In 2024 the WNBA averaged 1.2 million viewers and has continued to surpass viewership records of the past. With numbers reaching new heights and tickets consistently selling out, the WNBA and its players are racking up a fan base quickly. Although the 2024 season is over, fans don’t have to wait until next season to watch some of their favorite players.
Unrivaled is a new basketball league started by NY Liberty’s Breanna Stewart and Minnesota Lynx’s Napheesa Collier that gives players the chance to compete in an eight-week long league during the WNBA offseason. The league will be played in a 3v3 style, giving players time to continue developing their skills and gain visibility before the next season.
Before Unrivaled, some WNBA players would head overseas to earn money and continue building their skills during the offseason. Now, Unrivaled allows them to play at home in Miami, while offering some of the highest salaries in women’s sports history, as well as league equity opportunities for the inaugural players.
As women’s basketball continues to evolve and garner the attention it deserves, it is important for brands who share similar values to Unrivaled to show up for them now rather than later. Currently, Unrivaled has a few main sponsors, including Ally Bank and State Farm. This offers a white space for additional brands to capitalize on the league’s momentum. Here are three ways brands can show up for Unrivaled during its inaugural season and beyond.
Sponsor The League In Style
From players declaring the draft in Vogue Magazine to appearing on League Fits and even attending the Met Gala, fashion is a huge part of WNBA culture on and off the court.
We expect fashion to play just as big of a role in Unrivaled, offering brands the opportunity to get in on the action. They could partner with the Unrivaled league to create a signature collection. This could include gym bags, water bottles, tracksuits and even basketballs all in the league’s colors.
Similarly, brands could partner with individual teams (or “clubs” as the league calls it) to create merchandise allowing fans to showcase their love for the teams. In addition to creating these collabs, brands might also create pop-up stores at the Miami Unrivaled Arena. These stores could sell merchandise, have photo-op moments and become a central location for the brand and fans to celebrate the teams.
Take The Traditional Route
One of the easiest ways to show support for this new league is through a traditional sponsorship. Currently, the league’s sponsors, Ally Bank and State Farm, have sponsored social content to help announce the team rosters.
With no competitors, brands outside the categories of these main sponsors have the opportunity to show up early on what's sure to be the next big thing in women’s sports. They could sponsor uniforms, trophies, awards, podcasts — you name it.
While Unrivaled is still unveiling how the season will come to life, brands have the opportunity to get creative, think outside the box and find authentic sponsorships that will positively impact the league and their perception.
Play The Social Game
Since starting the league, Unrivaled has utilized their Instagram to announce players, explain the rules of the league and even give fans a behind the scenes look into how teams are decided.
Showing up on socials will be an excellent way for brands to capitalize on the league’s momentum via existing platforms. Brands could tap Unrivaled players for collab posts to launch new products, or make players brand ambassadors of existing products throughout the season.This is also a space to have fun and lean into what Unrivaled fans are already loving like Instagram stories with mystery discount codes, or clue videos where players announce new products.
@unrivaled Did you guess this hint right 👀#unrivaled #sports #rickeajackson #lasparks #detroit #313 #chess #rookie ♬ original sound - Unrivaled Basketball
Better Now Than Later
The WNBA continues to exceed viewership expectations and has acquired a bigger fan base over the last season. They will continue to evolve and make headlines as projected number one pick Paige Bueckers and college superstar JuJu Watkins are soon to enter the league. This new audience could mean new customers for brands that value women's sports.
Unrivaled has already surpassed their financial projections and has been able to expand to six more players before the season has begun. Activating around Unrivaled will give brands the chance to gain new visibility and to build brand trust and loyalty with a whole new audience.
