Basketball is as much about momentum as it is about scoring. A perfectly timed crossover or a clutch three-pointer can change the game. In the broader court of women’s basketball, Unrivaled—the new offseason league co-founded by Breanna Stewart and Napheesa Collier—has just pulled off a game-changing play, leaving fans and critics questioning the leadership of Cathy Engelbert and the WNBA.

As one fan bluntly posted on X: “Unrivaled putting Cathy & the W to shame. Like girl, fight back at least.” It’s a sentiment that’s echoing loudly in the basketball world as ‘Unrivaled’, set to tip off in January 2025, garners applause for its forward-thinking approach to promoting and compensating players.

For years, WNBA players have had to pack their bags as soon as the season ended, heading overseas for better paychecks and competitive opportunities. Unrivaled aims to change that narrative with its revolutionary 3-on-3 format, featuring six teams of elite players like Brittney Griner, Jewell Loyd, and Sabrina Ionescu, which is already generating a buzz. Add to that a payout pool exceeding $8 million, minimum six-figure salaries, and equity stakes for players, and it’s clear why fans are calling it a slam dunk.

Fans react: Unrivaled’s rapid rise vs. WNBA’s gradual growth—a new era of women’s basketball?

Meanwhile, social media has been buzzing as fans contrast Unrivaled’s rapid rise with the WNBA’s more measured pace. One fan pointed out Unrivaled’s growing partnership list, stating, “Unrivaled is building quite the list of partnerships: Wilson, Miller Lite, VistaPrint, State Farm, TNT Sports, Ally Financial, Ticketmaster, Under Armour, Mediapro North America. Today, they added Sephora. Impressive.”This level of marketing aggressiveness has sparked discussions, with critics claiming that the WNBA hasn’t quite matched this pace.

However, that’s not entirely the case. In 2024, the WNBA secured a total of 460 brands, with 155 of those (34%) new to the league. These sponsors include some of the biggest names in the business, such as Nike, AT&T, Deloitte, and Emirates—showcasing the league’s own efforts to grow its commercial partnerships, even if at a slightly more gradual pace than Unrivaled’s rapid-fire approach.

Another fan challenged Engelbert’s leadership directly: “@WNBA & Cathy Engelbert, wake up & learn more about partnership from Unrivaled. Add more touchpoints and put them in front of larger, more varied audiences. Do more collaborations and put more effort to boost your league’s visibility, ‘cause YOU HAVE A PRODUCT WORTH CELEBRATING.”

The critique comes at a pivotal time for the WNBA, which has made strides in recent years with increased player salaries and improved endorsement deals. However, for much of the league’s history, players were forced to play overseas during the offseason to make ends meet. Unrivaled’s innovative structure offers a fast-paced alternative to traditional basketball.

It also prioritizes player equity, with each athlete earning a six-figure salary and receiving ownership stakes in the league. This financial and structural flexibility has allowed Unrivaled to attract top-tier talent. Its broadcast partnership with TNT Sports ensures wide visibility, another area where critics argue the WNBA lags.

While the WNBA’s improvements—such as higher salaries and expanding media coverage—should not be overlooked, fans are questioning whether it’s enough. One supporter’s candid remark, “Unrivaled is really showing the WNBA how it should be done,” underscores the sentiment that the WNBA must evolve to keep pace. Stewart and Collier’s initiative isn’t just about creating an offseason alternative—it’s a blueprint for what women’s professional basketball could be.

The upcoming inaugural season of Unrivaled, set to tip off on January 17, promises to be a showcase of what’s possible when players take control of their narrative. With every partnership announced and every player’s equity stake secured, Unrivaled challenges the WNBA to adapt or risk falling behind.

In basketball, as in business, the best offense is a good defense. As fans call for Engelbert and the WNBA to fight back, the ball is now firmly in their court.