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Lifetime Achievement Award

Presented to individuals who have served at least 25 years in the athletics communications profession (as of July 2025) who are retiring or leaving the profession. Years of service vetted by the Special Awards Committee.

Joni Lehmann – Big 12 Conference (retired)

One of the leading conference communicators, Lehmann joined the Big 12 Conference staff in August 1998 as assistant media relations director, after spending a year in the same capacity at the Southeastern Conference. She served the Big 12 as associate director of communications from 2005-17, director of media services from 2017-22, senior director of media services from 2022-24 and retired in July of 2024 as senior director of communications. Lehmann retired in July 2024.

She received a 25-Year Award from the College Sports Communicators in 2019.

Lehmann coordinated the Big 12's media service efforts for the conference's 23 sports and was the primary contact for football and men's basketball upon retirement. She also served as the media coordinator for the Big 12 Football Championship game and the Phillips 66 Big 12 Men's Basketball Championship, as well as the annual football and men's basketball media days, and previously coordinated all communications and media championship efforts for women's basketball.

Lehmann was the local media coordinator for the 2017 NCAA Division I Women's Basketball Final Four and the 2003 NCAA Division I Women's Volleyball Championship. She served as a volunteer on the Women's Final Four Media Coordination Committee and directed the media efforts for six women's basketball regionals hosted by the Big 12. Lehmann staffed two CFP national championship games and numerous Cotton Bowl Classic games.

Additionally, she served as the Conference liaison to the Big 12 Women's Golf coaches and the Big 12 Women's Golf Championship.

The Nowata, Okla., native graduated from the University of Oklahoma in May of 1990 with a bachelor's degree in journalism. After working in the OU Sports Information Department as a student assistant, Lehmann served an internship at the University of Kentucky and spent six years as the women's sports information director at Stephen F. Austin State University.

Gallery: (3-3-2025) Joni Lehmann, Lifetime Achievement

Bill Fennelly, Iowa State women’s basketball head coach: "I can’t think of a more deserving person to receive this great honor than Joni. She dedicated her life to supporting others and telling their stories so it is fantastic we can tell hers. The Big 12 owes an amazing amount of gratitude to Joni for all she did to build the brand of our league from the beginning. I am honored to have worked with Joni, but more importantly I am blessed to have her as a dear friend."

Chris Theisen, University of Kansas assistant athletics director for communications: "No one is more deserving of a Lifetime Achievement Award than Joni Lehmann. I was fortunate to work with Joni at the Big 12 Conference when she was hired. When Bo Carter first brought her name up to work with us, it was a slam dunk to get her to Dallas. Her dedication to her profession, the Big 12 and the College Sports Communicators organization was admirable. Additionally, she was a great liaison as the lead administrator in running the Big 12 women’s golf championship for many years. CONGRATS JJ!!!"

Dayna Scherf, Big 12 Conference vice president of women’s basketball: "Joni Lehmann has always been the ultimate media relations professional, bringing a conscientious approach to her work as well as to building relationships which are critical in this field. She was dedicated to telling the stories of all student-athletes and coaches, regardless of sport."

Scottie Rodgers, Goodyear Cotton Bowl Classic vice president of communications: "If you had the chance to work with Joni, you quickly realized you were working with a consummate professional who has a passion for our profession. What you also realized was that you were working with a person who cared about people and was genuine in building relationships and friendships that will continue for many years beyond her career in college athletics."

Tammy Boclair, Alday Public Relations vice president: "Joni is just one of the best human beings in the world! She had a unique ability to make a hard job look easy. And that made things easier for everyone around her, whether staff, media, coaches or student athletes. Not only was she an outstanding media relations professional, she is an even better friend. I am so happy for her that she now has time for herself and her loved ones. And, that she can now travel to cheer for her beloved Sooners!"

Lehmann looking back on her memorable career… "It was an honor to spend my entire career in collegiate athletics communications and cross paths with so many wonderful people across the country. When I began college at the University of Oklahoma in the fall of 1985, I didn’t know a field such as this even existed. I am very thankful for the many mentors and friends who assisted me throughout my positions at OU, Kentucky, Stephen F. Austin, the SEC and the Big 12. College Communications provided me with experiences, travel and friendships that otherwise would not have been possible."

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