11
How the Valkyries Built a $1B Empire Before Playing a Game
How the Golden State Valkyries Became the WNBA’s $1 Billion Success Story
An expansion team shows what happens when you treat players like VIPs from day one
The Cat That Changed Everything
The Halle Berry Incident
In June 2026, star player Gabby Williams had a problem. Her 9-year-old rescue cat, Halle Berry, couldn’t be left alone overnight. Williams had a late game Monday and an early practice Tuesday across the bay. Losing sleep wasn’t an option for a pro athlete.
The team’s solution? Bring the cat! The Valkyries arranged for someone to watch Halle Berry at the facility. Williams got her sleep, the cat got company, and everyone won.
This small moment tells you everything about the Golden State Valkyries. They’re the WNBA’s newest team (started in 2025), and they’ve already become the first women’s pro sports franchise worth $1 billion.
How Did They Get Here So Fast?
1. Owners Who’ve Done This Before
- Joe Lacob and Peter Guber also own the Golden State Warriors (NBA)
- They paid $50 million in 2023 for the WNBA expansion rights
- Three years later: CNBC values the team at $1 billion
- Next three expansion teams (Cleveland, Detroit, Philly) paid $250 million each
Key Insight: Lacob has started 70+ companies. He calls this "one of the best executions" he’s ever seen.
2. World-Class Facilities From Day One
| Facility | What Makes It Special |
|---|---|
| Sephora Performance Center (Oakland) | Former Warriors practice facility, renovated with purple/black Valkyries branding, Sephora-sponsored |
| Chase Center (San Francisco) | 18,000-seat arena, 38-game sellout streak, NBA-level amenities (pizzeria, movie theater snacks, $25 cocktails) |
3. Player Experience = Competitive Advantage
The Valkyries treat players like the pros they are:
- Cat-sitting services (see Halle Berry above)
- Custom sleep solutions for Kiah Stokes: new mattress, comforter, magnesium packets, even a sleep study offer
- Charter flights (league-wide now, but Valkyries led the way)
- Real lockers, great food, thoughtful touches
- Marketing support: 12+ business partners did endorsement deals with players in Year 1
The "Secret Sauce": Culture Over Perks
Coach Natalie Nakase’s Philosophy
- 5’2" former walk-on at UCLA → WNBA Coach of the Year (Year 1)
- Father’s rule: "You have to be the best at everything. Sprint to the huddle."
- Team motto: "No assholes" (her words, per veteran Kiah Stokes)
- Hiring rule from Lacob: "Hire good people. Then everyone works hard and enjoys it."
The Balance: Players get VIP treatment, but entitlement is banned. As Nakase says: "The Sephora Center might as well be a junior high gym. The Chase Center could be a park court with chain nets."
Building a Fanbase From Scratch
Smart Marketing Moves
- "Founding Guard" season-ticket holders got varsity jackets (had to reorder!)
- Giveaway jerseys vanished in 30 minutes at a Giants game
- QR codes at every BART/Caltrain station for All-Star voting → Williams got 7th most votes league-wide
- 35 partner bars across the Bay Area for watch parties
- Community work: Players recognized at juvenile justice center before arriving
The Vibe at Games
- Fan brought out for pregame drums: "Founding Guard member since 2025" (the only year possible!)
- Opposing player Kate Martin (former Valkyrie, cut this year) got standing ovation + tribute video
- Random 3-pointer by rookie Kaitlyn Chen → crowd goes wild like they’ve never seen basketball
- Coach Nakase: "I can’t walk around in this shirt or I’ll get mobbed."
The Roster: Underdogs Trained Like Elites
| Player | Background | Result |
|---|---|---|
| Gabby Williams | UConn star → Chicago (bad experience) → Seattle → Valkyries | Career year: 14.9 PPG, $1.19M salary |
| Kiah Stokes | 12-year vet, free agent | Chose GS for "house in order" culture |
| Tiffany Hayes | 14-year vet, 4 teams | "Proof is in the doing" |
| Janelle Salaun | French national team, unknown | Promising contributor |
| Kaitlyn Chen | 3rd round draft pick | Fan favorite |
Year 1: Playoff berth (like Rocky Balboa and Ivan Drago — underdogs with elite training)
Year 2: 20-9 record, 4 games out of 1st, #1 ranked defense, championship contenders
The New CBA Changed Everything (For Everyone)
In April 2026, a historic Collective Bargaining Agreement raised the floor for all teams:
- Million-dollar max salaries
- Revenue sharing (players get a piece of league profits)
- Facility standards (no more missing lockers!)
- Housing stipends
- Retirement benefits
- Charter flights (finally!)
Reality Check: The Valkyries’ "advantages" are becoming league minimums. As President Jess Smith says: "Last year was not a movie premiere. We cannot take our foot off the gas."
What’s Next? Staying Ahead When Everyone’s Catching Up
Current Challenges
- Other teams must improve (CBA mandates it)
- Bay Area might be uniquely perfect for WNBA (tech money, progressive culture, sports-hungry)
- Expansion fees jumped from $50M → $250M → expectations are higher
Valkyries’ Strategy
- Study their own fans: Found 20-something men (not just "Girl Dads") buy more merch → new target demographic
- Global expansion: "How do we win the international market?"
- Section "personalities": Brand each arena area with unique traditions
- Never settle: Lacob’s rule — "Be the best at everything. Cat care. Road lunches. Fan greetings. Everything."
Summary: The Valkyries Blueprint
| Pillar | What They Did | Why It Works |
|---|---|---|
| Ownership | Experienced, deep-pocketed, patient | $50M → $1B in 3 years |
| Facilities | NBA-level from Day 1 | Players feel valued; fans get premium experience |
| Player Care | Holistic (sleep, cats, marketing, family) | Attracts top free agents; retains stars |
| Culture | "No assholes" + extreme work ethic | Perks don’t create entitlement |
| Community | Smart marketing + genuine connection | 300K+ Instagram followers; sellout streak |
| Standards | Exceed new CBA requirements | Stay ahead of rising league floor |
FAQ: Your Valkyries Questions Answered
Q: Wait, Halle Berry is a cat?
A: Yes! Gabby Williams’ 9-year-old rescue cat. Named after the actress. The team arranged cat-sitting so Williams could sleep before a game.
Q: How is a 2-year-old team worth $1 billion?
A: Perfect storm: Warriors ownership + NBA-ready arena (Chase Center) + Sephora-sponsored practice facility + Bay Area market + perfect timing with new CBA/media deal + incredible execution.
Q: What does "No assholes" actually mean?
A: Coach Nakase’s culture rule. Hire good people → everyone works hard → everyone enjoys work. Entitlement gets you cut, no matter how talented.
Q: Can other teams copy this?
A: Partially. The facilities and player care are becoming league standards (thanks to the new CBA). But the Bay Area market, Warriors infrastructure, and specific culture are unique advantages.
Q: Are they actually good at basketball?
A: Yes! Year 1: Playoff team. Year 2: 20-9, #1 defense, serious title contenders. They turned "expansion draft leftovers" into a contender through culture + infrastructure.
Final Thought
"You’ve got to always be hungry. You always have to have an ethos in the organization that you want to be the best in everything you do. Everything. The way you treat players, the way you pay players… the way you take care of their cat."
— Joe Lacob, Valkyries Owner
The Golden State Valkyries didn’t just build a basketball team. They built a case study in how to launch a pro sports franchise in 2025: invest in people, obsess over details, win the culture war, and never — ever — act like you’ve arrived.
The cat-sitting was just the beginning.
