South Carolina women’s basketball coach Dawn Staley and USC star JuJu Watkins are two of the investors behind Unrivaled, which has reportedly surpassed $35 million in funding. Other investors include tennis star Coco Gauff, former Olympic swimmer Michael Phelps, and Giannis Antetokounmpo of the Milwaukee Bucks.

A new 3-on-3 league offers a condensed format, some of the best W.N.B.A. players and a made-for-TV approach that aims to bring viewers close to the action.

The Unrivaled basketball league will play its first games, airing on TNT, on Friday. It's poised to capitalize on growing national interest in women's sports.