BSBA Alumni Spotlight - Najah Liggins

When we first set out to launch the Black Sport Business Academy it was to identify the best and brightest young talent from across the HBCU ecosystem, and bring them to a space where they could experience personal growth while also gaining access and exposure into the sport and entertainment industry. We've had the privilege to work with many of this industry's future leaders - Najah Liggans being one. Najah is a senior at Spelman College working towards her BA in English Language and Literature. Last summer, Najah had the opportunity to participate in LaChica Sports' Global Sport Business Immersion program where she had the opportunity to travel to London and participate in an NFL experience.

Read about Najah's experience in both the Academy and in London below!

1.?How was your experience going through the Black Sport Business Academy? What does it mean to you that there is a program that exists to invest in your development and ascension into this business?

My experience while participating in the Black Sport Business Academy is truly invaluable! Curtis and Vince did a remarkable job crafting an educational program exposing HBCU students to all aspects of the sports industry. They placed us in dialogues with professionals from entry-level to executive to share their insight and wisdom on how they maneuvered the sector. My knowledge and confidence have grown tremendously; I credit that to BSBA. Because of Vince, Curtis, and other speakers, I can walk into a room self-assured and know I belong. At the moment, the 6 am calls on Monday morning and elevator pitch practice seemed impractical, but as I reminisce on my experience, I have a deep appreciation for it. I am equipped with transferable skills and life lessons that I live out professionally and personally. The 2021 Sports Media Racial and Gender Report Card's results indicate the lack of diversity in the industry, with an overwhelming number of white males. BSBA is taking the initiative to close that gap and provide minority students like me with opportunities to immerse themselves in the sports business culture to create a more diverse industry. Programming such as the Academy is vital for HBCU students, and I could not be more grateful to be a part of the inaugural class. There is so much beauty in a community of people who want to see me succeed, and I will never take that for granted. Through BSBA, I have met incredible mentors, friends, and hopefully future colleagues.

2.?What were your key takeaways from your experience in the Academy that you feel contributed to your personal and professional growth?

My main takeaways from the Academy are learning to advocate for myself, being willing to learn, and the importance of adaptability and taking chances. In BSBA meetings, many of the guests spoke about getting comfortable being uncomfortable, and that is something that I am always trying to put into practice. When walking into my internship last summer with 23XI Racing, I didn't know what I was getting myself into, but I decided to immerse myself in an unknown environment to aid in my growth as a young professional. Although I was VERY anxious, that decision led to one of the best summers of my life. Motorsports was different from where my experience lay, but I was confident in myself and knew I had the transferable skills to succeed in my role.

3.?Last September you had the opportunity to participate in LaChica Sports' Global Sport Business Immersion program. How did you come across that opportunity? What did you do? And how was your experience overall?

I had just woken up from a nap one August afternoon, and I saw a text from Vince that said, "Hey- do you have a passport?" A million things were running through my head, wondering why he wanted to know if I had a passport; about 10 minutes later, we hopped on a phone call. He told me that LaChica Sports and Entertainment Group (LCSE) was looking for one more person to join them on an immersion trip to London and that he and BSBA wanted to sponsor me to go! There was a lot of work that went on behind the scenes to make it happen, and a month later, I was catching a flight from Atlanta to London with people I met on ZOOM one time about three days before the trip! While there, the five other selected students and I met with organizations that have a hand in creating social awareness through sports in the UK. Among those organizations, there was a common theme among everyone we met: to inspire change. Sports have a role to play in behavioral change and affecting society for the better for the next generation. The values of collaboration and character were present as strides are being made to address issues such as race, gender inclusivity, and sustainability. Obviously, teams want to be successful on the court and field, but while meeting with NFL UK and NFL Academy, they emphasized education, character, and life after sports. After meeting with various companies and individuals, we ended the week attending the Saints vs. Vikings game at Tottenham Hotspur Stadium. It was so rewarding to see everything we discussed in meetings come to life through the activations, partnerships, and presentations. My overall experience was great.. 10/10. I am so lucky to have people like Vince in my corner advocating for me in rooms I never stepped foot in and providing such opportunities! I constantly look back at pictures thinking, "wow, I can't believe this really happened." These are memories that I will cherish forever, and I'm beyond thankful that the wonderful team at LaChica Sports and Entertainment Group trusted me to be a member of the very selective cohort.

4.?What area of the sports and entertainment industry do you hope to be in long-term? Why?

When exploring possible career options in the industry, I initially thought that I wanted to pursue law or on-air journalism, but through different experiences and exposure, I've fallen in love with marketing and communications. I live by the saying, "find a job you enjoy doing, and you will never have to work a day in your life." A career like this will allow me to continue contributing and developing my creative, critical thinking, communication skills, and love for writing through sports business. I'm currently enjoying my journey and am open to exploring options, but my long-term goal is to one day be the president of a Major League Baseball team.

5.?How do you feel this experience got you closer to your area of interest??

BSBA has helped me get closer to my area of interest because I am constantly being placed in front of people currently in roles I would someday like to have with a team, league, or brand. Through the Academy and as a Month of Mentorship participant, I'm having conversations about specific ways to mirror parts of their paths as I navigate this industry. I've been exposed to different networking events and online resources that can aid my success.

6.?What fascinates you about this industry?

The sports industry stretches way beyond what happens on the field or court with players and coaches. It is a business that touches so many sectors and outside vendors through different partnerships, activations, and community initiatives. When watching a sporting event on television or in person, you don't see all of the moving parts, but I find it very fascinating how specific deals are negotiated, the amount of money invested, and just the overall process that it takes to a run a single game or event. Aside from the business aspect, it is also mesmerizing that a sporting event can bring people from all walks of life together. The late Nelson Mandela once said, "Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. It speaks to youth in a language they understand. Sport can create hope where there was only despair." This quote is what makes sports so beautiful and is one of the reasons I stay engaged with the industry. Witnessing that unity firsthand through marketing promotions and activations that I've worked on helps me keep going.

7.?What do you want to learn more about in the sport and entertainment business?

Learning never stops, so I'm always looking for ways to be a more well-rounded professional! As I continue my journey in the industry, I'd like to learn more about the steps front offices make that enable efficient, effective, and fiscally responsible daily operations of the organization to help it better serve its fans and the communities it serves.

8.?What do you hope is next for you??

During a call with Ashley Hamilton, she told me that I am an extension of the people that help me and that it is essential to pass the help along. And while it is my main goal to secure a full-time job after graduating in May, I also desire to be a resource for students like me. BSBA has poured so much into me; doing the same for those right after me is only fitting. Growing up, I had no idea that opportunities like these existed, and I would like to help close some gaps by providing resources, support, exposure, and community.