The world of women’s basketball is on the cusp of a significant transformation, largely thanks to the emergence of the startup league Unrivaled. Recently announced partnerships and player signings have piqued interest, with the league establishing a secure footing in the landscape of professional sports. The announcement of a multiyear deal with Under Armour as its official uniform partner marks a pivotal moment in not only the league’s journey but also in Under Armour’s strategic rebranding. This new partnership serves as an endorsement of the league’s credibility and potential.
Under Armour’s endorsement showcases their commitment to promoting women’s sports. The deal, which provides all players, coaches, and staff with top-tier performance apparel, extends beyond mere aesthetics. Sean Eggert, Under Armour’s senior vice president of global sports marketing, expressed his enthusiasm for the collaboration, indicating that this partnership is set to elevate the expectations of women’s basketball on a global stage. By committing to such an initiative, Under Armour is positioning itself as a key player in not only the athletic gear market but also in driving forward the narrative of female athletes achieving larger recognition.
This partnership comes on the heels of significant player signings, with Unrivaled reportedly securing 36 top athletes by offering enticing financial incentives, including equity stakes. This strategic move addresses a long-standing issue in the women’s game—the inadequate pay that has historically driven many players overseas during the offseason. The average starting salary for a WNBA player, currently at about $64,154, is far from sufficient to sustain a lucrative professional career solely in the U.S. Unrivaled’s promise of the highest average salaries in the history of women’s professional sports may finally help retain homegrown talent and increase the visibility and viability of women’s basketball as a sustainable career.
A New Era for Under Armour
For Under Armour, the Unrivaled partnership has additional implications. The company has recently seen a tumultuous shift in management, with founder Kevin Plank resuming leadership as the brand seeks to recalibrate its strategy. The turnover in executive leadership reflects broader struggles within the brand to maintain competitiveness and profitability. However, with a renewed focus on female athletes and their needs, Under Armour is driving towards a more inclusive approach. The turn towards targeting women’s sports can be interpreted as an attempt to carve out a niche in a market that is rapidly gaining traction.
The inaugural season of Unrivaled is set to kick off on January 17 in Miami, and the excitement surrounding it is palpable. By positioning itself as a league that prioritizes the needs and recognition of female athletes, Unrivaled has quickly became a compelling alternative for players who previously had little choice but to seek opportunities abroad. The combination of financial and structural support, complemented by Under Armour’s robust backing, indicates a promising future for the league, and by extension, for women’s basketball at large.
While the future looks bright, both Unrivaled and Under Armour face significant challenges ahead. Under Armour must maintain its commitment to premium branding while also engaging the vast base of female athletes historically overlooked by major sportswear companies. Unrivaled will need to consistently deliver on its promises of financial support and visibility while navigating the competitive landscape of women’s sports leagues. If they succeed, they could reshape the dynamics of professional women’s basketball, elevating female athletes to a stature they rightfully deserve.
The collaboration between Unrivaled and Under Armour signals a transformative moment in women’s sports. The potential impact on athletes and the industry is enormous, and with both entities poised for growth, the coming months will be crucial in determining whether this new venture can realize its ambitious goals.