Four years after her retirement from professional basketball, Naismith Memorial Basketball Hall of Famer Sue Bird has transitioned into a multifaceted executive and media role. The former UConn and Seattle Storm point guard, who secured four WNBA championships and five Olympic gold medals, now shapes the future of women’s sports through ownership, broadcasting, and administrative leadership, according to a recent profile in Women’s Health.
How is Sue Bird shaping the future of women’s sports?
Bird’s post-playing career focuses on institutional influence rather than on-court performance. According to Women’s Health, she serves as a part-owner of the Seattle Storm and the NWSL’s NJ/NY Gotham FC. Beyond team ownership, she is an investor in the media organization Togethxr, which aims to increase visibility for female athletes. Bird also acts as the managing director for the United States women’s basketball national team, a position that grants her authority in selecting rosters for the FIBA World Cup and the 2028 Olympic Games.
Bird spent her entire 21-year WNBA career with the Seattle Storm, retiring as the league’s all-time leader in assists.
What was Bird’s role in recent WNBA labor negotiations?
Bird transitioned from a player perspective to a liaison role during the most recent WNBA collective bargaining process. As reported by Women’s Health, she leveraged her experience to bridge the communication gap between athletes and ownership. Bird described her contribution as acting as a “translator,” helping ownership understand how to communicate effectively with players to reach mutually beneficial agreements.
How are professional athletes managing life after retirement?
The transition from elite sports to retirement often involves significant personal and professional shifts. Bird, 45, told Women’s Health that she sought therapy following her retirement to navigate the change in her identity. This professional shift mirrors broader trends in the sports industry, where retired stars increasingly move into front-office roles, broadcasting, and mental health advocacy. Her approach to business, she noted, remains consistent with her playing style: “I wasn’t playing a part. I was the part.”
Comparison: Playing Career vs. Executive Leadership
| Area | Playing Career (2002–2022) | Post-Career (2022–Present) |
|---|---|---|
| Primary Focus | On-court performance/Assists | Ownership/Policy/Broadcasting |
| Key Organization | Seattle Storm | Storm, Gotham FC, NBC/Peacock |
Follow industry trade publications to track how former athletes are shifting the landscape of sports ownership and media rights.
Frequently Asked Questions
What is Sue Bird doing now?
Bird is a part-owner of the Seattle Storm and NJ/NY Gotham FC, a WNBA analyst for NBC Sports/Peacock, and the managing director for the U.S. women’s basketball national team.
How many championships did Sue Bird win in the WNBA?
Bird won four WNBA championships with the Seattle Storm in 2004, 2010, 2018, and 2020.
Is Sue Bird still involved with UConn basketball?
While she is no longer playing, Bird maintains a close relationship with her former coach Geno Auriemma and continues to be a prominent advocate for the program and women’s basketball overall.
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