The roar of the crowd, the tension of a close game, and the thrill of competition. College sports are a spectacle. But behind every seamless game day is a team of unsung heroes behind the scenes working to make it all possible. At Illinois State University, people like Apryl Smith, Alex Cain, and Mike Williams work behind the scenes to make the experiences athletes and fans enjoy possible. Recently, they discussed the frustrations, rewards, and twists and turns that characterize their working lives.
During a recent panel, Illinois State University’s (ISU) Apryl Smith, Alex Cain, and Mike Williams revealed the pressure, passion, and unpredictability of managing sports at the collegiate level.
Apryl Smith's journey into sports marketing started with minor league baseball before she joined ISU. Now the assistant director of marketing, she’s responsible for engaging fans and creating an unforgettable game-day experience for all 19 of ISU’s sports.
Her role extends far beyond the stands. “The main sport that I oversee is volleyball,” Smith explained. “I'm also secondary to football and women's basketball. I'll help out with men's basketball, baseball, and basically any sport at this point,” From organizing student section promotions, planning themed game nights, to working with social media personnel, she wants to engage fans throughout the year.
Marketing doesn’t stop when the season ends. Smith detailed how ISU maintains fan excitement during the off-season. “We do community events, like farmer’s markets and local festivals, to keep our presence strong. We also use social media to tease upcoming seasons and highlight past successes.”
As game operations assistant athletic director, Alex Cain is responsible for ensuring everything runs smoothly during events. A former college baseball player, Cain brings the same intensity and adaptability to the job he once employed on the field.
His work responsibilities are vast: coordinating with visiting teams, handling officials, ensuring security, and dealing with unexpected issues. “A football game day for me starts at 5:30 AM and can last 15 hours,” Cain said. From meeting officials, checking on the field setup, handling security briefings, and making sure everything is in place before kickoff, Cain’s day is always full speed ahead.
His job also requires quick thinking. During a basketball game, an on-court incident saw players squaring off. Cain, in a suit, leaped over two rows of chairs to intervene. “I knew every second mattered,” he recalled. “My job is to make sure things don’t escalate, and I have to react fast.”
For over 20 years, Mike Williams has been the voice behind Redbird Athletics' communication efforts. As the associate athletic director of communications, he’s the bridge between the teams, media, and public.
Williams’ role becomes especially critical in moments of crisis. ISU suffered a devastating loss ten years ago, when a plane that was carrying staff and boosters crashed, resulting in the deaths of everyone on board. The communications team at ISU was tasked with protecting the families from media intrusions all while ensuring ISU's response was timely and respectful.
“We have to keep the media off these families' lawns. We've got to protect the families at all costs right now,” he recounted. “My whole brain switched off and that was my only focus for about four days.”
Crisis communication isn’t just about tragic events. From managing negative press around athletes to ensuring smooth media coverage for high-profile games, Williams must balance transparency with discretion. “Every situation is different,” he explained. “You have to act fast, trust your training, and make sure the story stays controlled.”
The panelists also addressed the toll of working in athletics, where long hours and high stress are normal. Finding personal time is a challenge. “I try to be present when I’m home,” Williams said. “But during crossover seasons, I might have something every single weekend.”
Cain echoed the sentiment, adding that burnout is common. “I try to make sure my staff takes breaks when they need to. But balancing work and personal life is one of the hardest parts of this job.”
Despite the challenges, the panelists agreed that their love for the job outweighs the difficulties. The joy of seeing a packed stadium, the satisfaction of executing a flawless game day, and the pride in telling athletes’ stories keep them coming back every season.
All three ISU employees emphasized the importance of gaining hands-on experience to help open doors in the sports world. Internships, volunteer work networking. “Every one of us started in your seats, reaching out to someone for an opportunity,” Smith said to the audience. “Don’t be afraid to send that email.”
At the end of the day, sports are about much more than just game day. They are about the people on the field and behind the scenes, who make it all happen. And thanks to professionals like Smith, Cain, and Williams, Redbird Athletics continues to soar.
Strategic Sports Communication, Tom Lamonica, Illinois State University
