The Sports Power Brunch: Celebrating the Most Powerful Women in Sports™ is an annual sports awards event that honors prominent women in the sports industry held in each Super Bowl host city. Created by veteran sports communications and marketing executive, LaTonya Story, CEO and Founder of LPS Consulting PR, this staple event is one of the week’s premiere events garnering national media coverage on CNN, Boardroom, ESSENCE, Sports Illustrated and listed as one of the best events to attend by The Hollywood Reporter. Attendees enjoy a day filled with empowerment, inspired conversations, interactive brand activations, and networking with today’s sports, entertainment, and business industry leaders.

The event donates partial proceeds to nonprofit organizations, such recipients have included The Power of Girls, Winning Edge Leadership Academy, American Cancer Society, A10tion Foundation, student stipends, Rising Media Stars, Inc., and the Sterling Legacy Fund. Since its inception, the Sports Power Brunch has donated over $100,000. In addition, the Sports Power Brunch in partnership with Prime Video donated a basketball court called Sterling Courts in memory of LaTonya Story’s late son to the Downtown Boys & Girls Club of Southern Nevada. The court was designed and installed by Sport Court of Nevada. Microsoft teamed up with the Sterling Legacy Fund to build and create the Sterling Legacy Fund + Microsoft Foundation Esports Lab. In 2025, in partnership with Prime Video, PUMA and Original Element Foundation, an indoor basketball court was renovated and named Sterling Courts at the Lyons Recreations Center in New Orleans which was designed and renovated by Sports Floors. Microsoft and Xbox teamed up to renovate the computer lab, teen center, and makers lab.