Jennifer Lynne Williams is a prominent leader championing global opportunities in sports.
As Chief Development Officer of the USA Basketball Foundation, she recognizes the importance of confidence in the industry and holds a hopeful vision for the future of young athletes.
Originally from Detroit, MI, Williams studied at The University of North Carolina at Chapel Hill and received her bachelor’s degree in journalism and African American studies. Originally dreaming of a career in television, she pivoted to pursue a master’s degree in athletic administration at North Carolina Central University (NCCU), which equipped her for a successful career in the sports industry. As an athlete herself, Williams wanted to make a difference for college athletes and those who were looking to break into the professional leagues.
Williams served as the associate athletic director of development and executive director of the Aggie Athletic Foundation at North Carolina A&T University for four years. While there, she oversaw fundraising efforts for the athletics department and athletics marketing. In 2018, Williams was honored as the Women Leaders in College Sports Division I (FCS) Administrator of the Year for her contributions. Upon reaching her C-suite position in 2021, she made history by facilitating a $3.5 million donation to the USA Basketball Foundation from the Tully Family Foundation — the largest contribution to the organization since its launch in 2019.
During the AFROTECH™ Conference 2024 on Nov. 15, Williams shared her insights as a Black woman in leadership, discussing the skills required to drive change in sports. In an exclusive interview, she revealed that her career path was shaped by navigating difficult decisions along the way. Finding her way through pivoting has helped her achieve success.
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“Ever since I left television and went into the world of sports, my goal was to be an AD by 40. I did it with 3 years left. So when the opportunity presented itself for me to transition to USA Basketball, it was a hard decision because it was hard leaving the staff I had built and the student-athletes I was mentoring and nurturing. I felt like being in the international space would open more doors and allow me to have more influence to help students on a larger scale.”
“However, there is always this sense of grief whenever you pivot. But anytime you leave something very familiar to you, my coach has always said, ‘In order to achieve greatness, you have to be okay again with stepping out of your comfort zone because that’s where the magic happens.’ So, when I left college athletics, I had been in that space for over 15 years. Going into the pro international waters, I’m the new kid on the block. So I focused on being confident, connecting with as many people as possible, and knowing that my leadership skills brought me here.”
Being a leader means inspiring others and adapting to the ever-evolving landscape of sports. As technology continues to shape the industry, more companies are using innovations to enhance both sports games and athletes’ performance. According to the Sports Business Journal, companies like Genius Sports, Peak AI, and Infinite Athlete are leading the way. Some of the advancements currently being tested include AI coaching applications and wearable performance technology, such as Google’s Jacquard. For Williams, this is only the beginning, and she is excited about the future possibilities of athletes leveraging technology to reach new heights.
“There are so many different things you can do with technology to get the product in front of eyeballs. I love that women, especially black women, are capitalizing on this success. And it’s going to continue. Brands are investing. They see the value. When you look at Microsoft or Google and how they’re investing. They are creating a crossover between tech, people, and sports. Right now, we just relaunched our e-sports at USA Basketball. Sony was a big proponent there. Players can use tech for analytics to focus on how they can improve and be the best pro or collegiate player. Overall, it takes the right visionary to think outside the box. You can’t stay in that one mindset: Tech is over there, and sports are here. It’s about using it to work smarter, not necessarily harder so that you can maximize the revenue that you’re bringing in as an athlete.”
As interest in women’s sports continues to grow and more media coverage is provided for sports fans, we can assume that technology can be a resourceful tool utilized to the benefit of female athletes moving forward.
Looking to attend AFROTECH™ Conference 2025? Secure your early bird tickets now — Oct. 27 – 31, 2025, in Houston, TX.
