By Beth Schnitzer–
(Editor’s Note: This issue marks the launch of a new sports column by longtime San Francisco Bay Times supporter and contributor Beth Schnitzer, who is the Co-Founder and President of SpritzSF. Just over 20% of all sports reporters nationwide are women, according to recent surveys, so we are happy to increase that statistic.
We are also honored that Beth Schnitzer, in particular, will be at the helm of our sports coverage. Her mother Bette Schnitzer started the girls’ track and field program at Union Catholic High School back in the 1960s, and was such a beloved instructor, coach, and mentor that students knew her just as “S”—a one-letter nickname, a/la James Bond’s “M” and “Q.” Beth’s niece Alexa “Lexi” Westley is now one of the youngest professional women coaches in college sports. She is a Cross Country Assistant Coach at Rutgers University and a possible future Olympics contender.
Beth herself is no slouch when it comes to fitness and sports as we learned during her coverage for the Bay Times of the 2024 Summer Olympics in Paris. She and Lexi probably walked more miles during that trip than the distance of multiple Bay to Breakers.
Look for her column each month in the San Francisco Bay Times.)
Welcome to the debut of Beth’s Bay Area Sports Beat.
If you’ve ever sat in a stadium, stood on a sideline, or found yourself glued to a screen cheering for your favorite team, you are in the right place. I’m thrilled to launch Beth’s Bay Area Sports Beat, a new monthly column for the San Francisco Bay Times that brings you the stories, highlights, and heart of sports from around the Bay Area—and beyond.
Sports have always been a part of my DNA. I come from a sports-loving family: my siblings are athletes; my niece, Lexi Westley, is a former star student athlete at the University of Wisconsin and is now an Assistant Coach for Cross Country/Track & Field at Rutgers University; and my parents were deeply involved in coaching and supporting sports at both the high school and collegiate levels. I’ve turned that lifelong passion into working with sports clients at Spritz—serving as the official local PR agency for Super Bowl 50, World Cup Rugby 7’s, The Tournament of Champions Squash Championships in NYC, the 49ers Foundation, and others. Now it is particularly exciting to have a platform to share what’s happening on the field, court, track, pitch, and more!
You may have read my coverage of the Paris Olympics last summer here in the Bay Times, and I’m excited to continue bringing you my perspective—starting with the debut of the Golden State Valkyries, the rise of Major League Cricket, and some Olympic buzz. Expect insights, a little commentary, and plenty of love for the game.
Let’s play!
The Valkyries Take Flight: A New Era of Bay Area Basketball
I was honored to attend the inaugural preseason game for the Golden State Valkyries and witness history in the making.
From the moment I stepped into Thrive City outside of Chase Center, the energy was electric. Fans in purple jerseys and creative attire filled the plaza—men, women, families, couples, kids, and solo attendees—all buzzing with excitement. Activations, music, and entertainment added to the hype, creating a true festival atmosphere before tipoff. I grabbed a glass of champagne at one of the outdoor bars and proceeded to the entrance.
Inside the arena, the Valkyries violet lights lit up the stands, and the crowd was on fire. The emcee kept the energy high with dynamic commentary and fun in-game activations—even walking us through how to cheer for the team. I was watching alongside my sister, Christine, who is a devoted NBA and WNBA fan, and we found it impossible to sit still; we were cheering all throughout the game.
The coaching staff rotated players throughout the night as the team began building chemistry. Leading them is Head Coach Natalie Nakase, who is the first Asian American head coach in the WNBA’s 29-year history. Her presence on the sidelines is powerful—not just for what she brings strategically, but also for what she represents in terms of leadership, representation, and breaking barriers.
Though the Valkyries lost the game by just one point, the entire arena was on its feet with a standing ovation at the buzzer. The passion, energy, and spirit were undeniable. This isn’t just a team; it’s a movement. Now I can’t wait for the rest of their regular season home games, with the next one happening on June 1 to help kickoff Pride Month. The Valkyries then will be taking on the Minnesota Lynx.
One of the most exciting parts of this new franchise is the globally diverse roster. In addition to standout U.S. talent, the Valkyries feature players from France, Australia, the U.K., Belgium, Italy, and Lithuania. This international flavor adds even more color to the team.
Before the game, I had to brush up on the meaning of “Valkyries.” In Norse mythology, Valkyries are fierce warrior women who guide slain warriors to Valhalla. It’s a powerful symbol of strength, leadership, and fearlessness—perfect for this historic WNBA expansion team.
The branding is equally meaningful: the logo features the Bay Bridge, with its cables forming wings and the tower doubling as a sword. The five-wing segments represent the 10 players on the court, and the overall shape of the logo forms a “V” for Valkyries. The color—Valkyrie Violet—reminded me of the lavender track and branding at the Paris Olympics track and field stadium. It’s bold, elegant, and absolutely unforgettable.
While the energy surrounding the Valkyries has been overwhelmingly positive, sadly, just a week after the game, news broke that Caitlin Chen—the 30th overall draft pick and the first Taiwanese American player in WNBA history—was waived by the team.
Chen, a Princeton graduate who transferred to UConn and won an NCAA championship, brought a lot of excitement with her. She was honored at Taiwanese Heritage Night at a recent San Francisco Giants game, throwing out the first pitch. At the preseason game I attended, fans cheered loudly for her; her presence clearly resonated with many. Her release is surprising and it stings.
Still, the spirit of this team remains powerful.
One of the most fun and memorable moments of the night came when the jumbotron flashed the word “BALLhalla”—a clever play on Valhalla, in Norse mythology. It was a playful nod to the Valkyries’ roots. The crowd loved it, and it instantly gave the game a sense of identity and spirit that felt uniquely Bay Area. I loved it too.
Go Valkyries!
Golden State Valkyries: https://valkyries.wnba.com/
Cricket Comes to Oakland: A Global Game Hits the Bay
This June, the Oakland Coliseum will host something it’s never seen before—top-tier professional cricket. From June 12 to 18, Major League Cricket (MLC) will stage a seven-day, nine-match showcase that will mark the sport’s West Coast debut and the official kickoff of the MLC’s third season.
This isn’t just another sporting event; it’s a major milestone. Cricket is the second most popular sport in the world (yes, really), with more than 2.5 billion fans globally, and it’s finally finding a foothold in the U.S. MLC, America’s first professional Twenty20 cricket league, is taking bold steps, and this summer’s launch at the Coliseum is a big one.
The week of games in Oakland is the first leg of a three-city tour that will continue in Texas and Florida and will conclude with a championship match in July. It’s also part of a record-breaking 34-match season, the largest top-tier cricket schedule ever hosted in the U.S.
Why does this matter? Because it’s a much-needed win for Oakland—a city that’s seen three major sports teams leave in recent years. With a strong South Asian community and international fanbase already here in the Bay Area, cricket’s arrival feels less like a gamble and more like a long-overdue homecoming. Nearby San Ramon has become a local hotbed for youth and amateur cricket, with leagues, tournaments, and a growing fanbase fueling the sport’s regional rise. Several top cricketers are from San Ramon, where my business partner Raghu Shivaram lives!
Cricket is set to make its Olympic return at the LA 2028 Games (one of five new sports added), giving this summer’s matches added momentum as the U.S. begins to build out its national presence on the world stage.
The San Francisco Unicorns, one of the MLC’s six teams, will be in the mix, and the Coliseum will be specially retrofitted for the matches, including new drop-in turf wickets that meet international standards. Tickets start at just $20, and the event is expected to generate a $3 million economic boost for Oakland.
June’s going to be a fascinating time to step up to the crease and see what all the buzz is about. I plan to go!
Cricket tickets: https://www.majorleaguecricket.com/
Olympic Buzz: From Jeopardy! to Milano Cortina 2026 to LA 2028
As we look ahead to Milano-Cortina 2026 and LA 2028, Olympic momentum is building, and not just on the field. From venue shifts to global politics and potential surprises, I’ll be dropping insider tidbits you won’t find in the headlines.
One of the most exciting additions to the LA 2028 Olympic Games is squash: a fast-paced, fiercely athletic sport finally getting its Olympic moment. Squash recently got a splash of mainstream attention when it was featured on Jeopardy! in a category called “Courts.” The clue showed an image of the iconic glass court inside Grand Central Terminal, asking: “What sport is played on this court at Grand Central Terminal?” The correct response: “What is squash?” That very court hosts the Tournament of Champions, now in its 28th year and one of the most prestigious events in the sport. As the U.S. builds toward LA 2028, squash is gaining visibility—and we’re proud to call the Tournament of Champions one of our longtime Spritz clients.
If you’re already thinking ahead to the Winter Games next year, mark your calendars. Milano Cortina 2026 will bring the Olympic Winter Games to the breathtaking Italian Alps from February 6–22, 2026. Tickets are officially on sale as of April 8, 2025. The ticketing process operates on a first-come, first-served basis. Each account can purchase up to 25 tickets total, with a max of 10 tickets per session—and for high-demand events like the Opening and Closing Ceremonies, it’s 4 tickets per session. Whether you’re eyeing ski jumps or figure skating, now’s the time to start planning your Olympic adventure. I went to the winter Olympics in Salt Lake City 2002 and became a bobsled and curling fan!
Closer to home, LA28 recently announced new venue updates that bring the Olympic action to the iconic coastline of Long Beach where they will host beach volleyball, water polo, sport climbing, sailing, rowing, canoe sprint, triathlon, marathon swimming, handball, target shooting, and artistic swimming. The announcement, made in April, perfectly blends our California natural beauty with Olympic energy.
Tournament of Champions Squash: https://tocsquash.com/
Winter 2026 Olympics: https://milanocortina2026.olympics.com/it
Summer Olympics LA 2028: https://la28.org/
Thanks for joining me on the very first beat. I’m just getting started, so stick with me as we follow the action, the energy, and everything in between. Signing off from the Bay, where passion meets the play. See you next month—and yes, I’m already counting down to LA28!
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 May 22, 2025
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