Sports
Branding, marketing a complicated issue for out athletes
Changing demographics among millennials bode well for endorsements, sponsorships

‘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.”
Egypt
Iran, Egypt object to playing in Seattle World Cup ‘Pride Match’
Game to take place on June 26
Iran and Egypt have objected to playing in a “Pride Match” that will take place in Seattle during the 2026 World Cup.
The Egyptian Football Association on Tuesday said it told FIFA Secretary General Mattias Grafström in a letter that “it categorically rejects holding any activities related to supporting (homosexuality) during the match between the Egyptian national team and Iran, scheduled to be held in Seattle, USA, on June 26, 2026, in the third round of the group stage of the 2026 World Cup.” Football Federation Islamic Republic of Iran President Mehdi Taj told ISNA, a semi-official Iranian news agency that both his country and Egypt “protested this issue.”
The 2026 World Cup will take place in the U.S., Canada, and Mexico. The draw took place at the Kennedy Center on Dec. 5.
Iran is among the handful of countries in which consensual same-sex sexual relations remain punishable by death.
The State Department’s 2023 human rights report notes that while Egyptian law “did not explicitly criminalize consensual same-sex sexual activity, authorities regularly arrested and prosecuted LGBTQI+ persons on charges including ‘debauchery,’ prostitution, and ‘violating family values.’” Egyptian authorities “also reportedly prosecuted LGBTQI+ individuals for ‘misuse of social media.’”
“This resulted in de facto criminalization of same-sex conduct and identity,” notes the report.
The 2024 human rights report the State Department released earlier this year did not include LGBTQ-specific references.
Soccer has ‘unique power to unite people across borders, cultures, and beliefs’
The June 26 match between Iran and Egypt coincides with Seattle Pride. The Washington Post reported the Seattle FIFA World Cup 2026 Local Organizing Committee decided to hold the “Pride Match” before last week’s draw.
“As the Local Organizing Committee, SeattleFWC26’s role is to prepare our city to host the matches and manage the city experience outside of Seattle Stadium,” said SeattleFWC26 Vice President of Communications Hana Tadesse in a statement the committee sent to the Washington Blade on Wednesday. “SeattleFWC26 is moving forward as planned with our community programming outside the stadium during Pride weekend and throughout the tournament, partnering with LGBTQ+ leaders, artists, and business owners to elevate existing Pride celebrations across Washington.”
“Football has a unique power to unite people across borders, cultures, and beliefs,” added Tadeese. “The Pacific Northwest is home to one of the nation’s largest Iranian-American communities, a thriving Egyptian diaspora, and rich communities representing all nations we’re hosting in Seattle. We’re committed to ensuring all residents and visitors experience the warmth, respect, and dignity that defines our region.”
The 2034 World Cup will take place in Saudi Arabia.
Consensual same-sex sexual relations remain punishable by death in the country. The 2022 World Cup took place in neighboring Qatar, despite concerns over the country’s anti-LGBTQ rights record.
Sports
Gay speedskater racing toward a more inclusive future in sports
Conor McDermott-Mostowy says anti-DEI push is driving away corporate sponsors
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.
Sports
Trans cyclist’s victory sparks outrage in conservative media
Katheryn Phillips is originally from DC
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.”
