NCAA College Women’s Basketball at a Crossroads: Glory or Graveyard for the Alumnae
The Women’s National Basketball Association (WNBA) is off to a great start with more attention by fans — both avid and casual ones inspired by the very marketable draft class including Cameron Brink (Stanford), Caitlin Clark (Iowa), and Angel Reese (LSU). These superstars from prominent college programs have brought their own following to the bright lights of the professional game. Fortunately, these special players won’t have to endure the struggles that possibly many of their teammates and fellow ballers across the country will have to overcome. I’m referencing the ongoing challenge of women’s basketball college programs and alumnae relations.
It has been more than forty years since I played basketball at the University of Virginia.
― Isadora James
I was blessed to travel the country as a national director for the National Collegiate Athletic Association’s (NCAA) Volunteers for Youth program. This wonderful position afforded me the ability to visit college campuses to provide guidance and support for athletes and administrators as they engaged in activities for youth development. I also spent three years as a graduate assistant coach for the University of North Carolina (UNC) Tar Heels under the leadership of Coach Jennifer Alley. When I joined the faculty at UNC in 2007, I immediately began a partnership with Atlantic Coast Conference leaders to offer my students experiential education opportunities. In addition, I served as the radio color analyst for UNC women’s basketball games for seven years. I share this information to provide the backdrop and context for my commentary. I have seen and heard a lot from key relationships, experiences, and observations of a growing discontent of former women’s basketball players. They want to be involved and recognized by their alma mater’s program and are disappointed with the response, if any, by current coaches and staff. Does anyone care?
― Michael Jordan
Yes, there are women’s basketball programs that are doing the right thing by those who are responsible for the banners in the rafters and won the championships and rings. These women who served as the foundation for the growth of the sport and program are respected by dedicated athletic department employees who understand and treasure engagement with their alumnae. They don’t wait for alumni weekend or a particular game to reach out to former players. The communication is professional, consistent and meaningful. These coaches clearly recognize and tap into the benefit of having a trusted group of former players who promote the sport, their respective team, and find ways to come back to cheer on their little sisters. Due to this trusted relationship, alumni assist in the recruiting process by identifying hidden talent, engage with youth coaches, post on social media, comply with recruiting regulations, and proudly wear gear to increase the team’s brand presence at grassroots games and tournaments. So, why are there so many unhappy former players who have given up or checked out completely from the program that they built? I have a few ideas:
1. The commercialization and pressure to win has greatly distorted the foundation of formal physical activity on NCAA DI campuses. History and context matters.
- Fortune Cookie
Purposed to demonstrate the commitment to mind, body, and spirit, physical education and competitive sport teams were integrated into academic settings to complement a student’s holistic learning. Today, participation on varsity teams means such an overwhelming sacrifice such that academics and socialization with peers and professors are shortchanged. Corners are cut as there just isn’t enough time in the day to get everything done. Today, sports and the athletes and coaches have become their own silos on most campuses.
2. There are “too many cooks in the kitchen.” Most programs have 8–10 “suits” guiding the program. Look down the bench and take note of how many people are wearing game uniforms vs. sweatsuits and business casual clothing. Paid positions include head coach, associate coach, assistant coach (2–3), video coordinator, director of business operations, executive assistant, strength coach, athletic trainer, and head manager. (Yes, there are usually 4–6 unpaid managers and practice team students associated with the program too.) And then there are the athletic department administrators that are assigned to sports teams to provide assistance such as budget, travel, and scheduling, as needed. So, who is really in charge of ensuring alumnae needs are being met? Where is the accountability? How many coaches or staff members in the program have had any formal training or education in organizational behavior or communication? Emails are often poorly written, phone calls don’t get returned, and invitations to events are few. Well, who really wants to write an alumnae newsletter or follow up with former players anyway? No one.
3. Money Talks. In business, it is commonly known that everyone has a voice but not everyone has a vote. That is, voting privilege is more often determined by your monetary contribution. For all the right reasons, program staff should not be privy to the donations made by former players. Now, of course when the gift is significant and comes without a request for privacy, the head coach should be informed of the support. However, alumnae relationships should not be transactional. In fact, this reality is where we all must be mindful of the inequity that can exist when people are valued by their economic status instead of their service to the program.
With the unsettled matters of Name, Image, and Likeness (NIL) and attacks on Diversity, Equity, and Inclusion in higher education, the setting is ripe for more players to transfer and coaches to move on other programs where the salaries are higher and program visibility is better. To that end, it only makes sense for the alumnae to be engaged to help provide mentoring (including career and business decisions) and a connection to the past. As we all know, most women’s basketball players will not earn a living playing professionally. And hopefully, they will also one day become alumnae interested in attending a game or showing off their alma mater to their promising daughter or niece. As has been shared with me time and time again, former players deserve to sit closer to the court, have their calls and emails returned in a timely manner, and have access to game tickets without a major battle. Perhaps it is a time for a sit down to discuss what needs to change, so that everyone feels better about the situation.
Remember, the current coaches and staff are stewards of the program — they too, one day will be gone. It’s time that more of them act like it.
