Micky Lawler, commissioner of Unrivaled Basketball, a three‑on‑three women’s professional league, recently outlined how the circuit has transformed from a niche idea into a major platform for elite female athletes.
From the WTA to a new playing field
Lawler spent more than two decades in senior roles at the Women’s Tennis Association and at Octagon, where she oversaw the business side of tennis. Her experience in negotiating broadcast deals and cultivating sponsorships has been pivotal in positioning Unrivaled Basketball as a commercially viable venture.
The league has quickly drawn a roster of marquee talent, including Paige Bueckers, Angel Reese, and Kelsey Plum, who have embraced the fast‑paced, high‑visibility format. Alongside the players, blue‑chip sponsors such as Sephora and State Farm have signed on, lending the league financial stability and broader cultural relevance.
Looking ahead
Lawler sees a clear pathway for Unrivaled Basketball to coexist with the WNBA, offering players an alternative stage while the WNBA continues to expand its own footprint. She highlighted growth areas such as digital streaming, international outreach, and community engagement as key priorities for the next phase of development.