The Rise of the Golden State Valkyries: A $780 Million Vision
Women's professional sports is experiencing a seismic shift, and few stories capture that transformation better than the Golden State Valkyries. The WNBA's newest franchise, valued at a staggering $780 million, is rapidly becoming one of the most talked-about teams in women's basketball. At the center of that growth is Jess Smith, a WNBA executive whose strategic vision and passion for women's sport are helping to build something that extends far beyond the basketball court.
Smith's work with the Valkyries is a masterclass in modern sports business — combining brand building, community engagement, and a deep commitment to keeping girls active and involved in sport. Her story, and the story of the franchise she helps lead, offers a compelling look at where women's professional sports is headed and why the momentum feels genuinely different this time.
Who Is Jess Smith?
Jess Smith is a seasoned sports executive who has built her career at the intersection of business strategy and athletic empowerment. Her role with the Golden State Valkyries places her at the forefront of one of the most exciting expansion projects in WNBA history. With deep ties to the Golden State Warriors organization and a clear-eyed understanding of what it takes to grow a franchise from the ground up, Smith has become one of the most influential voices in women's basketball operations.
What sets Smith apart is not just her business acumen but her authentic connection to the mission of women's sport. She understands that building a successful WNBA franchise in 2024 and beyond means doing more than winning games — it means creating a cultural movement that resonates with fans, sponsors, and the next generation of athletes.
Understanding the $780 Million Valuation
When the Golden State Valkyries were announced as a WNBA expansion franchise, the reported $780 million valuation immediately made headlines. To put that number in context, it reflects a broader trend of skyrocketing investment in women's professional sports leagues worldwide. Investors and corporate sponsors have recognized what many fans already knew: women's sport is an undervalued asset with enormous growth potential.
The Valkyries benefit enormously from their connection to the Golden State Warriors, one of the NBA's most globally recognized brands. Access to the Chase Center in San Francisco, the Warriors' marketing infrastructure, and one of the most passionate fan bases in professional basketball gives the Valkyries an immediate competitive advantage that most expansion franchises never enjoy.
But Smith is quick to point out that the valuation is not just a reflection of the Warriors' brand equity. It is a statement of confidence in the WNBA itself, in the quality of play, and in the growing commercial appetite for women's basketball content. Record TV ratings, sold-out arenas, and a wave of high-profile NIL deals for college players have all contributed to a moment where the financial case for investing in women's sport has never been stronger.
Building a Brand From the Ground Up
Launching a new sports franchise is never easy, but the Valkyries have moved with impressive speed and purpose. From the unveiling of the team name and branding — which drew widespread praise for its bold, mythological identity — to early ticket sales that signaled enormous pent-up demand in the Bay Area market, the franchise has made all the right early moves.
Smith and her team have been deliberate about building authentic relationships with the San Francisco Bay Area community. This means partnering with local organizations, engaging with youth sports programs, and making the Valkyries a team that feels genuinely rooted in its home region rather than simply parachuted in. That community-first approach is increasingly seen as essential for sports franchises that want to build lasting, multi-generational fan bases.
She Plays On: Keeping Girls in Sport
Perhaps the most compelling element of Jess Smith's work with the Valkyries is her involvement in the She Plays On initiative. This program directly addresses one of the most troubling trends in youth sports: the disproportionate rate at which teenage girls drop out of athletic participation compared to their male peers.
Research consistently shows that girls leave sport at significantly higher rates during adolescence, driven by a complex mix of social pressures, lack of representation, insufficient funding for girls' programs, and a cultural environment that too often fails to celebrate female athleticism with the same enthusiasm it reserves for men's sport.
She Plays On aims to change that by:
- Creating visible role models through the Valkyries' players and staff who demonstrate what a career in women's sport can look like
- Funding and supporting grassroots girls' sports programs across the Bay Area and beyond
- Building pathways that connect young female athletes to mentorship, coaching, and competitive opportunities
- Generating cultural conversations that reframe girls' sport as aspirational, exciting, and worthy of significant investment and attention
Smith's commitment to She Plays On reflects a broader understanding that the long-term health of franchises like the Valkyries depends on nurturing the next generation of both players and fans. If girls stay in sport, they grow into adult women who watch sport, who buy tickets, who purchase merchandise, and who raise their own children with an appreciation for athletic competition. The pipeline matters enormously.
Why the Valkyries Matter for Women's Sports
The Golden State Valkyries represent something bigger than a single franchise. They are a proof of concept for what is possible when serious financial resources, strategic leadership, and genuine passion for women's sport align. In Jess Smith, the Valkyries have an executive who grasps both the commercial opportunity and the social responsibility that comes with building a flagship women's sports brand in one of America's most dynamic markets.
As the WNBA continues to grow — with new expansion teams, landmark broadcast deals, and a generation of superstar players capturing mainstream attention — the Valkyries are positioned to be one of the defining franchises of this new era. The $780 million valuation is not just a number. It is a signal to the entire sports industry that women's basketball has arrived, and that the future is being built right now, one initiative, one community partnership, and one inspired young athlete at a time.
The Bigger Picture: Women's Sport as a Growth Industry
Jess Smith's story and the Valkyries' trajectory fit into a much larger global narrative about the commercial and cultural rise of women's sport. From the record-breaking viewership of women's football tournaments to the explosive growth of women's tennis, golf, and basketball, investors and brands are increasingly recognizing that the gender gap in sports investment has been a massive market inefficiency waiting to be corrected.
For young women and girls watching the Valkyries take the court, the message is clear: there is a place for you in sport, not just as a participant but as an athlete, an executive, a coach, and a leader. That message, amplified by leaders like Jess Smith and initiatives like She Plays On, may prove to be the most valuable asset the Golden State Valkyries possess — more valuable, even, than the $780 million price tag attached to the franchise itself.