When the **Unrivaled** women’s **3-on-3 basketball league** was founded in 2023, it set the stage with an intriguing value proposition: the potential for players to earn the **highest average salary in women’s sports** without the need to travel overseas during the WNBA offseason. This unique approach has not only captured the interest of players but also piqued the attention of marketers eager to capitalize on the burgeoning landscape of women’s sports.
Unlocking Opportunities in Women’s Sports
As the momentum for **women’s sports** continues to swell, Unrivaled emerged as a golden opportunity for brands eager to engage with this influential market. By the time the league tipped off in January, it had already secured notable sponsors, including **Miller Lite**, **Sprite**, **Under Armour**, and **State Farm**. This alliance illustrates how brands are gradually moving away from mere **“logo slaps”** and are instead seeking **genuine partnerships** that resonate with audiences.
In a report from **Front Office Sports**, Unrivaled concluded its inaugural season in March with revenues exceeding **$27 million** and average viewership of **221,000**. Notably, a February 14th game featuring the **Lunar Owls** and **Mist**—led by co-founders **Napheesa Collier** and **Breanna Stewart**—attracted an impressive **377,000 viewers**. This success underscores the league’s potential to serve as a valuable platform, especially during a lull in the schedules of the **WNBA** and the **National Women’s Soccer League** (NWSL) [source](https://www.marketingdive.com/news/nwsl-national-womens-soccer-league-embracing-challenger-brand-dna/742447).
#### The Marketing Magic Within
**Alex Bazzell**, the President of Unrivaled, articulated the driving force behind this shift: “**Brands are looking to invest more in women’s sports**. They’re seeing true ROI now, but there’s still limited opportunity to deploy. They want to have touchpoints quarterly, throughout the year, and we fit into a timing where it was a wide-open landscape.” This insight highlights a pivotal moment in marketing where brands can engage effectively with audiences who are hungry for authentic representation.
### Creative Collaborations: Samsung and Unrivaled
#### Embracing Innovation
By launching a league from the ground up, Unrivaled has paved the way for brands to organically showcase their products. **Samsung Galaxy**, serving as both an official technology and presenting partner, provides essential tools for players, coaches, and the league. Their collaboration is not merely transactional; it reflects a mutual commitment to innovation and the empowerment of women in sports.
“We have always been about **innovation**, inventing and reinventing ourselves and breaking boundaries,” explained **Olga Suvorova**, Vice President of Mobile Experience Marketing at Samsung Electronics America. This partnership embodies a shared ethos of challenging traditional norms in sports through **progressive investment in athletes and women’s sports**.
#### Tech Integration On and Off the Court
Samsung’s technology integrates seamlessly into the league, creating an engaging **social-first environment** for fans. Features such as the **Galaxy Game Winner**, which uses slow-motion capabilities of the S25 Ultra smartphone, and the **Galaxy Huddle Cam**, enhancing sound clarity, are just a few examples of how technology enriches fan experiences. “My favorite moment was when the athletes, unprompted, started calling our devices ‘**Sammies**,’” Suvorova recalled, noting how deeply the technology became part of their training and daily life.
### Empowering Athletes as Creators
#### Building Personal Brands
Despite the attractive pay, much of a player’s income in Unrivaled will still stem from off-court opportunities through personal brand sponsorships. Athletes are increasingly expected to navigate the realm of content creation—a skill that requires effort and expertise. Unrivaled is committed to lightening this load by capturing and distributing compelling content for their players.
“Our job is to continue to **grow their brands** because it’s invaluable for leveraging partnerships in this space,” Bazzell emphasized. The impact is evident: collectively, the social media accounts of Unrivaled players saw an **increase of almost one million followers** during the season, reinforcing the league’s role in enriching their digital presence.
### Beyond Traditional Advertising
#### Cultivating Authentic Engagement
Samsung’s innovative approach also includes integrating Unrivaled into its **Galaxy Creator Collective**, showcasing players like Collier and Stewart as content creators. This strategic move has resulted in a substantial increase in engagement on Samsung’s channels, proving that the partnership generates measurable value.
“It’s beyond just the **logo slap**—it’s beyond traditional advertising,” Suvorova noted. “**Reimagining how we deliver an experience to fans** is going to continue being a priority.” This philosophy not only benefits brands but also elevates the visibility of women’s sports as a whole.
### Conclusion: The Future is Bright for Women’s Sports
As Unrivaled continues to break barriers and redefine how sponsorships are approached, it stands as a testament to the evolving landscape of women’s sports marketing. By forging partnerships based on shared values and innovation, Unrivaled is setting a new standard for how brands can engage authentically with audiences, paving the way for a more inclusive future in sports.
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For further insights into the dynamic world of women’s sports marketing, explore **[Marketing Dive](https://www.marketingdive.com/)** for the latest trends and data.
