Unrivaled, the new 3-on-3 women’s basketball league, tips off Friday, and expectations are running high for the inaugural games. ESPN’s Kendra Andrews revealed the on-court rules Wednesday, and the league features a brand-new format, including a set winning score that eliminates the possibility of overtime.
However, game style is not the only way the competition is innovative in the women’s basketball industry.
One of Unrivaled’s highlights is its player-centric approach. Co-founded by 2024 WNBA finalists Breanna Stewart (New York Liberty) and Napheesa Collier (Minnesota Lynx), the league offers the highest average salary in women’s sports, in addition to equity and game production that can compete with any male or female professional team. Moreover, athletes have everything they need at their disposal, from gym to childcare support.
“It’s built for us to have a league of our own,” said Stewart to Complex in July.
Made for TV
Unrivaled appeals to entertainment to boost fan engagement and impressions. A key part of this strategy is the league’s partnership with Mediapro North America to build a state-of-the-art 129,981-square-foot production studio where all games will be played.
“Partnering with Unrivaled allows us to deliver a transformative experience in women’s professional basketball,” said Irantzu Diez-Gamboa, CEO of Mediapro North America in the announcement press release. “This collaboration is about more than just production—it’s about elevating the entire sport and bringing fans closer to the game.”
The league has made significant investments in social media content and marketing and has secured a multi-year deal with TNT Sports to broadcast more than 45 regular season games. Monday and Friday matchups will be on TNT as the lead network, and Saturday contests will be shown on TruTV. All of those are set to stream on HBO Max.
The arena, designed to seat 850 spectators, creates an intimate atmosphere while purposefully showcasing players in a TV-friendly format. This approach not only elevates the league but also highlights the players, who are at the heart of the storytelling.
“We knew we wanted a really small environment in arena, just to kind of have that close, intimate, exclusive feel. And I’ve talked about this a lot, but a lot of people don’t know we make most of our money off the court. So, brand building is really important for us,” said Collier during Unrivaled media availability.
“Player-First”
Unrivaled has set itself apart by prioritizing its athletes and offering them the best player experience in the market. Athletes have praised the league for providing accessible services such as housing, gym, and childcare support. Facilities are equipped with everything players need to focus solely on their performance on the court, without the distraction of missing essential services.
“The whole thing is impressive. I mean, they have top-of-the-line everything, even where we’re living. I mean, they’re really going above and beyond and treating us like the way that we’re supposed to be treated. And so far, it’s been cool, and I know more is to come,” said Alyssa Thomas, Connecticut Sun forward representing the Laces BC in Unrivaled.
The league is also committed to democratic storytelling, meaning that each player receives equal visibility, contrasting the culture of leagues primarily building their brands on a couple of key players.
“Content has been huge. We really want to tell everybody’s story, make sure that we’re giving a spotlight to everyone’s individual brands to build those relationships. And so the content piece and that TV piece of this is huge for us, where we want to make it the most interactive, fun, exciting experience we can for people viewing not in arena as well,” affirmed Napheesa Collier.
Moreover, Unrivaled has gone above and beyond to offer luxury support for female athletes—a level of care that has never been seen before in a professional women’s sports league.
“We get to work out, use the weight room, create new bonds/friendships, get treatment, get massages, use the sauna, getting 2 meals a day, and then a facial before I leave for the day??? yeah i love it here,” Angel Resse posted on X (formerly Twitter).
Highest Average Salary in Women’s Sports
Unrivaled offers a player salary pool of $8 million, with an average salary of $222,222 per player. While salaries aren’t equal across the board, meaning that they can be either higher or lower, this is still significantly better than the WNBA’s 2024 average of approximately $119,500.
This is probably one of the most startling differences between Unrivaled and the WNBA, as the latter designates less than 10% of league revenue to players’ pockets, whereas the first has separated 22.8% from their $35 million funding for that purpose.
With the WNBA set to negotiate a new Collective Bargaining Agreement, the league may want to consider investing in significantly higher salaries than the current ones, since now 36 of their players have a unique opportunity to compare total compensation packages and player experiences across both leagues.
Limitless Partnership Opportunities
Unrivaled has proven that corporate interest in women’s sports is here to stay. Week after week, the 3-on-3 league announces partnerships with brands across industries, from Sephora to Samsung. Most recently, Unrivaled secured a naming rights deal with Wayfair, establishing Unrivaled’s home for games in Miami as Wayfair Arena.
“The league’s dynamic roster of players, each with their own distinctive style, aligns perfectly with our offering of something for every home, every style, and every budget. We’re proud to support this innovative league and can’t wait to see what unforgettable moments unfold this season,” said Kara O’Brien, Wayfair’s Head of Brand Marketing.
Unrivaled’s corporate sponsorship cohort in their inaugural season includes but is not limited to, Ally, TNT Sports, State Farm, Wilson, Under Armour, Lite, VistaPrint, Sephora, Samsung and Sprite, and BODYARMOR Sports Drink.
Can the WNBA follow Unrivaled’s pace and success?
Unsurprisingly, comparisons have been drawn between the WNBA and Unrivaled. While the new league has moved quickly, including increasing roster spots in year one, the more established league took 16 years to expand by adding a new team. Moreover, some franchises have faced scrutiny for not creating a proper player experience.
They have now spoken up on which elements from Unrivaled should be replicated by the WNBA, mainly accessibility to state-of-the-art facilities and improved storytelling. They have also highlighted the improvements in the last years and the feasibility and benefits of having both leagues as options.
“This narrative that it is W[NBA] versus Unrivaled just needs to be done. It’s not that versus this. We all have the same goal at the end of the day and to be able to complete,” stated Dearica Hamby.
As the WNBA and the WNBPA prepare to negotiate a new CBA, Unrivaled’s innovative business model will certainly push for greater things, as highlighted by Napheesa Collier.
“I do think it’s going to be really beneficial for the CBA,” she said. “As you know, we’re in a negotiating year, and so having other options and having where we want to make this the best player experience that we possibly can, we want to bring those things to the W as well.”