In an intriguing development within the realm of women’s professional sports, the startup basketball league Unrivaled is assembling a significant framework. This initiative gained attention with its announcement of a multiyear collaboration with Under Armour, which will serve as the official uniform partner and performance outfitter. This deal comes on the heels of several strategic player signings and a recent media broadcast arrangement with TNT Sports, marking a pivotal moment for the league. While the financial dimensions of the agreement remain undisclosed, it’s clear that Under Armour’s involvement will enhance the league’s visibility and provide critical resources for its athletes.
Sean Eggert, Under Armour’s senior vice president of global sports marketing, articulated the excitement surrounding this partnership, emphasizing the company’s commitment to elevating female athletes in a professional setting. Under Armour’s commitment extends beyond uniforms, promising performance apparel and accessories that cater to players’ needs both on and off the court. This collaboration signifies a shift in sponsorship strategies within women’s sports, showcasing an eagerness to invest in platforms that promote female athleticism.
Unrivaled is not just a league; it is a sanctuary for aspiring WNBA stars and a platform for showcasing their talents during the offseason. With an inaugural season set to commence on January 17 in Miami, the league aims to cultivate an environment where female athletes can thrive domestically instead of feeling compelled to seek opportunities overseas. Historically, many WNBA players have had to expatriate for competitive play during the offseason, often leading to financial strain given that the average starting salary in the WNBA, as reported by ESPN, is $64,154.
By signing 36 elite players and offering unparalleled financial incentives—including equity stakes in the league—Unrivaled is poised to provide a viable solution for female basketball players looking to enhance their career trajectories. This not only signifies a strategic move for player polices but also positions Unrivaled as a pioneering entity in women’s professional basketball, boasting the highest average salaries in the history of women’s leagues.
Under Armour’s Strategic Shift
While Unrivaled makes significant strides, Under Armour is concurrently navigating a complex landscape of corporate challenges. The company, based in Baltimore, has embarked on a turnaround strategy under the leadership of Kevin Plank, who returned as CEO earlier this year following a tumultuous period marked by high executive turnover. Previous CEO Stephanie Linnartz’s strategies—focused on marketing towards female athletes and enhancing product offerings—were temporarily sidelined as Plank redirected the company’s focus back to its core male demographic.
This refocus comes during a time when Under Armour is striving to reclaim its standing within the competitive athletic apparel market. The company has struggled to maintain growth, often relying on promotional strategies rather than developing a sustainable pricing model. Nevertheless, recent financial reports indicate signs of recovery, as Under Armour has uplifted its annual profit forecast, suggesting that the turnaround is gaining momentum. However, the stark reality remains that the stock value sits approximately 81% lower than its peak in September 2015.
The partnership between Unrivaled and Under Armour reflects a broader inclination to invest in the burgeoning sector of women’s sports, a move that could potentially rejuvenate Under Armour’s brand while simultaneously elevating the profile of women athletes. The brand has long had a history of supporting women’s basketball, extending partnerships with prestigious programs like the University of South Carolina and Notre Dame.
Eggert’s reaffirmation of Under Armour’s commitment to women’s sports highlights a renewed focus that aligns with the increasing excitement surrounding female athletics. As Unrivaled gears up to launch its inaugural season, it stands at the intersection of opportunity and change, poised to make significant strides in the landscape of women’s basketball. The league not only aims to empower athletes but also fuels a growing narrative that women’s sports deserve recognition, sponsorship, and, above all, visibility on par with their male counterparts.
Unrivaled represents a transformational symbol for women’s professional basketball, and its collaboration with Under Armour taps into the zeitgeist of the sporting world, promising to deliver not just high-performance apparel but also an inspiring narrative for the future of women in sports.