How the Golden State Valkyries are marketing themselves as the new WNBA expansion franchise

Jess Smith, the president of the WNBA’s Golden State Valkyries, says there is a joke about an expansion team going out into the marketplace to create new business. The franchise may have no colors or a logo or even a team, yet the message is often, “but you should be supporting us,” she said.

That old saw may not be exactly right — the Valkyries have a logo and their color is a vibrant purple — but behind every joke there is truth. How exactly does a professional sports franchise sell itself when there isn’t much to sell?

The Valkyries launched only last October. They didn’t announce their team name until May. They have a general manager but no head coach. They have no players — the expansion draft isn’t until Dec. 6 — and no history. But they have grand ambitions and, so far, a few wins.

The franchise already has landed deals for some of their most premium signage available. Last month, they announced a multi-year deal with Chase as a jersey patch partner. Now, they have added Kaiser Permanente as a core jersey partner with a multi-year deal. The health care company will have its logo on the front of Valkyries jerseys starting in their debut 2025 season, and also will serve as the team’s physicians.

The Valkyries are driven by Smith, who brought experience in building nascent sports teams. She was the head of revenue for Angel City FC before she moved to Northern California to run the Valkyries. She helped make Angel City one of the most valuable teams in the NWSL. She has large ambitions for the Valkyries as well.



https://www.nytimes.com/athletic/5809654/2024/10/03/golden-state-valkyries-wnba-expansion-marketing/