LaTonya Story is blazing a new path for women in the sports arena.
With over 23 years of experience in sports and public relations, corporate communications, marketing, community relations, and event management and planning, she’s honed her finely tuned skills beyond publicity to craft one of sports most meaningful gatherings, The Power Sports Brunch. Named by The Atlantan Magazine as a top 10 event to attend, the event emphasizes the importance of continuing the recognition of women in sports and the empowerment of Black women in media.
Additionally, the event benefits the Sterling Legacy Fund in honor of her late son. The Sports Power Brunch honorees have included Vanessa Bryan; Sandra Douglass Morgan, president of the Las Vegas Raiders; Nicole Lynn, agent and president of football, KLUTCH Sports; and Nikki Fargas, president of the Las Vegas Aces.
Rolling out spoke to Story prior to her signature event to learn more about her ability to get so many notables in one room.
Women in sports still have a long way to go before we achieve equity in the space. How did this begin for you?
I’ve been a sports publicist for 23 years and recently retired in December. I’ve been representing talent from athletes to sports broadcasters… I represented Michael Vick and a myriad of other players for about six years. I got my start in Norfolk, Virginia, where I’m from, volunteering for the Allen Iverson celebrity summer classic, and that was my first foray into the ports industry. Then, I met Aaron Brooks, who was the quarterback of the New Orleans Saints at the time, at that event, and he became my first paid client.
The event honors your late son Sterling, who passed away from cancer just before one of your earlier events. How were you able to press on?
The grace of God and my friends and family has held me up. But, um, I knew Sheri Barros with the American Cancer Society. At that time, she was okay. She said this would be a great opportunity for you to partner with us, and after a vetting process, I was appointed to the Women and Sports Council for the American Cancers Society. I did that as a way to honor him, you know, and to give back.
What do you think? Is the real magic that women bring to the sports space?
Women bring compassion, resilience, and a sense of overcoming. We’re always going to make a way and make something happen. I just asked for help and tell people what I’m doing. If it resonates, it’s almost like The Alchemist [the book]; when you put things out there in the universe, the universe would turn around and bring those things to you to help you achieve.
