When Dawn Staley talks about filling arenas, she’s not sharing marketing tricks or promotional gimmicks. She’s revealing something much more powerful: how treating fans like family creates the kind of loyalty that turns empty seats into sold-out crowds year after year.
Speaking at The Epicenter: Women’s Global Sports Summit, the South Carolina coach offered Portland Fire ownership the blueprint that transformed her program into college basketball’s attendance champion. The Fire, one of the WNBA’s newest franchises, will begin play in 2026.
How Did Staley Transform South Carolina Into College Basketball’s Attendance Leader?
Dawn Staley’s approach centers on genuine accessibility rather than corporate distance.
She explained at the Summit, “South Carolina has been the leader in attendance for the last 10 years in college basketball. Little old Columbia, South Carolina.”
The foundation of this success lies in personal connection. “We, mom and pop, you can come past our office, you can sit down, you can have a conversation with us. We give you access to us,” Staley said. This open-door philosophy extends beyond game days through social media engagement and active community participation.
However, Staley’s most telling insight reveals how she views her supporters. “We don’t call them fans, we call them ‘fams,’ because they’re like family members to us. We include them in that, and they take pride in that,” she explained.
“We don’t call them fans, we call them ‘fams.’”@dawnstaley shares how S. Carolina fills its arena year after year & offers advice to the owners of the WNBA Portland Fire: Include the fans in the whole process & make them feel like a part of the team. #EpicenterSummit pic.twitter.com/P5AtgbdN41
— Sarah Spain (@SarahSpain) July 26, 2025
This family-first mentality has created remarkable results. For the 10th straight season, the Gamecocks topped the nation in attendance, averaging a team-record 16,437 fans per home game at Colonial Life Arena during the 2024-25 campaign.
The program sold out all season tickets with 13,046 seats and nearly broke Tennessee’s NCAA record of 16,565 set in 1999.
What Advice Did Staley Offer Portland Fire’s Ownership?
Speaking directly to Portland Fire ownership at the summit held at Nike headquarters and organized by RAJ Sports, Staley emphasized immediate fan engagement as the franchise prepares for its 2026 WNBA debut. The league’s 15th team aims to recapture the passionate support that once made Portland a formidable basketball city.
Staley stressed the importance of listening from day one. “I hope that the owners really give the fans what they want. Like, hear them out. They are the consumers — they are the people that’s [sic] gonna buy season tickets,” she advised.
Her counsel focused on making supporters genuine partners in the franchise-building process. “Give them a voice as they unveil the team, give them a saying and perspective. They may not take them, but even if you’re being heard, you feel a part of it,” Staley explained.
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The coach warned against delayed engagement. “Don’t leave them out. Don’t wait until it’s already established to start listening, start listening now, because I often find that when you treat people good, they treat you better,” she said.
Drawing on Portland’s basketball history, Staley acknowledged the existing foundation. “There are people here that [sic] supported the Fire a long time ago that will rekindle that spirit in which they packed the gyms,” she noted.
She concluded with her proven formula. “Give the fans access to the franchise, and they will certainly provide a home court advantage.”
This philosophy represents the same approach that transformed South Carolina from modest crowds to national attendance leaders, demonstrating that authentic community connection creates sustainable competitive advantages in professional sports.
