Women's Sports Crossed the Threshold. The Money Followed.
Record audiences, franchise fees rising tenfold and sponsors discovering a market that was there all along. The state of the fastest-growing property in sport.
Topic
The Games, the money and the athletes reshaping Olympic sport.
Record audiences, franchise fees rising tenfold and sponsors discovering a market that was there all along. The state of the fastest-growing property in sport.
The record has fallen in record conditions, in magic shoes, on pace-lit courses. What physiology, engineering and course design have learned about 42.195 kilometres.
The Olympic wave normalised street culture's sports — and cities noticed. A look at the festival format quietly winning the attention of a generation.
The same players, three surfaces, three different games. The materials science behind grass, clay and hard courts — and why the calendar is built around their differences.