College Sports Information Directors of America

Lifetime Achievement Award
Presented to individuals who have served at least 25 years in the athletics communications profession (as of July 2025) who are retiring or leaving the profession. Years of service vetted by the Special Awards Committee. 

Claude Felton – University of Georgia (retired)

One of the legends in college sports communications, Claude Felton retired from his official University of Georgia position as the Loran Smith Senior Associate Athletic Director on Jan. 31, 2024. He continues to serve at UGA on a part-time basis, working on numerous projects.

A cornerstone of the University of Georgia Athletic Association since 1979, Felton was named Georgia's sports information director in July of 1979 after serving as the director of public relations at Georgia Southern University. Over the last 45-plus years, Felton mentored countless individuals and became a leader in college athletics.

During Felton's tenure as sports information director, Bulldog athletic teams won 136 Southeastern Conference titles and 47 national championships. Felton was a part of three football National Championships, seven SEC Championships in football and 415 wins over 44 seasons on the football field. He also was a trusted advisor for Coach and Athletic Director Vince Dooley, coaches Ray Goff, Jim Donnan, Mark Richt and Kirby Smart, as well as athletic directors Greg McGarity, Damon Evans and Josh Brooks in addition to many long-tenured coaches across all sports.

Among his numerous honors and accomplishments, Felton was inducted into the (CoSIDA) College Sports Communicators Hall of Fame in 2001, and into the Georgia Sports Hall of Fame in 2024. Felton also received CSC's 2004 Arch Ward Award for outstanding contributions and commitment to sports communications.

Felton served as media coordinator for 18 NCAA national championship events and worked at two Olympic Games, serving as press liaison staff for the U.S. Olympic Committee at the 1984 Los Angeles Olympic Games and was the press venue chief for the soccer venue at the 1996 Centennial Olympic Games.


 

Herb Vincent, Southeastern Conference (SEC) Associate Commissioner/past CSC President: "Claude Felton is a legend in the Southeastern Conference for his loyal dedication to the University of Georgia, generous service to the SEC and unrivaled support of the media. His combination of honesty, humility, diligence and reliability is widely recognized and respected by coaches, administrators and members of the media across the country. Claude has set a standard of excellence for communications professionals for years to come."

Bill Hancock, College Football Playoff Executive Director (Retired)/CSC Hall of Famer: "Claude set an example for all of us with his calm, kind personality. I have worked with him for 40 years and have never seen him flustered or surprised. He is a true legend."




Felton looking back on his award-winning career…
As most everyone in this profession knows, and understands, these jobs are hard work and long hours. But whatever job and profession an individual pursues, the most important thing is to love what you are doing. If you do, it won’t seem like “work.” We are in a college sports industry that has been changing by the minute but the things that don’t change are the value of hard work, developing relationships, and vision for what may be coming next and methods of adapting to new landscapes.
 
Discussing career highlight moments…
The job has also provided opportunities to travel and see places that never would have been possible. I’ve been in some of the greatest sports venues all over the country and worked with some of the greatest coaches and athletes in the history of college athletics. I’ve been unbelievably blessed to be on site for three UGA football national championships but also a total of 48 national championships in all sports and each one has been a very special thrill.  

Among his best memories was time with his staff…
Despite unavoidable challenges, hurdles, and roadblocks, there has not been a day when I did not look forward to being in the office. The job provided an unbelievable opportunity to spend time with talented media relations professionals, staff, coaches, athletes, administrators, and media from national networks all the way down to radio stations and weekly newspapers. I’ve been blessed with a group of full-time staff, graduate assistants and undergraduate students who have done remarkable work - amazing work - and are the ones responsible most of the time for making me look good. One of the most gratifying rewards has been seeing these staff members and students advance and move on to do great things in professional and college athletics as well as achieve significant things in other professions. 

Reflecting on the biggest professional changes and challenges over the years…
I often get asked what have been the greatest changes in your profession over your tenure -- no doubt the remarkable advances in technology and specifically communications technology.  And who knows what will come next?  While these technologies have greatly enhanced our profession and ability to communicate, they have also led to a decline in personal and in-person communications.  Despite these incredible advances in communications technology, there’s still nothing better than interpersonal communication.  The development and maintenance of personal relationships is still the formula for getting important things done. It’s these personal relationships that have been the most rewarding benefit of this profession.