Jamie Battmer

Investment, Fans and Media Turn Women’s Basketball Into a Growth Flywheel

Golden State Valkyries president Jess Smith says investment, alongside growing fan interest and media attention, is driving the team’s rapid growth. In a Masters of Scale interview with Jeff Berman, she argues that a women’s team should build for an audience beyond fans of men’s sports and establish a distinct identity before going to market. The Valkyries’ brand, she says, must give fans a reason to connect with the team beyond its roster.