The Golden State Valkyries: A Case Study in Sports Inclusivity

When the WNBA announced its first expansion team in over 15 years, the basketball world knew it was a big deal. But few predicted how quickly the Golden State Valkyries would become a beacon of community, pride, and belonging—especially for LGBTQ+ fans.

The Valkyries aren’t just another franchise; they are redefining what a pro sports team can look like in the 21st century.

Based in San Francisco, the Valkyries debuted in 2025 as the league’s newest expansion team, sharing an ownership group and arena with the Golden State Warriors. From the start, the franchise embraced its roots in one of America’s most progressive, diverse cities.

The name “Valkyries,” inspired by Norse mythology, celebrates powerful female warriors who choose who lives and dies on the battlefield—a fitting symbol for the WNBA’s bold, trailblazing athletes.

But beyond the branding, it’s what the Valkyries stand for that resonates most.

From day one, the Valkyries made it clear that inclusivity wasn’t an afterthought—it was core to their identity.

Here’s how they built instant credibility with the LGBTQ+ community:

• Authentic Storytelling: The team launched with a video campaign featuring local LGBTQ+ activists, artists, and fans reflecting on what the franchise means to them.

• Pride Partnerships: They announced collaborations with San Francisco Pride and multiple LGBTQ+ nonprofits before playing a single game.

• Visible Symbols: Jerseys and merchandise prominently feature Pride-themed alternate logos, not just during June but year-round.

• Inclusive Hiring: Front office leadership includes openly LGBTQ+ executives, sending a message that representation starts at the top.

The response was immediate. Early season ticket sales shattered expectations, with many fans citing the team’s commitment to inclusion as their primary reason for investing.

According to the team’s ownership group, the Valkyries have sold out every home game so far this season, drawing crowds that include longtime WNBA supporters, first-time attendees, and families who feel newly welcomed into the arena experience.

Merchandise sales have also surged, with the Pride Edition jerseys ranking among the best-selling WNBA items of the year.

Local media have called the Valkyries “the most important sports story in San Francisco since the Warriors dynasty,” not because of championships, but because of cultural impact.