Diversity, Equity and Inclusion: Three Emergent Teams in the NFL
Published on April 1, 2021, at 10:52 a.m.
by Kris Scott.
Ethnicity. Gender. Religion. Sexuality. Several ways the United States is championing multiculturalism.
Since its establishment in 1920, the National Football League has become symbolic of American culture. With an average viewership of 14.9 million people per game, a predicted revenue of $25 billion by 2027 and Super Bowl XLIX being the most-watched U.S. television broadcast in history, many characterize the NFL as America’s most influential sport entity.
Lindsay LaBennett, senior director of diversity, equity and inclusion at Wasserman, considers sports to be a “microcosm of society.”
“Sports reflect society and our greater world,” explained LaBennett. “When it comes to diversity within sports — whether it is on the field or with people who are in the front office — it’s equally as important for us to reflect the world that we serve. It’s not just diversity; it’s also about equity and inclusion for those involved and making sure that people from marginalized groups are effectively included in opportunities within sports and in the larger conversation regarding sports on a global scale.”
While corporate sponsors, merchandise and television deals are important components of the NFL’s success, its fans are undoubtedly the most significant.
“Professional sports leagues and teams are some of the most followed organizations in the world,” asserted Ben Appleby, consultant at Calacus. “Fans often have deep-rooted connections to the sports teams that they support, but that doesn’t mean they can be taken for granted — as without them there is simply no product.”
Recognizing an increased demand for inclusion and interaction among fans, the NFL has enacted a number of strategic initiatives. Included in these policies are Crucial Catch, Huddle at Home, Inspire Change, My Cause My Cleats, Play 60 and the Walter Payton Man of the Year Award. Together, these initiatives serve as an example of the NFL promoting causes that improve the communities, health and well-being of its fans.
LaBennett emphasized the societal implications of the NFL using its platform as an agent of change.
“The NFL is in the beginning stages of making real impact,” LaBennett affirmed. “If the NFL continues down this path, they will not only change football, but they will evolve culture as a whole.”
Beyond community outreach, the NFL has also adopted notable DE&I initiatives within its organization. The league’s Anti-Tampering Policy, Bill Walsh NFL Diversity Coaching Fellowship and Rooney Rule are evident of this feat. Even further, the NFL has spearheaded several affinity groups where players and other league officials interact, learn and support underrepresented communities. Additionally, opportunities for women have expanded within the NFL. In fact, Katie Sowers, Jennifer King, Maia Chaka, Maral Javadifar and Sarah Thomas are women known for breaking glass ceilings. Other trailblazing events include the hiring of David Culley, Ron Rivera and Robert Saleh as head coaches.
LaBennett applauded the NFL’s DE&I policies. She described the impact of these policies on future generations.
“To see more minorities in power and accurately represented in the media demonstrating that they are of value, that they have a story to tell and that their perspectives matter has a significant impact on the younger generation watching,” expressed LaBennett. “It creates this space where if I see it, then I know I can be it.”
Appleby expressed similar sentiments.
“Children and young people need to see relatable role models achieve success in sports,” Appleby stated. “It’s great to see organizations embrace diversity, equity and inclusion. However, this representation needs to be across the board and not limited to athletes on the field. Creating effective DE&I policies will ensure this happens.”
Along with emphasizing the impact of DE&I policies on future generations, both LaBennett and Appleby acknowledged the expanding influence of millennials and Gen Zers on organizations like the NFL.
Data reveals that millennials and Gen Zers are encouraging organizations to be more cognizant of matters involving social injustice. For this reason, LaBennett affirmed that an organization’s stance regarding social justice issues should never be left up to interpretation. She advises that organizations “recognize the world’s current trajectory” and acknowledge, affirm and act whenever appropriate.
Likewise, Appleby stressed the appeal of DE&I policies to millennials and Gen Zers. He said diversity in the NFL distinguishes it from other major professional sports leagues. As a result, the NFL can “attract key stakeholders from its competition.” Defining these key stakeholders as fans and sponsors, Appleby said millennials and Gen Zers are attracted to sports entities that “align and represent their beliefs” related to key societal issues.
While only the beginning, the NFL has made great strides in making a positive difference in America. Through its DE&I policies, the league has condemned hate, uplifted love and fostered lasting connections with communities nationwide. Perhaps more commendable, the NFL has effectively used its platform to evolve conversations surrounding DE&I — demonstrating the power of professional sports leagues. Still, DE&I work within and outside the league is yet to be completed.
“By embracing DE&I, the NFL has shown that people of different race, religion, gender, sexuality and beliefs can work together to achieve great things,” Appleby asserted. “That should never be underestimated.”
