In the world of sports, branding is everything. A team’s identity can shape its future, attract fans, and set the tone for its performance on and off the court. And that is exactly what the Golden State Valkyries have done so far. But their journey to establishing that identity almost hit a snag, thanks to an upcoming rival WNBA franchise.

In a recent episode of the podcast “Good Game with Sarah Spain,” Jess Smith, President of the Valkyries, and  Teresa Resch, President of the Toronto WNBA franchise, discussed the Valkyries’ branding journey and how it almost faced a setback. “It’s so funny,” Teresa noted, “I didn’t even realize, Jess, that when you arrived and took the job , Valkyries was already chosen.”

Teresa further shared, “Valkyrie was actually very popular,” as they discussed the Toronto franchise’s process for selecting its own name. Funny enough, while the sister franchise of the Golden State Warriors was a quick hit as the expansion to San Francisco was announced, seems like a similar tea was brewing all the way North in Toronto.

She further stated that they had started from a similar place and wanted to hear from Canadians, emphasizing that it was very important for them to have a voice in the process. She mentioned that a website and a text number were set up, asking Canadians to share their preferences. Teresa added that it was interesting to see the submissions.

The Valkyries’ name, now synonymous with fierce leadership and community engagement, inspires Toronto’s upcoming WNBA team significantly. “We take a lot of cues from the Valkyries, yeah, and we talked to Jess a lot, NWSL…,” said Teresa during the podcast. Toronto’s creative process highlighted how interconnected the WNBA’s growth has become, as franchises lean on each other for inspiration, yet strive to stand out.

While serving as president of the Golden State Valkyries, Jess Smith highlighted the distinctiveness of the Valkyries’ vision and underscored the importance of differentiating themselves from their NBA counterparts, the Warriors. “When you see blue and gold and Golden State, you’re going to think of the Warriors. They’ve earned every piece of that legacy. We want the ability to build our own legacy.”

By opting for violet as their dominant color, the Valkyries sidestepped potential confusion with the Warriors while forging a bold identity of their own. As Sarah Spain humorously chimed in, “I love the violet, not just because it looks really good on me… this is a color you don’t see in professional sports really.”

A Shared Vision for Women’s Sports

The Valkyries’ branding goes beyond aesthetics—it taps into the growing influence of women’s sports, where fans expect teams to be as culturally relevant as they are competitive. As Smith pointed out, the goal wasn’t just to build a team; it was to create a product that invites everyone, regardless of whether they’re Warriors fans or not. “This audience is a unique audience,” she said. “Not all of them will be Warriors fans. You want to make sure that you’re building a product that invites everybody to have a seat at the table.“

This inclusive approach, mirrored by the Valkyries’ decision-making, echoes across the WNBA. Much like Toronto’s upcoming team, which is still finalizing its identity, Smith’s team listened to a global audience. “We had over 98 different countries actually interact with the website, which really surprised me,” Teresa shared, recalling how fans from around the world submitted over 1,000 unique name suggestions.

In a league as young and progressive as the WNBA, the emphasis on global engagement and cultural resonance isn’t just a trend—it’s the blueprint. Jess reflected on this, having also helped launch Angel City FC in the NWSL. “What I think is similar is the opportunity to really lean in and be unapologetically yourself and build something that’s real.“

The Valkyries may have faced challenges in carving out their own space within a sports market shared with the legendary Warriors, but they’ve succeeded in creating something distinct and deeply connected to their community.

As WNBA franchises like Toronto continue to develop their brands, they’re leaning on lessons from teams like the Valkyries, who have shown that building a legacy is about more than just winning games. It’s about shaping an identity that resonates on and off the court.