The Visionaries Behind the Game: Spotlight on Women’s Basketball Creatives
- tssportscreative
- Aug 29
- 7 min read
When we watch the WNBA or other women’s sports events, it’s easy to focus solely on the game itself. But behind every highlight, campaign, and story that reaches fans are creatives shaping how women’s sports are celebrated and remembered. Sydni Dykes, Aliyah Funschelle, and Chelsea Carter are three of those voices, each carving a path in their own way, using creativity to amplify athletes and narratives that deserve the spotlight.
Sydni Dykes — Senior Manager of Growth for Unrivaled & Founder of Café Lahtay
“I actually played basketball all my life. I’m the youngest and only girl, so I had to take my brothers down. I fell in love with the game and I was super competitive. But my degree is in psychology, I wanted to be a sports psychologist for the longest time.”
Her career didn’t start in social media, it grew from passion and circumstance. After working with athletes on the mental side through PGC Basketball, Sydni’s path shifted during COVID. “Oddly enough, my YouTube channel blew up doing DIY home decor, monetized within a year and people were like, ‘you’re actually kind of good at this social media stuff.’ ”
Those skills soon blended back into basketball. Athletes started asking for her help and her path into sports media was born. Today, Sydni is the Senior Manager of Growth at Unrivaled, or as most know her: the “Unrivaled admin.” “Anything you see on social media is me editing, filming, posting, and interacting in the comments. Like, that’s one person. I am Unrivaled admin.”
But it’s not just about posting, it’s about connection. “It’s so much more than sticking a phone in someone’s face. You really have to be a connector. If you don’t understand who they are as people before their content, then the content won’t be good. A TikTok might be five seconds, but there was a ten-minute conversation before that to make sure the video is authentic and unique to them.”
Fans notice. They comment “give admin a raise,” and Sydni saves every one. “I screenshot every ‘admin did it again.’ I go to that folder when it all starts to just feel thankless.”
The grind comes at a cost. “I worked 16-hour days for four to five months straight. Not a single day off. Obviously that caused a lot of burnout.” She’s learning to prioritize herself, lean on her community, and still pour into her own creativity and interests.
Alongside Unrivaled, Sydni just launched her own community, Café Lahtay (@cafe.lahtay), a virtual coffee shop and creative hub. “It’s a space where creators can network, learn, and have good vibes. I didn’t have communities to teach me editing or trends, I had to learn everything myself. With Café Lahtay, I want the next person to have that space.”
At her core, Sydni is a connector and community-builder. “My mantra is: it’s not about who you know, it’s about who knows you. Everyone knows Beyonce but Beyonce doesn't know you so knowing her isn't going to put money in your pockets. When I know someone as a person versus only the work that they might have done, I can then advocate for them in rooms that they may not necessarily be in.” Sydni's journey not only helps grow women’s sports and bring athletes’ stories to the well-deserved spotlight, it also allows other creatives to feel comfortable being themselves, taking risks and making genuine connections.
Aliyah Funschelle — Content Creator & Advocate for Women’s Sports
Aliyah’s love of sports started young and by college, she was ready to create her own space in sports media. She joined the student newspaper but soon realized she wanted more freedom to tell stories her way. By her junior year, she launched Sports with Aliyah, explaining, “I really wanted to prove that social media can be such a big tool to spread sports stories.” Even in college, she covered every sport that would let her in the room. Four years ago, she moved to New York for her master’s at Columbia, where she attended her first WNBA game.
Aliyah was driven by accessibility. She explains, “It wasn’t accessible in my area when I was younger and social media really didn’t exist. So that’s when I decided I really wanted to shed a light on the WNBA and women’s sports, sharing their stories in a way that’s accessible for everyone.” She focuses on amplifying athletes’ voices rather than chasing views or clickbait, saying, “It’s not about the views. It’s about the community, to amplify these amazing athletes and do so in a way that feels authentic.”
Her work has evolved alongside the sport itself. In 2023, she worked one-on-one with a WNBA team for the first time, the Connecticut Sun, and it was a turning point. “They wanted me to come out and make content for my pages, and that was like, oh my gosh, what I’m doing is actually needed in this space.” She brings the same intentionality to every project, from researching athletes to designing content her audience will love. “For instance, I came to the WNBA draft not knowing I would interview Azzi Fudd and KK Arnold, but I had something up my sleeve just in case I ran into them. I literally compiled the top five most popular Paige Bueckers moments and I had them blind-rank them.”
Aliyah gravitates toward overlooked players, ensuring they get recognition. “I’ve been shouting Courtney Williams’ name from the rooftops for years, and Alyssa Thomas, one of the best players in the W right now and people aren’t going to appreciate her until she retires, so I’m just trying to do that for the players that are under-covered and under-appreciated.”
Balancing visibility with authenticity is key. She explains, “It’s about slowing down and being like, 'Okay, the audience is here, they’re paying attention.' Take your time and make the type of content you want. Don’t feel pressured.” Her advice to aspiring creators is simple, “Find what makes you special and run with that. Authenticity really comes across on the screen.” She adds, “Also, find a hole, like, 'No one’s doing this. Let me go do it.' The gap that was missing in women’s sports coverage that I tried to fill was that people were talking about women’s sports like it was a charity case. I didn’t want to hold anyone’s hand. I wanted to cover it like men’s sports.”
Aliyah’s storytelling is all about authenticity and real connection. “I think treating the athlete like a person and not like a headline is key. Like let’s just talk, let’s find common ground.” Aliyah is redefining how women’s sports are seen and inspiring other creators to find their own voice, showing that there’s space for bold, thoughtful storytelling everywhere.
Chelsea Carter — Co-Founder of Vertiq Marketing & Media Strategist
Chelsea’s journey into sports started at the University of Kentucky. “One day at a volleyball game I saw someone who looked important and asked what she did. She was an athletics marketing intern, and two weeks later, I had my own credential. That moment sparked everything.” From there, she worked in the front office for five pro teams across the NBA, MLB, and NFL.
Even with that experience, Chelsea felt something was missing. “I loved sports, but I didn’t see enough women, especially Black women, getting the shine they deserved. That’s what pulled me into women’s sports and storytelling.” Her journey hasn’t been without obstacles. “From being a breast cancer survivor who had to take a year off from college to landing a job in the NBA right after, I know how wild this journey has been.” These challenges fueled her mission and shaped her approach to building meaningful work.
Today, Chelsea co-runs Vertiq Marketing, a virtual CMO agency supporting athletes, nonprofits, and purpose-driven brands. She also leads media strategy for Pass Tha Ball, ran Phantom BC social media accounts during the inaugural Unrivaled season, and works with WNBA players and MADE Hoops to grow the grassroots girls’ game and build real community around it.
Chelsea thrives on the personal impact of her work. “Teams give you structure and scale. But with individual players? It’s personal. I love helping athletes show up as their full selves off the court, whether that’s launching a podcast, landing brand deals, or just sharing their voice on social. It’s more intimate, and the impact feels deeper.” Even with limited resources, she balances emotion, culture, and community in her storytelling. “We often don’t have the budgets or visibility men’s sports get, so we have to be extra creative. But that just makes the wins that much sweeter.”
Lessons learned along the way guide her leadership. “Boundaries matter. I used to say yes to everything and ended up burnt out and underpaid. Now, I charge what I’m worth, protect my peace, and only work with people who align with the mission. Saying ‘no’ was one of the most powerful things I learned.” Chelsea credits her community, planning, and self-care for sustaining her work. “Friends who give me grace and push me forward, and players who’ll just call to talk about life outside of business, that balance keeps me whole.”
For Chelsea, her purpose goes beyond her own career. “Women’s sports and especially the work happening behind the scenes still doesn’t get enough credit. I’m not doing this for the spotlight, but I am doing it so the next Black girl can walk in with a little less resistance and a lot more power.” Through her work, she’s transforming women’s sports storytelling, lifting athletes to show their full selves, and inspiring the next generation of Black girls to pursue the game and their dreams, without compromise.
Sydni, Aliyah, and Chelsea are trailblazers in women’s sports, each bringing their own vision, voice, and heart to the game. They’re amplifying athletes, breaking barriers for creatives, and showing that passion, persistence, and authenticity can carve out space for the next generation to dream bigger and step in boldly. Seeing them in action reminds me, and so many others, that it’s possible to chase our dreams unapologetically and make our own mark.
Great read! Especially as a woman who is telling stories in tech and looking for creative was to pivot into sports. The business and creative behind the game is just as exciting, these stories need to be told and shared as well. Love it! 👏🏾👏🏾👏🏾