Jess Smith, president of the Golden State Valkyries, is leading the charge for the WNBA expansion team set to debut next season. In just under a year, Smith has transformed a concept into a thriving franchise with global reach. Her efforts have earned her recognition as Sports Business Journal’s (SBJ) Best Hire of the Year.
Foundations of Success
In December, the Valkyries unveiled their uniforms, secondary logo, and inaugural schedule. The team also introduced players selected in the WNBA expansion draft and announced CarMax, Chase and Kaiser Permanente as founding sponsors. Smith’s leadership has already secured 21,000 season-ticket deposits, including 4,000 premium seats and merchandise sales spanning all 50 states and 70 countries.
The Power of Branding
The Valkyries’ branding, characterized by its distinctive V shield and purple theme, has been met with overwhelming approval. Smith highlights the significance of creating an identity that resonates with fans. “We are already surpassing past revenues that I’ve seen in any women’s sports commercial landscape,” she noted.
A Veteran Leader
Smith’s extensive sports industry experience includes roles with the MLS Earthquakes, NHL Blue Jackets, MLB A’s and NWSL Angel City FC, which she helped launch in 2022. Her transition to the Valkyries continues her mission to build impactful sports franchises.
Charting a New Course
Smith is building a team distinct from its NBA counterpart, the Golden State Warriors. Despite shared back-office support, only 5% of ticket deposits come from Warriors season ticket holders. She sees the Valkyries as a unique platform where “mission and capital can coexist.”
“If you had asked me at 18 or 19, this is what I’ve been working for — to be a president of a team,” Smith said. “Every step has led to this moment for me,” Smith said of her experiences.
