Unrivaled, the new 3-on-3 women’s basketball league, tips off this Friday with high expectations for its inaugural games. ESPN’s Kendra Andrews unveiled the on-court rules, introducing a unique format that includes a set winning score, effectively removing the possibility of overtime. However, innovation in Unrivaled goes beyond just game style.
One of the league’s standout features is its player-centric philosophy. Co-founded by 2024 WNBA finalists Breanna Stewart (New York Liberty) and Napheesa Collier (Minnesota Lynx), Unrivaled boasts the highest average salary in women’s sports while providing equity and game production that rivals any professional team, male or female. Athletes benefit from comprehensive support, including gym access and childcare.
“It’s built for us to have a league of our own,” said Stewart to Complex in July.
Made for TV
Unrivaled leverages entertainment to enhance fan engagement. A crucial part of this strategy is its partnership with Mediapro North America, which is constructing a cutting-edge 129,981-square-foot production studio for all games. “Partnering with Unrivaled allows us to deliver a transformative experience in women’s professional basketball,” stated Irantzu Diez-Gamboa, CEO of Mediapro North America. “This collaboration elevates the entire sport and connects fans closer to the game.”
Significant investments are being made in social media content and marketing, along with a multi-year broadcasting deal with TNT Sports for more than 45 regular season games. Monday and Friday matchups will air on TNT, with additional matches featured on TruTV, all available for streaming on HBO Max. The arena, designed for 850 spectators, creates an intimate, TV-friendly setting, enhancing the visibility of the players, who are the core of the storytelling.
“We wanted a small environment in the arena for an exclusive feel. Many don’t realize we earn most of our revenue off the court, so brand building is crucial for us,” said Collier during Unrivaled media availability.
“Player-First”
Unrivaled has distinguished itself by focusing on its athletes, offering a premier player experience. The league has garnered praise for its accessible services like housing, gym access, and childcare, enabling players to concentrate fully on their performance without distraction. “The whole setup is impressive. They provide top-of-the-line facilities and treat us as we deserve to be treated. It’s been an amazing experience, and I know more is on the way,” shared Alyssa Thomas, Connecticut Sun forward representing Laces BC.
Moreover, Unrivaled emphasizes democratic storytelling, granting equal visibility to all players, in contrast to leagues that focus solely on a select few. “Content is crucial. We want to highlight everyone’s story and build relationships while making the viewing experience as interactive and enjoyable as possible,” affirmed Napheesa Collier. The league also stands out in providing unparalleled luxury support for female athletes—a level of care previously unseen in professional women’s sports.
“We have access to a weight room, treatment services, massages, sauna time, two meals a day, and even facials! I love it here,” Angel Resse posted on X (formerly Twitter).
Highest Average Salary in Women’s Sports
Unrivaled features a player salary pool of $8 million, averaging $222,222 per player. Although salaries can vary, this is significantly more favorable than the WNBA’s projected 2024 average of around $119,500. This stark contrast highlights that the WNBA allocates less than 10% of its revenue to player payouts, while Unrivaled has earmarked 22.8% from its $35 million funding for player salaries.
With the WNBA set to negotiate a new Collective Bargaining Agreement, it could benefit from adopting higher salary structures, especially as 36 of their players now have a unique benchmark to compare total compensation packages and player experiences with Unrivaled.
Limitless Partnership Opportunities
Unrivaled has demonstrated sustained corporate interest in women’s sports by announcing partnerships with various brands, including Sephora and Samsung. Recently, the league secured naming rights with Wayfair, establishing its Miami games as Wayfair Arena. “The league’s dynamic players, each with their own style, aligns perfectly with our offerings for every home and budget. We’re thrilled to support this innovative league and anticipate unforgettable moments this season,” said Kara O’Brien, Wayfair’s Head of Brand Marketing.
The inaugural season’s corporate sponsorships also include names like Ally, TNT Sports, State Farm, Wilson, Under Armour, Lite, VistaPrint, Sephora, Samsung, Sprite, and BODYARMOR Sports Drink.
Can the WNBA follow Unrivaled’s pace and success?
Comparisons between the WNBA and Unrivaled have arisen due to the latter’s rapid expansion and innovative approach. While Unrivaled quickly increased roster spots in its first year, the more established league took 16 years to add its next team, facing criticism for inadequate player experiences. Discussions have emerged about what practices from Unrivaled the WNBA should adopt, primarily regarding state-of-the-art facilities and enhanced storytelling, while also acknowledging improvements made in recent years to support both leagues.
“This narrative that it is W[NBA] versus Unrivaled needs to end. Our goals align; we aim to elevate the game together,” stated Dearica Hamby. As the WNBA and WNBPA prepare for new CBA negotiations, Unrivaled’s innovative model will undoubtedly influence the landscape, as emphasized by Napheesa Collier.
“I believe this will be beneficial for the CBA negotiations. With more options, we want to offer the best player experience possible and bring those insights to the W,” she said.
