Sports crisis strategist and founder of EAG Sports Management, Denise White, is known as the Olivia Pope of the sports world. She’s shared her inspiring story with NBC Sports “On Her Turf, has been named a “Game Changer” by Sports Business Journal, was inducted into the Boys & Girls Club Hall of Fame, and serves as a CNN sports contributor, all while continuing to be the go-to crisis manager for professional athletes.
Perseverance and tenacity are just a couple of attributes that have been crucial to White’s success. Decades of fighting her way through the “boys’ club” of an undeniably male-dominated profession, White became a pioneer for women in sports. Today, such limitations are far less prevalent in the sports industry, and much of this can be attributed to her relentless work ethic and determination.
Even Hollywood has been inspired by Denise, as her life will be chronicled in “The Fixer,” an AppleTV television series now due for production in 2021. Jennifer Aniston will produce and star as Denise.
Home Business Magazine (HBM): You’re known for shattering the glass ceiling in the professional sports industry. How do you feel about Kamala Harris being the first female Vice President-elect?
Denise White (DW): “I’m not only excited that she’s the first female Vice President-elect, I’m excited she’s the first female of color. I mean she’s killed two birds with one stone. So I’m ecstatic. It just shows that we’re making strides when it comes to equality in this country. We still have a long way to go but we’re making strides when we can look at the White House and see that there’s a woman as the Vice President.”
HBM: You originally worked with actors (like Samuel L. Jackson) before working with NFL players. How did you find the transition from entertainment to the sports world?
DW: “The transition wasn’t as different as one might think. They’re both entertainers. One is sports entertainment and the other is acting entertainment. So they’re pretty similar, except that with the athletes there’s just a sense of action that I love so much. When it comes to sports (the winning and losing) and the evolution — watching an athlete grow into a great athlete. Working in sports entertainment, you have to have a love of sports to do it, and I do have a love of sports, especially the NFL. You know, I’m just super blessed to be able to do what I do with the clients I represent.”
HBM: If you had to distill your mission down to one sentence, what would it be?
DW: “I would love to change the lens of those that don’t see how important inclusion is.”
HBM: What’s the biggest takeaway you want your employees to learn from working with you?
DW: “I want them to know that as women they can do and be anything they want to be. I want them to not feel like they have any limitations. I know I might not be their first job, their second job or their last job, but I want them to leave me knowing that their gender will not stop them from doing what it is that they are good at and what they feel will fulfill their lives. I want them to feel empowered.”
HBM: What’s the best piece of advice you ever received (from a mentor)?
DW: “Oh gosh, that would be Tom Condon (legendary sports agent). “Never give up.” You know, I think there’s the ability to give in and give up when things get rough. It’s really easy to do especially in this industry because you’re dealing with a whole bunch of men. So Tom taught me that you have to stick to what you believe in.”
HBM: As a CEO, how do you balance running your business (the business side of things) and the attention your clients need from you?
DW: “You know that’s a fine line because of what I do. We’re not a 9-to-5 company. We’re a 7-day, 24-hour company so it can be difficult to separate the two. But I’ll tell you, you just have to find that right balance and what works for you. What works for me may not work for one of my employees or may not even work for one of my athletes. You just have to find the right balance with the personalities that you’re working with and then the right balance for yourself.”
HBM: Do you ever turn down potential clients? What sets off your radar (when it’s not a match)?
DW: “Quite a few things set off my radar, but specifically in crisis management, I don’t deal with anything that has to do with children or animals because I have a love for both. So representing somebody that has been accused of harming either, that’s absolutely a no for me and my company. Representing athletes in general, the biggest thing that sets off my radar is someone that won’t listen to me. Because I can’t help you if you don’t listen to me. If you have hired me and you trust my judgment and trust what I’ve done in this industry, then I need you to trust that I’m going to help you make the right decision. I need you to listen to me.”
HBM: Jennifer Aniston is set to star in and produce your life story. That must be pretty surreal. How do you keep it from going to your head?
DW: “I’ll know it’s real when I see Jennifer Aniston with a dark wig on (laughs). You know once you see it on set, then you believe it. I feel I’ve been humble through it all — I never wanted anybody to know about it in the first place because everything happens so differently in Hollywood. One day you’re making a movie and the next day you’re making a TV show. With Hollywood, anything happens, Jennifer Aniston is playing you and then all of a sudden it’s Jennifer Garner. So I’ve always tried to just say, when this happens I’ll be super grateful. But until it does, my life goes on. I’m still working hard every day running my company.
For a very long time I kept my story a secret, especially the part of my mom and her mental illness, because I was judged as a child and that was very painful. As an adult, I knew not to talk about it. And then as I got older, my story was told right and I think it helped a lot of people. So as cliche as that sounds, that’s why I’m doing it. If my story can help one person get through what they’re going through, then it’s worth it. I want people, especially women, to achieve their goals — not listen to society’s limitations or even their own family members’ limitations.”
