There Are No Sports Fans Like Black Women. Why Aren’t Brands Acknowledging That?

This year’s WNBA All-Star Weekend saw record-breaking numbers with nearly 20,000 attendees. Jordan Wood’s iconic orange purse became a part of the New York Knicks’ historic NBA Championship win. And fashionistas brought style and team spirit effortlessly with their FIFA World Cup fits this summer.

Women are having one hell of a moment in sports. But beyond the influence and support they bring not just on the court and field, but on the sidelines, is turning with a monumental shift. Part of that is powered by fanbases made up of Black women, even in male-dominated sports.

When Tasia Johnson went to her first Formula 1 race, she didn’t see many people who looked like her in the stands. That didn’t stop her from falling in love with the sport and wanting to share that love with others, especially other Black women. 

“That was the push for me to start my page in general,” Johnson told EBONY. “I knew showing up as a Black woman, queer woman, loudly, very authentically me, that I would attract the same type of person. I didn’t need to come out and say Black and gay people follow me. Just because representation really is so important. And I think it’s me just showing up as myself and never ever shying away from hard conversations as well within the sport.”

Since 2023, Johnson has grown a community for F1 fans to connect through Instagram, TikTok and Discord. She began hosting in-person meetups that have grown to luxury all-women group trips to watch the races. Johnson said that organically attracting 70% Black women attendees to her most recent trip, hosted in Monaco, was rewarding. For several attendees, this was their first time attending a race. And with Monaco being the pinnacle of F1, these women “spared no expense,” according to Johnson.

“There are [other] women hosting female…

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Read Full Article by Taryn Finley at www.ebony.com
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