How does missing family, holidays, festivals, and well-deserved rest time just to keep your dreams alive and bills paid sound to you? Heartbreaking, right?! Well, WNBA players had been doing this for years. Every off-season, they had to pack their bags and head overseas just to make ends meet. And it’s just the off-season tale. Even during the season, athletes-cum-moms like Skylar Diggins-Smith have had a hard time as they raised a child while competing at the highest level due to a lack of amenities. 

But now, co-founded by two of their own, Unrivaled has entered as a solution to all, offering daycare rooms, playing at home with high women’s basketball salaries, and MUCH more. What’s more exciting is its timing. This comes at a critical moment as W players recently opted out of their collective bargaining agreement (CBA). Before it expires, they have a year to negotiate. 

So, while Unrivaled is still in its early days, could it pose some serious challenges for the WNBA? Because players might use it as an example of how they ‘could’ and ‘should’ be treated.

WNBA at a crossroads as players push for betterment

The WNBA has experienced significant growth in recent years. In the 2024 season, 22 regular-season games averaged at least 1 million viewers. This surge in viewership reflects the league’s increasing popularity has prompted players to advocate for a new model that aligns with this progress.

In case you’re not aware, what exactly CBA is…

• CBA is a legally binding agreement between the league and its players that dictates salaries, benefits, revenue sharing, and working conditions.
• The current CBA, signed in 2020, was set to expire in 2027 but will now remain in effect until October 31, 2025

So, what’s driving this discontent? 

Issues holding back the WNBA

Monetary disparity 

• Low Average Salaries: The average women’s basketball salary hovers around $102,000 per year, compared to the NBA’s $9.6 million
• Minimal Revenue Sharing: The WNBA allocates only 9% of basketball-related income to its athletes. And per the CBA WNBA players have signed, it allows for revenue sharing only if certain revenue thresholds were met. And so far, they haven’t met. 

Key Comparisons: NBA vs. WNBA Salaries 

Note: This year, though, per Front Office Sports, projected top draft pick Paige Bueckers’s base salary will be $78,831. 

Lack of player support systems & facilities

• While recent improvements include some childcare provisions, the league doesn’t provide many amenities. WNBA teams often practice in rented or shared spaces. Also, calls for expanded health coverage, retirement plans, and better recovery facilities remain unanswered.

Coverage

•  In addition, WBB coverage could account for 20% of all coverage by 2025. The numbers have been improved but still, they don’t look too appealing to maintain fan engagement outside the season.

But while these grievances exist, we can’t forget that the WNBA has made significant strides in recent years. 

What has the WNBA gotten right?

• Charter Flights
• Expansion
• Viewership Growth (Regular season on ESPN averaged 1.2 million viewers)
• Media Rights Deal (11-year, $200 million a year deal with Disney)

But as much as the WNBA celebrates these wins, it’s clear there’s still a long way to go because the new 3*3  league has created something that is making fans and players realize what could be achieved.

Why are Unrivaled Basketball Innovations a game-changer?

Who better to revolutionize the sport than two of its brightest stars? Back in 2023, Olympic gold medalists Napheesa Collier and Breanna Stewart actualized their ambitious vision by founding Unrivaled, a 3-on-3 women’s professional basketball league. As of January 2025, Unrivaled is setting new standards in women’s sports.

So, what all makes Unrivaled truly live up to its name?

• Salaries that set the standard

Unrivaled Basketball has changed the concept of ‘women athlete compensation in sports.’ With an average salary of approx. $220,000 and a salary pool exceeding $8 million, the league’s players earn more per game than in any other professional league worldwide. 

For comparison:

• WNBA (2024): Salaries range from $64,154 to $241,984, with an average of about $122,000.
• Athletes Unlimited Basketball: Average salary of $20,000 for a five-week season.
• NWSL (2024): Minimum salary is $37,856.

As the Unrivaled President notes, “We want to set the new standard for pay on the court.” He understands that a lot of players are making a lot of money off the court. However, he thinks, “It’s that the best athletes in the world are compensated for what they do, which is basketball.”

• Unrivaled tournament prize outshines WNBA salary

When you compare the Unrivaled 1-on-1 tournament prizes to the WNBA’s average salaries, the difference will surprise you. The tournament winner bags $200,000, which is nearly double the average WNBA player salary for 2024.

• Player-Centric Innovations

The ‘customized sports league’  has been designed to keep players performing at their peak. It featured rooms for family, a nursery, a nursing room, a content room, an esthetician room, recovery spaces with hot and cold tubs, a sauna, and even a glam room for all the beauty treatments. 

Not to forget, players are housed in two-bedroom apartments at no cost, with rental cars provided for the season. 

Moroever, Unrivaled’s eight-week season run on just three days a week (Friday, Saturday, Monday) will give players ample time to recover between games. This approach not only allows players to focus on their game but also ensures they’re fresh for the WNBA season.

• Unparalleled media coverage

Unrivaled’s media rights deal with TNT Sports ensures maximum visibility, with games airing on Mondays and Fridays, and additional coverage on truTV and Max. International interest is growing, with broadcasts planned in the UK, Austria, Germany, and beyond. 

Players’ Resounding Approval for Unrivaled

Unrivaled has won over its players. Brittney Griner, one of the league’s veterans, remarked, “Unrivaled is showing that you don’t need a lot of time to pull resources together to put out a great product.” 

“It’s definitely going to put more pressure on the [WNBA] to do better, honestly,” she added. Kahleah Copper echoed this sentiment, stating, “It’s been amazing. I’m grateful they’re able to put some pressure on things we deserve and things we are pushing for.”

This reflects a growing demand for equitable treatment in professional women’s sports and from what we can see players will surely use this when negotiating the next deal. 

As Courtney Vandersloot emphasized, “With the CBA coming up, we are going to push the envelope and make sure we are being taken care of as elite athletes. We know what to expect and what to ask for in the next CBA.” 

And the co-founder Phee believes the league wasn’t intentional for the WNBA CBA negotiations to begin with but we surely believe it has become a prime example. “We’re in a negotiating year,” the Lynx star said. “Making this the best player experience we possibly can, we want to bring those things to the W as well. A high tide floats all boats.”

This player-first philosophy has struck a chord with fans, who’ve long demanded better conditions for their favorite athletes. On platforms like Twitter and Reddit, passionate discussions have been going on since the announcement.

Basketball fans speak out: Key needs for the game’s growth

When a sport grows, so do its fans. Just when Redditors were suggesting that W must take some ideas from the new NWSL CBA. Unrivaled entered and since then fans have been appreciating the new league.

One X comment read, “Unrivaled is exposing false stereotypes associated with women’s basketball. In its inception year, it’s amassed endorsements that would make even the WNBA jealous. The WNBA isn’t as profitable as it should be—not because of players but rather the management.”

For too long, women’s leagues have battled the narrative that they don’t deserve the same treatment as their male counterparts. Revenue disparities exist, sure—but Unrivaled has flipped the script with such massive funding and big sponsors, all while being just a start-up.

“These WNBA CBA negotiations will be fascinating.” 

On top of that, social media is filled with memes and jokes, with fans humorously speculating that the WNBA might be feeling a bit surprised—or even intimidated—by the lavish facilities Unrivaled is bringing to the table. However, apart from the jokes, the league is also addressing some big demands.

Unrivaled answers fans’ longtime wish

For years, fans have been begging for 1-on-1 tournaments at All-Star weekends. But the idea was always shot down. Unrivaled said, “Hold my Gatorade,” and delivered.

The league is making 1-on-1 tournaments a reality. Games are played to six points, possessions last seven seconds max, and it’s a single-elimination playground-style, make-it-take-it showdown. As Unrivaled president Alex Bazzell put it, “1-on-1 is, at its core, the essence of the game.” 

 The audience is seeing it all and sharing their opinion left and right. And how would their takes make any difference, you may ask.

Why do fan sentiments matter?

• CBA pressure
• Expanded investment in women’s basketball
• Athletes empowered by fan support.
• League Innovation

So, to begin with, what can the WNBA learn from the Miami-based league? 

WNBA vs Unrivaled: What can the league learn from Unrivaled?

While the WNBA’s growth is undeniable, the arrival of Unrivaled has highlighted some hard truths about what the league could improve So, how can the WNBA adapt to meet player and fan expectations without compromising its unique identity?

• Improved compensation

When comparing leagues, one of the most glaring differences is the WNBA’s compensation. To meet expectations, the WNBA could consider implementing a tiered salary structure based on performance and experience. 

• Enhanced support systems for players

What really stands out in Unrivaled is how player welfare takes center stage—especially with things like child care and overall mental health. The WNBA has taken steps toward offering support, such as family planning benefits, a $750 per month stipend for players with children, and accommodations for nursing mothers. However, more can be done.

• Revenue sharing 

Unrivaled has shown that players can have a stake in their league, literally. A revenue-sharing model would allow players to benefit directly from the league’s success. This would help create a more sustainable financial future while also ensuring players are rewarded.

• Marketing and transparency

Unrivaled has set a gold standard when it comes to marketing, making sure fans feel connected to the players and the story behind the league. 

But obviously, this won’t come without challenges…

• Financial constraints (less than the project but the league is still in a $40 million loss)
• Stakeholder resistance
• League ownership dynamics (decisions tied to NBA priorities)

While these challenges are obviously the biggest roadblocks, industry experts seem to agree that adapting some of Unrivaled’s innovative approaches could help the WNBA.

Expert Insights: Voices from the Inside and out

Experts are weighing in with strong opinions on how Unrivaled is reshaping the game. David Levy, former president of Turner who reportedly helped facilitate the league’s deal with TNT, predicts that the format of Unrivaled could have a far-reaching impact.

“Unrivaled’s format differs from the traditional one that you saw at the Paris Olympics.” What Levy is pointing to here is how Unrivaled’s unique structure allows for quick-paced play that resonates well with fans and is highly shareable on social media. 

The more social content, the more visibility!

Then we have, Micky Lawler, the former president of the Women’s Tennis Association (WTA), who believes that league success is built on its player equity model. “The athletes should have equity in what they build,” he says.

Additionally, Christina DePasquale, an associate professor of economics at Johns Hopkins, sees Unrivaled as a model for sustainable growth. She emphasizes, “The success of Unrivaled doesn’t mean that it’s taking something away from the WNBA. A Pareto improvement where the success of Unrivaled can be correlated with the success of the WNBA.”

According to TNT studio director Morgan Thomas, having equity in something creates so much more drive than the biggest paycheck ever could because there’s a long term there.

Along with the whole financial aspect, Katie Arkins, a social strategist, speaks to how Unrivaled is using existing content strategies to build a broad fanbase. “It’s making sure that people outside of those who are working on it and those who are already fans of the WNBA know that this is happening,” she says.

This is crucial when we talk about expanding visibility beyond the existing fanbase. 

Could Unrivaled be the blueprint for the WNBA’s future?

So, it’s safe to say that Unrivaled has introduced an exciting new model that’s already gaining traction among players and fans alike. In the long term, the league plans to expand, potentially even taking games to new cities. While they’re still assessing the league’s first season, the early signs are promising, with sold-out tickets for almost every game.

For the WNBA, this is an opportunity to rethink its approach. By adopting some of Unrivaled’s basketball innovative ideas, the league could set itself up for future success. With CBA negotiations on the horizon, the time is ripe for new ideas. 

As the WNBA navigates its next phase, Unrivaled has set a bold example of what women’s sports leagues can achieve. So, will the WNBA adapt to this innovative model, or will it remain stuck in old ways while new leagues soar? The next few months could shape the women’s basketball for years to come!