Womens sports is booming. Can it continue ethically?
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 […]
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.
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“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?”
“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.
Walking may reduce back pain risk if you follow this ‘simple’ rule
The causes of lower back pain can vary, from natural wear and tear as we age to muscle strain or medical conditions, such as sciatica or a slipped disc. Whatever the cause, it can impact your ability to work, sleep, exercise and be with those you love. With so many people affected, though, a lot […]
The causes of lower back pain can vary, from natural wear and tear as we age to muscle strain or medical conditions, such as sciatica or a slipped disc. Whatever the cause, it can impact your ability to work, sleep, exercise and be with those you love. With so many people affected, though, a lot of research has gone into how back pain can be managed and prevented.
A recent study linked to the Norwegian University of Science and Technology is the latest to investigate how walking may help prevent back pain. Researchers found that walking for more than 100 minutes per day was associated with a 23% lower risk of chronic back pain, compared to walking less than 78 minutes a day.
Paris Saint-Germain, CrowdIQ set out to measure crowd atmosphere with data
Paris Saint-Germain enjoys one of soccer’s best home match atmospheres, but club executives still had questions. Why? And how could it be even better? By collaborating with crowd analytics provider CrowdIQ — who, at PSG’s suggestion, added audio inputs to its AI algorithms — the Ligue 1 power developed a methodology for assessing what factors […]
Paris Saint-Germain enjoys one of soccer’s best home match atmospheres, but club executives still had questions. Why? And how could it be even better?
By collaborating with crowd analytics provider CrowdIQ — who, at PSG’s suggestion, added audio inputs to its AI algorithms — the Ligue 1 power developed a methodology for assessing what factors drove lively experiences at Parc des Princes for its men’s and women’s teams. This new Atmosphere Index has helped PSG devise its matchday programming, sponsor activations and more.
“One of the business challenges that’s important for us is to maximize the match day experience for two real factors,” said PSG Chief Innovation & Digital Officer Jerry Newman, a former executive at Meta, Chelsea FC and The FA, the governing body for soccer in England. “The first is that a great experience in the stadium is great from a consumer perspective. And secondly, there’s a few academic papers that say, actually, the fan is the 12th man in many respects within sport, and if you can figure out a way in which you can improve the atmosphere, it could have an impact on the pitch.”
CrowdIQ’s high-resolution cameras, which also power FanCam, feed its computer vision algorithms to estimate not only fan demographics but also behavior, such as when they arrive at their seats and where they are looking. Its attention tracking product takes photos every second to understand if fans are watching the pitch, checking their phones or looking at stadium signage or videoboards.
PSG then exported its CRM and ticketing data. Opta event data was also added to understand the action happening on the field, such as goals, corner kicks or tackles.
Newman summarized the working definition of a good atmosphere as “a combination of attention, noise and time spent in seat.” Among the findings published in the new white paper:
— Fans reported 10% higher satisfaction for UEFA Champions League matches than for domestic Ligue 1 contests. (PSG won its first Champions League title this past year but has won 11 of the past 13 Ligue 1 trophies, including four straight).
— Attendees arrived about 25 minutes earlier for Champions League matches.
— A key emotional spike in fan interest and energy was noted about 15 minutes before kickoff.
— The Atmosphere Index was typically higher when fans arrived earlier.
“It’s been really helpful, from everything to how we present the match, to how we run promotions to get people into the stadiums, how we improve our F&B, how do we improve traffic into the stadium,” Newman said. “All with the ultimate goal of having the best atmosphere.”
Newman noted that driving revenue is not a primary goal of these efforts to further enhance crowd atmosphere, but it has an indirect impact. A better atmosphere might attract more sponsors and new fans, he said, and winning more matches is valuable from a brand and commercial perspective.
“The idea here is taking something subjective to objective, which in turn makes the crowd a better place to be, makes the game a better place to be, could increase team performance, but also could increase fan satisfaction, arrival times, which means more revenue for the team,” said Katherine Rowe, VP/Client Strategy & Insights for CrowdIQ, a 2023 honoree as one of SBJ’s Most Innovative Sports Tech Companies.
PSG pioneered the Atmosphere Index with CrowdIQ, but the AI firm is now working with other partners to modify the models to be applicable for different sports, different geographies, different venues. The Spurs are a longtime CrowdIQ user — and strategic partner of PSG since earlier this year — who have been collaborating on an NBA version of the index. The Titans will begin collecting fan data next season to inform a fan-centric design of their new Nissan Stadium.
“It’s going to be completely unique to every single partner and every single sport,” CrowdIQ CRO Rachel Goodger said. “What creates a good atmosphere in the NBA versus with PSG is very different, and what matters to those clubs is very different.”
MyPlay and One2All.tv join forces to redefine the future of sports streaming – Product & technology
Strategic partnership will transform the way live sports are experienced and shared. MyPlay, the all-in-one automatic sports livestreaming platform, and One2All.tv, the interactive social streaming innovator, have revealed details of their new partnership. “At MyPlay, we believe that every game deserves to be seen, analysed and celebrated. Thanks to this new alliance with One2All.tv, clubs, […]
Strategic partnership will
transform the way live sports are experienced and shared.
MyPlay, the all-in-one automatic sports livestreaming platform, and One2All.tv, the interactive social streaming innovator, have revealed details of their new partnership.
“At MyPlay, we believe that every game deserves to be seen, analysed and celebrated. Thanks to this new alliance with One2All.tv, clubs, federations and fans will now gain access to an enriched ecosystem of tools that go beyond simple broadcasting – turning every match into a dynamic, social and connected experience,” said Itai Levy, CEO of MyPlay.
Through this partnership, MyPlay’s automated live sports capture seamlessly integrates with One2All.tv’s Virtual Living Room, enabling fans to invite friends, chat and interact as if they were sitting together in the stands – no matter where they are.
“Our mission has always been clear: democratise access to live sports and empower every club to grow,” explained Levy. “This partnership is a natural extension of that vision – providing our clients with more tools to connect with their audiences, attract new fans and open the door to new markets.”
“This partnership is a game changer,” said Eyal Natan, CEO, and Maarten van Oeveren, CP&CO, of One2all.tv. “We’re not just delivering sports – we’re building communities around them. Whether it’s youth football or local basketball, fans can now gather online like they would in the stands.
This collaboration also opens the door for iGaming operators as well as advertisers to tap into highly engaged micro-communities. With shared revenues flowing back to sports associations, everyone wins – from players and fans to platforms and federations.
With MyPlay’s leading-edge capture technology and One2All.tv’s community-driven platform, this partnership reinforces both companies’ shared values: innovation, accessibility, community, performance and growth.
The future of live sports isn’t just streaming – it’s social. And it starts now.
AOC celebrates G2 Esports’ 10th anniversary by teasing “two new esports monitors” ahead of IEM Cologne
PC Guide is reader-supported. When you buy through links on our site, we may earn an affiliate commission. Read More Just over a month ago, AGON by AOC retained its title as the number one gaming monitor brand in the world for the sixth year in a row, based on figures from the IDC Worldwide […]
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Just over a month ago, AGON by AOC retained its title as the number one gaming monitor brand in the world for the sixth year in a row, based on figures from the IDC Worldwide Quarterly Gaming Tracker. And now, the manufacturer is celebrating the 10th anniversary of the renowned Esports organization G2. The brand has been an official sponsor for the team since 2018, but G2 Esports’ history goes back even further than that.
AOC has been busy releasing plenty of new gaming monitors lately, including three new budget models and the AOC GAMING U27G4R, which becomes the brand’s first model with ‘Dual-Frame’ technology to boost your refresh rate at a lower resolution. And at upcoming IEM Cologne 2025, it will reveal two new esports monitors; the exact details remain to be seen.
✓ A brief history of G2 Esports
G2 was originally formed by Carlos “ocelote” Rodríguez in November 2013 and was known as Gamers2
On October 15th, 2015, it was rebranded to G2 Esports
The organization is active in a number of esports titles and will compete at IEM Cologne for Counter-Strike 2
AOC will be announcing “two new esports monitors” at IEM Cologne next month, which kicks off on July 23rd
Full press release
Amsterdam, 24 June 2025 – AGON by AOC – the world’s leading gaming monitor brand, proudly celebrates the 10th anniversary of G2 Esports, marking seven years as the esports organisation’s official monitor partner in their rise to becoming one of Europe’s most successful esports teams.
Supporting a decade of dominance
Since the launch of G2 Esports in October 2015, the organisation has grown from ambitious newcomers to global esports titans. AGON by AOC joined this journey in January 2018, equipping G2’s Berlin training facility with cutting-edge AGON AG251FZ monitors featuring 240 Hz refresh rates – beginning a partnership that would help shape the future of competitive gaming displays.
“Throughout G2’s incredible decade, we’ve been privileged to support them for over seven years of that journey,” says César Acosta, Gaming Product Manager at AGON by AOC. “From their historic Mid-Season Invitational 2019 victory to their recent qualification for Mid-Season Invitational 2025 in Vancouver, we’ve witnessed their evolution from challengers to champions. Our partnership exemplifies our commitment to supporting gamers at every level – from beginners taking their first steps to elite athletes like G2 competing on the world stage.”
Milestones in partnership
The collaboration has produced memorable moments, including the November 2018 launch of the G2590PX/G2 Esports Signature Edition monitor – bringing G2’s iconic samurai aesthetics and professional-grade 144 Hz performance to esports fans worldwide at an affordable price. During these years, through direct feedback from G2’s players, AGON by AOC has developed displays like the AGON PRO AG254FG with a 360 Hz refresh rate and Nvidia Reflex Latency Analyzer, or recent models such as the AGON PRO AG246FK with an impressive 540 Hz refresh rate, continuously pushing the boundaries of competitive gaming technology. This journey of innovation continues with the AGON PRO AG276UZD, which brings QD-OLED technology with 240 Hz refresh rate and 0.03 ms GtG response time at 4K resolution, offering gamers who wish to combine exceptional performance with ultra-high resolution.
Looking forward
As G2 Esports enters their second decade, AGON by AOC continues to stand by their side. César Acosta adds: “We’re excited to see G2 at IEM Cologne this year, where we’ll be unveiling two new esports monitors featuring exceptional speed and clarity that will set new standards for competitive gaming. As G2 celebrates 10 years, we’re preparing to launch technology that will define the next decade of esports.”
To commemorate G2’s 10th anniversary and the partnership with AGON by AOC, a special video celebrating the partnership is released, showcasing the evolution of gaming witnessed by the G2 Esports team.
With G2 Esports preparing to compete at Mid-Season Invitational 2025 in Vancouver (for League of Legends) from 27 June to 12 July, both organisations look forward to continuing their successful partnership into the next decade of competitive gaming.
This week’s Portfolio Players features Jonathan Mariner, former Chief Financial Officer of Major League Baseball and one of the most influential financial voices in sports. In Episode 9 of Portfolio Players, presented by E*TRADE from Morgan Stanley, Mariner unpacks how rising valuations are reshaping franchise ownership, why the media landscape could destabilize future team revenue, […]
This week’s Portfolio Players features Jonathan Mariner, former Chief Financial Officer of Major League Baseball and one of the most influential financial voices in sports.
In Episode 9 of Portfolio Players, presented by E*TRADE from Morgan Stanley, Mariner unpacks how rising valuations are reshaping franchise ownership, why the media landscape could destabilize future team revenue, and how corporations are exerting greater influence inside front offices. He also explores the fractured state of college sports—from NIL uncertainty to conference realignment—and the mounting pressure to create a more unified governance model.
From Wall Street-backed team buys to long-term threats in college athletics, this episode examines how media, money, and management are shaping the next era of sports business.
Portfolio Players is Front Office Sports’s original series diving into the deals, capital, and power players redefining the business of sports. Subscribe now for insights from the decision-makers building the future of the game.
Smart textiles for personalized sports and healthcare: A comprehensive review
image: This review provides comprehensive structural design strategies for the manufacturing of smart textiles, covering fibers, yarns, and fabrics and offers professional guidance for product development in this field. The fundamental performance criteria for sports-oriented smart textiles have been provided, highlighting the key attributes required for their optimal functionality in athletic applications. This review systematically […]
This review provides comprehensive structural design strategies for the manufacturing of smart textiles, covering fibers, yarns, and fabrics and offers professional guidance for product development in this field.
The fundamental performance criteria for sports-oriented smart textiles have been provided, highlighting the key attributes required for their optimal functionality in athletic applications.
This review systematically introduces the diverse roles of smart textiles in specific sports scenarios and the stringent requirements they must meet to perform effectively in these environments.
view more
Credit: Ziao Xu, Chentian Zhang, Faqiang Wang, Jianyong Yu, Gang Yang, Roman A. Surmenev, Zhaoling Li, Bin Ding.
A groundbreaking review on smart textiles has been published in Nano-Micro Letters, led by Professor Zhaoling Li and Professor Bin Ding from Donghua University, Shanghai, China. This comprehensive study explores the latest advancements in the design, preparation, and application of smart textiles, highlighting their potential to revolutionize personalized sports and healthcare. The research provides valuable insights into how these innovative textiles can seamlessly integrate sensing and monitoring capabilities with the comfort and flexibility of traditional fabrics.
Why Smart Textiles Matter
Enhanced Comfort and Functionality: Smart textiles combine the breathability and flexibility of traditional fabrics with advanced sensing capabilities, making them ideal for long-term wear during sports and health monitoring.
Real-Time Data Collection: These textiles can monitor vital signs, joint movements, and environmental conditions in real-time, providing valuable insights for athletes and healthcare professionals.
Versatility in Applications: From sports performance enhancement to health monitoring, smart textiles offer a wide range of applications, including wearable sensors, energy harvesting, and self-powered devices.
Innovative Design and Mechanisms
Fiber-Level Innovations: The review discusses various types of smart fibers, including coated, intrinsic, coaxial, and composite fibers, each offering unique advantages for different applications. For example, coated fibers can be tailored with functional materials to enhance their sensing capabilities.
Yarn and Fabric Design: Smart yarns and fabrics are created through innovative spinning and weaving techniques, allowing for the integration of multiple functionalities while maintaining the textile’s structural integrity. Techniques like core-spinning and braiding are highlighted as effective methods for creating durable and functional textiles.
Integration with Electronics: The review explores the integration of microelectronic systems with textiles, enabling the development of wearable devices that can monitor health and performance metrics in real-time.
Applications in Sports and Healthcare
Vital Signs Monitoring: Smart textiles can monitor heart rate, body temperature, and respiratory rate with high accuracy, providing essential data for health management.
Joint Movement Tracking: These textiles can track joint movements and angles, helping athletes optimize their performance and prevent injuries.
Sweat Analysis: Smart textiles can analyze sweat biomarkers, such as lactate and glucose, offering non-invasive methods for monitoring physiological conditions.
Data Transmission: The integration of wireless communication technologies allows for real-time data transmission, enabling remote monitoring and analysis.
Future Outlook
Scalability and Practical Applications: The review emphasizes the need for scalable and cost-effective manufacturing processes to bring smart textiles from the lab to the market.
Further Research: Future work may focus on improving the durability, accuracy, and energy efficiency of smart textiles, as well as exploring new materials and fabrication techniques.
Integration with IoT and AI: The potential integration of smart textiles with the Internet of Things (IoT) and artificial intelligence (AI) is highlighted as a promising direction for future research, enabling more intelligent and responsive wearable systems.
Conclusion
Smart textiles represent a significant advancement in wearable technology, offering a versatile and comfortable platform for sports and healthcare applications. This review provides a comprehensive overview of the current state of smart textiles, highlighting their potential to transform personalized sports and healthcare. As research continues to advance, smart textiles are poised to become an integral part of the next-generation wearable devices, enhancing human performance and well-being.
Stay tuned for more groundbreaking research in the field of smart textiles as Professor Zhaoling Li and Professor Bin Ding continue to push the boundaries of wearable technology!
Journal
Nano-Micro Letters
Method of Research
Experimental study
Article Title
Smart Textiles for Personalized Sports and Healthcare
Article Publication Date
25-Apr-2025
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