The Genesis of a Movement: How Unrivaled Basketball is Changing Women’s Hoops
In late 2022, New York Liberty star Breanna Stewart found herself seated at a New York City steakhouse, sipping red wine and listening to an idea that would soon revolutionize the world of professional women’s basketball. Alex Bazzell, the husband of Minnesota Lynx star Napheesa Collier, had a vision to create a new professional women’s 3×3 basketball league called Unrivaled. The goal was ambitious: to keep WNBA stars in the U.S. during the winter months, offering them the highest salaries in American women’s team sports. Stewart was immediately intrigued by the concept and eventually agreed to co-found the league alongside Collier. Fast forward to today, Unrivaled is nearing the end of its inaugural 10-week season, with four of its six teams clinching semifinal spots and the championship game on the horizon. Though Stewart’s team, the Mist Basketball Club, has been eliminated, she remains optimistic about the league’s potential to elevate the entire landscape of women’s basketball. “We’re uplifting the standard by just showing that when you invest and get behind us, anything is possible,” Stewart said.
The timing of Unrivaled’s launch couldn’t have been more critical. The WNBA is riding a wave of unprecedented success, with record viewership, digital engagement, and merchandise sales in 2023. The league also saw its highest total attendance in over two decades, signaling a growing appetite for women’s basketball. Yet, despite this momentum, the WNBA continues to face challenges, particularly when it comes to player compensation and support. Enter Unrivaled, a league designed to push boundaries and set new standards for what women’s basketball can be. As the playoffs approach, fans are buzzing with excitement, and the league’s impact is already being felt far beyond the court.
Raising the Bar: How Unrivaled is Influencing WNBA Salaries and Equity
One of the most significant ways Unrivaled is poised to influence the WNBA is through its innovative approach to player compensation. The league made headlines by offering average salaries of around $220,000 per player—more than double the WNBA’s average salary of $120,000 in 2024. But Unrivaled didn’t stop there. It also provided players with equity in the league, a benefit the WNBA currently doesn’t offer. This model has sparked important conversations about the value of women’s basketball players and the need for fairer pay.
The timing of Unrivaled’s arrival is particularly notable, as the WNBA and the Women’s National Basketball Players Association (WNBPA) are currently negotiating a new collective bargaining agreement (CBA). Players opted out of the previous deal last October, and salaries have emerged as a top priority. The pay disparity between the two leagues has only intensified the push for higher wages in the WNBA. “We’re showing that when you invest in us, we can deliver,” Stewart said. Unrivaled’s equity model, which gives players around 15% of the league’s equity, could also pave the way for similar structures in the WNBA. The WNBPA has expressed interest in an equity-based model that evolves with the league’s success, and Unrivaled is proving that such a system can work.
Elevating the Player Experience: Better Amenities and Childcare
Beyond salaries, Unrivaled is setting a new standard for player amenities and support. The league transformed a former TV production studio in Miami into a state-of-the-art training facility, complete with a sauna, cold tub, and even heating pads in the training room—features that aren’t always available in WNBA facilities. But what’s truly groundbreaking is Unrivaled’s commitment to supporting players with families. The league’s facility, Wayfair Arena, includes a nursing room, nursery, and kids’ play area equipped with toys, books, and even a mini basketball hoop. Unrivaled also hired nannies to provide childcare during games, practices, and other league obligations.
For players like Katie Lou Samuelson, a forward for the Phantom Basketball Club and the Seattle Storm, this level of support has been life-changing. Samuelson, who has a 1-year-old daughter, has been able to focus on her game knowing her child is well taken care of. “It’s been really nice,” she said. “I don’t feel rushed.” While the WNBA has made strides in supporting parents, particularly through its 2020 CBA, Unrivaled’s approach is raising the bar even higher. The league’s attention to detail and commitment to addressing both the big and small needs of its players could inspire changes in the WNBA. As Rhyne Howard, a star wing for the Atlanta Dream and Unrivaled’s Vinyl Basketball Club, put it, “We’re taking the things we like here and we’re going to tell our ownership.”
Unlocking New Partnerships: Bringing Brands to Women’s Basketball
Another way Unrivaled is making waves is through its ability to attract new corporate partners. The league has secured sponsorship deals with major brands like Sephora, Wayfair, Samsung Galaxy, Morgan Stanley, and VistaPrint—many of which have no prior ties to the WNBA or NBA. This success is a testament to the power of women’s basketball and the appeal of its players. Lexie Hull, a guard for Unrivaled’s Rose Basketball Club and the Indiana Fever, believes these partnerships highlight the growing demand for women’s sports. “Numerous companies are eager to work with women’s sports leagues and their athletes,” she said.
Unrivaled’s ability to bring in fresh sponsors could put pressure on the WNBA to secure more deals that prioritize its players. While the WNBA has seen a 19% increase in sponsorships, many of these partnerships are shared with the NBA. Unrivaled’s independence allows it to be more nimble and creative in its approach. For example, Sephora, one of Unrivaled’s corporate partners, recently announced a deal with the Toronto Tempo, a WNBA franchise. This cross-league collaboration underscores the potential for synergies between Unrivaled and the WNBA. As Chelsea Gray, a star guard for the Las Vegas Aces and Unrivaled’s Rose Basketball Club, noted, “It’s important to bring in all sorts of brands and people and introduce them to new faces.”
Keeping the Buzz Alive: Enhancing Offseason Promotion
For years, the WNBA has struggled with maintaining fan engagement during the offseason, as many of its top players compete overseas. Unrivaled has changed that dynamic by keeping over 30 of the WNBA’s elite players in the U.S., creating a flurry of content and buzz around women’s basketball. Players have been active on social media, sharing behind-the-scenes glimpses of their experiences with Unrivaled. This constant visibility has helped keep fans engaged and introduced the league to new audiences. “That was a missing piece,” Stewart said. “You wouldn’t know what was happening for seven months because you were overseas.”
Unrivaled’s success in capturing player personalities and creating timely, trending content has been particularly impressive. Shakira Austin, a center for the Lunar Owls Basketball Club and the Washington Mystics, praised the league’s efforts, calling them “10 out of 10” in terms of social media engagement. This kind of visibility is something Austin hopes to see more of in the WNBA. “To be able to have 24/7 almost access to the WNBA players while we’re playing year-round now, it’s dope and I think it’s something that can continue to move forward,” she said.
Unrivaled’s impact is expected to extend beyond its own season. As players return to their WNBA teams, they’ll carry the momentum and exposure they gained with them. “We just want to make sure we’re growing the sport as a whole,” Stewart said. With its innovative approach to promotion, Unrivaled is proving that women’s basketball doesn’t have to take a backseat during the offseason.
The Future of Women’s Basketball: Unrivaled’s Lasting Legacy
As Unrivaled approaches its first championship game, the league’s impact is already being felt across the women’s basketball landscape. From record-breaking salaries to revolutionary player support, Unrivaled is challenging the status quo and pushing the WNBA to think bigger. While the league’s inaugural season has been a resounding success, its true legacy may lie in its ability to inspire lasting change. Whether it’s through higher pay, better amenities, or innovative partnerships, Unrivaled is proving that when you invest in women’s basketball, the returns are immeasurable.
Looking ahead, Stewart hopes to bring some of Unrivaled’s innovations to the WNBA. The league is also exploring new opportunities, such as introducing touring games next season and expanding its reach to non-WNBA cities and college towns. Whatever the future holds, one thing is clear: Unrivaled is more than just a league—it’s a movement. And as the women’s basketball world continues to evolve, Unrivaled is paving the way for a brighter, more equitable future for players and fans alike.
