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Black women in sports continue to make significant contributions, breaking barriers and shaping the future of the industry. LaTonya Story is one of the many women leading the way. In college, Story’s mind was set on sports because of her love for the Dallas Cowboys, which began at age 8. While studying Communications at Old Dominion University and taking Public Relations courses, she set her sights on a career in sports and entertainment. In 2000, after hearing about the Allen Iverson Celebrity Summer Classic, she took a leap of faith, reached out about the opportunity, and became a volunteer.

Her love for sports led to the creation of the Sports Power Brunch, which she started in 2019 when the Super Bowl was held in Atlanta. Before that, she hosted events like Lady’s Pigskin Sundays, catering to women who shared her love of sports. The Sports Power Brunch was born from her desire to honor women she admired in the industry.

“The first people to believe in me were the NFL League office,” Story said. “Then Georgia Power here in Atlanta sponsored the event. We held it at Davio’s Italian Steakhouse at Phipps Plaza, and it just grew from there.”

Story invited notable women, including Lisa Salters, Melanie Few, and Charece Williams-Gee, all of whom accepted her invitation. Their participation underscored the significance of the event and its impact on women in the sports industry. Now in its sixth year, the brunch has received overwhelming support and positive feedback, particularly from honorees.

“Charece said after I honored her, she felt like the doors in her career opened,” Story said. “She went on to work at Under Armour and Coca-Cola and has done amazing things in the industry.”

This year’s Sports Power Brunch will take place in New Orleans during the Super Bowl and promises to be bigger than ever. Presented by ESPN Films, the event features major sponsors and brand activations from companies like Lululemon, Porsche, Fanatics, and Lids. Honorees include Swin Cash, Ali Krieger, Dawn Aponte, and others.

“I’m super excited about New Orleans this year. This is the most honorees we’ve ever had—five amazing women,” Story said. “We’re also hosting a great panel, and having ESPN Films as the presenting sponsor.”

The event is not just about celebrating women in sports. Partial proceeds support the Sterling Legacy Fund, which Story created in honor of her son, who passed away from cancer in 2019.

“The fund focuses on addressing health disparities, education, and youth recreation. For the second year, a basketball court in the Super Bowl host city will be renovated and named Sterling Courts,” Story said.

This year’s Sterling Legacy Community Day will take place on Feb. 7 at Lyon Recreation Center in New Orleans. Partners include Prime Video, PUMA, and Khalen Saunders of the Saints, who sponsored the court renovation. Microsoft is updating the computer lab, teen center, and audio lab, while Lululemon is hosting a salsa dance fit class.

Through her passion for sports, dedication to honoring women in the industry, and commitment to giving back, LaTonya Story continues to prove that she’s a trailblazer.

Photo Credit: Ricardo Aguilera/The BIG Agency