How to build a billion-dollar sports team from scratch, with Golden State Valkyries’ Jess Smith

The rapid expansion of women's professional sports, exemplified by the Golden State Valkyries' growth from a $50 million expansion fee to a billion-dollar valuation, relies on a strategic combination of capital investment, intentional brand building, and community engagement. Success in this sector requires moving beyond historical boom-bust cycles by securing sustained media visibility and fostering generational fandom. By treating women's sports as a high-value product rather than a niche interest, organizations can effectively tap into previously underserved audiences. Key strategies include prioritizing revenue-generating staff early, creating distinct brand identities like the "Valkyries Violet," and establishing mission-driven partnerships. This shift toward a professionalized, well-funded model ensures that women's sports leagues can maintain long-term viability, providing consistent, high-quality experiences that resonate with both new fans and established sports enthusiasts.