By Beth Schnitzer—
After the Gold: The Olympic Spirit Lives on in the Bay Area
Like many sports fans, I’m still experiencing a bit of Olympic withdrawal, which made it all the more meaningful to see the Olympic spirit come home to Oakland.
As Spritz, my marketing agency, was working alongside Visit Oakland on Oakland Restaurant Week, the Visit Oakland team was also planning a major celebration rally for hometown hero Alysa Liu. I was so disappointed to miss it in person while attending a Visit California tourism conference in San Diego, but through media coverage and stories from friends and colleagues, I felt like I was right there.
Nearly 4,000 people gathered at Frank H. Ogawa Plaza for what can only be described as a true Oakland celebration: vibrant, diverse, and full of heart. From R&B star Kehlani to local performers and community leaders, the event reflected the spirit of the city that helped shape Liu’s journey.
Kristi Yamaguchi was there, along with team mascots including the Golden State Valkyries’ Violet and the Oakland Ballers, adding to the energy and pride of the moment. Mayor Barbara Lee presented Liu with the key to the city, while Andre Ward welcomed her home, and messages from Stephen Curry and Steve Kerr lit up the video board—a true Bay Area sports moment.
It was a reminder that Olympic greatness doesn’t end on the podium; it lives on in the communities that help build it.
Liu’s authenticity and joy have inspired a new generation, and I can’t wait to see the little girls she’s inspiring, perhaps even showing up to the rink with her now-iconic zebra hairstyle. While she has stepped back from competition, including withdrawing from the upcoming World Championships, it’s clear this is just the beginning. With Stars on Ice coming to San Jose this spring, featuring fellow U.S. Olympians, I can’t wait to see what’s next.
WNBA Momentum and a Landmark Agreement
Moments like these don’t just celebrate greatness, they fuel what comes next.
That momentum is playing out across women’s basketball, as the WNBA and its players have reached a long-awaited labor agreement. It was encouraging to see both sides come together, ensuring the upcoming season will move forward as planned.
While the agreement had not yet been formally signed at the time of this writing, reports indicate that key issues, including revenue sharing, salaries, and long-term league growth, have been addressed.
As Breanna Stewart shared, the goal is to build a system “where everyone is getting what they deserve and more.” It’s a powerful moment for a league that continues to grow in visibility, investment, and cultural impact. With that progress, the excitement continues here in the Bay Area. I’m looking forward to the upcoming season and watching the Golden State Valkyries build on the energy of their inaugural year.
That forward momentum extends well beyond the WNBA, reaching the global stage once again.
LA28: Tickets, Tech & the Future of the Games
While the Olympic spotlight recently shined in Milan and Cortina, attention is already turning toward the future of the Games in Los Angeles in 2028. Earlier this spring, organizers announced overwhelming demand for the initial ticket registration lottery, with millions of fans worldwide signing up for the chance to purchase seats when sales officially begin. I added my name to the list and encouraged family and friends to do the same—and can’t wait to see who will be selected for access when announcements are made.
Beyond the excitement of attending the Games, LA28 is also shaping up to be one of the most technologically innovative Olympics ever staged. Bay Area–based Archer Aviation, now an official partner of LA28, Team USA, and the Paralympics, is developing its piloted electric air taxi, “Midnight,” which could transport up to four passengers between venues via vertical takeoff and landing hubs in as little as 10 to 20 minutes.
Archer’s aircraft recently received federal approval to begin testing, alongside fellow Bay Area company Joby Aviation, marking a major step toward making this vision a reality.
It feels a bit like the Jetsons coming to life—from driverless cars like Waymo to now the possibility of air taxis. Archer’s aircraft are also expected to support emergency services and security operations during the Games, further showcasing how technology and sport are converging in real time. I look forward to possibly seeing test flights closer to home.
If successful, the LA Games will offer, not just world-class competition, but a glimpse into the future of how we move.
And, as the future of sport takes shape globally, the Bay Area’s own teams continue to build momentum right here at home.
Bay FC and March Madness Keep the Bay Buzzing
The Bay Area sports calendar isn’t slowing down anytime soon. Bay FC continues to build momentum in the National Women’s Soccer League, opening its season on Saturday, March 14, with an exciting win over expansion team Denver Summit. With a new coach and a passionate fan base behind them, the club is quickly establishing a new standard for professional women’s soccer in Northern California. Upcoming home matches against Angel City FC and the Washington Spirit will keep that energy building as the season gets underway.
Meanwhile, March Madness has arrived—one of the most thrilling times on the sports calendar. I’ve already filled out both my men’s and women’s brackets, and there’s nothing quite like the excitement of buzzer beaters, breakout stars, and underdog stories unfolding on a national stage.
It’s especially exciting that the Bay Area remains part of the tournament spotlight, with San Jose hosting Elite Eight action this year after San Francisco hosted in 2025.
On the women’s side, I’m keeping a close eye on UConn—a longtime favorite, thanks to my East Coast roots and family. On the men’s side, I’ll also be rooting for St. John’s—another East Coast team I always enjoy following. Some loyalties never fade.
From the professional pitch to the college hardwood, the Bay Area remains a vibrant center of the spring sports calendar. And, as spring sports momentum builds across the region, my next sporting stop will take me across the country … to Boston.
Boston Marathon
As this column goes to print, my focus will soon shift from Olympic arenas and professional stadiums to one of the world’s most iconic road races: the Boston Marathon.
Later next month, my family will gather in Boston to cheer on my niece Lexi as she runs her first Boston Marathon on April 20. Qualifying for Boston is a remarkable accomplishment for any runner, and watching her balance the demands of coaching track and field at Rutgers University—including constant travel with the team—while carving out time to train, often in the early hours of the morning, has been incredibly inspiring.
The Boston Marathon has long represented more than just a race. It’s a celebration of endurance, resilience, and the power of community—qualities that define so many of the athletes we admire, whether on Olympic podiums or city streets. And, in this case, it’s especially meaningful to watch that journey through my niece, a former student-athlete who is now a coach, continuing to inspire others.
Our entire family will be there, lining the course and cheering her on every step of the way, joined by friends from New Jersey and Boston. And, while the finish line on Boylston Street marks the end of the race, it also represents something greater: the courage to chase a goal and the joy of crossing the line surrounded by those who believe in you.
I can’t wait to see Lexi run.
Final Thoughts
From Olympic celebrations in Oakland to the next chapter of women’s sports, innovation, and competition across the Bay Area, this month reminded me that momentum in sport never stands still. It evolves, it connects, and it continues to inspire, from global stages to hometown streets.
Signing off from the Bay—where passion meets the play.
Beth Schnitzer, the former President of WISE (Women in Sports and Events), is the Co-Founder and President of Spritz: https://spritzsf.com/
Beth’s Bay Area Sports Beat
Published on March 26, 2026
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