WNBA president Laurel Richie, who was hired in mid-April to replace Donna Orender, is making a tour of WNBA cities to promote the league. Richie, a marketing veteran, previously was behind the brand revitalization of the Girls Scouts.
On Friday, before the Phoenix Mercury played the Atlanta Dream, she sat down with The Atlanta Journal-Constitution. During the interview, Richie discussed her early days on the job, empowering women and girls and marketing the league.
Q: How would you describe the whirlwind of the past two months since you were appointed president of the WNBA?
A: I am halfway through visiting all of the teams, and it’s been great to go to the games, to meet with the fans, to meet with the sponsors, and have the experience of being in the arena, at the games, and watching the women doing their thing on the court.
Q: How do you see this position as an opportunity to empower women and young girls?
A: It’s interesting, when I took this job and the offer came, I was speaking with my niece who is 13. She just looked at me and said, ‘Auntie Laurel, you just like that girl thing, I can tell.’ I think I laughed a little bit, but I realized she’s actually right. One of the great things about being part of the WNBA is not only is it basketball, but these are women that are role models for their athleticism, for their sense of style, for their commitment to the communities in which the teams compete, and the way in which they work together and show up as individuals at the top of their game, but also come together as a team. I think they are just phenomenal role models.
Q: How do you see the WNBA as a brand you can market?
A: One of the things that has been a great surprise in a good way has been when I go out to games and really see the broad appeal of the game. Families, older people of my generation and my dad’s generation who are attending games, and young kids — the appeal of the game is there. This is a really loyal, engaged fan base that really supports the teams and supports the players. ... Once you come to a game and you see the level of play, and you have the fun that you have being in the arena when it’s live, and the energy, and perhaps getting to meet a player afterward and get an autograph, I think the job is just get them there, and you know that they will come back.
Q: As a powerful African-American businesswoman, what types of adversity have you faced?
A: I have had many points in my career where I have been the only woman in the room, the African-American in the room, and in most cases, the only African-American woman in the room. I just feel that my job is to do my work and make my contributions. I take my work very seriously — both the work that I do and being a role model for other women and African-Americans. I’m acutely aware of it and very proud to have blazed some new trails, but at the end of the day, it’s really about delivering and making the contribution.
Q: While previous presidents have had a basketball background, you bring more of a business background to the job. What’s special about what you bring to the job?
A: I think I bring two things. One is my marketing and business background, but I also bring a fan perspective. Not that my predecessors weren’t good marketers and weren’t fans, but I think that is what makes me unique and what my 52 years on Earth have been about. We know the game of basketball is at an all-time high. I was looking at the score of the first game 15 years ago I believe was 67-57 and our 15th anniversary game with the same two teams, both of them scored over 90 points each. We know it’s great basketball, now we just need to increase the number of people who actually experience the game and the fun of attending a game.
Q: What do you think the ideal experience is for a fan?
A: I think they want to see great basketball. I’ve had the opportunity to sit on the court, and it is an incredible game. I’ve jokingly told some of my friends that I get a little scared because of the pace of play, the speed, and the power of the game. The game is phenomenal, and that’s people are coming to see. Then, you want to have a great experience. You want to have fun while you’re there. I think to be able to see these women leave it all on the court and play a great game, and have a little bit of fun, and if you’re a little kid, to actually put your feet on the court as well, we know that’s a great experience.
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