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Sephora, Charlotte Tilbury, Gatorade and American Express are pouring into F1 Academy, the all-female racing series. It's a sharp lesson in following the audience — and in how brand money is funding the rise of women's motorsport.

The WNBA keeps shattering viewership and attendance records, led by Caitlin Clark's Indiana Fever. Here's how a single marketable star turned a league into one of the fastest-growing properties in US sport — and what brands should take from it.