WHEN MEGAN GRANT sits in the front row of her Intro to Gender Studies class at UCLA, she's enjoying the only rest she'll get all day. It's game day for the UCLA women's basketball team. Grant has 10 hours until she'll take the court for the Bruins. But before putting on her basketball jersey, the UCLA dual athlete will have weight training, class and softball practice. The senior softball star has a career .727 slugging percentage, .978 fielding percentage and earned the Big Ten single-season record for home runs with 26 in 2025.
If you thought Sprite was just sitting on the sidelines, think again. The iconic beverage brand is making a major statement in the basketball world with a brand-new collection of limited-edition cans that celebrate both NBA teams and the rising stars of Unrivaled women's basketball. This isn't just another marketing play: it's a full-court press that honors local fandom, basketball culture, and the athletes pushing the game forward.
"The impact that the Tempo is going to have on women's basketball is going to be exponential," Toronto team president Teresa Resch told ESPN. "I think you can look at what happened with the Raptors 30 years ago. The 'Vince Carter effect.' You hear those kids talk about -- they're not kids anymore, they're very talented young men playing basketball and representing our country really well on the international stage -- the representation is huge. The fact that you can see it, you can be it."
There's no question that women's basketball is growing nicely, a development that we should all cheer: this year's WNBA season was the most watched ever. But it is testing credulity to suggest that the sport is growing at anything like the same speed as AI, which since 2022 has gone from the technological margins to the very center of the US economy: by some reports, AI spending accounted for half of the growth in US GDP in the first half of this year.