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Gallaudet University

OFFICIAL ATHLETICS SITE OF THE GALLAUDET UNIVERSITY BISON
GALLAUDET UNIVERSITY BISON
Sam Atkinson

Sam Atkinson

  • Title
    Associate Athletic Director for Communications
  • Phone
    202.448.7081
  • Phone 2
    202.423.0642
  • Email
    sam.atkinson@gallaudet.edu
  • Previous College
    Salisbury '00
  • Master's Degree
    Georgetown '13
  • Year at Gallaudet
    16th

Atkinson serves as the Associate Athletic Director for Communications at Gallaudet University and is a nationally recognized leader in collegiate athletics administration. A member of Gallaudet's senior leadership team since 2013, Atkinson oversees strategic communications, brand development and external relations for 18 NCAA Division III programs and game operations for Bison athletics.

Known for his innovative approach to storytelling and visibility, Atkinson has helped elevate Gallaudet Athletics into one of the most recognizable and mission-driven brands in Division III. His work consistently connects institutional values with national exposure, positioning Gallaudet at the intersection of athletics, innovation, and inclusion.

Leadership and Impact at Gallaudet

In his role, Atkinson directs all aspects of athletic communications while serving as a key strategic partner within the department's leadership team. His work spans media relations, digital strategy, game operations, and brand management—ensuring a cohesive and forward-thinking approach to how Gallaudet Athletics is presented on a national stage.

Strategic Leadership and Brand Growth
  • Leads communications, media relations, and brand strategy for 18 varsity programs
  • Serves as a primary architect of Gallaudet Athletics' national brand identity
  • Directed the department's transition to the SIDEARM Sports platform and launch of GallaudetBison.com
  • Oversees digital strategy across social media, live streaming, and video platforms
Operations and Staff Leadership
  • Serves as the primary Game Administrator for all home athletics events, ensuring successful execution, compliance, and game-day operations
  • Manages the Bison Crew, overseeing game operations staff, ticketing, and concessions to deliver a high-quality fan experience
  • Supervises and develops full-time, graduate assistant, and student staff, building a culture of accountability, professionalism, and growth
Innovation and Measurable Growth
  • Built one of the top-performing social media brands in NCAA Division III, ranked No. 1 nationally for four consecutive years
  • Early adopter of digital fan engagement strategies, including QR code game programs and expanded live streaming
  • Increased College Sports Communicators Academic All-America honorees at Gallaudet from two to 23
  • Helped elevate student-athlete visibility and storytelling on a national scale

NATIONAL EXPOSURE, STORYTELLING, STRATEGIC PARTNERSHIPS

A defining element of Atkinson's career has been his ability to leverage storytelling and strategic partnerships to elevate institutional visibility well beyond traditional Division III platforms.

He played a central role in Gallaudet's groundbreaking partnership with AT&T, which produced the widely recognized AT&T 5G Helmet campaign—a first-of-its-kind innovation designed to enhance communication for deaf and hard of hearing student-athletes. The campaign generated billions of impressions and hundreds of millions in social reach, while a national commercial featuring Gallaudet football aired across major platforms and significantly elevated the University's global profile.

Building on that success, Atkinson has consistently delivered high-impact exposure through national media and compelling storytelling.
  • Secured national media coverage across ESPN, CBS Evening News, ABC News, Associated Press, NPR, and Sports Illustrated
  • Helped generate more than 60 national media features during Gallaudet football's historic 2013 season
  • Produced viral and nationally recognized moments, including ESPN SportsCenter Top 10 plays and front-page national coverage
  • Contributed to media exposure valued at over $1 million in earned publicity for the University in 2013

NATIONAL LEADERSHIP AND SERVICE

Beyond campus, Atkinson has established himself as a respected national leader, contributing to the advancement of collegiate athletics through governance, mentorship, and strategic leadership.

He served as President of College Sports Communicators (2020-21) formerly known as College Sports Information Directors of America (CoSIDA), becoming one of only two Division III members to hold the role in the organization's history. During his presidency, he helped guide CSC through a period of significant transformation, including pandemic response efforts, social justice initiatives, organizational rebranding, and the implementation of the "All In" membership model.
  • Member, CSC Board of Directors (2015-22)
  • Chair, NCAA Division III Men’s Basketball Committee (2016-20 // Chair: 2018-20)
  • Chair, NCAA Division III Women’s Volleyball Committee (2021-25 // Chair: 2023-25)
  • Participant, NCAA Pathway Program (2025-26)
  • Participant, NACDA Senior Administrators Mentoring Institute (2025-26)
In addition, Atkinson was a longtime leader of CSC's Goodwill and Wellness Committee, where he helped to launch national community service initiatives (5K Run/Walk, Community Service project) and the #Volunteer15 program to promote service across the profession. He also served on multiple CSC committees during his time on the executive board.

HONORS AND RECOGNITION

Atkinson's leadership and contributions to the profession have been recognized at the national level through numerous awards and honors.
  • College Sports Communicators Hall of Fame (Class of 2026)
  • CSC Warren Berg Award (2023)
  • CoSIDA Presidents' Award (2022)
  • CoSIDA Mary Jo Haverbeck Trailblazer Award (2020)
  • American Volleyball Coaches Association (AVCA) Grant Burger Media Award - Finalist (2015, 2017)
  • USTFCCCA Excellence in Communications Award - Division III Cross Country (2015)
  • CoSIDA Bob Kenworthy Community Service Award (2014)
  • American Volleyball Coaches Association (AVCA) Grant Burger Media Award (2009)
  • Multiple CSC Publication and Design Awards

PREVIOUS EXPERIENCE AND EDUCATION

Prior to Gallaudet, Atkinson served as Sports Information Director at Salisbury University, where he led communications efforts for 21 varsity programs and supported multiple NCAA championship teams. During his tenure, Salisbury programs achieved sustained competitive success while Atkinson enhanced the department’s visibility through strategic communications and digital innovation.

Early Career
Atkinson's professional foundation includes experience in television and digital media, with roles at Sinclair Broadcast Group, Inside Lacrosse, and US Lacrosse. He also completed a sports media internship with CNN in Atlanta and has contributed as a freelance writer to regional publications. He is also a proud Eagle Scout in the Boy Scouts of America as he worked three summers at Philmont Scout Ranch in Cimarron, N.M.

Education
  • Master of Professional Studies (Sports Industry Management), Georgetown University
  • Bachelor of Arts (Communication Arts), Salisbury University

Personal
Atkinson and his wife, Emily, have two children.

ATKINSON IN THE NEWS