As Unrivaled’s second season unfolds, empty seats and tumbling ratings expose a league betting big on growth only to confront the limits of hype without elite talent.

That’s where analyst Rachel Annamarie DeMita pins the uncomfortable Caitlin Clark truth. In her latest YouTube breakdown, DeMita called out Unrivaled’s November 2025 marketing tease that hinted at Clark’s involvement through cryptic “22” references only for the superstar to pass, leaving the league’s credibility in tatters just as Season 2 tipped off on January 5, 2026.

She highlighted how the pre-season campaign built false hope around Clark, the Indiana Fever guard wearing No. 22.

“They put out this press release, and they were like, ‘Let us have 22 minutes of your time tomorrow.’ And they kept saying 22 at different points in this, like social media announcement. And a lot of people were like, ‘Oh my gosh,’ they said multiple 22s, like Caitlin and possibly A’ja [Wilson] (who also wears jersey no.22) could be joining this league. And then that just didn’t happen,” DeMita stated on her YouTube channel.

This misfire matters now because it eroded trust right before tip-off. Last season’s novelty high-stakes 3×3 with WNBA off-season stars drove sellouts and solid ratings. Without Clark, the league faces immediate pressure to prove its model amid no-shows and resale dumps that left the expanded arena looking half-empty on opening weekend.

Compare this to the BIG3’s trajectory: Ice Cube’s 3×3 men’s league exploded in Year 1 with ex-NBA talent but saw viewership halve by Season 3 as stars aged out and hype faded, mirroring Unrivaled’s current free-fall without fresh icons.

The numbers hit hard. Unrivaled’s January 5 opener drew just 175,000 viewers, a 44% drop from last season’s 312,000 debut. By Day 5, it slipped to 139,000.  Last year’s full-season average hovered at 221,000. This decline underscores how big stars’ absence, coupled with injuries sidelining Ionescu and Napheesa Collier, has stripped the circuit of must-watch appeal.

DeMita tied it directly to the Clark snub, noting fans tuned out after the marketing letdown. The stakes are high: Unrivaled’s six-year TNT deal includes a three-year opt-out clause, putting broadcast revenue at risk if ratings don’t rebound. And then there’s another factor.

WNBA’s CBA Surge Undercuts Unrivaled’s Appeal

DeMita didn’t stop at marketing; she hammered Unrivaled’s fading edge over the WNBA. The league positioned itself as a superior alternative, free from overseas grinds and with better pay.

Unrivaled’s founders, including Breanna Stewart and Collier, launched the 3×3 league in January 2025 with six teams and 36 players. They touted equity shares and salaries averaging $250,000 to $400,000, which was huge. But the WNBA’s new collective bargaining agreement, ratified in December 2025 and effective this year, flips the script.

Maximum contracts now exceed $1 million, potentially up to $1.3 million to $2 million with revenue shares, while average salaries climb above $500,000.

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“They said how much better it was than the WNBA. And here’s the honest reality, the WNBA is now going to be paying players a higher salary than what was reported that Unrivaled is paying its players,” DeMita explained.

This shift matters because it neuters Unrivaled’s core pitch. Clark, entering her third year with the Fever, projects over $500,000 in base pay plus endorsements far outpacing Unrivaled’s reported offers. The union’s push for 50% net revenue share further widens the gap, deterring top talent from jumping ship.

Look at Project B, the 5×5 rival launching in November 2026: It’s already poaching Unrivaled players like Alyssa Thomas, Kelsey Mitchell, and more.

And while Unrivaled scrambles, Clark is focused on recovery and building her empire. Injuries limited her to just 13 games in 2025, thanks to quad, groin, and ankle issues. Last offseason was all about rest for her, and this year seems no different. She’s clearly prioritizing her health over side gigs. And the same goes for Wilson.

All in all, Unrivaled’s decline exposes just how much women’s basketball leans on its stars. The question now: can the league’s January 30 Philly tour, in a 17,000-seat arena already sold out with $123-plus resale tickets, spark a ratings rebound?