A new 3-on-3 women’s basketball league by the name ‘Unrivaled’ secured a multiyear broadcast rights deal with TNT Sports ahead of its inaugural season this winter. As part of the agreement, TNT Sports committed to investing an undisclosed sum in the league.

Unrivaled, co-founded by current WNBA Finals competitors Breanna Stewart and Napheesa Collier, is set to launch in Miami this January. The league will feature 30 prominent WNBA stars, including Brittney Griner, Kelsey Plum, Angel Reese, Arike Ogunbowale, Jackie Young and college basketball star Paige Bueckers. As it stands, four roster slots are yet to be filled.

Rookies Caitlin Clark and Reese gave the WNBA a massive boost this season, as evidenced by significant increases in regular season attendance and viewership. That has continued into the postseason and, most recently, into the Finals, where Stewart and Collier are both present. The WNBA’s season will now consist of forty games instead of forty-four, and its Final Series will now consist of seven games instead of five. 

The new basketball league competition will consist of six teams playing over an eight-week season with three games per week. Two of the games will air on TNT on Mondays and Fridays beginning January 17, and the third on truTV on Saturdays.

All matches will also be available to stream on Max. Additionally, in-depth tournament highlights and additional content are to be distributed across all TNT Sports platforms, including Bleacher Report and House of Highlights. The season will culminate in a playoff series following regular gameplay.

How Will Unrivaled Gain Footing?

Unrivaled is offering players six-figure salaries and equity stakes in the league, which is quite a major draw for WNBA stars. Alex Bazzell, a pro basketball trainer, serves as the league’s president. 

Bazzell said, “I think consistency is key for us. If you build a consistent home, the fans know where to go. The second side of this is you want to partner with someone who wants to tell the story outside of the games and help push that forward. So, them having Bleacher Report and House of Highlights is pretty valuable for us.” 

Former ESPN president John Skipper and David Levy, ex-Turner Sports president, joined to help promote the league to distributors. For the production components, Mediapro North America will manage live audio and visual production in collaboration with TNT and Unrivaled leadership.

This partnership with Unrivaled shows the growing focus of TNT Sports on women’s sports, especially amid uncertainty about its long-term NBA rights. Recently, TNT has expanded its sports portfolio with college football, the French Open, and a deal with the Players Era college basketball tournament. 

TNT Sports chairman Luis Silberwasser stated that their media and equity partnership with Unrivaled strengthens their commitment to expanding women’s sports programming while shaping the future of women’s basketball.

TNT hasn’t confirmed specific broadcasters for the upcoming Unrivaled League yet. However, the network often relies on well-known personalities from its existing lineup when launching new shows. Names like Charles Barkley and Candace Parker, who are regulars on TNT’s other basketball programming, could potentially be featured in Unrivaled’s broadcasts.

Strategic advantages for Unrivaled and TNT Sports through partnership

Unrivaled has quickly become one of the most talked-about startup sports leagues in recent weeks, and it’s easy to see why. Their league will operate in a new format and in the months before the WNBA season, they will allow athletes another option to play basketball in the U.S. during the offseason.

This approach is designed to keep local talent in the U.S. during the WNBA offseason and prevent top athletes from playing overseas. Besides giving players equity in the new league, feature contract opportunities that will offer the highest average salary in women’s pro sports league history will be available too.

This operation will help the players maintain their visibility in the domestic market. TNT Sports, on the other hand, positions itself in a thriving segment of the market at a time when women’s basketball is experiencing a boom in popularity.

After losing the NBA rights, this calculated move aids TNT in continuing to broadcast professional basketball. Additionally, the collaboration supports TNT’s objective of increasing its programming for women’s sports. The ownership stake ensures sustained audience engagement and brand strength by locking in content during the WNBA offseason and providing long-term financial benefits.

The Time Couldn’t Be More Perfect

The boom in women’s sports is only going to get bigger and better, especially now that TNT has gotten into the women’s basketball business.

As the world of sports and entertainment merges with investment opportunities, brands in different sectors, including finance, tech, and the gambling industry, are tapping into the growing potential of sports sponsorships. As the market grows, punters and bettors at large find it necessary to get more info on casinos and betting operations for due diligence. 

Notably, Unrivaled has the potential to greatly improve women’s basketball by giving athletes a prominent stage during the WNBA offseason. High salaries and well-known WNBA players may attract more talent and spectators, boosting the sport’s popularity and financial appeal.  Reaching a wide audience through the media partnership with TNT is essential for encouraging additional investment and growth in women’s basketball. This will ultimately help normalize and elevate women in sports media.