In this episode of On Stage, Jess Smith, President of the Golden State Valkyries, joins Jenn Azara, Director of Tech & Women’s Sports Content at Sports Business Journal, for a conversation about launching one of the most successful expansion franchises in professional sports.
Recorded at SBJ’s Tech Week in New York City in May 2026, the discussion explores how the Valkyries have blended technology, innovation, and fan-first thinking to build momentum from day one. Fresh off a historic inaugural season that included record attendance, a playoff appearance, and one of the highest franchise valuations in women’s sports, Smith shares the philosophy behind building a modern organization from the ground up.
Key themes include:
- Launching with Purpose: How the Valkyries approached expansion differently to establish a strong identity from day one.
- Technology as a Competitive Advantage: Using data, AI, and digital tools to enhance business operations and the fan experience.
- Designing Around the Fan: Why every decision begins with understanding what today’s sports fans value most.
- The Growth of Women’s Sports: What the Valkyries’ early success says about the future of the WNBA and the broader marketplace.
- Building for the Long Term: Lessons in culture, innovation, and leadership while creating a franchise designed to thrive for decades.
It’s an inspiring look at how one of sports’ newest teams became one of its most talked-about success stories.
