Three of the 10 startups who have partnered with the Future of Sport Lab have AI as part of their business plan.

Calgary’s HooperIQ is the first AI-powered basketball IQ training platform, helping athletes master decision-making through personalized quizzes, film analysis and automated game breakdowns.

Elev8 & Perform of Markham, Ont., is wearable technology that boosts cardiovascular health, accelerates recovery, and enhances performance using quantum nano biomaterials and AI-powered smart imaging and analytics.

Lubu Technologies, based in Los Angeles, is developing AI-powered smart insoles that transform any shoe into a gait lab, helping athletes prevent injuries, optimize performance, and refine technique.

Bradish noted that this year’s class also includes startups led by people with a background in sports.

“Each cohort is a special class that defines itself in certain ways,” she said. “What we have in this group, which we’re excited about, is a number of high-performance athletes.

“We have leaned into embracing a culture of supporting athlete entrepreneurs. That is something that we are excited about, and I think it also definitely brings some really unique skills and competencies and assets to the group.”

Toronto’s CoachThem, a digital coaching platform created by former NHL players Mike Weaver and Robb Tallas, streamlines practice planning with intuitive tools that drive player development and coaching efficiency.

Iron Lady Golf, also from Toronto, was founded by PGA professional Lindsay Knowlton. It seeks to create an empowering community for women with over 30,000 participants reached through inclusive, confidence-building golf experiences.

Ottawa’s MOMentum was founded by Olympians and Paralympians and supports elite athlete mothers with financial grants, advocacy, and community resources to ensure family planning is never a barrier to success in sport.

All of the startups are at different stages of development but are expected to take strides over the Future of Sport Lab’s eight to 12 week curriculum.

“We’d like to help them accelerate the growth of their business,” said Bradish. “Some we know are already out there, either raising capital or building new partnerships on that customer journey.

“That’s the kind of curve. We like to come in and help them accelerate their business.”

Coordle, from Baltimore, is transforming group travel and sports tourism, by offering a centralized platform that connects teams and participants with local businesses.

Toronto’s FanMore is a loyalty and rewards platform helping teams engage the untapped 90 per cent of fans not in stadiums, creating new revenue streams for sponsors and organizations.

Shake, from Washington, D.C., is a free-to-play platform delivering fan experiences through sports and entertainment event aggregation.

The Playbook, out of Minneapolis, is an award-winning mental health platform for athletes and teams that tracks stress, well-being, and resilience, providing actionable plans for athlete wellness.

This report by The Canadian Press was first published May 15, 2025.

John Chidley-Hill, The Canadian Press

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BEIJING, May 16, 2025 /PRNewswire/ — On May 15, 2025, the press conference for the World Winter Sports Expo (WWSE) was held in Shijingshan District, Beijing. Under the theme “Hello Again World”, this event marks the beginning of a new decade for the globally renowned expo, which has become a cornerstone of the winter sports industry. The press conference was attended by government officials, diplomats from leading winter sports nations in China, representatives from relevant industry departments, hosts, industry leaders, and nearly a hundred media representatives from both domestic and international outlets.

Deepening Ice and Snow Cooperation, Shaping a New Future for Economy

At the press conference, Zhang Shengjun, Member of the Leading Party Members Group and Vice Mayor of Shijingshan District, delivered the opening remarks. He expressed that since the inception of the WWSE, Shijingshan has collaborated closely with it to shape a promising future for the ice and snow industry. This nearly decade-long partnership highlights the district’s strategic role in the ice and snow economy and reflects the strong bond between both parties. This year, with the tenth WWSE being held once again in Shijingshan, it not only brings new opportunities for the local ice and snow industry but also injects fresh vitality into the district’s ice and snow development initiatives.

Looking ahead, Shijingshan will further deepen its collaboration with the WWSE to drive the development of the ice and snow industry. It will intensify efforts to attract investment, drawing more renowned domestic and international ice and snow enterprises to establish a presence here. It will continue to enhance the construction of ice and snow facilities, improve services, and strengthen the industry chain, so as to create a comprehensive ice and snow industry ecosystem that integrates sports, tourism, culture, and technology.

A Decade of Dedication: Paving a New Path for International Cooperation and Industrial Prosperity

Ms. Zhang Li, Co-President of Asia Digital Group, opened by reflecting on the ten-year journey of the WWSE. She emphasized that hosting the WWSE aligns with Beijing’s commitment to the international community made during its bid for the 2022 Olympic Winter Games. Since its inception in 2016, the WWSE has become a benchmark platform for the global ice and snow industry. Over the past nine years, it has grown into the world’s leading winter sports expo, with its scale expanding dramatically. The previous versions attracted participation from prominent international winter sports organizations, including the International Olympic Committee, the International Biathlon Union, the International Bobsleigh & Skeleton Federation, and government bodies and industry groups from over 30 countries and regions, such as Finland, Austria and Switzerland. It covers the entire ice and snow industry chain, from equipment and technological innovations to the integration of culture and tourism. With an internationalization rate of 68%, it has solidified its position as a key hub for global winter sports resource connections. The WWSE has provided a vital platform for the industry’s growth and facilitated more than 200 projects under international cooperation, driving the global expansion of winter sports and industry upgrades. It has become an essential showcase for the vitality of China’s economy and a testament to international collaboration.

Over the past decade of the WWSE, the global winter-related industry has undergone a structural transformation, with notable growth in market scale and participation. While Europe and North America continue to dominate the industry, the Asian market has been leading in growth. In China, the sector has surged from 270 billion yuan in 2015 to an estimated 1 trillion yuan by 2025, with its global market share rising from 3% to 15%. On the participation front, global ski visits reached 350 million during the 2021-2022 ski season. Driven by the national strategy to “engage 300 million people in winter sports”, China has become a key driver of global growth. With the dual push of technological advancements and policy support, the legacy of the Olympic Winter Games continues to unfold, enabling a deep transformation of China’s winter sports industry. The sector is shifting from expansion in scale to technological self-reliance and event commercialization.

“HELLO AGAIN WORLD”. Building on a decade of experience, the WWSE has established an international platform for cooperation within the global ice and snow industry. This initiative facilitates the cross-border flow of technology, capital, and resources, underscoring China’s deepening integration of its relative economy into the global supply chain. As the WWSE moves forward, it drives industry evolution and upgrade through innovation, illustrating China’s strategic shift from scale expansion to high-quality development. Furthermore, it supports the global ice and snow economy in accelerating its transformation towards low-carbon, intelligent, and inclusive growth.

Three Highlights Expanding Global Industries, Ice and Snow Platform Connecting a Diverse Ecosystem

The press conference also offered a detailed overview of the preparations for this WWSE. Ms. Zhang noted that, marking its tenth anniversary, the WWSE will showcase three highlights: internationalization, industrialization, and pioneering. A wide array of activities will be presented, including exhibitions, forums, business match-making, and carnival.

In terms of internationalization, it will welcome deep participation from major winter sports powers such as Austria, Japan, and Germany to bring together top global companies and brands. It is expected to attract numerous industry organizations and leading enterprises from winter sports powers, with international participation projected to exceed 60%. Forum sessions will also feature international officials, government representatives from winter sports powers, executives from global winter sports brands, and industry experts, all working together to advance global exchange and cooperation in the ice and snow industry. Meanwhile, the WWSE will roll out programs such as the Global Cities Partnership Program, the Program of “China’s Ice and Snow Welcomes the World”, and the Exclave Program, aimed at enhancing exchanges between China and the world, while linking domestic and international networks.

The WWSE will continue to drive industrial growth by offering one-stop ice and snow solutions through its forum-driven industry approach. The forums will focus on a range of topics, including winter sports, culture, equipment, and tourism, discussing trends and innovative pathways for the sector. Specific sessions will address the integration of culture with tourism, the rise of the winter-featured cities and the new economy, the innovative development of winter sports equipment, and the outdoor and mountain industries. Specialized discussions will also cover topics such as the global expansion of outdoor brands, the development of talent in winter sports and events, and the operation of ski resorts. In addition, entrepreneurship competitions, brand-focused meetings, and a series of closed-door discussions will be held. A key feature of the event will be the resource procurement matchmaking session, which will connect ski resorts and skating rinks of all sizes with suppliers, while also promoting collaborations with winter tourism clubs and travel routes. The industrial matchmaking event will focus on facilitating partnerships between government bodies and partner companies of the WWSE, as well as supporting the implementation of various projects, offering full-cycle customized services, and inviting procurement teams to participate. To mark its tenth anniversary, the WWSE will also host a series of awards recognizing the most innovative brands in global manufacturing services, popular clubs (including skiing, ice skating, and ice hockey), leading winter tourism destinations in China, successful winter sports marketing campaigns, the most competitive startups, medium and small-sized ski resorts of high quality, and top global personal equipment brands. These awards aim to highlight the most influential figures in the industry, set benchmarks, and shape the future of the sector.

This WWSE has introduced a series of unique and exciting initiatives to drive mass participation in winter sports activities, furthering the success of the “300 million people engaged in winter sports” campaign. Notable highlights include the Winter Sports Carnival, which takes place in the form of a main venue and nationwide touring sub-venues, and features a range of immersive experiences such as limited-time figure skating performances, paid ice skating sessions, and indoor land surfing on skating rinks. These activities allow audiences to experience the elegance and passion of winter sports up close. The “Fun Shopping for Winter Sports” series can invigorate the consumer market by offering a one-stop shopping experience, combining both online and offline channels to deliver greater convenience and variety. The “Joyful Trendy Winter Market” showcases a wide array of products, including outdoor gear, sports nutrition, trendy beverages, and sports equipment, catering to diverse consumer needs. The “Personal Second-hand Free Trade Market” will facilitate the exchange of second-hand sports equipment, facilitating a circular economy and enhancing the social aspect of winter sports. Special events, including the Stamp Collection of Winter Olympics Journey, a “City Consumption Map” collaboration with local shopping malls, and the distribution of WWSE vouchers, provide consumers with tangible discounts and conveniences, further boosting the upgrade of consumption.

Ten Exciting Activities Waiting for You, WWSE Opening a New Chapter in Its Decade-Long Journey

Ms. Zhang also unveiled featured activities for the tenth anniversary, showcasing a host of unique and exciting activities. This WWSE will involve ten winter sports powers, such as  Austria, Japan, and Germany, among others, to present the latest developments and features of their industries, promoting deeper international collaboration. In addition to these global showcases, the event will set industry standards through a series of multi-dimensional selections. Ten selections covers categories such as personal equipment brands, tourist destinations, and marketing cases. In line with the Global Ice and Snow Industry Alliance, ten inspection plans will be organized in renowned winter-featured cities. Ten interviews engages top industry leaders, renowned for their expertise and influence. Ten innovative projects will be selected, highlighting the most investment-worthy ventures in the field. Ten ambassadors promotion plans will be carried out in collaboration with influential figures from the industry. To further amplify its reach, the WWSE will partner with authoritative media platforms to launch ten platform linkage plans. Ten themed exhibition zones will showcase a broad range of topics, including winter sports, tourism, and lifestyle. The zones include Winter & Alpine Technology, National Pavilion, China’s Ice and Snow Economic Clusters, Winter Tourism Destinations, Personal Winter Sports Equipment, Institutions and Industry Service, SRDIT Enterprises, and Winter Sports Culture and Events. What’s more, ten special forums will delve into winter sports, culture, equipment, and tourism, while ten winter activities, including the Winter Sports Carnival, the Purchasing Festival, and Public Winter Festival, will offer global enthusiasts the chance to experience the passion and charm of winter sports firsthand.

As a vital industrial milestone of the WWSE, the press conference also revealed that this year’s “Research Report on China’s Winter Sports Industry Development” will be launched on site as usual. Since the first release in 2016, the report has become China’s first comprehensive industry report, covering the entire sector. It has played a key role in supporting the development of related industries by providing valuable research and data. Looking ahead, the WWSE plans to establish a research institute, designed to bring together global expertise and innovation from the industry. The institute will offer more specialized and comprehensive intellectual support for organizations and enterprises in the sector. Furthermore, it is committed to building a “Tenth Anniversary” ecosystem. This will include a focus on a global winter sports industry alliance and resource-sharing network, a collaborative platform for media, events, and activities, and a tenth anniversary all-media matrix. This integrated approach will ensure full-channel communication through official platforms and deepened cooperation across the industry.

During the press conference, a roundtable discussion was held centered on the theme of “Driving Industry Innovation through the Growth of Ice and Snow Consumer Demand”. Moderated by Ms. Zhang, the session involved six experts in the industry, who are long-time partners of the WWSE, that is, Ms. Melissa Säilä, Minister-Counselor  at the Embassy of Finland, Beijing; Sunny Shen, Marketing Director & Engo Ice Devision Business Unit Director of Italian TechnoAlpin China; Mr. Ding Xiangxu, Head of Asia for TOMSEN; Mr. Luo Yun, Founder of Metaspace; Mr. Hu Wei, General Manager of Beijing Nanshan Ski Resort Co., Ltd；and Huang Jing, Marketing Deputy General Manager of Zhangjiakou Yunding Snow Park Management Company. The discussion circles around four areas, policy analysis, technological perspectives, cultural insights, and spatial restructuring. Together with industry representatives, the panel worked to develop a comprehensive vision for the innovative growth of the sector.

As it marks its tenth anniversary, the WWSE will strengthen global connections, foster sustainable industry growth, and unlock new opportunities for the ice and snow economy.

SOURCE World Winter Sports (Beijing) Expo

It seems you can’t look anywhere without hearing about the growth and profitability of women’s sports. The refrain has gone from “no one watches women’s sports” to “everyone watches women’s sports” in a matter of just a few years. For longtime fans of women’s basketball, women’s soccer and women’s hockey, the meteoric growth of leagues like the Women’s National Basketball Association (WNBA), National Women’s Soccer League (NWSL) and Professional Women’s Hockey League (PWHL) can feel exciting. But with all this growth comes more complicated feelings too.

The argument for investing in women’s sports often falls along capitalist lines such as “there’s money to be made here, and it would be unwise to pass it up.” A new report from Deloitte estimates that global revenue generated by elite women’s sports will exceed £1.8 billion (approximately $3.3 billion in Canadian dollars) in 2025. With investment opportunities increasing exponentially, women’s pro sports leagues are signing sponsorship deals with major companies left and right. However, which brands these leagues are choosing to partner with now that there is money available is increasingly at odds with the presumably progressive values these leagues have been perceived to have by long-time fans. 

The WNBA players, in particular, have made a name for themselves with their commitment to racial justice activism and social justice advocacy cause that they dedicate each season to (there is even a documentary about their activism, called Power of the Dream). In women’s soccer, the U.S. Women’s National Team’s fight for equal pay often transfers to perceptions of the NWSL because many of the same players are represented. Even though those values and actions come from the players themselves, the public perception often applies those views to the leagues as a whole. In the public sphere, the distinction between the league (a corporation with its own interests in mind) and the players (individual workers with their own views) is often flattened.   

Take, for example, the WNBA, whose season starts this week. It will be the league’s most talked-about season since its launch nearly 30 years ago. With a brand-new team in the Golden State Valkyries and Canadian expansion set for 2026 with the Toronto Tempo, all eyes are on the W and everyone wants a piece of the pie. Their partnership with Amazon Prime to stream games is continuing this season, with 25 games streaming on the platform. The WNBA isn’t the only league with an Amazon partnership either. The NWSL also streams games on Prime.

But the NWSL’s partnership with Amazon is baffling when you consider that it is a league currently in the process of a rebrand following their disturbing sexual abuse scandal and continued and ongoing workplace harassment crisis. Not only that, but the league has leaned heavily on lip service around progressive values in order to change the public’s perception of it and has benefitted mightily from that strategy.

“Under [Commissioner Jessica] Berman’s leadership … the NWSL has become a sporting beacon of social and political activism,” a 2024 report from SportsPro explained data from Luscid, a platform that tracks sport and entertainment data, measured “the league’s key marketing strengths”—which included “community impact”—and cited Amazon as one of the blue-chip companies the league has signed recently. These new partnerships moved the total annual value of the NWSL’s portfolio to over $24.5 million—a fourfold increase from 2021.

But why would a league that is being heralded as “a beacon of social and political activism” think that partnering with Amazon would align with its values? Amazon is well known to be a company that, among other things, exploits workers, puts them in unsafe working conditions, helps fund ICE, has a terrible environmental record and is single-handedly responsible for killing bookstores. Perhaps for the same reason they thought their new partnership with Alex Cooper’s Unwell Hydration drink was a good idea? Cooper, the host of the popular Call Her Daddy podcast, is a former employee of Barstool Sports and has done little to distance herself or her brand from Barstool’s toxic and offensive content in the years since she left the company. Not only that, her Unwell Hydration beverage is a Nestlé product, which is currently the subject of multiple boycotts for reasons that include political, environmental and human rights concerns. In Canada, the company faces boycotts from the Council of Canadians and the indigenous rights organization Lakota People’s Law Project for extracting water from watersheds that have recently seen droughts. All of the leagues have at least one official partnership with a company that is on the Boycott, Divest and Sanction (BDS) list.

Or take the glut of weight-loss drug ads that permeate women’s sporting events. During the PWHL’s “Takeover Tour,” in which the league travelled to host cities who don’t have their own teams in order to promote the game, ads for Wegovy could be seen on in-game monitors. The WNBA’s Minnesota Lynx have a partnership with the weight-loss program Livea and the Indiana Fever have an Eli Lilly patch on their uniforms (Eli Lilly is the company that produces the GLP-1s Mounjaro and Zepbound). These drugs, when advertised to treat “obesity” as the presenting problem, can promote fatphobic and dangerous body image ideals—especially for the young girls watching at home, who represent the fastest-growing fan demographic.

Even the rash of new beauty campaigns is not without concern. As makeup companies like Sephora sign partnerships with Unrivaled, the off-season women’s basketball league, and WNBA teams like the Toronto Tempo, Fenty Beauty becomes the official sponsor of the WNBA’s New York Liberty and Maybelline Cosmetics partners with the new Women’s Lacrosse League, centuries-old anxieties about women athletes and femininity are reinforced. Masculine-of-centre athletes get far fewer endorsements and brand deals, reinforcing oppressive hierarchies and income disparities, as well as perpetuating queerphobia.

The financial consequences of these regressive beauty standards would be concerning enough on their own, but in a time of increased “transvestigations” of women athletes, the focus on platforming traditionally feminine athletes is far more insidious than it may first appear. Trans women and girls are increasingly being viewed as a threat to not only women’s sports, but to the safety and security of cis women as a whole, which is quietly reinforced by the focus on these highly feminized beauty campaigns.

It’s also insidious because brands are capitalizing on a highly motivated and incredibly trusting market in women’s sports fans. Research has found that WNBA and women’s sports can “enhance a brand’s image by demonstrating its commitment to social responsibility, gender equality and empowerment.” When a company advertises with one of these leagues, those values become associated with their brand, too. Nielsen’s Fan Insights found that 44 percent of WNBA fans have visited a brand’s website after seeing WNBA sponsorships during a game and 28 percent have bought from a sponsoring brand. Ads aired during the 2024 WNBA regular season through the end of May were a remarkable 26 percent more likely to spark consumer engagement than the 2023 WNBA season average. And women athletes are far more likely to convert buyers than their male counterparts, with a recent study revealing that U.S. consumers are more likely to purchase sports tech products from Caitlin Clark, Simone Biles and Serena Williams over comparable male athletes.

And yet, sponsorships and endorsements, which are only really given to the most elite teams and athletes, inevitably worsen systemic inequalities like sexism, racism, transphobia, classism and ableism. “Just as in men’s sport and wider society, it is the ‘ruling elite’ who control elite, competitive, commercialized sport, that stand to gain the most when growth is the primary objective,” Evie Ashton wrote in the It’s Just a Game newsletter. “When elite sport makes more money, financial brokers, shareholders, wealthy top executives, conservative politicians and upper-middle class people extend their power.”

The evidence for this can be seen in the names who are buying into pro women’s teams. Last season, Julia Koch, an American socialite who is one of the richest women in the world, and her son, David, Jr., bought a 15 percent stake in the WNBA’s New York Liberty. The move to sell part of the team to the Koch family raised eyebrows among fans, some of whom launched a petition asking Koch to donate $15 million of her own money to causes supported by WNBA players. The petition was started by started by the folks behind the Women’s Sports Rally social group.

WNBA players care about who they play for and who represents them—the WNBA’s social justice initiative for the 2024 season involves reproductive justice and civic engagement. The Kochs have a long history of making donations to political candidates that often work against these interests, donating exclusively to Republican candidates. Meanwhile, the NWSL team Angel City FC, which made its name being a majority-women-owned club, was sold to Disney CEO Bob Iger.

“The men’s pro sports model didn’t rise out of a neutral condition; it owes its success to empire and oppressive conditions which were explicitly designed to sustain it and which are protected by the most powerful people in society,” Zoë Hayden wrote at The Victory Press in 2019. “Women’s sports … were not meant to succeed under these conditions, and in an attempt to do so, they both intentionally and unintentionally align themselves with empire and with capitalism instead of trying to change the conditions themselves.” As a result, women’s sports leagues come to reinforce oppression rather than becoming the forces for social, political and cultural justice that they have the potential to be.”

All of this raises larger questions around whether women’s sports finding mainstream success is at odds with the stated values of its players—and its fans. At the same time, it’s a double-edged sword: true equality means not expecting more from a women’s league than we would from a men’s league, and these aren’t questions that men’s leagues are expected to be able to answer. But doesn’t progress look like trying to make a better future for the multiply-marginalized athletes and fans who have built women’s sports into the juggernaut they are today?

These are questions that will plague these women’s leagues as they continue to grow. The answers will determine what kind of future women’s sports wants to have for itself, but I fear that future may not be an equitable one.

May 16, 2025 12:26 pmClarification: May 16, 2025 12:26 pmThe Change.org petition was started by a different group than originally noted in this article, which has been updated with the correct information.

Image: Muscat Gulf Cup, Pranav21391, Public Domain

Oman’s sports economy came under the spotlight at the recent Tejarah Talks “Game On: The Potential of Oman’s Sports Economy.”

Visitors to the event heard that an ecosystem should be built to create seamless sport pathways from grassroots to elite, supported by public and private sectors.

A clear vision should be set with a global sporting calendar and targeted infrastructure investments, including a big bang event in which Oman should showcase itself to the world through a major sporting event like hosting the Formula One.

Creative Thought Leader & Storyteller, Jamal Al-Asmi, said in a LinkedIn post, “So it turns out that the global sports industry is no game. It’s a whopping $2.65 trillion powerhouse, ranking as the 9th largest industry worldwide and growing at a staggering 6.3% annually. But in a typical fashion, Oman isn’t just chasing numbers.

“We’re talking about an ecosystem that spans media rights, sponsorships, digital engagement, and community health and it all has to be in line with the country’s ethos.

“The 2022 FIFA World Cup in Qatar generated over $7.5 billion in revenue – imagine what Oman can achieve by playing to its strengths which are not to be played around with.”

HE pankaj khimji recounted how Oman, with its newly upgraded Al Amerat Cricket Stadium, co-hosted the ICC Men’s T20 World Cup in 2021 – an event that not only put Oman on the global cricket map but also showcased the country’s ability to deliver world-class experiences.

On the back of this, local businesses thrived, SMEs got a boost, and youth participation in cricket soared, with over 700 Omani students now playing cricket in schools and growing.

Joe Rafferty, Event Business Development Director at Oman Sail, highlighted Oman’s competitive edge: its people.

International organisers praised the professionalism, hospitality, and operational excellence of Omani teams.

Rafferty emphasized that while infrastructure matters, it’s the spirit and skill of the Omani people that win trust and repeat business.

He also noted that sports tourists spend 1.6 times more than average visitors – a massive opportunity for the tourism sector.

Ali Alajmi, CEO of Sabco Sports, the mastermind behind over 150 sports events in Oman, brought the numbers.

He said Sabco Sports has engaged over 100,000 participants and 28-30 sponsors for events like the Muscat Marathon, which now attracts 13,000 runners.

He stressed the importance of mass participation events-not just for elite athletes, but for building a healthy, active, and connected society.

Sponsorship now makes up 70-75% of event revenue, proving the private sector’s growing confidence in Oman’s sports ecosystem. The real golden ticket to be had though is in media rights.
 

To build a winning sports economy the audience heard that:

• Public-Private collaboration Is essential. Oman’s success stories-like the Muscat Marathon and ICC World Cup are built on partnerships.
• Mass participation drives the base events that get thousands moving, from school competitions to city marathons, and are the foundation for elite talent and a healthier society. This base also attracts sponsors and builds a culture of lifelong sports engagement.
• Infrastructure, yes-but people first – While stadiums and facilities matter, it’s the operational excellence, hospitality, and passion of Oman’s people that set the country apart. Training, upskilling, and empowering local talent is crucial for long-term success.
• Sports Tourism and Economic Diversification – Sports tourists are high-value visitors. By leveraging Oman’s natural assets-coastlines, mountains, and heritage sports can carve a unique niche in the region and beyond.
• Entrepreneurship and Innovation – From e-sports to sports tech start-ups, Oman’s young, tech-savvy population is ready to lead. The panel encouraged entrepreneurs to seize opportunities, supported by evolving regulations and funding models.

 
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