From Cedar Rapids to the global stage: Johnny Watson's journey in sports production
This summer, as Johnny Watson ’01 hustled through crowds near the Seine River in Paris during the Olympics, you probably never would have known he started his journey near a less bustling river, the Cedar. If he had time to reflect on how far he had come, it was probably only for a moment as he helped produce in-game entertainment for the basketball games of the 2024 Olympiad.
Watson's path from a tennis-loving student in Cedar Rapids to producing some of the biggest sporting events in the world is a testament to the power of a Coe College education.
Watson's love for sports blossomed at a young age, as he honed his tennis skills at the Clark Racquet Center under the guidance of coaches Eric Rogers and Tom Galbraith.
"That's where my love for Coe and sports in general really started," Watson recalls. "Being around the players, the coaches, the facility — it just felt like a special place."
That special connection to Coe only grew stronger as Watson continued his stellar play, while balancing his studies with the rigors of being a student-athlete.
Watson's tennis career at Coe was nothing short of exceptional. As the highest-rated junior tennis player to ever enroll at Coe, he lived up to his reputation by becoming a four-year letterman and three-time Iowa Conference MVP. Watson's exceptional athleticism and skill on the court earned him the Barron Bremner Outstanding Athlete Award in 2001 and he was inducted into the Coe Hall of Fame in 2013, cementing his legacy as one of Coe's most accomplished tennis players.
"The intimate environment and one-on-one attention really benefited me," he says. "It felt like a tight-knit family, and that sense of community has stuck with me to this day."
After graduating, Watson's career took him on a winding journey, from events roles in Arizona to breaking into the sports broadcast world with the Phoenix Suns. But it was a chance encounter at an Arizona Diamondbacks baseball game that truly set his path in motion.
"I was just talking to this guy, and he happened to work for the Suns," Watson remembers. "I told him I'd love to get my foot in the door, and within a week, he had connected me with four different departments."
That opportunity launched Watson into the fast-paced world of live sports production, where he thrived on the unpredictability and high-stakes environment.
Over the next decade, Watson's career skyrocketed. He went on to work for the WNBA's Tulsa Shock (now the Dallas Wings), building their brand and entertainment from the ground up, and eventually landed his dream job with the NBA’s Milwaukee Bucks as director of game-event presentation.
But his crowning achievements have come on the global stage, as Watson has produced events at the Olympics in Rio and Paris. Watson orchestrates the electric atmosphere of Olympic basketball, arriving two weeks before tipoff to coordinate a diverse production team. His days start early, planning four daily games — men's and women's — for the first 10 days. Watson cues up music, setting the arena's tone before fans file in.
Split-second timing is crucial. Watson directs player introductions, halftime shows and crowd engagement with precision. Working 14- to 16-hour days, Watson and his crew become a tight-knit unit. They manage lighting, special effects and timing while adapting to each game's unique energy.
"Every day is different," Watson said. "That's the beauty of live production."
As the tournament progressed through quarterfinals and semifinals, the stakes rose. Watson oversaw more than 40 games in two weeks, each crafted to create lasting memories for fans.
"The fandom at the Olympics is unlike anything I've ever seen," he marvels. "The energy, the passion — it's just incredible to be a part of creating those memories for people."
Through it all, Watson has remained grounded in the values instilled in him at Coe. "I'm so proud to be a Coe alum," he says. "The school gave me the skills and confidence to pursue my dreams, no matter where they took me."
Watson is especially grateful for the mentors he had at Coe, including Rogers, Galbraith and John Chandler. "Those people really took me under their wing and made me feel special," he says. "I never forget where I come from, and Coe will always be a big part of that."
And for Watson, those dreams have taken him far beyond the borders of Cedar Rapids. But no matter how far he travels, a piece of Coe will always be with him.