From Press Box to the Front Office: The Business of Sports Communication

Session Details

In today’s sports industry, winning isn’t just measured on the field—it’s shaped by the stories told beyond it. This panel explores how communication professionals across teams, leagues, media outlets, and sports organizations use strategic storytelling to drive engagement, build brands, influence decision-making, and strengthen fan loyalty. Panelists will discuss how great stories emerge, how they travel, and how effective communication can impact everything from player relations to business outcomes. Students will gain insight into the evolving world of sports communication and the skills needed to succeed in this fast-paced, story-driven industry.

Panel Moderator

Tony Thompson

Scholarly Assistant Professor
Edward R. Murrow College of Communication at Washington State University

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