College Sports Information Directors of America

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Sam Atkinson – Gallaudet University, Associate Athletic Director for Communications

CSC Warren Berg Award
Presented annually to a CSC college division (NCAA DII, DIII, NAIA, Two-year Colleges, and Canadian institutions) member who has made outstanding contributions to the field of college athletics communications, and who by his or her activities, has brought dignity and prestige to the profession. Voted on by the Special Awards Committee. (Note: Nominees can be an active or retired member.)

by Cindy Potter – Columbia College, Senior Deputy Director of Athletics // CSC Immediate Past President

Starting a new job can be stressful enough, but imagine starting a new job and not speaking the same language as those you work with and for. Add to the equation that the new job is in communications. That’s exactly the situation Sam Atkinson, our 2023 Warren Berg Award recipient, found himself in back in 2009 when he joined the staff at Gallaudet University, the world’s only university specifically designed to accommodate deaf and hard of hearing students.
 
But Atkinson was poised to make an immediate impact despite the language barrier. In his first year alone he brought on the national and regional exposure for Gallaudet athletics as the Bison were featured on the front cover of USA Today, the Washington Post, and ESPN.com along with numerous hometown newspapers across the country. Gallaudet was also featured on regional cable television sports network Comcast Sportsnet. Atkinson met President Barack Obama, First Lady Michelle Obama and Vice-President Joe Biden as Gallaudet student-athletes and coaches were invited to the White House for a Title IX special announcement and Coach Curtis Pride's appointment to the President's Council for Fitness, Sports and Nutrition.
 

Fourteen years later, as he receives the Warren Berg Award, an annual CSC honor recognizing a college division member for outstanding service and commitment to the profession, Atkinson is not only a veteran on staff at GU but has become one of the most respected and recognized individuals in the communications industry. And he’s done the majority of it in silence.

“It’s been a unique experience coming in to the situation not knowing American Sign Language (ASL) and having to learn it on the fly while still doing the job,” explained Atkinson. “I knew I had to change my approach and adapt instead of the other way around.”

Not being able to use his voice at work meant everything took longer than he was used to. Yet, while things moved at a slower pace in the office, Atkinson used his skills to quickly put GU athletics on the map, expanding national and international media coverage for all 14 Bison varsity teams.

His media savviness has helped to land Bison athletics on the front cover of national newspapers, magazines to being featured on network television and local media outlets including top sport websites online. The Gallaudet Athletic social media platforms were ranked No. 1 by a Division III social media tracking website for four consecutive years (2014-18) for posts and engagements, and @GallaudetBison remains one of the top brands in Division III due to its social media activity — thanks to Atkinson. 

“Sam has represented CSC and Gallaudet University with great dignity,” said Herb Vincent, Associate Commissioner of the SEC. “It’s his passion for telling the stories of Gallaudet and it’s student-athletes that has made Sam a difference-maker in our profession.”

The game day atmosphere is different at Gallaudet than it is at any other institution, as most teams warm up in silence, an intimidating scene to visiting teams. Music is not the only difference though, as in-game statistics become exponentially more difficult when your spotter has to sign throughout the game. Despite the difficulties, working at Gallaudet has allowed Atkinson to see his position through a different lens. The tasks so many of us take for granted and the accessibility we all have launched Sam into an advocacy role and a desire to give back to the profession that taught him so much. 

“Sam has given so much to our organization, the NCAA and Gallaudet University,” stated Chris Mitchell, manager of district communications for the Granite City School District and a former college athletics communicator. “His work at Gallaudet while managing a one-man office is second to none, and has brought national recognition to Bison athletics and his student-athletes. Not only is he a great friend and colleague to all, he is also a mentor to many and a great father and husband.”

Atkinson’s involvement with CoSIDA, now CSC, sparked early when he paired up with Ryan Klinkner of St John’s University to fill a need in the profession. The pair took over the Goodwill and Wellness Committee and ran with it, literally, developing the annual 5K run/walk at convention, the annual community service project and the formation of the Volunteer 15 program (member volunteer program).

Although Atkinson will tell you that in the beginning they never expected it all to turn into what it is today, he and Klinkner saw that CSC members were giving back to their communities, getting active, and were role models on their campuses; the committee gave them an opportunity to showcase that. A true testament to the good in this profession and a torch that has been carried on by the likes of Mitchell and current committee chair Jeremy Rosenthal over the years.

All that aside, it’s what Atkinson did when he was the College Sports Communicators President that is most impressive. As the person who followed him in the rotation, I can tell you that no one will ever exceed the devotion and effort given to his role as president. During Covid, his presidency was limited to strictly Zoom meetings throughout the year while receiving and handing off the gavel virtually, helping implement a new governance organizational structure, and setting the groundwork for the CoSIDA-CSC rebranding efforts. He missed out on an epic opportunity to hand out the NCAA Division III Men’s Basketball National Champion trophy as D3 basketball committee chair and traveling throughout the year representing the organization as president, all while he was working completely out of his basement office in Ellicott City, Maryland.

“Sam‘s dedication to his profession and to his colleagues makes him the ideal recipient of the prestigious Warren Berg Award,” said Vincent. “As president of College Sports Communicators, Sam’s leadership during challenging times presented by Covid-19 was a steadying factor as he persevered in his work to transform the organization.”  

When Atkinson took the gavel as the organization’s 66th President in 2020, he was just the second member from a NCAA Division III institution to do so, an accomplishment he doesn’t take lightly. He hopes his time is something that others can look up to and aspire for.

Giving a voice to the one-person shops with small budgets and a lack of resources was most important to Sam during his tenure. He sees receiving this Warren Berg Award as a testament to what hard work and selflessness can do for someone, even at the smallest of schools.

“This award means more to me than I can explain,” exclaimed Atkinson. “For those that have received it before me, thank you for paving the way. And for all those that will come after, I hope I have shown that there are strong voices at the college division level that care and want this organization to succeed well into the future.”