Behind the Lens: Annika Russell’s Journey in Sports Media and Breaking Gender Barriers
By: Violet Thomas
For most people, sports are simply a source of entertainment, but for Annika Russell, a junior studying creative advertising, they’re much more. For Russell, sports fuel her passion that’s shaping her path in sports media and pushing her to redefine what’s possible in the field.
Russell’s love for sports started early. Whether she was watching or playing, the game was always part of her life. It wasn’t until after she joined her high school’s broadcasting program that she realized she could turn that passion into a career.
Since arriving at MSU, Russell has combined her love for sports with the skills she’s gained in her creative advertising classes. Through hands-on projects and coursework, she’s developed the skills to tell compelling stories behind the camera. Her dedication paid off when she landed a summer 2025 internship with the Greenville Flyboys, a baseball team in Tennessee, where she focused on video production.
“I’ve gained a lot of skills I can apply to my jobs,” she said. “My bosses really appreciated my creativity; they complimented me on coming up with new ideas and going beyond the bare minimum. I wasn’t just doing what was expected; I was pushing myself to think outside the box. A lot of that creative thinking came from what I learned in my classes.”
However, her journey hasn’t been without challenges. As she began to immerse herself in the world of sports media, Russell encountered the reality of working in a male-dominated field.
“I’ve had people question me for simply talking to players while doing my job, asking things like, ‘Why are you talking to them?,” said Russell. “But the reality is, if I were a guy doing the same thing, no one would say a word.”
Despite these obstacles, Russell remains determined to break gender barriers and continue pursuing her love for sports and encourages other women to do the same.
“I think sometimes it can be intimidating,” said Russell. “But if you go in with the right intentions, there’s nothing to be afraid of. The right workplace for you is where people will still respect you and admire your work ethic, regardless of your gender.”
To build a sense of community within her major, Russell joined the MSU Association for Women in Sports Media (AWSM), a student organization connecting women in sports media. Through AWSM, Russell has been able to gain insights from other professionals in the field.
“We get to connect with alumni who are now out in the professional world and hear about their experiences,” said Russell, “As a woman in this field, it’s especially inspiring to see other women — especially those who went to Michigan State and were in the same programs as us —succeeding in real-world environments.”
To learn more about the MSU Association for Women in Sports Media, visit: Association for Women in Sports Media at Michigan State University – Michigan State University.
