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CSC Women to Watch Feature Archive
This is part of our 2025-26 CSC Women to Watch series, a series which spotlights a variety of female members in our association. CSC Women is a College Sports Communicators (CSC) Member Resource Community, dedicated to serving the women in the athletics communications and creative field. CSC Women aims to encourage, empower and educate, while providing a positive and united presence for women in our field, both veterans and newcomers, and serving as their collective voice.
CSC Women to Watch
Sarah Finney
Seattke University, Associate Athletic Director - Strategic Communications
by Colby Shannon, CSC Intern
Sarah Finney is CSC’s Women to Watch for the month of April! Chosen by CSC staff members and the Women Steering Committee, Finney is being honored this month for her commitment to Seattle University’s athletics communications.
A Humboldt State University graduate, Sarah has been a part of collegiate athletics communications for over 20 years. Her first role was as the Assistant Sports Information Director at her alma mater, Humboldt State. She then spent three years at California State University, Bakersfield, then a one-year stint at the Ivy League before settling with Loyola Marymount University in 2011. She spent five years there as an athletics communications manager, then was hired by Seattle in 2016.
In her tenure with Seattle, she’s elevated from Director of Athletic Communications to Associate AD for Strategic Communications. In summer of 2025, Sarah also assumed Senior Woman Administrator duties for the Redhawks. Currently nearing the conclusion of her 10th year at Seattle U, she is responsible for strategic oversight of all external communications, storytelling and fan-facing functions for the athletics department
Read more about Sarah Finney in our Q&A below.
Sarah Finney at a 2026 men's basketball game at Seattle University.
What has been a highlight of your career in sports communications?
SF: It’s difficult to narrow it down to just one highlight over more than 20 years in the industry, but being part of Seattle University’s celebration of joining the West Coast Conference last summer certainly stands out. Having the opportunity to help guide and contribute to that moment was incredibly meaningful, as it represented the culmination of years of work by so many people across the university and athletics department. The day itself was unforgettable. From raising a flag atop the Space Needle in the morning to closing the evening with a boat ride on Lake Washington, everything came together in a way that felt both intentional and celebratory. It was a perfect summer day in Seattle and a powerful way to mark the beginning of a new chapter for Seattle U.
How has your involvement with CSC supported you throughout your career?
SF: Being a member of College Sports Communicators has played a meaningful role in my growth and development throughout my career in college athletics. Early on, it provided invaluable opportunities to learn from experienced professionals through the annual conventions and workshops. It has also offered an environment to connect with peers across all levels of college athletics, exchange ideas and build relationships that extend well beyond a single event. I was also fortunate to be part of the inaugural Diversity and Inclusion Fellowship a handful of years ago, which was a particularly impactful experience. It not only expanded my professional network but also provided mentorship, perspective and support that helped shape how I approach leadership and inclusion in my work. Overall, CSC has been a constant throughout my career – offering opportunities to learn, connect and grow at every stage.
Finney at USC working a Cal State Bakersfield baseball game in 2010.
Is there a female sports professional you admire, or who has inspired you? What do you admire most about them?
SF: It’s difficult to point to just one individual, as I’ve been fortunate to work for, alongside and lead many incredible women throughout my career. During my time at Seattle University in particular, I’ve been surrounded by women leading at a high level across nearly every area of athletics. What I admire most is their ability to lead with confidence and initiative while also navigating the many demands outside of work. I’ve had the opportunity to learn from women who are balancing leadership roles with family responsibilities. As a mother of a now six-year-old, I’ve been especially grateful for those who have shared those experiences and perspective along the way. Their willingness to offer guidance, support and honesty has had a lasting impact on how I approach both my career and life outside of it.
What advice would you give to younger female professionals who are new to the industry or looking to enter college sports?
SF: My biggest piece of advice would be to stay curious and not be afraid to ask questions – both to better understand and out of genuine curiosity. That mindset not only helps you learn faster, but it also shows others that you’re engaged and invested. Communication and relationships are incredibly important in college athletics, and in all aspects of life really. Take the time to build connections, listen to others and learn from the people around you. Those relationships will support you in ways that go far beyond your day-to-day responsibilities. I’d also encourage young professionals to approach every experience as a learning opportunity. Not everything will go perfectly, but there’s always something to take away – whether it reinforces what you enjoy or helps you better understand what you don’t. And finally, don’t feel like you need to have everything figured out right away. It’s okay if your path evolves over time. Focus on growing as you go, being open to new opportunities and continuing to develop your skills along the way.
Finney during her years at Humboldt State, courtside for men's basketball (2006).
What is the biggest change for women in sports communications since you first entered the industry compared to today? How did you face those challenges??
SF: There have certainly been meaningful advances for women in sports communications since I first entered the industry. That visibility matters as it helps create a clearer path for younger professionals and shows that there is room to grow and lead within this field. At the same time, women are still often in the minority, and it’s not uncommon to be the only woman in the room. Personally, I’ve never felt uncomfortable in those situations, but it does reinforce how important it is to continue creating opportunities and support systems for women coming into the profession. For me, navigating those dynamics has been about focusing on building relationships and being confident in my voice and perspective. I hope that I can help create an environment where others can see a path forward and feel encouraged to stay and grow in the field.
Where does your passion for sports communications come from?
SF: My passion for sports communications comes from a genuine love of storytelling and a lifelong connection to sports. I’ve always enjoyed to the opportunity to highlight the successes and accomplishments of student athletes and to help share their stories in a meaningful way. As a former athlete, this has been a way to stay connected to competition and the energy that comes with it. Just as important, it allows me to be part of a team environment – working alongside coaches, administrators and student athletes toward a shared goal.
Finney (right) and friends at a 2017 Seattle University red tie event.
What motivates you to continue in athletics communications?
SF: A consistent motivational factor has been the opportunity to work with and support young people – whether that’s student athletes, student employees, interns, or early-career professionals who are interested in pursuing a similar path. Being able to play even a small role in their development, whether through mentorship, hands-on learning opportunities, or simply helping them navigate their first experiences in college athletics, has been incredibly rewarding. Seeing individuals grow and go on to build careers in the industry is something that continues to be one of the most fulfilling aspects of my work.
Finney and the Redhawaks at the 2017 West Coast Conference celebration on top of the space needle.
Quick Hitters with Sarah:
Your dream job as a kid: Teacher.
Favorite family traditions: One that has made its way from my own childhood to something that I do now with my own child is cutting down our own tree at Christmas.
Favorite professional sports team: This might be a weird answer, but none. My sports energy all goes into my work and then I like to focus on other types of entertainment outside of work.
Favorite holiday: Christimas.
What is your go-to takeout spot? We are mostly a homecooked meal family, but my six-year-old daughter is obsessed with ice cream, so we frequent walks to a local ice cream shop called Molly Moons.
Favorite spring activity: Just getting outside more (especially following basketball season) and enjoying the better weather and longer days.
Finney (right) with Redhawk baseball alum and Cy Young winning pitcher Tarik Skubal (2nd to the right).