As the popularity of women’s basketball continues to grow, the introduction of innovative formats is creating exciting opportunities for athletes. One such format that has gained significant traction is three-on-three basketball, especially following its official debut at the 2020 Summer Olympics in Tokyo. In North America, two prominent professional women’s three-on-three leagues have emerged: the 3×3 Basketball Association (3XBA), a premier FIBA 3×3 tour and youth development platform, and Unrivaled, which employs rules that resemble traditional 5-on-5 play.
The Vision Behind 3XBA
3XBA is focused on expanding the professional landscape for women’s basketball by establishing a FIBA-sanctioned structure designed for growth. Launched in 2024, the league emphasizes Olympic development, encourages youth participation, and creates sustainable career pathways for athletes. Key partnerships with organizations like USA Basketball, Spokane Hoopfest, All Women’s Sports Network, Baden, and Moolah Kicks enhance its mission. Notably, Rough & Tumble Pub—recognized as the second-ever dedicated women’s sports bar—has recently become the league’s first official jersey patch partner, underscoring a commitment to gender equity in sports.
A Partnership for Growth
Jen Barnes, CEO and Founder of Rough & Tumble, emphasized the significance of their partnership, stating, “This first-of-its-kind partnership marks more than just a strategic partnership with a pro women’s program. It’s a commitment to building the full ecosystem around it – community, content, and culture.” This collaboration is poised to reshape the landscape of professional women’s basketball and improve fan engagement.
The partnership made its debut during 3XBA Spokane, the league’s inaugural event for the 2025 season, held at Spokane Hoopfest, the world’s largest 3×3 basketball tournament, which drew over 225,000 attendees. This event not only marked the launch of 3XBA’s broadcasting agreement with AWSN but also served as an official FIBA qualifying event. The winning team received a spot in the prestigious FIBA 3×3 Women’s Series set for Edmonton in August, with another 3XBA roster preparing for the Bucharest Women’s Series in July 2025. Fans were able to watch all games screened at Rough & Tumble’s flagship location in Seattle.
Revamping Women’s Sports
3XBA was founded by Alanna McDonald, Arlan Hamilton, and Holly Levow, aiming to address the significant gap in professional opportunities for female basketball players. The 3XBA season kicks off in May and runs through September, aligning perfectly with the international FIBA 3×3 Women’s Series and providing pathways to global competition.
“At 3XBA, we’re not copy-pasting a model built for men and trying to retrofit it for women,” said Alanna McDonald. “We’re building something in our own likeness, designed from the ground up to reflect the values, needs, and brilliance of women athletes and teams.” This fresh approach underscores a commitment to developing a structure that truly supports female athletes.
In addition to the professional league, 3XBA offers ongoing youth initiatives that remove barriers to entry, invest in emerging talent, and foster the next generation of 3×3 players and supporters.
“We’re just as committed to expanding opportunities for women athletes who are too often left off the bench, pitch, or court,” Barnes stated. “That’s why our partnership with 3XBA is such a natural fit. Two women-founded, women-led companies saw the gaps in the system and built real solutions that people wanted.” This collaboration aims to enhance the experience and opportunities available to women who are passionate about the sport.
