How Unrivaled is Transforming the WNBA Landscape: Four Key Ways It Could Make an Impact

At the end of 2022, a pivotal meeting took place in a New York City steakhouse, where Breanna Stewart, star of the New York Liberty, was presented with an ambitious concept that aimed to reshape professional women’s basketball. This meeting laid the groundwork for Unrivaled, a new professional women’s 3x3 league, co-founded by Stewart and Minnesota Lynx star Napheesa Collier. Over a glass of red wine, Stewart was captivated by Alex Bazzell's idea — a plan designed to keep elite WNBA players in the United States during the winter months instead of heading overseas to play.

As Unrivaled enters its initial 10-week season, which culminates with the championship match this Monday, excitement buzzes around its potential impact on women's professional basketball. Stewart believes Unrivaled can elevate the player experience beyond what the existing WNBA structure offers.

Despite the WNBA enjoying record viewership and participation — with its most-watched season in 24 years and groundbreaking merchandise sales — the atmosphere remains ripe for change. Here’s how Unrivaled could significantly influence the WNBA:

1. Raising Salaries and Offering Player Equity

Unrivaled emerged at a crucial moment for the sport, aligning with negotiations between the WNBA and the Women’s National Basketball Players Association (WNBPA) regarding a new collective bargaining agreement. Players are advocating for better pay as some opted out of their previous agreement in 2022.

Unrivaled has set a new standard with average salaries around $220,000 per player, significantly higher than the WNBA’s average of about $120,000 in 2024. Furthermore, Unrivaled has allowed players to hold equity in the league, a concept that's been a focal point for the WNBPA as they negotiate their future contracts.

2. Enhancing Amenities and Providing Childcare

While the WNBA franchises compete on facilities and player amenities, Unrivaled has taken strides to prioritize the player experience. The league has developed a top-notch training center in Miami, transforming a former TV studio into a facility that rivals those of many WNBA teams.

Among its standout features are child care options that truly stand out. Unrivaled provides a dedicated area for nursing, a nursery, and a playroom where players’ children can engage with toys and games. Nanny services are also available for players needing assistance during practices or games, fostering an environment of support and community.

3. Expanding Partnership Opportunities

Unrivaled has successfully forged partnerships with several brands new to women’s basketball, including well-known names like Sephora and Wayfair. These partnerships offer not just financial backing but also marketing clout that highlights the potential for women's sports leagues.

The league’s fresh approach is already putting pressure on the WNBA to adopt similar strategies by spotlighting its players in new branding opportunities. This could lead to more investment in women's sports on a larger scale.

4. Elevating Offseason Promotion

By gathering over 30 elite players into one league, Unrivaled has successfully intensified the offseason conversation around women’s basketball. This increased visibility through social media and shared content keeps players in the public eye far more than the traditional offseason allows, filling a crucial gap left by previous seasons.

The WNBA has recognized the importance of maintaining engagement during the offseason, and Unrivaled’s success in creating player-centric content could motivate the WNBA to enhance its promotional strategies as well.

As Unrivaled continues to evolve, both leagues are poised to benefit from each other's innovations, with WNBA officials keenly observing the operations. The potential for positive impact is immense, and the synergy between Unrivaled and the WNBA could drive growth and engagement in women's basketball to unprecedented heights.

As the WNBA prepares for its upcoming season, it will be interesting to see how the principles and practices developed in the Unrivaled league influence the larger basketball ecosystem, ensuring that the momentum for women's professional sports continues to build.

(Image caption: Breanna Stewart and Napheesa Collier – Pioneers of Unrivaled, Rich Storry / Getty Images)