PHILADELPHIA — As winter settled in, fans in a range of gear — from New York Liberty beanies dusted with sea foam to vibrant rainbow scarves — made their way to the South Philadelphia stadium complex. Among them was a determined fan in a black windbreaker more suited for Florida’s weather, who emerged from a SEPTA Metro B train platform and led a crowd into the biting cold.
Outside the station, an older man asked if the Flyers were playing, unaware the night held something far more historic: a groundbreaking women’s 3×3 basketball league event at Xfinity Mobile Arena. Founded by WNBA stars Brianna Stewart and Napheesa Collier, this league drew an unprecedented 21,490 fans Saturday night—breaking records set by both the Backstreet Boys’ 1999 concert and Michael Jordan’s last Chicago Bulls game. This marked the highest attendance ever for a women’s basketball regular-season game in the U.S., surpassing even Caitlin Clark’s rookie-era finale.
This crowd was more than 20 times the typical size at the small Soundstage Arena in Medley, Florida, and eightfold the average TV audience of 172,000 for recent Unrivaled doubleheaders. Even before the league’s debut, Unrivaled had planned to spotlight women’s basketball and the dynamic small-court 3×3 style in Philadelphia, enhancing the sport’s visibility and appeal.
Philadelphia has become a testing ground for barnstorming leagues showcasing the passion for women’s basketball and fostering a strong sense of community, a facet Unrivaled has leveraged well. “It’s exciting to see this strategy come to life,” said Unrivaled President Alex Buzzell, “but honestly, we didn’t foresee such an early surge of enthusiasm.”
Nine-year-old Julia Hunter was one of many fans who arrived early, watching players clad in Unrivaled and WNBA gear enjoy mechanical bull rides at the nearby Stateside Live! venue. Her younger sister, Alexis, tried to get a better view amidst the lively crowd, where food and drinks flowed freely. The atmosphere carried a sense of pure joy and connection — even fans sporting jerseys from the defunct 1998 Philadelphia Rage women’s team made an appearance.
The Hunter family had traveled two hours from Washington, D.C. decked out mostly in UConn apparel. Lisa Hunter’s husband, a native of Connecticut who grew up during the Rebecca Lobo era, gifted them tickets as a Christmas surprise. Lisa, an avid follower of UConn’s WNBA players, mentioned that Unrivaled filled the void during the league’s relatively long off-season.
While Unrivaled’s overall TV viewership has dipped from last year’s average of 208,000, it has steadily climbed week-by-week, reaching 172,000 before the Philadelphia event. Buzzell attributed this dip to an early season start to accommodate the FIBA Women’s World Cup qualifiers, which put their games in direct competition with NFL and college football broadcasts. “This fluctuation is expected and part of a long-term balancing act,” he explained.
Lisa Hunter’s interest in the league grew because of admiration for both Stewart and Collier — not only as outstanding players but also as supportive leaders and mothers advocating for maternity protections and empowering women athletes. She highlighted the sponsorship deals with brands like Sephora, reflecting a significant trend where 73% of women align purchases with their personal values.
Fan favorite Paige Bueckers put on a stellar display, leading the game with 23 points as her clutch mid-range shots kept the match competitive throughout. The crowd roared with excitement each time she scored, celebrating her final basket as enthusiastically as Kelsey Plumb’s game-winning layup.
The evening generated around $2 million in total league revenue, including $1 million from ticket sales and $400,000 solely from arena merchandise—an impressive feat underscoring growing fan engagement. The crowd’s energy peaked when Marina Mabry famously resisted confrontation on the court, choosing to keep her composure during physical play. Instead of facing a “signature crash out,” Mabry stunned with an extraordinary 47 points in a nearby game, including 27 in the first quarter, setting a new league record.
Her rapid-fire shooting electrified the audience, with four 3-pointers in just 80 seconds, leaving the arena buzzing. The crowd’s roaring celebration continued as the Lunar Owls secured a significant upset against the reigning champions, with Skylar Diggins rallying fans and sharing a joyful moment with her children post-game. Co-founder Collier, though sidelined by injury, expressed immense happiness at the growing success.
As the night wrapped up, fans lined up for merchandise—often sold out online—and players began strategizing for future games, including potential stops in cities like Nashville, Houston, and even at UConn. The players’ hometown connections shone, with local stars serving as guides and sharing poignant stories about their upbringing and deep ties to basketball in Philadelphia.
Notably, sisters Chelsea and Sierra Cobb flew from Hawaii specifically for the tour, investing heavily in a trip rooted in both basketball fandom and sisterhood. They praised the players’ bravery in standing up for social justice, pointing to experiences of sexism and political activism, including expressions of support amid recent national events.
The night also highlighted ongoing WNBA collective bargaining negotiations taking place behind the scenes, with influential Unrivaled players like Collier and Stewart involved. Despite these complex dynamics, Unrivaled’s Buzzell emphasized cooperation, noting the league does not intend to compete with the WNBA but rather complement it by focusing on a shorter schedule with top-tier resources.
Looking ahead, Buzzell envisions expanding to four to six tour stops next year, maintaining a balance between player well-being and fan engagement. Philadelphia’s successful hosting has set a high bar, reinforcing the league’s goal of involving cities that embrace women’s basketball passionately.
As fans left the metro station later that night, curiosity about the new league was palpable—even those unfamiliar with Unrivaled were eager to learn more, hinting at a growing base of support.
Fan Take:
This milestone event by Unrivaled is a game-changer for WNBA fans, illustrating the rising popularity and visibility of women’s basketball beyond traditional formats. It signals a promising future for the sport, with innovative leagues expanding opportunities for players and attracting passionate new audiences who crave more inclusive and dynamic basketball experiences.
