How to ensure access and opportunity for Black and diverse students and professionals interested in working in sports - FleishmanHillard

Article

August 7, 2024

By Thomas Bennett

It’s important to provide opportunities and access for Black and diverse students and professionals who have an interest in working in the sports industry. The Black Sports Business Symposium was created in 2022 with the fundamental idea to make the sports industry more diverse, inclusive and equitable. This year’s symposium brought more than 2,000 people to the Mercedes-Benz Stadium in Atlanta focused on creating opportunities and increasing representation among Black and diverse students and professionals in the sports industry. I had the opportunity to be on ground – here are just some of my key takeaways:

Representation in sports, it matters.

In one session during the Black Sports Business Symposium, a speaker spoke about the importance of representation in the sports industry saying, “It’s hard to become something that you rarely if ever see.” This holds very true as many sports leagues at the collegiate and professional level struggle with diversity at all job levels, particularly at the executive level.  

Some of this year’s symposium speakers included: Sandra Douglas Morgan, President of the Las Vegas Raiders (the first Black female NFL team president), Cari Champion, former host of ESPN First Take, and Kosha Irby, Chief Operating Officer, All Elite Wrestling (client). Having successful executives of this caliber speak at the symposium further reinforced to attendees, myself included, that being successful within the sports industry is absolutely possible, regardless of an individual’s race, culture or ethnicity.

The rise of women in sports.

Simone Biles, Caitlin Clark, Angel Reese, Katie Ledecky and many other women have brought more attention to, and raised the bar for, women’s sport. According to Deloitte financial analysts, “Elite women’s sports will generate revenue of $1.28 billion in 2024.” Women athletes are finally receiving more of their due thanks to the efforts of past and present trailblazing women athletes.

During the symposium, a panel of speakers tackled the topic of the rise of women in sports. Swin Cash, former WNBA player and current Senior Vice President of New Orleans Pelicans Basketball, talked during this session about factors contributing to the increase in popularity in women’s sports spanning viewership and revenue. According to a Deloitte article, “interest from fans, broadcasters, and commercial partners is driving rapid growth in the revenues of women’s elite sport.” Panelists during this session also emphasized the importance of providing more opportunities for women who work on the business side of sports.

Leveling the playing field in sports is imperative.

To level the playing field and diversify the pipeline of students interested in working in sports, it’s critically important for teams, leagues and sports brands to develop strategic partnerships with local colleges and universities, specifically historically Black colleges and universities (HBCUs), community colleges and Hispanic-serving institutions (HSIs). Shannon Joyner, Vice President, Marketing at the Atlanta Falcons, and her fellow panelists, spoke to their efforts around strategic partnerships with HBCUs. Joyner shared insights about the Atlanta Falcons’ HBCU Fellows Program that focuses on “leveling the playing field for HBCU students who are interested in careers in sports and entertainment.” Through this program, students have the opportunity to learn more about “how brands collaborate in the areas of sponsorship and brand engagement.”

Importance of having diverse voices share stories in sports.

Those who have never encountered or experienced racism or discrimination may find it hard to recognize and understand the challenges faced by people of color and other people from under-represented and under-resourced backgrounds. Since the tragic murder of George Floyd, it’s important to have diverse voices to share these types of stories, particularly in the world of sports given its intersection with culture. This topic was also discussed during the symposium from a diverse panel of speakers who write stories, produce films, represent sports leagues and work on the agency side. Collectively, the panelists concluded that having diverse voices share stories that happen in their communities brings more authenticity.

Sports bring together fans of all races, cultures, ethnicities, backgrounds, ages and beliefs. It’s critically important that individuals working in sports resemble the diversity of our society, communities we live in and fans attending games. In its third annual year, the Black Sports Business Symposium not only created awareness of an issue, but also offered solutions, connections and opportunities for Black and diverse students and professionals who are passionate about working in the sports industry. As a first-time attendee, the symposium overall was empowering, and I look forward to attending again next year.