THOUGHT LEADER | GOVERNANCE
Women in sports leadership:
the new norm?
Greg Santore
W
omen are steadily rising
in the ranks of sports
leaders. The San Antonio
Spurs recently hired
the National Basketball Association’s
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coach, Becky Hammon, while the NBA
Players Association tabbed Michele
Roberts as its executive director. Penn
State University recently named its
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Barbour. Meanwhile Condoleezza Rice,
whose resumé includes membership on
the College Football Playoff selection
committee and at Augusta National Golf
Club, has been whispered as a viable
candidate for other top jobs in sports.
This is progress and there are plenty
more examples of female executives in
sports. Although the numbers are looking
better, there are still things that women
can do to increase their odds of landing
top jobs in sports.
What women leaders can do
The following are expectations that the
current marketplace demands of female
leaders – and, for the most part, all
sports executives – looking to be hired
or promoted.
‡ Be the best. “First and foremost, be
the best at what you do,” says Patti
Phillips, chief executive of the
National Association of Collegiate
Women Athletics Administrators
(NACWAA). “The stars will be found
and recruited, always.”
‡ Build your brand. Emphasise your
strengths and promote them. If you
have a stellar history in fundraising,
it should be a main selling point
when trying to move up in any sports
organisation. If you have a gap in
your resumé, get the experience you
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assignments. “Women can more visibly
impact the industry and their own
positioning within it by opting in and
asking for roles on major projects that
will give them a platform to be seen
by other leaders,” Phillips points out.
Remember that sports organisations
and colleges and universities are on the
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potentials,’ and a visible brand will get
you noticed.
‡ Find a mentor:RPHQVKRXOGDOVRÀQ G
mentors and champions – men and
women – who will counsel them as
they advance up the career ladder, says
Phillips. “Leaders listen to leaders,” she
suggests, “so junior people need to align
themselves with leaders who can advocate
for them and speak on their behalf.”
on women and other underrepresented
professionals are essential.
‡ Recruit female leaders through group
DIÀOLDWLRQV. Building bridges with major
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NACWAA or the National Association
of Female Executives (NAFE), can
uncover excellent candidates who
may not have been found otherwise.
Reach out to these organisations
for recommendations or advice on
your leadership needs. Even if that
conversation doesn’t result in the
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have open at the time, it can lay the
groundwork for identifying future
female leaders.
‡ Don’t use past leaders as a template for future
ones. Be careful of saying, ‘We need
someone just like Bob to take his place.’
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a different mould than past executives
can open the door to more exceptional
and diverse candidates. Never start an
executive search by naming people who
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what your company or institution is
looking for and search for leaders who
possess those key qualities.
What organisations need to do
How can sports organisations and
colleges and universities support women
leaders? A few strategies include:
Becky Hammon of the NBA’s San Antonio Spurs
14 | www.sportspromedia.com
‡ Emphasise succession planning and internal
leadership development. Leaders aren’t
made overnight; even stars need to
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build their expertise and leadership
skills. Formal succession planning and
career development plans that focus
There is a need for more women
executives in the sports industry and
college athletics. Women can work to
position themselves for top jobs, while
organisations can certainly do more to
open the door to the executive suite wider.
Greg Santore, principal and practice leader of
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Witt/Kieffer, has worked extensively with
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to identify and place exceptional sports leaders.