L.A. Sparks name Vanessa Shay new team President

The WNBA L.A. Sparks have named Vanessa Shay their new President, where she will oversee all business operations for the team beginning today. Shay previously served as NWSL San Diego Wave FC CRO since the team’s formation in June ’21, where she guided the franchise through its expansion. She oversaw revenue generation for the team from consecutive sellout games and being top in league merchandise sales and signed their kit sponsors and medical partners. On her interest in joining the Sparks, Shay said, “Basketball has been a part of my life ever since my youth. And I've been in Los Angeles and Southern California professional sports for over 20 years. So the opportunity to bring my passion for basketball and my experience in front office professional sports in Southern California was an opportunity I could not turn down.” Shay will be reporting directly to Managing Partner Eric Holoman.

With her experience with the Wave and her 13 years as AEG Worldwide VP/Global Partnerships, where Shay oversaw the launch of L.A. Live, she will look to bring the Sparks back to glory on and off the court. Holoman said Shay will be instrumental in that. Shay said in her role she will focus on three big pillars on the business side: brand awareness, corporate sponsorships and merchandise. That includes, among others, increasing season-ticket sales, connecting with brands and corporations that support women’s sports in L.A., and reinventing the team’s merchandise, which she believes could be lucrative for the team. Shay: “The Sparks are one of the original teams in the WNBA. The logo of the Sparks has lot of recognition, but I don't think it's being properly monetized into exciting and innovative merchandise that our community wants.” She said that and getting more corporate sponsorships, like their seven-figure deal with UCLA Health, is going to help drive the brand forward on the business side. The Sparks conducted a national search led by SRI Executive to replace former President Danita Johnson who departed to become DC United President in December ’20.

Credit: Sports Business Journal