When the Golden State Valkyries take the floor for their inaugural WNBA season, they won’t just be expanding the league— they’ll be redefining what it means to launch a franchise in the modern era of women’s sports.
Unveiled as the WNBA’s 13th team, the Valkyries have already sparked momentum across the Bay Area. From a sleek brand identity that blends Norse mythology with the Warriors’ championship pedigree, to a front office stacked with experience and vision, the Valkyries are being positioned not as an expansion team, but as an immediate force.
The Branding and Support Say It All
The decision to name the franchise “Valkyries” is more than marketing flair. Rooted in Norse legend, valkyries were warriors who chose which souls would ascend to greatness. The symbolism isn’t lost in a league where players consistently battle for visibility, equity and recognition.
According to team owner Joe Lacob, who also owns the Golden State Warriors, the franchise intends to pour resources into the organization, stating, “We have unlimited resources to make this the best place in the world, but I think [starting from scratch] is challenging.”
From day one, the branding, developed in collaboration with women-led creative firms, has emphasized empowerment, elegance and excellence. The Valkyries’ visual identity uses deep purples and golds to signal royalty and strength, while nodding to the Bay Area’s rich cultural landscape.
Valkyries to Open Franchise in Chase Center
The Valkyries will play at Chase Center, the state-of-the-art arena already home to the Warriors. Few WNBA teams begin with such premier facilities and a built-in fanbase, offering the franchise a rare level of infrastructure. The team’s training and business operations will run out of the Warriors’ headquarters in Oakland, continuing a commitment to both sides of the Bay.
Having access to the same amenities as an NBA team sends a powerful message. “Our goal is to win championships,” Lacob said during the team announcement. “Frankly within the first five years.”
Such investments are consistent with wider trends in the WNBA, which have seen viewing figures, social interaction and franchise valuations rise. Viewership in 2023 marked the league’s highest numbers in two decades, and expansion to the Bay Area is a recognition of that growing demand.
WNBA Viewership Continues to Increase
Most importantly, the Valkyries arrive at a pivotal time for the WNBA. As the league expands, so does its cultural impact. From record-breaking college viewership over the past few years, players are becoming household names and global ambassadors for the game. The Valkyries are poised to harness that momentum and make the Bay Area a central stage for the league’s future.
This is not a story of growth for the sake of growth. The Valkyries represent a bold investment in women’s sports, backed by resources, vision and community pride. If their early steps are any indication, the newest team in the WNBA won’t be easing into the spotlight— they’ll be charging straight towards it.
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