The Business of the Body: Athlete Labor in the Sports Economy

More Than a Contract: The WNBA CBA as a Public Health Intervention (Part 3)

In this episode, the third in the SportsCrit™ Lab Podcast's WNBA series, we explore how the WNBA collective bargaining agreement represents more than a labor negotiation—it functions as a public health intervention that improves the conditions of care for athletes. By examining coaching environments, athlete activism, and institutional policy, we discuss how athlete well-being is shaped by structural conditions within sport.Key ConceptsConditions of CareThe institutional, relational, and cultural environments that shape athlete health and development.Culturally Responsive Coaching Model (CRCM)A coaching framework emphasizing emotional intelligence, cultural competence, and inclusive leadership.BAAL Model-Black Athlete Activist Leadership Model A framework examining Black athlete activism and leadership within sport systems.Key Discussion Topics• Athlete labor rights• Travel and fatigue in professional sport• Mental health and athlete well-being• The role of policy in shaping athlete environments• Collective bargaining and structural health interventionsReferencesCôté, J., & Gilbert, W. (2009). An integrative definition of coaching effectiveness and expertise. International Journal of Sports Science & Coaching, 4(3), 307–323.Côté, J., Turnnidge, J., & Evans, B. (2014). The dynamic process of development through sport. Kinesiology Review, 3(1), 14–26.Gould, D., & Maynard, I. (2009). Psychological preparation for the Olympic Games. Journal of Sports Sciences, 27(13), 1393–1408.Bloom, S. L. (2013). Creating Sanctuary: Toward the Evolution of Sane Societies. Routledge.Carrington, B. (2010). Race, Sport and Politics: The Sporting Black Diaspora. Sage.Hartmann, D. (2016). Midnight basketball and the 1994 Crime Bill debates. Sociology of Sport Journal, 33(1), 1–13.Jowett, S. (2007). Interdependence analysis and the 3+1Cs in the coach–athlete relationship. International Journal of Coaching Science, 1(1), 15–26.

We Watched. They Got Paid: Spectatorship Is Power & the Historic WNBA CBA (Part 2)

In this 2nd episode of the SportsCrit™ Lab Podcast's WNBA series, Dr. Gyasmine George-Williams breaks down the newly approved WNBA Collective Bargaining Agreement through the SportsCrit™ tenet Spectatorship Is Power. The agreement marks one of the most significant labor victories in the history of women’s professional sports, delivering major improvements in salaries, benefits, travel conditions, and player protections.But the central question explored in this episode is not simply what changed in the agreement.The real question is:Why did this change happen now?Using the SportsCrit™ framework, this episode examines how fan engagement, media visibility, and the growing cultural relevance of women’s basketball reshaped the economic landscape of the league and strengthened player bargaining power.As viewership increased and arenas filled, the value of the league expanded—creating new leverage for athletes during negotiations.At the same time, this episode situates the moment within a broader historical context. For decades, WNBA players—many of whom are Black women—have built the league while navigating underinvestment, limited media coverage, and dramatically lower salaries compared to male athletes.The new CBA therefore represents more than a contract.It represents a shift in how labor, spectatorship, and economic value intersect in professional sports.Through the SportsCrit™ lens, this episode explores how audiences shape the economics of sport and why spectatorship is not passive consumption but a form of participation in the power structures of sport.Ultimately, the WNBA’s historic CBA illustrates how athlete activism, collective bargaining, and fan engagement can converge to reshape the future of women’s sports.Because when the crowd grows, the leverage grows.And when leverage grows, the contract changes.Topics Covered• The approval of the historic WNBA Collective Bargaining Agreement• Salary increases and improved economic structures in the league• The SportsCrit™ tenet Spectatorship Is Power• The relationship between fan engagement and athlete bargaining power• Historical underinvestment in women’s professional sports• Race, labor, and media visibility in women’s basketball• How the new agreement may shape the future of women’s sports economicsSportsCrit™ Concepts FeaturedSpectatorship Is PowerJustice Is Historical, Present, and FuturisticThe Game Looks Different Depending on Your PositionAthlete Labor and Collective BargainingKey TakeawayFans do more than watch sports.They help determine the economic value of the league.And when that value grows, athletes gain the leverage necessary to renegotiate the structure of power.

The Business of the Body: Athlete Labor in the Sports Economy

In this episode of The SportsCrit™ Lab Podcast, Dr. Gyasmine George-Williams unpacks SportsCrit™ Tenet: Progress Is Made When Power Is Paid. Using the current WNBA Collective Bargaining Agreement negotiations as a case study, the episode explores how athletes' labor powers the multibillion-dollar sports industry—and why the people who create the value often receive only a fraction of the profits.Starting with Jalen Rose’s powerful statement, “Players are the product,” the episode examines the economic structure of sport through the SportsCrit™ Economics of Sport framework and the concept of interest convergence. As the WNBA grows in popularity and visibility, players are pushing for a larger share of the revenue they help generate.This episode challenges the idea that sports are just entertainment and reveals the deeper systems of labor, media, and economic power shaping the games we watch.Key Concepts IntroducedSportsCrit™ Tenet 7: Progress Is Made When Power Is PaidSportsCrit™ Economics of Sport FrameworkSportsCrit™ Labor Visibility CurveInterest ConvergenceMedia Framing in SportAthlete Labor and Cultural ValueReferencesSportsCrit™ FrameworksGeorge-Williams, G. (2021).Love Is at the Root of the Resistance: Strategies of Activism, Advocacy, and Liberation.George-Williams, G. (2026).Teaching the Tough Plays: A SportsCrit™ Pedagogy for Equity in Sports Education. (forthcoming)George-Williams, G.SportsCrit™ FrameworkGeorge-Williams, G.SportsCrit™ Economics of SportAthlete Labor & Sports EconomicsCoakley, J. (2021).Sports in Society: Issues and Controversies.Fort, R., & Quirk, J. (1995).Cross-Subsidization, Incentives, and Outcomes in Professional Team Sports Leagues.Journal of Economic Literature.Kahn, L. (2000).The Sports Business as a Labor Market Laboratory.Journal of Economic Perspectives.Race, Power, and SportEdwards, H. (2017).The Revolt of the Black Athlete.Hawkins, B. (2013).The New Plantation: Black Athletes, College Sports, and Predominantly White NCAA Institutions.Rhoden, W. (2006).Forty Million Dollar Slaves.Media Framing and Sports CommunicationBillings, A. (2014).Communication and Sport.Boyle, R., & Haynes, R. (2009).Power Play: Sport, the Media and Popular Culture.Cooky, C., Messner, M., & Musto, M. (2015).It’s Dude Time: A Quarter Century of Excluding Women’s Sports in Televised News.SportsCrit™Disrupt the Narrative.Reframe the Analysis.Rewrite the Game.© Gyasmine George-Williams, Ph.D.

The Business of the Body: Athlete Labor in the Sports Economy

In this episode of The SportsCrit™ Lab Podcast, Dr. Gyasmine George-Williams unpacks SportsCrit™ Tenet: Progress Is Made When Power Is Paid. Using the current WNBA Collective Bargaining Agreement negotiations as a case study, the episode explores how athletes' labor powers the multibillion-dollar sports industry—and why the people who create the value often receive only a fraction of the profits. Drawing on the powerful statement, “Players are the product,” by former NBA player and now analyst Jalen Rose, the episode examines the economic structure of sport through the SportsCrit™ Economics of Sport framework and the concept of interest convergence. As the WNBA grows in popularity and visibility, players are pushing for a larger share of the revenue they help generate. This episode challenges the idea that sports are just entertainment and reveals the deeper systems of labor, media, and economic power shaping the games we watch.Key Concepts IntroducedSportsCrit™ Tenet 7: Progress Is Made When Power Is PaidSportsCrit™ Economics of Sport FrameworkSportsCrit™ Labor Visibility CurveInterest ConvergenceMedia Framing in SportAthlete Labor and Cultural Value ReferencesSportsCrit™ Frameworks George-Williams, G. (2021).Love Is at the Root of the Resistance: Strategies of Activism, Advocacy, and Liberation. George-Williams, G. (2026).Teaching the Tough Plays: A SportsCrit™ Pedagogy for Equity in Sports Education. (forthcoming) George-Williams, G.SportsCrit™ Framework George-Williams, G.SportsCrit™ Economics of SportAthlete Labor & Sports Economics Coakley, J. (2021).Sports in Society: Issues and Controversies. Fort, R., & Quirk, J. (1995).Cross-Subsidization, Incentives, and Outcomes in Professional Team Sports Leagues.Journal of Economic Literature. Kahn, L. (2000).The Sports Business as a Labor Market Laboratory.Journal of Economic Perspectives.Race, Power, and Sport Edwards, H. (2017).The Revolt of the Black Athlete. Hawkins, B. (2013).The New Plantation: Black Athletes, College Sports, and Predominantly White NCAA Institutions. Rhoden, W. (2006).Forty Million Dollar Slaves.Media Framing and Sports Communication Billings, A. (2014).Communication and Sport. Boyle, R., & Haynes, R. (2009).Power Play: Sport, the Media and Popular Culture. Cooky, C., Messner, M., & Musto, M. (2015). It’s Dude Time: A Quarter Century of Excluding Women’s Sports in Televised News. SportsCrit™ Disrupt. Reframe. Rewrite the Game. © Gyasmine George-Williams, Ph.D.

Archive the Joy! Super Bowl LX (SportsCrit Super Bowl Series: Episode 3)

This episode documents the intersectional milestones of Super Bowl LX that are often overshadowed by political debate or commercial spectacle. Rather than centering controversy, this episode archives measurable, named, and documented cultural shifts that occurred during Super Bowl week and game day.Featured Milestones Discussed1. Coco Jones — “Lift Every Voice and Sing” (Pregame)* Performed the Black national anthem during pregame ceremonies.* Outfit designed by Karl Kani as a visual homage to Whitney Houston’s iconic 1991 Super Bowl anthem performance.* Backed by an all-Black ensemble.* Performance included Black American Sign Language interpretation.2. Celimar Rivera Cosme — Puerto Rican Sign Language (Halftime)* Deaf Puerto Rican interpreter who performed in Puerto Rican Sign Language (LSPR) during Bad Bunny’s halftime show.* Marked a major moment of culturally specific Deaf representation on a global sports stage.3. Telemundo Spanish-Language Broadcast* Delivered the most-watched Spanish-language Super Bowl broadcast in U.S. history.* Averaged approximately 3.3 million viewers.* Halftime peak viewership approached 4.8 million.4. Bad Bunny Halftime Viewership* Approximately 134 million U.S. viewers (Nielsen estimate).* Ranked among the most-watched Super Bowl halftime performances in history.5. Women in Sports Broadcasting* Two women serving as sideline reporters during the Super Bowl broadcast.* Built on the historical legacy of Lesley Visser (first woman to cover a Super Bowl in 1991), Pam Oliver, and Maria Taylor.6. Women in NFL Ownership Leadership* Jody Allen serving as Chair of the Seattle Seahawks.* Representation in executive ownership power structures.7. Choreography as Cultural AuthorshipCharm La’Donna as creative director and choreographer for:* Bad Bunny (2026)* Kendrick Lamar (2025)The halftime stage as a major site of African and Latin diaspora movement storytelling.📚 ReferencesAllen, J. (2026). Seattle Seahawks leadership overview. Seattle Seahawks Official Website.KQED Arts. (2026, February). Celimar Rivera Cosme brings Puerto Rican Sign Language to the Super Bowl halftime stage.KQED.National Football League. (2026). Super Bowl LX official broadcast and halftime production credits. NFL Communications.Nielsen Media Research. (2026, February). Super Bowl LX national television ratings report. Nielsen.Parade Magazine. (2026, February). Bad Bunny’s Super Bowl halftime viewership numbers revealed. Parade.People Magazine. (2026, February). Coco Jones performs “Lift Every Voice and Sing” at Super Bowl LX. People.People Magazine. (2026, February). Coco Jones channels Whitney Houston’s 1991 Super Bowl look. People.Telemundo. (2026, February). Telemundo delivers the most-watched Spanish-language Super Bowl in U.S. history. NBCUniversal Media.TodoTVNews. (2026, February). Telemundo breaks Spanish-language Super Bowl audience records. TodoTVNews.Visser, L. (1991). Super Bowl XXV broadcast coverage. CBS Sports Archive.