Top talent from the WNBA will be on display when the novel 3x3 basketball league Unrivaled tips off on Friday in Miami, meeting the demand from players for more options to play stateside amid surging interest in the women's game.

Unrivaled is a new 3-on-3 women’s professional basketball league that debuts on January 17. Six teams will compete for the title.

If Unrivaled has proved anything, it’s that a startup women’s league can have every game televised nationally in prime time and land partners such as Ally Financial, State Farm, Miller Lite, Wilson, Sephora and Samsung— before ever playing a game.

Unrivaled, the 3-on-3 women's basketball league that tips off on Friday, will measure success based on how many players want to return next year, its president Alex Bazzell tells Axios. Why it matters: Unrivaled is making a big bet that the star power of WNBA players — without Caitlin Clark — is enough to break through in an increasingly cluttered sports market.

The season begins Friday and runs nine weeks, including the postseason. The regular season is a round robin schedule and the top four make the two-round playoffs. Two games each are played on Friday,

Breanna Stewart and Napheesa Collier's 3-on-3 league Unrivaled is set to debut in January with players earning the highest average salary in women's professional sports league history.