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Branding, marketing a complicated issue for out athletes

Changing demographics among millennials bode well for endorsements, sponsorships

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LGBT sports branding, gay news, Washington Blade

‘Being the absolute truest brand of myself has been the greatest career asset I’ve had,’ said figure skater Johnny Weir. (Photo by kathclick; courtesy Bigstock)

Just 16 years old, Johnny Weir was already one of the world’s top international figure skaters. The sport was a lucrative business and Weir’s talent amassed attention from agencies worldwide.

“The first agency that approached me said, ‘We really want you, but you can’t be gay if we represent you,'” Weir says. “I hadn’t even come out to my mother.”

Sports marketing is a $70-plus billion industry and one in which gay athletes are still finding their footing with balancing their personal brand and their sexuality. But it wasn’t long ago that being out wasn’t widely accepted by the sports community or its stakeholders.

“When we won the World Cup in 1999, the networks were very curious about where I was running to celebrate,” says recent National Soccer Hall of Fame inductee Briana Scurry. “The cameras followed me. But when they realized it was to my girlfriend, they cut away.”

Presentation and representation of an athlete dictates the career. In most cases the majority of an athlete’s lifetime earnings and social impacts come by way of sponsorships and marketing opportunities so branding is the most important game many athletes will ever play. But it’s not simple. And for gay athletes, finding an identity that appeals to teammates, fans and sponsors alike is an even more complex facet of the business.

Though agencies and corporations weren’t always open to partnering with gay athletes, augmented acceptance has alleviated constraints on their opportunities within the industry. “Demographics have changed,” says Hudson Taylor, founder of Athlete Ally. “Younger generations are very accepting. Sponsors and agencies have seen both internal backing and increased support from consumers.”

Now, 18 years since Briana Scurry and Johnny Weir were penalized for their sexual orientation, it’s one of the key aspects considered when developing an athlete’s personal brand.

Dan Levy, a senior vice president with sports marketing firm Wasserman suggests, “People get excited when athletes come out, so players feel pressure to present their orientation publicly. It’s a piece of the puzzle; it’s a variable you have to take into consideration when trying to create opportunities.”

But there’s still no clear-cut approach to branding for the gay athlete. As restraints faded with mounting cultural approval, new challenges emerged. No longer fixated on the industry’s consent, gay athletes must consider the degree to which they represent and champion their sexual orientation through their branding.

“Abby [Wambach] felt really strongly that true progress was not having to come out and talk about it publicly,” says Levy.

Wambach, whose first public confirmation of her sexual orientation was her 2013 marriage, told the Associated Press, “I never felt like I was in a closet. I’ve never been asked a question about my relationship — rightfully so, because it shouldn’t matter.”

Laina Cohn, partner at Cohn Torgan Management and representative for Johnny Weir suggests that not every athlete is equipped to lead the charge. “Johnny wasn’t an activist, he was an athlete. His whole world was about getting on the ice and winning. He never stepped onto the ice because he was gay.”

Some athletes view their branding as a responsibility. Joanna Lohman, one of the National Women’s Soccer League’s most outspoken advocates, embraces the position. “I am admired for being out and proud. I realize how special it is to be viewed that way — it’s why I take advocating so seriously. It’s important for me to use the platform and brand that I have as a professional athlete to elevate the community.”

Similarly, Megan Rapinoe utilized her visibility and personal brand to represent the LGBT community after inking a healthy deal with Nike. “Megan was the first athlete I really dug in with on a coming out,” Levy says. “She felt really strongly after the World Cup that she wanted people to see that there are a lot of gay athletes out there.” Rapinoe in 2014 served as guest editor of the Washington Blade’s Sports Issue.

But it’s a different world for men, a view shared by many.

“There’s a lot of social pressure on the male side,” Lohman submits. “It’s not a very supportive environment. There are labels and stigmas associated with being a gay man in sports, so you just don’t see that represented very often. On the women’s side it’s much more accepted, if not assumed.”

Scurry says that hesitation on the part of male athletes stems from existing in a different culture. “For female athletes now, it doesn’t seem to hinder them. But with male athletes, it’s different. There are a lot of male athletes that have chosen not to come out until after their career was over.”

Biases against gay males have been integrated into the actual structure of sports perpetuating stereotypes and suppressing awareness. “Sport is a gendered space, an institution that teaches masculinity and femininity and it does so in a very binary way,” Taylor says. “That masculinity is often wrongly reinforced with homophobic language.”

But representatives like Cohn are optimistic. “I hope things change. I hope that by having stories told, by sharing experiences through television and social media the culture will eventually be different.”

Levy recognizes the shift in the acceptability of promoting gay athletes. “It mirrors our culture and what has changed. The progress we’ve made as a society is showing up in the world of sports. Maybe it’s at a different pace, but progress has been made.”

Briana Scurry sees a new landscape for the gay athlete’s public persona.

“There’s a huge difference in athlete presentation now,” she says. “One of the most memorable moments of the 2015 World Cup was Abby running to her partner after the final match. Nobody looked away. Eighteen years since the camera swung away from me, it stayed right on them. It’s a clear differentiator between how gay athletes could present their brands and themselves then and now.”

For Weir, presenting himself authentically was empowering.

“I could’ve signed with that first agency at 16 years old and completely whitewashed myself. But I would have been boring. I would have never had the career I’ve had. I stuck to my guns and we created this brand and my agency, they support me as a human being. … Being the absolute truest brand of myself has been the greatest career asset I’ve had.”

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Sports

Gay speedskater racing toward a more inclusive future in sports

Conor McDermott-Mostowy says anti-DEI push is driving away corporate sponsors

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Conor McDermott-Mostowy

LOS ANGELES — As the countdown begins to the February Winter Olympic Games in Milan, Pride House LA is shining a spotlight on queer athletes who are breaking boundaries both on and off the field. Among them is Team USA speedskater Conor McDermott-Mostowy – a fierce competitor and proud member of the queer community. With blistering speed on the ice and a steadfast commitment to equity in sports, Conor is doing so much more than winning medals – he’s redefining what it means to represent one’s country while representing one’s community.

McDermott-Mostowy is one step closer to the 2026 Winter Olympics after winning the recent silver and bronze medals at the U.S. Championships in speedskating. He appeared at a Nov. 1 event presented by Out Athlete Fund/Pride House LA in the organization’s efforts to raise funds to support Conor and other out athletes as they pursue their Olympic dreams in Milan 2026 and beyond.The Blade spoke to the star athlete to talk about resilience, representation, and the legacy he hopes to leave one day.

Blade: Huge congrats, Conor! Winning a World Cup gold is no small feat. Do you feel like this win proved something to the world – or more importantly, to yourself?

McDermott-Mostowy: Winning gold with my team last year was definitely a major goal achieved. That said, the event we won isn’t yet an Olympic event. The races that have had the most profound impact on me actually happened two years ago.

The first was the team pursuit in Obihiro, Japan. I’d always been more of an alternate for that event, since it’s typically raced by skaters who compete in both the 1500m and 5000m. But I’d been itching for the opportunity to race it at the World Cup level. I finally got that chance when a teammate had to pull out at the last minute due to a back issue. We led the race through six of eight laps, ultimately finishing third. While it was a little disappointing to fall out of the lead, I was proud to prove that I could contribute meaningfully and help the team medal.

The second race was later that year in Salt Lake City, my home ice. After competing in Japan, I came down with a lung infection that affected my performance at the next few World Cups. Fortunately, I had time to recover before the North American World Cups and World Championships. At the Salt Lake City World Cup, I was balancing competition with completing my undergraduate degree. I didn’t know what to expect, but I ended up finishing fifth in the 1000m—my highest individual finish ever—and posted a time of 1:06.91. That’s a very significant time in speedskating; only three other Americans have gone under 1:07 in that event, all of whom became world champions. That result felt like a turning point, showing me that an Olympic or World Championship medal wasn’t just a dream—it was within reach.

Blade: This PrideHouse LA event is a huge moment. What does that support from the queer community mean to you?

McDermott-Mostowy: It’s incredibly meaningful. Being queer in Olympic sport can be very isolating, both inside and outside the sport. I barely have time to socialize outside of skating, and relocating to Salt Lake City doesn’t exactly help when it comes to queer community. So having that kind of solidarity and support from the wider LGBTQ+ community really means a lot.

Blade: Do you remember the moment you realized skating could take you all the way to the Olympics?

McDermott-Mostowy: There hasn’t been one single moment. It’s been a series of them. Over the years, I’ve had many races that shattered the limits I thought I had and inspired me to reach higher. That Salt Lake City race was one of them. It made me realize I shouldn’t just aim for the Olympics. I should aim for medals.

Another key moment came in 2018 at my last Junior World Cup, when my teammate and I finished 2nd and 3rd in the mass start. That event is similar to short track but held on a long track. It was my first full year focusing on long track after previously dabbling in it, and we had no expectation of medaling. But after we did, I realized I might actually have a future in this discipline—and that I could be competitive on the world stage. It was a pivotal realization, especially as I was trying to decide whether to continue skating or pursue a traditional college experience.

Blade: What initially drew you to speedskating? How did you get into the sport—and what’s kept you motivated?

McDermott-Mostowy: I grew up on skates. I started at age two and became a strong skater early on. But I never had any interest in hockey or figure skating. One winter, I was skating with my family on the C&O Canal in Washington, D.C., when a guy skated past us on these wild-looking speed skates. I was immediately intrigued. My parents found a local club, which happened to be run by three-time Olympian Nathaniel Mills, and I was hooked.

What’s kept me going is simple: I love it. This isn’t a sport you get rich in. I’ve only earned more than $20,000 a year twice in my career, and you can’t use it to pay for college either. The motivation has to come from within—the pursuit of excellence, the dream of going to the Olympics, and pure love for the sport.

Blade: What’s been your toughest race to date, and what did it teach you?

McDermott-Mostowy: That would be the team pursuit in Japan. I wasn’t expecting to race it and had already competed in a full weekend of events before getting the call. Team pursuit is arguably the toughest event in speedskating. Stepping up without being mentally or physically prepared was a challenge, but I did it. It showed me I could push through, even under extreme circumstances.

Blade: You’ve made headlines not just for your speed, but for your openness. What was it like coming out publicly in the world of elite sport?

McDermott-Mostowy: By the time I was publicly identified as gay, I had already been out to anyone who asked. So “coming out” doesn’t feel like the right term. It wasn’t a big declaration. I had the benefit of growing up seeing openly gay athletes and being part of a supportive community. I never felt the need to hide who I was.

Eventually, as I started achieving more on the ice, people began noticing me and the content I posted, and they put two and two together. When I was asked to speak publicly about being an openly gay athlete in speedskating, I didn’t hesitate.

Blade: What have been the biggest challenges in your career – physically, mentally, or otherwise?

McDermott-Mostowy: Honestly, my entire career has been about overcoming challenges. The two biggest obstacles have been illness and finances.

I’ve dealt with asthma, a norovirus that derailed my chances in 2022, and a fatigue condition last season that affected my performance. These setbacks take a toll. Not just physically, but mentally. When you invest everything into your sport, being forced to pause or scale back is a huge emotional hurdle.

Financially, speedskating is a tough path. Even as a consistent top-20 skater in the world, I’ve only broken $20k twice in a year, and we’re paid for just nine months, even though we train year-round. I’ve leaned on friends and family for support many times just to make ends meet.

Blade: Have you ever been told – explicitly or implicitly – that being openly gay could hurt your chances with sponsors or coaches?

McDermott-Mostowy: Never with coaches. In our sport, selections are based on the clock, not someone’s opinion. My coaches have always been great.

But when it comes to sponsorships, especially over the past year, I’ve noticed a shift. As anti-DEI sentiment grows, brands are backing away from anything that could be seen as “controversial.” Being openly gay seems to fall into that category now. Since most of our income comes from sponsorships, that retreat is deeply felt.

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Trans cyclist’s victory sparks outrage in conservative media

Katheryn Phillips is originally from DC

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Katheryn Phillips (Photo courtesy of zwiftinsider.com)

On the heels of UPenn erasing the record of the first openly transgender NCAA Division I All-American swimmer and the U.S. Supreme Court’s decision to tackle bans on trans student-athletes, right wing media is now all hot and bothered about the latest trans woman who won a cycling championship — even though she competed according to the rules.

On Tuesday, 58-year-old Katheryn Phillips finished first in USA Cycling’s Lyons Masters National Championship race for women aged 55-59, with a time of 1:42:10, according to the official results posted by the organization. The record shows her gender as “F” for female.  

One second behind Phillips was Julie Peterson, with a time of 1:42:11 — as were three other cyclists: Mary Beth Grier, Andrea Cherniak-Tyson, and Carolyn Maddox. 

Peterson, 57, was so outraged, she told Fox News she refused to stand on the podium in second place next to Phillips. Her story was swiftly shared by the New York Post (also owned by Fox’s parent company News Corp.), the Daily Mail, Breitbart, and other conservative media. 

Both Peterson and another competitor are accusing USA Cycling of “hiding” that a transgender woman had registered to race. 

“It was hidden from us. Katheryn Phillips, KJ’s name, was not on that list. And I checked it up all the way to the point of closure when we couldn’t register online anymore,” Debbie Milne told Fox.

“If I had known, I wouldn’t have spent thousands of dollars in travel and time off work to come and do a race,” Peterson said. Fox welcomed Milne, 56, who finished seventh on Tuesday, to Fox & Friends Thursday morning. 

(Video courtesy of Fox News)

Peterson told Fox she did complain to USA Cycling officials prior to the race. Both Milne and Peterson referred to Phillips as a male, and with “he/him” pronouns. 

“To be fair to all humans, if we want to say ‘him’ or ‘her,’ he was born a biological male, that is a fact,” Milne said. “And that is the thing that makes it an unfair advantage. Whatever has happened after that is a whole different topic.”

“I said, ‘I don’t want to race against a man,’ and they quickly scolded me and said ‘Oh, you can’t call him a man,’ and I’m like ‘Well, he is a man,’ so I was quickly scolded and corrected that it is a woman and I don’t even know what to say.”

USA Cycling did not respond to the Washington Blade’s emails requesting comment. 

Phillips, who goes by Kate and by “KJ,” is a former rugby player with the D.C. Furies, who stated in the comments of a 2024 article published by Zwift Insider that she was the first out trans athlete in the U.S. to compete under the 2004 International Olympic Committee’s guidelines on trans participation. 

“When USA Rugby told me about the IOC decision in 2004, I raised my hand to be included. I experience nothing but joy when I play, ride, and race,” Phillips said. 

As the Blade has reported, the International Olympic Committee drastically revised those rules in 2021, and in March, Republican lawmakers in D.C. demanded the IOC ban trans female athletes from women’s sporting events altogether. 

The Blade also reached out to Phillips for comment but as of press time we have not received a response. She told Zwift Insider in March 2024 she does not let those who disapprove or spread hate impact her performance or her attitude. 

“I am unaffected by dissent. I love, I share joy, I am me, and I have been my authentic self for decades,” she said. It’s been reported Phillips came out in 1999, and told Zwift Insider she considers herself a lifelong cyclist. 

“I’ve been on a bike for as long as I can remember,” said Phillips. “As kids, my friends and I rode all over town, we were feral kids; no cell phones, no trackers … we just roamed, and nobody got in trouble or hurt bad enough not to ride home … Scrapes/bruises/cuts were not an issue for us. In my teens, I worked for myself as a court/legal messenger, doing all of the work via my bike until I got a car. Raced BMX as a kiddo (when I mowed lawns to cover the race entry fees), I did MTB stuff (non-racing) and Sprint/Olympic Triathlons in my 30’s, and now I’m racing on Zwift, Road/Gravel, and CX in my 50s.”

In the comments section, Phillips made clear she’s not competing to win. 

“I don’t do sports for victory, I do it because like many other women, I am an athlete to my core,” she said. “Unlike some, I am not there to WIN, I am there to do my best with the competitors and teammates I have around me trying to do the same…we are in it for the experience. I rejoice in their wins, and a lot of joy is reflected back to me when I have a good day.”

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Anaya Bangar challenges ban on trans women in female cricket teams

Former Indian cricketer Sanjay Bangar’s daughter has received support

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Anaya Bangar (Photo courtesy of Anaya Bangar's Instagram page)

Anaya Bangar, the daughter of former Indian cricketer Sanjay Bangar, has partnered with the Manchester Metropolitan University Institute of Sport in the U.K. to assess her physiological profile following her gender-affirming surgery and undergoing hormone replacement therapy. 

From January to March 2025, the 23-year-old underwent an eight-week research project that measured her glucose levels, oxygen uptake, muscle mass, strength, and endurance after extensive training. 

The results, shared via Instagram, revealed her metrics align with those of cisgender female athletes, positioning her as eligible for women’s cricket under current scientific standards. Bangar’s findings challenge the International Cricket Council’s 2023 ban on transgender athletes in women’s cricket, prompting her to call for a science-based dialogue with the Board of Control for Cricket in India and the ICC to reform policies for trans inclusion.

“I am talking with scientific evidence in my hand,” Bangar said in an interview posted to her Instagram page. “So, I hope, this makes an impact and I will be hoping to BCCI and ICC talking with me and discussing this further.” 

On Nov. 21, 2023, the ICC enacted a controversial policy barring trans women from international women’s cricket. Finalized after a board meeting in Ahmedabad, India, the regulation prohibits any trans player who has experienced male puberty from competing, irrespective of gender-affirming surgery or hormone therapy. Developed through a 9-month consultation led by the ICC’s Medical Advisory Committee, the rule aims to safeguard the “integrity, safety, and fairness” of women’s cricket but has drawn criticism for excluding athletes like Canada’s Danielle McGahey, the first trans woman to play internationally. The policy, which allows domestic boards to set their own rules, is slated for review by November 2025.

Bangar shared a document on social media verifying her participation in a physiological study at the Manchester Metropolitan University Institute of Sport, conducted from Jan. 20 to March 3, 2025, focused on cricket performance. The report confirmed that her vital metrics — including hemoglobin, blood glucose, peak power, and mean power — aligned with those of cisgender female athletes. Initially, her fasting blood glucose measured 6.1 mmol/L, slightly above the typical non-diabetic range of 4.0–5.9 mmol/L, but subsequent tests showed it normalized, reinforcing the study’s findings that her physical profile meets female athletic standards.

“I am submitting this to the BCCI and ICC, with full transparency and hope,” said Bangar. “My only intention is to start a conversation based on facts not fear. To build space, not divide it.”

In a letter to the BCCI and the ICC, Bangar emphasized her test results from the Manchester Metropolitan University study. She explained that the research aimed to assess how hormone therapy had influenced her strength, stamina, hemoglobin, glucose levels, and overall performance, benchmarked directly against cisgender female athletic standards.

Bangar’s letter to the BCCI and the ICC clarified the Manchester study was not intended as a political statement but as a catalyst for a science-driven dialogue on fairness and inclusion in cricket. She emphasized the importance of prioritizing empirical data over assumptions to shape equitable policies for trans athletes in the sport.

Bangar urged the BCCI, the world’s most influential cricket authority, to initiate a formal dialogue on trans women’s inclusion in women’s cricket, rooted in medical science, performance metrics, and ethical fairness. She called for the exploration of eligibility pathways based on sport-specific criteria, such as hemoglobin thresholds, testosterone suppression timelines, and standardized performance testing. Additionally, she advocated for collaboration with experts, athletes, and legal advisors to develop policies that balance inclusivity with competitive integrity.

“I am releasing my report and story publicly not for sympathy, but for truth. Because inclusion does not mean ignoring fairness, it means measuring it, transparently and responsibly,” said Bangar in a letter to the BCCI. “I would deeply appreciate the opportunity to meet with you or a representative of the BCCI or ICC to present my findings, discuss possible policy pathways, and work towards a future where every athlete is evaluated based on real data, not outdated perceptions.”

Before her transition, Bangar competed for Islam Gymkhana in Mumbai and Hinckley Cricket Club in the U.K., showcasing her talent in domestic cricket circuits. Her father, Sanjay Bangar, was a dependable all-rounder for the Indian national cricket team from 2001 to 2004, playing 12 test matches and 15 One Day Internationals. He later served as a batting coach for the Indian team from 2014 to 2019, contributing to its strategic development.

Cricket in India is a cultural phenomenon, commanding a fanbase of more than 1 billion, with more than 80 percent of global cricket viewership originating from the country. 

The International Cricket Council, the sport’s governing body, oversees 12 full member nations and more than 90 associate members, with the U.S. recently gaining associate member status in 2019 and co-hosting the 2024 ICC Men’s T20 World Cup. The BCCI generated approximately $2.25 billion in revenue in the 2023–24 financial year, primarily from the Indian Premier League, bilateral series, and ICC revenue sharing. The ICC earns over $3 billion from media rights in India alone for the 2024–27 cycle, contributing nearly 90 percent of its global media rights revenue, with the BCCI receiving 38.5 percent of the ICC’s annual earnings, approximately $231 million per year.

Women’s cricket in India enjoys a growing fanbase, with over 300 million viewers for the Women’s Premier League in 2024, making it a significant driver of the sport’s global popularity. The International Cricket Council oversees women’s cricket in 12 full member nations and over 90 associate members, with the U.S. fielding a women’s team since gaining associate status in 2019 and competing in ICC events like the 2024 Women’s T20 World Cup qualifiers. The BCCI invests heavily in women’s cricket, allocating approximately $60 million annually to the WPL and domestic programs in 2024–25, while contributing to the ICC’s $20 million budget for women’s cricket development globally. India’s media market for women’s cricket, including WPL broadcasting rights, generated $120 million in 2024, accounting for over 50 percent of the ICC’s women’s cricket media revenue.

“As a woman, I feel when someone says that they are women, then they are, be trans or cis. A trans woman is definitely the same as a cis woman emotionally and in vitals, and specially, when someone is on hormone replacement therapy. Stopping Anaya Bangar from playing is discrimination and violation of her rights. It is really sad and painful that every trans woman need to fight and prove their identity everywhere,” said Indrani Chakraborty, an LGBTQ rights activist and a mother of a trans woman. “If ICC and BCCI is stopping her from playing for being transgender, then I will say this to be their lack of awareness and of course the social mindsets which deny acceptance.”

Chakraborty told the Blade that Bangar is an asset, no matter what. She said that the women’s cricket team will only benefit by participation, but the discriminating policies are the hindrance. 

“Actually the transgender community face such discrimination in every sphere. In spite of being potent, they face rejection. This is highly inhuman. These attitudes is regressive and will never let to prosper. Are we really in 2025?,” said Chakraborty. “We, our mindset and the society are the issues. We, as a whole, need to get aware and have to come together for getting justice for Anaya. If today, we remain silent, the entire community will be oppressed. Proper knowledge of gender issues need to be understood.”

The BCCI and the International Cricket Council have not responded to the Blade’s repeated requests for comment.

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