Advancing Women in Sports

User Friendly: Season 5 May 2021

Advancing women in sports

Host: Hanish Patel, User Friendly host and Digital Transformation leader, Deloitte Consulting LLP

Guests: Cathy Engelbert, commissioner for the WNBA, and Shiz Suzuki, assistant vice president for Sponsorships and Experiential Marketing at AT&T

Hanish Patel: have you on, and welcome to the show. Over the last decade, women’s sports Women’s sports has immense potential has demonstrated time and time again value, not just in monetary terms but Cathy Engelbert: its ability to attract large audiences. also in terms of what it signals for gender Thanks, Hanish. Great to be here. The potential for growth and untapped parity. However, for women’s sports to interest continues to drive a rise in fulfill its potential, it requires action by all Shiz Suzuki: investment in women’s teams and interested parties. So, joining me today Thanks. sponsorship deals, and in turn can inspire to discuss how value-driven businesses more women to aspire to compete at can lead the way in the advancements Hanish Patel: the highest levels. But despite the ability of women in sports are Cathy Engelbert, This is such an exciting topic, and let’s get of women’s sports to deliver strong TV commissioner for the WNBA, and Shiz into it. We’ve got so much to cover here, ratings, event day attendance, and overall Suzuki, assistant vice president for so I’m actually going to use a sports term interest, it’s not often matched equally in Sponsorships and Experiential Marketing and say, let’s tip off with this, and we can media coverage, conditions, or pay. at AT&T. Cathy, Shiz, super excited to use it to ground our listeners. So, Shiz, Advancing women in sports | Season 5

women in sports is not a new thing. So the WNBA. But the reality is the stats transformation across being a very why is it an important aspect for us to are staggering. From a women in sports player-first league, marketing, branding, be talking about women in sports right perspective, less than 4% of media fan experience. And there’s no one better now, and more broadly, do you feel this coverage is women’s sports. And less than AT&T to help us in that space. And discussion is different now than it’s been than a percent of sponsorship dollars they certainly did, and they have showed in the past? goes to women’s sports. We obviously, as up amazingly and Nike and Deloitte. a holistic industry, we need to do better Shiz Suzuki: than that, but there has been this really So in light of recent conversations that So let me start by saying that I am very, exciting momentum happening. And Shiz just mentioned around disparities very fortunate to be able to work on we’re starting to see some changes. between men’s and women’s sports things that I’m really passionate about and the opinion piece I did on the and supporting women in sports is Hanish Patel: conversation needs to shift to companies certainly one of them. And I always say Shiz, thank you for that. Those stats no longer checking off a box in their that it is not only the right thing to do for just astounded me, and I remember internal diversity, equity, and inclusion, the next generation of young women, but Cathy in a recent op-ed you did I kind but putting weight behind something it is also really good for business. So let of read those stats and I really had to impactful, something they have an me just back up for a second. I usually take a double take frankly to think that emotional connection to because they’re like to explain why companies like AT&T the percentage is so low in comparison, building a brand or they’re looking for a invest in sponsorships overall. And one of especially, Shiz, when you talk about, consumer base that basically matches them is for brand building. Certainly, our we want to see a reflection of ourselves the values, ideals, and the fan base that brand, a 140-plus-year-old brand doesn’t out there. And like you said, it’s 50%, we have. And so I think by founding and need much of an introduction, but it but it’s far from the balance when you launching the WNBA Changemakers, becomes so important to make sure that think about media coverage and the this is a platform by which we want the persona of the brand, the reputation percentage of sponsorship dollars going companies and more companies to come of the brand, the perception of the brand up that way. in and take advantage of the momentum is managed and done in a way that is that we see in women’s sports and such a very intentional, and sponsorships is one So, Cathy, to that point, I’d like to move prime time to invest. of them. to you. And when I think about Deloitte, the WNBA, and AT&T, it seems like quite Because this was going to be exponential And if you think about even the definition an odd pairing for this podcast with growth, and I think again AT&T saw that of a brand, that is this emotional meeting the three of us on there, but there’s a well before everybody else and has ground between a company and its real good reason for why we’re all here. stepped up in a big way. Just to give you a people. And when I say people, that’s And the inaugural group of the WNBA little perspective, they ran a whole She’s customers, its prospects, its employees, Changemakers business sponsors Connected brand-building series for our and there’s so much research out there includes Deloitte and AT&T. So to that, players and taught them about personal that shows that when people love a Cathy, can you explain for our listeners brand and network for career growth. So brand, when customers love a brand, what this platform is and what spurred we’re looking forward to what our second they are willing to spend more money, its creation? year, it is our 25th season, our second pay higher prices, recommend that year of WNBA Changemakers brings, but company to their friends and family, Cathy Engelbert: we’re really excited about it. and forgive them when unfortunately Sure, Hanish. First, it’s great to be here. things go wrong. And I think all of us are Second, without Shiz and AT&T last Hanish Patel: very much so aware that the customers season in a wubble, by the way, in the So, Cathy, it’s clear from your example of today, and if we think about the middle of a pandemic and a racial justice there what the inaugural sponsors, in customers of tomorrow, they’re very, crisis, we don’t have a season. So back to particular AT&T, have brought to the very much so particular about how and your question, Hanish, as to what WNBA Changemakers program, and you talked where they spend their money. And I Changemakers is all about. When we about exponential growth going forward. think it rings true that people want to negotiated a very historic and progressive What does it look like a couple of years see themselves reflected in things like collective bargaining agreement, because from now? What will you be looking for the content that they watch or the things our players in the WNBA are unionized, from the sponsors into this program? that they buy and certainly the kinds of so we negotiated that last year, we businesses they do business with. launched the WNBA Changemakers Cathy Engelbert: platform and it was literally to directly Yeah, it’s actually a great question, And if you think about 50% of the support the WNBA and women’s sports. Hanish, as we’re thinking about the next U.S. population being women, 85% of Because I’m a big believer that we’re generation of Changemakers already. And household purchase decisions being hopefully also lifting women’s sports you know from my history with the firm made by women, for a company like across the spectrum. And I loved Shiz’s I’m always about innovation. I’m always AT&T it makes complete business sense emotional meeting ground because about thinking about our digital platform, to ensure that our brand is associated this was more than just a partnership. our transformation of our marketing, with strong female-centric brands like This is about activating it to help our our team operations. And so, the future Advancing women in sports | Season 5

is a multidimensional transformation for which is what AT&T does so beautifully, us, and whether that’s data and analytics it’s revamping our public footprint inside and getting more information on our out and outside in, it’s operational fans or optimization or human capital optimization, and player and team growth. recommendation and those kinds of So if our teams don’t grow along with things. So there’s so much to do here, I the league, if just the league grows and think. Internships for players is something not our teams, we’re not going to be we have on our list, incorporating WNBA successful. players into some of the issues that the companies that support us are trying to So, there’s a lot to unpack there, I know, solve in their own business with their own just in that, but we’re looking at fan talent platform. engagement and a whole reset of our digital platform, as you know with five You know these elite athletes in the generations in the workforce and digital WNBA have so much to offer, college natives coming in in big groups. So, this is graduates, top of their class, best athletes going to be an important area as we get in the world. And so, I think one thing into the next few years for us to transform Nike has done, who is also a WNBA and use our partners to help us do that. Changemaker, is actually taken retired WNBA players into a program where they Hanish Patel: help them develop their post-career skills. Brilliant. I think about what you’ve said You’re working through a cohort store in around what you’re looking to do in the course of a two-year program, and transformation, and with that, Shiz, I want teams at Nike working with the WNBA saw to pivot to something you also said earlier, that capacity of our players as leaders, and frankly for women, be that in the whether it’s on the court or off the court. workplace or in sports, a clear gap exists, So, I know as a former college athlete and we saw that from the stats you cited. myself and probably never would have So from your perspective, how is AT&T as been good enough to play in the WNBA a WNBA Changemaker business sponsor had it existed 35 years ago, but I see the helping drive that change to really close leadership skills that are built into that gap and help with that business athletes who compete every day on the transformation standpoint that Cathy court. And I think businesses can hugely just mentioned? benefit from the skills and the attributes and the leadership that these types of Shiz Suzuki: players show. And I’m going to actually answer this one starting with giving Cathy a huge shout- Hanish Patel: out. I mean, in a very, very short period Cathy, let’s dig in a bit deeper in that of time, without her there wouldn’t be space, and clearly one of the goals for the Changemakers. I mean, she is the lead Changemakers group is to significantly changemaker in this equation. And from a elevate the player experience, be that sponsorship standpoint, that partnership during their career or as you cited an and that support that you receive from example, post-career, and really to enable a partner, frankly, that is the key to the league’s business transformation. success. A brand can’t do it on its own. It So how is the WNBA putting these really requires collaboration and support priorities into action from a business ideation. I mean, you put together a zillion transformation standpoint? ideas and most of them never see the light of day, but that takes a lot of time Cathy Engelbert: and commitment and passion from Yeah, it’s a really good question because your property. we have to keep pushing. I mean, women’s sports is really hard, and we And certainly for us as AT&T, we have to keep pushing to make sure that always talk about the fact that from a we’re getting the exposure we need and sponsorship perspective, we love to that we’re transforming the way we need be a brand of change. And obviously to. Now, just to be honest, Hanish, the that requires that partnership with the pandemic put us behind on a few things, property. And there’s a story that I always but we’ve got four main categories for our like to tell my team about the fact that it transformation and it’s brand marketing, only takes one person or one company or Advancing women in sports | Season 5

one, it only takes one to be a part of the passionate about. Cathy just talked about they’re still working moms, they’re change. And the story that I love to use the fact that the WNBA athletes are such actually entrepreneurs, they’re broadcast is one of Kathrine Switzer. She’s the first multihyphenate individuals. And by the personalities, they’re social activists. woman to finish the Boston Marathon. way, we learned a lot of that through They’re the role models of the “you can’t And this is back in the day when people Cathy, and that’s because Cathy’s spent be what you can’t see.” Well, you can see didn’t believe that women could finish a the time listening to these athletes. And it in these WNBA players. So I just really distance of 26.2 miles. so that’s what’s allowed us to have some appreciate how Shiz looks at this and of the successes we had. that emotional connection and passion Certainly now, today, we take it for you can hear in her voice, right? An granted, right? I’ve run a few myself. And so to her point, in the wubble season emotional connection to lifting something But back in 1967, she registered with a last year, everything from providing them that’s going to be really big here, and gender-neutral name using her initials. with a new 5G device on our 5G network, AT&T and Shiz and her team just can’t And when the race director saw her a year of subscription to HBO Max, this be more supportive. But it is about that in the race, he tried to pull her off, was around keeping them connected to connection and making sure that you can and she prevailed. The male allies that the people and the content they love the affect change and have an impact. And were around her helped her stay in the most. And I think the part that just, I’ve that’s what AT&T has done. race, and she finished the race as the just got to say, like really inspired me was first female. She later petitioned to get after that moment, 37% of all the WNBA Hanish Patel: more women, all women who qualify, players, this was not prompted, these So I want to stick with this train and, an entry, and that happened in 1972, were not paid endorsements or anything Shiz, you mentioned something about so it was five years later. And she used to that effect. They went to social media elevating women and, Cathy, you that as inspiration to put together this to say, thank you and they actually just mentioned that that’s a kind of really incredible pitch for a worldwide dubbed it the Wubble. That organicness connection and kind of the place that women’s marathon event and started to is something that, it’s just so beautiful. women have in social as well. So thinking go to sponsors all over the place. Avon And I know fans and audiences, they see about the companies that really focus in signed on, and Avon allowed this event to that, certainly the workshops, touching on that place, and some are leading it, flourish. And guess what? To no surprise on call it sponsorships and media dollars. are tech and media and telecom industry, for us today, but at the time it was a Obviously, media is a big part of this those companies. So what can those surprise for everyone, is that it took off. equation. One of the things last season that are in that industry do to replicate was around the WNBA draft. or drive change in order to really uplift I mean, women around the world were women more in their own organizations? signing up and going around the world I know a lot of people like to think about running marathons. And she later, the NFL draft, but everybody needs to Cathy Engelbert: Kathrine actually used this as a proof remember, Cathy was first with the virtual Yeah, maybe I’ll comment on this first. In to the USOC that a women’s marathon draft. And at the time when we started to every industry and organization I’ve ever belonged in the Summer Olympic Games, hear more about the logistics, we heard it worked with, and it’s been hundreds, and that happened in 1984. I have to was going to be on ESPN2. And we were kind of diversity, equity, inclusion has say, when I saw that, that was a shock like, why is it not on ESPN? become very clear that that is so critical to myself, it’s within my lifetime. And to success. We see, and I wrote this in certainly we would never doubt for a So going back to being a brand of change, my opinion piece, study after study that second that in the future that a women’s listen, we raised our hand, we called in validates that having gender diverse marathon would be a part of the Olympic to the network and said, “Hey, listen, is leadership leads to higher productivity, Games. But there was a time when that there a possibility? And by the way, we critical for innovation, and actually leads was just not taking place. And so today will increase our media spend on this to being more profitable. So I was blessed we take it for granted, but it took that event.” And they said, “Okay.” And they to work for a firm that, back in the early one person or that one company, it took did, they moved it to ESPN. We tripled our ’90s before it was trendy, said we need these people to really be a part of that investment. We put our money where our to have a women’s initiative, not just for change. And so I always tell my team, mouth is, and it ranked second overall in the advancement but the retention of when you wake up in the morning, be viewership and was up 123% from the women. Because there was a retention that person, be that change, be a part previous year. And this year, when we gap back then, and we were hiring 50% of that. heard when the schedule was for the women, yet they weren’t getting to draft, we didn’t even have to ask about it. the leadership ranks as quickly as And so for me, personally, WNBA and the They said it will be on ESPN. they should. Changemakers program, this is part of my activism. Again, when I talk about the Cathy Engelbert: But now at the WNBA, it’s about building fact that I’m so fortunate to do the things If I could just weigh in there, I mean, great a pipeline and having a development that I love. And so from a sponsorship story. And other things that Shiz is talking culture and making sure that we’re perspective, this is about looking for ways about the value in supporting. What building and developing talent so the that we can help elevate women, help people don’t understand when you’re next time a head coach gets named, it’s support them in the things that they’re in live sports and playing professionally, a diverse one. The next time a general Advancing women in sports | Season 5

manager or anything in our ecosystem a company that was progressive enough to the WNBA, Count It is about counting occurs, that people are thinking about to put me, I’m a woman of color and I everything that the WNBA is and has how diversity leads to a better diversity had zero sponsorships background, and done, whether it’s the work they’ve done of thought. And no matter what level I they put me into this role to run one of in the social justice space on criminal have in my organization or when I was the largest sponsorship portfolios in the justice reform or LGBTQ+ representation, at Deloitte or anywhere else, people United States three years ago. working moms defying expectations. are watching, people watch these kinds of things, they model behaviors for And for them it was about, listen, if I mean, literally, that’s why we did our people around us. So, whether it’s in the you want change, then you’ve got to logo. If you look at it, isn’t the traditional telecom and tech and media industry, put in somebody who has a different two five, or isn’t the traditional even XV, or anywhere, including live sports, it’s perspective. I certainly brought a different it’s tally marks with our standard orange something that we all have work to do. perspective to the table, and we’ve made tally mark being the fifth for it gives We all have to build pipelines. We all have some of those right changes. And I hired, perspectives to like we’re still counting, to actually do a little bit extra to make I’ve hired women, I’ve hired women of right? We’re not done. And I think no sure we’re creating a culture to uplift color into my teams. I love it, by the way, one thought WNBA players could dunk diverse individuals. when I can walk into like an e-sports and they can, no one thought they negotiation and bring a team of all could come back after being a mom Because by 2040, Hanish, today’s minority women and see the surprise on people’s and they have. We have one player will outnumber today’s majority. And faces. It’s still a bit of a rarity, but I’m who’s had twins and came back the next so this is actually like a real business hoping that, again, like we can be a part season. So, it’s literally counting all these imperative because that’s not that far of that change. accomplishments. We wanted a way to away. I think I’m 35 years into my career, celebrate the league’s impact not only on 18 years or so, 19 years is not that far Representation, it really matters. I know the game, but culture at large. away. So I think once people figure it there’s that saying, if you can see her, you out, this is a business imperative that can be her. I was trying to explain this to So, I think we’re trying to blend signifying women and building the next generation somebody the other day, and there’s a a little bit about the future, but a look of diverse leaders, whether it’s women or beautiful viral video from Hamilton. It’s back at history. I mean, the WNBA players women of color or people of color, is so the Hamilton that was on Disney+, came stand on shoulders of giants like Sheryl important too, I think as we think about out last year. Anyways, Phillipa Soo, who Swoopes and a whole litany, Lisa Leslie how to build a business and thrive in is Chinese American, plays one of the and Rebecca Lobo. And we formed an business. And I’d be curious, Shiz, to hear sisters. And there is this little Asian girl advisory council for the 25th season of your thoughts on that. who’s watching this, this was captured, some of these legends, but also people went viral on social, and she’s watching who launched the league back in 1997, Shiz Suzuki: Phillipa singing on TV and she’s saying, coming off the Gold Medal that the No, 100%. I love what you said about the “It’s me, it’s me.” And she’s pointing at USAB Women’s National Team won in fact that the companies out there that Phillipa and it just, ah, it melts your heart. the Atlanta Olympics in 1996. So, just so hire the diversity and hire the women and So, I always use that as an example of, great to be celebrating. And by the way, have them in their leadership ranks. It’s this is why representation matters, it’s Hanish, you may not know this, but we’re about higher productivity, it’s about more for that next generation. So, hire them. the first women’s professional league in profitability, it’s good for business. And They’re out there. the U.S. to get to 25. In fact, we’re two so we’ve also talked a lot at AT&T about times getting to versus other leagues. So making sure that we have teams that Hanish Patel: we’re just setting the stage for the next are reflective of our customer base. For That’s fantastic. Great story, and it kind of 25 years, and count on the WNBA is kind me, very specifically for sponsorships. I makes you think about all the change that of like why we came up with Count It, and think about certainly our customer base, we’ve seen over the last number of years, I think it’s actually gone over really well but also the fan bases and making sure and still, as we talked about earlier, plenty on social. And we’ll just continue to count that I’ve got a team that reflects that. more to go. Talking about change over the ways the league is making progress And why is that important? It’s important time, I guess, one of the things I saw was on women’s empowerment, and we’re a because when you have those people this year marks the 25th anniversary of league of 80% women of color, and it’s at your table, then we’re able to create the WNBA, and I understand this season’s really important to invest in their success. sponsorship activations, we’re able to manifesto is Count It. So to that, Cathy, create programs, advertising, messaging, can you describe what that means? Hanish Patel: things that are a lot more relatable to that I love it. And with that backdrop, Shiz, how fan base or the customer base. Cathy Engelbert: can businesses support this? I’d love to, Hanish. This is my favorite part And the reality is there are qualified of the season. So to basketball fans out Shiz Suzuki: women, right? But certainly we need to there, they know count it means when I’d say join us, join AT&T as supporting hire the women, the diversity into these you make a shot in the face of adversity, women’s sports, supporting the WNBA, ranks. And I just have to say I do have to you say count it, you know, money in invest, just start with one thing. I think give a shout-out to AT&T. I mean, this is the bank, count it. So, translating that for us, specifically, there’s going to be Advancing women in sports | Season 5

more to come that we’re going to be next year. talking about and supporting for the Hanish Patel: 25th season. But as the season tips off Fantastic. Shiz, any thoughts from Hanish Patel: May 14, you can certainly count on us your side? That’s the light. That’s the light. Well, I to be there to support these incredible failed miserably on mine, so I’m not even athletes. There’s so much more to come Shiz Suzuki: going to say how well I did or how poorly. in collaboration with Cathy and our Yeah, definitely. I’ll go back to the, if you And with that, Cathy, Shiz, I want to thank leadership team. We’re super excited. can see her, you can be her, in that fact you for taking the time out today to join that representation matters. And having me on the pod to discuss and share your Cathy Engelbert: incredible women in visible places for the perspective on an incredibly important I love it. Shiz has the count it down. next generation is something that is so topic. And frankly, I, for one, learned a I love it. important. I have a five-year-old niece and hell of a lot today in our conversation. So when I think about her and the things I want to really thank you for taking the Hanish Patel: that she’s exposed to, certainly, I want her time out. Really appreciate that. That’s brilliant. I opened up with a bit of to know she could be a pro-basketball a sports term with tip off, so I’m going to athlete like Nneka Ogyumike McKay or Cathy Engelbert: close with one. Cathy, Shiz, before the a commissioner of a professional sports Thanks, Hanish. Have a great one. buzzer sounds, any closing thoughts? league like Cathy, or in a boardroom like Stay healthy everybody. Cathy was in a CEO role. And I want her Cathy Engelbert: to know, you can achieve anything that Shiz Suzuki: Yeah, I would just say as you think about you can put your mind to, and it is so Thank you. transformation in business, sports now incredibly important to have the right role that I’ve been in it about 20 months, it is models out there for the next generation Hanish Patel: big business. And so everybody thinks of young women. Thanks. And to our listeners, until next sports is so different than business and time, happy listening. it really isn’t. And we need support, we Hanish Patel: Thanks for listening to User Friendly. To need marketing, we need branding, we Fantastic. I’m going to quickly slip in subscribe or listen to more episodes, need to build household names in our another question for the both of you. search for Deloitte’s User Friendly in your players so that, for instance, the audience And that is, how did your March Madness favorite podcatcher, or find us online listening here knows who Sue Bird is, bracket work out? And did either of you at userfriendly.deloitte.com. If you like Diana Taurasi, Elena Delle Donne, Nneka have Stanford as the winner? what you hear, please write us on Apple Ogyumike, Diamond DeShields, who is podcasts and leave a review. The opinions a fabulous athlete playing for Chicago. Cathy Engelbert: expressed by guests on this podcast Certainly, Candace Parker who just got Don’t we love Hanish? He’s talking about belong to them and do not necessarily traded from LA to Chicago or assigned in the women’s basketball bracket. I did reflect those of Deloitte. This podcast free agency. And then we have Sabrina have Stanford as the winner only because should not be deemed or construed to Ionescu and Crystal Dangerfield, who I’ve got two Stanford grads who played be for the purposes of soliciting business was our rookie of the year last year, basketball, one in the WNBA, one in the for any of the companies mentioned and Kennedy Carter, and Jonquel Jones ABL that predated the WNBA before the nor does Deloitte advocate or endorse is coming back to Connecticut. So we WNBA started. And they would—I had the services or products provided by have just so many great storylines in this to root for Stanford. But I actually had these companies. league, but America needs to learn who UConn in the final and obviously that these players are. So we’re going to do didn’t work out, but they are going to our part. have a fabulous team in the future. And I think all the teams showed up. You look And AT&T and our other WNBA to sell the ratings, Hanish, and it was Changemakers, Nike, Deloitte, and then such an exciting tournament. And we ESPN has been great since the beginning get to draft some of these players into of the league on broadcast, but we’re the WNBA this year. So we’re really going to do our part to get those stories excited for them to continue their out there. And we just ask that everyone basketball careers. find ways to support women in the workforce, working women in the WNBA, Hanish Patel: and become a fan. We love to activate Fantastic. Shiz, how about you? How did and engage with our fans, and we skew you get on? younger and more digital natives and more diverse, but we’d love to drive a fan Shiz Suzuki: base that is more rabid and avid than we Busted bracket. So I was supporting my even have today. And we have a pretty Lady Bruins and they had a really great rabid and avid fan base today. start, but you know what, there’s always Advancing women in sports | Season 5

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