In a bold move that aims to reshape the landscape of women’s professional basketball, the startup league Unrivaled has taken significant steps toward establishing itself as a premier destination for top female athletes. The announcement of a multiyear partnership with Under Armour to serve as the official uniform provider and performance outfitter marks a pivotal moment for the league. This partnership coincides with strategic advancements, such as securing lucrative player contracts and a media broadcast deal with TNT Sports. Together, these developments are setting the stage for Unrivaled’s inaugural season, scheduled to commence on January 17 in Miami.
Historically, many WNBA players have sought opportunities overseas during the offseason to supplement their income, given the league’s starting salary of around $64,154 according to ESPN. The launch of Unrivaled proposes a transformative solution to this issue by offering a competitive platform that not only rivals international leagues but also provides enhanced financial incentives. Notably, Unrivaled has successfully signed 36 elite players, providing attractive compensation packages, including equity. This unique approach sets a new standard for salaries in women’s professional sports, enticing players to remain in the U.S. while elevating the profile of women’s basketball as a viable and rewarding career path.
The partnership with Unrivaled is particularly interesting in the context of Under Armour’s broader business strategy. The Baltimore-based company has been navigating through turbulent times, especially in the wake of changes in leadership and a struggling stock price—having dropped approximately 81% from its all-time high in 2015. Under the renewed leadership of founder Kevin Plank, who reassumed control in March 2023, the brand is accelerating efforts to pivot back to its core market: men’s apparel. However, its partnership with Unrivaled signifies a noteworthy shift in focus toward women’s sports.
Previously, Under Armour was striving to increase its appeal to female athletes under the guidance of former CEO Stephanie Linnartz, who was in the role for a brief period before being replaced. The company is now taking steps to bolster its image as a premium brand through exclusivity and quality, while announcing plans to cut back on discounting. By aligning with Unrivaled, Under Armour is positioning itself to capitalize on the growing excitement surrounding women’s sports, thereby potentially rejuvenating its brand identity.
One of the most compelling aspects of the partnership is Under Armour’s provision of customization opportunities for players, alongside a full range of performance apparel and accessories. This personalization not only enhances player experience but also creates a sense of ownership and brand loyalty among athletes. Additionally, offering footwear options for athletes without existing shoe deals opens new avenues for athletes to represent and promote the Under Armour brand, fostering a more intimate connection between the players and the label.
As Unrivaled gears up for its inaugural season, numerous challenges await, notably in gaining traction within the competitive landscape of women’s professional sports. Nevertheless, the league’s proposition of attracting WNBA talent, coupled with lucrative contracts and innovative partnerships, positions it as a promising contender. The support from Under Armour not only provides essential staffing and product resources but also aligns both entities in a shared mission to elevate women’s sports.
Despite the uphill battles that lie ahead—from securing media coverage to maintaining player engagement—Unrivaled represents a beacon of opportunity. This venture has the potential to not only reshape women’s basketball in America but also inspire future generations of female athletes seeking a flourishing career within the sport. As the league prepares for its debut, the basketball community eagerly awaits the dawn of a new chapter in women’s professional athletics.