Laurel Richie made history this past May when she became the president of the WNBA–the first African American woman to hold the position in any national sports league. With a dynamic background and an acute business and marketing acumen, she hopes to reel in new fans while furthering the reach of the league in to the mainstream. Richie steps into the position highly decorated. She’s a recipient of the YMCA’s Black Achiever’s Award and Ebony magazine’s Outstanding Women in Marketing and Communications. The Network Journal also named her one of the 25 Influential Black Women in Business earlier this year. The one thing Richie doesn’t have is a working background in sports. But don’t let that deter you, the Cleveland native grew up on basketball and brings a much-needed fan’s perspective to the position. That perspective, coupled with her background as the Girl Scouts of America‘s Chief Marketing Officer, is a perfect mixture that the league hopes will enhance the WNBA experience and take the sport to new heights, on and off the court.
BlackEnterprise.com: How did you go from the Girl Scouts to your current position as WNBA President?
Laurel Richie: I love this story. I was with the Girl Scouts of America and I was asked to give a keynote address at an annual fundraising luncheon for Seattle Girl Scouts council. At that point
and time I did a lot of those addresses and they would usually ask me to speak on the brand revitalization, but in this case they had asked that I tell my personal leadership journey. The Girl Scouts is all about developing the girls’ leadership skills so I did that. Unbeknownst to me, the female ownership of the Seattle Storm was receiving the inspiring women award at the same luncheon and I was really intrigued by these women. They were smart, articulate and passionate. The president of the Seattle Storm, Karen Bryant, at one point described her work as “building a dynasty†and I just remember thinking that I liked this woman. She was a visionary who thinks big. Afterwards, we went up to each other and said how much we enjoyed what we had to say and how we wanted to keep in touch. Unbeknownst to me, she sent my name on to the WNBA, who I didn’t know were looking for a new president. I got a call two weeks later and began the interviewing process.Does the fact that you don’t have a work history in the sport play in your favor?
I think that my history in sports is as a fan. I grew up in Cleveland and my father was a season ticket holder of the Cleveland Cavaliers for almost 30
years. I have one brother and two sisters and we would all take turns going to the games with him. As I grew older and Cleveland got into the playoffs, I would fly from New York; my brother from Boston; and my sister from Chicago and we’d all draw straws to see who could go to the games. I think I bring a fan perspective and a marketing background to this position. I think that’s really what [NBA Commissioner] David Stern and [NBA COO] Adam Silver are looking for at this point in the development of the league. We know right now that the quality of play is the best of the world in terms of women’s basketball so the opportunities right now are less about the game and more about the marketing of the game.Considering your background, what are some of the immediate changes or enhancements you are looking to do to increase visibility of the league?
I’m only [a few] months into the job so I don’t have concrete plans as of yet, but I think that there are a lot of women, families and basketball fans who are aware of the WNBA and definitely appreciate the level of play but have never been at or been invited to a game. I’m spending a lot of time when I
meet with teams and owners to really think about how we can extend an invitation for people to come to a game. One of the things that we do know is that once someone comes to a game, there’s a pretty good chance they’re going to be hooked. These games are really fun. Once people come, our repeat [attendance] is very high.Were there any fears or apprehensions before accepting the position?
I was truly excited about it. With any new opportunity you have a nervous excitement because it’s new. I’ve been to games so I know that the level of play is truly outstanding. I know that we offer an incredible experience and I also know that it’s an organization that cares about giving back to the communities that our players live and compete. While I’m not underestimating the task at hand, I feel really excited and honored about joining the organization and representing the 132 women in this league.
Over the past year the league has dealt with franchises folding and relocating, leading some to believe that the WNBA might be in trouble. Can you bring some clarity to the financial situation in the league?
We are seeing all of our key metrics heading in the right direction. Over the last four years attendance has been up, our sponsorships have been up and at this point and time, five out of our 12 teams have marquee sponsors. I feel like there’s some momentum as I come into this position. I’m focused on taking that to the next level.
What are the stigmas you’re trying to erase or things that you are trying to enhance during your tenure?
I think a lot about how to really shine the light on the women of the league. There is no question that they are athletes who are at the top of their game. Anyone who’s seen a game knows that is beyond question. What the people don’t know is the full story of these women. Almost every woman in our league has graduated from college. We have lawyers, children’s book authors and many of our women are mothers as well. They live these incredibly well rounded lives; especially as women who are at the pinnacle of their athletic performance. I hope to enlist the media’s help to tell the stories about the amazing women of the WNBA. I think that once you get to know the players and what they do on and off the court, it just makes the league that much more interesting.