Unrivaled, the newly launched 3-on-3 women’s basketball league, just took a major step toward expanding its brand and financial opportunities. On Thursday, the league announced a licensing deal with the WNBA Players Association (WNBPA). They also announced an agreement with OneTeam Partners. This is the organization that facilitates group licensing agreements for major pro sports unions. This agreement grants Unrivaled the ability to sell merchandise featuring the names, images, and likenesses (NIL) of its players. This was an opportunity it formerly lacked.
A Game-Changer for Player Merchandising
Traditional leagues have city-based teams. Unlike these, Unrivaled operates under a player-first model. Fans follow individual stars rather than regional franchises. The league couldn’t capitalize on this structure until now. They were unable to sell player-branded merchandise because those rights were exclusively held by the WNBPA.
“When players sign their WNBA contracts, they also sign with the union. This allows them to exclusively monetize their group licensing,” Unrivaled President Alex Bazzell explained. “We wouldn’t be able to do those things without it.”
With the new agreement in place, Unrivaled can finally produce and sell personalized player jerseys. They can also offer memorabilia, which are key revenue drivers for any professional sports league. The move aligns with the league’s vision. It focuses on creating a player-centric basketball experience. This appeals to fans through its biggest stars.
New Revenue Streams on the Horizon
The licensing deal opens the door to a variety of new products, including jerseys, collectibles, and game-used memorabilia. The league has already partnered with The Realest, a sports collectibles authenticator, to ensure authenticity for fans purchasing exclusive items.
One immediate example of this shift was a limited-edition T-shirt. It celebrated co-founder Napheesa Collier’s one-on-one tournament victory. It was quietly listed before Thursday’s announcement. Now that Unrivaled has secured full group licensing rights, they have the green light. They can roll out a full slate of player merchandise.
A Broader Impact on Women’s Basketball
The WNBPA has long prioritized expanding group licensing rights for its players. This effort dates back to veteran stars like Tamika Catchings and Swin Cash. They advocated for greater monetization opportunities. Terri Jackson is the executive director of the WNBPA. She views the Unrivaled deal as another step. It moves toward fully leveraging player rights across multiple platforms.
“This is a sign of the players’ association’s responsibility to its players—to monetize the rights fully,” Jackson stated. “Their group rights don’t need to be limited to WNBA-only associated products.”
Beyond merchandise, Unrivaled has also challenged the WNBA on player treatment and facilities. The league’s high-end amenities include childcare services, spa treatments, and top-tier accommodations. These have raised the bar for how professional women’s basketball should run.
As the WNBA prepares to negotiate a new collective bargaining agreement (CBA) after its historic $2.2 billion media rights deal, Unrivaled’s influence continues to grow. With its new licensing deal in place, the league has solidified itself as more than just an offseason attraction. It is an innovative force reshaping the future of women’s basketball.
