Dawn Staley Shares Winning Fan Strategy with WNBA Expansion Team Portland Fire
South Carolina head coach Dawn Staley knows what it takes to build a loyal fanbase — and now she’s passing that knowledge on to the WNBA’s newest expansion team, the Portland Fire.
Speaking at The Epicenter: Women’s Global Sports Summit, Staley offered heartfelt advice to the Fire’s ownership group as they prepare to launch in the 2026 season. Her message? Start building connections with fans early — and make them feel valued.
“Give them a voice as they unveil the team, give them a saying and perspective,” Staley said. “You may not take all their ideas, but even if they’re being heard, they feel a part of it. Don’t leave them out. Don’t wait until the team’s already established to start listening. Start listening now. When you treat people good, they treat you better.”
Staley emphasized that putting fans at the center of a team’s identity isn’t just good will — it’s good strategy.
“I hope the owners really give the fans what they want,” she added. “Hear them out. They are the consumers; they’re the ones who are going to buy season tickets.”
And she knows firsthand how powerful that approach can be. Staley has turned South Carolina women’s basketball into a national powerhouse — not just on the court, but in the stands too. The Gamecocks have led the NCAA in attendance for 10 consecutive seasons, averaging a program-record 16,437 fans per game in 2024–25.
“South Carolina has been the leader in attendance for the last 10 years in college basketball. Little old Columbia, South Carolina,” she said. “Mom and pop, you can come past our office, you can sit down, you can have a conversation with us. We give you access to us.”
It’s not just about numbers for Staley — it’s about relationships. She revealed that she doesn’t even use the word “fans” anymore.
“We don’t call them fans, we call them ‘fams’ because they’re like family members to us,” she explained. “We include them in that, and they take pride in that.”
Staley sees similar potential in Portland, a city with a strong basketball history. She believes the Fire can tap into that same kind of community passion — if they’re willing to engage with it.
“There are people here that supported the Fire a long time ago that will rekindle that spirit in which they packed the gyms,” Staley said. “Give the fans access to the franchise, and they will certainly provide a home court advantage.”
Her words come at a time when the WNBA is seeing real success with fan-first approaches. The Golden State Valkyries — this season’s new franchise — have already shattered attendance and valuation records. Much of that success is credited to a strong fan engagement model and standout leadership from Coach Natalie Nakase, now a frontrunner for Coach of the Year.
For the Portland Fire, the path is clear — and if they follow Dawn Staley’s proven blueprint, the stands might just be packed from day one.
