The landscape of women’s professional basketball is poised for transformation with the introduction of the startup league, Unrivaled. This innovative 3×3 basketball league, which aims to be a prominent stage for female athletes, has recently secured a significant multiyear multi-faceted partnership with Under Armour. This alliance not only underscores the league’s ambitions but also signals a crucial moment for Under Armour as it navigates a turnaround strategy under new leadership.
Under Armour’s official announcement on Tuesday confirmed its commitment to Unrivaled, establishing itself as the league’s exclusive uniform supplier and performance outfitter. This collaboration follows closely after Unrivaled made headlines for signing multiple high-profile players and securing a broadcast deal with TNT Sports. Such developments paint a promising picture for the league, which aims not only to entertain but to create sustainable opportunities for its players.
Under Armour’s role in providing performance attire and accessories for players, coaches, and staff is indicative of its focused approach to supporting female athletes. According to Sean Eggert, Under Armour’s senior vice president of global sports marketing, the partnership will allow the brand to champion some of the world’s elite basketball talent in what he describes as an “exciting new stage.” This endorsement emphasizes a shift towards supporting women in sports, a stark contrast to previous practices where WNBA players often had to seek opportunities overseas during the offseason for better financial stability.
One of the most compelling aspects of Unrivaled is its robust financial framework, designed to attract top-tier players. With a starting salary of $64,154 in the WNBA, many athletes have found themselves at a financial crossroads, often needing to supplement their income abroad. Unrivaled is addressing this gap by not only offering competitive salaries but significant financial incentives, including equity shares in the league itself.
The signing of 36 elite players underlines the league’s commitment to providing the highest average salaries in women’s professional sports history. This strategic move not only enhances the league’s viability but creates a competitive environment for female athletes, allowing them to prioritize their careers domestically rather than seeking opportunities abroad. This shift could herald a new era in women’s sports, emphasizing local engagement and sustainable growth.
This burgeoning partnership is perhaps more critical for Under Armour, which has faced challenges in recent years. The company saw a leadership shake-up with the return of founder Kevin Plank as CEO earlier this year, marking a renewed focus on reshaping the brand’s identity. Under Armour has experienced financial difficulties, including an 81% decline in stock value since its peak in 2015, primarily due to an inability to control pricing and maintain product desirability.
Plank’s recent strategy pivot appears to recalibrate the company’s focus back onto its core strengths—premium athletic wear, particularly in men’s sports. However, the partnership with Unrivaled illustrates an intriguing juxtaposition in which a historically male-focused brand is now keen to cultivate its female athlete segment. Under Armour has established connections with leading women’s college programs, but aligning with Unrivaled could enhance its reputation in promoting equity within sports.
Looking Ahead: The Future of Women’s Sports
As Unrivaled prepares for its inaugural season, set to launch on January 17 in Miami, the anticipation builds for what this league could mean for women’s basketball and the broader sports economy. With Under Armour’s backing, the league has a solid foundation upon which to build a sustainable framework that entertains and empowers.
The combination of substantial financial backing, a refreshed approach from Under Armour, and the overwhelming talent pool among female athletes provides a unique opportunity to foster a thriving women’s basketball culture. As the sports community progressively shifts to acknowledge and support women athletes, Unrivaled stands as a beacon of this necessary change—reaffirming the value of women in sports and setting the stage for future generations.