When a bright green object flew onto the court during a WNBA game this summer, it was clear the stunt wasn’t about basketball.
The toss, coordinated by a group of self-proclaimed cryptocurrency promoters, was designed to shock, distract, and grab attention for a coin they were pushing online. It quickly spiraled into a viral moment nicknamed “Dildogate,” sparking everything from social media memes to league-wide frustration.
But instead of allowing the prank to define the conversation, Seattle Storm in-arena host Kayce Kirihara found a way to take the moment back. Within days, she partnered with sexual wellness company plusOne to turn what could have been remembered as a cheap joke into a campaign about empowerment, visibility, and joy in women’s sports. “We decided to own it,” she said. “Instead of letting the moment define us, we turned it into a rallying cry.”
The timing couldn’t have been more relevant. The WNBA is experiencing a record-breaking season, marked by attendance milestones and new sponsorship deals.
According to league reports reviewed by The Drum, more than 2.5 million fans have already passed through arena doors this year, setting a single-season record with games still to be played.
Broadcast numbers are also climbing, averaging nearly 800,000 viewers per game across national networks, with certain matchups drawing close to 2 million viewers. Sponsorship dollars are also on the rise, with league-wide partnerships generating over $76 million in 2024, a 52 percent increase compared to just two years earlier.
Against that backdrop, the crypto prank threatened to take focus away from what really mattered. Instead, Kirihara and plusOne leaned into the humor of the moment while keeping the emphasis on female athletes and their communities. “When they approached me, their point of view and tone of voice matched mine—cheeky but powerful and clear that we, the female athletes and fans, own this sport,” she said.
That distinction—choosing empowerment over promotion—has helped the project land with fans and athletes alike. Names like Lexie Brown have already amplified the campaign online, showing that the message carries weight inside the league.
For Kirihara, that kind of support is the most meaningful validation. “When athletes and fans rally around a message, it validates the work in a way numbers never could,” she said. “Seeing people I admire amplify this campaign has been deeply personal—it reminds me why we fight for visibility and why joy and empowerment can’t be separated.”
As the campaign expands into the playoffs, Kirihara is doubling down on that spirit. A second wave launched during postseason play, bringing fresh activations, merch, and even cheeky taglines like “The original buzzer beaters.” She says the timing was intentional. “Playoffs are when the spotlight burns the brightest. That’s exactly why Wave 2 of our campaign is hitting now—because this is when athletes and fans are most tuned in.”
It’s another example of how Kirihara sees her role as extending beyond simply hyping up a crowd during timeouts. As she puts it, her job is to be the “energy translator” between athletes and fans, helping fuse performance and passion into something larger. “It’s about making the arena feel like more than a game; it feels like a community and a movement.”
That sense of community is what keeps her focused beyond viral moments and playoff runs. She knows advocacy around women’s sports can’t just spike during the big games and fade after the season ends. “Consistency is everything,” she said. “Advocacy can’t just be tied to big moments; it has to live in the day-to-day. That means brands showing up when the cameras aren’t rolling, media covering the stories outside of championships, and fans keeping the conversation alive online and offline.”