Claire Cruz has this month’s CSC Women To Watch spotlight. She joined the UTRGV Athletic Communications team in January 2022. She was promoted to Assistant Director of Athletic Communications on November 1, 2023.
Cruz is the primary media contact for volleyball, men’s and women’s tennis, and track & field/cross country. She handles feature writing to highlight the achievements of the athletic department and its student-athletes and live-clipping and live-tweeting for UTRGV's broadcasted sports and major departmental events. She is a member of the College Sports Communicators (CSC) Young Professionals and CSC Women committees.
In July 2023, Cruz was recognized by CSC as the Fred Stabley Sr. Writing Contest District 6 Runner-Up in the Social Justice/Diversity & Inclusion category for her story on Jeanny Trahan, UTRGV's first women's athletic scholarship recipient.
Cruz attended The University of Texas at Austin and covered sports for the Daily Texan.
Claire Cruz covering a men’s basketball game against Seattle U at the UTRGV Fieldhouse and a women’s basketball road game on Jan. 11, 2024.
(photo credit: Tori Alvarado)
Why (and what made you decide) to work in this profession? Your background is in journalism, serving as a sports writer and lead staffer at the University of Texas’ The Daily Texan campus newspaper, then serving as a journalist in south Texas and writing for Texas High School Baseball.
CC: I got interested in the profession because of my time on the sports staff at The Daily Texan. I spent two seasons as the beat writer for Texas softball and developed a great relationship with Brian Davis, who was the softball SID at the time. Talking with him about the job, and watching all the athletic communicators I worked with covering other sports, made me realize there were a lot of similarities in sports communications to being a sports journalist - but also some cool differences.
I loved my time as a prep sports reporter and working in the newspaper world, which had been the dream for a long time, but the pandemic took a toll on local newspapers and by May 2020, I was the only sports reporter on staff. After a year and a half as the only full-timer, I needed a change.
Just my luck, right when I started exploring other job options, I saw that UTRGV Athletics was looking for an athletic communications assistant. I knew this would be a place I could use and improve my journalism skills, and also test myself in other aspects of storytelling and media relations and learn a lot of new things. I was also excited about joining an athletic department with so many big things on the horizon and being a part of growing something so important to the place I call home.
What skills and insights from your time as a young reporter best serve you in your current position as a sports communicator and storyteller?
CC: Attention to detail is a big one, along with understanding the importance of relationships. As a journalist, you have to find stories and determine the most effective ways to tell those stories. So, whether I’m hanging out at practice or watching huddles at games or even talking to frequent fans of my teams, I’m taking notes on everything.
In a similar sense, I know how important it is to simply be present. Building and maintaining relationships based on trust, consistency and respect is massive in sports media. The more you’re around your student-athletes and coaches, the better the communication will be, which benefits so many areas of this job. You also get a better sense of each team’s vibe and that helps you cover each program a little differently.
When you’re working in sports media, you’re covering people who care deeply about their craft, and it’s important that they know you see and respect that, and that you promote them and their team with a similar passion.
What’s your favorite thing about your job?
CC: Being around sports all the time! Anyone who knows me will tell you that my entire personality basically boils down to two things: my dog and sports. I’ve loved sports my whole life and pretty much always knew I wanted to do some kind of work that would allow me to be around athletics a lot. Watching, talking about, learning about, diving deep into the history of…doesn’t matter what I’m doing, I just really love being around sports and working with others who love them (almost) as much as I do.
....Least favorite thing about your job?
CC: Am I allowed to say Stat Crew and the old, cranky laptop we use for the program? Also, it’s not great missing so many evening walks with my dog, but there are worse reasons to be away than being at a sporting event!
Claire Cruz talks to UTRGV creative and multimedia specialist Kristella Cruz at the track & field Orange & Gray intrasquad meet on Dec. 1, 2023, held at the UTRGV Soccer and Track & Field Complex. (photo credit: Levi Escamilla)
What are the greatest rewards you have experienced as a young professional?
CC: I’m a storyteller at my core. I love hearing people talk about things they’re passionate about and being able to put their stories into words in a way that makes others feel that passion. So, for me, the greatest rewards are when someone tells me that an article I wrote resonated with them or really meant a lot to someone. I still have a recording of a voicemail a grandmother left me some four years ago after I wrote a feature about her grandson!
I’m a very passionate person and I put a lot of care into my craft, and it’s really special when someone can feel that through the work.
What do you wish you had known before you started in this industry?
CC: Definitely how much multitasking is required to do this job! I mean, I can’t type out a text message while someone is talking to me because I’ll confuse the words. But oh boy have I learned how to do 10 things at once while in game mode, especially during crossover season!
I wish I’d been more aware of and prepared for the balancing act this job requires, especially since I’m so intense when I work, but it’s been cool to see my growth in that area.
Let's use a looking glass - Where do you think you'll be in five years? 10 years?
CC: This is a hard one. I really love being in athletic communications, honestly probably more than I expected when I shifted over from straight-up journalism. I think I’ll still be here enjoying the growth of UTRGV Athletics in five years.
Ten years down the road, who knows? I’m really proud of the job we’re doing in the Valley and I’ll keep giving this role my all for as long as I’m fortunate enough to be here.
Cruz with her dog, Teddy, at their family’s ranch in Lyford in 2021.
Rapid fire with Claire:
What emojis do you use most?
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Work related: 
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Personal: 
My biggest inspirations are…
My parents have always been tough, hard-working and extremely supportive people. When others have told me something would be too hard, they’ve told me why I’m capable. They inspire me.
Last movie you went to or streamed?
Last movie I saw in theaters was Barbie (I go to the movies like once a year when my friends take me, lol).
If your job gave you a surprise three-day paid break to rest and recuperate, what would you do with those three days?
I would spend the entire break with my dog, Teddy. We’d walk, play and sleep and act like the rest of the world didn’t exist.
My go-to person when I need help...
At work, (senior associate AD) Jonah (Goldberg) and (assistant AD for communications) Danny (Elizondo) are always reliable. With basically anything else, my best friend Meesha is as consistent as they come.
My favorite family recipe is... My dad’s brisket.
You have a free evening!…Would you rather play a game, visit a relative, watch a movie, or read?
I’m far too competitive to play a game if I’m trying to relax. Give me a good longform feature to read!
What’s the most interesting thing about you that we wouldn’t learn from your resume alone? As in, you’d be surprised to know this about me…
I love baking and looked into working at a bakery before accepting my job at UTRGV.