In 2016, Shaina Wiel started a simple group chat with friends and colleagues in the New York sports industry. What began as a space for professionals of color in sports to share resources and opportunities blossomed into the Minorities in Sports Business Network, a thriving community of more than 1,000 members and a full-fledged company shaping the future of sports business.
Shaina, who has held roles at companies including ESPN and the NBA and has taught strategic sports marketing at esteemed institutions like Georgetown University, officially launched the network as a business in 2019. Since then, it’s hosted high-impact events like the Toast to Black Sports luncheon during Super Bowl weekend and built student chapters at both HBCUs and PWIs to pipeline underrepresented talent into the industry.
She shared with xoNecole more on the early days of launch, the turning point that made her realize she had a platform with real influence, and what keeps her going. With 17 years of experience across agencies, teams, and networks, Shaina is proof that grassroots efforts can turn into transformative change—especially when backed by passion, vision, and community.
xoNecole: How did the Minorities In Sports Business Network come to life?
Shaina Wiel: So, I just started the group chat and added a few of my friends who work in the industry as well. We were all kind of in New York at the same time working in the sports space… Very quickly over the next few years, the chat grew to over 800 individuals within the chat. Then, we had over 1000 individuals.
xoN: What was your ‘aha’ moment to expand?
SW: I noticed a bunch of employees from the Big Four leagues— NFL, NBA, NHL, MLB— within my group chat had all started posting roles. And when I asked, 'What is going on? Why are there so many posting jobs within the group chat?' I was told that HR had sent a note to their Black Employee Resource Group and had told them they had heard about this group chat.
That's when I realized, ‘Okay, this is more than, you know, my little friend group chat. Let's see if we can turn this into an actual business. And then in summer, 2019 I decided to do this full time.
Brittany Dacoff
xoN: What was the transition like growing the group chat into a full platform offering membership perks like access to job listings, networking opportunities and more?
SW: I was working at an agency, and the agency had lost their account. It was the account that I was working on. So they were like, you know, we can try to find another or we can separate. I decided to leave. And then, as we know, COVID happened, which actually was a blessing in disguise.
I was able to really focus on building the vision with this group chat and turning it into an actual company, seeing what works, seeing things from an events and a relationship standpoint, in terms of like, how we were interacting with different partners from different companies, and actually turning that into something substantial that could last.
xoN: Speaking of events, talk more about what inspired the Toast to Black Sports event you held earlier this year during the Super Bowl. Why is it important?
SW: This was the second year. There are so many dope people of color, specifically Black people, who work in this industry who are just doing the work behind the scenes. They’re not getting their flowers. I took it upon myself to say, I want to celebrate you. We’ve honored Kimberly Fields, Esq. of the NFL, Kevin Warren, CEO of the Chicago Bears, sports executive Jason Wright, sports and entertainment vet Carmen Green-Wilson, and NFL coach Jennifer King—all of whom have made major contributions to the industry.
xoN: What do you enjoy most about your role today?
SW: I think the work that I enjoy the most, honestly, is with our college students. We have 12 chapters across different colleges and universities. We help eliminate some of the barriers a lot of us had coming out of college. What I love seeing is that we have students who are now looking at roles they never even thought of.
xoN: What’s a bit of career advice for women breaking into the sports industry?
SW: I would say, build relationships. That’s really it: Build authentic relationships. Make sure it's a give and take and that you're supporting other people because once you're building those relationships, then it's a lot easier to either get into a space or to have those conversations when you want to do something.
And always be willing and ready to do the work.
Featured image by Hosea Johnson
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Despite being the frequent topic of conversation online, Kayla Nicole says she’s learning to take advantage of her growing social media platform without becoming consumed by it. “I refuse to let the internet consume me. It’s supposed to be a resource and tool for connection, so if it becomes anything beyond that I will log out,” she says.
On The Pre-Game, which launched earlier this year, she has positioned herself as listeners “homegirl.” “There’s definitely a delicate dance between being genuine and oversharing, and I’ve had to learn that the hard way. Now I share from a place of reflection, not reaction,” she says. “If it can help someone feel seen or less alone, I’ll talk about it within reason. But I’ve certainly learned to protect parts of my life that I cherish most. I share what serves connection but doesn’t cost me peace.
"I refuse to let the internet consume me. It’s supposed to be a resource and tool for connection, so if it becomes anything beyond that I will log out."
Credit: Malcolm Roberson
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Tap into the full It Girl 100 Class of 2025 and meet all the women changing game this year and beyond. See the full list here.
Featured image by Malcolm Roberson
