Adam Minter, Columnist

Unrivaled Could Teach the NBA How to Win Back Its Fans

Men’s basketball has a viewership problem because the games are too drawn out. It should take some pointers from the new women’s league.

January 20, 2025 at 12:00 PM UTC

By Adam Minter

Adam Minter is a Bloomberg Opinion columnist covering the business of sports. He is the author, most recently, of “Secondhand: Travels in the New Global Garage Sale."

Let’s not drag this thing out.
Photographer: Matthew Stockman/Getty Images

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On Friday, Unrivaled, a new 3-on-3 women’s basketball league, made its debut. To attract players, it offers the highest average salary in women’s team sports, as well as first-class facilities on par with the National Basketball Association’s. For fans, the league plays a fast-paced, free-flowing version of basketball that empowers players to show off their skills.

It’s a winning combination, and Unrivaled should inspire positive changes in the WNBA and women’s sports in general. But it’s not just women’s sports leagues that should be paying attention. The NBA should watch, too. As it deals with flagging viewership, the men’s league can learn a thing or two from Unrivaled that will help it keep and grow an audience.