The role of women in senior positions in the sports industry and how the numbers compare to corporate America was the focus of an interesting discussion at the “Game Changers: The Intersection of Women and Sports” conference last week in N.Y. Four high-level execs differed slightly on whether the sports industry was behind in its hiring of women in senior leadership positions, but all agreed that more work has to be done to achieve the goal of gender equality throughout sports. “When I walk into the sports industry, I still feel like I’ve walked 20 years back to where corporate America has traveled,” said NFL CMO Dawn Hudson, who joined the league in '14 after years at PepsiCo. “It’s not nearly where it needs to be and the industry needs to move faster.” She stressed the benefit of a diverse work environment. “Sports would benefit from having a diversity of opinion, and it’s not just gender, (it’s also ethnic),” she said. “A diversity of personality and opinion leads to better decision making. We just have to play catch-up. But the power of the sports platform means we can supercharge this effort.” All the panelists agreed that it is important to get different points of view throughout the sports industry. “My goal is that in 10 years we don’t have a panel on this topic,” said longtime sports exec Michelle Wilson, who has worked for brands and leagues and is now at the WWE. She implored organizations to diversify in hiring. “To make good business decisions, you should have women in the room helping to make those decisions,” she said. “Having different perspectives in the room is key because women bring different decision-making skills.”
ENCOURAGED BY NBA, WNBA: NBA CMO Pam El said she was encouraged by the number of women in the leadership ranks at the NBA and WNBA, compared to her days on the brand side at State Farm. “When I walked in the door at the NBA, I was amazed at the strong group of women who I worked with,” she said. “I believe our league is a little more diverse than others, and that is why it feels different to me. The other organizations I have been a part of have less women involved than the NBA.” But she added that the focus should be less on the “number” of women and more on the skill set. “It’s great to have women to work with,” she added. “But it’s really cool to have smart people to work with who happen to be women.” NBPA Exec Dir Michele Roberts, who joined the sports industry in '14 after years in law, said she has been surprised at the number of women, but is still assessing the industry. When she joined the NBPA, she said, “I didn’t have any sense there would be any women in the room. Ever, ever, ever. I was delighted to see a lot of women in the league at the NBA.” But she did wonder if diversity is changing enough at the highest levels of sports. “I will be interested in what the room will look like during serious negotiations, and I’m fearful I’ll be the only woman in the room,” she said, before adding in jest. “When I say fearful, you know I’m kidding.”
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Hudson says sports execs need to look out for
opportunities for their mentees |
DIVERSITY IN SPORTS SHOULD BE EASIER: Roberts noted that the power of sports should help diversify the leadership ranks. “It should be easier in sports because you do have this platform, because of its reach,” she said. “While we do have to catch up to corporate America, I do think we can do it a lot quicker.” Hudson also wondered if the culture and structure of sports organizations has resulted in the current executive make-up. “Sports is a pretty lean and mean organization,” she said. “People are just working all the time. But I believe great careers are built when you go out of your comfort zone, excel, and then go into another part of the business and learn new skills and you excel there. Then, you’ve doubled the power of your ability. In a corporation like PepsiCo, with deep groups like HR and Career Development and other units, those opportunities are there. I find that lacking in sports. The leagues don’t have that depth. So that means in sports, you need to look out for opportunities for the people you are mentoring, that you take an interest in, that you find strong. You need to be an advocate for that person to gain new experience. And with sports being so mean, lean and hectic, that’s a challenge.”
ADVICE TO WOMEN WHO WANT TO ADVANCE:
* “Nobody is going to manage your career for you. You have to manage it yourself. … You have to not be afraid to ask for what you want. Sometimes women are comfortable to just sit back and expect everything to be handed to you. … Don’t just sit back and assume things are going to happen” -- Michelle Wilson.
* “We are so polite sometimes that we destroy our ability to evolve. … If you think you’re not being treated fairly, you should say something” -- Michele Roberts.
* “If you are a champion of your own career, be able to look in the mirror to get feedback, honest pros and cons. But remember, one’s success is largely based on their strengths. If you really understand what your strengths are, think about what other areas of the business your strengths can help you succeed in, and that will help you move up" -- Dawn Hudson.
YOU HEARD IT:
* “I wonder if because it’s sports, women don’t believe it’s going to be a welcoming space, and therefore don’t get involved. … I wonder if many of us assume that we are not welcome here. That it’s a man’s world, so why bother" -- Michele Roberts.
* “There are a number of women at some of the mid-levels of organizations. So I do believe it’s only a matter of time, but we need more examples of women crossing over into other areas of leadership” -- Dawn Hudson.
* “It’s like watching my cat sniff around something he’s not sure what it is. I can tell I am being tested, assessed, but it’s fun watching people try to figure it out. Then after they do, we can get down to work” -- Michele Roberts, comparing the behavior of her cat to how men are reacting to her being a woman in a new, high-profile and influential position.
