Matt Roberts

Background

About Matt Roberts

Over the past 14 years, I have built a career that reflects both my passion for storytelling and my determination to outwork everyone around me. From my early days covering Friday night football in West Texas to directing communications for Baylor University’s most visible athletic programs, I have taken on every role with the same mindset: work harder, build stronger relationships, and deliver results that elevate both the brand and the people behind it.My path has been unique, moving from television to leading communications in higher education, but the throughline has always been the same—developing compelling narratives and cultivating long-lasting relationships. In my current role as a director of athletic communications, I have overseen media relations and content strategy for eight Division I programs, managed high-visibility social channels with hundreds of thousands of followers, and worked daily with reporters, editors, executives, and athletes. I have led award campaigns for athletes who became NBA and PGA Tour professionals, produced sponsor-driven video content, and guided Baylor’s brand presence on some of the biggest stages in college athletics.Before Baylor, I spent nearly a decade in broadcast journalism, where I built sports departments from the ground up, produced and anchored nightly sportscasts, and reported from NFL sidelines, NCAA tournaments, and everything in between. Those years taught me how to thrive under pressure, pivot quickly, and connect with communities I had never been a part of before—always leaving behind relationships built on trust, respect, and authenticity.What sets me apart is not only the breadth of my experience, but also the consistency of my approach. At every stop in my career, I have built lasting professional relationships, whether with local high school coaches, national media figures, or university leaders. My ability to connect, collaborate, and earn trust has been as valuable as my skills in writing, editing, and content creation.