The game that changed more than basketball
When Unrivaled launched its women’s 3-on-3 basketball league in 2023, it wasn’t just another attempt to fill a gap in the sports calendar. It was a movement. And like all great movements, it came with bold ideas and a sharp eye for long-term value, not just for the athletes, but for the brands that chose to believe in something new.
From the start, Unrivaled wasn’t offering space for logos on jerseys or background banners. What it really offered was a blank canvas for brands to become part of something meaningful. And those that saw the vision early, names like Samsung Galaxy, Under Armour, Wayfair, Ally, and Sprite, were rewarded not just with exposure, but with genuine relevance. Unrivaled’s brand partnerships were built on shared purpose, not just airtime.
Why most brand deals fall flat, and why these didn’t
Most sports sponsorships follow a familiar script: slap a logo on the court, maybe throw in a branded hashtag, and hope for engagement. It’s flashy, sure, but often forgettable. Unrivaled flipped the script by asking a deeper question: What if brands could be part of the story?
Take Wayfair, for example. Instead of simply sponsoring, they helped furnish the apartments where players lived. That’s not just marketing, it’s building a lived-in relationship with the league. Samsung went even further by making its tech part of the game itself. Devices weren’t just handed out for photo ops, they were used in real-time during games, training, and even off-court social content. That level of thoughtful integration is what sets Unrivaled’s brand partnerships apart from the start.
By the end of the season, the league brought in over $27 million in revenue. That’s a huge win for a first-year league, especially one built from the ground up. For brands, it wasn’t just a smart investment; it was proof that human-first partnerships can outperform traditional ad placements.
The timing was smart, but the execution was smarter
One of the cleverest parts of Unrivaled’s strategy was launching in the winter, right when most women’s leagues are off-season. That move carved out an entirely new marketing window for brands who wanted to stay active all year. But it wasn’t just about timing—it was about storytelling.
Each brand that joined had a role to play. They weren’t just sponsors, they were characters in a bigger narrative about redefining women’s sports. That emotional connection showed up everywhere: in-game features, behind-the-scenes videos, and authentic social media content that didn’t feel scripted. This is where Unrivaled’s brand partnerships really shined.
They weren’t cookie-cutter campaigns. They were layered experiences. Brands weren’t just seen, they were felt.
Athletes as creators, not just players
One of the most forward-thinking parts of Unrivaled’s approach was how they supported their athletes as creators. In today’s world, a player’s value doesn’t stop when the buzzer sounds. Social media presence, personal branding, and creative storytelling have become key parts of an athlete’s toolkit, and Unrivaled understood that from the beginning.
Throughout the season, players’ combined social media accounts grew by nearly a million followers. That kind of growth doesn’t happen by accident. It happens when you treat athletes as full humans, with stories, voices, and platforms worth nurturing. By helping players create content and connect with fans, Unrivaled made sure that its brand value didn’t just live in the arena; it traveled with the players, wherever they went.
This strategy paid off big for Samsung, too, whose engagement skyrocketed thanks to content created in partnership with the league. Whether it was using slow-mo smartphone features during key plays or capturing candid moments in locker rooms, the partnership didn’t feel forced, it felt fun. And that’s the magic formula most brands miss.
What entrepreneurs and marketers can take from this
If there’s one takeaway from all of this, it’s that Unrivaled’s brand partnerships weren’t about being seen; they were about being involved. That’s a lesson any business, whether a global brand or a local startup, can learn from.
Instead of asking, “How can we get our name out there?”, the better question might be, “How can we become part of something real?”
Today’s consumers are smart. They can spot performative branding from a mile away. But what they want, what they respond to, is authenticity. That means creating partnerships that don’t just sell, but serve. Add value to someone’s life, and they’ll remember you. Use their favorite sport as a stage to do that, and they’ll become fans of your brand too.
The future is built on connection, not clout
Unrivaled is a new league, but it’s already showing us a new path forward. A path where brands don’t promote, they connect. A path where players don’t perform, they build. And a path where marketing isn’t about screaming louder, it’s about appearing on purpose.
Unrivaled’s brand collaborations prove that effective storytelling, shared values, and human-centered design aren’t buzzwords; they’re business strategies that resonate. They generate real revenue, grow real audiences, and forge real loyalty.
For anyone looking to build something, be it a brand, a campaign, a marketing strategy or a community, this is the playbook to learn from.
FAQ’s
- How did Unrivaled make their brand partnerships feel more authentic?
They focused on shared values and integrated brands into the league’s culture, making collaborations feel like genuine parts of the experience rather than just advertisements - What were Unrivaled’s online marketing tactics in engaging fans?
They leveraged social media by developing behind-the-scenes content, focusing on the players’ stories, and asking the players to share their stories, developing a stronger bond between them and the audience. - What can other brands learn from Unrivaled’s approach?
By aligning with like-minded partners and by creating experiential marketing that resonates with their audience on an emotional level, brands can form more valuable and successful partnerships.