Kelsey Whaley helps steer St. Thomas athletics communications in Division I era

Kelsey Whaley is shaping how the University of St. Thomas presents its athletics program as the school settles into NCAA Division I competition in the crowded Twin Cities sports market. Her role focuses on media relations, storytelling and brand development as St. Thomas looks beyond its transition years and defines its long-term identity.

Why it matters: - St. Thomas is trying to build a lasting Division I identity after moving up from NCAA Division III. - Athletic communications now plays a central role in helping the university stand out in a market crowded with professional and college teams. - The school’s next challenge is not just earning coverage, but defining what the St. Thomas athletics brand represents.

What happened: - Kelsey Whaley serves as Assistant Athletic Director for Athletic Communications at the University of St. Thomas. - Whaley leads media relations, storytelling and brand development for the athletics department. - St. Thomas has entered its first year of NCAA postseason eligibility after the Division I transition. - Whaley is helping guide how the university is represented to media, fans, alumni, students and the broader Twin Cities community.

The details: - The Twin Cities media environment includes the Minnesota Vikings, Minnesota Twins, Minnesota Wild, Minnesota Timberwolves, Minnesota Lynx and the University of Minnesota. - Whaley describes St. Thomas as competing for attention alongside nearly every major professional and collegiate sports organization in the area. - The university has already completed many of the milestone moments that generated headlines during the move to Division I. - The current focus is shifting to long-term storytelling, audience connection and brand definition. - Whaley’s role includes identifying narratives that can distinguish St. Thomas across multiple platforms. - Her career includes roles at Luther College, St. Cloud State University, St. Catherine University and the Minnesota Intercollegiate Athletic Conference. - Her experience spans media relations, statistical reporting, sports journalism, branding and multi-platform storytelling. - Her work has covered radio, television, digital and print channels. - She earned Bachelor of Arts degrees in Communication and Media Studies and Music from St. Norbert College. - Whaley graduated Magna Cum Laude with a 3.89 GPA and is a member of Phi Kappa Phi.

Between the lines: - St. Thomas has moved from a phase of transition-driven news to a phase that requires sustained identity building. - Whaley’s background suggests the role demands both technical sports knowledge and broad communications instincts. - Her emphasis on mentorship, perseverance, teamwork and continuous learning reflects the leadership style she brings to a high-pressure, highly visible job. - Her advice to young women in athletic communications is direct: do not shrink yourself to make others comfortable.

What's next: - St. Thomas will keep building its Division I profile as Whaley and her team develop the stories that define the program’s next chapter. - The athletics department will continue competing for attention in one of the nation’s most crowded sports markets. - Whaley’s focus remains on helping the university communicate a clear, recognizable identity over time.

The bottom line: - As St. Thomas settles into Division I, Whaley is helping turn a transition story into a long-term brand strategy.

Learn More about Kelsey Whaley