Unrivaled, the 3×3 professional women’s basketball league that launched earlier this year, has expanded its partnership with Sephora, with the US beauty retailer securing naming rights to its headquarters.
Under the expansion, Unrivaled’s dedicated venue in Miami, Florida, has been renamed Sephora Arena.
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The beauty brand will continue to provide the league with makeup artists for all Unrivaled athletes and expand its player gifting program, while increasing its behind-the-scenes content creation.
Jessica Stacey, Sephora’s senior vice president of external communications, experiential and marketing partnerships, said: “We’re proud to deepen our partnership with Unrivaled as we enter a second season together and expand our commitment as the naming rights partner of the league’s new arena.
“From day one, our relationship with Unrivaled has always been rooted in shared values, including championing players both on and off the court, celebrating excellence, and advocating for equity within our communities – and we’re excited to continue building on this momentum in the months to come.”
The expanded agreement builds on Sephora’s original sponsorship struck earlier in 2025, which saw the company become the league’s official and exclusive beauty partner.
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By GlobalDataUnder that deal, Sephora gained on-court signage and branding in the arrival hall for player entrances, while launching several activations during the league’s first season.
The new partnership comes as Unrivaled prepares to stage its second season from January 5 to March 4, 2026, with an additional two clubs, Breeze BC and Hive BC, joining the original six clubs from season one.
Earlier this year, the league was valued at $340 million following a Series B investment round led by Bessemer Venture Partners.
Among the notable investors that joined in the round were Serena Ventures, the venture capital firm owned by tennis legend Serena Williams, with media giant Warner Bros. Discovery (WBD), and former US women’s soccer star Alex Morgan's Trybe Ventures, building on their previous investments in the league.
Unrivaled's Series B round also includes investment from NBA players Trae Young, Franz Wagner, and Moritz Wagner, University of Maryland president Darryll J. Pines and Sylvia Pines, sports executive Sam Rapoport, and the Next Legacy Partners investment firm.
Unrivaled’s oversubscribed Series A investment round last December included several high-profile athlete investors such as NBA superstars Stephen Curry and Giannis Antetokounmpo, and tennis star Coco Gauff.
The Berman Family led the Series A funding round. It included investments from Linda Henry, co-owner/chief executive of Boston Globe Media and partner at Fenway Sports Group, Olympic gold medalist Michael Phelps, three-time NCAA champion head coach Dawn Staley, and WBD.
That round also included investment from the Avenue Sports Fund, the sports investment arm of the Avenue Capital group, led by Marc Lasry.
The league’s investor group already features several former US athletes such as Megan Rapinoe, Carmelo Anthony, and Steve Nash, as well as businessman Gary Vaynerchuk and media executives Ann Sarnoff, John Skipper, and David Levy.
Unrivaled, founded by WNBA stars Breanna Stewart and Napheesa Collier, will tip off its second season in January 2026.
