In a media landscape often criticized for its lack of diversity, Horsemen Sports Media emerges as a trailblazing force.
Founded in 2025 by award-winning journalist Noral Parham III, this Black, disability-owned Indianapolis enterprise redefines sports coverage by prioritizing stories about athletes and executives of color and creating space for marginalized voices in an industry long overdue for change.
A mission born from experience
Parham’s journey to founding Horsemen Sports Media was shaped by years of navigating predominantly white spaces in sports journalism. A Senior Sports Reporter for the historic Indianapolis Recorder Newspaper — the fourth-oldest surviving Black publication in the United States — he witnessed firsthand the systemic gaps in representation.
“I’ve been in so many spaces where I did not feel welcomed by my media counterparts,” Parham told the Indiana Minority Business Magazine. “Mainstream media often wants to paint people of color a certain way, adhering to a narrative that’s nonexistent. At Horsemen Sports, we’re not about that. We want to celebrate all things Black and ball.”
His resolve to address the underrepresentation of Black journalists and photographers in sports media led to the creation of Horsemen Sports, a platform dedicated to nuanced, authentic storytelling.
The organization covers local and national sports, emphasizing the importance of elevating athletes and executives of color, whom traditional media outlets often overlook.
The organization’s founding members include Parham, sports reporters Clarence Coleman, Duane Bean and Clayton Jones, all men of color.
How Horsemen Sports Media bridges journalism & advocacy
Parham’s career reflects a dual commitment to journalism and community empowerment. Before launching Horsemen Sports, he served as a community advocate for Indianapolis’ MLK Center, located at 40 w. 40th Street, where he honed his ability to amplify marginalized voices.
Later, as Senior Copywriter for Denver-based marketing firm Stickyleaf, he produced over 600 articles for approximately 35 clients, mastering the art of strategic content creation.
“I have done a lot of great things and it is time to do more,” Parham said.
His work has earned him eight journalism awards from the Society of Professional Journalists (SPJ) and Hoosier State Press Association (HSPA), many of which recognize his incisive coverage of race, diversity and sports.
Coverage with a purpose
Since its inception, Horsemen Sports has made waves with its coverage of marquee events, including Indiana Pacers and Fever coverage, NCAA March Madness tournaments, the Big Ten Basketball Tournament, the National Invitational Tournament and the 2025 WNBA Draft.
The outlet’s national reach is expanding, but its roots remain firmly planted in Indianapolis’ vibrant, perpetually growing sports scene.
“Indiana is basketball country,” Parham told the Indiana Minority Business Magazine. “Indy will always have that priority at Horsemen Sports.”
Moreover, Parham’s role on the host committee for the 2025 WNBA All-Star Weekend — set for July 18–20 in Indianapolis — further solidifies his impact.
The event, which will spotlight the league’s rising stars, aligns perfectly with Horsemen Sports’ mission to highlight athletes and executives often designated as minorities.
Building a legacy of trust at Horsemen Sports Media
For Parham, Horsemen Sports is more than a media outlet; it’s a movement.
“We want to create a safe space for minorities in sports, a platform they trust not to paint them in a superficial light — all for the sake of clicks and engagement,” Parham said. “We are better than that.”
This ethos resonates in the outlet’s reporting, which avoids sensationalism in favor of depth and context.
Whether profiling a Fever rookie’s journey or dissecting systemic inequities in college athletics, Horsemen Sports prioritizes substance over stereotypes.
Looking ahead
As the company finalizes its official website, Parham’s long-term vision is clear: establish Horsemen Sports as a national leader in inclusive sports journalism while fostering opportunities for emerging Black journalists and photographers.
“The Recorder gave me a chance in sports journalism and I ran with it,” Parham said. “That is what I want to do for others. The disparity in this industry isn’t just about who’s in the room — it’s about who gets to tell the story, We’re here to ensure our narratives are told by us, for us.”
Connect with Horsemen Sports Media
While the website launches soon, fans can follow Horsemen Sports Media on Facebook and TikTok for breaking news, interviews and behind-the-scenes content.
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