The Flavor of Victory: WNBA and La Crema Unveil Co-Branded Wine

SANTA ROSA, CA – April 09, 2026 – As the Women’s National Basketball Association (WNBA) prepares to tip off its historic 30th season, fans will have a new way to toast the league’s incredible journey. La Crema, the WNBA’s official wine partner, today announced the release of the first-ever co-branded La Crema WNBA White Wine, a limited-edition bottling that captures the spirit of a league hitting its cultural and commercial stride.

The release is more than just a new product; it’s a milestone in a multiyear partnership that began in 2024 and a tangible symbol of the WNBA’s expanding influence beyond the hardwood. With a suggested retail price of $17.99, the wine offers an accessible and celebratory way for a rapidly growing fanbase to connect with the league’s monumental 30th anniversary.

A New Play in Brand Strategy

This collaboration represents a sophisticated play in the WNBA's broader strategy to cement its status as a major cultural force. The league is increasingly moving beyond traditional athletic sponsorships and into the lifestyle space, partnering with what it calls “unpredictable brands” to create unique merchandise that resonates with its dynamic and diverse audience. The La Crema partnership is a textbook example of this strategy in action, blending the worlds of elite sports and fine wine.

This venture is perfectly timed to capitalize on the explosive growth of women's professional sports. The entire sector is experiencing a commercial renaissance, with industry analysts at Deloitte projecting that global revenues for women's elite sports will surpass $3 billion in 2026, a staggering 340% increase from 2022. The WNBA is at the forefront of this wave, having shattered its single-season attendance record in 2025 and seen viewership for key events like the All-Star game increase by over 500% in recent years. With a new media rights deal valued at over $200 million annually set to begin in 2026, the league is translating its surging popularity into significant financial and cultural capital.

“This wine is a celebration of the incredible momentum around women’s basketball and the community that continues to support it,” said Hailey Jackson Hartford Murray, co-proprietor at La Crema. “We’re excited to introduce a bottle that captures the spirit of the league, one rooted in passion, excellence, and the power of women winning together.”

Celebrating a 30-Year Legacy

The La Crema WNBA White Wine is not merely a product launch; it is a commemorative artifact. The release is a cornerstone of the WNBA’s “Legacy Trail,” a season-long, fan-focused merchandise program designed to honor three decades of history, struggle, and triumph. This initiative will feature staggered product drops from a curated list of new brand partners, blending the league's storied past with its vibrant future.

This historical context is crucial. The wine gives fans a tangible connection to the celebration, allowing them to literally “raise a glass” to the pioneers who built the league and the current stars who are taking it to new heights. The partnership builds upon a foundation established in 2024, through which La Crema has already worked to elevate the fan experience at signature events like the WNBA Draft and All-Star weekend festivities.

“As we celebrate the WNBA’s 30th season and the stories honored through our Legacy Trail, the league continues to expand its impact and cultural presence in engaging and distinctive ways,” said Keri Lenker, a WNBA Representative. “This limited-edition wine with La Crema marks an exciting milestone in our continued partnership and gives fans a meaningful way to join in the celebration.”

The Art of the Collaboration

The success of this venture lies in a powerful trifecta of expertise: the athletic prowess of the WNBA, the celebrated craftsmanship of La Crema, and the authentic cultural voice of designer Esther Wallace. For La Crema, the investment in women’s sports has already demonstrated a remarkable return. According to parent company Jackson Family Wines, wine sales have increased by more than 200% in and around arenas where the brand activates, proving the immense value of connecting with the WNBA’s loyal and engaged fanbase.

The wine itself was crafted to reflect this celebratory spirit. “This aromatic white blend brings together grapes from regions across California, including Monterey and Sonoma County,” said Lisa Valtenbergs, Winemaker for La Crema. “The wine is bright and refreshing, and bursts with lively notes of crisp apple, citrus, and ripe summer fruit. It’s smooth, vibrant, and made for sunny afternoons, simple meals, and good company.”

Equally important is the bottle’s visual appeal, designed by Esther Wallace, the visionary founder of the sports lifestyle brand Playa Society. Wallace, a former basketball player, has built a brand celebrated for its authentic, stylish, and empowering apparel that champions female athletes. Her involvement lends the project a layer of cultural credibility that cannot be manufactured.

“The inspiration behind the label was the spirit and creativity that defines WNBA culture,” said Wallace. “I wanted the design to feel vibrant, confident, and celebratory to reflect the energy the players bring both on and off the court and the cultural impact they’re having far beyond the game.”

Uncorking a Passionate Fanbase

Ultimately, this collaboration smartly addresses a significant and well-documented gap in the sports market: the soaring demand for women's sports merchandise. Studies show that nearly 80% of fans would purchase more women's sports gear if more diverse and appealing options were available. Major retailers have confirmed this trend, with Fanatics reporting that it sold five times as much WNBA merchandise in the past year compared to the previous one.

The La Crema WNBA White Wine moves beyond typical jerseys and t-shirts, offering a sophisticated lifestyle product that allows fans to express their allegiance in a new way. It serves a highly engaged digital community, as evidenced by the WNBA App’s nearly 1,500% growth in downloads, which points to a fanbase that is deeply connected and ready to embrace new touchpoints with the league.

As the wine rolls out to select markets and online at LaCrema.com ahead of the 2026 season tip-off, it does more than just build excitement. It serves as a cultural marker, a cork-popping declaration that women's sports are no longer just a niche market but a powerful commercial and cultural force, capable of shaping consumer trends and defining what it means to win.