United Becomes Official Airline Partner of the Golden State Valkyries, the WNBA’s Newest Expansion Team
By Lauren G. Thomas | Sports & Business Correspondent
In a move that blends the excitement of professional women’s basketball with the power of strategic branding, United Airlines has announced a multi-year partnership with the Golden State Valkyries, the WNBA’s highly anticipated expansion team based in San Francisco. The deal makes United the official airline partner of the Valkyries and signals a shared commitment to empowerment, community investment, and top-tier athletic performance.
The partnership was announced Thursday morning at a high-profile event held at the Chase Center, the future home of the Valkyries. WNBA Commissioner Cathy Engelbert, United Airlines CEO Scott Kirby, and Valkyries majority owner and CEO Diana Tran were all present, along with several newly drafted players and team staff.
“This is more than just a sponsorship deal,” said Engelbert, who called the partnership “a monumental moment in women’s sports.” “It’s about two forward-thinking organizations coming together to elevate the WNBA, champion equality, and support athletes who are redefining excellence both on and off the court.”
A New Chapter in Bay Area Sports
The Golden State Valkyries, officially announced as a WNBA expansion franchise in late 2024, are the league’s first new team in over a decade. With a launch set for the 2025 season, the team has already generated considerable buzz, drawing on the region’s rich basketball culture, tech-savvy fanbase, and progressive values.
Backed by an ownership group that includes Silicon Valley investors, former NBA players, and women-led venture capital firms, the Valkyries have made it clear that they’re not just here to participate—they’re here to lead.
“From the beginning, our vision has been bold,” said Tran. “We want to build a franchise that redefines what professional sports teams can be in terms of innovation, inclusivity, and impact. United Airlines saw that vision and wanted to be part of it from day one.”
The Valkyries’ branding pays homage to Norse mythology—an empowering nod to warrior women who guided heroes to victory. The team’s colors—deep indigo, metallic gold, and storm gray—reflect both strength and sophistication, with the Valkyries’ winged helmet logo quickly becoming a fan favorite on social media.
The United Partnership: What It Means
As the official airline of the Golden State Valkyries, United will handle all team travel logistics, providing charter flights for away games and customized travel support throughout the season. But the relationship goes far beyond travel.
According to Kirby, the partnership will also include:
Co-branded marketing campaigns, launching nationally in May 2025.
Community engagement initiatives aimed at supporting young girls in sports and STEM.
An annual “Flight for the Future” scholarship, awarding $50,000 to Bay Area high school students pursuing sports medicine, aviation, or leadership studies.
Joint sustainability programs, including carbon-offsetting for team flights and fan education on eco-friendly travel.
“This partnership is built around values,” Kirby said. “We believe in leveling the playing field, giving women athletes the platforms they deserve, and investing in the next generation. The Valkyries embody that spirit.”
Star Power and Storylines
The Valkyries are expected to make waves from day one—not just for their branding and backing, but for their on-court talent. During the 2025 WNBA Draft earlier this month, the team selected point guard Kiara “Kiki” Hampton with the No. 2 overall pick. A dynamic leader out of the University of South Carolina, Hampton has already been dubbed “the next Sue Bird” by some analysts.
She was present at Thursday’s event and spoke enthusiastically about the support she’s already felt. “This team is giving us everything we need to succeed,” said Hampton, flashing a smile. “And flying with United? That’s just icing on the cake. They’re treating us like royalty. No middle seats here.”
Alongside Hampton, the Valkyries acquired several veterans during the expansion draft, including three-time All-Star forward Nneka Okafor and defensive standout Brooke Jameson. The blend of youth and experience is already fueling high expectations.
Reactions from the League and Beyond
The announcement was met with enthusiasm across the sports world. Golden State Warriors guard Steph Curry tweeted, “Big congrats to the Valkyries and welcome to the Bay! Love seeing United step up for the W.”
Media outlets noted the significance of the timing, as women’s sports are experiencing unprecedented growth in both viewership and investment. Recent studies show WNBA attendance and ratings rose over 25% in 2024, with merchandise sales hitting all-time highs.
“This is the beginning of a new golden era for women’s basketball,” said sports marketing analyst Regina Lawler. “Partnerships like this validate what fans already know—women’s sports are smart business.”
A City United
As part of the partnership rollout, United Airlines also unveiled a special-edition Valkyries-branded Boeing 737, featuring the team’s colors and winged helmet on the tail. The aircraft will be used for select domestic flights throughout 2025, bringing Valkyries branding to cities across the country.
“This plane is a symbol,” said Tran, standing on the tarmac beside the jet. “It represents movement, ambition, and lifting each other up. That’s what the Valkyries are about.”
The team will also co-host a citywide celebration next month in San Francisco’s Civic Center, featuring musical performances, meet-and-greets, and youth clinics. United will offer free shuttle service and promotional flights to bring in fans from Sacramento, Los Angeles, and beyond.
Looking Ahead
With training camp set to begin in July and preseason games scheduled for August, the Valkyries are poised to become one of the most talked-about franchises in modern WNBA history. The United partnership not only ensures that the team will travel in style—it signals that major brands are paying attention to what the future of sports truly looks like.
“We’re not just flying together,” Kirby said in his closing remarks. “We’re rising together.”
As the Valkyries prepare to take flight—literally and metaphorically—one thing is clear: this is more than an expansion team. It’s a movement.
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About the Author:
Lauren G. Thomas covers the intersection of business and sports. Her work has appeared in Forbes, The Athletic, and Fast Company. She lives in Oakland with her dog, Buster.