Amid $40M Loss, WNBA Faces New Threat from Unrivaled as 3×3 League Brings Exciting Opportunity

Unrivaled isn’t just any startup league. Breanna Stewart and Napheesa Collier’s bold move with the 3-on-3 format carries a futuristic vision. With a $100 million broadcast deal and marquee sponsors like Wilson, Samsung, and Ally Financial backing them, the league has already become an echoing name before playing a single game. But they aren’t done spreading the word just yet.

They’ve just announced a selection of sports bars across the country that will be hosting watch parties throughout the season. And get this — each of these bars will be receiving “watch party kits” to stream every single game of the 2025 Unrivaled season, right in time for their debut. Sounds exciting!

But maybe not for the WNBA. Hosting watch parties at sports bars is nothing new for the W. They have explored the scenes before, including at one of the sites Unrivaled now includes in its list. But with the new league stepping into the game, they know the community-building that stems from here.

The potential of a growing audience here could give the W some serious competition. But the league has more to watch. While Unrivaled is also standing sturdy with about $28 million in investment, WNBA’s struggling with a $40 million loss in 2024.

All of this comes despite what’s been a record-breaking campaign for the WNBA. From viewership to attendance, the league’s standout draft class—led by Caitlin Clark—helped elevate the season. Even the WNBA Finals between the Lynx and Liberty had the highest viewership in 25 years across ESPN platforms.

The regular season also became the most-watched in the last 24 years by the end of September. But, as much as engagement has grown, the numbers still don’t translate into profitability for the WNBA. “The WNBA owes the NBA so much we won’t see any windfall for years,” shared an NBA team executive in an interview with the New York Post.

According to the NBA commissioner back in 2018, the WNBA has been averaging a loss of around $10 million annually since its inception. But here’s the kicker—it’s not quite what you might think.

Despite struggles, WNBA and Unrivaled walk hand in hand towards the future

No doubt, Unrivaled will be tough competition for the WNBA during the offseason. But that’s not really the target for Unrivaled and its founders. Recently, when Alex Bazzell, the president of the newly formed 3×3 league was asked about their ambitions, his response was more than just about sports strategy.

He emphasized that the league’s intention is to stand alongside the WNBA as a premier option for players. Bazzell clarified his position, explaining that he wants Unrivaled to become the go-to destination for collegiate players.

“We don’t look at this as trying to be a thorn in the WNBA’s side just because of how rapidly it’s growing. We only want to help that. I think indirectly we help each other a lot. We’re not here unless the WNBA is growing the way it is,” he explained.

Believe it or not, Unrivaled is unique in its own way. Every game in its inaugural season, starting in just two days, will be nationally televised during prime time on TNT, Max, and truTV. With players like Angel Reese and Arike Ogunbowale on the roster, the league will also feature a high-tech arena in Miami.

But Unrivaled isn’t the only one supporting the WNBA. The existing women’s league isn’t necessarily at odds with the new league. WNBA Commissioner Cathy Engelbert has expressed her support for Unrivaled, viewing it as an opportunity for players to earn money domestically rather than heading overseas in the offseason.

What do you think will happen to the WNBA?