The Craft of Releasing a WNBA Schedule: A New Spotlight on Team Branding
The opening games, All-Star festivities, and championships have long been the anchors sports fans circle each year. In today’s hyper-social age, there’s another moment fans eagerly await before the season starts: the moment their favorite team unveils its schedule.
For leagues like the NFL and NBA, schedule reveals have evolved into a full-on art form, with teams lampooning beloved TV shows, posting playful clips, and even joking at their coaches’ expense. Now, as women’s sports grow, WNBA clubs are joining that wave of creativity.
This season, teams are delivering roasts, ’90s nostalgia, movie-poster parodies, and more in campaigns that marketers say can take months to craft. These efforts go beyond boosting ticket sales; executives view them as strategic moves to strengthen a team’s brand and expand its fanbase.
“There’s an expectation now that you have to step your game up and have a pretty cool schedule release video,” says Seattle Storm chief marketing officer Will Gulley. “Otherwise, you’re gonna get trolled.”
Writers’ Room Notes
The Storm’s marketing team began sketching ideas for the schedule release before the holidays, Gulley explains. Several concepts were pitched to leadership, but they ultimately chose a path different from the original plan, teaming up with influencer and in-arena host Kayce Kirihara for a video that playfully ties Seattle landmarks to lighthearted jabs at other WNBA teams.
Across the country, the Golden State Valkyries assembled a similar crew—about a dozen members from marketing, social, and production—starting in November. They settled on a video featuring forward Kayla Thornton, humor that nods to rival cities, and a wink to Thornton’s own persona. The effort also leans into the popular “graphic design is my passion” meme and was supported by extra content, including a clip with San Francisco Mayor Daniel Lurie addressing local fans.
For Minnesota, the Lynx, marketers say, devote year-round planning for the schedule release, with the offseason serving as the true sprint to lock in details once the season schedule becomes official. “You always know it’s around the corner,” notes Jarrel Tolbert, the team’s director of digital content. “Even now there are elements we didn’t implement this year that we might try next year with more lead time.”
This year’s official start date, May 8, lingered in some doubt due to ongoing talks between the WNBA and its players’ union. Still, the schedule dropped as planned on January 21. The Lynx rolled out several schedule posters inspired by A24 films, including Marty Supreme for New York Liberty games and Aftersun for the Connecticut Sun. Tolbert says the concept blended team interests with timely pop-culture trends.
Content Libraries and Pop Culture Playbook
The Lynx aren’t alone in tapping familiar media for schedule reveals. Portland’s Fire collaborated with Carrie Brownstein and Fred Armisen on a Portlandia-inspired announcement, while the Dallas Wings re-created The Office opening credits with rapper Monaleo.
New York Liberty’s approach leaned into ’90s nostalgia, fitting for a franchise celebrating three decades. Chief Brand Officer Shana Stephenson explains they enjoy pushing creative boundaries with schedule drops that engage fans and spur ticket purchases. The Liberty released a six-minute video at year’s start, packed with references to Family Matters, Full House, Jeopardy!, and Miss Cleo.
The Bigger Picture: Metrics and Momentum
Seattle’s team uses ticket sales as one gauge of a successful drop, but Lynx marketers track a broader set of outcomes: views, impressions, engagement, and public perception of the campaign and the team. The aim, Tolbert says, is to extend resonance beyond the usual basketball audience and connect with new fans while still captivating core supporters.
As competition heats up, brands are joining the mix. The Valkyries’ schedule release was sponsored by jersey-patch partner Kaiser Permanente; Toronto Tempo teamed with Lego Canada for its inaugural reveal; and the Los Angeles Sparks’ schedule drop was presented by Orly nail polish.
Commentary on Growth
As one veteran observer notes, it’s thrilling to witness the WNBA’s evolving storytelling—an essential ingredient as the league welcomes fresh audiences. The ongoing emphasis on narrative, culture, and community signals not only stronger marketing but a more vibrant professional sports landscape overall.
Discussion prompts: Do you enjoy these schedule-release campaigns more than traditional game promos? Which team’s approach do you think does the best job of marrying humor with brand identity? And with every campaign, what responsibilities should teams consider when drawing on broader pop culture or sensitive topics? Share your thoughts in the comments.
