In our recurrent Series of 10 questionsThe NEAG education school catches up with students, elders, teachers and others throughout the year to offer an overview of their school experience and their current career, research or community activities.
Assistant teacher Risa Isard is a pioneer in the sport industry, devoting her career to advance equity in female sports. A researcher and consultant, she explores how stigma shapes the experiences of athletes, executives and organizations. His work highlights the economic, historical and socio -cultural forces which have an impact on the sports of women, pleading for marginalized communities, including women, LGBTQ + individuals and people of color.
Isard’s expertise is widely recognized – his ideas were presented by the SXSW Festival, MSNBC, the New York Times, ESPN, and more. As a leader of opinion, she published in Sports Business Journal, Quartz and Espnw, influencing industry policies and triggering changes. Beyond research, Isard is the founder of Risport, consulting sports organizations on questions that matter most. Previously, she played a central role in the Sports & Society program of the Aspen Institute, where she launched national initiatives, welcomed leaders such as Michelle Obama and Billie Jean King, and created tools to extend access to sports. She also occupied sports industry positions with Duke Women’s Basketball, the Phoenix Mercury, the Legend Football Legend Branda Chastain, the Kaboom!, And the baseball team of the Fresno Grizzlies Minor League.
With a doctorate. In management of Umass Amherst and a specialized baccalaureate of Duke, Isard and his journey testify to the power of sport as a vehicle for social change.
Q: Can you share examples of your research on how stigma influences the experience of stakeholders in female sports?
A: Despite progress, stigma continues to have an impact on female professionals and fans. Women’s sport employees face condescending remarks, such as wondering if they plan to work for a male team next year, suggesting that a role with the women’s team is not a success. Fans find it difficult to access television games or convince bars to broadcast matches. These experiences come from stigma that affects investment, visibility and respect, strengthening the idea that female sports are less precious. However, the passion of athletes, employees and fans remains strong, fueling the struggle for recognition and equality.
Q: What are the effective strategies to advance equity in sports organizations?
A: My study on WNBA media coverage revealed that the black athletes, who represented 80% of the league athletes and won 80% of the post-season prices, received only half of the media coverage of their white teammates. This research has led to discussion on the scale of industry and tangible changes in organizational practices, which leads to greater coverage for female athletes and black athletes in female sports. By following the disparities and by committing to a coverage which reflects talent on the courtyard, organizations can create a systemic change. Intentional strategies like these help level the playground for all female sports athletes.
Q: How does intersectional diversity shape decision-making and culture within sports organizations?
A: This same study from above shows that black WNBA athletes with a more male genre presentation receive the slightest media coverage, while white athletes with similar gender expressions receive the most. This highlights the need for an intersectional approach to understand practices in the sports industry. The visibility of the media is reflected in financial opportunities – The approval agreements partly depend on the coverage, which makes the representation crucial for the career of an athlete. Tackling these disparities can help advance social change, as to fill the wealth gap.
By following the disparities and by committing to a coverage which reflects talent on the courtyard, organizations can create a systemic change. – Risa Isard, assistant professor
Q: What lasting stigma persists in female sports and how can industry approach them?
A: Female sports are still fighting with false ideas about their value and the athletics they present, which has an impact on players’ salaries, sponsorships, media coverage, etc. Changing this requires treating female sports with the same respect as that of men, which means investing in their growth and recognizing their commercial successes. Supporting female athletes is not only a question of equity – it is also an intelligent commercial decision that stimulates profitability and advances the industry.
Q: How should marketing and management strategies disseminate during the promotion of female sports, compared to sports for men?
A: Female sports fans are different from male sports fans. For example, they tend to be more faithful and favorable to sponsors. They are also much more likely to consume their sports alone. This means that marketing approaches should reflect the unique behavior of fans rather than imitating the sports strategies of men. In addition, female teams are faced with distinct challenges shaped by historical and societal factors, which can affect employees. Understanding these differences and answering them are the keys to effective growth and investment in female sports.
Q: How do you balance academic research with usable information for the sports industry?
A: My research is shaped by experiences and conversations of the real world industry, ensuring that it solves urgent problems. Once finished, I favor the achievement of my accessible results – through opinion in commercial journals and via social media – so that decision -makers can apply research focused on research. I am also proud to be a member of the collective thinking group, an initiative of the World Sports and Entertainment Wasserman agency. This bridge between the academic world and the industry helps sports professionals to implement a significant change.
Supporting female athletes is not only a question of equity – it is also an intelligent commercial decision that stimulates profitability and advances the industry. – Risa Isard, assistant professor
Q: Why do you think your research is important for the sports industry?
A: My work aims to encourage industry to increase profitability through stock -oriented business practices. Female sports have long been undervalued, but with research-supported strategies, we can create a future where fairness and commercial success go hand in hand. I hope that my contributions will help raise women’s sports and rely on the inheritance of those who fight for progress.
Q: Why did you decide to join the Neag School of Education of Uconn?
A: Uconn was a leader to support female sports, creating an environment where gender equity is standardized. This unique culture offers an ideal framework for studying and influencing the future of female sports while engaging with students who will shape the industry.
Q: How can Uconn have a positive impact on the future of female sports?
A: Uconn’s early investment in female sports offers a model for other programs. By sharing successful strategies with NCAA and beyond, Uconn can help shape best practices to cultivate and support female sports at all levels.
Q: What trends in female sports do you find the most promising and how can stakeholders rely on them?
A: Female sports are growing quickly – leagues like NWSL and WNBA are developing, while new leagues in hockey, volleyball and emerging softball. Increased media coverage, specially designed investments and stages contribute to this momentum. With continuous financial support and visibility, female sports can reach new heights, solidifying their place in the wider sport industry.
To find out more about the Neag School of Education sport management program, visit sport.education.uconn.edu.