Green is the new black

The GIST: Unrivaled — the 3x3 pro women’s hoops league launched by WNBA stars Breanna Stewart and Napheesa Collier — rolled out some game-changing announcements yesterday. The league confirmed an oversubscribed seed round of all-star investors, which enables Unrivaled to offer a six-figure salary that will be the highest in pro women’s sports league history. Banked it.

The league: Launching in January 2025, Unrivaled will be a six-team, 3x3 women’s basketball league featuring 30 players (including 10 WNBA All-Stars) competing in an eight-week season. Stewart and Collier announced the league last summer, and it should become an attractive offseason option for WNBA players that will also further the popular 3x3 format.

• Unrivaled will uniquely offer equity stake to players, which chief brand officer Kirby Porter notes is “in line with the mindset of today’s athletes.” She also said the league will heavily invest in original digital content to capitalize on the NIL influencer buzz that’s been migrating to the pros.

The backers: Unrivaled is gaining traction as a worthwhile investment among seasoned athlete-investors. Alex Morgan, Megan Rapinoe, and Michelle Wie West have all recognized the business opportunity, along with two key industry titans: Former ESPN president John Skipper and former Turner president David Levy will lead media rights and sponsorship talks.

The calendar: Unrivaled is slated to play from January until March, which could overlap with Athlete Unlimited’s (AU) four-week season that tipped off in late February this year. Aside from AU overlap, Unrivaled comes well before the WNBA’s May through October season and 3x3 basketball league BIG3’s 10-week stint from June to August.

• These dates actually give Unrivaled an edge over Ice Cube’s BIG3, which is designed to coordinate with the NBA offseason, not the WNBA’s. You do have options, Caitlin.

Zooming out: As the WNBA flourishes, so will the entire women’s basketball ecosystem. Overtime Select launches its high school league this weekend, AU’s 5-on-5 tournament keeps growing each season, and Unrivaled will offer an unparalleled salary. Keep an eye on how unique game formats outside college and the W interact with each other — and where players land.

The GIST: As the NWSL considers charter flights, it’s worth noting that private travel in pro sports produces an enormous carbon footprint. As sports become increasingly global and women’s sports secure more resources, a new report from the UK women’s soccer space found that 95% of players think the beautiful game must reduce its carbon footprint. Let’s dive in.

🌱 Players are passionate about changing the game to save the planet. With 65% of players saying climate change impacts the sport, the majority desire improved sustainability practices. Reducing plastic waste and limiting domestic flights were the most popular environmental issues, but 53% would still be willing to accept sponsorship from fossil fuel companies.

• This may be front of mind since soccer is more affected by “greenwashing” than any other sport. A 2021 report by the New Weather Institute identified over 250 corporate deals with major polluters spanning 13 sports, with soccer seeing the largest share of them.

📉 They think teams aren’t doing enough. Only 19% of players think clubs are adequately addressing enviro concerns, and a majority think teams should train players and staff on climate issues. Current green initiatives felt “uninspired” to 32%, with one player anecdotally disappointed by the level of participation in Green Football Weekend — which, ironically, included charter flights.

❣️ Athletes believe the women’s soccer community can inspire change. A vast majority think the soccer community can effectively combat climate change, and 96% of players believe they can have a significant influence in raising awareness and promoting sustainable living. Of those surveyed, 85% think they should lead by example with their lifestyles on and off the pitch.

Zooming out: Soccer holds a unique position as a truly unifying global sport, which aligns with increased climate consciousness around the planet, especially outside the U.S. Sponsors tend to prioritize social responsibility and sustainability practices, and should utilize women athletes as brand ambassadors considering the weight they carry as influencers.

• Vegan nutrition brand Gainful had the right idea when it recently tapped Seattle Reign captain — and climate advocate — Lauren Barnes. Green is the new black.

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