For leagues like the NFL and NBA, schedule releases have become an art form. In a sign of growth in women’s sports, WNBA teams have also upped their creativity. This year, WNBA teams have come up with campaigns that their marketers say took months to put together, but the efforts aren’t just about driving ticket sales – team executives say these campaigns can also be integral to building team brands and fanbases.
The Storm’s marcom team worked with influencer and Storm in-arena host Kayce Kirihara on a video showcasing unique Seattle monuments tied to jokes about other WNBA teams.
Over at the Golden State Valkyries, the marketing team also landed on a video that makes light-hearted jokes about other cities, starring forward Kayla Thornton. The video was accompanied by additional content featuring San Francisco Mayor Daniel Lurie speaking to local fans.
The Lynx rolled out portions of its schedule using a series of posters based on A24 movies, including Marty Supreme for New York Liberty games and Aftersun for the Connecticut Sun. The team landed on the concept by combining their personal interests with trendy pop-culture topics, according to Jarrel Tolbert, the team’s director of digital content.
The Portland Fire worked with Carrie Brownstein and Fred Armisen for a Portlandia-themed announcement, while the Dallas wings re-created The Office opening credits with rapper Monaleo.
The Liberty, also, wanted to lean into pop culture, according to Chief Brand Officer Shana Stephenson, and as an original WNBA franchise celebrating its 30th anniversary this year, decided to lean into all things ’90s. The team release a six-minute video featuring references to Family Matters, Full House, Jeopardy!, and ’90s psychic Miss Cleo.
Team marketers said the pressure over schedule release campaigns is heating up and brands are taking notice. The Valkyries’ schedule release content was sponsored by jersey patch partner Kaiser Permanente, the Toronto Tempo partnered with Lego Canada for its inaugural drop, and the Los Angeles Sparks’ schedule release was presented by nail polish brand Orly.
