Jess Smith breaks down how the Golden State Valkyries are leading the charge with inclusivity, innovation, and a fresh take on sports culture.
In the rapidly evolving world of women's sports, Jess Smith, the powerhouse behind the Golden State Valkyries, is paving the way for a new era. As the team prepares for its WNBA debut, Jess opens up about how they’re not just trying to ride the coattails of the Golden State Warriors but are creating a distinct, inclusive brand with global aspirations. With over 18,500 season ticket deposits already locked in, Jess discusses how they’re building a new fanbase, fostering inclusivity, and future-proofing their brand.
The Lowdown: Key Takeaways
Over 18,500 season ticket deposits have been made, signaling massive interest in the Valkyries and women's sports.
Only 5% of Valkyries ticket holders are Warriors season ticket holders, underscoring a new, diverse fanbase.
The Valkyries’ approach focuses on inclusivity across genders, aiming to make both boys and girls idolize their athletes.
They're prioritizing intentional branding, inclusivity, and revenue generation to drive sustainable success.
The audience for women’s sports is 50% men, proving that the appeal goes beyond gender lines.
Decision-making is rooted in fan feedback, ensuring that the community has a strong voice in shaping the Valkyries’ future.
The Valkyries are already building a global fanbase, with merchandise sold in all 50 states and several countries.
"We’re Not Here to Lure Warriors Fans"
Jess makes it clear: the Valkyries aren't a Warriors spinoff. While they share the Bay Area and color scheme, the Valkyries are building their own legacy. With over 18,500 deposits for season tickets, they’ve cultivated a new, diverse audience. Jess shares that less than 5% of those ticket holders are also Warriors season ticket holders. Their aim is to build a product that appeals to a different crowd, while still hoping to attract Warriors fans eventually.
"We are building a product that is the Valkyries, reaching a unique audience that we hope Warriors fans will ultimately connect with." – Jess Smith
"Inclusivity Isn’t Charity—It’s Strategy"
The Valkyries aren’t just about women; they’re about creating an inclusive space for everyone. Jess emphasizes that inclusivity is part of their business strategy, not just a feel-good initiative. From boys idolizing Valkyries athletes to bringing more women into coaching, Jess sees inclusivity as key to the team’s long-term success. And for the Valkyries, being purpose-driven doesn’t mean sacrificing business goals—it’s the core of their brand.
"Being purpose-driven isn’t being charitable. That’s a really big piece of what we’re defining." – Jess Smith
"Three Fan Bases, One Unified Vision"
Who’s tuning into women’s sports? Jess breaks it down into three key groups: the long-time women’s sports fan, the 20-40-year-old 'bright believer' who aligns with brands with strong values, and basketball purists. Each of these groups is vital, and the Valkyries are targeting them with precision. This tailored approach helps ensure that they’re not just marketing to one demographic but building a fanbase that’s diverse and loyal.
"Women’s sports fans are women’s sports fans a lot. And then, of course, there’s the product loyalty." – Jess Smith
"Building the Future Today"
Even though they’re just starting, the Valkyries are thinking years ahead. With merchandise already sold in all 50 states and several countries, they’re laying the foundation for a global fanbase. But they’re not just focused on expanding their reach—they’re also crafting a game-day experience that people won’t want to miss. For Jess, it’s about creating a product that people from all over the world will want to be a part of, even if they can’t physically attend a game.
"You are building two product lines at all times. Your ticketed event and your global fanbase." – Jess Smith
Quickfire: What’s Next for the Valkyries?
Q: What should fans be excited about for next season?
Jess: Expect big things from the Valkyries. Jess teases innovative merchandise collaborations and influencer partnerships with deep ties to the brand. But above all, get ready for an environment that’s loud, chaotic, fun, and above all, inclusive.
Q: When’s opening night?
Jess: The Valkyries are set to make their WNBA debut in mid-May 2024.
Jess Smith and the Golden State Valkyries are on a mission to change the game for women’s sports. With inclusivity, fan engagement, and a global focus at the forefront, they’re not just building a team—they’re creating a movement. And with their WNBA debut on the horizon, it’s clear they’re ready to make their mark.
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