Unrivaled and Xfinity Join Forces to Elevate the Women’s Basketball Fan Experience
Xfinity and Unrivaled have announced a multi-year partnership that will deliver smarter access, deeper engagement, and unforgettable moments for basketball fans. This marks Xfinity’s first league-wide partnership in women’s sports, reinforcing the brand’s leadership across Internet, mobile, and entertainment and its commitment to shaping the future of the fan experience.
Unrivaled – the player-founded and owned league composed of the best women’s professional basketball players – has quickly emerged as one of the most exciting forces in sports. By putting athletes at the centre of the experience and embracing innovation on and off the court, Unrivaled offers fans a new way to connect with the game. For Xfinity, the partnership reflects the company’s commitment to access, innovation, and connectivity, while also underscoring its intent to support the long-term growth of women’s basketball and women’s sports at large.
“As a brand committed to delivering the ultimate experience for sports fans, we are proud to join forces with Unrivaled,” said Jessica Muir, Comcast senior director, brand partnerships and engagement. “This partnership not only expands our support of basketball but also allows us to help elevate women’s sports through a league that is innovating women’s basketball to meet the modern sports fan and overall market.”
Through the partnership, Xfinity will bring fans closer to the action both on and off the court:
- Player-Centric Content for Fans: Building off the player-generated momentum of Unrivaled’s second season by imagining new possibilities of fan access and behind-the-scenes content
- Season-Long Fan Engagement: Creating exciting opportunities for fans across the country to participate in the game through the Free Throw Faceoff Challenge
- Exclusive Xfinity Customer Benefits: Offering discounts on tickets, merchandise, and unique experiences available only to Xfinity customers
- Unrivaled Arena Experiences: FanFest activations at each game, commemorative ticket programs, and access to premium viewing experiences
“We’re thrilled to have Xfinity’s support as we aim to consistently elevate our fan experience and our league as a whole,” said Unrivaled chief marketing officer Liz Marro. “To be the first league-wide partnership in women’s sports for Xfinity speaks volumes and provides exciting opportunities for our brands to innovate within the larger sports ecosystem.”
Xfinity delivers reliable, high-speed Internet from America’s smartest and most reliable converged network and brings Internet, mobile, entertainment, and smart home services into one simple, seamless solution – giving customers more speed, savings, and control over their connected lives. With more than 64 million homes and businesses nationwide with access to a network that fuels innovation, productivity, and everyday connection, Xfinity is the nation’s largest Internet provider.
The partnership will officially debut with the 2026 Unrivaled season – tipping off on January 5, 2026 – bringing new possibilities to basketball fans nationwide to start the new year.
