Mizzou Athletics Bolsters Content Department with Creation of ‘Skyward Productions’
5/6/2026 12:20:00 PM | General
Mizzou Athletics Bolsters Content Department with Creation of 'Skyward Productions'
COLUMBIA, Mo. — Mizzou Athletics today announced a continued investment in creative content capabilities with the launch of Skyward Productions, an expanded creative unit that adds to the athletics departments' content capacity. Designed to elevate storytelling, enhance fan engagement and drive revenue in the rapidly evolving landscape of college athletics, Skyward Productions complements Mizzou's current content structure and represents the next phase of a long-term investment in creative content — one that has expanded Mizzou's capabilities in branded storytelling, marketing, ticket sales initiatives and third-party Name, Image and Likeness (NIL) opportunities across photography, video and graphic design.
The unit is overseen by Senior Associate Athletics Director Michael Schroeder and Associate Athletics Director Dave Matter and led by Creative Director Sydney Echelmeier, who joined Mizzou last summer following her work with international sports marketing agency Two Circles, the Los Angeles Rams and the Kansas City Chiefs. A Columbia native, Echelmeier brings a strategic blend of storytelling and brand development experience to the role.
The creative unit is already bringing that vision to life with its first major project, "Skyward: A Golden Path Forward," a multipart documentary series chronicling how Veatch and Mizzou Athletics are navigating the new era of college sports. The trailer for Episode 1 is now available, with the full episode set to premiere on YouTube at 7 p.m. Wednesday, May 6.
"From day one, our goal has been to build a modern creative structure that matches where college athletics is headed," Director of Athletics Laird Veatch said. "What you're seeing with Skyward Productions is the continuation of that vision. We've been intentional in investing in people, strategy and resources to ensure Mizzou is positioned to lead in how we connect with fans, support our student-athletes and grow our brand."
The name Skyward Productions reflects both tradition and ambition. Drawn from the Mizzou fight song — "Fight, Tiger, you will always win, proudly keep the colors flying skyward" — the brand signals a shift from content creation to content impact, with a focus on shaping how Mizzou is experienced and remembered.
"This creative expansion is intentional and forward-looking," Echelmeier said. "We're aligning creative strategy with the realities of today's college athletics model — from NIL opportunities to revenue generation — while still delivering authentic, compelling stories. Skyward Productions, along with our team-focused Creative Directors, gives us the infrastructure to operate at a championship level creatively."
Under Echelmeier's direction, Skyward Productions features a talented and versatile staff, five of whom have been hired since July 1, including Echelmeier:
- Photo Director Will Burris
- Videographer Kyle Button
- Multimedia Specialist Tyler Edwards
- Videographer Cole Erlemeier
- Assistant Photo Director Violet Lewis
- Multimedia Specialist Nate Samel
As part of the creative expansion, Mizzou Athletics elevated several staffers into embedded Creative Director roles in July 2025, placing them directly within sport programs to enhance collaboration and sport-specific storytelling: Ethan Halverson (baseball and wrestling), Dayton Hunt (women's basketball), Tim Reusche (men's basketball) and Katie White (softball and volleyball). Mizzou is hiring a new Creative Director to oversee gymnastics, soccer and tennis content.
Skyward Productions will work in close collaboration with these Creative Directors, as well as Mizzou Football Director of Branding and Content Strategy Patrick Perala and staff, plus Mizzou Sports Properties and Every True Tiger Brands, to ensure a unified, strategic and innovative approach across all platforms.
