One of the most important lessons in sport communication is that while sport is a multibillion-dollar industry, it ultimately runs on relationships. Media rights, marketing campaigns, brand storytelling, and digital engagement are powered by people who trust and collaborate with one another. For this semester’s Sport Professional Penpal assignment, I had the opportunity to formalize a professional relationship that has already played a significant role in my development.

My selected sport industry professional is Ryan Parncutt, Director of Athletics Marketing and Social Media at Old Dominion University.

About Ryan Parncutt

Ryan Parncutt serves as the Director of Athletics Marketing and Social Media for ODU Athletics. In this role, she oversees the branding, digital strategy, and promotional efforts for ODU’s athletic programs. Her responsibilities include managing the university’s primary athletics social media platforms, developing marketing campaigns for game-day promotions, enhancing fan engagement strategies, and ensuring consistent brand messaging across all digital channels.

Her position sits at the center of modern sport communication—where storytelling, analytics, fan engagement, and brand management intersect. In today’s sport media environment, directors of marketing and social media are not just posting content; they are shaping how institutions are perceived, how athletes are represented, and how communities connect to teams.

How the Connection Was Made

Unlike a traditional cold outreach, my recruitment process was built on an existing professional foundation. As a Graduate Assistant for ODU Women’s Basketball, I work directly within the athletic communication ecosystem, running our team’s social media platforms. Because Ryan oversees ODU Athletics’ broader social media presence, our professional paths frequently intersect.

Through prior collaboration, shared strategy discussions, and coordinated content efforts, I have seen firsthand how she navigates leadership within sport communication. When this assignment required identifying a professional penpal, I reached out respectfully and explained the purpose of the project. Given our working relationship and shared interest in digital sport communication, she graciously agreed to serve as my professional contact for the semester.

Why This Relationship Matters

What makes this connection particularly meaningful is that it reflects the collaborative nature of sport media. As someone actively working in women’s basketball social media, I understand how much strategy goes into every campaign, post, and digital activation. Having a mentor who operates at the department-wide level provides invaluable perspective on leadership, long-term branding, and cross-program coordination.

This assignment reinforces a powerful truth about the sport industry: access and growth happen through authentic relationships. Sport communication is not just about content—it is about connection.

I look forward to continuing to grow this professional relationship throughout the semester and learning more about strategic marketing, digital innovation, and leadership in collegiate athletics.