Former University of North Carolina basketball star Antawn Jamison is co-teaching “MEJO 206: Sports Communication” at the UNC Hussman School of Journalism and Media alongside longtime friend and alumnus Livis Freeman, giving students a firsthand look at the intersection of athletics and sports media.
Inside the Classroom with Antawn Jamison
Jamison, the national player of the year in 1998 and a two-time Final Four participant for the Tar Heels, joined the faculty as a visiting professor to share insights from his 16-season NBA career and subsequent media roles. Co-instructor Livis Freeman ’99, a distinguished associate professor of sports communication who served as Jamison’s public relations manager during his professional playing days, noted that Jamison is a natural in the academic setting and brings unmatched passion for the university.
The course covers all facets of modern sports communication for students pursuing careers in journalism, public relations, advertising, and marketing. Demand for the class remains exceptionally high, making it one of the toughest for Hussman School students to get into. The curriculum frequently features high-profile guest speakers, including former Tar Heel standout Tyler Hansbrough ’09, who co-taught with Freeman in 2025 and returned to address students in September.
Behind-the-Scenes Media Lessons
Guest lecturers bring real-world industry perspectives directly to the lecture hall. Longtime Carolina men’s basketball sports information director Steve Kirschner visited the class to share historical anecdotes from Chapel Hill, including a 1997 post-game incident involving a young Jamison skipping media obligations after a tough loss to Maryland. Kirschner recalled that Jamison tracked him down the following day to apologize, establishing a standard of accountability that Kirschner maintains as the “Antawn Jamison rule” for current players.
Drawing on thousands of media interviews conducted throughout his professional tenure across six NBA teams—and his current role as senior director of pro personnel for the Washington Wizards—Jamison emphasizes the importance of mutual respect between athletes and reporters. After retiring from the league, Jamison gained further media experience working as an analyst on Time Warner Cable SportsNet broadcasts for the Los Angeles Lakers and on Comcast Sports Network for the Wizards, alongside appearances on NBA TV.
Continuing a Tar Heel Teaching Tradition
The appointment of decorated basketball alumni to teaching and guest roles follows a distinct institutional precedent at Chapel Hill. Jamison balances his academic responsibilities with mentoring students and participating in campus life, frequently fielding specialized requests from attendees, such as recording custom video messages for alumni families.
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