The vision for a dedicated space in women’s basketball is gaining momentum with the launch of the new startup league, Unrivaled. This ambitious 3×3 women’s basketball league aims to provide an exciting platform for female athletes, distinguishing itself from traditional women’s leagues. By announcing a multiyear partnership with Under Armour as its official uniform and performance outfitter, Unrivaled is fast establishing itself as a formidable player in the sports landscape. The deal signifies not just the outfitting of players but a commitment to elevate the profile of women’s sports, an area that has been historically underrepresented.
As sports enthusiasts await the league’s inaugural season set to commence on January 17 in Miami, it becomes clear that Unrivaled is tapping into a goldmine. With several high-profile player contracts already in place and a media broadcast agreement with TNT Sports, the league is making a clear statement: women’s sports are poised for their time in the spotlight. It’s vital to recognize that this development is more than just a financial venture; it’s a cultural shift in how we regard female athletes.
Under Armour’s deal with Unrivaled can be seen as a calculated step amid the company’s ongoing restructuring efforts. The sports apparel giant, which has experienced a significant decline in stock performance over the past few years—with an 81% drop since its peak in 2015—seems to be realigning its strategies. With founder Kevin Plank returning to helm the company, there’s a noticeable pivot towards reinforcing the brand’s commitment to female athletes. Sean Eggert, Under Armour’s senior vice president of global sports marketing, stated that they are thrilled to partner with Unrivaled, reiterating a long-standing interest in the empowerment of women in sports. This partnership is more than just a sponsorship; it is a strategic push to redefine Under Armour’s image and restore its stature in a competitive market.
The specifics of the deal remain under wraps, but Under Armour has pledged to provide performance apparel and accessories to the players, coaches, and staff alike. An interesting facet of this partnership is the provision of custom products and basketball footwear options for players without existing shoe deals. This aligns perfectly with the league’s objective to champion female athletes while ensuring that they are equipped with high-quality gear both on and off the court.
Aiming for Financial Equity in Women’s Sports
A noteworthy aspect of Unrivaled’s strategy is its focus on attracting WNBA talent. For many years, female players faced the unfortunate reality of having to seek opportunities overseas during the offseason to supplement their earnings—an arrangement that speaks to the inequities prevalent in women’s sports. Unrivaled challenges this norm, aiming to offer competitive salaries and financial incentives that include equity in the league. According to reports, they have signed 36 prominent players, positioning the league as one that boasts the highest average salaries in women’s professional sports.
This approach could serve as a game-changer for female athletes. Currently, the starting salary for a WNBA player is approximately $64,154, which is starkly lower than their male counterparts in other professional leagues. By creating an appealing financial package, Unrivaled is not merely creating a league but potentially revolutionizing how women’s sports are perceived and valued.
The significance of the partnership between Under Armour and Unrivaled extends beyond just an arrangement for uniforms; it marks a pivotal moment in the broader narrative of women’s sports. As brands increasingly recognize women’s sports as a burgeoning market with a dedicated following, we can anticipate further investments and interest. Under Armour’s past collaborations with esteemed women’s college programs and their now deepened commitment to professional women’s basketball should be seen as a proactive move to connect with an evolving audience.
The basketball community and sports marketers alike should view this initiative as promising, not just for Unrivaled but for all women athletes striving for acknowledgment and support in their sports careers. As the league prepares for its first season, there is a sense of anticipation and hope that it will thrive, paving the way for future generations of athletes. This collaboration between Under Armour and Unrivaled not only aims for immediate success but sows the seeds for a more equitable future in women’s professional sports.
Leave a Reply