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She Started a Small Gathering to Celebrate Women in Sports. Eight Years Later, The Sports Power Awards Are Sponsored by ESPN Films

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She Started a Small Gathering to Celebrate Women in Sports. Eight Years Later, The Sports Power Awards Are Sponsored by ESPN Films

After launching the Sports Power Brunch in 2019, sports publicist LaTonya Story has grown it into the Sports Power Awards, attracting major sponsors including the NFL, Prime Video, Visa and ESPN Films.

Ironically, the more connected we become online, the more valuable in-person experiences are. It’s classic scarcity theory, and sports publicist and entrepreneur LaTonya Story understands it as well as anyone. That insight helped inspire her to launch the Sports Power Brunch, an event celebrating the most influential women in sports.

Now, after seven years as The Sports Power Brunch: Celebrating the Most Powerful Women in Sports®, the event is entering a new era as The Sports Power Awards™. The rebrand will debut at the eighth annual celebration on Feb. 10, 2027, at The Beverly Hills Hotel during Super Bowl LXI Week in Los Angeles.

Story spoke with Entrepreneur about building the event from the ground up, the thinking behind the rebrand, and the keys to its enduring success.

The Sports Power Brunch wasn’t Story’s first foray into event planning. It grew out of something she was already doing in Atlanta: Ladies Pigskin Sundays, weekly gatherings for women who love football.

Through her connections in the sports industry, Story grew the events to include DJs, giveaways, and even NFL-provided swag bags. So when the Super Bowl came to Atlanta in 2019, she was already well positioned to host a bigger celebration.

“I wanted to do an event that honored and celebrated women in sports who I personally admired,” she says.


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