Not everyone knows that a Valkyrie is a female warrior from Norse mythology, but today’s sports fans understand that WNBA’s Golden State Valkyries have taken women’s pro basketball—and the sports world—by storm.

In just the franchise’s second season, the Golden State Valkyries are playing in the WNBA Finals, a meteoric rise that’s made the team the hottest ticket in the Bay Area and a national sensation. 

The Valkyries are just the latest example of women’s sports captivating American fans, from NWSL soccer and the Olympics to college basketball, volleyball and softball.

With growing audiences that span genders and generations, women’s sports offer brands a community of avid, passionate fans. And fans care about who supports their teams, with four in 10 saying they prefer to spend money on brands that advertise with their favorite franchises or sports¹.

As the Valkyries’ exclusive broadcast radio partner, Audacy’s 95.7 The Game gets a front-row seat to the action at the 18,000-seat Chase Center, known to Valkyries fans as Ballhalla—a nod to Valhalla, the legendary hall of fallen warriors in Norse mythology. Already, 90% of season ticket holders have renewed for next year. Home games are a sea of fans in lavender who stay until the final buzzer, no matter the score.

Led by breakout star Gabby Williams and a roster of hardworking veterans and young upstarts, the Valkyries have enjoyed an unexpected—and intoxicating—rise without a superstar like Caitlin Clark or Breanna Stewart. 

“The Valkyries are a movement. It is an opportunity because it has such a passionate and engaged fan base; they can connect with the community and be part of the brand.” — Kieran Geffert, Audacy’s Regional Vice President, who oversees stations in San Francisco, San Diego, Riverside, Seattle, and Sacramento

The excitement doesn’t end in California. From the WNBA and NWSL to the Olympics, college sports and emerging professional leagues for hockey, softball and beach volleyball, women’s sports are more popular than ever.

Collectively, women’s sports attracted 40 million U.S. fans in 2025, according to a new women’s sports report from The Trade Desk. The excitement will intensify next year with the 2027 FIFA Women’s World Cup in Brazil and the 2028 Summer Olympics in Los Angeles, with female athletes poised to become household names.  

What do women’s sports fans look like? Notably, they skew slightly male: men comprise 53% of fans, compared to 47% women². Half of fans are under 45², and they’re influential consumers who are more likely than general sports fans to visit a brand’s website or social media pages and make purchases.

Women’s teams aren’t just riding the coattails of their male counterparts. Across intersecting NBA and WNBA markets, NBA ticket buyers account for just 2% to 8% of the total WNBA customer base¹. 

That fandom is transforming women’s sports from an experimental component of brand marketing campaigns into a centerpiece. In 2025, brands doubled their investment in the WNBA, with 450 brands spending $76 million². 

Fans and brands are lining up to associate with these passionate audiences who value the engagement and authenticity of their favorite teams and athletes.   

“There’s an avidity and enthusiasm around women’s sports that’s unmatched,” Geffert said. 

In the Bay Area, the passion extends from celebrities to families. After attending a playoff game with his daughter, San Francisco 49ers star Mike Evans said it “was the best basketball game he’d ever been to.” Meanwhile, 11-year-old Genevieve, who attended a recent game with her grandmother Nuria from San Mateo, told a local TV station that she loves the games because they spend time together and her grandmother yells the loudest. 

On 95.7 The Game, the Valkyries command the airwaves, with head coach Natalie Nakase joining Willard & Dibs on air and live video recently to toast the team’s success.

The station is rapidly expanding advertising opportunities to fit a range of marketing budgets and objectives.

A Winning Record Beyond the Game

The Opportunity: Design a custom integration that spotlights a female-led, employee-owned Bay Area company and leans into the Valkyries’ popularity outside of play-by-play broadcasts and highlights shared values.  

The Solution: A multiplatform 95.7 The Game campaign that includes a weekly “Built Like a Baller” Valkyries feature on-air, digital, and on social media celebrating player performance and the grit, discipline, and resilience behind them.

The Results: The company’s website traffic surged an average of 79% higher on days the campaign aired, prompting the brand to increase investment around the playoffs and new social activations. 

“We can weave brands into the games, on-air conversations, and social content game day and every day,” Geffert said.  

J Vineyards serves as the official sparkling wine of the Golden State Valkyries. The brand sponsors the “Sparkling Performance of the Game” across the station’s broadcast and social media, celebrating standout player performances and extending the marketer’s exposure across platforms. 

During a recent episode of “Willard & Dibbs”, the company congratulated the team and its fans during the broadcast, demonstrating how creative integrations can go beyond traditional spots and create a 360-degree experience.  

But it doesn’t end there. On The Game’s sports talk shows, fans regularly call in and text to share their Valkyries opinions. Audacy’s other stations embrace Valkyries fever, weaving the team into conversations. Hosts regularly attend games wearing custom jerseys, then rave about their experiences. News station KCBS shares game updates and live reactions from watch parties. Hot AC Alice @ 97.3 afternoon-drive host Jayn, a self-described superfan, shares her fandom across the airwaves and on social media. Each on-air and digital moment deepens the community’s growing fandom. 

Fans are increasingly seeking out audio content about women’s sports. Three in ten women’s sports fans listen to podcasts for insider perspectives and expert analysis¹. Popular shows include THE RE-CAP SHOW, where former U.S. women’s soccer stars Tobin Heath and Christen Press discuss all things soccer, and The Women’s Hoops Show, hosted by sports journalist Jordan Robinson, which dives deep into the WNBA excitement. 

Expect to see—and hear—even more women’s sports conversations in the weeks and months to come. With their success, the Valkyries are more than a WNBA darling; they’re an inspiration to women’s sports teams and athletes. Women’s sports have arrived, and they’re growing more powerful. 

“We’re not talking about potential anymore,” Geffert said. “We’re talking about sold-out arenas, passionate fans, and brands wanting to be a part of it. We’re just scratching the surface.”