As the WNBA enters a new era of growth, the Golden State Valkyries and Adobe are showing how sport and business are converging to reshape women’s basketball.
Just before tip-off at Chase Center, the energy felt familiar—but different.
The music, the packed concourses, the pre-game rituals all echoed a typical Warriors game night. But this time, it was the Golden State Valkyries taking the floor—marking not just the debut of a new team, but the return of expansion to the WNBA for the first time in over 15 years.
There were no theatrics. Just a sense that something meaningful was beginning.
Over 18,000 fans turned out for the Valkyries’ inaugural game, a sell-out that reflected the growing appetite for women’s basketball across the US and beyond. The launch comes at a moment of rapid growth for the WNBA—record viewership, rising ticket sales, and increasing interest from major sponsors.
Among them is Adobe, which recently announced a four-year partnership with the team focused on blending sport, creativity and community engagement in the Bay Area.
Adobe’s buy-in
Adobe’s partnership with the Valkyries is built around a shared focus on creativity and community, aiming to extend the team’s identity beyond the court.
At the heart of the collaboration is Valkyries Studio, a content platform that uses Adobe’s creative software to produce digital storytelling throughout the season—from player features and behind-the-scenes footage to fan-created content.
That commitment to community is further reflected in Creative Threads, a programme designed to support emerging artists across the Bay Area. Initially launched with the Golden State Warriors, the initiative has now expanded through the Valkyries to focus specifically on wearable art, giving local designers the opportunity to create original pieces inspired by sport and culture.
Adobe is also working with the team to develop limited-run merchandise featuring artwork by fans and regional creators. The pieces, some of which are worn by players during warm-ups and public events, serve as a visible connection between the franchise and its surrounding creative community.
In addition, Adobe’s tools have been integrated into the Valkyries’ mobile app, enabling fans to interact with custom content and contribute their own designs. The aim is not just to promote engagement, but to offer supporters a more active role in shaping how the team is seen and experienced.
WNBA’s rising popularity
The WNBA has witnessed unprecedented growth in recent years.
In the 2024 season, the league achieved its highest total attendance in 22 years, with 2,353,735 fans attending games—a 48% increase from the previous season. Additionally, the league recorded 154 sellouts, a significant rise from 45 in the prior year .
Television viewership also soared, with the 2024 regular season averaging 1.19 million viewers on ESPN platforms, marking a 170% increase from the previous year. The postseason averaged 1.1 million viewers, making it the most-watched in 25 years.
The league’s growth has attracted substantial corporate investments. In 2024, WNBA teams generated a record $136m in sponsor media value, with top brands like Nike, AT&T, and Michelob Ultra leading the way.
The WNBA’s Changemaker program, featuring partners such as Nike, Google, and Deloitte, continues to drive positive change for women’s sports and society.