Co-founded by the Women’s National Basketball Association superstars Breanna Stewart and Naphesa Collier, Unrivaled is a 3-on-3 women’s professional basketball league that has seen its popularity grow dramatically since completing its inaugural season last year. What began as a bold experiment to reimagine professional women’s basketball during the WNBA offseason has quickly turned into one of the most successful launches of a women’s sports league in recent memory.
Through strong television ratings, massive social media engagement and increasing financial backing, Unrivaled has proven that there is a substantial and eager audience for innovative women’s basketball when it is given the platform and investment it deserves.
During its first season, Unrivaled delivered viewership numbers that exceeded expectations for a brand-new league. Games aired across TNT, truTV and HBO Max, averaging more than 200,000 viewers per broadcast, with the championship game surpassing 360,000 viewers. According to Warner Bros. Discovery, the league reached nearly 12 million total viewers over the course of its debut season, a figure that placed Unrivaled among the most-watched women’s basketball properties ever carried on TNT’s networks. Media analysts noted that the fast-paced 3-on-3 format, combined with recognizable stars and consistent national broadcasts, helped draw in both traditional basketball fans and casual viewers.
In just its second season, Unrivaled shattered expectations by setting a new all-time attendance record for a professional women’s basketball regular-season game. On Jan. 30, 21,490 fans packed Xfinity Mobile Arena in Philadelphia during the league’s inaugural tour stop in the city. The mark surpassed the previous record of 20,711, set by the WNBA last year, signaling rapid growth and national interest in the upstart league.
Off the court, Unrivaled has built a powerful digital presence. The league generated hundreds of millions of social media impressions across platforms such as TikTok, Instagram, X and YouTube consisting of game highlights and behind the scenes content. The digital-first strategy has been especially successful for younger audiences, many of whom discovered the league through viral clips rather than traditional television. Industry observers have pointed out that Unrivaled’s emphasis on player personality and access mirrors trends seen across modern sports media, where authenticity often matters as much as competition itself.
A major factor in the league’s sustained momentum has been the participation of high-profile players, including both established WNBA stars and younger names with massive followings. 2025 NCAA Champion and Dallas Wings star Paige Bueckers’ involvement brought significant attention from college basketball fans and casual viewers alike, as she is widely regarded as one of the most recognizable faces in women’s basketball. 2023 WNBA Rookie of the Year Aliyah Boston’s presence added interior dominance, while Indiana Fever standout Kelsey Mitchell contributed elite scoring ability and veteran experience. Their participation not only elevated the level of play but also reinforced Unrivaled’s credibility as a serious professional league rather than a novelty competition. Media coverage outlets such as Sports Illustrated and Forbes emphasized that having players of this caliber sign on was critical in validating the league’s vision and drawing sustained fan interest.
Many high-profile athletes are drawn to Unrivaled because of the financial incentives it provides. Players in the league earn an average salary of $220,000, and none of the players make less than six figures. By comparison, the average salary in the WNBA falls below $150,000, with a minimum salary of $66,000. Unrivaled also creates additional earning opportunities during its season, most recently hosting a one-on-one tournament in which the winner received a $200,000 prize.
The league is able to sustain these salaries and events through backing from prominent investors, including Dawn Staley, head women’s basketball coach at the University of South Carolina, Coco Gauff, currently the highest-paid female athlete in the world, Alex Morgan and Stephen Curry, among others.
Financially, Unrivaled has capitalized on its popularity. Following its first season, the league announced a heavily oversubscribed Series B investment round that valued the organization at approximately $340 million. The round included backing from Bessemer Venture Partners, Serena Williams’ Serena Ventures and Warner Bros. Discovery, signaling strong confidence from both sports and business leaders. Sponsorship deals with major brands such as Sephora, Samsung, Ally Financial and Under Armour further strengthened the league’s position, affording Unrivaled commercial partnerships typically reserved for far more established leagues.
The league has also moved quickly to expand. New teams have been announced ahead of the upcoming season, along with an increase in weekly game nights and the introduction of a player development pool designed to grow the talent pipeline. While some analysts have cautioned that rapid expansion can be risky, executives have argued that demand from fans, sponsors and players has justified the accelerated timeline.
As women’s basketball continues to experience a broader surge in popularity, Unrivaled’s success stands out as a case study in what is possible when elite talent, media exposure and investment align. Though challenges remain in sustaining long-term growth, the league’s booming popularity since its first season suggests that Unrivaled is not just a temporary experiment, but a lasting and influential addition to the women’s sports landscape.