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Why are women forced to turn to TikTok for menstrual advice? Where are the brands?

But what’s even more extraordinary is how brands are entirely missing from this conversation. Women are talking about menstrual cycle syncing on TikTok. You’d be hard-pressed to find any brands adding to the conversation, particularly in sports. Iris’s Samaneh Zamani explores. A study titled Invisible Sportswomen: The Sex Data Gap in Sport and Exercise Science […]

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Why are women forced to turn to TikTok for menstrual advice? Where are the brands?

But what’s even more extraordinary is how brands are entirely missing from this conversation. Women are talking about menstrual cycle syncing on TikTok. You’d be hard-pressed to find any brands adding to the conversation, particularly in sports. Iris’s Samaneh Zamani explores.

A study titled Invisible Sportswomen: The Sex Data Gap in Sport and Exercise Science Research by Cowley, Olenick, McNulty, and Ross analyzed over 5,200 publications from six sport and exercise journals published between 2014 and 2020, finding that only 6% focused exclusively on women, while just 34% of the total participants were women. With major events like the Rugby Six Nations in March, the NCAA European Basketball Championships in the same month, the Rugby World Cup in August, and the Euros in July 2025 is set to be a watershed year for women’s sports. These moments present an incredible opportunity for brands—not just those in sports—to step up and support women in ways that go beyond the surface.Read more opinion on The Drum.Meanwhile, many women remain uneasy about the data privacy risks tied to period-tracking apps, particularly in regions like the US, where abortion laws have heightened fears of data misuse.By focusing on education, innovation, and resources tailored to female physiology, brands can play a vital role in driving change – helping to create a culture that allows women to perform at their best, whether they’re competing on the global stage or working out closer to home.At our recent Game Changers event, we explored the growing trend of cycle syncing and highlighted its increasing significance. One of our speakers, Kirby Akindeinde, a women’s fitness coach and founder of BKA Club, commented: “Brands need to recognize the scale of this movement. Women are driving this change themselves, and there’s a real opportunity for brands to support, educate, and innovate in meaningful ways.”Continue the conversation with Samaneh here.It’s about time brands realized there is a huge opportunity to engage with and develop products and resources curated to the specific and nuanced needs of women who exercise and play sports. This is most notable on social media, where women are experimenting and educating each other on the impact of hormones on their performance and lifestyles, with barely any sustained contributions from brands. On TikTok alone, the hashtag “cycle syncing” has over 500 million views, according to TikTok data, demonstrating the power of community-driven education and the grassroots nature of this trend.Where sports brands are busy telling women that there’s no winning without grit, their target demographic is unearthing social content about how to optimize their lives around fluctuating energy levels across all 28 days (on average) of their menstrual cycle.To read more about cycle syncing and how brands should get involved, download the Iris Game Changers report here.It’s remarkable how women are stepping up to share and learn from each other, but it raises an important question: why are they forced to turn to TikTok for advice on something so fundamental? The lack of credible, science-backed resources from brands leaves a clear gap in the conversation – one that trusted organizations could and should fill.In 2024, more than 50 million women are tracking their periods using various period-tracking apps, according to The University of Sydney. As the wellness movement grows among Gen Z and peer-to-peer conversations break taboos, topics like menstrual health are gaining momentum. Google Trends data shows that interest in “cycle syncing” has increased by 124% year-on-year, underscoring curiosity about female physiology. Communities are gathering around this phenomenon, but, particularly in sports, there is little acknowledgment. These content creators are opening up about the power of being kind and listening to what the female body needs. Before and after pictures highlight the positive impacts it’s had on their fitness. The volume of knowledge sharing based on personal trial and error and experimentation is quite extraordinary. We’ve seen little to no effort to drive research, educate women, and offer easy access to resources. Instead, we see one-off campaigns like NikeSync and a tide of innovation and communication that only helps women manage their physical periods during activity. It’s not enough to celebrate achievements on the pitch, court, or track. Brands need to move past one-off sponsorships and short-lived campaigns and instead commit to genuine, ongoing support that reflects the unique needs and experiences of women athletes and active women everywhere.Imagine wearable tech that integrates hormonal insights into personalized fitness advice or subscription services offering coaching and tailored products. The possibilities are endless, but brands must take the first step.The more recent groundswell of ‘cycle syncing’ strategies has been almost exclusively community-driven. Search the term on TikTok, and you’ll find streams of women offering workout recommendations for each stage of how hormones fluctuate during the month and what that means for body and mind. Of course, brand involvement in women’s sports often falls short anyway. The traditionally male-dominated health, wellness, and sports space has exposed a glaring lack of understanding and empathy for the nuanced needs of everyday sportswomen. There have, in the past, been attempts by brands to understand the impact of the female cycle on performance. Millions of women use period-tracking apps, and the likes of Nike, Alo Yoga and Whoop have all dipped their toe in the water but failed to dive in for any sustained length of time. In 2021, Nike launched NikeSync, “a workout collection for people with periods, helping you train to the key phases of your menstrual cycle.” It included workouts tailored to each stage, audio-guided runs, and advice from elite female athletes. However, after winning a Cannes Lions Grand Prix that year, it was quietly dropped.

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Trump and Coach Saban have the right game plan to save college sports » Coach Tommy Tuberville

“Regardless of which path Trump chooses to address the current state of college sports, I’m confident that his administration — which has already proven to be both effective and unafraid to shake up the status quo — can make meaningful reforms to make sure college sports remain intact.” WASHINGTON – Today, U.S. Senator Tommy Tuberville (R-AL) penned an op-ed […]

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“Regardless of which path Trump chooses to address the current state of college sports, I’m confident that his administration — which has already proven to be both effective and unafraid to shake up the status quo — can make meaningful reforms to make sure college sports remain intact.”

WASHINGTON – Today, U.S. Senator Tommy Tuberville (R-AL) penned an op-ed in Fox about the current state of Name, Image and Likeness (NIL) and college sports amidst the everchanging NIL landscape. In the piece, Sen. Tuberville addresses the growing problems college athletes are facing with the pay-for-play environment making it nearly impossible for Olympic sports and female athletics to survive. The current “patchwork” of laws has created an uneven playing field that President Trump and Congress are well-positioned to address in the near future. Sen. Tuberville currently serves as the Chairman of the HELP Subcommittee on Education and the American Family. 

Read excerpts from Sen. Tuberville’s op-ed below or the full piece here. 

“As a former college football coach for 40 years, I’ve witnessed firsthand the transformative power of college sports in shaping young lives. From the locker room to the classroom, athletics instill discipline, teamwork and resilience — values that extend far beyond the field. But ever since the Supreme Court ruled that college athletes can be compensated for the use of their Name, Image and Likeness (NIL), college sports have been in a tailspin.  

While I’m all for players making money, we need to create national standards to protect the integrity of college sports. Because there are no national rules for NIL contracts, every state has passed its own laws. This patchwork of laws has created an uneven playing field and given some universities advantages over their competitors.

We now have pay-to-play as bidding wars for recruits are starting in middle and high school. This is not to mention the transfer portal, which has become a revolving door with student-athletes jumping from school to school in pursuit of more money.  

[…]

Regardless of which path Trump chooses to address the current state of college sports, I’m confident that his administration — which has already proven to be both effective and unafraid to shake up the status quo — can make meaningful reforms to make sure college sports remain intact. 

Meanwhile, I’ll continue to work with my colleagues to hopefully draft legislation that could pass both chambers. The challenges facing college sports today are formidable, but not insurmountable. With President Trump’s leadership and a unified approach, we can navigate this new era while preserving the integrity and spirit of collegiate athletics.”

Senator Tommy Tuberville represents Alabama in the United States Senate and is a member of the Senate Armed Services, Agriculture, Veterans’ Affairs, HELP and Aging Committees.

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OSU announces coaching change – Oklahoma State University Athletics

STILLWATER – Oklahoma State University Director of Athletics Chad Weiberg has announced that Cowgirl golf coach Greg Robertson will not return next season.   “We appreciate Greg’s service over the past six years and wish him well in the future,” Weiberg said.   Annie Young will serve as interim head coach. A national search for […]

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STILLWATER – Oklahoma State University Director of Athletics Chad Weiberg has announced that Cowgirl golf coach Greg Robertson will not return next season.
 
“We appreciate Greg’s service over the past six years and wish him well in the future,” Weiberg said.
 
Annie Young will serve as interim head coach. A national search for the next head coach will begin immediately.
 



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Geno Auriemma, UConn Land Elite Transfer Portal Guard From Rival USC Trojans

The USC Trojans women’s basketball team lost a couple of players through the NCAA Transfer Portal including guard Kayleigh Heckel. Heckel spent one season with the Women of Troy before announcing her intentions to enter the portal on April 3. Heckel was one of the top available guards in the transfer portal after earning extended […]

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Geno Auriemma, UConn Land Elite Transfer Portal Guard From Rival USC Trojans

The USC Trojans women’s basketball team lost a couple of players through the NCAA Transfer Portal including guard Kayleigh Heckel. Heckel spent one season with the Women of Troy before announcing her intentions to enter the portal on April 3.

Heckel was one of the top available guards in the transfer portal after earning extended minutes in the NCAA Women’s Basketball tournament. Heckel posted on her Instagram on May 20 that she will be transferring to the UConn Huskies.

Mar 29, 2025; Spokane, WA, USA; USC Trojans guard Kayleigh Heckel (9) walks off the court during the second half of a Sweet

Mar 29, 2025; Spokane, WA, USA; USC Trojans guard Kayleigh Heckel (9) walks off the court during the second half of a Sweet 16 NCAA Tournament basketball game against the Kansas State Wildcats at Spokane Arena. Mandatory Credit: James Snook-Imagn Images / James Snook-Imagn Images

“K9 by name, husky by nature. see you in storrs! Go huskiesss,” Heckel wrote.

The UConn Huskies knocked out the USC Trojans in the Elite 8 of the NCAA Women’s Basketball Tournament, 78-64. It was the second year in a row the Huskies knocked the Trojans out of the tournament in the same round. UConn went on to win the tournament.

The UConn Huskies lost star guard Paige Bueckers, who was the No. 1 overall pick in the WNBA Draft. Forward Sarah Strong just completed her freshman season, already on a path to being a top college basketball player. UConn is looking to win back-to-back championships, and Heckel is set to be a part of that team.

Coming out of high school, Heckel was a five-star recruit who committed to the USC Trojans. Throughout her freshman season, Heckel continued to develop as a player, averaging 16.9 minutes with 6.1 points. She also averaged 1.4 rebounds, 1.9 assists, and 1.3 steals.

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MORE: Elite 4-Star Recruit Luke Wafle To Commit To USC Trojans Over Penn State, Florida?

With USC Trojans guard JuJu Watkins set to miss time, though it is still unknown exact timetable, Heckel could have competed for a starting role with the Women of Troy but ultimately chose to enter the portal. Heckel chose the UConn Huskies over the Notre Dame Fighting Irish.

While Heckel may begin as a depth piece for the UConn Huskies, she will be led by coach Geno Auriemma, a 12-time national champion-winning head coach. Heckel will be on a squad looking to compete for another national title.

The USC women’s basketball team is heading into a season with a new starting five. With Watkins recovering from her ACL tear, center Rayah Marshall and forward Kiki Iriafen in the WNBA, USC coach Lindsay Gottlieb and the staff have their work cut out for them.

Feb 8, 2025; Los Angeles, California, USA; USC Trojans guard Kayleigh Heckel (9) and USC Trojans guard JuJu Watkins (12) duri

Feb 8, 2025; Los Angeles, California, USA; USC Trojans guard Kayleigh Heckel (9) and USC Trojans guard JuJu Watkins (12) during the second quarter against the Ohio State Buckeyes at Galen Center. Mandatory Credit: Robert Hanashiro-Imagn Images / Robert Hanashiro-Imagn Images

Guard Kennedy Smith will be returning which is a positive for the Trojans. Smith finished the season averaging 9.5 points, 4.3 rebounds, 2.0 assists, and 2.2 steals. The USC guard is entering just her sophomore season. Guard Malia Samuels only had one start in the 2024-2025 season but earned more minutes as the season progressed.

Through the Transfer Portal, the Women of Troy acquired guard Kara Dunn, from the Georgia Tech Yellow Jackets. Dunn led Georgia Tech in scoring, averaging 15.5 points per game, and averaged 5.8 rebounds, 1.3 assists, 1.3 steals, and 0.1 blocks. The Trojans also acquired former Washington State forward Dayana Mendes. The forward averaged 8.3 points, 5.3 rebounds and 1.3 steals per game last season.

USC will have a standout incoming freshman next season, with five-star recruit Jazzy Davidson joining the team. While the USC team may look different next season, the Women of Troy will be just as competitive, and look to take the next step in the NCAA Tournament.

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Vols' Zakai Zeigler sues for fifth year of eligibility, citing NIL pay

Field Level Media May 21, 2025 at 2:42 PM Tennessee’s Zakai Zeigler (5) during Senior Day presentations after a men’s college basketball game between Tennessee and South Carolina at Thompson-Boling Arena at Food City Center, Saturday, March 8, 2025. (Caitie McMekin/News Sentinel / USA TODAY NETWORK via Imagn Images) Tennessee guard Zakai Zeigler is suing […]

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Vols' Zakai Zeigler sues for fifth year of eligibility, citing NIL pay

Field Level Media

Tennessee’s Zakai Zeigler (5) during Senior Day presentations after a men’s college basketball game between Tennessee and South Carolina at Thompson-Boling Arena at Food City Center, Saturday, March 8, 2025. (Caitie McMekin/News Sentinel / USA TODAY NETWORK via Imagn Images)

Tennessee guard Zakai Zeigler is suing the NCAA for another year of eligibility, claiming he could lose up to $4 million in NIL money if he isn’t allowed to play in 2025-26.

Zeigler’s lawsuit requests a preliminary injunction allowing him to play a fifth season and arguing he will suffer irreparable harm without immediate relief, with schools currently finalizing rosters and settling NIL deals.

According to the Knoxville News Sentinel, Zeigler’s lawsuit challenges the NCAA’s redshirt rule in which players are allowed to play a fifth year if they sit out a year of competition.

Zeigler played four consecutive seasons for the Volunteers from 2021-22 through 2024-25. He argues that he should get be allowed a fifth year of eligibility and its earning potential instead of being punished for not taking a redshirt year, per the News Sentinel.

“All NCAA athletes should be eligible to compete and earn NIL compensation during each year of the five-year window — not just those selected to redshirt,” the court filings state.

Zeigler filed his suit in the Eastern District of Tennessee. In it, he claims he could make between $2 million and $4 million in name, image and likeness money in 2025-26 after making $500,000 in 2024-25.

The lawsuit calls a fifth year “the most lucrative year of the eligibility window for the vast majority of athletes.”

Zeigler set the Tennessee career records for assists (747) and steals (251). The three-time All-SEC pick and two-time league defensive player of the year averaged 11.3 points, 5.4 assists and 2.6 rebounds in 138 career games (83 starts).

He graduated this month from Tenneseee and plans to pursue a graduate degree.

–Field Level Media

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Matt Rhule Discusses NIL Impact on College Football Recruiting

The transfer portal era has already changed college football in big ways. With NIL rules now changing rosters and entire seasons, coaches are scrambling to keep up. A proven quarterback no longer just costs a scholarship — it can run seven figures, depending on the bidding war. For Nebraska head coach Matt Rhule, this new […]

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The transfer portal era has already changed college football in big ways. With NIL rules now changing rosters and entire seasons, coaches are scrambling to keep up. A proven quarterback no longer just costs a scholarship — it can run seven figures, depending on the bidding war. For Nebraska head coach Matt Rhule, this new landscape has been equal parts frustrating and eye-opening. As he tried to build a winning team, he found that the NIL marketplace can be cutthroat. But in Lincoln, it’s not just about scouting talent — now, it’s about outlasting the chaos of a college football economy where loyalty can be bought. With College Sports Network’s Transfer Portal Tracker, you can stay ahead of the chaos. Follow every entrant, commitment, and decommitment as they happen. Matt Rhule Explains How Struggling Programs Are Outspending Contenders in the NIL Era Nebraska HC Matt Rhule is not afraid to say things that coaches tend to whisper behind closed doors. Recently, Rhule was on the “HuskerOnline” podcast, where the third-year Nebraska head coach shared a reality that’s reshaping how programs approach recruiting. “The desperate team sets the market,” Rhule said, referencing a conversation with personnel staffer Troy Vincent. As Rhule



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Cowboy Baseball Advances At Big 12 Tourney

ARLINGTON, Texas – Oklahoma State began defense of its Big 12 tourney title with a 4-3 win over Baylor in the opening round of the Big 12 Baseball Championship Wednesday at Globe Life Field.   With the win, the seventh-seeded Cowboys improved to 28-22 and moved into the quarterfinals to take on No. 2 seed Kansas […]

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ARLINGTON, Texas – Oklahoma State began defense of its Big 12 tourney title with a 4-3 win over Baylor in the opening round of the Big 12 Baseball Championship Wednesday at Globe Life Field.
 
With the win, the seventh-seeded Cowboys improved to 28-22 and moved into the quarterfinals to take on No. 2 seed Kansas Thursday at 4 p.m.
 
Mario Pesca was outstanding in relief of starter Sean Youngerman to earn the win out of the bullpen. The right-hander tossed 3 2/3 shutout innings, allowing just two hits and striking out a pair, to improve to 7-2 on the season.
 
Youngerman worked 4 1/3 innings, striking out five and allowing three runs, just one of those earned.
 
Gabe Davis retired all three batters he faced in the ninth for his third save of the season.
 
Offensively, the Cowboys had just five hits, with Kollin Ritchie and Colin Brueggemann picking up RBIs.
 
OSU jumped on top in the second when Ritchie deposited his 10th home run of the season into the seats in right-center field.
 
However, the Bears would take advantage of a throwing error in the third to plate a pair of runs and take a 2-1 lead.
 
BU added to its lead in the fifth, going up 3-1 on a sacrifice fly off the bat of Tyriq Kemp.
 
OSU trimmed its deficit in the sixth. Brayden Smith and Ian Daugherty led off the frame with singles before a deep fly out to center field by Nolan Schubart advanced both runners into scoring position. Brueggemann then picked up an RBI on a sac fly line out to left field to make the score 3-2.
 
The Cowboys would then take advantage of a BU error as, with two outs, third baseman Pearson Riebock uncorked a wild throw to first that allowed the tying run to score from second base.
 
With the game tied 3-3 in the seventh, another error proved pivotal. With Cowboys on first and second and two outs, Daugherty grounded a ball at Kemp, BU’s shortstop, who misplayed the ball. The miscue allowed the go-ahead run to score as OSU went back on top, 4-3.
 
Pesca kept the Bears off the scoreboard in the eighth, stranding the tying run at first with an inning-ending striking, before Davis came out of the pen and shut the door in the ninth.
 



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