For first-year graduate student Sam Marchant, sports have never been just games. They have been connection, purpose and ultimately a calling. From growing up in Green Bay, Wis., to becoming a recognizable voice of Muskies athletics, Marchant’s journey into sports broadcasting reflects persistence, preparation and passion.
Raised in a city synonymous with football culture, Marchant said the presence of the Packers helped shape her early love for sports. “I just grew up a huge Packer fan. I bleed green and gold,” she explained.
Yet one of her most meaningful early memories came from the car rides she shared with her father. “My dad called me ESPN all the time,” Marchant said. During the hour-long drives to his house, she would enthusiastically recap trades, scores and sports headlines.
Those conversations became a bonding ritual and quietly laid the foundation for her future career. A family friend, who worked in radio, first introduced her to a soundboard, opening her eyes to the possibility that sports media could be more than a hobby.
Even so, Marchant did not immediately see sports broadcasting as her path. Initially interested in architecture, she followed her athletic abilities to Alverno College to play softball. It was not until transferring to Lakeland University that her direction became clear.
“The first Lakeland football game I broadcast, I remember texting my mom saying, ‘This is what I want to do,’” Marchant said. Although she admits the early broadcast was far from perfect, the experience confirmed she had found her niche. “It’s nice to see where you came from and where you are now.”
Photo credits: Sam Marchant
Her decision to transfer proved pivotal. While Milwaukee offered proximity to professional teams, meaningful media opportunities were limited. At Lakeland, however, coaches and administrators gave her the chance to develop.
“I knew softball was going to end one day,” Marchant said. “I needed to find a career.”
That clarity fueled her involvement across multiple platforms, including her work with The Mirror. Marchant credits the publication with sharpening her storytelling instincts.
“The Mirror made me so much better as a writer,” she said. “When you figure out the storyline and who you want to impact, it helps build the broadcast and interviews so much better.”
Feature stories in particular pushed her growth by forcing her to look beyond statistics and uncover the person behind the athlete. That same mindset now shapes her broadcasting style.
Balancing broadcasting, graduate coursework, athletics and leadership responsibilities requires intense discipline. Marchant describes her schedule as tightly structured down to the minute. A typical day can include hours of softball commitments, rehabilitation, meal preparation due to food allergies, and extensive broadcast preparation.
“I’m a time freak,” she said with a laugh. “My calendar is built out perfectly.”
Despite the demanding routine, softball continues to inform her professional approach. She emphasizes that competing as an athlete gives her valuable perspective when covering games.
“I think about what I would want to hear if someone were broadcasting about me,” Marchant explained. “I want people to be fired up about something I say about them.”
Mentorship has also played a major role in her development. Through networking, including connections facilitated by industry professionals such as Daniel Zea, Marchant has gained access to experienced broadcasters and leaders within the sports world. She said the willingness of busy professionals to share their time has been especially meaningful.
Like many aspiring broadcasters, Marchant has experienced moments of doubt, particularly because she lacked visible role models in the field while growing up. What keeps her grounded now is feedback from the campus community.
“When people recognize the work you’re putting in, that’s huge,” she said. “That’s what I take pride in.”
Marchant’s teammates and friends notice her impact as well. Jacie Jones, her teammate and roommate, said, “Sam loves loudly and is extremely passionate in everything she does. She’s never afraid to express how she feels, but she does it respectfully and eloquently. Something outsiders don’t always see is her work ethic, she never quits.”
Photo credits: Sam Marchant
She’s always bouncing from one thing to another, and I always say, ‘If someone can do it and balance it, it’s Sam.’ It’s amazing how much she has on her plate and still stays calm and levelheaded.”
Jones also recalls a moment that perfectly captures Marchant’s character: “On move-in day, when I first met her in person, she gave me a hug and welcomed me like she’d known me for years. No matter who you are, she puts the same energy into you as if you were her own family.”
Looking ahead, Marchant hopes her impact extends far beyond the press box. Her primary goal is to inspire young women to see themselves in sports media and athletics.
“That’s my big thing,” she said. “Just impacting young women and being the role model I always wanted growing up.”
Photo credits: Sam Marchant
Through coaching youth softball and continuing to expand her broadcasting presence, Marchant is already moving toward that mission. If her trajectory at Lakeland is any indication, her voice in sports media is only getting louder.
To find out more information on Marchant’s sports media journey you can visit her account via Instagram and TikTok: @Marchantsmedia.
