Sports have long been seen as a male-dominated arena, but that narrative is rapidly changing. Women are not just stepping onto the field; they’re taking charge of the industry itself, shattering the old patriarchal norms. Two such trailblazers are the Griffin sisters—Erin and Emily—who have done more than just enter the sports world; they’re leading the charge, inspiring countless women to follow in their footsteps. But what makes Erin and Emily stand out? Hear from the leaders themselves. 

Engaging in an exclusive interview with our esteemed host Trey Holder for the final episode of Essentially Sports Think Tank Season 1, the zealous sisters share unique and intriguing ideas for women who aspire to a career in sports and open up about how to break the traditional norms. Emily and Erin have established a place for themselves as top leaders in the Sports arena. While they are not usually present in the fields themselves, their expertise enables them to shed light on critical aspects related to women in sports and is worth noting.

Trailblazing Insights: The Griffin Sisters on Winning in Male-Dominated Sports

When Emily and Erin were requested to share their experiences in usually male-dominated sports like football and give advice to women who wish to get involved in sports, they shared some fascinating perspectives. Speaking to Holder, Emily, who currently serves as the Senior Vice President, Marketing & Brand for Detroit Lions, says, “I get this question a lot and my answer is typically that my advice would be the same for both men and women aspiring to be in there. It’s something to celebrate how far football has come, how many women are now in roles that were previously only held by men. Coaches, officials, front office people, and then players in Women’s tackle and women’s flag.” Indeed, the reports also showcase remarkable growth. 

Women’s football, in particular, has witnessed widespread growth in recent years, a major credit for which can be attributed to Flag football. For those unaware, the women’s flag will debut alongside the men’s game at the 2028 Summer Olympics in Los Angeles, further propelling interest. Besides, reports have also highlighted that the number of 6-to-12-year-old girls playing flag football has increased by more than 200% since 2014, crossing 100,000. “That’s tremendous to see,” adds Emily. But despite the recent growth, she thrives for better.

“I try and have always tried in my career since I was in the NBA to make my gender non-topic. I don’t walk into room and see myself as a woman in a room of men, I see myself as a sports marketing leader,” she continues. Emily also highlights the importance of breaking stereotypes and being confident in what you do as the steps towards success for women aspiring to build a career. Interestingly, Erin too, has a similar advice to share. 

Responding to Holder’s question, Riddell Sports’ (a sports equipment company) Senior Vice President of Marketing and Communications shares, “Don’t give people a reason to critique you or oppose anything that you are doing. Be passionate about what you are doing and look and look for opportunities to learn more, to gain more responsibility.” She also emphasizes the idea of celebrating success, saying, “the final thing is really celebrate other women and the space and build people up.” But these are not mere words. The Griffin sisters have indeed brought these aspects into their successful careers.

In her 12 years with Riddell, Erin Griffin has played an integral role in navigating communications and marketing opportunities and challenges associated with the brand and sport of football. She helped the company become an industry leader in the arena while amassing several accolades like the Women in Marketing: Industry Innovation Awards and  Ragan Communications Top Women in Communications list.  Her sister, meanwhile, has not remained in the backseat. 

Emily joined the Lions in 2014 as a Digital Media and Corporate Partnerships Strategist and quickly rose up the ranks. In her leadership position, Emily served as the co-chair of the marketing committee for the 2024 NFL Draft. She spearheaded the project that set a record for attendance, as more than 775,000 people ventured to Detroit over the three days. She was also the force behind the rebranding of the club in 2017 thereby showcasing her unique skills. But one of the biggest moments of her career, as admitted by Emily, came in 2023 when she led the creation and unveiling of a new monument to Barry Sanders.

Emily Griffin defines ideating Barry Sander’s statue as a crucial career moment

It was in September 2023 when the Lions unveiled an 8-foot statue of Barry Sanders outside Gate B near the corner of Montcalm and Brush streets. But while the monument has continued to intrigue the supporters of Sanders and stands tall defining his achievements, it was no less than a grueling task for Emily to bring it to life. 

Speaking about the entire process revolving around the statue, Griffin explains, “it’s something that we have been talking about for a very long time. The statue monument was the first to any former Lions player or coach in our club’s history.” This made the task even more intense for the marketeer who started to get involved in every aspect ranging from coordinating with the artists to providing them with suitable pictures for inspiration. And eventually, Griffin cannot help but take pride in her achievements. 

“It was a huge responsibility and I would be lying if I say I wasn’t scared at times, you know, not wanna mess it up,” she shares. But now, the statue also sheds light on Emily’s success.“I am happy with the finished product and every game there I walk by or when I drive by from work at night, I see a line of people, 365 days waiting to take a photo with it. It’s heartwarming.” This is a sheer example of how great vision and determination can help an individual shape their careers in male-dominated sports, as highlighted by the sisters. 

This exclusive with the Griffin sisters is an attempt of EssentiallySports Think Tank to introduce the best sports minds to our audience. But this is not just it as there is more to the interaction. Tune in on October 29th to hear more from the Griffin sisters only on EssentiallySports Think Tank—Where Sports Meets Smart Content.