Unrivaled Signs GEICO as Leaguewide Insurance Partner

Unrivaled announced a multiyear partnership with GEICO on Thursday, making the insurer the women’s basketball league’s official auto, property and commercial insurance partner.

The agreement includes branding on the back of all eight clubs’ uniforms. GEICO will also become presenting partner of the Unrivaled Creator Crew, a season-long content initiative connected with the league’s tour-stop markets.

Leaguewide rights and existing athlete partnerships

Unrivaled described the deal as GEICO’s first leaguewide investment in women’s sports. The company already had individual relationships with league co-founder Napheesa Collier and incoming Unrivaled player Olivia Miles.

Miles’s separate partnership was announced in September. That agreement focused on content and appearances around her basketball career, providing background to the league arrangement announced this week.

The distinction is commercial scope. An athlete partnership connects a brand with an individual’s profile and agreed activities; the Unrivaled agreement adds a presence across every club’s uniform and a league-organized creator program.

The Creator Crew will produce material across multiple markets during the third season. The league said the work would feature creators from sport and wider culture to show the experience around Unrivaled.

Jerseys, opening date and contract limits

The next season is scheduled to begin January 8, 2027. New adidas jerseys incorporating GEICO branding are due to be unveiled before play, according to the announcement.

Unrivaled launched in 2025 and uses a three-on-three format on a compressed full court. Its model includes equity opportunities for participating players, linking athlete involvement with the league’s longer-term development.

Financial terms and a precise contract length were not disclosed. “Multiyear” establishes that the agreement extends beyond a single season, but does not supply a public valuation or a stated annual sponsorship fee.

The confirmed change is a leaguewide uniform and content partnership ahead of the January opener. Its value remains undisclosed. Follow TSP’s Business of Sports coverage for further sponsorship announcements and athlete marketing developments.