Unrivaled's PR strategy has been a Masterclass of excellence

by ROB KNOX

From developing clear and compelling narratives to building excitement and engagement and smartly collaborating with key influencers, Unrivaled has done everything right as it nears its opening night, Friday, Jan. 17.

They have successfully executed key elements to guarantee a successful season and an engaging fan experience. Sponsorships and activations, like the collaboration with Sephora, are perfectly aligned with the brand. Earlier this week, media day content showcasing players getting glammed up and warmly interacting with one another lit up social media timelines and reels, creating a buzz.

For women's basketball, this league represents both a cultural reawakening and a societal milestone, demonstrating what's possible when, in the famous words of Jon Gordon, "everyone is in the right seat on the bus" and fully embraces the mission with enthusiasm.

My favorite part of everything was how the player announcements were handled. They were so cool. The anticipation of possibly Caitlin Clark being the 36th player lingered, especially when Unrivaled increased from its original plan of 30 players to 36.

It was rolled out over a period of weeks with some secrecy and intrigue as to who that specific player was, a chef's kiss of public relations and marketing collaboration. In building tremendous anticipation, some players were easier than others to guess, but overall, it was fun, and it got people taking notice. The team names are creative as well. I love the Lunar Owls and the Vinyl.

It also helps that some of the biggest names in women's basketball, such as Angel Reese, Jackie Young, Chelsea Gray, Skylar Diggins-Smith, Sabrina Ionescu, and Arike Ogunbowale, will participate in Unrivaled. Every game will be broadcast nationally on TNT, ensuring widespread visibility.

Recently announced that they are heavily investing in the talent to cover the league with accomplished television veterans Lisa Leslie, Renee Montgomery, Taylor Rooks, Allie LaForce, Stephanie Ready, and Ros Gold-Onwude. This stellar crew is poised to capture and document the league's journey with expertise and energy.

As a seasoned public relations professional, I have found the Unrivaled launch to be positive and transformative for the following reasons.

1. They have provided consistent updates and open communication with media, fans, and stakeholders, which has easily established trust and maintained momentum since the league was first announced in 2023. The media policy regarding when Zoom interviews are and who will be available is clear and concise.

2. Unrivaled has already been showcasing the athletes as relatable, inspiring figures through personal stories and interactions, humanizing the league and deepening connections with fans. Incorporating emotional appeal into storytelling is crucial for engagement. Fans want to feel like they know more than just a player's statistics. They want to know what motivates them, what charitable causes resonate with them, and more.

3. Co-founded by Breanna Stewart and Napheesa Collier, Unrivaled has already had numerous celebrity/social media influencers invest in the league, such as Coco Gauff, Alex Morgan and Trybe Ventures, Carmelo Anthony, Giannis Antetokounmpo, Michael Phelps, Ashton Kutcher and Mila Kunis, The Berman Family, and Dawn Staley. This helps expand the league's reach and brings credibility to it.

4. They have ensured that the tone, visuals, and messaging are aligned across all of their platforms. When you see their content, there's no mistake that it's Unrivaled, which is fantastic. As the youngsters like to say, Unrivaled left zero crumbs when it came to successfully executing their public relations, communications, and marketing strategies. They ensured the league's communications were consistent, impactful, and aligned with its goals.

I am looking forward to the league and seeing some high-level 3-on-3 basketball. Unrivaled has ensured that its messaging not only informs but also excites and inspires all stakeholders and consumers. It's clear that Unrivaled produced a masterclass in public relations, and this early success should be studied as a blueprint and saluted.