The WNBA’s Washington Mystics leverage brunch and mimosas to fill arena

The GIST: Despite a season marked by unprecedented growth for the WNBA, the Washington Mystics don’t have the same level of big-name recognition that’s helping some other teams sell out their arenas. What they do have, however, is a genius marketing strategy.

• Their four-game “Brunch & Basketball” series is stealing spotlights and filling seats while providing a lesson to front offices on how to successfully play the hand you’re dealt.

The context: Major offseason roster changes saw the Mystics start the year without a superstar. Two-time MVP Elena Delle Donne announced she would be sitting out the season a week after Washington’s all-time assist leader Natasha Cloud signed a new deal with the Phoenix Mercury.

• While the Mystics did very well in the 2024 draft by snagging UConn standout Aaliyah Edwards with their first-round pick, she doesn’t have the same pull as Chicago Sky’s Angel Reese, LA Sparks’ Cameron Brink, or Indiana Fever’s Caitlin Clark.

The precedent: Much like tailgating in football or the famous food at the Masters, this remixed approach to dinner theater is creating a fan experience — and you don’t have to be a raving Mystics fan to want to partake.

• For only $105, you get a lower level seat for the game, bottomless mimosas, chicken & waffles, and other brunch essentials.

The draw: The WNBA’s audience is already young and diverse, but this ticket package is, ahem, serving millennials and Gen Z what they want. Regardless of how the currently 0-4 Mystics finish the season, this is still a win for the organization because they were able to create a valuable, memorable, and repeatable experience during a rebuilding year.

• To further drive the point home, a recent Hilton report noted that these generations are drawn to unique and shareable dining experiences, which the Mystics are certainly providing. Proof that brunch is always a good idea.