Elaine Russell was appointed Interim Vice President and Director of Athletics at Western Michigan University by President Russ Kavalhuna on August 17, 2026. In this role, Russell provides leadership and oversight for all aspects of Bronco Athletics, working alongside coaches, staff and campus leadership to advance the department's strategic priorities and position Western Michigan Athletics for continued success.
Russell was elevated to the interim role after serving as Deputy Athletic Director, a position she was promoted to in May 2025. As Deputy Athletic Director, she provided day-to-day leadership across departmental operations and strategic initiatives, with an emphasis on revenue generation, external partnerships and organizational growth. She also served as a member of the department's executive leadership team and as sport administrator for select programs.
Since returning to Western Michigan in April 2022, Russell has played a key role in the growth and advancement of Bronco Athletics. She has overseen the department's external operations, including marketing and fan engagement, strategic communications, ticket sales and operations, corporate partnerships, Bronco Productions and licensing. Russell has also helped lead WMU Athletics' Name, Image and Likeness (NIL) strategy and managed relationships with several key external partners.
Under Russell's leadership, WMU Athletics has experienced significant growth in ticket and sponsorship revenue, increased attendance and fan engagement across multiple sports, and expanded the reach and visibility of the Bronco brand. She has helped identify and develop new revenue opportunities and strategic partnerships while leading initiatives designed to enhance the fan experience and strengthen the department's long-term position.
Russell has also been heavily involved in the planning and development of the Kalamazoo Event Center, scheduled to open in fall 2027 as the future home of Western Michigan men's and women's basketball and hockey. Her work on the transformational project has included strategy and planning around premium seating, ticketing and sales, revenue generation, branding, fan experience and the transition of Bronco Athletics into the new facility.
Russell returned to Western Michigan in April 2022 as Senior Associate Athletic Director for External Operations following eight years at the University at Buffalo, where she most recently served as Associate Athletic Director for External Relations. At Buffalo, Russell oversaw marketing, promotions and ticket sales and was instrumental in strategies to grow revenue, attendance and fan engagement.
During the 2018-19 season, Russell was part of an external team that exceeded football and men's basketball revenue goals by 19 percent and 80 percent, respectively. That same year, Buffalo increased overall men's and women's basketball attendance by 35 percent, while producing six of the 15 largest men's basketball crowds and five of the 15 largest women's basketball crowds in program history.
Russell's return to Kalamazoo marked her second stint with Bronco Athletics. From 2008-13, she served as Director of Sports Marketing, leading the development and implementation of marketing and promotional strategies for Western Michigan Athletics.
She began her career in athletic administration at Northern Illinois University, first as a graduate assistant and later as Assistant Director for Athletic Marketing from 2006-08. Russell earned her master's degree in sport management from Northern Illinois.
Prior to entering athletic administration, Russell spent seven years as an assistant women's basketball coach at St. Joseph's College from 1998-2005.
A graduate of Transylvania University in Lexington, Kentucky, Russell was a four-year letter winner in both basketball and field hockey. She earned NAIA Kodak All-America Honorable Mention honors twice and served as a team captain in both sports. Russell was named Transylvania's Female Athlete of the Year and Field Hockey Most Valuable Player in 1998 and was recognized by the Lexington branch of the Women's Sports Foundation as its 1998 Outstanding College Sportswoman of the Year.
