Kirby Porter knows that building a professional sports league from the ground up requires more than just high-level talent on the court. In the case of Unrivaled, a women’s 3-on-3 pro basketball league, it requires a fundamental shift in how the business of women’s sports is handled. As Unrivaled, where Porter, as chief brand officer, has major responsibility for growth, moves through its second season, the league is proving that its player-first, digital-forward model isn't just a trend—it’s a record-breaking success.

Porter, a former Harvard basketball player with a background in brand marketing at PepsiCo and in venture capital, has been at the center of the league’s rise. Her transition from athlete to executive was fueled by a passion for redefining the second chapters of athletes' lives. "Whether you're transitioning into corporate or transitioning into entrepreneurship or investing, I was really just fascinated with how athletes were able to apply so many of the things that we learn in sports into successful second chapters," Porter said. "Unrivaled has absolutely combined my experience as an athlete with my experience in brand marketing, my experience in startups and venture capital into what we're building today."

The growth from the inaugural season to the current sophomore campaign has been marked by a strategic expansion of the league's footprint. While the first year focused on establishing a central hub in Miami, the second year has seen Unrivaled take its fast-paced, 3-on-3 format on the road. The results have been historic. During a recent tour stop in Philadelphia, Unrivaled set a record for the most-attended professional women's basketball game, drawing 21,490 fans to the arena.

The success in Philly wasn't a fluke; it was the result of a deliberate campaign to engage a market hungry for professional women's hoops. Porter noted that the league leaned into the local ties of players like Natasha Cloud and Kahleah Copper to build authentic community excitement. The impact in Philadelphia extended beyond the turnstiles. The league reported $400,000 in merchandise sales over the weekend, a testament to the lifestyle-driven branding that Porter and her team have cultivated.

"There was so much passion in this market that hadn't had a professional women's basketball game in a really long time," Porter said. "You're filling a core need for the market. It’s not just us coming to a city to play a game for a night. Our team is always thinking through how do we make this significant for wherever we're going and then how do we make it significant and meaningful for the league and for women's basketball."

With the momentum of Philadelphia at their backs, Unrivaled is now preparing for its next major milestone: the semifinals at Barclays Center in Brooklyn. The upcoming postseason event, represents another leap forward for the league's visibility. To announce the New York stop, the league leveraged the star power of Breanna Stewart, a staple of the WNBA’s New York Liberty and an Unrivaled co-founder. The response was immediate, with fans crashing ticket sites and social media buzzing over "Stew York" reclaiming her home court.

"We built off of what worked," Porter explained. "For Philly, we leaned into Tasha Cloud and into Kalia Copper, who are Philly natives. We announced New York with the video of Stewie, you know, Stew York, she's repping her city. Just seeing the fanfare overnight of people so excited about what's to come, and us releasing tickets the next morning and the response from that, it’s going to be exciting."

Beyond the ticket sales and tour stops, Porter emphasizes that what makes Unrivaled unique is its commitment to the players. The league was built by players, for players, and that influence is visible in every detail, from the inclusion of a Sephora-sponsored glam room and "tunnel walk" at the venue to the robust support systems for mothers in the league. The financial stakes are also higher. The championship prize pool has increased to $600,000, meaning each player on the winning club takes home $100,000.

"I think it allows my favorite piece of feedback about Unrivaled, which is people saying, 'You can tell this is built for women's basketball players,'" Porter said. "When you have the people at the table that you're building for, it's like you can get to the answer quicker of what's going to work because they're there, you can get their feedback."

This player-centric approach is also drawing stars back to the court. The league recently celebrated the return of Angel Reese, who is entering her third season in the WNBA and remains one of the most influential figures in the sport. Her jersey sold out almost immediately upon the announcement of her return, further proof that the Unrivaled audience is deeply invested in the individual athletes’ journeys.

As Porter looks toward the future, she views this current era not just as a successful business venture but as a pivotal chapter in sports history. She hopes that 10 years from now, the sports world remembers this moment as the time when the marketability and earnings of female athletes changed for good. For the "little Kirbys" watching from the sidelines or studying in college, Porter wants Unrivaled to serve as a beacon of what is possible in the front office and on the court.

"I hope people look back on this chapter of Unrivaled and also just like everything that's happening in women's sports right now as like the pivotal moment," Porter said. "Like this was a moment where things change and we didn't go back. It really went up from here."