In our recurring 10 Questions series, the Neag School of Education catches up with students, alumni, faculty, and others throughout the year to offer a glimpse into their Neag School experience and their current career, research, or community activities.

Assistant professor Risa Isard is a trailblazer in the sport industry, dedicating her career to advancing equity in women’s sports. A researcher and consultant, she explores how stigma shapes the experiences of athletes, executives, and organizations. Her work sheds light on the economic, historical, and sociocultural forces that impact women’s sports, advocating for marginalized communities, including women, LGBTQ+ individuals, and people of color.

Isard’s expertise is widely recognized — her insights have been featured by the SXSW festival, MSNBC, the New York Times, ESPN, and more. As a thought leader, she has published in Sports Business Journal, Quartz, and espnW, influencing industry policies and sparking change. Beyond research, Isard is the founder of RISport, consulting for sport organizations on issues that matter to them most. Previously, she played a pivotal role at the Aspen Institute’s Sports & Society Program, where she launched national initiatives, hosted leaders such as Michelle Obama and Billie Jean King, and created tools to expand access to sports. She has also held sport industry roles with Duke women’s basketball, the Phoenix Mercury, soccer legend Brandi Chastain’s foundation, national nonprofit KABOOM!, and the Fresno Grizzlies minor league baseball team.

With a Ph.D. in Management from UMass Amherst and a specialized bachelor’s degree from Duke, Isard and her journey are a testament to the power of sports as a vehicle for social change.

Q: Can you share examples from your research on how stigma influences the experience of stakeholders in women’s sports?

A: Despite progress, stigma continues to impact professionals and fans in women’s sports. Employees in women’s sport face condescending remarks, such as being asked if they plan to work for a men’s team next year, suggesting that a role with the women’s team is not an achievement. Fans struggle to access games on TV or convince bars to air matches. These experiences stem from stigmas that affect investment, visibility, and respect, reinforcing the idea that women’s sports are less valuable. Yet, the passion of athletes, employees, and fans remains strong, fueling the fight for recognition and equality.

Q: What are some effective strategies for advancing equity in sports organizations?

A: My study on WNBA media coverage revealed that Black athletes, who comprised 80% of the league’s athletes and won 80% of postseason awards, received only half the media coverage of their white teammates. This research led to industry-wide discussions and tangible changes in organizations’ practices, resulting in more coverage for women athletes and Black athletes in women’s sports. By tracking disparities and committing to coverage that reflects the talent on the court, organizations can create systemic change. Intentional strategies like these help level the playing field for all athletes in women’s sports.

Q: How does intersectional diversity shape decision-making and culture within sports organizations?

A: That same study from above shows that Black WNBA athletes with a more masculine gender presentation receive the least 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 sport industry. Media visibility translates into financial opportunities — endorsement deals depend in part on coverage, making representation crucial for an athlete’s career. Addressing these disparities can help advance social change, like closing the wealth gap.

By tracking disparities and committing to coverage that reflects the talent on the court, organizations can create systemic change. — Risa Isard, assistant professor

Q: What enduring stigmas persist in women’s sports and how can the industry address them?

A: Women’s sports still battle misconceptions about their value and the athleticism they showcase, which impact player salaries, sponsorships, media coverage, and more. Changing this requires treating women’s sports with the same respect as men’s, which means investing in their growth and recognizing their commercial successes. Supporting women athletes isn’t just about fairness — it’s also a smart business move that drives profitability and advances the industry.

Q: How should marketing and management strategies differ when promoting women’s sports, as compared to men’s sports?

A: Women’s sports fans engage differently than men’s sports fans. For example, they tend to be more loyal and supportive of sponsors. They also are far more likely to consume their sports alone. This means marketing approaches should reflect fans’ unique behaviors rather than mimicking men’s sports strategies. Additionally, women’s teams face distinct challenges shaped by historical and societal factors, which can affect employees. Understanding these differences and responding to them are the keys to effective growth and investment in women’s sports.

Q: How do you balance academic research with actionable insights for the sports industry?

A: My research is shaped by real-world industry experiences and conversations, ensuring it addresses pressing issues. Once complete, I prioritize making my findings accessible — through op-eds in trade journals and via social media — so that decision-makers can apply research-driven insights. I am also proud to be a member of The Collective Think Tank, an initiative by global sport and entertainment agency Wasserman. This bridge between academia and industry helps sports professionals implement meaningful change.

Supporting women athletes isn’t just about fairness — it’s also a smart business move that drives profitability and advances the industry. — Risa Isard, assistant professor

Q: Why do you think your research is important to the sports industry?

A: My work aims to encourage the industry to grow in profitability through equity-driven business practices. Women’s sports have long been undervalued, but with research-backed strategies, we can create a future where fairness and commercial success go hand in hand. I hope my contributions help elevate women’s sports and build on the legacy of those fighting for progress.

Q: Why did you decide to join UConn’s Neag School of Education?

A: UConn has been a leader in supporting women’s sports, creating an environment where gender equity is normalized. This unique culture provides an ideal setting to study and influence the future of women’s sports while engaging with students who will shape the industry.

Q: How can UConn positively impact the future of women’s sports?

A: UConn’s early investment in women’s sports offers a model for other programs. By sharing successful strategies with the NCAA and beyond, UConn can help shape best practices for growing and sustaining women’s sports at all levels.

Q: What trends in women’s sports do you find most promising and how can stakeholders build upon them?

A: Women’s sports are expanding rapidly — leagues like the NWSL and WNBA are growing, while new leagues in hockey, volleyball, and softball emerge. Increased media coverage, investment, and purpose-built stadiums contribute to this momentum. With continued financial backing and visibility, women’s sports can reach new heights, solidifying their place in the broader sports industry.

To learn more about the Neag School of Education’s Sport Management program, visit sport.education.uconn.edu.