The 30 most valuable professionals in the business of sports

Black Enterprise, July, 1995 by Tariq K. Muhammad, Matthew S. Scott

THERE IS A QUIET REVOLUTION HAPPENing in America. Through perseverance, African Americans are finally gaining entry into the front-office and ownership ranks of the sports industry.

These African Americans have an excellent opportunity to help chart the course of an industry that is enjoying strong growth and high popularity. There is money to be made, and African Americans finally have a significant say in how that will be done.

Because their influence on the fortunes of pro sports is undeniable, we proudly present "The BLACK ENTERPRISE MVPs," the most valuable African American professionals in the business of sports.

This compilation of 30 black sports executives, entrepreneurs, franchise owners and association administrators does not represent a flood by any means. But the emergence of African Americans in key positions in the industry merits mention--and may signal that the black faces in boardrooms will soon have as much or more influence on sports as the black faces on the field.

It is these African Americans, who use their minds more than their muscles, who should be the real role models in sports. Consider that they had to score highly on a combination of the following weighty criteria:

* Own a majority or significant equity stake in a sports-related business or franchise;

* Hold a position as an executive at a sports-related business or franchise with significant, decision-making power and budget responsibility;

* Wield significant bottom-line influence on the profitability of the business of sports via promotions, labor relations, contract negotiations, endorsements and/or advertising; and

* Hold a position as an executive with significant budget responsibilities and decision-making power in the league offices, professional associations, player unions or governing bodies of the major revenue-generating sports.

The precarious nature of the business makes it impossible for everyone with an executive title or team ownership stake to make this list. One bad season, marketing campaign or policy decision could land these men and women on the unemployment line.

The MVPs we've chosen have direct financial impact on the industry--and the potential to change industry policies and trends. We believe this gives them the staying power to survive where others might not. And their survival will fuel an evolution that is long overdue. African Americans will have successfully moved from being strictly sports industry laborers to becoming managers and equal partners in one of the richest industries in the world.

ALPHA V. ALEXANDER

YWCA of U.S.A.

* For years, Alpha Alexander has had her hand in a number of areas connected to sports. Her expertise in athletics has made her a virtual Jill of all trades: She is a member of the board of directors of the United States Olympic Committee; a co-chair of the USOC Subcommittee on Member Services; a member of the advisory board of the Women's Sports Foundation; a founder and vice president of the Black Women in Sports Foundation; and president of the Arthur Ashe Athletic Association.

In her current position as director of Health and Sports Advocacy, Alexander's decisions concerning the creation and implementation of the YWCA's national health, physical education and dance programs help prepare thousands of future athletes. She recently inked a deal with Nike to sponsor development programs for women's basketball and volleyball. An outspoken advocate for minorities and women, Alexander is in a league of her own.

BERNIE BICKERSTAFF

Denver Nuggets

* Few individuals have the power to determine an NBA team's course as Bernie Bickerstaff does. In fact, no single individual in the league has as much input in the direction of a team as he does. In most cases it would take three people to do the work that Bickerstaff does.

Bickerstaff has been general manager of the Denver Nuggets since 1990. But that's not all: In February, Bickerstaff signed a five-year contract that added the titles of president and head coach of the Nuggets to his job description. He's about as close to autonomous as any coach could ever hope to be in this demanding, we-want-a-title-yesterday world of pro sports.

Who better to lead a team than the person responsible for its assemblage of players? Bickerstaff's impact as coach was immediate: He propelled the Nuggets to the 1994-95 NBA play-offs after taking the helm late in the season, 15 1/2 games behind the division leader. Whatever the future holds for the Nuggets, it will be known as Bickerstaff's legacy.

JOHN BORDERS

Reebok International

* Just like sports franchises, sports conglomerates also recruit star performers. After scouting his management abilities as a vice president at Procter & Gamble and as vice president and general manager at Pepsico, Nike and then Reebok recruited John Borders to run major sales divisions for each company.

Reebok won him over, appointing him vice president and general manager of Reebok Northeast in 1993. Borders oversees the sales, marketing and distribution of Reebok products in the northeast region, and also contributes to plans for national marketing efforts. Additionally, he is responsible for regional new business development. Currently, Borders is working with top management to restructure the company. He is certainly a recruit that is paying major dividends.