WNBA Players Demand Recognition: The Struggles of Masculine-Presenting Athletes

WNBA Players Seek Greater Recognition and Opportunities

In a notable year for women’s sports, the WNBA stands out for breaking viewership and attendance records. As the league heads toward its draft lottery for the 2025 season, some players celebrate their new financial success. Young stars like Caitlin Clark and Angel Reese bring college endorsements from brands like Nike and Gatorade.

However, not all players share in this prosperity. Recently, the WNBA partnered with Kim Kardashian’s brand SKIMS, which featured women of color and LGBTQ+ athletes. Yet, the campaign faced backlash for neglecting masculine-presenting players. Phoenix Mercury player Natasha Cloud expressed her frustration on social media, while Dallas Wings star Natasha Howard echoed her concerns, noting the challenges Black LGBTQ+ athletes face in securing endorsements.

In response, Cloud and Howard have collaborated with Woxer, a brand focused on gender nonconforming customers. Woxer’s founder, Alexandra Fuente, emphasized the importance of inclusivity in partnerships.

Despite progress, mainstream brands often hesitate to engage with non-traditional athletes. University of Michigan professor Ketra Armstrong highlighted the fear brands have of alienating certain consumer groups.

Media representation is crucial for WNBA players, as they rely heavily on endorsements due to lower salaries compared to their male counterparts. Missed opportunities exist when brands overlook Black LGBTQ+ women, says sport management professor Ajhanai Keaton. She noted that many consumers admire and relate to LGBTQ+ athletes, revealing an untapped market.

Former U.S. women’s soccer player Briana Scurry shared her experience of being an openly gay athlete. Despite her success, she found it difficult to secure sponsorships during her career, attributing it partly to her identity. Today, she sees improvement in sponsorship opportunities for women athletes, feeling hopeful for the future of Black LGBTQ+ athletes.

Scurry remarked, “Women’s sports is now seen as a business proposition, no longer a charity.” Brands need to recognize the market appeal and influence of Black LGBTQ+ athletes, as evidenced by their strong social media presence.

This evolving landscape highlights the need for brands to embrace diversity and inclusivity in their marketing strategies.