From Rivals to Unrivaled

It’s a tranquil Tuesday afternoon — almost too calm for the industry-changing energy that sits beneath the surface. Breanna Stewart, Napheesa Collier, and I are standing on and admiring the courts where 36 of the world's best women's basketball players will lace it up starting Jan. 17. We can’t help but marvel at the fact that Unrivaled is about to turn an unassuming production space into a packed house with hundreds of women's hoop fans descending upon South Beach to watch their favorites play professional 3v3 basketball.

The vibes are enthusiastically light, a far cry from when the two greats competed against each other in the Game 5 overtime thriller of the WNBA Finals just over three months ago. In that contentious and decisive showdown, Stewart’s Liberty defeated the Collier-captained Lynx 67-62 in overtime, giving New York its first-ever championship and Stewart her third. The vibe between the two future Hall of Famers is far more laid back than that night at the Barclays Center, with the veteran duo telling me there’s no love lost, only respect.

“Whatever happens on the court stays there, and then you leave it once you are off the court,” Collier tells me. “I think everyone's really good at competing because we're all so competitive. We're professional athletes. And then knowing that whatever happens there, we're not taking it to meals later.”

Together, Collier and Stewart are rewriting the playbook for women's basketball in an unprecedented fashion by launching Unrivaled. Not only has the new 3v3 league already made waves by attracting top-tier talent to fill out the rosters for the inaugural six teams, but it's also revolutionizing how female hoopers get paid by setting an instantaneous record with the highest average salaries in women’s basketball history while offering all 36 players equity. Among those A-list names: Angel Reese, Brittney Griner, Dijonai Carrington, Sabrina Ionescu, Chelsea Gray, and Arike Ogunbowale.

With a crystal clear vision of what they were building from the jump, Collier says recruiting the players, who range from second-year competitors to veterans of the league, was perhaps the easiest part of the journey.

"It's a short amount of time where one of our main goals is to prepare you for the W season. We have the best trainers here, the best equipment, the best staff, everything to prepare you to become a better player, which you have to do anyway in the offseason, but you get to do it in a game-set format,” she said. “And so when we laid it out like that, it was really fun to get people to come in here and for them to see everything.”

While we’re seeing things transpire in real-time, this is actually a project two years in the making. Stewart explains that she and Alex Bazzell, President of Unrivaled (and Collier’s husband), were having a conversation where he suggested that she and Napheesa sign on as co-founders.

“I was like, this is amazing because I've played overseas a lot. I've been in China, Russia and Turkey, and this is a way to really be home and be appreciated. The timing is also very perfect for where we are in women's sports. But to have this done, ready to go in two years, what an incredibly quick timeline. But also, I'm really excited to be here.”

For decades, playing basketball overseas has offered WNBA players a chance to compete at a high level while making a massive check that complemented their less-impressive W contracts. In 2022, the women's basketball world was shaken when three-time Olympic gold medalist and six-time WNBA All-Star Griner was detained in Russia following her season with the UMMC Ekaterinburg. For the first time, even the most casual fans realized that their favorite players were spending time overseas to supplement WNBA salaries. While players like Stewart acknowledged that their time overseas resulted in rich cultural experiences and enhanced opportunities to grow their games, it also highlighted the bigger issues with pay equity in the women's game in the United States.

Stewart and Collier saw a substantial opportunity to unite top talent and create something new to capitalize on a growing game. Unrivaled offers a transformative turn, allowing top talent to remain stateside and eliminating the stress of long months away. This change not only keeps players closer to home but also provides them with easier access to their dedicated trainers, medical staff, and the resources available through their established networks in the US.

In addition to the undeniable professional benefits that come from staying on familiar turf, Unrivaled offers players a unique platform to showcase their talent and dazzle in front of domestic fans, enhancing their visibility in an ever-growing women’s sports community.

Before they booked a single player, Collier and Stewart courted a lengthy list of investors who saw the potential in their vision. As their rosters filled with a who's who of women's hoops, the interest in investing only increased. Everyone from the likes of Alex Morgan to Carmelo Anthony, former ESPN boss John Skipper to tennis phenom Coco Gauff got involved on the ground floor with the league that showcased athletic talent while championing women’s sports on a larger stage. Gauff spoke to Boardroom via email about her decision to invest in Unrivaled:

“For me, it came down to the vision and the values behind Unrivaled basketball, and also that basketball is one of my favorite sports. Unrivaled offers the stars of women’s basketball the opportunity to play all year round at home rather than going overseas. This will allow the sport to keep growing and fans engaged all year round. Unrivaled is giving these women the spotlight they deserve and building a platform that celebrates their skills and stories.”

To successfully launch a brand new league, it required more than just vision — it took collaboration from some of the sport's biggest names. The founders cleared a huge hurdle after it received the blessing of WNBA Commissioner Cathy Engelbert, who was "really supportive" throughout the process and even offered to connect the league to her extensive Rolodex of contacts.

“She obviously has experience running a league, so kind of giving us the ins and outs of what you're going to need," Collier said. "Things you don't think about, like game-day security, medical stuff in the area, a lot of those tips and tricks.”

Building The Experience

What truly sets Unrivaled apart — in addition to its groundbreaking incentives and equity model — is its innovative format. While the traditional 5v5 structure is digestible to any basketball enthusiast, the new 3v3 league introduces a fresh twist. Even those familiar with 3v3 from the Olympics will see a whole new version at play. Games will be played on a compressed full court that measures 70 x 50 feet, about three-fourths the length of the W's 94-foot long court.

For those concerned that the “magic” of the W’s fast-paced style can’t be replicated at Unrivaled, you might be surprised. The league’s four seven-minute quarters are set up to create a fast-paced environment with nonstop action enjoyed by all.

“There's always going to be something happening, and whether you're watching on TNT or later on social media, you're going to get quick clips and highlights of what's happening,” Stewart promises. “And it's also new for us because we've played 3-on-3, but nothing like this with the top players in the world. And the first few practices have definitely been a little bit of a learning experience because you take five steps, and you're at the other 3-point line.”

Adding to the league's attractiveness are the futuristic features of the South Florida venue, highlighted by the state-of-the-art arena experience. Constructed in just six weeks, the humongous boards ensure that no matter which angle you look from, a highlight or stat is flashing in front of you. While the venue holds no more than 850 attendees, its strategic design ensures there’s truly not a bad seat in the house.

Stewart and Collier credit a majority of Unrivaled’s burgeoning success to its lengthy list of brand partners. Stemming from before its official announcement, Unrivaled courted an impressive set of inaugural partners, ranging from traditional to the more atypical. Among those a part of history are: Sephora, Under Armour, Ally Financial, State Farm, Wilson, TNT Sports, Ticketmaster, Samsung, Icy Hot. And one can expect even more to be announced as the first season unfolds.

A quick stroll around the Unrivaled facilities reveals how partners have bolstered the overall player experience. The Sephora makeup and hair studio allows players to touch up ahead of media interviews or games. Under Armour outfits all team personnel with its best performance gear. Ticketmaster ensures seamless access for all fans, while TNT Sports brings the games to life by broadcasting live with an all-star roster of reporters ready to spotlight every story.

Cumulatively, the league has built an unparalleled space for participating players to not only sharpen their game but build their brands. “Brand building is such a huge part of our game now. A lot of people don't know we make most of our money off the court, so being able to build your brand is really important for us,” Collier explains. “Also, women's sport is exploding right now, and it feels like everyone is capitalizing from that except for the people who are putting the product on the court.

In the earliest days, the full experience is celebrated by the players, who count themselves lucky to be there. Ahead of the first weekend of action, Angel Reese tweeted excitedly about her early experience, saying, "We get to workout, 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."

With the limited run of tickets available, the league’s founders imagined the broadcast as an experience that allowed fans across the country to step into the game. With an experienced partner in TNT, Unrivaled had the opportunity to translate their vision into reality and quickly found individuals who helped them articulate their vision. One of the key figures in bringing Unrivaled to TNT Sports is David Levy, former President of Turner. In an email to Boardroom, Levy shared why it was important to help foster the deal between both parties.

“The media business we are all participating in today … is a supply and demand business, and right now, there is a huge demand for premium quality women’s sports properties. However, there is a very limited supply,” he explained. “It’s important for any new league’s success to have a media partner like TNT who knows how to grow sports properties and make them successful brands. In addition, TNT also has strong production capabilities and knows how to produce high-end, engaging studio programming. I certainly had a firsthand look at it for many years.”

TNT Sports’ active involvement has allowed the league to expand its reach, enhance its production value, and create a more professional environment for players. More importantly, the strong backing from other sponsors underscores their belief in the potential of women’s sports and has played a key role in legitimizing the league, helping it gain the recognition it deserves.

Collier and Stewart are focused on maintaining momentum in an industry where losing it can be costly to a league’s growth. With opening weekend finally here, the duo teased that there are surprises in store for Friday night.

“We hope to have an interesting mix of fans, whether they've come to WNBA games or not, whether they're from the Miami community or not,” Stewart said. “This is the inaugural season for Unrivaled, so we want it to be special. And for those watching on TNT and streaming, hopefully, all over the world, our goal is to be the best and to make this game as exciting as any other game that you would watch.”

With the caliber of players and its fast-paced, high-energy format, Unrivaled arguably bears resemblance to a WNBA All-Star Game, but with the added layer of sustained competition. This comparison highlights how Unrivaled is filling a unique space in women’s sports, blending the excitement of an all-star experience with the depth and narrative of a full-fledged league. Plus, it helps to elevate the profile of 3v3 basketball while offering fans something fresh, dynamic, and exhilarating.

I ask if those claims are valid, and am met with a more accurate rebuttal from Stewie, a six-time WNBA All-Star herself.

“For me, it's like a USA Basketball training camp … The fact that you have elite athletes being together, sharing meals, getting treatment, is incredible,” she said. “Just the way we're in this community living together and, hopefully, we'll be able to really bring positive outreach where we are too.”

Alyssa Thomas, captain of the Laces Basketball Club and fellow USA Basketball member, said playing in Unrivaled is a huge advantage because, as someone who has been playing overseas for 11 years, it introduces “the opportunity for me to focus on my body and at the same time be around great players." Considering this season will introduce the W's 13th team in May, the Golden State Valkyries, AT added the growth of women's basketball will only make playing in the league more intense.

Fueling the Future

While the future of Unrivaled remains an exciting unknown, there’s a palpable feeling of joy as the league readies for tip-off. After two years of meticulous planning and preparation, its founders and investors remain focused on the long-term journey. Collier was tight-lipped about the league’s short- and long-term plans but reassures that expansion is likely.

“We're looking at moving to cities and more teams, more people. Everyone has equity in this league, so making that as valuable as possible, making sure that they're getting a return on their investments.”

For David Levy, he predicts that Unrivaled’s impact will have reverberating effects way beyond the league. “Three on three is a very different game than 5v5, and Unrivaled’s format differs from the traditional one that you saw at the Paris Olympics,” he said. “Unrivaled’s game is played [in a way] that we believe will truly showcase the athleticism of these women athletes and will create tons of highlights for social content across all platforms. I wouldn’t be surprised to see this format being used in future Olympic games.”

Similarly, Gauff articulated what a successful first season would look like. “I’d love to see strong fan engagement and excitement around the league — whether that’s in ticket sales or social media buzz. I think building a solid foundation for the first season will be key — making sure the league has long-term potential,” she said. “But more than anything, if we see young girls watching these games and feeling inspired to pursue their own dreams, that’s the kind of success I’m most excited about."

The eagerness surrounding the start of the season is undeniable. Each game, each partnership, and each highlight-worthy performance adds another layer to Unrivaled’s prosperity. While it’s clear that Unrivaled has come a long way in a short time, the commitment to continual improvement is what drives organizers to continue evolving. With each advancement, the focus will remain on refining the product, enhancing the experience for players and fans, and building a sustainable future that elevates women’s basketball to new heights.

“Hopefully, there are going to be zero players who have to go overseas when they come out of college," Stewart said. "You can go over by choice, but we have an amazing alternative here in Miami. We're hoping to make profit in Year 1 and, hopefully, that can only grow and elevate.”

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