Atlanta Dream expands merchandise and streaming partnerships

The Atlanta Dream has partnered with Monarch Commerce, a subsidiary of women’s‑sports investment firm Monarch Collective, to run its merchandise business. Monarch Commerce will manage product manufacturing, the team’s online store on Shopify, and in‑arena retail at both Gateway Center Arena and State Farm Arena. The partnership aims to double the Dream’s merchandise revenue this year, according to Monarch Commerce CEO Samantha Bushy.

In addition, the Dream has joined the free, ad‑supported streaming platform Victory+. All locally broadcast Dream games for the 2026 WNBA season will be available live and on‑demand through Victory+ on connected‑TV and mobile devices, expanding fan access without a subscription fee. Victory+ already carries the Minnesota Lynx and other women’s‑sports properties. Both deals are part of the Dream’s strategy to broaden its digital distribution and generate new revenue streams.

Team officials said the initiatives are intended to grow the fanbase, deepen engagement, and create long‑term value for the franchise and the city of Atlanta.