Elaine Russell was hired as Senior Associate Athletics Director for External Operations at Western Michigan on April 11, 2022. Russell comes to WMU, after eight years at The University at Buffalo, serving as Associate Athletic Director of External Relations overseeing all marketing, promotions, and tickets sales for UB Athletics.
In her new role, Russell oversees all external departments within WMU Athletics including, marketing, promotions, ticket sales, communications, Bronco Productions, sponsorships, and other revenue generating projects.  She will also has selected sport supervision.
At UB, Russell was part of an external team that exceeded both football and basketball revenue goals by 19 percent and 80 percent respectively during the 2018-19 season. Working with the external team at UB, Russell helped deliver 6 of the top 15 largest crowds for men's basketball, and 5 of the top 15 for women's basketball, during the 2018-19 season. Russell was part of an effort at UB that increased overall attendance at men's and women's basketball by 35% during the 2018-19 season.
Russell returns to WMU where she held the Director of Sports Marketing role from 2008-2013 developing, coordinating, and implementing all marketing and promotional plans for Bronco Athletics. She began her career in athletic administration as a Graduate Assistant and later Assistant Director for Athletic Marketing at Northern Illinois from 2006-2008. Â While at NIU, Russell earned her Master's Degree in Sports Management.
A graduate of Transylvania University in Lexington, Kentucky, Russell was a four-year letter winner in both basketball and field hockey. While at Transylvania, Russell was a two-time NAIA Kodak All-American Honorable Mention, team captain for both basketball and field hockey, 1998 Female Athlete of the Year, and 1998 Field Hockey Most Valuable Player. The Lexington branch of The Women's Sports Foundation named Russell the 1998 Outstanding College Sportswoman of the Year.
Russell also has a background in coaching, serving as Assistant Women's Basketball Coach at St. Joseph's College from 1998-2005.
