Breaking Barriers: The Climb of Black Women in Sports
In the world of sports, Black women continue to work tirelessly to overcome barriers and carve out their place in the industry. Despite their efforts, they often face delays, missed opportunities, and systemic obstacles. For Black women, the path is far from straight forward. Deeply rooted societal and institutional barriers hinder their progress, contributing to their underrepresentation in high-profile roles, especially in sports. One such example of resilience amid adversity is WNBA star Jonquel Jones.
Change of Scenery
Jonquel Jones was born in Freeport, City of Grand Bahama. She learned the game of basketball at an early age from watching her father. “When you’re growing up on an island with three basketball courts, you have to be willing to do whatever”, Jones stated. At the tender age of 14, she moved to Upper Marlboro, Maryland, to live with Diane Richardson, now the head coach of Temple University's women’s basketball team. Richardson saw potential in Jonquel and played a key role in her development, helping elevate her to the heights she has reached today.
Many Black women from different countries come to the United States in search of a better life, but their journeys are fraught with significant challenges. Unfortunately, they are often met with barriers such as racism, greed, tokenism, politics, and language differences — obstacles that are rarely acknowledged. Additionally, there is a lack of community support for these women, especially those from countries with small or non-existent Black populations in the U.S. Without a familiar support system, they may face feelings of isolation, depression, and homesickness. This emotional toll can drive some to consider returning to their homeland. However, many Black women possess a unique resilience: they face the storm head-on, rather than running from it — a mindset that has been engraved in the mind of Jonquel Jones and many other Black women.
Missed Opportunities in the Spotlight
Jonquel Jones, a powerhouse in the WNBA, has consistently showcased her skills and tenacity on the court. Recently named WNBA Finals MVP for the New York Liberty, she has been instrumental in leading her teams to success. Yet, despite her accomplishments, she has not always received the recognition she deserves, especially when compared to her counterparts. Her career trajectory highlights a broader issue faced by many Black female athletes: they often perform at elite levels without receiving commensurate media coverage, endorsement opportunities, or compensation. WNBA stars like Sue Bird, Sabrina Ionescu, and rookie sensation Caitlin Clark all have major endorsements with top brands like Nike, CarMax, and Under Armour. In contrast, Jonquel Jones has had just one commercial for State Farm, where, at 6 '6", she hands an item to Atlanta Hawks player Trae Young (who stands 5' 7"), while 7'4" Boban Marjanovic hands her an item from the top shelf. That commercial aired almost three years ago, and since then, she has secured no other commercials or endorsement deals.
This lack of recognition highlights how the contributions of Black women in sports are often overlooked or delayed. While some male or non-Black female athletes quickly gain endorsements, media attention, and financial backing, Black women frequently have to fight for the same opportunities, despite their outstanding achievements. This disparity in visibility limits their ability to grow their personal brands, which in turn affects not only their financial success but also their career longevity. The lack of endorsement deals and media exposure further restricts their influence both within their sport and in broader cultural conversations, keeping them from reaching their full potential as role models and trailblazers. As a result, the cycle of underrepresentation continues, perpetuating stereotypes and hindering progress toward equity in sports.
Systemic Barriers and Lack of Investment
The barriers Black female athletes face are not accidental; they are deeply systemic. Athletes like Jonquel Jones contend with a lack of investment from sports leagues and media outlets. For example, the WNBA is still striving for the level of media coverage and financial backing that men’s sports leagues enjoy. However, within this broader context, Black women face an additional layer of struggle due to racial and gender biases that subtly, yet powerfully, shape how their contributions are valued and portrayed. These biases affect not only their professional opportunities but also the way they are perceived by the public—often as less "marketable" or less deserving of investment than their male or non-Black counterparts.
The media’s portrayal—or often, the lack of portrayal—of Black female athletes is particularly telling. Black women are frequently confined to narrow, stereotypical narratives, or, worse, overlooked entirely in favor of athletes who fit more “marketable” profiles. The emphasis on their physical appearance, their "attitude," or the perception of their "otherness" detracts from their athletic skill and accomplishments. This bias extends beyond the athletes themselves to include broadcasters, analysts, and executives, all of whom play a role in shaping the media landscape and limiting the visibility of Black women in sports entertainment roles. As a result, Black women have fewer opportunities to control their own narratives, and their ability to inspire the next generation of athletes—particularly Black girls—remains limited.
This lack of representation has a far-reaching impact. It creates a cycle where young Black girls grow up without visible role models who look like them in positions of power and success. It also reinforces the idea that Black women’s contributions are secondary, even when they are performing at elite levels. By not investing in Black female athletes or giving them the same media visibility and commercial opportunities, sports leagues and media outlets inadvertently perpetuate stereotypes and hinder progress toward equity in sports.
Moreover, the lack of investment in Black women athletes extends beyond endorsements and media coverage. It affects their overall career longevity, mental health, and financial security. While male athletes and their non-Black counterparts often secure multi-million dollar deals, Black women remain underpaid and undervalued—limiting their potential not just as athletes, but as entrepreneurs, public figures, and cultural icons. The systemic inequities faced by Black female athletes, like Jonquel Jones, thus become a microcosm of broader societal issues that undermine Black women’s agency and power in multiple spheres of life.
Financial Disparities and Limited Resources
The financial aspect cannot be ignored. The financial backing and endorsements that are readily available to some athletes are often out of reach for Black women. The WNBA’s lower salaries, combined with fewer high-paying endorsement deals, have driven some players to play overseas during the offseason just to supplement their income. For example, Jonquel Jones has spent portions of her career playing internationally to earn a living wage—a reality faced by many women in the WNBA, unless you’re on the level of Candace Parker, who, despite her success, also had multiple jobs to maintain while in the league.
This additional workload not only adds physical strain but also limits the time and energy that players like Jones can devote to career advancement opportunities, personal branding, or philanthropic efforts. It is a cycle that effectively keeps Black women out of the highest echelons of sports success and prevents them from fully realizing their potential, both on and off the court.
Delayed Recognition and Cultural Impact
Despite these obstacles, Black women continue to make strides and inspire change. Jonquel Jones’s impact goes beyond her skills on the basketball court; she is a model of resilience, tenacity, and dedication. However, the consistent delays in recognition and limited opportunities reflect the broader systemic challenges Black women face in gaining traction within the sports industry.
The challenge, therefore, is twofold: to recognize and reward the excellence that Black women bring to the industry and to dismantle the barriers that have historically impeded their progress. Addressing these disparities requires a concerted effort from leagues, media, and fans alike to actively invest in the visibility and success of Black women in sports.
As Jonquel Jones and many others push against these barriers, they are paving the way for a future where talent and achievement take precedence over systemic biases. While their path may be challenging, Black women in sports entertainment are not only setting records but also rewriting the narrative—turning missed opportunities and setbacks into stepping stones for future generations.
