Meet Alyson Furch, the head of communications for Underdog Venture Team who has made a career in spotlighting the ‘sixth man’ (Presented by Cadillac)
Sports Illustrated and Empower Onyx are putting the spotlight on the diverse journeys of Black women across sports—from the veteran athletes, to up-and-coming stars, coaches, executives and more—in the series,Alyson Furch, head of communications for Underdog Venture Team, was brought up in a family that encouraged the exploration of entertainment, literature, culture, arts and sports.
In the early 2000s, Furch recognized that not everyone had the cache that came with players like Michael Jordan or Lebron James. Nevertheless, she saw their shine and held up the mirror for them to see it too. She started with players like Zach LaVine and Klay Thompson, and Joakim Noah, who Furch chuckles about when she recalls him saying, “I’m a basketball player and I’m also known for being smart, talking hard and playing ball. So don’t come at me with a dag-on photo shoot.
Furch’s idea to market and brand these players didn’t come without push back. But she had Shauna Smith, who she worked with at BDA Sports Management and is now the director of operations for Stanford Volleyball, as a friend as well as a professional advocate. “Shauna was the person that went in there and probably had a lot of tough conversations that I was not aware of,” says Furch. “Sometimes you have to be able to be the person that's the whisperer.
Furch has her parents to thank for catching the sports bug and playing volleyball and basketball throughout the years. Her father and mother were athletes in college, and she and her sister followed suit. “They’re huge sports people,” says the Seton Hall graduate. “My father passed away in the last week of 2018. And I was going through some of his things, and I discovered a lot of his handwritten letters that he’d written to GMs and coaches of NBA teams.
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