New Voices Under 30: Krista Whitaker
Born: Fort Worth, Texas
Education: Texas A&M University, B.B.A., management with a minor in sports management; Stanford Law School, J.D.
Most common misperception of your generation: That millennials are killing industries. … We consume products and services differently than the generations before us. The industries that have figured out what those differences are have seen an uptick in growth and profitability.
Go-to person when you need help: My go-to person really depends on the issue or question at hand. … I’m grateful to have a number of individuals that I can seek advice from both inside and outside of my firm. My husband and family are also invaluable components of my support system that I can always rely on.
In 10 years I hope to be … : In a position to open up doors and meaningful opportunities to women and diverse individuals who can make a positive impact on the sports industry and grow the sports business to new heights.
The industry should serve as a bridge between different communities to find common ground and solutions to issues that ail our society and world today. [It] is full of smart leaders that can make a difference if they use their power and influence for good.
In the industry
Biggest surprise at career’s start: How small the industry can feel and the sense of community it has.
Most exciting aspect of sports business: The continued globalization of sport and creation of new sports. It’s exciting to watch communities embrace sports from different countries and to see new sports enter the marketplace. We’re starting to see baseball and football embraced in Europe, while the U.S. is becoming more receptive to sports like cricket and rugby. Esports fans are filling entire arenas and skateboarding and surfing are being added as Olympic sports. It’s an exciting time in the sports business.
Questions for networking: What is the last show that you binge watched?
Sports industry needs to do a better job of … : Hiring and advancing women and minorities across all levels of sports business organizations and in key leadership roles.