by McKenzie Leary, Class of ’26

Sam Katzman ’15 has spent his career proving that great storytelling is just as essential to sports as the game itself.

As a lifelong sports fan, Katzman knew from a young age that he wanted to be in the industry, just not on the field.

“I knew pretty early on that if I wanted to carve out a career for myself in sports, it would have to be working in the office,” he said.

From that point forward, Katzman dedicated himself to finding a path to the world of sports media. He first discovered his passion for storytelling as a writer for his high school newspaper. When it was time to make a college decision, Katzman, a devoted Ducks fan, saw the UO School of Journalism and Communication (SOJC) as the perfect place to develop his skills.

At UO, Katzman was involved in student media and athletics communications. He spent all four years working on FLUX magazine, progressing from an intern his first year to feature writer, managing editor and finally editor-in-chief as a senior.

In addition to FLUX, Katzman worked from his sophomore to senior year with the UO Athletic Department’s communications team. A highlight from this time was writing senior profiles for football gameday programs. He was also a member of Delta Sigma Phi fraternity.

Finding a mentor and a lifelong friend

Katzman formed strong relationships with the SOJC faculty during his time at UO. One of his most influential mentors was Professor of Practice Charlie Butler.

Butler, who started teaching at UO during Katzman’s senior year, was the faculty advisor for FLUX magazine when Katzman was editor-in-chief, and the two instantly developed a strong connection.

“The big thing about coming to the SOJC is learning to tell people’s stories,” Butler said. “Sam was doing it then and continues to do it now. He’s married the ethos we have here to his professional career.”

The two remain in touch today, 10 years after meeting. Butler even attended Katzman’s wedding in 2023.

Reflecting on his relationship with Butler, Katzman said, “I really encourage every student at the UO to find someone who can look out for them and be a mentor figure. I was lucky to have several at the SOJC.”

After graduation, Katzman landed an internship at 1859 Oregon’s Magazine in Bend, Oregon. He also freelanced for The Source Weekly, a free magazine covering Central Oregon. While grateful for the opportunities, Katzman was still searching for a role that combined his love of storytelling with his passion for sports. That’s when he came across an internship opportunity with NFL Films.

Good storytelling led to NFL sports media job

Katzman doubted whether he was qualified for the position at NFL Films, but he applied anyway.

“They made it clear that the No. 1 thing they look for is: Can you tell a story?” Katzman said. “If you can write a good story, they can work with you on putting together the edits.”

He secured a three-month internship with the NFL, which turned into a position as a production assistant. Over the next several years, he took on increasing responsibilities and worked his way up to associate producer. Katzman worked on a wide variety of projects, and his favorite was the NFL Top 100. He is most proud of an NFL Films Presents feature story he produced for Alan Roach.

In 2018, he won a Webby Award for his work on the sports reality TV series Hard Knocks’ first digital campaign. The following year, Katzman won an Emmy for his editing on the NFL’s 100 Greatest digital series.

Left, Sam Katzman ’15 trails behind Kansas City Chiefs tight end Travis Kelce to shoot video. Katzman creates videos for Kelce and other professional athletes. At right, Katzman, far right, films from the stage at Kelce Jam, a music festival in Kansas City hosted by Kelce.

The key to success is being adaptable

While Katzman had initially focused on writing during his time at UO, he quickly realized how important it was to be adaptable.

“The SOJC does a really good job of helping students focus on what they like and what they’re good at,” Katzman said. “But they also require students to dabble in everything.”

That versatility prepared him for his current role as head of content at A&A Management Group, where he works on social media production for professional athletes, such as Kansas City Chiefs tight end Travis Kelce, Cleveland Browns cornerback Denzel Ward and Durham Women FC soccer player Kaila Novak.

Katzman sees his work as an opportunity to highlight athletes’ unique stories and make them more relatable to fans.

“People have the impression that these guys are superhuman,” Katzman said. “They are as athletes, but they are also very human, and they have feelings just like you and me.”

Katzman believes that great storytellers listen to the world around them and are passionate about sharing what they have observed.

“Be curious and shine a light or hover a magnifying glass over things that interest you, and take what you've illuminated and help others see it and understand it,” Katzman said.

From his start in high school news to working with some of the biggest names in the industry, Katzman has built a career on his belief that storytelling is at the heart of sports. Whether through writing or multimedia narrative production, he continues to prove that the most compelling moments happen not just on the field but also as part of the athletes’ stories.

McKenzie Leary is a third-year public relations major in the UO School of Journalism and Communication, minoring in global studies. She is passionate about creating multimedia narratives, traveling and advocacy. McKenzie loves having the opportunity to share people’s stories and is also working on a novel.