New in Sport: 2028 Olympic Mixed Golf, NSL Launch, WNBA x Voice in Sport
Spring is just around the corner, and sports are already making big moves. Welcome back to the Purposeful Partnerships Report, your go-to source for the latest purpose-driven collaborations across the sports world. In this edition, we dive into the 2028 Olympics’ newly announced mixed-gender golf event, the historic launch of Canada’s Northern Super League in women’s soccer, and the WNBA’s renewed commitment to keeping girls in sport through its expanded partnership with Voice in Sport. Let’s get into it!
2028 Olympics Mixed Golf Announcement
If you’ve ever dreamed of watching Scottie Scheffler and Nelly Korda team up against Tom Kim and Jin Young Ko, or perhaps seeing Tommy Fleetwood and Charley Hull square off with sibling duo Min Woo Lee and Minjee Lee, that dream is one step closer to reality.
While most of the golf world had its eyes on the 2025 Masters this past weekend, major news quietly dropped from a different corner of the sport: the Olympics. For the first time ever, the 2028 Summer Games in Los Angeles will feature a mixed-gender golf event, bringing together men and women from the PGA and LPGA Tours to compete on the same team.
Hosted at the iconic Riviera Country Club, this new addition places golf alongside gymnastics and track and field as one of the few Olympic sports to showcase a mixed team format. The mixed team golf event marks a significant evolution from the traditional format, which has only included individual men’s and women’s competitions. While the exact structure of the event has yet to be revealed, fans can expect a fun and competitive twist that showcases the best of both tours.
This announcement aligns perfectly with the vision for the 2028 Olympics, which is set to be one of the most gender-balanced editions in history. Women are expected to make up 50.5% of the athlete pool, a historic milestone. For the first time, every team sport will feature an equal number of men’s and women’s teams, or even more on the women’s side.
For partners of these elite golfers, this new format presents an exciting opportunity. The chance to market and activate around mixed-gender teams introduces fresh storytelling angles and promotional possibilities. I’m excited to see how brands embrace this unique dynamic.
Representing one’s country at the Olympics is already one of golf’s highest honors, and this new team format is poised to take it to another level. It also represents a powerful step toward true gender equality in sport: men and women competing together, on the same team, on the same stage, united in pursuit of gold.
You can learn more about the brand new competition here!
NSL League Kickoff
The wait is finally over. The inaugural season of the Northern Super League (NSL) is here, marking a historic moment as professional women’s soccer launches coast to coast in Canada for the very first time.
With six founding clubs, Vancouver Rise, Calgary Wild FC, AFC Toronto, Ottawa Rapid FC, Montreal Roses, and Halifax Tides FC, ready to take the pitch, fans can expect an electrifying debut season packed with high-stakes matchups, star-studded rosters, and unforgettable moments that will help define the future of the league.
Each club will play 25 regular season matches in a single-table format, following the standard point system: three points for a win, one for a draw, and none for a loss. At the end of the regular season, the top four teams will advance to the playoffs. The semifinals will follow a two-leg, home-and-away format, with the higher-seeded club hosting the decisive second leg. The winners, determined by aggregate score, will move on to the championship match.
Fans across the country will have more access to the action than ever before, with 75 NSL regular-season matches available on platforms like TSN and CBC.
But this league is about more than just the matches, it’s a turning point for Canadian women’s soccer. With an elite mix of domestic and international talent and six passionate, community-rooted clubs, the NSL provides a long-overdue professional platform for female athletes to thrive right here at home. For the first time, both up-and-coming and established Canadian soccer players can pursue a professional career without leaving the country, transforming the soccer landscape, one goal at a time.
The league is also backed by a strong group of founding partners. BMO, the official bank of soccer, headlines the list, alongside Canadian Tire, DoorDash, CIBC, Toyota and WestJet, all playing a vital role in bringing this vision to life.
With the league officially kicking off this Wednesday at BC Place, the 2025 NSL season isn’t just the launch of a new league, it’s the beginning of something much bigger.
You can learn more about the league and where to watch here.
WNBA Doubles Down on Mentorship and Access for Girls in Sport
The WNBA is expanding its partnership with Voice in Sport to ensure more girls stay engaged in sports. Now in its second year, the initiative continues to build momentum with support from the league’s Changemaker sponsors.
In its first year, the partnership reached over 50,000 girls through virtual mentorship and more than 140 group sessions. These sessions were led by 12 athlete mentors from across the league, creating a direct connection between professional athletes and young participants.
For year two, the program is aiming to double its impact, reaching 100,000 girls through expanded services, the introduction of a dedicated Voice in Sport app, and deeper brand integrations. Changemaker partners including Nike, AT&T, CarMax, Deloitte, and Google are playing an active role by funding new initiatives and contributing female executives to mentorship programming. This expansion highlights a broader range of career paths in sports beyond the playing field.
The partnership responds to a persistent challenge in youth sports: girls drop out of sports at twice the rate of boys by age 14. While shifting this trend will take time, early feedback from participants has shown positive signs of increased confidence and interest in long-term athletic involvement.
Through this ongoing collaboration, the WNBA and its partners are not only providing critical resources and mentorship but also reinforcing the importance of long-term investment in the future of women’s sports.
You can learn more about the initiative here!
Final Thoughts
From the Olympic fairways of Riviera to stadiums across Canada and WNBA-led mentorship sessions, this week’s stories highlight how purpose-driven moves are shaping the future of sport. With new formats, new leagues, and deeper investments in the next generation, partners have more opportunities than ever to engage in meaningful and memorable ways. The momentum is just getting started.