Zac Emmons brings two decades of experience in professional sports communications to the Spoken Word Group, including a decade leading the communications efforts for one of NASCAR’s most successful venues and two professional soccer teams. He has prepared, briefed and media trained a combined 15 head coaches, three team presidents, three general managers, one new ownership group and hundreds of elite athletes from all over the globe.
Zac got his first experience with crisis communications at Super Bowl XXXVII in San Diego when, as a PR intern for the Oakland Raiders, he fielded a phone call from a man who found a wallet belonging to Raiders center Barret Robbins in Mexico the night before the big game. That gave Zac a front-row seat to the team’s response when it learned that its Pro Bowl center had gone missing hours before the biggest game on the planet.
After three seasons in Oakland, Zac moved to Houston and joined the communications staff at the NFL’s Houston Texans. During his seven years with the team, the Texans PR team won the Pete Rozelle Award, given to the league’s top PR staff, three times and he created the organization’s corporate communications program.
Zac left the Texans in 2013 to lead the communications team at Phoenix International Raceway, becoming the youngest track PR director in NASCAR at the time. His tenure in Arizona enabled him to hone his publicity and promotional chops to sell out two NASCAR Sprint Cup Series race weekends each year, while helping lead the track through crisis response situations on multiple occasions.
For the last seven years, Zac led all internal and external communications for the Houston Dynamo Football Club, which includes the Dynamo and the Houston Dash of the NWSL. In addition to serving as the primary communications advisor to club ownership and the executive staff, he also spearheaded the response to a variety of crisis situations large and small, developed the messaging strategy for the club’s award-winning rebrand in 2020 and guided the club’s messaging throughout the COVID-19 pandemic.
A native Texan, Zac hails from Salado and is a 2001 graduate of The University of Texas at Austin. He is the founder of AIM Communications Strategy and lives in Houston with his wife Callye, son Kyle and dog Willow.