Golden State Valkyries President Jess Smith recently spoke with Masters of Scale host Jeff Berman about the strategy behind the expansion franchise’s rapid growth, sharing lessons on leadership, funding, fan engagement and building a sports brand from the ground up.
Smith said one of the biggest lessons from her experience is the importance of being highly specific about what an organization is building and remaining committed to its vision. For startups and growing businesses, she emphasized that having a clear identity, defined outcomes and the right financial backing can be critical to scaling successfully.
She also highlighted the importance of choosing investors who believe in the organization and its leadership. Smith pointed to the support of Joe Lacob and Peter Guber, saying their willingness to ask difficult questions while maintaining confidence in the team has been an important part of the Valkyries’ journey.
According to Smith, the organization remains focused on two key priorities: revenue and fans. Growing the audience and generating revenue are closely connected, she explained, with increased revenue allowing the organization to continue investing in its fan base and overall product.
Smith also reflected on hiring and resources during the Valkyries’ first year. Looking back, she said she would have moved more aggressively in building the team and adding resources earlier, believing the organization could have responded even more quickly to the demand surrounding the franchise.
The conversation also touched on the unique nature of professional sports, where competing teams can simultaneously benefit from the growth of the broader league. Smith said the Valkyries want to remain highly competitive on the court while also contributing to the continued growth and visibility of women’s basketball and the WNBA.
Ticket accessibility was another major topic. Smith acknowledged the balance between reflecting the quality of the product and ensuring fans have opportunities to attend games. She noted that tickets can be available for as little as $15 when purchased early, while the organization also sets aside tickets for community programs and donations.
For Smith, however, building a fan base extends well beyond the arena. The Valkyries launched a bar network across Northern California, with dozens of establishments committed to showing games. The initiative provides additional ways for fans to experience the team while supporting local businesses.
Looking ahead, Smith pointed to the continued expansion of the WNBA, increased media exposure and a growing number of games as major opportunities for the league and its teams. She said the expanding visibility of women’s basketball could introduce the WNBA to a much broader casual audience.
Smith also discussed the importance of approaching sports betting carefully, emphasizing that any expansion in that area should preserve the integrity and fairness of the game.
Beyond the business of professional sports, Smith spoke about keeping girls involved in athletics. She cited challenges during puberty, including access to sports bras and period products, as factors that can affect participation. She stressed the importance of creating supportive environments where young athletes feel safe and confident.
The conversation ended with a young Valkyries fan, Rosie Berman, joining Smith to ask questions about playing multiple sports, attending games and how professional teams select their players.
Smith encouraged young athletes to focus on enjoying sports, trying their best and learning from the experience.
The discussion offered a broader look at how Smith and the Valkyries are approaching the challenge of building a new professional sports franchise combining a clear business strategy with a focus on fans, community and the continued growth of women’s basketball.