The numbers are in, and they’re impressive. Halfway through the Valkyries’ first season in the WNBA, Olly has generated 26 million impressions from their partnership, according to an executive with the organization.
I’m struck by how significant these numbers are for a brand partnering with an expansion team in women’s basketball. This isn’t just a good showing—it’s a statement about the growing power and audience reach of women’s sports.
The WNBA has been experiencing unprecedented growth in viewership and fan engagement over the past few years. What we’re seeing with the Olly-Valkyries partnership confirms this upward trend and demonstrates the untapped potential that still exists in women’s sports marketing.
Why These Numbers Matter
Twenty-six million impressions at just the halfway point of a season is substantial by any measure. For context, many full-season partnerships across various sports might target similar numbers for an entire campaign. The fact that Olly has reached this benchmark in half a season suggests their investment is paying off in a major way.
What makes this particularly noteworthy is that the Valkyries are an expansion team. They don’t have the established fan base or history that other franchises might leverage. This success speaks volumes about both the WNBA’s growing appeal and Olly’s strategic approach to the partnership.
The timing couldn’t be better for brands to invest in women’s basketball:
- WNBA viewership has seen double-digit growth in recent years
- Social media engagement around women’s sports continues to climb
- Female athletes are increasingly recognized for their marketing influence
Brands that recognize this shift early stand to benefit from authentic connections with an engaged and growing audience.
The Bigger Picture for Women’s Sports Marketing
I believe this partnership success story represents something much larger than just one brand’s marketing win. It’s evidence that the persistent undervaluation of women’s sports as marketing platforms is finally changing.
For too long, brands have allocated disproportionately small percentages of their sports marketing budgets to women’s leagues and athletes. The ROI that Olly is seeing challenges that outdated approach.
26 million impressions halfway through the season.
That figure should make marketing executives across industries reconsider their allocation strategies. Women’s sports fans are among the most dedicated and engaged audiences in the sports world, and they notice which brands show up to support their favorite teams and athletes.
The success of this partnership also comes at a time when authenticity in marketing is more important than ever. Fans can distinguish between brands that genuinely support women’s sports and those that simply want to check a diversity box in their marketing plan.
Looking Ahead
If the second half of the season follows the same trajectory, Olly could be looking at over 50 million impressions from this partnership—a remarkable return on investment by any standard.
Other brands should take note. The window of opportunity to be seen as an early supporter of women’s basketball is closing as more companies recognize its value. Those who wait too long will miss the chance to build the kind of authentic relationship that early partners like Olly are establishing.
For the Valkyries, this partnership success story will likely attract additional sponsors, creating a virtuous cycle of investment and growth. The real winners here are the fans and athletes who have long known what marketers are finally figuring out: women’s sports deliver exceptional value, both on and off the court.
As the second half of the season unfolds, I’ll be watching not just the games, but also how this partnership continues to evolve and set new benchmarks for success in women’s sports marketing.
