In this article, the pieces are coming together for the startup basketball league Unrivaled. The 3×3 women’s hoops league recently announced a multiyear deal with Under Armour to be its official uniform partner and performance outfitter. This agreement follows the league’s recent player signings and a media broadcast deal with TNT Sports in October.
Under Armour will provide all players, coaches, and staff with performance apparel and accessories for on and off the court. Sean Eggert, Under Armour’s senior vice president of global sports marketing, expressed excitement about outfitting top women’s basketball players in the world on this new platform.
Players without an existing shoe deal will have access to Under Armour basketball footwear options. Additionally, players will have the opportunity to create custom products. Unrivaled is set to begin its inaugural season on January 17 in Miami, positioning itself as a premier destination for WNBA stars to play during the offseason in the U.S.
Historically, WNBA players have sought opportunities overseas during the offseason to supplement their income, given the starting salary in the WNBA is $64,154. Unrivaled has attracted 36 top players by offering competitive financial incentives, including equity, and boasts the highest average salaries in women’s professional sports league history with support from various investors.
Under Armour’s partnership with Unrivaled reflects the company’s strategic focus, particularly as it navigates a turnaround under founder Kevin Plank’s leadership. The brand has faced challenges in recent years, prompting a shift towards becoming a premium brand and reducing discounting to enhance profitability and demand.
Despite recent positive financial results, with an improved profit forecast, Under Armour’s stock remains significantly below its peak in 2015. The collaboration with Unrivaled underscores the company’s commitment to investing in female athletes and leveraging the growing interest in women’s sports to revitalize the brand.
Under Armour has existing partnerships with prominent women’s college basketball programs like the University of South Carolina, Notre Dame, Maryland, and Utah. Eggert emphasized the brand’s longstanding support for women’s basketball across all levels, from grassroots to professional leagues.
