The world of sports is shifting, and women are leading the charge. As progress accelerates on the field, it’s generating new momentum for advancing women in business and beyond.
In this PowerTalk with The Coca-Cola Company, hear from leaders at The Coca-Cola Company and the Atlanta Dream on how corporate and team-level efforts are helping advance all women in sports and explain why that progress matters far beyond the game.
First, we hear from Hannah Spencer, VP of Marketing and Consumer Insights at Atlanta Dream, on how visibility in sports fuels leadership and opportunity for all women.
Why does representation in women’s sports matter—not just on the court, but across culture, business, and leadership?
Representation in women’s sports extends far beyond the court and into the broader realms of culture, business, and leadership. At the Atlanta Dream, we fundamentally believe that the more diverse our team is—from our players and front office staff to our executive leadership—the stronger and more impactful we become. This commitment is rooted in the conviction that the best work, the most innovative ideas and the deepest connections emerge from the most diverse and representative teams.
By visibly placing women in positions of power, we actively create an example for the broader community. We want to be the aspirational benchmark in sports for girls and women everywhere, enabling them to envision and achieve their highest potential, whether that’s hitting the game-winning shot or leading a major organization. This visibility fuels belief and inspires a generational shift in what’s possible.
The best work, the most innovative ideas and the deepest connections emerge from the most diverse and representative teams.
NextUp honored the WNBA with the Advancing All Women Award at its 2024 Summit. How does the Atlanta Dream intentionally use its platform to advance all women?
Our core purpose is to “elevate women’s sports in Atlanta to unprecedented heights, inspiring a movement that empowers women and girls to strengthen the fabric of our city.” We intentionally place women and girls at the core of every decision and initiative—from our incredible players to our passionate fanbase and our dedicated front office staff, including our ownership, not only to scale their individual impact but also to give vital visibility to their platforms. This commitment manifests in tangible ways, from the strategic partners we select who share our values, to our work in the Atlanta community, our gameday tributes to women, and our retail and brand collaborations. Every touchpoint is an intentional opportunity to amplify women and girls in our city.
How do strategic partnerships, like your work with Coca-Cola, help extend the Dream’s impact beyond sports and into broader conversations about equity?
Strategic partnerships are pivotal in extending the Atlanta Dream’s impact beyond the court and into vital conversations about equity. These collaborations, like that with Coca-Cola, allow us to leverage a much larger collective platform to amplify messages of empowerment, inclusion and equity that resonate with a wider audience.
When iconic brands choose to invest in women’s sports, it’s a powerful declaration that women’s voices, talent and influence matter. It signals to the corporate world that this is a space worthy of significant investment and partnership. We work with partners who don’t just see a marketing opportunity, but who genuinely align with our values of elevating women and driving positive societal change.
When iconic brands choose to invest in women’s sports, it’s a powerful declaration that women’s voices, talent and influence matter.
What specific marketing strategies have you used to not only grow your fan base, but also inspire the next generation of women leaders and change makers?
A key pillar of our marketing strategy is the intentional focus on showcasing the authentic personalities of our players. We highlight not just their incredible talents as athletes, but also their unique journeys, their leadership qualities, and their interests as individuals. This drives increased visibility and fosters deeper connections, inspiring young girls and aspiring leaders who see themselves reflected in these powerful women.
What effect have you seen when young girls and professionals see women athletes and teams represented so visibly—and so powerfully—in the media?
For young girls, it’s about an aspirational possibility and creating tangible role models by showing them concrete examples of strength, skill, resilience and leadership. It expands their understanding of what’s possible for their own lives and careers, whether on the court or in any field they choose.
For professionals, it’s about validation, inspiration and continued empowerment. It reinforces the importance of diverse leadership and the immense value that women bring to every industry. This powerful representation sparks conversations, shifts perception and challenges outdated norms. We see this firsthand in the energy of our fanbase, the engagement in our community programs and the increasing recognition that the WNBA and the Dream are not just sports organizations, but catalysts for a more equitable and inspiring future.
Next, hear from Felicia Hale, Vice President of System Marketing Stewardship and Execution at The Coca-Cola Company, on why advancing women in sports is good for women everywhere.
Coca-Cola has partnered with NextUp to champion the advancement of women in our workplaces—why is supporting women’s sports such a powerful way to further that mission?
By promoting and investing in women’s sports, The Coca-Cola Company and NextUp are addressing equity on multiple levels by contributing to the celebration of women’s achievements and leadership. This empowerment through visibility aligns with workplace advancement initiatives by showcasing successful female role models, promoting confidence, and underscoring the value of diverse contributions.
Women’s sports provide a unique platform for advocacy and discussion about issues such as equal pay, fair resource allocation, and work-life balance, which are also critical in the corporate world.
Supporting these athletes highlights the importance of striving for equality and fairness, making it a compelling parallel to efforts in advancing women’s careers.
How does Coca-Cola choose the athletes and teams it partners with, and how do those partnerships help elevate the visibility of women on and off the field?
Coca-Cola carefully selects the athletes and teams it partners with by focusing on those who embody excellence, leadership, and a commitment to positive change, which align with our core values. These individuals are not only standout performers in their fields but also powerful role models with the potential to inspire and uplift.
These partnerships provide female athletes with a prominent platform to showcase their talents and achievements, challenge existing gender norms, and contribute to an environment where women’s accomplishments are recognized and celebrated both in sports and beyond.
In your view, what’s the connection between representation in sports and creating more opportunities for women in business and leadership?
They’re closely connected, as both empower women to break barriers and reach beyond. When women are visibly succeeding in sports, it sets a powerful precedent that capabilities and achievements are not limited by gender. This inspires confidence and encourages aspiration, highlighting women’s potential in any field, including business and leadership.
What message do you hope Coca-Cola’s partnerships send to other companies about the value of investing in women’s potential?
Investing in women yields tangible benefits, from fostering a more dynamic and equitable environment to inspiring the next generation of leaders and trailblazers. We hope to encourage others to recognize that supporting women’s potential leads to stronger communities.
Thank you for reading the PowerTalks with The Coca-Cola Company series! Be sure to stay tuned to the NextUp Content Hub for more profiles and follow us on LinkedIn, Instagram, and Facebook.