The WNBA's creative schedule releases: a new art form
For sports enthusiasts, the release of team schedules is an exciting tradition, akin to the anticipation of opening days and championship games. In today's social media-driven world, this moment has become even more special, as fans eagerly await the unveiling of their favorite team's game schedule.
While the NFL and NBA have mastered the art of schedule releases, with teams creating hilarious parodies and light-hearted content, the WNBA is now joining the fun, showcasing its growth and creativity.
But here's where it gets controversial...
This year, WNBA teams have taken schedule releases to a whole new level, with friendly roasts, '90s nostalgia, and movie-inspired campaigns. These elaborate efforts are not just about selling tickets; they're about building strong team brands and engaging fanbases.
Will Gulley, CMO of the Seattle Storm, puts it best: "There's an expectation now that you have to step up your game and have a cool schedule release video. Otherwise, you're gonna get trolled."
The Creative Process
The Storm's marketing team started brainstorming ideas before the holidays, eventually collaborating with influencer Kayce Kirihara on a video showcasing Seattle's unique monuments with jokes about other WNBA teams.
Over at the Golden State Valkyries, a team of marketers, social media experts, and producers worked tirelessly to create a video starring forward Kayla Thorton, making light-hearted jokes about other cities. The video also plays on the "graphic design is my passion" trend, with additional content featuring San Francisco's Mayor Daniel Lurie.
And this is the part most people miss...
Some teams, like the Minnesota Lynx, dedicate an entire year to brainstorming for their schedule release. Jarrel Tolbert, the team's director of digital content, explains that they "really lock in" during the offseason, once they know the official schedule date.
"You always know it's around the corner," Tolbert adds. "We're already thinking about what we can do better next year."
Pop Culture References and Brand Partnerships
The Lynx's schedule release campaign featured posters inspired by A24 movies, such as "Marty Supreme" for New York Liberty games and "Aftersun" for the Connecticut Sun. The team combined their personal interests with trendy pop culture topics to create a unique and engaging experience.
Other teams, like the Portland Fire, collaborated with celebrities for their schedule announcements. The Dallas Wings recreated the opening credits of "The Office" with rapper Monaleo, while the Liberty leaned into '90s culture with references to shows like "Family Matters" and "Full House."
Measuring Success
For teams like the Liberty and the Storm, ticket sales are a key metric for gauging the success of their schedule drops. However, marketers also track other metrics, such as views, impressions, and engagement, as well as the perception of the team and campaign.
Gabe Schneider, the Lynx's social media coordinator, emphasizes the importance of reaching beyond the basketball world: "Our goal is to create content that resonates with WNBA fans and Lynx fans, but also with people outside our typical fan base."
The Future of WNBA Schedule Releases
As the WNBA continues to grow, so does the pressure and friendly competition among teams for the most creative schedule release. Brands are now getting involved too, sponsoring these campaigns and further elevating the experience.
Jess Smith, President of the Golden State Valkyries, reflects on the league's progress: "As someone who remembers the launch of the W, it's incredible to see this continued growth and commitment. Storytelling is key as we welcome new audiences into the league."
So, what do you think? Are these creative schedule releases a fun way to engage fans, or do they take away from the focus on basketball? Let us know in the comments!
