On Friday, Jan. 17, a new chapter in women’s sports began with the launch of Unrivaled, a Miami-based women’s basketball league that redefines what’s possible when women are prioritized and invested in. Season one of Unrivaled airs between Jan. 17 and March 17 on TNT, TruTV, and streaming on Max. So, now that you know where to watch the league, what exactly is Unrivaled?
The Unrivaled Approach
Unrivaled’s innovative game format deviates from the classic five-on-five and half-court three-on-three formats. Played on a full 70-foot court, the game encourages dynamic transitions, agility, and opportunities to exploit open space. Four seven-minute quarters encourage fast-paced play that highlights players’ creative athleticism.
For fans, investors, reporters, and athletes alike, Unrivaled has created a palpable curiosity. How will different playing styles, from guards to post players, translate in this hybrid game? What will stat averages look like? How will athletes condition for a format that demands constant engagement? These unknowns are part of Unrivaled’s intrigue.
Player-Led & Athlete-Centered
Founded by WNBA players Breanna Stewart and Napheesa Collier, Unrivaled prioritizes athletes in its operations. It reflects their needs and ambitions in a way few sports ventures have, especially considering the WNBA, where only four of the twelve teams even have dedicated practice facilities. Stewart and Collier bring a player perspective to ownership, understanding what players need to thrive.
Knowing they had to convince players to uproot their lives and move to Miami for three months, Stewart and Collier leveraged their experience to provide all-encompassing support, including state of the art practice facilities, competitive compensation with equity opportunities, and professional development resources. As Alyssa Thomas, WNBA forward for the Connecticut Sun and Unrivaled Laces, said, “They have everything you possibly need here. They don’t really have a lot of those things in Connecticut. It’s been about trying to absorb as much knowledge as I can.”
Unrivaled’s facilities go beyond expectations, offering a family room, nursery, podcast room, weight training facility, glam room by Sephora, and massage therapy. These amenities reflect a league designed by players for players, addressing their needs both on and off the court. This new league is also transforming the professional landscape for athletes, where bench players, who might not see significant minutes during the WNBA season, can step into starring roles and take advantage of the full-court format, which allows new styles of play to thrive.
An Off-Season Revolution
Unlike other alternative leagues, Unrivaled doesn’t force players to choose between participation and existing commitments. Traditionally, WNBA players face a difficult decision at the end of their season: whether or not to supplement their income by playing overseas. This dilemma, absent for professional male athletes, often requires separating families or enduring months apart to make ends meet. Unrivaled addresses this inequity by offering salaries and care that let players dictate their off-season.
With six-figure salaries averaging over $220,000—the highest in women’s sports—and equity stakes, Unrivaled empowers athletes to invest in the league’s success financially and through their talents. These resources help players achieve off-season goals and raise the league’s profile. When highlighting the importance of this player-centered approach, former WNBA Seattle Storm superstar Sue Bird said, “Why do you think we went so hard for our Russian teams? We were taken care of.” In Unrivaled, athletes are similarly supported, proving that investing in players fosters loyalty, enhances the product, and strengthens the league.
The Digital Court
Unrivaled’s business model leverages the momentum of women’s sports by prioritizing broadcast viewer experience over ticket sales. One of the ways the league achieves this is through hosting games in smaller arenas that hold 800 to 900 spectators, compared to the typical 3,500 to 19,000 spectators seen in conventional WNBA arenas. This setup optimizes the product for fans, echoing Sue Bird’s observation in “A Touch More” podcast that smaller venues improve gameplay by eliminating distractions, such as depth perception issues in larger arenas.
Unrivaled leans into the idea of experience in their robust marketing strategy, designed to revolutionize how sports are consumed and perceived. The league prioritizes digital storytelling and direct engagement with fans by leveraging Instagram, X, and TikTok, providing exclusive content and behind-the-scenes access. This approach fosters personal connection between athletes and their audiences and amplifies player visibility, creating stars not just for the league but for the broader sports world.
Legacy of Changemaking
Believe it or not, this isn’t the first time women’s basketball has redefined the game. The WNBA pioneered the Commissioner’s Cup, an in-season competition that enhances fan engagement and awards winners with prize money. The Cup fosters highly competitive play and generates excitement around midseason—a concept so impactful that it was later adopted by the NBA. By making their own rules and prioritizing player-led initiatives, Unrivaled offers a complementary extension to the WNBA that raises the profile of both.
More Than a League
Unrivaled is more than a league–it’s a movement. Systems designed for men’s sports have often constrained women’s leagues, but Unrivaled breaks free from these limitations, reimagining what a sports league can be. Unrivaled is a vision for the future of sports, an opportunity to break free from outdated molds and create something impactful.
By fostering innovation, prioritizing player welfare, and leveraging media to connect with fans, Unrivaled sets a new standard for how sports can inspire, empower, and evolve. The game has changed, and with it, so has the future of women’s basketball, proving that when you invest in athletes, they invest back, creating a better product and league.
Words by: Sophia Denison
Graphic by Aubrey Layer