Nzinga Shaw is chief diversity and inclusion officer for the Atlanta Hawks, the only person to hold such a title among the NBA’s 30 teams. Hired in December 2014, Shaw is responsible for leading diversity and inclusion efforts in the franchise while also building the team’s relationships in Atlanta. Her appointment came as the team was mired in a racial controversy under previous ownership involving free agency recruitment. Now, just last week, GM Wes Wilcox was fined by the team over a racially insensitive joke. Before joining the Hawks, Shaw worked as senior vice president of diversity and inclusion for the Edelman public relations agency and previously worked for the NFL and YES Network. She also was appointed to the NBA’s Global Inclusion Council, which provides guidance for the league’s diversity and inclusion efforts.
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Organizations do not feel compelled unless they are hit with a crisis. That is why we got active. I think sports organizations are slow to move because they don’t see an imminent danger. That is not the right way to think about it.”
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Photo: COURTESY OF NZINGA SHAW
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On getting hired by the Hawks: I was with the Edelman agency and 50 percent of my job related to diversity. I was asked to attend a meeting with a law firm client. They had an issue brewing with one of their clients related to race relations and sports entertainment. We ended up meeting with [Hawks President] Steve Koonin. I was asked if I would be willing to provide crisis counseling. I worked closely with Steve and his leadership team. This was right on the heels of [Donald] Sterling and the Clippers. I said to Steve, “Have you thought about an inclusion diversity role? I think you need somebody to manage the function.” That was when I decided to leave and take on this challenge. I decided to apply for it and ended up interviewing with 12 people. There was a robust search.
On the state of diversity in professional sports: It has evolved over the past 10 years. I am optimistic where we are heading. Organizations are becoming more aware of why it is important not just to the bottom line but to internal culture. In terms of metrics, we have a long way to go to achieve equality. Look at the U.S. demographics and look at the players on the court and there is a huge disconnect between the people running the businesses versus the athletes in the business. Women have not been considered for higher-level positions like they should. We really need to start thinking about the dynamics of sports entertainment.
On her role in the Hawks’ front office: I do three things. First is to concentrate on internal engagement. It’s all about the employee experience. I am pushing the envelope in looking for minority and women talent. How are we going to create an organization where these people can thrive? Second, I think very long and hard about the fan experience. I work with our marketing team to attract new types of fans to the arena. The third part is about strategic partnerships. It is not just doing business with the usual suspects, but with women- and minority-owned businesses. Keeping them at the forefront is very important.
On other teams following suit and how quickly change will occur: We do not have the luxury of being homogenous anymore. The demographics are shifting too rapidly. We will start seeing people in this space to make sure we are addressing the needs of fans and internal employees to learn and grow.
