Masters of Scale Unrivaled is rewriting the business of women’s basketball
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Feb 24, 2026 
Micky Lawler, former WTA chief and now Commissioner of Unrivaled, a player-built three-on-three women's basketball league. She explains how Unrivaled launched amid rising interest in women’s sports. They cover player pay and equity, sponsor activations with Sephora and Samsung, touring and sold-out stops, unique one-on-one formats, and player-focused amenities and branding.
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Player Founded League Puts Athletes First
- Unrivaled was founded by players to build a player-centric league that amplifies athlete brands and control.
- Micky Lawler notes Brianna Stewart and Nafisa Collier co-founded it and she joined after retiring from the WTA to scale a fresh startup model.
Equity Drives Player Promotion And Social Buy In
- Giving players equity and clear stakes accelerates buy-in and promotional activity.
- Lawler explains players quickly embraced social and brand storytelling because growth directly benefits their equity and exposure.
Building A Sephora Arena Designed For Players
- The Sephora Arena is designed for fan intimacy and player needs, creating a joyful viewing experience.
- Lawler lists glam rooms, weight rooms, childcare, saunas, infrared recovery and top training staff as player-focused investments.