23 Daily — According to entrepreneur.com, sports publicist and entrepreneur LaTonya Story launched the Sports Power Brunch in 2019, an event celebrating the most influential women in sports. After seven years of growth, this initially small gathering has evolved into the Sports Power Awards, attracting major sponsors including the NFL, Prime Video, Visa, and ESPN Films, highlighting women's significant achievements in the sports industry.
From Small Gatherings to a Major Celebration of Women in Sports
Originally, LaTonya Story hosted weekly Ladies Pigskin Sundays in Atlanta for women passionate about football. This event expanded to include DJs and NFL swag bags. When the 2019 Super Bowl came to Atlanta, Story leveraged her sports industry connections to launch the inaugural Sports Power Brunch. She noted her motivation was to honor women she admired in sports, guided by the belief that "if you don't ask, you don't get," proactively inviting respected women to attend and building a brand from the ground up.
Event Rebranding and Business Model
The event will rebrand as the Sports Power Awards during its eighth annual celebration on February 10, 2027, at The Beverly Hills Hotel in Los Angeles, coinciding with Super Bowl LXI Week. Story explained that this year’s format removes panel discussions immediately after the awards ceremony to preserve networking momentum, moving discussions to the following day to emphasize guest interaction.
Approximately 90% of the event's revenue comes from sponsors, with the remaining 10% from ticket sales. The long-term support from sponsors like the NFL since 2019, Prime Video for four to five years, and Delta Air Lines marks strong relationship management. Story actively pursues new sponsors; this year Visa joined, partly through connections with a former Moët Hennessy executive turned Visa executive who recalled Story’s prior events.
Honorees Selection and Brand Impact
Story highlights that about 95% of honorees are behind-the-scenes senior executives in sports, many not widely known to the public but essential industry contributors. Examples include Clutch Sports Group COO Farah Leah and Detroit Pistons President Melanie Harris. Well-known figures like WNBA legend Nneka Ogwumike receive special recognition such as the Trailblazer Award.
Selection strategy also includes recognizing individuals from the Super Bowl host city and NFL office to emphasize partnership roles. This curated awards approach attracts guests and reinforces Story's standing as an industry connector and tastemaker.
Editor's take: Building Long-term Value and Entrepreneurial Opportunities in Women's Sports Branding
LaTonya Story's development of the Sports Power Brunch into a major awards event involving prominent companies and influential women demonstrates effective grassroots brand building. The event's success rests on strong community ties, thoughtful engagement design, and creating value that encourages sponsor loyalty.
For entrepreneurs, this case shows that even in competitive event sectors, identifying niche markets (such as women in sports) and cultivating networks with a unique perspective can create high-value brands and sustainable revenue streams. Validation of this model can come from tracking sponsor retention and yearly attendance, or by testing similar themed community events for market and partnership responses.