Shannon McNicholas Email Address

Executive Director of Media Services

Kroenke Sports & Entertainment is committed to providing world class sports and entertainment for both live and broadcast audiences.

The 2020-21 campaign marked my 16th season with the Avalanche's communications department, my 25th year in the media relations field at both the collegiate and professional sports level. My career has included working in the front office for an MLB, NHL and NFL team, as well as two NCAA Division I athletic departments. I have had the privilege of staffing All-Star Games in three of the four major sports, as well as a Stanley Cup Final, three AFC Championship games, the NLCS and NLDS, as well as numerous NCAA championships, bowl games and conference championships. In addition to my PR responsibilities, my current role with the Avalanche includes coordinating player tickets, player and team events, and working as a liaison with the team charter, bus company and hotels. My duties with the Avalanche has also included overseeing the team's official website and social media efforts.