Unrivaled’s an instant hit, but can the new women’s basketball 3×3 league sustain?

MEDLEY, Fla.

Outside a custom-built arena on the outskirts of Miami, a line of fans waited to sit on a throne composed largely of basketballs.

They wrote personal answers on a sign asking, What does Unrivaled mean to you? Empowerment.

Leadership.

Community.

Future.

Not even some evening rain could extinguish the buzz that had been building since 2023, when fans learned about the creation of this new 33 womens basketball league.

As fans filed into the 850-seat Wayfair Arena on Friday night for the opening night of Unrivaled, they sported a tapestry of WNBA gear.

But many wanted new apparel, too, crowding into the gift shop an hour before tipoff.

The least expensive single ticket cost north of $300, but fans flocked to support their favorite WNBA stars and witness a new chapter of womens basketball history.

At tip-off before the first game of a doubleheader, co-founders Napheesa Collier and Breanna Stewart posed at center court for a photo to capture the moment before they competed against each other.

The nationally televised contests aired back to back on TNT, highlights replayed on SportsCenter, and a clip of Skylar Diggins-Smith sinking the leagues first game-ending shot amassed millions of views across various social media platforms.

In its opening weekend of games , Unrivaled has undoubtedly commanded attention.

But to carve out a permanent space in womens basketball, it needs to accomplish what many other start-up sports leagues have historically failed to do: sustain.

Unrivaled executives say the leagues long-term success has been set up by its stable foundation signing renowned WNBA stars, attracting big-brand sponsors, capitalizing on lucrative investments and inking a multi-year television deal.

I think we put ourselves in a great position to be successful right away, but its a marathon, said league president Alex Bazzell, a basketball skills trainer and Colliers husband.

Were not running out there from Day 1 trying to get millions of viewers out of the gate.

It would be tremendous, but were gonna be here for a little while.

Before Unrivaled filled its rosters with 22 WNBA All-Stars, it started with just two Stewart and Collier.

Like many of their WNBA peers, the star forwards share a history of spending months overseas during the offseason and competing professionally abroad to supplement their WNBA incomes and sharpen their games.

The routine sparked brainstorming between them.

Bazzell first pitched Unrivaled to Stewart in late 2022.

(We were) trying to make womens basketball continue to be relevant in the offseason from a professional standpoint, she said.

From the beginning, both players were on constant phone and Zoom calls.

They met with investors, relaying their experiences from their years in countries such as Turkey, France, China and Russia.

They explained why they believe top womens basketball players should be marketed in the U.S.

during the WNBA offseason and how Unrivaled could offer comparable domestic competition and salaries on par with high-paying overseas clubs.

They wanted to convince stakeholders that Unrivaled wouldnt be just a novelty but that the league would have staying power.

(Stewart and Collier were) instrumental because when brands come in they act like founders, Bazzell said.

The two players, alongside other Unrivaled executives, sold their idea to major brands and to deep-pocketed investors, including Gary Vaynerchuk, U.S.

soccer star Alex Morgan and NBA legend Carmelo Anthony.

Bazzell said the league already has far exceeded the first-year revenue expectations it pitched to initial investors.

Were focused on building a great business, but for the time being we dont have to worry about money, he said.

That is partially because of its media rights deal a six-year $100 million agreement with Warner Bros.

Discovery, according to a source with knowledge of the agreement and a robust sponsorship roster.

The day before tipoff last week, Stewart paused for a moment and pointed out a banner displaying some of Unrivaleds partners: Ally, Under Armour, Samsung Galaxy, Sephora.

People are walking that walk and also talking that talk, she said.

The question is: Will they continue? Unrivaleds launch comes at a time of unprecedented attention on womens basketball.

Record-breaking viewership, attendance and media deals became commonplace for womens college basketball and the WNBA over the last two years.

You couldnt have landed this at a better time, said David Levy, an Unrivaled investor who is the former head of Turner Sports and current co-CEO of Horizon Sports and Entertainment.

Bazzell said Unrivaled operates with a startup mentality.

Executives might create rules one day and unload boxes the next.

The league, of course, is still unproven.

But unlike many other short-lived start-up leagues, key to Unrivaleds early success is that its most important members are verifiable stars.

A lot of times leagues go away because they dont have the best of the best playing in them, Levy said.

Unrivaled didnt start with names nobody knew or people that didnt make the WNBA.

This is the best of the best.

Early on, Unrivaled executives recognized attracting top talent would be critical to creating visibility on TV, with partners and on social media.

With nearly two-dozen WNBA All-Stars Stewart, Collier, Brittney Griner , Sabrina Ionescu , Angel Reese among them and seven No.

1 WNBA Draft picks, name recognition isnt an issue.

To keep so many stars in the U.S., they knew the importance of paying salaries competitive with top overseas clubs.

Unrivaled said it is the highest-paying American womens sports league in history, with salaries averaging north of $200,000.

Its 36 players are more than just talent in Unrivaled, too.

A substantial portion of the leagues equity around 15 percent is allocated to players.

Were proud to be here also as investors, Diggins-Smith said.

All of us being investors, (we) really care about this product and (it) really doing well...

You want it to sustain.

Three-time WNBA MVP Aja Wilson and rookie sensation Caitlin Clark are among those not playing in Unrivaled.

The league made overtures to rookie Clark, but she elected to sit out the inaugural season, as she recovers from a nonstop last 12 months.

Clarks WNBA salary around $75,000 is supplemented by her countless endorsement deals, and she told Time she felt training privately in her own space would be beneficial.

Clark, though, didnt rule out playing in the league in the future.

If she does, Levy said, interest in the league will catapult, surely propelling its long-term outlook.

But he stressed that Unrivaled isnt built around one person.

Unrivaled already has a high-profile media rights partnership, which is critical to its financial foundation and will be important in its ability to grow.

Initially, Unrivaled executives wondered if the league would need to broker a revenue-sharing deal with a potential TV or streaming partner before getting a licensing deal once the season launched.

But they quickly found that multiple parties were interested in a licensing agreement with at least four companies in the final bidding, Levy said.

Bazzell relied on Levy and John Skipper, the former president of ESPN and another early Unrivaled investor, to tap into their professional networks and help find a partner.

Things crystallized this summer when Bazzell met with TNT Sports CEO Luis Silberwasser while in France for the Olympics .

Having reach outside of traditional broadcast windows was important to Unrivaled, Bazzell said, as founders recognized the importance both financially and culturally of having broad social media reach.

Warner Bros.

Discoverys portfolio including Bleacher Report, House of Highlights and HighlightHer (recently renamed B/R W) made it especially appealing.

WBD was ideal, executives said, because of everything it had under one roof: widespread TV distribution (all games will air on TNT or TruTV, and stream on Max), ancillary production, and social media strongholds, a key component of Unrivaleds business strategy.

Warner Bros.

also financially invested in Unrivaled, as a sign of its deep commitment to the leagues success.

Getting WBD and Unrivaled founding partner, Ally, on board were critical in the avalanche of partnership deals that followed.

(Ally has pledged a 50/50 media spend to support mens and womens sports equally.) Under Armour senior lead for global sports marketing, Tamzin Barroilhet, first met with Bazzell in the summer of 2023.

A former college and overseas pro player, Barroilhet said she was hooked on the concept and Unrivaleds deal with WBD helped convince the apparel brand to sign on as the official outfitter.

Unrivaled is Under Armours highest-profile womens basketball partnership, and a number of other brands also struck deals in womens basketball for the first time.

Sephoras agreement with the league is the beauty companys first partnership with any sports league.

Unrivaleds scarcity was also intriguing to prospective investors.

The league runs only 10 weeks.

Its $8 million salary pool is one of its two largest categorical allocation of funds.

As a single-site operation, it has a lower operational cost than many other start-up leagues, which Bazzell said minimizes its burn rate.

(When you) keep the product at a premium level and ultra-competitive, you have some opportunities to pique interest, he said.

The league announced in December it had raised an additional $28 million (on top of the $7 million in its seed round) from investors, including Milwaukee Bucks star Giannis Antetokounmpo, tennis star Coco Gauff, swimmer Michael Phelps, and South Carolina womens basketball coach Dawn Staley.

A number of its initial investors, including Anthony, Morgan and UConn womens basketball coach Geno Auriemma, committed additional capital.

We have new people trying to rush in and now were getting to a point where you have to be selective, Bazzell said.

How Unrivaled engages and grows its audience is paramount to its future.

League officials stress TV ratings will be just one aspect of that answer.

Its part of a puzzle, Levy said.

How many people are following (on social media)? What are they doing? How many people are sharing? How much is the fan base interacting with it? How much is merchandise going up? There are going to be so many different metrics that I think are going to play into this.

Part of their build involves recruiting the next generation.

Aliyah Boston , the Indiana Fever center and 2023 No.

1 pick, said college players shes talked to aim to play in the WNBA and Unrivaled.

LSU star Flaujae Johnson has an NIL deal with Unrivaled, and UConns Paige Bueckers, who is the presumed No.

1 pick in this Aprils WNBA Draft, has an NIL deal and equity in the league.

Bueckers plans to play in Unrivaled when she turns pro.

USCs JuJu Watkins wont enter the WNBA until 2027, but when she enters the pro ranks, Unrivaled will have a spot for her.

She was among the December investors and is optimistic about the leagues future and sustainability.

When those players set foot in Unrivaled, the league will almost assuredly be different.

This season, all 10 weeks of action take place at the Florida facility, but a tour model for competition is planned for next year.

The locations are yet to be determined but Unrivaled is targeting non-WNBA cities and college towns.

Bazzell said it wouldnt visit more than four cities and the league will still have a home base.

The operational cost, Bazzell said, would be similar as its likely only four teams would travel to a given stop.

Important to maintaining a premier player experience, the league would use charter airfare to transport its players.

We want to go to different markets to help grow the game and bring a touch point to hopefully a lot of young girls around the country that are looking up to these players and havent been able to see them play in person, Bazzell said.

Taking the league on the road will bring logistic challenges, but league executives believe it will help grow Unrivaleds business and open it to even more fan opportunities.

Barroilhet, the Under Armour executive, foresees potential youth clinics and camps in conjunction with Unrivaleds tour.

Brands could produce activations at different venues, furthering engagement and reach.

Ensuring the WNBAs top players participate will be critical to Unrivaleds sustainability, and perhaps some are less interested in any travel necessary for touring.

WNBA salaries drastically increasing in the next CBA the league is negotiating a new agreement with the WNBPA could also diminish part of a players financial lure to the new league.

Plus, while TV ratings arent fully indicative of overall fan interest, they still remain a datapoint that will impact the leagues viability, especially when media rights conversations begin for a second time.

Yet for now, the stars seem delighted to be in the new venture.

Throughout Friday and Saturdays action, Unrivaled athletes from other teams sat around the arena and watched their peers, enjoying the moment.

Fans approached players like Jackie Young , Rhyne Howard and Natasha Cloud for selfies.

Onlookers cheered not only for athletes playing, but for those wandering the aisles.

Its a very intimate setting, Jewell Loyd said.

Maintaining that connection will build fan loyalty.

But for television audiences, the game the appeal of watching the best players in the world perform will have to remain at the forefront.

At the end of the day, the product needs to be great for fans to continue to want to watch it, Bazzell said.

You can capture peoples attention, but how do you keep peoples attention? Its done through the most competitive product possible, which is really what were adamant on, day in and day out.

This article originally appeared in The Athletic .

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