WBD Sports: A Proposal for Authentic DEI Integration
The Challenge
Warner Bros. Discovery (WBD) required a proposal to develop a dedicated, cross-platform program that would leverage its major sports properties (NBA on TNT, NHL on TNT, B/R) to authentically amplify underrepresented voices. The challenge was to marry cultural storytelling with entertainment IP to strengthen brand reputation and connect with diverse audiences.
Core/Behavioral Insights
Our analysis focused on Immigrant Heritage Month to address a key Identity Economics gap:
Identity Affirmation: Immigrants and allies seek content that reflects belonging. Sports, as a universal language of triumph and resilience, could become the bridge.
Authenticity Over Tokenism: Performative DEI fails. True connection comes from athlete-driven narratives—foreign-born players already make up 23% of the NBA, 29% of MLB, and 72% of NHL rosters.
Actionable Solution & Impact
We proposed “Sport¡mmigrants!”, a cross-platform program celebrating immigrant athletes and their stories—reaching the finalist round of the competition.
Anchored the initiative across WBD Sports and Bleacher Report, spotlighting the intersection of sports, culture, and immigrant identity.
Secured proposed partnerships with Nike (social justice, co-branded merch) and Wasserman (diverse athlete network).
Projected a 20% increase in diverse audience viewership during Immigrant Heritage Month, reinforcing WBD’s DEI leadership.
My Comment
This project validated my belief that powerful strategy begins with identity. We weren’t marketing a sport; we were affirming a community’s value. It showed that the strongest brands don’t just advertise inclusion—they create space for authentic human stories. You can’t purchase authenticity; you have to facilitate it.
