Pause and pondr
WHY IS THERE STILL AN UNDERREPRESENTATION OF WOMEN IN SPORTS LEADERSHIP?
Although more women and girls are participating in organized sports, there is still a lack of adequate representation when it comes to women in sports leadership positions.
WHAT YOU’LL LEARN
Discover how women in sports leadership positions have impacted the industry’s bottom line
Examine why women are underrepresented in sports leadership
Consider what steps can be taken to increase the number of women in leadership positions
What do women in leadership positions bring to the sports industry?
Over the past decade, women have made significant strides in the sports industry. In terms of professional sports, several women recently garnered national recognition for breaking barriers. In 2020, Kim Ng of the Miami Marlins became the first female general manager in MLB history; Callie Brownson of the Cleveland Browns became the first woman in NFL history to work as a position coach, and Becky Hammon became the first woman to serve as head coach in an NBA game.
Women in leadership positions are providing new perspectives in an industry that has historically been led by men.
“In order to be effective, and especially in a business like sports where fan bases are changing and are broad, you need diversity of thought,” says Janet Smith, vice president of brand communications for the Atlanta Hawks. “You want people who have different experiences and backgrounds, who have unique takes on how to run and grow your business.”
Diversity in leadership can also enhance aspects of the sports industry in terms of marketing to a wide range of fans. According to a study published by Statista, only 12% of women in the United States consider themselves avid sports fans. As a result, it’s important for sports franchises to find alternative ways to appeal to a broad audience.
“Having women in leadership roles really can help you enhance your bottom line,” says Jessica Poole, executive senior associate athletic director for external operations and revenue generation/senior woman administrator at Chicago State University. “It's all about revenue. How we market to women is important. If you have an event that's family-friendly, women are likely to support that because it gives them a space to do something with their children. So I think it's a different perspective and a different life view that women bring to athletics.”
The 2020 Institute for Diversity and Ethics in Sport’s annual report card awarded the NBA and MLS a B for its gender hiring practices, while the NFL and MLB earned a C.
Source: The Institute for Diversity and Ethics in Sport
Why is there an underrepresentation of women in sports leadership?
While more women are obtaining leadership positions in sports, disparities continue to be an issue for the industry. Within college athletics, there is still an underrepresentation of women in executive and leadership roles.
Although nearly half of college athletes are women, only 24% of NCAA athletic director positions are held by women, according to Women Leaders in College Sports.
In the NBA, though there was a 1.7% increase of women in staff positions between 2019 and 2020, the highest number in four seasons, that number decreased by 6.3 percentage points the following year.
“We're still in this time where some hire based on people who share the same experiences,” Poole says. “Many of the people who are doing the hiring are men. So it's going to be easier and more comfortable for a man to hire another man.”
However, a dearth of women applicants in the sports industry may also be a factor. Because sports are historically male-dominated, some women may not consider applying for positions within the industry.
“When it comes to sports, some women may not see themselves in that realm,” Smith says. “I come from a music and entertainment background, so a friend had to convince me to pursue the role I eventually took with the Atlanta Hawks. And internally, some people may not think of women as the first to call when a position becomes available.”
How can more women be given opportunities to obtain leadership positions in sports?
Some grassroots organizations have created initiatives to combat the lack of women in executive roles in sports.
In May 2021, the founders of Diverse Representation and Minorities in Sports announced the launch of the Diverse Sports Executive Pipeline. The goal of the initiative is to train prospective candidates from underrepresented backgrounds for executive and leadership positions in professional sports.
But to increase the number of women in leadership positions in sports, existing executives need to increase outreach efforts.
“There needs to be a commitment, whether it's in ownership or leadership, to source diverse candidates,” Smith says. “If you are in a leadership role and look at 10 resumes and they're all men, you're already putting yourself out of the game in terms of hiring women. It’s important to look at a pool of diverse candidates even if those people don't initially present themselves. Organizations must be committed to having a strong DEI plan and a strategy around how they're going to make sure that there is representation in terms of gender, race, and ability across all areas of the business.”
Pondr This
Have you ever thought about the number of women in sports leadership roles?
How many female leaders do you know in your own industry?
If you have had the experience of being led by a woman in your industry, how did that experience impact you?
QUESTIONS FOR LEADERS
Have there been efforts in your industry to increase the number of women in leadership roles?
Do you have any spaces for employees to grow through mentorship?
How does having women in leadership roles impact your workplace?
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Topic Review
Summary: in this Pause and Pondr, we dive into the world of women in sports leadership and how they’re enhancing the industry.
Continue the Journey
Here’s how you can take action and learn more:
Women Leaders in College is an organization that develops, connects, and advances women working in college sports. Along with providing a platform to facilitate discussion on topics pertaining to women in intercollegiate athletics, the organization offers educational programs, networking and mentoring experiences, resources, and professional and personal development.
In operation since 1984, Women in Sport is a charity that provides impactful solutions to tackle gender inequalities in sports. The organization seeks to raise the profile of gender inequality in sports and develop concepts, policy positions, and identify solutions.
The Academy for Sport Leadership is a venue for training and mentoring young female athletes, a resource for professional and career networking, and a center of education and advocacy for women committed to sport leadership.
The Women’s Careers in Football Forum helps the NFL identify women currently working college football to join its next generations of leaders. This program was started in 2017 and is credited with women reaching an all-time high of 38.2% of league office roles in 2020.