Sports
Branding, marketing a complicated issue for out athletes
Changing demographics among millennials bode well for endorsements, sponsorships
![](https://www.washingtonblade.com/content/files/2017/08/Johnny_Weir_460x470_by_kathclick_courtesy_Bigstock.jpg)
![LGBT sports branding, gay news, Washington Blade](https://www.washingtonblade.com/content/files/2017/08/Johnny_Weir_insert_by_kathclick_courtesy_Bigstock.jpg)
āBeing the absolute truest brand of myself has been the greatest career asset Iāve had,ā said figure skater Johnny Weir. (Photo by kathclick; courtesy Bigstock)
Just 16 years old, Johnny Weir was already one of the worldās top international figure skaters. The sport was a lucrative business and Weirās talent amassed attention from agencies worldwide.
āThe first agency that approached me said, āWe really want you, but you canāt be gay if we represent you,'” Weir says. “I hadnāt even come out to my mother.ā
Sports marketing is a $70-plus billion industry and one in which gay athletes are still finding their footing with balancing their personal brand and their sexuality. But it wasnāt long ago that being out wasnāt widely accepted by the sports community or its stakeholders.
āWhen we won the World Cup in 1999, the networks were very curious about where I was running to celebrate,ā says recent National Soccer Hall of Fame inductee Briana Scurry. āThe cameras followed me. But when they realized it was to my girlfriend, they cut away.ā
Presentation and representation of an athlete dictates the career. In most cases the majority of an athleteās lifetime earnings and social impacts come by way of sponsorships and marketing opportunities so branding is the most important game many athletes will ever play. But itās not simple. And for gay athletes, finding an identity that appeals to teammates, fans and sponsors alike is an even more complex facet of the business.
Though agencies and corporations werenāt always open to partnering with gay athletes, augmented acceptance has alleviated constraints on their opportunities within the industry. āDemographics have changed,ā says Hudson Taylor, founder of Athlete Ally. āYounger generations are very accepting. Sponsors and agencies have seen both internal backing and increased support from consumers.ā
Now, 18 years since Briana Scurry and Johnny Weir were penalized for their sexual orientation, itās one of the key aspects considered when developing an athleteās personal brand.
Dan Levy, a senior vice president with sports marketing firm Wasserman suggests, āPeople get excited when athletes come out, so players feel pressure to present their orientation publicly. Itās a piece of the puzzle; itās a variable you have to take into consideration when trying to create opportunities.ā
But thereās still no clear-cut approach to branding for the gay athlete. As restraints faded with mounting cultural approval, new challenges emerged. No longer fixated on the industryās consent, gay athletes must consider the degree to which they represent and champion their sexual orientation through their branding.
āAbby [Wambach] felt really strongly that true progress was not having to come out and talk about it publicly,ā says Levy.
Wambach, whose first public confirmation of her sexual orientation was her 2013 marriage, told the Associated Press, āI never felt like I was in a closet. Iāve never been asked a question about my relationship ā rightfully so, because it shouldnāt matter.ā
Laina Cohn, partner at Cohn Torgan Management and representative for Johnny Weir suggests that not every athlete is equipped to lead the charge. āJohnny wasnāt an activist, he was an athlete. His whole world was about getting on the ice and winning. He never stepped onto the ice because he was gay.ā
Some athletes view their branding as a responsibility. Joanna Lohman, one of the National Womenās Soccer Leagueās most outspoken advocates, embraces the position. āI am admired for being out and proud. I realize how special it is to be viewed that way ā itās why I take advocating so seriously. Itās important for me to use the platform and brand that I have as a professional athlete to elevate the community.ā
Similarly, Megan Rapinoe utilized her visibility and personal brand to represent the LGBT community after inking a healthy deal with Nike. āMegan was the first athlete I really dug in with on a coming out,ā Levy says. āShe felt really strongly after the World Cup that she wanted people to see that there are a lot of gay athletes out there.ā Rapinoe in 2014 served as guest editor of the Washington Bladeās Sports Issue.
But itās a different world for men, a view shared by many.
āThereās a lot of social pressure on the male side,ā Lohman submits. āItās not a very supportive environment. There are labels and stigmas associated with being a gay man in sports, so you just donāt see that represented very often. On the womenās side itās much more accepted, if not assumed.ā
Scurry says that hesitation on the part of male athletes stems from existing in a different culture. āFor female athletes now, it doesnāt seem to hinder them. But with male athletes, itās different. There are a lot of male athletes that have chosen not to come out until after their career was over.ā
Biases against gay males have been integrated into the actual structure of sports perpetuating stereotypes and suppressing awareness. āSport is a gendered space, an institution that teaches masculinity and femininity and it does so in a very binary way,ā Taylor says. āThat masculinity is often wrongly reinforced with homophobic language.ā
But representatives like Cohn are optimistic. āI hope things change. I hope that by having stories told, by sharing experiences through television and social media the culture will eventually be different.ā
Levy recognizes the shift in the acceptability of promoting gay athletes. āIt mirrors our culture and what has changed. The progress weāve made as a society is showing up in the world of sports. Maybe itās at a different pace, but progress has been made.ā
Briana Scurry sees a new landscape for the gay athleteās public persona.
āThereās a huge difference in athlete presentation now,ā she says. āOne of the most memorable moments of the 2015 World Cup was Abby running to her partner after the final match. Nobody looked away. Eighteen years since the camera swung away from me, it stayed right on them. Itās a clear differentiator between how gay athletes could present their brands and themselves then and now.ā
For Weir, presenting himself authentically was empowering.
āI couldāve signed with that first agency at 16 years old and completely whitewashed myself. But I would have been boring. I would have never had the career Iāve had. I stuck to my guns and we created this brand and my agency, they support me as a human being. …Ā Being the absolute truest brand of myself has been the greatest career asset Iāve had.ā
Sports
Every MLB team except this one celebrated Pride
Right-wingers react to ābacklashā against Rangers: āBullying is unacceptableā
![](https://www.washingtonblade.com/content/files/2024/06/MLB_Pride_logo_insert.jpg)
Once again, the Texas Rangers opted not to celebrate Pride last month with a dedicated day or night on its 2024 promotion schedule. And once again, the American League West team is the only Major League operation to do so.
This repeated omission by the reigning World Series champs has sparked what one conservative news site calls a āridiculous backlash.ā As the Washington Examinerās Kimberly Ross wrote this week:
āThere is no getting away from these ubiquitous celebrations. Instead of āto each his own,ā major league teams are nearly required to give in and perform in an effort to placate the loudest crowds. Itās not good enough to include everyone at all times. You must kowtow or else. This kind of bullying is unacceptable, and itās worth pushing back against whether youāre a regular citizen or the 2023 World Series champion Texas Rangers.ā
But the only evidence of the ābacklashā was a balanced report by Schuyler Dixon of the Associated Press that appeared on the website of KSAT-TV in San Antonio, detailing the frustrations of local LGBTQ advocates and fans. His report was posted by the AP under the headline: āWhy are the Texas Rangers the only MLB team without a Pride Night?ā The virulently anti-trans British tabloid, the Daily Mail rehashed that same AP piece but added that LGBTQ groups were āFURIOUSā without substantiating that claim with a single quote.Ā
At most, DeeJay Johannessen, chief executive of the HELP Center, an LGBTQ organization based in Tarrant County, where the Rangers play, told the AP he felt ākind of embarrassed.ā The Daily Mail headline writer was apparently ākind ofā clickbaiting.
āIt’s kind of an embarrassment to the city of Arlington that their team is the only one that doesnāt have a Pride night,ā Johannessen said. Local advocate Rafael McDonnell said, āIt pains me that this remains an issue [after] all these years.ā
How painful? McDonnell told the AP he considered not attending the championship parade with his boyfriend when the Rangers celebrated their first World Series championship last fall. Ultimately, he decided to go. So much for āFURIOUS.ā
McDonnell is the communications and advocacy manager for the Resource Center, which is an organization that grew out of the AIDS crisis in the 1980s. He added that his group has worked with the Rangers, at their invitation, to help them develop a policy of inclusion, starting about five years ago.
The team has sent employees to volunteer for programs supporting its efforts in advocating for marriage equality and transgender rights.
Although McDonnell said members of the Rangers staff keep in contact with him, he told the AP he canāt recall any conversations with the team since its five-game victory over the Arizona Diamondbacks in last yearās World Series.
āFor a long time, Iāve thought that it might be somebody very high up in the organization who is opposed to this for some reason that is not clearly articulated,ā McDonnell said. āTo say that the Rangers arenāt doing anything for the community, well, they have. But the hill that they are choosing to stake themselves out on is no Pride night.ā
The Rangers did celebrate Mexican heritage during a game last month, and also host nights throughout the season dedicated to other groups as well as the Boy Scouts, the Girl Scouts, first responders, teachers, and the military. The team also recognizes universities from around the Dallas-Fort Worth area and other parts of the Lone Star State. But not Pride.
Why? The Rangers issued a statement, very similar to one from 2023. It lists various organizations the team has sponsored and steps it has taken internally to ācreate a welcoming, inclusive, and supportive environment for fans and employees.ā
āOur longstanding commitment remains the same: To make everyone feel welcome and included in Rangers baseball ā in our ballpark, at every game, and in all we do ā for both our fans and our employees,ā the team said. āWe deliver on that promise across our many programs to have a positive impact across our entire community.ā
āI think it’s a private organization,ā said Rangers fan Will Davis. āAnd if they don’t want to have it, I don’t think they should be forced to have it.ā Davis is from Marble Falls, about 200 miles southwest of the stadium in Central Texas and attended a recent game with his son’s youth baseball team.
āI think if it were something where MLB said, āWeāre not participating in this,ā but the MLB does participate in it. And the Rangers have chosen not to,ā said Rangers fan Misty Lockhart, who lives near told the ballpark. Lockhart told the AP she attends almost three dozen games every season. āI think that’s where I take the bigger issue, is they have actively chosen not to participate in it.ā
While Lockhart says she doesn’t see Pride night as a political issue, she suggested there would be more pressure on the Rangers if their stadium was downtown, in the heart of Dallas County, where the majority of elected officials are Democrats. Tarrant County, home to Arlington, Fort Worth and Global Life Stadium, is generally more conservative, just like the governor, lieutenant governor, legislature, and fans like Will Davis.
āIn something like this, this is a way for people to go as a state,ā Davis told the AP. āWe don’t want the political stuff shoved down our throats one way or the other, left or right. We’re coming out here to have a good time with friends or family and let it be.ā
Unfortunately, some Rangers fans decided they could not ālet it beā the one time the team welcomed local LGBTQ groups to a game as part of a fundraising event, as it does for other groups. This was in September 2003, two years after the Chicago Cubs hosted what is considered the first-ever Pride game. At that time, Rangers fans raged about the invitation on a website, and showed up to protest outside the stadium before that game.
The Rangers never extended that invitation again.
Sports
Haters troll official Olympics Instagram for celebrating gay athlete and boyfriend
Campbell Harrison clapped back at online trolls
![](https://www.washingtonblade.com/content/files/2024/06/Campbell-Harrison-kisses-Justin-on-Instagram.png)
Olympian Campbell Harrison has already conquered an eating disorder, anxiety, depression, and disappointment for skipping the Tokyo Summer Games so he could support his older sister in her battle with cancer.
So, heās saying āno wuckaāsā (meaning, āno problemā in Aussie lingo) to the bigots, trolls, mongrels, and “drongos” (meaning, ādicksā and āfools,ā respectively) who plastered their disapproval in the comments of an Instagram post celebrating him as the first LGBTQ sport climber in Olympic history.
The post wasnāt even his; the official Olympics Instagram account shared pictures from his qualifying climb from November 2023, and tagged Harrison earlier this week.
āCelebration kiss for the ages ššā reads the caption. āAfter not making it to Tokyo 2020, Australian sport climber Campbell Harrison did not give up and four years later secured a quota spot for the Olympic Games #Paris2024. It was an emotional victory celebrated together with his partner, Justin.ā
Harrison, having seen the negative comments multiply, took them in stride with a snappy response that included a tag to his boyfriend, Justin Maire, whose account is private.
āAll these people mad cause we’re hotter than they are š,ā Harrison wrote.
Harrisonās mother, Yvette, shared her support: āI could not be more proud of you my beautiful son. You and Justin are such a beautiful couple and we love you both very much. š³ļøāššā¤ļøā
There were plenty of other supportive comments, and haters were called out, too: āI love all the people following the @Olympics page due to the Olympic spirit (among other values), who donāt see the irony of bashing an Olympic athlete because of who they love,ā wrote out travel writer and LGBTQ rights advocate Mikah Meyer.
The person managing the official Olympics Instagram account was asked to do a better job curating the comments, which were largely vitriolic and cruel. The account posted this plea: āLet’s keep our community positive ā¤ļø Please ensure your comments are respectful and avoid any language that could be offensive, or harmful to others. We reserve the right to remove comments that do not adhere to this guideline.ā
Gay Olympic champion diver Matthew Mitcham commented: ā15 years ago I kissed my partner on camera when I won in Beijing 2008. This one post by @olympics has received more hate than I did in my whole career.āĀ
Today is Harrisonās 28th birthday. He, his boyfriend and his mother recently spoke with Climbingās Holly Yu Tung Chen. She wrote:
āCampbell arrived in the world on June 28, 1997, screaming inconsolably. Unlike his three other siblings, who were all āpeaches and cream,ā said Yvette, baby Campbell was “squishy and cuddly, yes ā but he had a lot to say from the word go.”
āCampbell started climbing at age eight when Russell took the children to the Victorian Climbing Centre and noticed Campbellās immediate vigor. Itās the age-old climber tale: Campbell almost immediately lost interest in the other sports he dabbled in, including swimming, soccer, and track and field. All he wanted to do was climb.ā
Harrison told Climbing although he never actually ācame outā as gay, he never hid his sexuality, and simply made sure his parents and siblings knew who he was. For example, when he told the family heād be joining Climbing Cuties, an affinity group for queer climbers, they told him to have fun. On another occasion, Harrison let them know heād be taking part in a panel for queer climbers, and his parents asked if they could attend.
As for his boyfriend, Harrison told Climbing they met cute.
āIn the age where most people meet online, we had the classic story of catching each otherās eye from across the room,ā said Harrison. Maire told the reporter he recognized Campbell from social media, where the climber does not hide their relationship, and that often results in comments that his posts have āgotten too political.ā
āHow is that political?ā he asked, rhetorically, noting that most of the hateful comments he receives online come from Americans. āWhy should I change the way I feel just because of someone elseās perception of me?ā he said.
Last November, the only climber to top the menās finals route during the IFSC Oceania Qualifier in Melbourne was Harrison. Watching him ascend were his parents and boyfriend, as he clipped the final draw and collapsed inward, his hands covering his face as he was lowered down. He had punched his ticket to Paris with this win.
Once he was on the ground, Harrison made a beeline to Maire, where they hugged and kissed, as recorded on Instagram.
![](https://www.washingtonblade.com/content/files/2023/06/20230616_Pride_Night_OUT_at_the_Mystics_insert_23_c_Washington_Blade_by_Michael_Key.jpg)
The Washington Mystics will be having their upcoming Pride game on Saturday against the Dallas Wings.
The Mystics Pride game is one of the teamās theme nights they host every year, with Pride night being a recurring event. The team faced off against the Phoenix Mercury last June. Brittney Griner, who Russia released from a penal colony in December 2022 after a court convicted her of importing illegal drugs after customs officials at Moscowās Sheremetyevo Airport found vape canisters with cannabis oil in her luggage, attended the game.Ā
Unlike the NBA, where there are currently no openly LGBTQ players, there are multiple WNBA players who are out. Mystics players Emily Englster, Brittney Sykes, and Stefanie Dolson are all queer.
The Mystics on June 1 acknowledged Pride Month in a post to its X account.
āCelebrating Pride this month and every month,ā reads the message.
Celebrating #Pride this month and every month š³ļøāšš«¶ pic.twitter.com/yFhDoggAVZ
— Washington Mystics (@WashMystics) June 1, 2024
The game is on Saturday at 3 p.m. at the Entertainment and Sports Arena (1100 Oak Drive, S.E.). Fans can purchase special Pride tickets that come with exclusive Mystics Pride-themed jerseys.
-
Canada2 days ago
Toronto Pride parade cancelled after pro-Palestinian protesters disrupt it
-
Theater5 days ago
Stephen Mark Lukas makes sublime turn in āFunny Girlā
-
Baltimore4 days ago
Despite record crowds, Baltimore Prideās LGBTQ critics say organizers dropped the ball
-
Sports4 days ago
Haters troll official Olympics Instagram for celebrating gay athlete and boyfriend