Considerable discussion about gender equity in college sports took place at this year’s Sports Business Journal Learfield Intercollegiate Athletics Forum.
An animated panel titled, "The Economics of Diversity, Equity and Inclusion," focused on the economic cost of ignoring DEI issues and the positive impact of embracing them.
Moderated by Dr. China Jude, vice president, DEI, Denver Broncos, previously a senior athletic administrator at Queens College and the University of Wyoming, panelists discussed the economics integrally connected to DEI work. Jude asked Sean Frazier, associate vice president and athletic director at Northern Illinois University, about revenue generation and target markets, specifically for underrepresented populations. 
Northern Illinois AD Sean Frazier said student-athletes using their voice and participating in activism is part of American society.TONY FLOREZ
“If you’re in athletics or any part of sport, if you’re not talking about diversity, equity and inclusion, more importantly those are the tenets of belonging, you’re behind the times,” said Frazier. “Students’ voices, activism, it’s a part of our culture and American society.
“If you take a look at the economic components of this, as we recruit, especially at NIU, we’re recruiting multi-ethnic racial classes coming in,” he continued. “This is a business decision. We look at the students coming in and they are diverse.
“They have a mindset that diversity is a part of their lives. If you do not have the supports and the accommodations and the things that are necessary for recruitment and retention, you’re going to be classed out. … If you can’t reach that audience, you’re not going to be in business.”
Pat Chun, athletic director at Washington State University, said he reaches out to minority-owned businesses to engage with the athletic department and its programs.
