On the back of a thorough review process, last month saw SportsPro unveil the NEW ERA class of 2023/24, which was expanded to include 14 women from across the global sports industry due to the quality and quantity of applications.
Now in its second year, SportsPro’s professional enhancement programme offers class members dedicated coaching time and introductions to the NEW ERA steering group, which comprises 15 women in senior roles at organisations such as the Premier League, Formula E and the Olympic Channel, as well as Wasserman, the National Basketball Association (NBA) and Manchester United.
In addition, the NEW ERA class can expect VIP invitations to SportsPro’s year-round international events, while they will also benefit from the opportunity to speak on stage and contribute across SportsPro’s editorial platforms.
With a busy 12 months ahead, SportsPro caught up with the successful applicants to hear a little bit more about their experiences of the sports business to date, what inspired them to enter the industry in the first place, and where they want to see change.
Sheryl Ng
Commercial Manager, Broadcast, Cricket Australia
A lifelong film fanatic and sports enthusiast, my foray into sports in 2015 after commencing my career in entertainment was hardly serendipitous.
My first stint was at Tennis Australia where I learnt the ropes of media rights negotiations related to live and non-live content before going on to manage broadcast relationships in Asia. One of my biggest achievements came in 2019 when I conceived and organised the inaugural Australian Open Sports Film Festival. In May 2022, I joined Cricket Australia as their commercial manager in the broadcast and production team.
My passion for storytelling and multicultural background has empowered me to think beyond boundaries with the mission to help bridge cultural and gender gaps in sport.
First sporting memory: When I became an accidental high jump champion in primary school which kickstarted a brief athletic stint in high school.
Biggest influence on your career to date: It’s always impossible to name just one. I would say my family and all my past leaders have played a focal role in getting me to where I am today.
One change I would make to the sports industry: For diversity and inclusion to be truly embedded in sport, and not just a tokenistic box-ticking exercise.
Jessica Hensley
Associate Director, Strategic Insights, United States Olympic & Paralympic Committee
My passion lies at the intersection of sports and data analysis. It allows me to blend my love for competition with the valuable insights data can provide. I am currently the associate director, strategic insights at the US Olympic & Paralympic Committee (USOPC), where I oversee the strategy and utilisation of data across the organisation and have been working to help lead the USOPC to becoming a data-informed organisation since joining in 2019.
I began my career with analytics internships with the Charlotte Hornets and ESPN. I also received my masters in statistics from Florida State University and my undergraduate degree in mathematics from Emory & Henry College.
First sporting memory: Growing up in Florida I was constantly surrounded by water and was thrown into the pool at a very young age. I remember my first swim race – it was a 25-yard kicking race and I won! I immediately got out and asked, “Can we do it again?”
Biggest influence on my career to date: My parents and my club swim coach, Adam, for believing in me and instilling the confidence in me to go after my dreams.
One change I would make to the sports industry: I want to see the sports industry be more equal and welcoming for all genders. I’d like to see change in regard to coverage of women’s sports, athletes’ pay and sponsorships, and equal opportunities for those working in the industry.
Mia Len
Manager, Global Partnership Sales, Milwaukee Bucks
Since beginning with the Milwaukee Bucks, I have held three roles within the company – sales associate, account sales executive, and my current role as manager of global partnership sales.
I am passionate about using the power of sport as a driver for positive change whilst empowering those around me to be the best versions of themselves. I’m the co-founder and co-chair of one of the Bucks’ newest employee resource groups, Rising Individuals in Sports and Entertainment (RISE), which strives to develop and educate Bucks employees who are either starting their career and/or beginning a new career path.
First sporting memory: Growing up in a household with two brothers whom I always played basketball with!
Biggest influence on my career to date: There are far too many to name. However, I am grateful for my family, mentors, and friends who have helped and supported me each step of the way. I am forever grateful to each person who I have crossed paths with as they have helped shape me into the person I am today.
One change I would make to the sports industry: Increased visibility into the opportunities that exist for people to work in sports. I am where I am today because people in the industry showed me the opportunities that I could pursue. Furthermore, increased resources for those starting out in their career in sports would be great.
Ellen Salter
Sustainability Director, thinkBeyond
I have worked across multi-disciplinary sectors in sustainability and began working at thinkBeyond in February 2023. Prior to my time at thinkBeyond, I have worked to drive sustainability performance improvement across the sports sector including working on Wolverhampton Wanderers FC’s environmental sustainability strategy and developing the carbon and climate strategy for the 2026 Fifa World Cup. I am passionate about creating a more socially inclusive future across the sports landscape.
First sporting memory: Being at Molineux when Wolves beat Leicester 4-3 in the 2003/04 Premier League season.
Biggest influence on my career to date: My sustainability director at Arup for giving me opportunities across the sustainability sector and reinforcing the belief to act with integrity across all project work.
One change I would make to the sports industry: To facilitate opportunities for a more diverse and inclusive sports sector where climate justice is placed at the heart of sport’s sustainable future.
Sian Jenkins
Director, Major Events & Campaigns, The Sports Consultancy
I started my career at Deloitte in their consulting practice. I worked across a range of industries and learnt a lot quickly but struggled to get excited about working on a cost reduction piece for a bank, or a transformation project for a rail network.
I was there when the company sponsored the London Olympic and Paralympic Games in 2012 and, as a result, I got the opportunity to work for the organising committee as part of the operational readiness team. It opened my eyes to working in the sports industry – I loved the fast pace, the people I worked with and the passion everyone had for a completely immovable ‘Go Live’ date.
After the Games were over, I knew I wanted to stay in sport – but the varied nature of consulting was important to me too. Luckily, I found The Sports Consultancy and moved over in 2013. Ten years later, I’m still here – heading up our major events and campaigns area of the business. We get to work with some of the biggest names in sport, helping them solve interesting and complex challenges.
First sporting memory: Going to see Wales v France in the Six Nations (then the Five Nations) with my family. Despite playing at Wembley, the atmosphere was electric, and the roar of the crowd stayed with me for a long time.
Biggest influence on my career to date: My Dad. As a rugby player himself he was passionate about sport, but his own successful career meant he was always on hand to offer advice and help me make small and big decisions. I think my career would have been very different without his influence.
One change I would make to the sports industry: For city governments to accurately understand the power of hosting major events. Many decisions on hosting come down to economic impact, but the industry needs a standardised approach to evidencing the social return on investment that major events deliver so that governments can understand the ability they have to transform lives and communities.
Sophie Scherschel
Senior Producer, Two Circles
My career in sport started through combining two passions. I was playing football in the Uefa Women’s Champions League and wanted to capture the team’s experience in a video, so I picked up a camera and from there my passion for video production began. I continued my footballing career and simultaneously studied a masters in sports broadcasting, leading to my first role, producing content for the Women’s Super League. Fast-forward to now, I work as a senior producer across all Two Circles’ clients, from the Premier League to Wimbledon.
First sporting memory: I vividly remember the 2002 World Cup quarter-final where England played Brazil and due to the timing of the match they let us all watch it in the school hall. It didn’t end happily for England but it prepared me well for life as an England fan.
Biggest influence on my career to date: I wouldn’t like to narrow it down to one person but there’s been several examples along the way of people who have really believed in me. I think one of the most powerful things is feeling like you have people in your corner who support you and I endeavour now to show my belief in others.
One change you would make to the sports industry: I would like there to be more of a purposeful focus on improving diversity within the sports industry, with specific action to open up spaces rather than what is too often just performative words.
Laura Parker
Senior Business Programme Manager, SailGP
It is my mission to remove barriers to entry in sport due to the positive impact that it has on our overall wellbeing. I have carved out a career to enable me to do this. I currently head up strategic planning and programme management at SailGP. Prior to this, I have experienced a varied career across the sector having worked in central government, a number of sports charities and startups, and spent a large portion of time at England Rugby.
All roles have had two key factors in common – a desire to use sport for good and to drive transformational change in the sector through robust strategy development and delivery.
Outside of work, I am a school governor at a local primary school and enjoy running marathons.
First sporting memory: Winning my first school sports day race aged six (it was about 10m up a small hill!). This gave me the fire in my belly to know that running was something I was going to love for a long time.
Biggest influence on my career to date: Vince Thorne, my old line manager at England Rugby. He is an inspiring leader and coach who has the unique ability to be a high performer and an astute decision-maker, lifting those up around him, all at once.
One change I would make to the sports industry: A collective effort to prioritise and provide greater investment in community sport and physical activity for young people. These are the most critical and formative years to drive long-term engagement, good habits and improve wellbeing.
Gemma Woor
Senior Client Director, MKTG Sports + Entertainment
Having a football mad brother meant my parents had to run the local village football team, which resulted in me watching from the sidelines every single Sunday, for over ten years… so I can say that sport has been part of my life from an early age.
But that gave me an interest in always being active, through basketball, athletics, ballet, gymnastics, and of course football. Fast forward to my final year at university and I maintained two passions: sport and talking (to people). With that in mind, I earned an internship and eventually a full-time role at London Irish Rugby Club in the sponsorship team, then dived headfirst into agency life.
From Mondelez to Manchester United, Formula One to FedEx, Usain Bolt to UEFA, TeamGB, the ATP, Wickes, Mastercard, Workday, Premier League, Bundesliga and EFL teams and players, I’ve helped brands navigate the sponsorship marketplace and maximise return from their partnerships.
I pinch myself when I remember how I detested watching Bar Hill Strikers play every weekend, and now sport is my career.
First sporting memory: My first sporting memory was my fourth birthday. My parents threw me a Lion King-themed tea party. However, it kept getting interrupted by my dad and brother cheering and shouting at the TV in the room next door. Further investigation revealed the reason they couldn’t attend my very important birthday celebration – England’s friendly against Hungary.
I will never forget this moment, because it taught me the importance of football. Lucky for them England won 3-0, and I saved them a piece of cake!
Biggest influence on my career to date: My family and husband are always my biggest cheerleaders, but in my first job Jim O’Toole, Chloe Bray, Giselle Mather, Trevor Byrne and Glenn Delaney taught me to believe in myself and built my confidence. Then at Octagon, Kassi Denman, Tassilo Von Hanau and Rachel Godsave inspired me and fuelled my passion to work in sports marketing and made me feel part of a team.
However, I wouldn’t be where I am today without the brilliant male allies and leaders I have worked with – to name a few, Charlie Wylie, Ed James, Colin O’Toole, Nick Rogers and Roscoe Bowman. I have been able to learn, grow and develop my career due to their ability to believe in me, challenge me and provide opportunities.
One change I would make to the sports industry: Enable young children to experience a variety of different sports at schools, beyond the typical mix of football, rugby and netball. Every child should be offered a range of sports at a young age so they can find the sport they love.
Maureen Rosita Ojong Ebob-Besong
Olympism365 Manager, International Olympic Committee (IOC)
In the last ten-plus years of my professional career, I have had roles and responsibilities across the oil and gas, education, entertainment and sports sectors. More recently, I have excelled as a global sport and development expert, certified sport for development international trainer, and international safeguarding in sports officer.
I continue to pursue part of my life’s purpose through my role as Olympism365 portfolio manager at the International Olympic Committee (IOC). Prior to joining the IOC’s team in Switzerland, I worked for four years as programme Director for the SEED Project in Senegal, where I also co-founded and led a sport consultancy.
When I am not pursuing my goals as a young leader in sport, I play basketball, I produce music (write and sing) and I write poetry.
First sporting memory: My first sporting memory was literally as an infant during the 1990 Fifa World Cup, being tossed into the air, when the Cameroonian national football team, comprising stars like Roger Milla, shocked the world and made history with their unexpected and inspiring performance. Although too young to understand what was happening, my childhood was marked with this story.
Biggest influence on my career to date: I have been blessed with and continue to be inspired by some amazing people. But the biggest influence in my life and career remains my father and mother. I grew up seeing them show courage, discipline, determination, and other important values. I am here today for a greater part because my parents showed me how love, empathy, discipline, and hard work are key in facing life’s challenges.
One change I would make to the sports industry: Change is a gradual process and charity begins at home. So, I hope to build on my international network expertise to continue playing my part in supporting the growth of the sports industry across Africa and leveraging it to support wider development priorities of nations across the continent and globally where relevant.
Libby Forbes
Senior Partnership Manager, Formula E
My journey into the sport industry begun with my competitive swimming career in Australia. My studies aligned with my Olympic aspirations, however it was only when my swimming journey came to an end that I realised the profound impact of sport on my life. Merging my passion with my commercial acumen, I have since dedicated my career to promoting the sense of community, diversity and positive influence that I believe sport provides.
I’ve had the privilege of working on many impactful partnerships within the international sports industry which has led me to my current role: senior partnership manager at Formula E.
I manage key commercial relationships with our teams and manufacturers and serve as the project lead on the Girls on Track initiative, which encourages girls aged 12 to 18 to explore careers in motorsport. Over the past three years, the programme has grown significantly, and I am proud to share that in 2024 we will be hosting events in 11 countries – an achievement that feels even more rewarding than my Olympic dream.
First sporting memory: Cheering Michael Schumacher in Formula One on the TV with my family. The distinct sound of the engines carrying through the wind from the Albert Park Grand Prix into my living room.
Biggest influence on my career to date: The Australian Olympic Swimming Team. I grew up admiring our female swimmers dominating the international swimming scene. Our Aussie superwomen were public icons on TV ads and hosting radio shows.
In Australia, the sport is one the few where male, female and para-athletes compete in the same pool and events – something that seemed so normal to me as a child. Years later, when I joined the commercial team, I had the privilege of working under a female CEO.
One change I would make to the sports industry: More representation of women and underrepresented groups in leadership roles.
Brittany Gropp
Partner Development Manager, North America, Adrenali.ne
I have over a decade of partnerships and business development experience across both the private and social sectors in the US and Spain. Originally from the Washington, DC Metro Area, I made Seville, Spain my home in 2016. Frustrated by the lack of opportunities for girls and women on the football pitch in Seville, I founded my award-winning nonprofit, FutboLISTAS, in 2019 with the goal to teach girls English and life skills through football and mentorship.
In August 2023, I began a new full-time role as partner development manager at Adrenali.ne, which aims to transform media buying in European football via geo-targeted advertising technology and its new revolutionary platform launching fall of 2023. I am passionate about leveraging partnerships to create positive social impact.
First sporting memory: Though my playing days started many years prior, my first spectator sporting memory was attending the US vs Germany quarter-final match of the 1999 Women’s World Cup in DC with my mom.
Biggest influence on my career to date: My Atlas Corps colleagues – both the fellows and staff – who convinced me I was capable of sparking change in my community, and countless female mentors who have lifted me up along the way.
One change I would make to the sports industry: More gender equity in sports – and this goes so much deeper than equal pay! We need more investment in the women’s game overall, from creating more girls’ grassroots programs to increased media coverage, better training and medical facilities, more opportunities for women in leadership positions, more accessible stadiums, etc.
Jiao Li
Senior Content Distribution Professional – Asia, National Basketball Association (NBA)
I have been working in the sports industry for over a decade with extensive experience across Europe and Asia. I’m currently serving at NBA Asia, Singapore based, and I’m responsible for content partnerships across the APAC region.
Prior to joining the NBA, I served as vice president of consultancy in SportBusiness Group, where I provided intelligence and go-to-market strategy to media platforms and brands with ambitions of expanding in Asia.
I was previously based in Lausanne, Switzerland and served as the director of media sales and production at Sportfive. I provided sales strategy and execution for premium sports rights holders, and headed the production team to deliver multiple world championship level events.
My career began with the 2022 Beijing Winter Olympic bidding committee, which included liaison between Beijing and Lausanne until the host city was awarded.
First sporting memory: Influenced by family members who are big sport fans, I was introduced to live sport and taken to a stadium when I was a kid. Though I didn’t understand the game, I was definitely infected by the excitement and passion. As I always say, sport is in my genes.
Biggest influence on my career to date: It’s definitely a mixture of factors. First and foremost, it is attributed to the unconditional support and trust from family.
One change I would make to the sports industry: I deeply believe “sport has the power to change the world”. “Sport” is more than just “the sport”. It is equality, inclusion, solidarity and development. Being a sports business professional, I hope everyone can be the ambassador to relay the message and to influence the rest.
Racquel Douglas
Head of Athlete Partnerships, Snap Inc
My expertise encompasses a diverse range of disciplines, including business strategy, creative direction, talent relations, content development, production, brand partnerships, sales, and social marketing. My unwavering dedication to innovation has propelled me to the forefront of the industry, where I consistently forge new pathways to immersive experiences.
My eye for talent has earned me a well-respected reputation as a trusted advisor and relationship builder. I have cultivated extensive networks of VIPs and influencers, including luminaries from the NBA, NFL, and the world of sports.
I remain at the forefront of innovation, embracing the possibilities of AI, the metaverse, AR, and VR to craft immersive experiences that engage and inspire. I’m a true culture catalyst, continuously pushing the boundaries of innovation and shaping the future of the digital arena.
First sporting memory: My club soccer team won a contest which meant the US Women’s World Cup team coached us for a week!
Biggest influence on my career to date: When reflecting on my career, it’s evident to me that the biggest influence has been my unwavering curiosity and unrelenting passion for innovation.
One change I would make to the sports industry: Equal pay for WOMEN in sports.
Sarah Gordon-Jones
Events Manager, Women in Football
I have a background in live sports broadcasting and joined Women in Football from IMG Media, where I was head of production. During the 12 years at IMG/Premier League Productions, I was instrumental in the growth of PLP from producing and broadcasting ten live matches and one magazine show to the current 24-hour channel with a daily live studio.
I have been in the television sports industry for over 20 years and previous employers include ISL, IAAF, HBS, Octagon CSI, Charter Broadcast and Fountain Studios, and I am also the proud winner of an Emmy Award.
I have three young sons, am CEO of my own gin label, Tivoli’s Gin, director of Albert & Frederick Creative Estate Agency, and am also studying psychodynamic therapy.
First sporting memory: Watching the Rochester Lancers versus New York Cosmos in 1977 Rochester in Upstate New York and Pele was playing.
Biggest influence on my career to date: Joanna Beresford, director of Production Avalon.
One change I would make to the sports industry: To ensure equality from the boardroom to the boot room. Everyone deserves to feel welcome and included to play and be involved in sport.
