Breanna Stewart, the New York Liberty star, made a groundbreaking decision near the end of 2022 that would forever change the landscape of professional women’s basketball. Sitting in a New York City steakhouse, Stewart listened to an innovative idea presented by Alex Bazzell, the husband of Minnesota Lynx star Napheesa Collier. The proposal was to create a professional women’s 3×3 league called Unrivaled, offering the highest salaries in American women’s team sports and keeping most WNBA stars in the U.S. during the winter months.
Intrigued by the concept, Stewart eventually co-founded Unrivaled with Collier, marking the beginning of a new era in women’s basketball. As the league approaches the end of its inaugural 10-week season, with four out of six teams competing in the semifinals, Stewart believes that Unrivaled has the potential to elevate players’ experiences across all professional women’s basketball.
Despite the WNBA’s recent success, with record viewership and attendance, Stewart remains optimistic about Unrivaled’s ability to push the boundaries even further. Here are some ways in which Unrivaled could influence the WNBA:
- Raise salaries and provide players equity: Unrivaled launched at a crucial time, coinciding with negotiations between the WNBA and the Women’s National Basketball Players Association regarding a new collective bargaining agreement. Unrivaled offered record salaries, averaging around $220,000 per player, and provided player equity, setting a new standard for women’s sports in America.
- Improved amenities and added childcare: Unrivaled prioritized the player experience by offering state-of-the-art facilities and robust childcare options. The league’s commitment to providing amenities like saunas, cold tubs, and childcare services could influence the WNBA to enhance its offerings and ensure a better experience for players.
- More partnership opportunities: Unrivaled forged partnerships with several companies new to women’s basketball, showcasing the potential for collaboration and growth in the sport. By attracting sponsors like Sephora, Wayfair, and Samsung Galaxy, Unrivaled demonstrated the value of aligning with women’s sports leagues and their athletes.
- Upping offseason promotion: Unrivaled’s emphasis on creating engaging content and promoting player personalities could inspire the WNBA to enhance its offseason marketing efforts. By keeping players in the spotlight year-round and capitalizing on online trends, the WNBA could increase its relevance and fan engagement.
As Unrivaled prepares for its championship game and plans for future seasons, the league’s players and executives hope to complement the WNBA and contribute to the overall growth of women’s basketball. With a focus on player feedback, fan experiences, and injury management, Unrivaled aims to leave a lasting impact on the sport as a whole. As players transition back to the WNBA, the influence of Unrivaled’s innovative approach could reshape the future of women’s basketball for years to come.
