In the ever-growing spotlight of women’s sports, not all athletes are illuminated equally. As television deals grow, NIL contracts balloon, and fanbases swell around college and professional women’s basketball, a quiet but powerful question looms in the background. Who gets the camera time and why?

Recently, that question re-entered the spotlight following comments by UConn guard Paige Bueckers, a white woman. According to an interview with Time Magazine, Bueckers acknowledged that she benefits from the privilege of visibility in a system that often overlooks Black women athletes.

“There’s white privilege every single day that I see,” she said. “I feel like I’ve worked extremely hard, blessed by God. But I do think there’s more opportunities for me. I feel like even just marketability, people tend to favor white people, white males, white women.”

It was a refreshing bit of honesty from one of the sport’s most visible faces, and it reignited a necessary conversation: Media coverage in women’s sports is not colorblind.

The “It Girl” Effect

Who gets to be the face of a team, a league, or a brand campaign is often less about statistics and more about palatability. Paige Bueckers along with Caitlin Clark and Sabrina Ionescu, who are both also white women, have each enjoyed massive media attention. They are undoubtedly talented. But so are players like Angel Reese, JuJu Watkins, and Rhyne Howard—athletes whose performances have been equally impressive yet often receive less celebratory or consistent coverage.

In March 2023, Angel Reese made headlines for mimicking Caitlin Clark’s John Cena-inspired hand gesture. When performed by Reese, the gesture was labeled “classless” by several commentators, including the founder of Barstool Sports. Meanwhile, Clark’s use of the same “you can’t see me” move was applauded as a showcase of competitive spirit and swagger by outlets like ESPN and The Ringer. These moments highlight how expressions of intensity and confidence are often coded differently depending on the athlete’s race.

Colorism and Cultural Comfort

It’s impossible to ignore the role of colorism in this equation. Athletes with lighter skin tones, looser curls, or features deemed more “marketable” by mainstream media are more often cast as the approachable, girl-next-door types. Meanwhile, darker-skinned athletes who embrace bold self-expression, cultural aesthetics, or who simply play with unapologetic confidence, are framed as too aggressive or too flashy.

These tropes are deeply rooted in American culture, but they manifest anew each season in how sports media packages its stars. A media ecosystem shaped by largely white editors, producers, and sponsors determines who gets profiled in longform pieces, who lands beauty endorsements, and who is invited onto talk shows.

When Allyship Meets the Mic

Bueckers’ willingness to acknowledge her privilege isn’t new. At the 2021 ESPYs, she used her acceptance speech to spotlight Black women.

“I want to show a light on Black women. They don’t get the media coverage they deserve,” Bueckers told the audience. “Their value is undeniable. The WNBC last year the post season awards 80% of the winners were Black but they got half of the coverage of the white athletes. I think it’s time for change. Sports media holds the key to storylines. Sports media and sponsors tell us who’s valuable and you have told the world I matter today. Everyone who voted thank you but I think we should use this power together to also celebrate Black women.”

While many applauded her then, some wondered what tangible actions would follow.

Now in 2025, with her entering the WNBA and restating that commitment, the conversation shifts: What does true allyship look like when you benefit from the very system you’re critiquing? And how can white athletes not just name disparities but actively redirect the spotlight?

According to the same Time Magazine interview, Bueckers added, “I recognize that, I want to counteract that with the way I go about my business.”

The Cost of Invisibility

For Black women athletes, underexposure isn’t just a PR issue. It’s an economic one. Media visibility often translates directly into NIL deals, endorsements, brand partnerships, and post-career opportunities. The athletes we see the most are often those with the most financial security, career longevity, and off-the-court influence.

When Black women are underrepresented or framed through controversy, they may miss out on the commercial opportunities that help build generational wealth and long-term security. Visibility is more than just validation. It’s also currency.

Reclaiming the Narrative

The good news? Many Black women athletes aren’t waiting for traditional media to catch up. They’re building their own platforms. Sha’Carri Richardson has curated a brand steeped in authenticity and Black cultural expression. Angel Reese leverages TikTok and YouTube to tell her own story. LSU’s Flau’jae Johnson is both an athlete and a signed rapper, redefining what multifaceted success looks like in public.

Rather than ask for camera time, these women are taking it.

The responsibility isn’t just on athletes. Sports media outlets must interrogate their coverage choices. Sponsors must ask who they’re overlooking. And fans must demand more diverse, nuanced, and equitable storytelling in women’s sports.

Paige Bueckers has helped simply by speaking up. Now, the rest of the system needs to listen and act.