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New Sparks President Shay looking to grow brand awareness

New WNBA L.A. Sparks President Vanessa Shay will be "tasked with boosting the team to new business success, capitalizing on the rising growth of women’s sports while contending in a crowded sports market," according to Thuc Nhi Nguyen of the L.A. TIMES. Filling a position that has "been vacant for more than two years" since former President Danita Johnson joined DC United‘s front office, Shay will be "responsible for attracting more corporate sponsors and boosting fan attendance for one of the WNBA’s last three remaining original teams." It will "take time" for Shay to "study the inner workings of the Sparks and decipher the best way forward." Within her first hours on the job, she "already knew the Sparks needed a brand awareness campaign to remind L.A. about the three-time WNBA champions." Shay said, "I do believe in recent years, due to the pandemic and due to a lot of other circumstances out of the control of the WNBA or the Sparks, we have kind of lost who we are. I don’t believe the Sparks are top of mind for every traditional sports fan in Los Angeles and we need to change that." Last year, when the Sparks moved from the Convention Center to Crypto.com Arena, they drew an average crowd of 2,398 during their final five games, "nearly three times as many" as they averaged in the Convention Center (L.A. TIMES, 5/16).

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