A Tennis Veteran Enters Basketball’s Fast Lane (Image Credits: Pixabay)
Miami – Unrivaled, the 3-on-3 women’s basketball league founded by WNBA stars, gained traction last year by offering elite players a domestic alternative packed with financial perks and competitive edge.
A Tennis Veteran Enters Basketball’s Fast Lane
Commissioner Micky Lawler spotted the momentum in women’s basketball after retiring from the WTA, where she spent decades building the sport. She transitioned seamlessly, drawing parallels between tennis tours and basketball leagues despite the differences. Lawler had long admired basketball’s excitement, having played it poorly in high school and cheered her children’s games. The launch aligned perfectly with rising stars like Caitlin Clark boosting overall interest in women’s hoops.
Unrivaled captured attention with its single-location format in Miami, echoing the WNBA’s pandemic bubble success. Lawler emphasized that timing amplified the league’s debut amid record viewership and investments across women’s sports.
Equity and Incentives Keep Talent Stateside
WNBA salaries often force players overseas for income, but Unrivaled provides equity stakes from day one, aligning interests between athletes and the league. Founders Breanna Stewart and Napheesa Collier, both mothers, sought a U.S.-based option to maintain sharpness without long international trips. The model supports ongoing competition and brand growth during the off-season.
Facilities prioritize player needs with weight rooms, training staff, childcare, saunas, infrared recovery, and even a glam room. Lawler noted these investments foster a supportive ecosystem that elevates individual profiles and the league’s appeal.
Format Twists Ignite Fan Passion
The second season introduced a mid-season 1-on-1 tournament, drawing intense crowds and player commitment despite initial hesitations. Athletes pushed limits, visibly exhausting themselves in ways that echoed genuine rivalries rather than casual all-star exhibitions. Road games in Philadelphia and upcoming semifinals at Brooklyn’s Barclays Center expanded reach.
Playoffs begin February 28, with more sponsors and teams signaling steady growth. Players embrace social media and media duties, understanding their role in building community and value – lessons Lawler fought to instill in tennis years ago.
Complementing the WNBA’s Rise
Though independent, Unrivaled features 54 WNBA players and aims to amplify the larger ecosystem. Lawler described the relationship as complementary, deepening player visibility through shared media and sponsor circles. Unlike the WTA’s complex board of owners, tournaments, and self-employed players, Unrivaled starts fresh with direct equity incentives.
The Sephora Arena delivers intimate, high-energy experiences that thrill fans. Lawler quickly shed startup doubts as player buy-in and crowd intensity proved the model’s viability.
Key Takeaways from Unrivaled’s Approach:
- Equity ownership motivates players to drive league growth.
- Comprehensive facilities address professional and personal needs.
- Innovative formats like 1-on-1 boost engagement and excitement.
Unrivaled demonstrates how player empowerment and smart innovations can accelerate women’s basketball beyond traditional boundaries. As the league expands, it sets a template for sustainable growth in sports startups. What innovations would you add to keep the momentum going? Share in the comments.