Overview
Unrivaled, the new 3-on-3 women's basketball league, signed a group licensing deal with the WNBA players union and its licensing partner, finally allowing it to sell player-branded merchandise and collectibles. The agreement unlocks new business opportunities for the league and reflects a broader player empowerment movement within women's sports.
Background: Unrivaled and Licensing Barriers
- Unrivaled needed a deal with the WNBPA before selling player-specific merchandise like jerseys and collectibles.
- All Unrivaled players are also WNBA players, and group licensing rights for these athletes were previously held exclusively by the WNBPA.
- Without these rights, Unrivaled could not profit from player NIL (name, image, likeness) products.
- The only prior player-specific item was a T-shirt for Napheesa Collier, made possible only after the new deal.
Details of the New Licensing Agreement
- Unrivaled struck a partnership with OneTeam, which manages group licensing for several pro sports unions.
- Financial terms of the deal were not disclosed.
- The agreement allows Unrivaled to market and sell player-branded products, including jerseys with names and game-used memorabilia.
- The league also announced a new partnership with The Realest, a collectibles authenticator, to enable sales of authenticated memorabilia.
Impact and Reactions
- WNBPA executive Terri Jackson noted the deal fulfills a player-driven push to fully monetize group rights beyond WNBA-specific products.
- Unrivaled cofounders Breanna Stewart and Napheesa Collier, both WNBPA vice presidents, played key roles in league and union leadership.
- The WNBPA is concurrently negotiating a new CBA with the WNBA as media rights and player empowerment gain focus.
Broader Context and Industry Implications
- Unrivaled’s model, without city-specific teams, spotlights individual players and emphasizes the value of player branding.
- The league's innovative approach has pressured the WNBA to raise facility and player service standards.
- The current WNBPA collective bargaining agreement expires at the end of the 2025 season, making licensing and rights a central issue for future negotiations.