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Illustration: Lazaro Gamio/Axios

Four Olympic gold medalists are launching Togethxr, a media platform aimed at celebrating millennial and Gen Z female athletes.

The big picture: Togethxr's launch comes at an exciting time for women's sports, with ratings spikes (WNBA), female ownership groups (NWSL) and startup leagues (Athletes Unlimited) creating lots of buzz.

Details: The Olympians include soccer player Alex Morgan, snowboarder Chloe Kim, swimmer Simone Manuel and basketball player Sue Bird.

  • The financing: Togethxr is funded and operated by private equity-backed holding company Magnet Companies.

Coming soon: "Fenom," the story of 17-year-old boxing star Chantel Navarro will debut this spring alongside "Kaikaina," which follows a collective of young Hawaiian surfers.

Of note: Despite increased viewership and business opportunities, women's sports still received just 4% of U.S. sports media coverage as of 2019 — something Togethxr wants to help change.

The last word: "Growing up I didn't have posters of female athletes, which wasn't because I didn't watch sports," Morgan told NYT. "I just didn't know enough about female athletes to put them on my wall and idolize them."

Go deeper

Casinos throw cash at sports betting media

Illustration: Sarah Grillo/Axios

Casinos are investing millions on sports betting content to lure bettors to their online and in-person sportsbooks.

Why it matters: It’s a mini gold rush for some sports media companies that were struggling in the pandemic.

Dave Lawler, author of World
59 mins ago - World

Blockades and ballots: A wild day in the post-Brexit U.K.

Illustration: Annelise Capossela/Axios

British naval vessels dispatched to break a French blockade, Scottish nationalists attempting to break away from the U.K., and working class voters in the northeast breaking for the Conservatives after voting Labour for six decades.

Why it matters: That was just one day in the topsy turvy reality of post-Brexit Britain.

S.C. governor orders end to federal COVID-related unemployment benefits

Photo: Micah Green/Bloomberg via Getty Images

South Carolina Gov. Henry McMaster (R) on Thursday ordered the termination of the state's participation in all federal, pandemic-related unemployment benefit programs.

Driving the news: McMaster cited labor shortages, but some experts say it's the job climate and not unemployment benefits that is determining the pace at which people are returning to work.