New WNBA franchises embrace winning marketing tactics as they build local hype

The GIST: Though the WNBA’s 2026 season schedule remains up in the air due to ongoing CBA negotiations, forthcoming W franchises are rolling ahead with preseason marketing campaigns.

• Two teams — the Portland Fire and the WNBA Cleveland team hitting the hardwood in 2028 — have embraced key learnings from across the league to strengthen their franchises and energize fans long before tip-off. This is the way.

Portland: The Fire released uniform designs for its debut season, as well as a new “PDX” logo playing on the city’s popular nickname and the franchise’s storied history. The jerseys will also feature patches for banking company Chime, which announced a partnership with the team on Tuesday as it pushes into the sports space.

• Portland may be taking notes from the Golden State Valkyries’ playbook on catering to the community and attracting high-profile endorsements. The city boasts a dedicated grassroots women’s sports scene, distinct opportunities with nearby Nike, hall of famer Sylvia Fowles on the coaching staff, and even a Portlandia collab. Can’t risk FOMO.

Cleveland: On Tuesday, the franchise announced its W CLE Assist Program, a unique season ticket strategy that taps into previous learnings across women’s sports. Gotham FC embraced the power of fan loyalty in its legacy ticketing programming, while W sponsor Ally noticed last year that customers were exceptionally responsive to rewards program opportunities.

• Through March 27th, only Cleveland fans who have already registered for season tickets are able to share a referral code with friends. If they make a $28 payment toward season tickets with the referral code, this counts as an “assist,” granting the fan exclusive experiences and prizes.

Zooming out: Landing a WNBA franchise is more expensive and competitive than ever, but that’s also because the ROI opportunities grow each season. The Valkyries proved that employing innovative strategies that center the local community, while engaging its fans and companies, pays off. In just one season, the Valks became the W’s most valued franchise.

• And let’s not underestimate the power of the cool factor, which had Golden State drawing celebrity crowds and commanding thousands for floor seats. In different ways, Portland, Cleveland, and even the Toronto Tempo are looking to gain points with fans — making the court the place to be will drive hype like nothing else. Fired up.