Coco Gauff’s investment in Unrivaled Basketball, a new three-on-three women’s basketball league, represents a significant development in the growing trend of high-profile athletes supporting women’s sports. Gauff’s involvement not only brings attention to the league but also underscores her commitment to advancing women’s sports.
Unrivaled Basketball’s strategic positioning as a domestic alternative for WNBA players during the offseason addresses key challenges in women’s professional basketball, particularly around player availability and compensation. By offering competitive salaries, equity stakes, and a domestic playing option, the league aims to retain top talent and grow the sport’s popularity in the U.S.
The league’s ability to attract substantial investment from a diverse group of notable figures—including athletes like Giannis Antetokounmpo and entertainment personalities like Ashton Kutcher—highlights its potential and broad appeal. The $35 million raised to date positions Unrivaled for a strong launch, bolstered by its partnership with TNT, which provides valuable exposure.
With a star-studded roster and a format that leverages the growing popularity of three-on-three basketball, Unrivaled has the ingredients to be a disruptive force in women’s sports. Its success could serve as a model for other women’s leagues, demonstrating the viability of innovative approaches to sports management and athlete compensation. Gauff’s investment is a statement of confidence in the league’s vision and a step towards elevating women’s sports to new heights.
