Before the Golden State Valkyries had even drafted their first player, excitement for the team had already swept across the Bay Area. More than 15,000 fans placed deposits for season tickets, creating the kind of anticipation most franchises wait decades to build.
“This fan base acts as if we’ve been here for 30 years,” said Jess Smith, the Valkyries’ team president. That passion has paid off — the Valkyries are now rewriting the WNBA’s record books in their very first season.
A Breakout Season for Women’s Basketball
The Valkyries entered the league at a time when the WNBA itself is surging in visibility and value. In July 2024, the league announced an 11-year, $2.2 billion media rights deal with Disney, Amazon Prime Video, and NBCUniversal, underscoring its rapid growth.
On the court, the Valkyries wasted no time making history. They became the first expansion team to clinch a playoff spot in their debut season and set the record for wins by a first-year team. Off the court, they fueled record attendance, selling out every home game at San Francisco’s Chase Center. Nearly 400,000 fans have packed the arena so far, making the Valkyries the hottest ticket in the league.
The organization itself is now valued at $500 million, the highest among all WNBA franchises, according to Sportico. But the overnight success was built on careful planning and deliberate execution.
Building a Brand With Intention
From the beginning, ownership played a critical role. Joe Lacob and Peter Guber, majority owners of the NBA’s Golden State Warriors, paid a $50 million expansion fee to launch the Valkyries and gave Smith the freedom to craft the team’s identity.
The name “Valkyrie,” rooted in Norse mythology, was chosen to symbolize female warriors, while the signature violet color scheme connected with the ideas of royalty and empowerment. “We built the brand with intention all the way through,” Smith explained.
That branding strategy has paid dividends. The Valkyries now rank No. 2 in merchandise sales across Fanatics’ platforms, trailing only the Indiana Fever. Jerseys, hats, and other gear have become staples for fans eager to wear the violet proudly.
Cultivating a Loyal Fan Base
For Smith and her team, the most important ingredient wasn’t just flashy marketing but authenticity. “You are building a product for the consumers that are pouring into women’s sports specifically,” she said. “You have to build a brand that allows them to associate with the lifestyle.”
That approach has created a unique bond with fans. “Really speaking to the heart of our fans, they feel like this team belongs to them,” said Maria Valdehueza, senior vice president of ticketing and events.
The Valkyries have also leaned into community connections. A partnership with Sephora gave the brand naming rights to the team’s performance center and helped sponsor a Valkyries fashion show that celebrated beauty, style, and sports. With JPMorgan Chase, the team launched the Violet Book of Business, an initiative spotlighting women-owned businesses across the Bay Area.
These efforts have made fans feel like stakeholders in the franchise, not just spectators.
A Playbook for Future WNBA Expansion
The WNBA has ambitious plans to expand to 18 teams by 2030, with Portland and Toronto entering in 2026, followed by Cleveland, Detroit, and Philadelphia in the years ahead. For those franchises, the Valkyries may already serve as the gold standard.
“This is a unique experience being an expansion team and the first one in so long,” Smith said. “We absolutely chat with all of the other expansion teams and share anything and everything that may be helpful.”
Still, she credits established franchises such as the New York Liberty and Seattle Storm for paving the way. “We really would not be where we are without their work,” she acknowledged.
The Valkyries’ debut has been about more than wins or ticket sales. It has demonstrated the potential of women’s sports as both a cultural movement and a thriving business opportunity. Backed by strong ownership, intentional branding, and a community-first approach, the Valkyries have created a blueprint for how new sports ventures can capture both hearts and headlines.
For fans, the message is simple: the Golden State Valkyries aren’t just the newest team in the WNBA. They’re already one of its most influential.
