Mike Nichols has spent nearly two decades proving women’s sports are undervalued—and he’s putting his investments where the returns are. The former LPGA exec turned Chief of Sponsorship Strategy at Group 1001 joins Laura to talk about Gainbridge’s partnerships with the USL Super League, Caitlin Clark, and more. They get into why 40% of his sponsorship dollars go to women’s sports, how $5,000 grants can create outsized impact, and where the opportunity lies for brands willing to get in from grassroots to the ground floor.