As the growing sports media industry seeks people with data, communication and social media skills, CMDI has created different pathways to prepare students for rewarding careers. 

Photos by Kimberly Coffin and Jack Moody.

When Kathryn Castanoli worked in a backstage production role during Super Bowl LIX, it wasn’t just a dream come true—it was a glimpse of a career that once seemed out of reach.

“I almost gave up trying to get into the sports media industry,” said Castanoli, a junior studying strategic communication. “But coming to CMDI—a college of entrepreneurs, artists, go-getters and leaders—really inspired me to keep pursuing my dream.”

Castanoli is just one of a growing number of CMDI students breaking into sports media. Although journalism has long been a path of study for students interested in this specialty, the changing nature of both sports and media as industries means different skills are needed.

“Sports media has become a convergence of different fields,” said Rick Stevens, associate dean of undergraduate education and associate professor of media studies. “Our majors are particularly well positioned to take a piece of the puzzle and help students understand more cohesively what sports media is.”

Students get a close look at those connections in Prime Time: Public Performance and Leadership, a course Stevens created last year. Guest lectures from prominent alumni like Kordell Stewart (Comm’16), Joel Klatt (Econ’07) and Brent Schrotenboer (Jour’96) round out class discussions led by CMDI faculty, with occasional appearances from Coach Prime.

The course counts toward the sports media minor—the largest in the college. But it’s more than just classroom learning. With a new global seminar, media outlets like Sko Buffs Sports, and conferences and networking events, students have numerous opportunities to develop the skills needed to break into the industry.

Lila Nuttle, a sophomore studying journalism, is already putting those skills into practice. An aspiring sports writer, she is a reporter for the CU Independent and has produced content for Sko Buffs Sports, which gives her on-the-field reporting experience.

"These organizations offer a really great way to jump in and get that experience, while also providing a good community.”

There’s more to sports media than what you can see from the sidelines. Priscilla Hopper (InfoSci’22; MS’23) works as a senior reporting and data analyst at Kroenke Sports & Entertainment, which owns the Avalanche, Nuggets and other Denver-area sports franchises.

“There’s an expectation that if you’re working in sports media, you’re going to be on the field, in action,” said Hopper, also a lecturer of information science. “But there’s a whole other side to it, and every year, half of my students want to steal my job,”

Her ability to quickly analyze data and make them digestible for those without technical backgrounds gave her an advantage when interviewing for her role at KSE.

“I graduated able to interpret, adapt and analyze,” Hopper said. “That’s pretty much the entire basis of information science, and my degrees meant I was ready to be 
catapulted into any role.”

Michael Burns, an assistant teaching professor of communication, also understands what it’s like to have a nontraditional job in the sports industry. He has worked behind the scenes at eight Olympic Games for NBC’s Today show, and now serves as faculty director for Communication, Culture and Sport, a global seminar that takes place in the United Kingdom.

“There is an army of people who are doing all the research and logistics and planning, which enables and empowers the journalists, the PR folks and the camera people to do their jobs,” Burns said.

CMDI’s alumni network also plays a critical role in launching student careers. Michael Davies (Jour’94), an executive vice president at FOX Sports, said there’s no one way to make it in the industry.

“Everybody has their own origin story—some of them come from networking, some come from internships,” he said. “One thing that’s consistent and is required is passion for the sports business and focus.”

Davies graduated at a time when there were fewer paths to a career in sports media. He regularly visits the college to meet students, and is impressed with CMDI’s approach to preparing the next generation for the evolving industry.

“The school’s only 10 years old, it’s still new, it’s still innovative, and I think that it’s a very exciting time to go to CMDI,” he said.

 

 

Game on

CMDI is preparing for the return of its annual Sports Media Summit in the spring semester. This multiday event is intended for students who are curious about the industry, as well as alumni and community members looking to expand their networks and transition into this fast-growing field.

Follow CMDI on social media and keep an eye on colorado.edu/cmdi for updates.

 

Iris Serrano is studying strategic communication and journalism at CMDI. She covers student news and events for the college.

Photographer Kimberly Coffin graduated from CMDI in 2018 with degrees in media production and strategic communication.

Photographer Jack Moody graduated from CMDI in 2024 with a degree in strategic communication.