Business is booming for Unrivaled 3×3 Basketball, with Monday's Series B investment round valuing the upstart offseason league at $340 million — a 10-fold increase over its initial May 2024 valuation.
Founded by WNBA stars Breanna Stewart and Napheesa Collier in 2023, Unrivaled's most recent investors include Serena Ventures, Warner Bros. Discovery, and soccer legend Alex Morgan's Trybe Ventures, as well as buy-ins from NBA players Trae Young, Franz Wagner, and Moritz Wagner plus sports executive Sam Rapoport.
With $35 million raised well ahead of tip-off, the competition's 2025 inaugural season reportedly came close to breaking even via TV and sponsorship deals — even while paying the highest average salaries in women's team sports.
"Because we outperformed our revenue expectations in season one by almost doubling it, it allows us to move a bit quicker," Unrivaled president Alex Bazzell told ESPN following the league's valuation increase on Monday.
Unrivaled is planning to use some of the new funding to expand its Miami venue, building out a new practice court alongside 150 additional spectator seats.
As the league prepares for its second season, the 3×3 venture anticipates turning a profit in 2026, all while increasing pay and equity for participating players.
"[Players] are largely majority shareholders," Bazzell said. "They are going to reap the benefits of these growing valuations."
Upstart 3×3 league Unrivaled Basketball stole some of the WNBA's thunder over the 2025 All-Star weekend, with the offseason venture announcing Saturday the signing of 13 NCAA stars to new NIL deals.
Headlining the group is USC guard and 2025 National Player of the Year JuJu Watkins, with the Trojan junior joined by Hannah Hidalgo (Notre Dame), MiLaysia Fulwiley (LSU), Ta'Niya Latson (South Carolina), Syla Swords (Michigan), Audi Crooks (Iowa State), Madison Booker (Texas), and Olivia Miles (TCU).
Rounding out the new signees are a pair of reigning national champions in UConn guard Azzi Fudd and forward Sarah Strong — the 2025 National Freshman of the Year — as well as a trio of UCLA Bruins: guard Kiki Rice, center Lauren Betts, and forward Sienna Betts.
The younger Betts sister, Sienna, is notably the only incoming freshman inked by Unrivaled.
Bringing the 3×3 league's current college class to a total of 14 players is LSU guard Flau'Jae Johnson.
Unlike the 13 other players, Johnson's NIL deal is a renewal, with Unrivaled extending their partnership with their second-ever college signee.
Last season, Unrivaled inked just two NIL deals with NCAA stars, partnering with Johnson after signing former UConn guard and current Dallas Wings rookie All-Star Paige Bueckers.
While Bueckers and Johnson both secured equity in the league last year, this year's deals — with Johnson as well as the 13 other NCAA players — do not include that benefit, though Watkins holds an additional unique position as one of Unrivaled's initial investors.
Despite the NIL partnerships, Unrivaled does not guarantee any future roster spots to the 14 athletes.
While the league is targeting a two-team expansion for the league's 2027 season, Unrivaled plans to keep their core roster number at 36 next year, though injury replacement players are again on the table.
Some of the biggest NCAA stars are heading to Arizona to participate in this weekend's 3X Nationals, a three-day tournament to determine USA Basketball's 2025 3×3 champion.
Sixteen four-player women's squads will take the court when the competition tips off on Friday, with top college programs like South Carolina, TCU, Vanderbilt, Oklahoma State, Florida, Richmond, and South Dakota State fielding 3×3 teams alongside pro clubs and other organizations.
"With the Olympic Games Los Angeles 2028 on the horizon, we are looking forward to welcoming 3×3 players, both veterans and those new to the game, to Mesa to compete in this exciting event that features a unique style of basketball," said USA Basketball CEO Jim Tooley.
Played in the FIBA half-court style, the tournament also serves as an evaluation tool for USA Basketball's 3×3 rosters, including the group tapped to represent the US at June's 3×3 World Cup in Mongolia.
While pro players are eligible for roster spots, college talents have often dominated international 3×3 teams, including TCU alum and new Chicago Sky rookie Hailey Van Lith, who earned bronze at the 2024 Paris Olympics.
This weekend's 3X Nationals could see NCAA standouts like Vanderbilt's All-American freshman Mikayla Blakes as well as South Carolina's Joyce Edwards, Tessa Johnson, and Chloe Kitts make cases for future USA Basketball roster spots.
How to watch the USA Basketball 3X Nationals
The 3X Nationals tip off at 6 PM ET on Friday, with the first two days consisting of pool play.
The top two teams in each of the four groups will advance to Sunday's championship bracket, where the quarterfinal round will begin at 1:20 PM ET and the tournament final is expected to take the court at 5:20 PM ET.
All games will stream live on YouTube.
The International Olympic Committee (IOC) approved a proposal to expand the women’s soccer tournament from 12 to 16 teams for the 2028 LA Olympics on Wednesday, solidifying the event’s international importance as the women's game continues to see skyrocketing growth.
"We wanted to do something to reflect that growth, and equally with the United States being the home of the highest level of popularity of women's football," IOC sports director Kit McConnell said on Wednesday.
IOC balloons multiple 2028 LA Olympics women's events
Soccer isn't the only women's event expanding, with additional IOC decisions pushing the total number of women athletes participating in the 2028 LA Games over the 50% line.
The women’s water polo field will grow from 10 to 12 teams to align with the men’s competition, while 3×3 basketball will expand its field from eight teams to 12.
Even more, women’s boxing will gain an additional weight category, and the IOC will incorporate new mixed events across several other Olympic sports.
Ultimately, increased parity will only intensify competition, with the IOC making moves to keep the Olympics in line with the continued demand for and rise of women's sports.
"The message of gender equality is a really important one for us," added McConnell.
Unrivaled basketball returns to action on Friday night, with the 3×3 league's weekend games bolstered by Thursday's huge off-court business breakthrough with the WNBA Players Association (WNBPA).
The offseason league officially secured a licensing deal with the WNBPA, allowing Unrivaled to sell merchandise showcasing player names, images, and likenesses both in-person and online.
Without a brokered licensing deal, Unrivaled faced limitations in its attempts to capitalize on its near-instant popularity, as the league could previously only use non-player-specific team branding.
The WNBPA’s willingness to help Unrivaled push the envelope — despite the lengthy negotiation — sets an important precedence for increased monetization opportunities across women’s sports.
"This is a sign of the Players Association’s responsibility to its players, to its members to monetize the rights fully," WNBPA executive director Terri Jackson told Front Office Sports on Thursday. "Their group rights don’t need to be limited to WNBA-only associated products."
While the player-specific merchandise isn't available just yet, fans can expect customized jerseys, T-shirts, and even game-used memorabilia to hit shelves soon — especially as the league’s March 10th regular-season finale nears.
Postseason line looms as Unrivaled hits Friday's court
As the 3×3 basketball stars return to work this weekend, Unrivaled co-founder Breanna Stewart’s Mist and her NY Liberty teammate Sabrina Ionescu’s Phantom BC will both be hunting a bit of magic to boost them above the postseason cutoff line.
Trailing the pack with twin 3-7 records, the squads square off against each other on Friday, each aiming to step up into playoff contention with a win.
With all Unrivaled teams taking the weekend's court hoping to create separation from the bottom of the standings, Vinyl BC has arguably the most to lose. Currently sitting in fourth place on the league table, Arike Ogunbowale's squad faces an uphill climb against the third-place Laces on Friday and the league-leading Lunar Owls on Saturday to maintain their precarious postseason positioning.
How to watch Unrivaled 3×3 Basketball games this weekend
The Vinyl will kick off Unrivaled's weekend action against the Laces on Friday at 7:15 PM ET, with the Mist taking on the Phantom one hour later. Both games will air live on TNT.
Saturday's games will air on truTV beginning at 6 PM ET, when the Lunar Owls battle Vinyl BC before the Mist tip off against Angel Reese's Rose BC.
Unrivaled 3×3 Basketball tips off another round of doubleheaders tonight, as the offseason league paves a path toward its first-ever postseason with an Unrivaled playoffs push.
Unrivaled is entering its fifth week of play, with three weeks remaining in the regular season. And as just four of the league’s six teams will advance to the March 16th Unrivaled playoffs, notching late wins could make all the difference for squads shooting for a postseason boost.
After slow starts, the Mist and Phantom BC currently sit one game beneath playoffs contention — but they’ll both have an opportunity to make up ground this weekend.
In the event of any final regular-season ties, Unrivaled will subsequently determine playoff seeding first by head-to-head records, followed by point differentials.
Offseason league announces end-of-season awards
The league also announced plans for its end-of-season awards, which will include MVP, Defensive Player of the Year, Coach of the Year, and both first and second-team honors.
A combination of media, Unrivaled coaches and players, and a fan vote will decide the winners.
Voters can now nominate three Unrivaled MVPs online, ranking them in order of preference. Voting closes on Tuesday, March 11th at 3 PM ET, with the winners announced shortly thereafter.
How to watch Unrivaled 3×3 playoffs push this Weekend
The Mist take on fourth-place Vinyl BC tonight at 8:15 PM ET, live on TNT, before Phantom BC squares off against Vinyl BC on Saturday at 7 PM ET, with live coverage on TruTV.
Unrivaled 3×3 Basketball is at it again, revealing details about its inaugural 1v1 tournament on Tuesday.
Fueled by a $350,000 prize pool, the high-stakes competition will tip off with 30 players on February 10th. Athletes are currently in four equal pods, and fans will determine the tournament's seeding via ballot.
The three-day tournament will feature a series of single-elimination games, culminating in a best-of-three final.
Contests will be played to either a winning score of 11 points or a 10-minute game clock, whichever comes first. Each matchup will follow the traditional two- and three-point scoring format, but with a shortened seven-second shot clock.
The biggest difference from both traditional 5x5 play and Unrivaled's 3x3 format is in the 1v1 contest's make-it, take-it rule, which rewards scoring with both points on the board as well as continued ball possession.
Tournament rewards both 1v1 winner and Unrivaled team
Unrivaled's 1v1 tournament champion will ultimately take home $200,000 — more than what some WNBA players' salaries. The runner-up will claim $50,000, with each semifinalist earning $25,000.
Interestingly, individual players aren't just competing for themselves. Each of the champion's Unrivaled 3×3 teammates will also snag a check for $10,000.
"There’s still a team camaraderie perspective," noted Unrivaled president Alex Bazzell earlier this month. "You may be eliminated, but your teammate keeps advancing. Inevitably, you want to root them on — not just for personal reasons, but also there’s an incentive for you if your teammate wins the ultimate cash prize."
Unrivaled reveals participating 1v1 roster
Of the 3×3 league's 36 players, only Brittney Griner, Sabrina Ionescu, Angel Reese, Stefanie Dolson, and Courtney Vandersloot will sit out the 1v1 tournament alongside relief contract players Natisha Hiedeman and NaLyssa Smith.
Consequently, one potential matchup could pit Unrivaled co-founders and 2024 WNBA Finals foes Breanna Stewart and Napheesa Collier against each other. Dozens of other potential pairings involving All-Stars like Alyssa Thomas, Kahleah Copper, Arike Ogunbowale, and Satou Sabally are also on the table.
Fan voting for the player seedings that will determine those matchups will start on Thursday, with the tournament's full bracket dropping in early February.
Unrivaled 3×3 Basketball is back, as a second slate of weekend games shines a spotlight on the new league's three winless teams as they rally for redemption.
Phantom BC, Mist BC, and Rose BC are all 0-2 out of the gate, with the six-team league evenly divided between the undefeated and the winless after last week's debut.
At least one of the three will end up in the win column on Friday night, with the Mist and Phantom squaring off in the first game of the doubleheader.
Both lineups contain serious firepower, with Unrivaled co-founder Breanna Stewart leading the Mist alongside sharpshooter Jewell Loyd, whose 20 points per game have her currently in fourth-place on the league's stat sheet. The Phantom boasts the talents of Sabrina Ionescu and Brittney Griner.
While both have fallen victim to more cohesive game-plans, the Phantom in particular have struggled, posting a league-low average of 58.5 points per game to ultimately drop their first two outings by an average of 29 points.
Saturday's action sees Chelsea Gray and Angel Reese's Rose BC step into the spotlight, going up against a Mist team facing back-to-back matchups.
The Rose roster features two of the offseason league's top scorers in Gray and Kahleah Copper, who each averaged 14.5 points per game through Unrivaled's opening weekend. However, they'll need to lock in on defense to quiet Mist standout DiJonai Carrington's shooting in transition.
Friday's Unrivaled doubleheader tests undefeated teams
The second game of Friday's doubleheader flips the script as two teams put their undefeated starts on the line.
The Laces, led by Kayla McBride's 24.5 points per game, will take on a Vinyl side that rosters three of the league's Top 10 scorers — more than any other Unrivaled team. The trio of Rhyne Howard, Dearica Hamby, and Arike Ogunbowale are poised to cool the Laces' hot start.
How to watch Unrivaled 3×3 Basketball games
Unrivaled's second weekend slate tips off on Friday with the Phantom vs. the Mist at 7:15 PM ET, before the Laces play the Vinyl at 8:15 PM ET. Live coverage of both games will air on TNT.
Friday's Unrivaled 3×3 Basketball debut was an unequivocal success for TV partner TNT Sports, as the new offseason 3x3 league's opening lineup became the most-watched women's basketball games in the broadcast network's history.
The doubleheader logged viewership averages of 313,000 and 311,000, respectively, with the first game peaking at 364,000.
Notably, these numbers do not include viewers on Max, where every Unrivaled game is available to stream live under the league's six-year, $100 million media deal with Warner Bros. Discovery (WBD).
In 2022, WNBA games averaged 372,000 viewers across Disney networks, with the league later surpassing 500,000 across ABC, ESPN, and CBS in 2023 before reaching a 1.19 million average on ESPN in 2024.
Unlike the well-established WNBA, which is on the cusp of entering its 29th year, Unrivaled is a new-look product in its first-ever season. With that in mind, Unrivaled's initial numbers are promising, particularly for a league that's prioritizing long-term wins over instant gratification.
"I think we put ourselves in a great position to be successful right away, but it’s a marathon," league president Alex Bazzell told The Athletic before Unrivaled’s launch. "We’re not running out there from Day 1 trying to get millions of viewers out of the gate."
One piece of the Unrivaled fan engagement puzzle
Viewership is just one way the league is measuring fan engagement, with Unrivaled also turning an eye toward social media metrics.
"[Viewership is] not fully indicative of what is the overall fan interest because there’s so many ways to consume leagues and teams and highlights," noted Bazzell.
It's one reason that partnering with WBD was so appealing to the new league. The media giant's already robust sports social media channels are elevating Unrivaled content across platforms to an established, sports-hungry audience.
To that end, Unrivaled’s opening weekend content garnered 31 million views across WBD’s social channels and fueled a 59% viewership boost of the media giant's women's sports-specific TikTok account.
Unrivaled 3×3 Basketball tips off its inaugural season on Friday night, when four of the league's six clubs will take the court for the first time.
The Miami-based league's debut doubleheader begins with a co-founder face-off, as Breanna Stewart's Mist will first square off against 2024 WNBA Finals foe and fellow Unrivaled co-founder Napheesa Collier's Lunar Owls.
Shortly after that inaugural game, Rose BC, whose roster includes top-rated 2024 rookie Angel Reese plus WNBA Finals MVPs Kahleah Copper (2021) and Chelsea Gray (2022), will take the Unrivaled court. Facing them in Friday's nightcap will be Vinyl BC, a team headlined by WNBA Rookies of the Year Aliyah Boston (2023) and Rhyne Howard (2022).
The two remaining Unrivaled teams will debut on Saturday afternoon, when Phantom BC takes on Laces BC in another 3×3 doubleheader.
Led by All-Stars like Brittney Griner and reigning WNBA champion Sabrina Ionescu, the Phantom will start the season without guard Marina Mabrey due to a calf strain. Her recovery is expected to take two to four weeks, with an injury re-evaluation set for late January. In the meantime, the Phantom have added relief player Natisha Hiedeman to their short-handed roster.
IT'S GAME DAYYYYYYY! 🗣️ Make sure you tune in tonight at 7pm ET! pic.twitter.com/vAZ2IkemoF
— Unrivaled Basketball (@Unrivaledwbb) January 17, 2025
Unrivaled stars prepare for their close-up
The innovative new league is launching with 36 of the WNBA's biggest stars, a brand new 3x3 format, and a product finely tuned for national TV broadcast. The goal is to bring fans even closer to their favorite athletes.
Subsequently, Unrivaled has teamed up with six US bars "dedicated to elevating women's sports" in an effort to promote official watch parties nationwide.
"The content piece and the TV piece of this is huge for us," Collier told The Athletic ahead of Friday's launch. "We want to make it the most interactive, fun, and exciting experience we can for people."
With a smaller court and cameras positioned closer to the action than in WNBA games, Unrivaled is aiming to bring a small-venue experience to a national audience.
"It’s definitely intimate, and you’re definitely going to hear a lot of stuff," Mist athlete Jewell Loyd told The Athletic. "But at the same time, that’s what you want, and it’s definitely going to make us play a little harder."
How to watch Unrivaled 3×3 Basketball this weekend
The new 3x3 league will tip off with the Mist and Lunar Owls at 7 PM ET on Friday, with Rose BC and Vinyl BC following at 8 PM ET.
All Unrivaled games will air across TNT, truTV, and Max throughout the season, with Friday's tip off broadcast live on TNT.