Diane Nordstrom, Associate Director of Brand Communications for Wisconsin Athletics, holds the 2021 NCAA Women's Volleyball Championship trophy. The photo has the logo of

My Words: A Badger Through and Through

By Diane Nordstrom, Wisconsin Track & Field Alumnus and Associate Director of Communications (Retired)

My relationship with Wisconsin Athletics began in the fall of 1980 when I started my freshman year at the UW. Being a Badger was somewhat of a family tradition as one brother and two sisters had attended Wisconsin. 

I was the only one who would become a student-athlete, walking on to the women’s track and field team. In high school, I won a state championship in the shot put as a junior and finished second as a senior. 

Surprisingly I was also a sprinter, qualifying for the state meet as a senior in the 4x100-meter relay, finishing seventh.

Diane Nordstrom throwing the shot put for Wisconsin Track & Field
Diane Nordstrom throwing the shot put for Wisconsin Track & Field

As an athlete, I scored in four Big Ten Championships, primarily in the shot put but I also scored in the discus after setting the school record in the event twice during my career. 

My personal best at the time (1984) was 158 feet, 5 inches, a mark which no longer ranks in the top 10 of the UW all-time list! That just shows you how much training and coaching has improved over the years.

As a team, my Badgers won six of eight Big Ten indoor and outdoor championships behind extraordinary head coach Peter Tegen. 

1984 Wisconsin women's  track & field team
Wisconsin women's  track & field team celebrates winning the 1984 Big Ten outdoor championships

Photo 1: 1984 Wisconsin Women's Track & Field team. Diane Nordstrom is standing back row, fourth from the left. Photo 2: The Badgers celebrate the 1985 Big Ten Outdoor Championship and carry head coach Peter Tegen on their shoulders. 

Peter was and still is an amazing influence in my life. After my track career, I had the chance to work with his cross country and track teams as a member of the sports information staff. His zest for life as well as his sometimes unbelievable stories are something I will never forget and have inspired me to go out and explore. Peter is also an incredible musician, making him a true renaissance man. 

In the throws, I was coached by Loren Seagrave for two years and Wisconsin All-American Jeff Braun for two years. As a freshman, I thought everyone threw as far as Jeff! Little did I know what a special athlete he was as well as an outstanding coach. 

Both the men’s and women’s throwing corps changed a lot during my career. 

In my first season, I was sometimes the only thrower competing at meets while by my senior season, we had one of the strongest throwing squads in the Big Ten. 

We had an amazing group of both female and male athletes that became my throwing family, sharing hours of training and lifting as well as memorable road trips, group dinners and nights out. Two honors that stood out for me were winning the Most Improved Award as a sophomore and being named a team captain as a senior.  

Diane Nordstrom
Wisconsin hosted the 2008 Big Ten Men's Indoor Track & Field Championships in the Shell. Diane and Mary Grinaker hold up the championship trophy won by Wisconsin.

As a journalism major, I was hoping to become a newspaper reporter but fate would step in during a chance meeting in a parking lot outside of Camp Randall Stadium. After my four seasons in track, I needed an extra semester to finish school so I contacted Tam Flarup, who was then the director of women’s sports information, to gain some work experience. Even though I would only be able to work in the office for a few months, Tam gave me a chance to gain the experience I needed but also start me on a different career. 

After my graduation in December, I didn’t have another job lined up so Tam asked me if I could continue to work in the office during the spring of 1985. That started a two-year internship within the department and a memorable nearly 40-year career in sports information or athletic brand communications as it’s called now. 

Diane Nordstrom being interviewed by Jon Arias in a game versus Rutgers on Nov. 25, 2017

Tam was an incredible mentor, teaching me the profession but also introducing me to members of the College Sports Information Directors of America (now College Sports Communicators) Hall of Fame, organization leaders and fellow SIDs (Sports Information Directors). 

But more importantly she taught me how to stand out as a woman in a profession that is (still) male dominated. 

I remember meetings at the organization’s national convention where a pioneering group of women got together to establish ways to support women in the profession. Nothing like being a bit of a rebel – a trait I carried over to my career in supporting my teams, coaches and athletes. 

Diane Nordstrom with NCAA Volleyball 2023 Regional Trophy inside the UW Field House

When I first started in sports information, we did not have computers so we wrote releases on typewriters before mailing them out to media outlets. I remember many an hour sitting on the floor of Tam’s office, folding releases and stuffing them into envelopes. We also had to call in results to newspapers. 

All in-game statistics were done by hand so it would be up 30 minutes after an event for final stats to be available. There was no such thing as live stats! All photos were taken on film or slides, and there was very little television coverage, especially for women’s sports. 

Desktop computing was just one of the things that changed the sports information profession as well as fax machines then email. Computerized statistics, digital photography, websites and social media were also major changes of a profession that continues to evolve and change as college athletics change. 

There are so many aspects to the sports information field that make it a great profession to work in. SIDs have to be a jack-of-all trades – desktop publishing, writing, statistics, photography, social media, websites as well as interacting with media and fans of all ages. You attend athletic events for work – it can’t get much better than that!  

Even doing radio broadcasts for volleyball has become part of my duties. With such a wide variety of responsibilities, it’s hard to explain to your family and friends accurately what you do, and I’m sure our coaches, athletes and other athletic staff don’t know exactly what we do! 

There are also difficulties to being employed in athletic communications – working nights and weekends, missing holidays and family events, keeping up with all of the changing trends and somewhat low pay in the field. Some of my biggest challenges have been finding the time to assist all of my sports especially as demands have increased. There have been years where I’ve only had two sports but other years where I’ve worked with eight sports. 

That’s not to say that this job hasn’t given me some of the best memories of my life.

Diane Nordstrom earning CoSIDA 25 Year Award

I have been to more NCAA championships than I can count. I was a part of the host staff for the 1993 and 1998 NCAA Volleyball Championships in the Field House and Kohl Center, respectively. My teams have won three national titles – 2007 men’s indoor track and field, 2011 men’s cross country and 2021 volleyball, making two trips to the White House – and numerous Big Ten Championships. (My championship jewelry collection is quite impressive!) 

In my 40-plus years as a Badger, I can still remember many of the thousands of coaches, student-athletes and staff that I have worked with whether it was an All-American or national champion, or someone who rarely competed. I have also traveled to nearly all 50 states and visited several foreign countries during my career. 

Diane Nordstrom at the 2019 NCAA Great Lakes Regional Cross Country Championships at the University of Wisconsin Thomas Zimmer Championship Course on Friday, 10/15/19
Badgers volleyball team loses to Duke, 3 set to 2, at the InnTowner Invitational at the University of Wisconsin Field House in Madison, Wisconsin on 8/28/09
Justin Doherty, Tam Flarup and Diane Nordstrom at CoSIDA Conference with awards
One goal has always been foremost – do what you can to support the UW teams, student-athletes, coaches and staff, giving them the best experience they can have while at Wisconsin.
Diane Nordstrom

A few of my favorite athletes were Chris Solinsky, who had the shoulders of a football player, but won five NCAA championships in the distance events, and Dana Rettke, who handled becoming one of the faces of Badger volleyball with ease. 

Diane Nordstrom and Tara
Hamming it up with former women's basketball player Tara Steinbauer

Some of my other favorites were Jocelyn Wack, who was quiet off the court but was a fierce competitor on the court at libero, and Rae Lin D’Alie, who at 5-foot-3 was the shortest point guard in the Big Ten but became an Olympian in 3-on-3 basketball. 

It’s been amazing to see the growth of the coverage of women’s sports, especially volleyball, in attendance as well as media coverage. As an intern, I worked with volleyball in 1985 and 1986, and we would have only about 300 fans per match. Now Badger Volleyball is the hottest ticket in town! Fans can also watch broadcasts of the matches more often than not. 

With the exception of three years working at UW-Milwaukee, I have spent nearly my entire career at Wisconsin. It has been a pleasure and a privilege to work for my alma mater, supporting all of the Badgers. It doesn’t get much better than that! 

Diane Nordstrom and Jon Arias courtside for volleyball radio show

Over the course of my career, one goal has always been foremost – do what you can to support the UW teams, student-athletes, coaches and staff, giving them the best experience they can have while at Wisconsin. I hope that my work has made an impact on their lives as much as they’ve made an impact on mine. 

I look forward to the next stage of my life. Whether its volunteering, traveling or attending Wisconsin events as a fan, I will always be a Badger. 

Once a Badger, Always a Badger! 

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