Spotlight on Black Women in Sports
National Black Women in Sports Day 2025 was more than just a celebration this year. Organizers used the moment to launch a major study that focuses on the real roles, challenges, and influence of Black women in sports.
Created by Diverse Representation in partnership with global agency Wasserman, the new research—The Black Women in Sports Report—was released on July 7. The first part highlights the cultural power of Black women sports agents and fans while also revealing the roadblocks they face in gaining visibility and leadership in the sports world.
Why the Study Matters Right Now
Founder of Diverse Representation, Jaia Thomas, explained why the report is urgent. “We created National Black Women in Sports Day as a long-overdue acknowledgment of the work, excellence, and energy Black women bring to every part of the sports ecosystem,” she said.
Thomas added that the goal is not just to be symbolic. “Our hope is that this data not only inspires but demands more intentional hiring, marketing, and investment in Black women. Not just one day a year, but every day.”
Report Shows Gaps in Agent Representation
The data paints a clear picture. Only 2.3% of NFLPA-certified agents and just 2% of NBPA-certified agents are Black women. That means the vast majority of sports deals are still brokered by people who don’t reflect the diversity of the athletes they represent.
The study also revealed that over 87% of Black women agents who own their own firms struggle with limited opportunities at larger agencies. These numbers highlight the need for stronger mentorship, support systems, and open doors.
Fans Want to Feel Seen Too
Beyond agents, the study took a look at Black women fans. And the results were eye-opening. Only 11.7% of Black women fans feel fully seen and represented by sports organizations.
Even though more Black women are becoming interested in women’s sports, 73% say they only follow them occasionally. Many said they would be more engaged if they saw themselves in the stories being told.
Emotional Connections Drive Engagement
The study also showed that for Black women, being a fan goes deeper than just liking a team. They are more likely to show up and support when they feel a real emotional bond with the players or the team values.
“When Black women feel seen and respected, they show up in big ways,” said Lindsay LaBennett, vice president of Impact & Inclusion at Wasserman. “This is about more than celebration. It’s about research, recognition, and creating real change.”
More to Come in November
Part II of the report will arrive in November 2025. It will dive deeper into the experiences of Black women athletes and executives—those leading both on the court and behind the scenes.
Wasserman and Diverse Representation hope the full report will be a wake-up call for the sports world to invest more in Black women. This isn’t just about one day of celebration—it’s about building a better future every day.
