In 2021, Jim Gray (Advert) received CU Boulder’s George Norlin Award, recognizing outstanding alumni who have demonstrated a commitment to excellence in their chosen field of endeavor and a devotion to the betterment of society and their community. It is the highest award bestowed by the university on CU Boulder alumni. In 2020, he released his book, Talking to GOATs: The Moments You Remember and the Stories You Never Heard, in which he reflects on four decades of sports reporting from the perspective of one of the world’s most respected and skilled interviewers. It includes interviews with Tom Brady, Muhammad Ali, Kobe Bryant, LeBron James, Michael Jordan and more. Always a loyal Buff, he followed the book’s release with a virtual reading and discussion for students in CMCI’s sports media minor. He was recently featured in the documentary series Mike Tyson: The Knockout and contributed to Fox Sports’ coverage of the Tokyo Olympics.