Image
A Career of Championing Change
USF Sport Management alumna Tara August’s (‘04) journey from network television to preserving and amplifying the legacy of basketball legend and civil rights icon Bill Russell is a testament to the power of advocacy, education, and the pursuit of justice.
Her work reflects the University of San Francisco’s ethos of “Change the World From Here” as she collaborates with the Bill Russell 6 Foundation to continue his fight for equality and inspire future generations.
A Career Rooted in Sports and Advocacy
Before stepping into her current role, August spent 18 years at TNT, working closely with NBA players, retired legends, and their families. This experience shaped her understanding of the sports industry’s influence and the importance of honoring those who paved the way. Through her network television career, August developed a special connection with Bill Russell and his wife, Jeannine Russell, a relationship that laid the foundation for her current mission.
When August transitioned from network life to running her own business, A Type, Inc., Jeannine Russell approached her with a unique opportunity: to help manage Bill Russell’s legacy, and preserve and amplify the values and principles Russell stood for both on and off the court. It was an invitation to continue the work of a man who was not only the winningest basketball champion of all time with 11 NBA titles, but also a fearless civil rights advocate.
Carrying Forward a Legacy of Justice and Equality
In an era where the intersection of sports and social justice is more vital than ever, August’s work with the Bill Russell 6 Foundation seeks to uphold Russell’s legacy. As a player, Russell dominated the game, but his commitment to fighting for equality deserves as much accolades as his athletic achievements. From standing alongside Muhammad Ali, Jim Brown, and Kareem Abdul-Jabbar at the historic Cleveland Summit to marching with Dr. Martin Luther King Jr. at the March on Washington, Russell’s life was a blueprint for how an athlete could use their public platform for the greater good. In 1975, Russell was inducted as the first black player into the Naismith Basketball Hall of Fame. However, he didn’t formally accept his induction at that time due to his stance that the Hall had overlooked other well-deserving black players. It was only in a private ceremony in 2019 that Russell finally accepted the honor, acknowledging the progress made toward equitable treatment of black athletes.
Strengthening Ties with USF and the Bay Area Community
One of the most poignant aspects of Russell’s story is his relationship with the University of San Francisco. Despite being a two-time NCAA champion and a trailblazer, he previously voiced criticism of the institution for its treatment of underrepresented students. Yet, his dedication to pushing for progress never wavered. This spirit of holding institutions accountable while striving for change remains a cornerstone of his legacy. This year, August and Mrs. Russell played a key role as USF and the Bill Russell 6 Foundation announced the establishment of the Bill Russell Emergency Relief Fund, offering financial support for undergraduate students experiencing economic hardship.
Additionally, the inaugural 'Bill Russell Impact Classic' men’s basketball game will be played in fall 2025 where a posthumous honorary doctorate will be presented to Jeannine Russell. The goal of each of these initiatives is to honor Russell’s memory and provide tangible support for students in need.
August believes in the transformative power of education and mentorship, principles Russell held dear. Despite facing numerous hardships, Russell’s commitment to education was unwavering—a sentiment August shares. She credits her success to the education and experiences she gained at USF, emphasizing the importance of learning for personal growth rather than material gain.
Advocating for Diversity in the Sports Industry
As a woman of color who has navigated the male-dominated world of professional sports, August brings an important perspective to her work. Throughout her career, she has championed diversity and created opportunities for underrepresented voices. At TNT, she played a key role in mentorship programs that built a more inclusive pipeline for the sports industry. Her work came full circle at the 2025 NBA All-Star Game where USF students partnered with a diversity group Tara previously oversaw, with an opportunity to meet with TNT employees from various divisions and take a behind-the-scenes tour.
August’s advice to those aspiring to enter community relations or sports management is rooted in resilience and creativity. Reflecting on her journey —from balancing a demanding full-time job while pursuing her master’s degree to taking unpaid internships— August believes that determination and strategic networking are key components of success. She encourages students to be tenacious, to seek out volunteer opportunities, and to demonstrate their value through hard work and preparation. Working in sports is highly competitive, and you can’t wait for opportunities to fall into your lap. You will face rejection, and you may not get the first opportunity you seek out, but those who are successful continue to pursue their goals despite adversity, much like Bill Russell.
Image
Honoring a Champion’s Spirit
As the 70th anniversary of Russell’s first USF championship approaches (April 2025), August remains committed to ensuring his story continues to inspire. Whether through apparel partnerships that spark conversations or educational initiatives that amplify his message, the goal is clear: to preserve the legacy of a man who was not only a basketball icon but a champion for social justice.
For those looking to support the legacy of Bill Russell, August suggests starting with education—reading Russell’s books and understanding the depth of his vision and impact. By learning his story and sharing his message, we can all play a part in continuing his fight for equality. Learn more about the Bill Russell 6 Foundation.
