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The Economics of Inclusion: Inclusion in Sports

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The Economics of Inclusion: Inclusion in Sports The Economics of Inclusion: Inclusion in Sports By Amber Baird, Winston Powe, Laura Rodney, and Erin Smith AN I PLAY TOO? HOW only despair. It is more powerful than THE INTEGRATION government in breaking down racial OF PROFESSIONAL barriers. It laughs in the face of all SPORTS CHAMPIONED kinds of discrimination.”1 DIVERSITY Mandela’s words align with the Nelson Mandela history of integration in the United once said: “Sport States. Against the social norms of has the power to the times, a handful of forward- change the world. thinking coaches, administrators, It has the power to players, and owners in major league inspire. It has the sports tested the common sports power to unite people in a way that adage that winning transcends all. little else does. It speaks to youth in Over several decades, the opportuni- a language they understand. Sport ties these individuals created have can create hope where once there was translated to significant commercial 64 THE JABIAN JOURNAL INCLUSION IN SPORTS TIMELINE (non-exhaustive) 1933 NFL unofficially bans black players 1946 Kenny Washington signs contract with the LA Rams (NFL) Jackie Robinson signs with the Brooklyn Dodgers (MLB) What businesses can learn 1947 from the successes and Harold Hunter and Earl Lloyd sign with the Washington Capitols (NBA) • Nat Clifton 1950 signs with the New York Knicks (NBA) • Chuck Cooper signs with the Boston failures of sports inclusion. Celtics (NBA) • Althea Gibson joins the US Lawn and Tennis Association tournaments 1951 Orestes ”Minnie” Miñoso signs with the Chicago White Sox (MLB) 1953 Willie Thrower plays quarterback for the Chicago Bears (NFL) 1958 Willie O’Ree signs with the Boston Bruins (NHL) First Paralympic Games held in Rome with 400 athletes from 233 countries success for the sports industry. 1960 They also provided global exposure for athletes of all backgrounds, races, 1962 Buck O’Neil becomes the coach of the Chicago Cubs (MLB) abilities, genders, sexual orientations, and gender identities to challenge 1966 Bill Russell becomes coach of the Boston Celtics (NBA) discrimination and break down stereotypes while driving worldwide economic growth. 1977 Bill Lucas joins the Atlanta Braves as the first black general manager (MLB) Before school integration, lunch-counter protests, and bus 1989 Art Shell becomes head coach of the LA Raiders (NFL) boycotts, major league sports teams added African-American players to their ranks. Kenny Washington 1997 Sheryl Swoopes is the first player signed to the WNBA with the Houston Comets reintegrated the NFL in 1946. Jackie Robinson broke the color barrier in 1998 Dirk Graham becomes head coach of the Chicago Blackhawks (NHL) major league baseball in 1947. Chuck Cooper was the first African-American player drafted by an NBA team (the 2001 Briana Scurry is a founding player of the Atlanta Beat (WUSA*) Boston Celtics) in 1950. And Althea Gibson was the first African American 2003 Robert Johnson purchases the Charlotte Hornets (NBA) to compete at Wimbledon in 1951.2 While there were other players of Denis Hamlet becomes head coach of the Chicago Fire (MLS) color in U.S. professional sports before 2008 this integration, they fell victim to colorism, and players in professional 2012 Shahid Khan buys the Jacksonville Jaguars (NFL) sports could not appear to have any African heritage.3 Following Jackie 2014 Kim Pegula co-purchases the Buffalo Bills (NFL) Robinson, Cuban, Puerto Rican, and Dominican athletes integrated individual teams. Orestes “Minnie” 2015 Becky Hammond becomes a coach for the San Antonio Spurs (NBA) Miñoso integrated the Chicago White Sox in 1951 and Carlos Paula integrated the Washington Senators in 1954; both SOURCES: Bold Business, Baseball Almanac, Bleacher Report, The Undefeated, Black Soccer Membership Association, Blackpast, Briana Scurry, NBA, CNN Money, CBS News, La Vida Baseball, International Paralympic men were Cuban American.4 Committee. *WUSA is the precursor to the National Women’s Soccer League. FALL 2020 65 Many early pioneers of professional goal was to ensure equal access to States.23 After the end of World War sports integration used their platforms consideration for top positions for II, women’s participation in sports to encourage social change. Some minority candidates. grew; along with that participation, worked with the NAACP and other Why then, after 17 years of the more opportunities opened for women social justice organizations geared Rooney Rule, are only 12.5 percent to compete in professional sports. toward racial equality,5 while others of regular-season games coached Since the 1980s, women’s professional used their platforms to protest dis- by coaches of color?19 And why is the leagues have emerged for basketball, crimination and challenge the status number of NFL head coaches of color football, soccer, and hockey. quo. From the outspoken advocacy the same (three) as it was in 2003?20 When the WNBA premiered in 1996, of Muhammad Ali’s banter with the While it’s impossible to be present it was initially an umbrella league press to the quiet persistence of Curtis for hiring decisions within major for existing teams, but quickly grew Flood’s refusal to be traded to another sports teams, part of this reason is into a professional league of its own. team “as a piece of property,”6 these that the Rooney Rule only applies to In the first year of the WNBA, it was trailblazers transformed their sports, head coaches. The candidate pool for able to draw more than 50 million their leagues, and the perceptions of head coaches is, quite obviously, other viewers on three channels and grew people of color. They also impacted coaching positions. If quality candi- quickly to reach audiences in 167 the bottom line, improved profits, and dates are lacking in assistant coaching countries by 2001.24 increased competition, eventually positions, or if minority candidates Despite the commercial success driving the complete integration of don’t receive the same opportunities to and popularity of the WNBA, player teams in every league throughout the fail as their white counterparts while salaries—even with 2019’s increase— next few decades.7 keeping their jobs, then it becomes sit at about 20 percent of the minimum increasingly difficult to rise through salary of their male counterparts.25 WE’RE MORE THAN JUST PLAYERS—THE IMPACT the ranks and arrive at head coach.19,20 Last year’s number-one draft pick for OF THE ROONEY RULE. Many candidates also report that the WNBA, Jackie Young, will gross While athletes were able to break they feel they are fulfilling a quota, or a little more than $50,000 for this color barriers on the field,8,9,10,11,12 checking the Rooney box,21 meaning season. Her male counterpart, Zion these same advances weren’t translat- exemplary candidates are discouraged Williamson, has an estimated salary ing to the back office. Until the 1960s, and unable to live up to their potential. of just under $10 million.26 Although all coaching positions in the major They could remain permanently the WNBA reports it is a money-losing sports leagues were filled by white stunted within the league, or they league with estimated revenues of $25 men.9,10,13,14,15 Until the 2000s, there may leave entirely. The parallel with million, only 20 percent of that rev- were no team owners of color.16 corporate America is clear: To have the enue goes to the players. The NBA gives Today, across the three biggest sports best team, one must have true equity, players nearly 50 percent of its $7.4 teams, the combined total number from the hiring process through career billion in revenue.27 At a minimum, the of nonwhite head coaches is six. This development. Hiring the best should be NBA redistributes its revenue more includes three in the NBA, two in the the goal, and the best will, organically, equitably and sets an expectation for NFL, and one in MLB.17 The lack of be a diverse team. If this isn’t the case, the WNBA to do the same. representation in sports leadership then the rules of the game aren’t fair Women in corporate America often sparked the creation of the Rooney and must be rewritten. experience advocacy and sponsorship Rule. The NFL adopted the Rooney as a driver to success. The late LA Rule in 2003, and its influence has PLAY LIKE A GIRL—THE GROWTH OF WOMEN’S Lakers superstar Kobe Bryant was spread outside of the league. The rule PROFESSIONAL SPORTS. a champion for women’s sports and states that NFL teams are required Women have competed in college sports helped drive the WNBA’s popularity to interview ethnic minority can- since the 1860s and in Olympic sports in a meaningful way.28 Trailblazers didates for head coaching jobs and, since the 1900 Olympic games in Paris.22 such as Venus and Serena Williams later, for general manager positions. Until 1943, when the All American Girls joined Billie Jean King in forcing the There is a similar rule to help drive Professional Baseball League started, tennis world to pay equal prize money female diversity in front-office NFL no major professional leagues for to women and men in 2005.29 Andy positions.18 The rule’s fundamental women’s sports existed in the United Murray is an outspoken advocate for 66 THE JABIAN JOURNAL FAN DEMOGRAPHICS Men Women NFL FANS | Average Household Income $73K equality, on and off the tennis court.30 Everyone must work together to achieve true equality. True equality isn’t a zero-sum game. Equality helps 53% 47% create broader appeal and attract better players and more fans. DON’T JUST MAKE IT PINK.
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