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Note: This story appeared in the Winter 2021 February edition of CoSIDA 360 Magazine. To view the full magazine, click here.
Perspectives From Outside the Profession
Dream Big Dreams
by DeWayne Peevy – DePaul University, Director of Athletics @BlueDemonsAD
“There is no experience greater than the role of sports information or media relations director.”
- DeWayne Peevy
Growing up, before I ever knew the job even existed, little did I know I was born to be a sports information director. I kept statistics, organized leagues and managed others going all the way back to my elementary school days. I was the kid in the neighborhood who always had a bat and multiple gloves so that we could be ready to play a tournament at a moment’s notice.
I kept statistics for video games with my friends before they had career and league modes, where you could play online. Numbers brought me pure joy and that is what led me to majoring in accounting at the University of Montevallo. I never planned to put my love of numbers and sports together until my baseball career ended after asthma complications my freshman year in college.
Everything I knew about college athletics changed in October 1997 when I became the director of sports information at Montevallo. It was my first staff (all students), first budget and most importantly it was the first time that I started dreaming big. At just 24 years old, I gained experience in marketing, fundraising and mentoring others. I wanted to provide an experience to student-athletes that I did not have, which lit a fire in me to never settle and to dream big. I did not dream about leaving Montevallo for the Southeastern Conference; I dreamed about turning Montevallo into an SEC-caliber school.
I think so many people in our profession dream about the next job instead of making their current situation ideal. My path to DePaul University was not a yellow brick road, but it definitely started with focusing on making my current job the best. That is what took me from an NAIA school to a Division II conference office, to a Division II school, to a Division I conference office, to a Division I school, to ultimately becoming the Director of Athletics at DePaul University. I didn’t spend any time worrying about what others thought about me. Those instances that presented themselves as road blocks in my career fueled my fire to work harder.
Today, my message to my SID family is don’t let anyone tell you that you are not qualified to do more. There is no experience greater than the role of a sports information or media relations director. There are parts of my job right now that are nothing compared to my past jobs in sports information. Crisis management, check. Spokesperson, check. Managing a tight budget, check. Hiring staff and reading people, check. I acquired all those skills and more as an SID.
It was brought to my attention that I was the first and only Black sports information director in Southeastern Conference history. How can we change that? How can I help? How can I motivate others in the Black community that anything is possible? Along the way, I didn’t understand the role I played in impacting the lives of others who look like me. I know I influenced people in this business and those I came in contact with, but I wasn’t intentional enough to help other people of color because I was trying to reach a spot of influence. I only recently realized that I already possessed that influence. I know I have to be more involved and more intentional about assisting in creating more access and opportunity for minorities in college athletics. It is great that I’m not alone in that charge, but I also have to do my part if we are going to increase diversity and inclusion in our profession.
In 2000, when asked in my interview by SEC Commissioner Roy Kramer where I wanted to be in five years, I stated that I wanted to be a commissioner or an athletics director. I am not sure I knew what that even meant back then, but I am proud that I believed in myself. Even though it took 20 years, it was worth the wait!
Dream Big Dreams.
DeWayne Peevy was named the ninth Director of Athletics at DePaul on Aug. 24, 2020. A native of Birmingham, Alabama, Peevy’s 23-year career in collegiate athletics began in media relations. He served as the sports information director for his alma mater, University of Montevallo in Alabama, for three years before becoming the media relations director for the Southeastern Conference Office. He also served on the NCAA Division I Men’s Basketball Final Four Media Coordination Committee through the 2013 NCAA Championship. He previously was the sports information director representative on the board of the U.S. Basketball Writers Association. Prior to arriving at DePaul, he served a 12-year stint at the University of Kentucky that included the last seven years at the deputy director of athletics.
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