Unrivaled, the 3-on-3 basketball league, has faced stiff challenges in its second season, with ratings plummeting to start the year. In its inaugural season, the league drew a sold-out crowd of 870 eager eyes, but now, the excitement has worn off.
The campus just beyond Miami's city limits was quieter during opening weekend of the 3-on-3 league's second season. The fan fest outside was less of a throng and more of a collection of supporters. Inside the renovated arena, seats were empty, with an average of 175,000 viewers tuning in across TNT and truTV for the opening slate on January 5th.
The numbers are concerning for the second-year league, especially when compared to its first season, which averaged 221,000 viewers on TNT across the regular season and playoffs. However, Unrivaled's CEO Alex Bazzell remains confident in the league's outlook, emphasizing that leagues aren't built overnight.
"We're building Unrivaled for the long game and we're proud of the product we're putting on the court each week," Bazzell said. "We're going to continue growing our audience while showcasing the best women's basketball players in the world."
While TV ratings are crucial, Unrivaled has other revenue streams, including ticket and merch sales. In fact, merchandise sales from September through opening weekend were up over 50% year over year, with ticket revenue increasing by 40%.
The league has also expanded its player pool in Year 2, adding new talent while losing some stars. Sabrina Ionescu's injury and Angel Reese and Jewell Loyd's decision not to return have impacted the league's dynamics.
"I think there's a misconception that we don't want to be overseas," said Alyssa Thomas, one of the players who has chosen to play in Unrivaled over Project B, a worldwide 5-on-5 league. "For me it's about where the best opportunity is, where I can continue to grow my future."
Unrivaled's long-term viability will depend on its ability to sustain itself through mobile marketing efforts and other revenue streams. With a six-year media-rights deal with TNT reportedly worth nine figures, the league has some breathing room, but its parent company Warner Bros. Discovery can opt out after three years.
As Unrivaled navigates its second season, it's clear that the league is still evolving and refining its approach. With its sights set on long-term growth, Unrivaled will need to continue innovating and adapting to stay ahead of the competition in the ever-changing mobile marketing landscape.