In basketball, launching a new play is a risk—so is launching a new league. Breanna Stewart and Napheesa Collier’s 3-on-3 women’s basketball league, Unrivaled, debuted with a flurry of anticipation. Marketed as a revolutionary platform to keep WNBA stars stateside during the offseason, it promised high salaries, equity stakes, and revamped rules.But not everyone is cheering.

One fan summed up the mixed reaction in a now-viral post on X: “What the hell is Unrivaled?” As the league takes its first steps, it finds itself caught between applause for innovation and skepticism from the basketball community. Can this bold play succeed, or is it doomed to fumble?

The league is just as innovative on the court. Games are played on a condensed court, with three seven-minute quarters and a fourth quarter decided by a “winning score”—11 points added to the leading team’s total after the third quarter.

This ensures every match ends with a game-winning shot. Unrivaled President Alex Bazzell emphasized this point: “Every game, we will have a game-winning shot. That was important for us because coming out of the third quarter, there’s no mystery about what you need to do.”

Broadcast deals with TNT and TruTV, along with Candace Parker anchoring a studio show, have brought visibility to Unrivaled. Yet, even Parker’s star power hasn’t entirely cleared the fog.

The league’s launch was met with mixed reviews, much to the chagrin of some WNBA fans, and while awareness is spreading, there are still a lot of people who don’t know about the league.

Top Comment by EmmaJ

I enjoyed the first game very much. The second game not so much. What I really didn’t like was TNT...more

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Debate

Unrivaled debuts amid buzz and confusion: “Who even are these people?”

One fan bluntly asked, “Who even are these people?” pointing to the disconnect between the league’s ambitions and its current visibility. Despite featuring WNBA stars like Stewart, Collier, Sabrina Ionescu, and Angel Reese, many basketball enthusiasts are still asking basic questions about its purpose and players.

Adding to the skepticism, another fan remarked, “I have no idea what this is or who these people are,” reflecting the league’s struggle to bridge the gap between its high-profile lineup and public awareness.

Even with these hurdles, Stewart and Collier are far from alone in their vision. High-profile investors like Giannis Antetokounmpo, Michael Phelps, and Linda Henry contributed to the league’s $28 million in Series A funding. Players earn average salaries exceeding $100,000 and equity stakes, and a $250,000 1-on-1 tournament is planned to boost engagement.

For Stewart and Collier, the league is about more than just innovation—it’s about changing the game for WNBA players. “A lot of players probably my age and older are so accustomed to going overseas,” Stewart told CBS News. “Now it’s like, no, you play WNBA, then you come to Unrivaled, and we’re gonna take care of you. We’re gonna pay you. We’re gonna make sure you continue to build your brand.”

Despite the star power behind it, confusion still surrounds the league. One fan commented, “I’m pretty sure Angel Reese started a women’s league,” highlighting the lack of awareness about Unrivaled. However, such reactions are expected for a league that’s still in its infancy, having just completed its Series A funding round.

As the debut season runs through March, primarily on weekends, Unrivaled faces the critical task of turning skeptics into fans. Shakira Austin, the youngest player on the Lunar Owls, reflected the league’s playful spirit after earning $100 in a half-court shootout: “It’s a great start to the day.”

Whether Unrivaled becomes a slam dunk or a missed opportunity remains to be seen. For now, the league’s success hinges on whether it can answer the lingering question posed by fans “What the hell is Unrivaled?”