Unrivaled, the professional women’s 3×3 basketball competition that launched last year, has brought in US-based auto insurance company Geico as its latest sponsor.
As part of the multi-year partnership, Geico will receive placement on the back of all eight Unrivaled club uniforms, representing the company’s first-ever league-wide partnership with a women’s sports property.
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The brand will also serve as the league's official auto, property, and commercial insurance partner.
In addition, Geico will be the presenting partner of the Unrivaled Creator Crew, a season-long initiative featuring a portfolio of creators who will roll out original content and storytelling across multiple tour-stop markets in the league's third season.
The tie-up expands the company’s presence in women’s sports, including recent sponsorships with Unrivaled co-founder Napheesa Collier and incoming Unrivaled athlete and WNBA rookie of the year Olivia Miles.
In recent months, Geico has also partnered with WNBA franchises the Dallas Wings and Minnesota Lynx, respectively.
Matt Drew, Unrivaled's chief revenue officer, said: “This partnership gives us countless opportunities to engage fans in ways that feel authentic to both brands while significantly boosting the league’s exposure through Geico’s sponsorship marketing.”
Geico branding will feature on team jerseys alongside German sportswear giant Adidas, which was unveiled as the league’s official kit supplier last month.
The brand will supply Unrivaled with on-court uniforms and performance gear, apparel for all off-court basketball programming, and an assortment of official licensed merchandise, including jersey and lifestyle collections.
Adidas replaces US sportswear company Under Armour, which was the official uniform partner and performance outfitter for the competition for its second season.
The series' second season – featuring an expansion to eight clubs – ran earlier this year, having made its debut in 2025. Season two saw a boost across areas including ticket and merchandising sales, as well as fan engagement on social media, with games broadcast in the US on the TNT and truTV networks and streamed on Max.
Sponsors secured for the series earlier this year include PwC, Sephora, Thorne, Panini America, and Maker’s Mark.
Ahead of its upcoming third season, which tips off January 8, 2027, Unrivaled secured a fresh injection of capital via a Series C funding effort in August.
The funding round was led by the Ten Pillars Sports Fund, backed by UC Investments, and values the league at $650 million. The player equity pool, meanwhile, is now valued at close to $200 million.
Other Series C investors include current and former NBA basketball stars Trae Young and Carmelo Anthony, basketball coach Geno Auriemma, billionaire Jenny Just, actor Ashton Kutcher, and former women's soccer star Alex Morgan.
Unrivaled's Series B financing round took place in September 2025 and increased the league's valuation at the time to $340 million.
