Women to Watch at UA Little Rock: Brandy Sweeden Dixon
In celebration of Women’s History Month, UA Little Rock is profiling women in leadership positions who are making a difference at the university and in the community.
The next Woman to Watch at UA Little Rock of 2025 is Brandy Sweeden Dixon, a familiar face you’ll often see around Little Rock Athletics events in her role as associate athletic director for marketing and community outreach.
Tell us about yourself and your background.
I’m originally from Murfreesboro, Arkansas. I earned my undergraduate degree in journalism and my graduate degree in sports administration from Henderson State University. My first real job was here at UA Little Rock, where I served as the assistant media relations director from 2005 to 2012.
I have experience in hospitality, hotels, and event management, including working for the Little Rock Marathon. Last year, I worked in media relations for Little Rock Athletics before transitioning to another role in events and marketing. Now, I’m back in a marketing role with Little Rock Athletics. UA Little Rock holds a special place in my heart, and I’m happy to be back and working in athletics.
What is your current position and professional duties at UA Little Rock?
I am the associate athletic director for marketing and community outreach. My role includes overseeing the promotion of all our sports and events, game event management, video board graphics, and the social media aspects of our promotions. Additionally, I work on community outreach by collaborating with campus partners and external organizations to engage them with Little Rock Athletics. This position was newly created when Frank Cuervo became director of athletics. He identified the need to expand our department, and this role was one of those additions.
What brought you to UA Little Rock?
After earning my master’s degree in 2005, this was one of the first jobs I applied for, which brought me here nearly 20 years ago. It’s hard to believe, but the Jack Stephens Center will soon be 20 years old. I’m now one of the few staff members who were here when it was built. It’s been incredible to see how well the building has been utilized over the years and that it remains in excellent condition.
What are some exciting projects you are working on at UA Little Rock?
Right now, my primary focus—aside from preparing for the OVC basketball tournament—is promoting baseball season. We have a strong baseball team, and I’m excited to highlight them. Looking ahead, I’m working on expanding our community partnerships and laying the groundwork for promoting our fall sports. Since I started in November, basketball season was already underway, so this summer will be a great opportunity to focus on these initiatives and enhance our promotional efforts for Little Rock Athletics.
What woman has inspired you the most and why?
My mother, Barbara Sweeden, has been my greatest inspiration. When I was growing up, my father battled serious illnesses and nearly passed away when I was six years old. My mother had to take care of both him and me while also becoming the primary provider for our family. She handled it all with grace and taught me the importance of being able to support yourself so that you can support others. I have always looked up to her for the sacrifices she made for our family. She remains my biggest supporter and still comes to Trojan games. She will always be my hero.
What’s one leadership lesson you’ve learned in your career?
One lesson I always try to follow is to lead by example. It’s one thing to ask your team or coworkers to follow your direction but showing them through your own actions is far more effective. If people see that you’re working just as hard toward the same goal, it fosters teamwork and a sense of shared purpose. Strong leadership comes from working together and setting the standard for others to follow.
What advice would you give to the next generation of female leaders?
Always go after your dreams, no matter what obstacles stand in your way. I have always had a passion for sports and never gave up on that dream. Even when barriers seem too large, push forward and reach for what you want. It can feel uncomfortable to step outside of traditional roles, but it’s important to challenge those norms. You should always strive for whatever you want to achieve in life. It’s always possible.
Name something about yourself that most people would be surprised to learn.
Most people don’t know that I won a vocal contest in fifth grade and had the opportunity to record a demo in Nashville, Tennessee. I recorded in a country music studio with Patsy Cline’s pianist and Garth Brooks’ drummer—it was an amazing experience! One of the songs I recorded was “These Boots Are Made for Walkin,” and the other was an original song about General Norman Schwarzkopf. That experience also led to me singing at the state capitol for a welcome home parade for Gulf War troops.
What is your favorite quote and why?
“You have to expect things of yourself before you can do them.” – Michael Jordan
I believe our biggest obstacles are often our own self-doubt. Once you move past that, the world is yours, and you can accomplish anything you set your mind to.
Do you have any advice for working with women student-athletes?
At Little Rock, we have amazing female student-athletes that not only excel in their sports, but also in the classroom. They are able to manage classwork, practice, competition and everything in between, while representing UA Little Rock. For anyone, whether you work directly with or are just a fan, the biggest contribution we can all make for female student-athletes is support. Supporting their team at competitions. Supporting their goals for graduation. Supporting their life and career goals.
Is there anything else you’d like to add?
I feel incredibly blessed to work in the sports industry. Starting my career here and having the opportunity to return means a lot to me. It’s also important to have female representation in what is traditionally a male-dominated field. I’m grateful to be in a position where I can make an impact, and I’m excited to be back.