72andSunny and Female Quotient Give Women Athletes a Path to Their Next Career

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Athletes spend their entire lives training to accomplish what’s impossible for most. But when it’s time to retire, they often don’t have the skills or connections to break into a professional career.

To change that, 72andSunny and The Female Quotient are partnering on an executive apprenticeship program for women athletes attending SHE (Sports, Hospitality and Entertainment) Weekend, a celebration of female athletes who represent the United States at the highest level, hosted by rapper and TV star Flavor Fav. SHE Weekend takes place from July 16 to 19 in Las Vegas, where more than 100 U.S. women athletes will gather at the invitation of Flav to celebrate their achievements.

The executive mentorship program will provide hands-on training for two women athletes at each company—from creative, brand-building, and media roles to back-office functions like finance and HR—with the program ending in paid positions.

“These are women who are incredibly accomplished in what they do, and they understand competition and winning at a level unlike most humans on Earth,” Evin Shutt, global CEO of 72andSunny told ADWEEK. “How do we give them exposure to professional careers through what our companies do?”

According to a 2020 report from EY, 94% of women in the C-suite played sports, with 52% playing at the university level. Another study from Gartner found that 85% of women who played sports said it helped learn skills integral to their professional success.

“These athletes are the most primed future executives,” said Talia Bender Small, president of the FQ. “They are the most collaborative. They have leadership skills. They have perseverance. They have determination. They are competitive with themselves.”

SHE Weekend as a testing ground

The executive mentorship program is in its early stages. Both companies are participating in SHE Weekend and using it as an opportunity to gather information and “to make sure we build this the right way,” Shutt said.

For now, both companies plan to adapt the program around the athletes’ specific needs, interests, and training schedules. Flexibility will be key, as that’s what often precludes them from other professional opportunities, Shutt said.

There will be a formal application process, The program will last two months, with the opportunity to extend.

“I would not be surprised if some of these athletes stay with us for a really long time,” the FQ’s Bender Small said.

72andSunny’s Shutt said that she’s eager to share how her company is building the program so others can learn from it and do the same.

“We’re not going to keep this a secret. The more companies and organizations that get involved and sign up to take on apprenticeships, the better,” she said.

Flavor Flav for women’s sports

Both 72andSunny and FQ are partners of the inaugural SHE Weekend.

Flavor Flav launched the event in February, when his tweet about wanting to celebrate the U.S. women’s hockey team for their Gold medal win, after they were snubbed by the president on a visit to the White House, went viral. At the time, he was already the sponsor of the U.S. Olympic women’s water polo team.

“That’s when I put out, ‘Well, listen, girls, don’t worry, I’ll bring you guys out to Vegas, and we’ll celebrate you guys the way you guys need to be celebrated,’” Flav told ADWEEK. “I put that post up within two days—it was going so viral.”

The invite soon expanded to all U.S. women’s Olympic and Paralympic medalists of the 2026 Winter Games. According to Flav, brands from Delta Airlines to MGM Resorts jumped in to provide free airfare and lodging to the athletes and their families.

“My gratitude goes out to a lot of other people that reached out and wanted to help and do things and put their hands in,” he said.

He said that he hopes that SHE Weekend, which this year consists of public and private concerts, dinners, and events around the city, becomes an annual gathering.

“If this first one goes good, I got a feeling we can do it again next year,” he said. “And if we could do it again next year, I’d love to do it every year.”