College football has long had its legends—on the field, in the booth, and along the sidelines. But when the spotlight unexpectedly turned to Holly Rowe during a sports communication ceremony this week, the emotions spilled out in real time, and for once, she wasn’t the one reporting the big moment—she was the moment.
The ESPN veteran, known for her two-decade-long dedication to covering college sports, received the prestigious Keith Jackson Eternal Flame Award in a twist that left even her speechless. And for a woman who’s interviewed thousands, that says everything.
From Sidelines to Spotlight: A Career Built One Story at a Time
Rowe’s career didn’t explode overnight. It was the kind of grind you don’t always see on camera. She started with Fox Sports back in 1993, calling women’s college basketball—decades before sideline reporting was a household phrase.
Since joining ESPN, Rowe has become one of the most familiar faces in college football. Her voice and presence are woven into fall Saturdays. She’s the calm in chaos after overtime thrillers, the thoughtful presence during injury timeouts, and the one asking the raw questions that bring the human side of the game forward.
Her recent stints covering the playoff semis and the National Championship—featuring the likes of Jack Sawyer and others—only reaffirmed her unshakable standing.
A Moment She Never Saw Coming
Rowe wasn’t just attending the College Sports Communicators awards. She was hosting it.
That’s what made the moment so much more surreal. As she stood at the podium introducing various honorees, her tone changed subtly when she began describing a particular award—named after the late broadcasting legend Keith Jackson. The award, known as the Eternal Flame, goes to individuals who exemplify lifetime dedication and impact in college sports media.
Mid-speech, the presenter gently redirected the spotlight—turns out, Rowe herself was this year’s recipient.
She froze for a second. Then smiled. Then teared up.
You could almost hear a collective gasp and cheer from the room.
The Emotions, the Surprise, the Legacy
There are few moments in live events when surprise and recognition blend so perfectly. This was one of them.
What made it more powerful? Rowe wasn’t just being honored for being good at her job—she was being recognized for being unforgettable.
A quick look at her résumé makes it obvious why:
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22 years at ESPN covering everything from football to volleyball.
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Interviews that became viral moments—not because they were flashy, but because they felt honest.
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A voice advocating for better women’s sports coverage across networks.
At 58, Rowe has navigated a landscape historically dominated by men. And she did it without trying to “fit in.” She simply showed up and stayed consistent.
One Sentence. One Tear. One Legacy.
“I had no idea,” Rowe whispered through tears, holding the award.
It was a raw moment. Not rehearsed. Not forced.
There’s something deeply poetic about a broadcaster—someone trained to stay composed—finally letting the mask fall when it’s about her. The ceremony hall, filled with peers and media professionals, stayed quiet for a second. And then erupted in a standing ovation.
Keith Jackson Award: A Nod from the Legends
The award isn’t given lightly. Keith Jackson, who passed away in 2018, was often called the voice of college football. His style was folksy, but never lightweight. His words shaped how millions saw the game.
To name Rowe as the recipient of that legacy says more than any résumé could.
Here’s what makes the Keith Jackson Eternal Flame Award matter:
| Award Element | Description |
|---|---|
| Namesake | Keith Jackson, legendary ABC Sports commentator |
| Given By | College Sports Communicators (formerly CoSIDA) |
| Criteria | Lifetime impact, commitment to college sports media |
| Surprise Presentation? | Yes – recipient unaware until moment of announcement |
| 2025 Recipient | Holly Rowe |
There aren’t many awards in sports media that hit on such a personal, heartfelt level. This one did.
Women in College Sports Media: Still a Small Club
Let’s be honest—there still aren’t enough women in this industry. And the ones who are there? They’re constantly asked to prove why they belong.
Rowe’s career is proof that talent doesn’t need to shout.
She’s stood next to Kirk Herbstreit and Pat McAfee, all while holding her own with calm poise. She’s asked post-game questions while soaked in Gatorade. She’s stood silent when needed, just holding space during tough losses.
For many young women watching college sports, she’s not just reporting the story—she’s inspiring one.
Why This Moment Felt So Personal for Everyone Watching
You could tell the crowd didn’t see it coming either. Maybe that’s why the emotion felt so unfiltered.
These kinds of honors usually go to people near retirement. But Rowe isn’t done yet. In fact, she’s still on the field, mic in hand, asking the tough stuff. So this award didn’t feel like a goodbye—it felt like a thank you. A “we see you.”
And sometimes, that’s more powerful than a trophy.
