It’s a tough time to be launching a new business in this economy. Unless that business is a new WNBA franchise.

The wave of new sponsorship money comes in part from big corporate names. Newcomers are also seizing the opportunity.

There are now a lot more ways to watch and engage with sports. People are seeking out women’s leagues on streaming platforms. Social media hype is attracting new fans. And brands are taking notice, providing the women’s league with more resources.

Investment and equality in U.S. college sports has translated to more success for women in soccer around the world.

Knee injuries and concussions are more likely in the women’s game. That may be because its equipment and training regimens are designed for men.

FIFA sold media rights separately for the women’s and men’s tournaments this year, boosting the revenue potential for players and teams.

“Spaces like this are really important for not just sports and not just representation, but for the people who come to be a part of that community,” said Jenny Nguyen, owner of the Sports Bra in Portland, Oregon.

“All we were doing was changing the channel,” says Jenny Nguyen, founder and owner of The Sports Bra.

With the popularity of the women’s game soaring, FIFA has asked broadcasters to up their bids.

As athletes demand equal pay, a salary hike in women’s basketball is promising