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In advance of our annual symposium and awards luncheon two weeks from now, we chatted with the woman who started it all. Sue Rodin founded WISE some three decades ago, and the organization — not to mention the industry — has come a long way since. Here, Sue, who is president of the sports marketing agency Stars & Strategies, reflects on the birth of WISE, the power of networking, her hopes for the future of the industry and more.
On filling a gap:
"I was working at a small sports marketing agency in the summer of '93 when I learned a male colleague was being paid far more than I was earning. I didn't know where to go for advice and it struck me that there was no organization for women in the sports industry. I called a few friends and we decided to see if there was interest in creating an informal networking group. This was before email, so we pulled out our Rolodexes, printed flyers and sent letters in the mail. Sixty people showed up, and we sat in a circle, introduced ourselves and connected over shared experiences. It was immediately clear that we'd identified a need."
On leading the charge:
"About six months in, someone asked us about establishing chapters in Cleveland and Washington, D.C. It grew organically from there. I had never seen myself as a trailblazer, but I felt a sense of mission to elevate women in the business of sports. Obviously, though, I didn't do it alone. It took a village of good, smart people."
On taking risks:
"When I was dealing with that pay equity issue, someone asked, 'Why don't you go out on your own?' It planted a seed. Years later, after seeing the success of the Atlanta 1996 Olympic women's basketball team, I thought there might be an opportunity to specialize in women's sports marketing management, so I started Stars & Strategies. Worst-case scenario, I figured I could always find another traditional job! My affiliation with WISE helped my business — it gave me a platform and I met so many women at the pinnacle of success. I encourage every WISE member to do the same: raise your hand, take advantage."
On always moving forward:
"I wish there had been WISE/R when I was younger. I had to learn the sports business by reading, reaching out and going to industry conferences. We started the symposium 10 years ago, and I'm amazed at the range of topics we've covered since, from communication to negotiation to new opportunities. I still find it all so useful. I firmly believe you're never too old to be curious or too senior to learn."
On getting plugged in:
"You never know where networking can lead. I was a teacher who dreamed of working in sports. My first job in the industry came out of a chance Visiting Day encounter at my kid's camp! I'm a Leo, so I'm very outgoing. My advice if you're attending an event: When you see someone standing alone, go over and introduce yourself. If you arrived with a group — as comfortable as that is! — break up and mingle. Talk to the person sitting next to you, get their information and actually stay in touch. Be persistent, yet professional: Ask about following up, then do it."
On making the right kind of noise:
"A year in, we held the first WISE Women of the Year Awards luncheon to get attention, highlight accomplished women and raise money. Those objectives remain, but the women we honor are doing amazing things, and by celebrating them we hope to inspire others. I've had attendees say to me, 'I want to win that award someday.' So it's working. It really is a moving event."
On what's next (🤞🤞🏼🤞🏽🤞🏾🤞🏿):
"We've made progress, and there's certainly lots to applaud. But there remains much to be done. I look forward to the day when it will no longer be front-page news when a woman earns a major C-suite role or some other position of power in sports. In my perfect world, that is simply a non-story."
For more from Sue, don't miss her upcoming interview in the March 11 issue of Sports Business Journal.
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