In recent years, the professional sports world has increasingly mirrored the landscape of Silicon Valley. Massive investments, from private equity firms to sovereign wealth funds, are flooding in, while new leagues emerge with a frequency similar to tech startups. Visibility and the allure of ultra-high valuations are just a few of the benefits attracting sports investors. However, despite the growing sports fandom continuing to expand, not all of these nascent leagues will thrive.
Below, we assess eight of the most notable leagues launched from 2020 onwards across various metrics to offer insight into their long-term prospects.
League: TGL (Indoor Professional Golf)
Founded: 2025
Broadcast Partner(s): Multiyear deal with ESPN
Viewership: ~500k per match
Social Media Following: ~575k across Instagram, TikTok, and X
Brand Support: SoFi, Best Buy, AG1, Genesis, FanDuel, FedEx, MasterCard
Future Outlook: Strong. Golf has been eager for a modern transformation, and Tiger Woods and Rory McIlroy may have finally achieved that with Tomorrow’s Golf League (TGL). This technology-driven, two-hour weekly indoor golf competition exceeded viewership expectations and featured numerous viral moments, including an impromptu performance of “My Heart Will Go On” by Celine Dion. With rumors of a women’s division joining soon, TGL is poised for continued growth.
League: Unrivaled (Women’s 3v3 Basketball)
Founded: 2025
Broadcast Partner(s): Six-year, ~$100M deal with TNT
Average TV Viewership: ~200k per game
Social Media Following: ~329k across Instagram, TikTok, and X
Brand Support: Sephora, Sprite, Ally, State Farm, Ticketmaster, Under Armour, VistaPrint, Icy Hot, Miller Lite
Future Outlook: Strong. Unrivaled was created to fulfill a genuine market need, providing WNBA players with a competitive platform during the offseason without the need for overseas play. With top-tier brand partnerships offering various player perks, the league has managed to attract elite talent. Its fast-paced 3v3 format and distinct rules create engaging content, evidenced by solid average viewership figures in its inaugural season and a significant television deal with TNT. Plans are underway to expand the league next year, positioning Unrivaled as a lasting entity in women’s professional basketball.
League: LIV Golf
Founded: 2022
Broadcast Partner(s): Multiyear deal with Fox Sports
Viewership: ~100k per tournament
Social Media Following: ~2.3M across Instagram, TikTok, and X
Brand Support: Maaden, Riyadh Air, Bahri, CES Power, New Era
Future Outlook: Serious doubt. LIV Golf faces a challenging road ahead. After a stint on the CW, its initial event broadcast by Fox Sports garnered a mere ~40,000 viewers. Historically, LIV’s viewership has been low, and while backed by Saudi Arabia’s wealth fund, the lack of compelling viewer engagement raises questions about its relevance compared to the PGA. Furthermore, the league’s ties to Middle Eastern financing have deterred some American advertisers. Nevertheless, LIV’s substantial social presence and roster of engaging players suggest potential for a digital-first future.
League: Professional Women’s Hockey League (PWHL)
Founded: 2024
Broadcast Partner(s): YouTube in the U.S., TSN in Canada
Viewership: ~130k per game in the U.S., ~700,000 per game in Canada
Social Media Following: ~385k across Instagram, TikTok, and X
Brand Support: Shark, Ninja, Scotiabank, Barbie, EA Sports, Bread Financial
Future Outlook: Healthy. The PWHL has achieved notable success in Canada, but is still establishing its presence in the U.S. Average viewership figures reflect a threefold difference, with the Canadian audience much larger. Positive indicators, like the league’s “Takeover Tour,” where teams compete at neutral sites, show promise. Recently, an attendance record was set for professional women’s hockey in the U.S. with 14,288 fans, complemented by achieving its one-millionth fan at its Detroit event. With increased interest in girls’ hockey on the rise throughout North America, the PWHL is poised to continue its record-setting journey.
League: Women’s Lacrosse League (WLL)
Founded: 2025
Broadcast Partner(s): Games are available to stream on ESPN+
Viewership: Numbers unknown
Social Media Following: ~97k across Instagram, TikTok, and X
Brand Support: Maybelline, Whirlpool, Lexus
Future Outlook: Too early to tell. The WLL is a product of the recent women’s sports boom. While viewer metrics are not accessible yet, the league reported its inaugural championship as the “most streamed women’s professional lacrosse game ever on ESPN+.” This is promising, particularly with substantial backing from major brands like Maybelline, reflecting a growing trend of beauty brands supporting women’s sports. However, lacrosse remains niche, and the PLL, its male counterpart, has yet to achieve significant breakthroughs. The sport may benefit from a standout player, which may emerge with women’s lacrosse debuting at the Olympics in 2028.
League: UFL
Founded: 2024
Broadcast Partner(s): Multiyear deal with Fox Sports and ESPN
Viewership: ~816k per game
Social Media Following: ~1.6M across Instagram, TikTok, and X
Brand Support: Under Armour, Gatorade, ZOA Energy, Teremana Tequila, Molson Coors
Future Outlook: Strongish. The UFL appears to provide a sustainable framework for spring football following its merger of the XFL and USFL. Its inaugural season demonstrated consistently high viewership, and the league recently initiated an expansion process. With a vibrant social media presence fueled by engaging play that lends itself to viral moments, the UFL’s future appears promising—provided no new competing leagues threaten its standing and the lingering labor issues do not derail its progress.
League: Professional Volleyball Federation (PVF)
Founded: 2024
Broadcast Partner(s): CBS and Fox Sports
Viewership: ~30k per match
Social Media Following: ~122k across Instagram, TikTok, and X
Brand Support: Franklin Sports, Spalding, FICO
Future Outlook: Questionable. Despite volleyball’s popularity as a youth sport and its growing presence in college athletics, this energy has yet to manifest at the professional level. The PVF reported an average attendance below 4,000 during its inaugural season and has seen similar figures in its current season. Although these numbers are acceptable, they pale in comparison to the tens of thousands drawn by major college programs. The long-term viability of the PVF may hinge significantly on the success— or lack thereof— of the newly launched League One Volleyball, which could potentially spread the available talent thin.
League: Major League Pickleball (MLP)
Founded: 2021
Broadcast Partner(s): ESPN2, YouTube
Viewership: ~200k per tournament
Social Media Following:~139k across Instagram, TikTok, and X
Brand Support: EltaMD, Malk, Margaritaville, Gatorade
Future Outlook: Questionable. Although the surge in pickleball’s popularity has been remarkable, translating this buzz into media interest remains a challenge. Despite attracting participants from diverse demographics, including retirees and younger audiences, the consistent ratings of MLP tournaments indicate that it may not captivate casual sports fans. Thus, while pickleball may attract its dedicated practitioners, its media appeal may remain constrained.
