Unrivaled signs landmark deal with OneTeam for WNBPA player licensing rights

The GIST: Yesterday, OneTeam Partners — an agency that represents several pro athlete unions — announced a transformative partnership with 3v3 women’s basketball league Unrivaled and the WNBPA. Through the agreement, Unrivaled now owns group licensing rights for WNBPA athletes, meaning that the league (and its players) can finally capitalize on NIL–driven products and branding.

• The collab not only allows Unrivaled players to profit further while hooping in Miami, but presents an expanded opportunity for brands to team up with athletes for exposure in both leagues. And one.

The details: Through negotiations with OneTeam, Unrivaled paid the WNBPA for group players rights, meaning the league can now sell individual player merch. OneTeam will also become Unrivaled’s licensing agency for trading cards, and is launching a partnership with memorabilia platform The Realest for game-worn items.

The precedent: OneTeam — which also reps the NWSLPA and USWNTPA — negotiated a deal between these three player associations and Google Pixel last year. While men’s unions like the NFLPA have secured plenty of corporate partnerships, it’s newer on the women’s side, and this Unrivaled partnership for licensing rights is in a league of its own.

• Rather than promoting a typical commercial product or service, Unrivaled is paying the WNBPA for the rights to further market the players in its own league, which drives value and profits. Remarkably, W players hardly profit from their likeness due to minimal revenue sharing, but Unrivaled players do bank 15% of league revenue.

Zooming out: Through this deal, WNBA players don’t just earn higher salaries in Unrivaled — they can profit considerably from their popularity in the league, which could lead to similar changes in the W. The deal also builds Unrivaled’s value immensely, especially as partnerships with the new league become even more enticing for brands.

• Companies that partner with Unrivaled are getting access to a league with substantial athlete buy-in that can now better reward its players. And for brands that want year-round exposure, they may consider partnering with players directly to access both WNBA and Unrivaled audiences. Lovin’ it.