Minnesota Lynx Magic: The Alumni Behind the Scenes

Under bigger spotlights, everything burns brighter. For the 2024 WNBA Finals, that meant actual flames. Standing in the tunnel at the Target Center, Greta Mitzel, ’15 BSB, felt the blast of the heat from the pyrotechnics as the Minnesota Lynx entered the court to the roar from a sold-out arena. 

“Hearing that first gasp from the crowd during the intro video was one of those moments I’ll cherish,” says Mitzel. 

It was a memorable moment amid an electrifying year for both the Minnesota Lynx and WNBA, which had its most-watched season and highest attendance in more than two decades. Fueled by the draw for rookie phenoms Caitlin Clark of the Indiana Fever and the Chicago Sky’s Angel Reese, the W catapulted into a level of pop culture excitement that the league has seldom reached. 

While the athletes brought the high-stakes drama on the court, a team of playmakers with Carlson School connections helped make the magic behind the scenes of the historic season.

The Fandom Frenzy

As the manager of game presentation, Mitzel helps oversee all the court entertainment between gameplay. She calls it a “puzzle” fitting all the pieces together—a half-court shot contest, a T-shirt giveaway, the halftime performance—in a race against the clock amid timeouts and gamebreaks to meet not only a mix of corporate and organizational obligations, but also to make a memorable gameday experience that leaves fans wanting more. 

“We’re feeding off of the energy constantly throughout the game,” explains Mitzel. “So, if the game is swinging one way or the other, what are we going to do to continue to bring that energy up or how can we get the fans back into it to keep that energy going?” 

That energy reached new heights in the Target Center this past season. Games where the Lynx faced the Fever were among the highest attended in the regular season, and the postseason peaked in the WNBA Finals against the New York Liberty. Though the Lynx fell just short of a fifth championship title, Mitzel says the season’s excitement created new fans, building on the Lynx’s legacy.

“We are still a team that’s a force to be reckoned with,” she says. “We’re never going to go down without a fight. We have the stability, and that consistency within a professional sports team was really cool to show off during the Finals.”

From her courtside view, Mitzel says it’s satisfying watching all the puzzle pieces fall seamlessly into place to fuel the fervor for the fans and athletes.

“I’ve always been a behind-the-scenes person,” she shares. “I’d rather be the one there doing that work that you may not know is going on, and then it all just reveals itself at a point during the game.”

Putting Data Into Action

On his digital dashboard, Director of Strategy Sam Hubble, ’13 BSB, tracks and compiles a data warehouse of the entire fan experience—ticket purchases, the gate where they enter the arena, time of entry, concession-stand sales, and more. The business intelligence department uses this information to develop a complete picture of Lynx fans. 

“Then, my area is also responsible for taking [the data] and trying to figure out what’s next from it,” Hubble explains. “How do we continue to build our fan base, create the best customer experience we can, and continue to push the boundaries on how we’re using data to just enhance everything about the Lynx?” 

He says the wave of interest this season resulted in an explosion of ticket sales and Lynx game attendees trending younger—a sign that bodes well for expanding and developing a devoted fan base for the future. 

“You’re seeing people decked out in gear, and that hasn’t always been the case for the W, especially people who maybe look like they’re fresh out of college or in their twenties,” says Hubble. “The Finals game I went to was nuts. There were people lined up hours before the game.”

Building Partnerships

Sponsors are eager to harness that passion. Joanna Stang, ’08 BSB, builds those relationships as the Lynx’s partnership marketing senior manager.

“We’ve done the studies, and the work shows that a fan of our brand is more likely to become a fan of your brand by association,” Stang says. “So, the things that we do are really just to bring their brand closer to our fans, and then the engagement rate is so much higher.”

With increased attention on the league, sponsors are viewing WNBA partnerships as unique opportunities, rather than as a package deal with the men’s NBA teams.

“[In the past], it felt a little bit like, ‘Come and support the cause,’ and I think we’re so beyond that. It’s like, ‘Come and be a part of something.’ It’s here,” says Stang. “So, get on the bandwagon and see the real true benefits of being a fan, of being a partner, of being associated with top-notch women’s basketball. ... How do we best take this moment and make true change with it?”

Among the Lynx’s partners is Minneapolis-based Odele, a clean hair brand, which touts two Carlson alumni—Lindsay Holden, ’10 MBA, and Britta Chatterjee, ’03 BSB, ’10 MBA—among its co-founders. Holden says her company intentionally chose to support a women’s team.

“We love the local connection,” says Holden. “We loved the demonstrated importance of inclusivity, giving back, and what these athletes represent in terms of hard work ethic, grit, and tenacity. We found a lot of similarities in terms of our priorities and positioning, and the conversation kept going.”

That conversation developed through authentic brand storytelling and a series of activations for Odele, including sponsored “Get Ready with Me” (#GRWM) TikTok videos with Lynx players describing gameday outfits and hair routines.

“You put a lot of trust in the fact that you’re in such good company with these players, with the teams, with the league, and the added eyeballs that are exposed to the brand who may say, ‘Oh, that sounds familiar. I can find that at Target.’ It was an investment well spent,” says Holden.

For Paul Paradis, ’10 MBA, a sponsorship with the Lynx is a bit of a homecoming. Before earning his MBA, he worked in sales for the Timberwolves. Fast-forward to last year when Sezzle, the payment plan company he co-founded with Charlie Youakim, ’10 MBA, announced a multi-year partnership with the Timberwolves and Lynx. Sezzle is already featured on a jersey patch for the Timberwolves, and starting this season for the Lynx, Sezzle will be featured in on-court signage, game promotions, and other elements.

“It was just a great time to tie ourselves to those franchises, given their growth trajectories, our growth trajectory, and then the fact that we’re a local company,” says Paradis. “It just seemed like the perfect fit for us. ... And then having it be a team that you rooted for growing up and worked for? That’s definitely a cherry on top.”

The Power Of Sport

A love of sports drew these behind-the-scenes playmakers to the Lynx organization. Navigating the business challenges, often juggling multiple balls—sometimes literally—to create a memorable experience keeps them coming back.

“It’s never 9 to 5,” Stang says. “It’s games and weekends and all that kind of stuff. But it’s that reminder that we’re a part of something so much bigger than ourselves and that we’re part of something that people outside of our organization are passionate about.”

And for those inside the Lynx organization, all eyes are on building momentum, whether it’s creating partnerships, crunching the numbers, or conducting the show. It’s a passion that’s fueling a movement, combined with business savvy, to elevate women’s sports.

“We know it was a great season. We did so many great, amazing things,” Mitzel reflects. “We’ve set the bar so much higher for ourselves, and we don’t want to stop.”