Through panels, research spotlights and interactive conversations, the Nov. 14 event examined the momentum driving change across today’s sport landscape.
Students gained a clearer view of the sport industry last week as the School of Communications hosted its annual Women in Sports (WINS) Forum. The Nov. 14 event, shaped by the belief that industry professionals “bring authenticity, lived experience and context,” offered what Associate Professor of Sport Management Shaina Dabbs calls conversations that “demystify the sport landscape.”
Built around the theme “Sport. Strategy. Success. Shaping the Industry through Business, Brand and Community,” the forum brought together sport professionals, alumnae and students for discussions about the trends and challenges influencing the field today. The 2025 gathering continued the school’s tradition of connecting students with leaders who shape sport culture, business and community.
Interested in photos from the WINS Forum? Visit our Flickr gallery.
The program in Turner Theatre opened with “Monetizing Momentum: The New Era of Women’s Sports,” a panel examining how women’s sports are redefining the business of athletics and driving new growth in media, sponsorship and fan engagement. The conversation featured Leela Srinivasan (Parity), Sara Toussaint (NC Courage & TMJ), Jenè Baclawski (USA Football), and moderator Jenn Azara (Sports Business Journal).
Building on that discussion, WINS undergraduate students delivered a fast-paced research spotlight, titled “Clicks to Crowds: How Social Media Fuels the Rise of Women’s Sports.” Under Azara’s guidance, students have explored how social media helps build audiences and awareness for emerging women’s leagues and teams.
The day’s final panel, “Driving Impact: Activation, Storytelling, and Strategy in Sport Marketing,” shifted the focus to how organizations use partnerships, narrative and creative activation to reach fans and shape brand identity. Alma Angeles-Parvaz (NASCAR); Miranda Thorpe (ESPN); and Amanda Weaver (Winston-Salem Dash) joined moderator Kyle Lubrano of Ankored.
Earlier in the afternoon, participants gathered for “The Charlotte Effect: How Brands, Talent, and Community Drive the Sport Business Ecosystem,” a Lunch with Leaders session that explored the region’s expanding influence on sport business and set the tone for the conversations that followed.
“The sport industry is broad, dynamic, and continually evolving, yet many students struggle to see how their skills and interests align with the opportunities available,” Dabbs said. “Hearing real stories, insights and challenges from industry professionals helps them recognize that success is rarely linear and that the sport ecosystem thrives on a diversity of backgrounds and perspectives.”
WINS students played a central role in planning and hosting the event. Dabbs noted that they helped shape the forum’s vision, coordinated logistics, and welcomed guests, making the day feel organized, personal and student-driven. She also highlighted the partnership with the Sport Management Society, which supports communication and student engagement efforts.
For Dabbs, the event’s impact comes from the collective energy in the room – students asking thoughtful questions, alumni returning to support the next generation, and industry guests sharing candid experiences.
“What I enjoy most is the energy – the intersection of curiosity, confidence, and connection,” she said. “The forum is a space where students see their future reflected back at them.”