Longtime SID Bill Little steps away after decades of service

Garrett Callahan

Seven years ago, Bill Little, special assistant to the head football coach for communication, made a promise to then-athletic director DeLoss Dodds and head football coach Mack Brown.

The longtime sports information director committed to stay at Texas for as long as Dodds and Brown did.

But, last January, just a few months away from turning 72, Little and his wife, Kim, realized that promise had been fulfilled.

“In January, I looked up, and both DeLoss and Mack were gone,” Little said. “A new group of people were coming in, and they needed their own people to do their own thing. So [Kim and I] said, in the words of Coach Royal, ‘Let’s just set our bucket down.’ And that’s what we decided to do.”

On Aug. 31, Little will retire, and, for the first time since 1968, he will no longer be an employee of Texas athletics.

The legendary wordsmith, who worked as a commentary writer and special assistant to Brown for the past seven years, saw the reigns of five football coaches, five basketball coaches and four athletic directors during his time in Austin. He attended 36 bowl games with the Longhorns and broadcasted more than 1,700 baseball games. Even Little’s honeymoon consisted of accompanying the Longhorns’ basketball team to New York during their NIT trip in 1978. But, after seeing six decades come and go at Texas, Little thought it was the perfect time to leave.

“It’s always hard to step away,” Little said. “But the timing was just perfect. I always said I never wanted to leave anywhere bitter, and that has always been important to me. The opportunity seemed right for the new administration — for Coach Strong and for everyone. It was a hard decision, but it was also an easy decision.”

Little grew up in Winters, a small town south of Abilene that encompasses under three square miles and has a population of just more than 2,500. After growing up a Longhorn fan, he followed in the footsteps of both his parents and began his college career at Texas in 1960.

As a student, he majored in journalism and worked in the sports information director’s office, creating a close friendship with football coach Darrell K Royal that would span until his death in 2012. In addition, he served as the sports editor of The Daily Texan for two years, witnessing Royal’s first national championship in 1963.

In 1968, at 26, Little started his full-time career at Texas as an assistant sports information director after a job interview that lasted just two sentences.

“I saw there was this really good job in public relations at the University of Texas,” Little said. “I called Coach Royal, and I said, ‘Coach, I want to come back.’ And he said, ‘I’d like to have you back.’ And that was the extent of it. I started that spring.”

Unknowingly, Little would spend the next 46 years involved in Texas sports. Ironically, though, sports weren’t Little’s passion. His passion stretched through sports to the stories that could be told and the people who were discovered through the game.

“I knew I loved journalism, and I knew I loved to tell the story,” Little said. “What I found in sports was the human element. It’s the conquest of the human spirit. It makes you love the game — whatever it is — and you cry with it, whether you win or lose.”

Little wanted to make a difference through his work and through his words.

“I always found that, if you can write something that can make a difference to somebody, it can change a life,” Little said. “I was a bad golfer and a worse tennis player. And I wasn’t big enough to play football, and I was too short to play basketball, so my only gifts were to write and talk. And, if I was going to do what God put me on this planet to do, then I needed to do those things.”

Little made that difference he was seeking and influenced so many around him that the football and baseball press boxes will now be named the Bill Little Media Center. A significant gift from longtime athletics supporter Marian Dozier created the funds to honor Little.

“It means so much to be able to honor my great friend Bill in this way,” Dozier said. “This naming will help honor his immense life work, the legacy he has left nationally on sports media and hopefully motivate young people to follow their passions in work and life.”

With his retirement approaching, Little — who has three children and ten grandchildren, all of whom are Texas fans — is ready to step away. He still hopes to stay involved with Texas athletics, though, by announcing home baseball games and doing radio work. He’s also written seven books on the Longhorns and hopes to finish a few more during his new free time. 

“Texas athletics has pretty much been my life for close to 60 years,” Little said. “This fall will mark the first time since 1957 I haven’t covered football for somebody. But now, I think I’ve earned the chance to set my bucket down.”