Unrivaled is rewriting the business of women’s basketball - Masters of Scale Recap

Podcast: Masters of Scale

Published: 2026-02-24

Duration: 21 min

Summary

Unrivaled, the professional three-on-three women's basketball league co-founded by WNBA stars, is reshaping the sports landscape by focusing on player-centric models and brand storytelling. Commissioner Mickey Lawler discusses the league's growth and its complementary relationship with other women's sports leagues.

What Happened

In this episode, Bob Safian sits down with Mickey Lawler, the commissioner of Unrivaled, to explore the innovative approach the league is taking in the world of women's basketball. Unrivaled stands out not just for its unique three-on-three format but also for its player-centric focus, which aims to elevate the visibility and financial opportunities for female athletes. With sponsors like Sephora and Samsung, the league is quickly becoming a notable player in the sports ecosystem, attracting an engaged fan base both in person and on television.

Mickey shares her insights on the timing of Unrivaled's launch, noting the surge in interest in women's sports, particularly with figures like Caitlin Clark gaining prominence. She highlights the importance of providing financial alternatives for players, especially when many WNBA athletes still seek off-season work to sustain their careers. By offering equity and a platform for brand storytelling, Unrivaled is not only enhancing the players' income potential but also fostering a vibrant community that supports the larger ecosystem of women's sports. The conversation also delves into how the league's structure allows for more direct engagement with players, contrasting it with her previous experience at the WTA, where navigating the interests of a broader player base presented different challenges.

Key Insights

Key Questions Answered

How is Unrivaled different from the WNBA?

Unrivaled operates independently from the WNBA, focusing on a unique player-centric model. Lawler explains that while both leagues share players and media partners, Unrivaled emphasizes deepening player engagement and brand participation from the start, offering real equity opportunities. This approach contrasts with the WNBA's structure, where players have to navigate more complex relationships with owners and tournaments.

What challenges does Unrivaled face as a startup league?

As a startup, Unrivaled must navigate the complexities of building a new league in the public eye. This includes attracting sponsors, expanding facilities, and growing the fan base while ensuring players remain a focal point. Lawler acknowledges that the league's clean slate allows for innovative strategies but also presents the challenge of establishing a robust ecosystem that supports both the league and its players.

What role do sponsors play in Unrivaled’s success?

Sponsors are crucial to Unrivaled's growth, providing financial support and enhancing the league's visibility. With notable partners like Sephora and Samsung, the league can invest in marketing and player development. Lawler emphasizes that as Unrivaled grows, the benefits extend to the players, allowing them to tell their brand stories and gain exposure, which is vital for their individual careers.

How does player equity impact Unrivaled's business model?

Player equity is a cornerstone of Unrivaled's business model, as it aligns the interests of the athletes with the success of the league. By offering equity, players become stakeholders in the league's growth, motivating them to promote their stories and the league itself. Lawler highlights that this model fosters a collaborative environment where the players’ success translates directly into the league’s prosperity.

What lessons from tennis apply to building Unrivaled?

Lawler draws on her extensive experience in women's tennis to inform her leadership at Unrivaled. She discusses the importance of player involvement in brand storytelling, a lesson she learned while working with the WTA. However, she notes that the dynamics in basketball differ, allowing for a more immediate and engaged approach to media and sponsorship, which is essential for the growth of a new league.