Unrivaled partners with Under Armour for uniforms, igniting league excitement
- Unrivaled has signed a long-term deal with Under Armour as its official uniform partner.
- The league will provide opportunities for WNBA players during the offseason to play in the US.
- This partnership signals Under Armour's strategic focus on the women's athletic market.
In the United States, the startup basketball league Unrivaled has made significant strides in its development by signing a multiyear partnership with Under Armour, which was announced recently. This partnership allows Under Armour to rise as the official uniform and performance outfitter for the league, signaling the company's commitment to women's sports, particularly basketball. With its inaugural season commencing on January 17 in Miami, the league has been established to cater to WNBA stars who are looking for opportunities to play during the offseason, breaking away from the previous norm of overseas play. Unrivaled is poised to become a notable destination for female athletes, offering competitive salaries that are claimed to be the highest in women's professional sports history. Financial specifics of the Under Armour deal haven't been revealed, but it is understood that players, coaches, and staff will receive performance apparel and accessories. Moreover, players without existing shoe endorsements will have access to Under Armour basketball shoes, along with custom product creation opportunities. The league's recent achievements, including major player signings and a media broadcast deal forged in October with TNT Sports, underscore its growing influence in women's basketball. This endeavor comes as Under Armour is undergoing a turnaround strategy initiated by founder Kevin Plank after he reassumed leadership in March. Historically, the brand has struggled against its competitors, and the partnership with Unrivaled may represent a shift toward emphasizing women athletes as a lucrative market. Under Armour has previously supported women's basketball at various competitive levels, and this partnership appears to be a continuation of that investment at the professional level. With the league backed by numerous investors and aiming to establish a solid foundation, it is becoming increasingly clear that the women’s sports sector is gaining traction and recognition in the sports industry.