As a child, alumna Erin Exum (‘10) dreamed about becoming a sideline reporter.
This dream brought the Florida native and fervent Tennessee Vols fan to the University of Tennessee, Knoxville, to study journalism. However, not long after, she realized being a reporter was not her calling after all.
But, that didn’t deter her from finding a way to still tell impactful stories from the sidelines.
For eight years, Exum worked for different NFL organizations leading their media relations and communications efforts. She later took her communications expertise to Electronic Arts (EA) Sports where she currently leads efforts to grow their Madden brand as the director of integrated communications for Madden and College Football.
Exum was recently named to the Volunteer 40 Under 40 Class of 2024. The annual award recognizes alumni under the age of forty who have excelled personally and professionally since completing their degree.
“I’m honored to be recognized,” Exum said. “It’s very exciting and it makes me feel good about all the work that I’ve done in my career and to represent Tennessee.”
Exum describes her time at UT as the best four years of her life. As a student she got involved with The Daily Beacon reporting on different sports. She also was a member of Chi Omega.
She got a job working for Tennessee Athletics while in college and was introduced to sports communication. At Tennessee Athletics, she supported the behind-the-scenes for the Lady Vols basketball and soccer teams. She wrote press releases, set up media interviews with coaches and players, compiled game statistics, produced media guides, pitched stories to local media outlets, and more.
She learned about the sports communication industry from mentors such as Associate Director of Strategic Communications Eric Trainer, who helped her understand how to tell stories off the field.
She is also appreciative of the mentorship of Associate Athletics Director of Strategic Communications Tom Satkowiak, who helped her become better at understanding basketball and asking questions. She said their guidance still benefits her to this day.
After graduating from UT, Exum applied to 31 of the 32 NFL teams for an opportunity to work in their media relations departments. Exum said she was fortunate that the Jacksonville Jaguars decided to hire her.
She worked on compiling statistics, setting up media interviews, managing community events, traveled with the team, and more. The experience with the Jaguars opened up other opportunities for Exum, who went on to work for the San Francisco 49ers and the Oakland Raiders—now the Las Vegas Raiders.
Aside from the traveling and the excitement of a typical NFL game, Exum enjoyed telling the players’ stories off the field. She said a number of players have philanthropic efforts they support and she enjoyed helping them spread the word about the good they are doing.
She also enjoyed telling the players’ own personal stories of overcoming adversity to be successful in the NFL. She particularly enjoyed working with players and The Players’ Tribune, a sports media company that provides athletes a platform to tell their stories directly to fans.
Exum eventually made her way to EA Sports. She said leaving the NFL was challenging but finds her new role rewarding. She leads several different teams focused on advancing the Madden name and brand through social media, traditional public relations, event planning, and developing special fan experiences for those who play the video game. She will soon lead the athlete marketing team, which works with NFL players as they relate to the Madden brand.
Even in her new role, Exum still finds ways to tell stories, especially those that resonate with her personally, such as encouraging more women to get involved in sports. During this year’s Super Bowl Week, she worked on EA Sports’ “Field the Future” event, which focused on empowering women in gaming and sports.
She particularly enjoys sharing her experiences to motivate other women to get involved in sports. Exum said women are still underrepresented in this space and she hopes to encourage more to break into the industry like she did.
Exum strongly believes the mentorship, resources, and opportunities made available to her at UT contributed greatly to the success and experiences she enjoys today. That is why she always makes time to return to her alma mater to help uplift and support the next generation of communicators. This could include sharing her personal experiences, assisting with resumes, and sharing potential job opportunities.
Exum said her parents were also a big source of inspiration for her as a student. If they hadn’t encouraged her while in college to get involved and take chances, she would not have pushed herself like she did. She hopes her encouragement has the same effect on future Vols she talks to.
“I’ll come to Tennessee and talk to anybody, anytime they want me to,” Exum said.