ST. LOUIS -- The Missouri Valley Conference announced today that former State Farm Insurance sponsorship coordinator John Althoff has been selected as the 20th recipient of the Conference’s John Sanders Memorial Spirit of The Valley Award.
This recognition is intended to honor a student-athlete, coach or university administrator who exemplifies the spirit of the late John Sanders, former MVC assistant commissioner for operations. Criteria include, but is not limited to, passion for the Conference, strong work ethic and sense of humor.
The presentation of the award will take place during the nationally televised Belmont at Illinois State men’s basketball game on Sunday, March 1.
“Each and every Missouri Conference award has its place of prominence,” said MVC Commissioner Jeff Jackson, who is in his fifth year with the Conference. “The John Sanders ‘Spirit of The Valley’ Award holds a special meaning for not only our staff but for the league as a whole. We are extremely honored that John Althoff will accept this award from our membership.”
Althoff has dedicated his entire adult life to advancing the world of sports, both professionally and personally. Recognized by Sports Business Journal as one of the “Power Players in College Sports,” he spent nearly two decades leading collegiate and professional sports sponsorship initiatives for a Fortune 50 company, shaping strategic partnerships and elevating brand presence across the industry.
Althoff holds a bachelor’s degree in marketing from Millikin University in Decatur, Illinois, and a master’s degree in sports administration from St. Thomas University in Miami Gardens, Florida. His early career in collegiate athletics included impactful roles at East Carolina University and Illinois State University, where he spearheaded marketing and advertising campaigns and drove ticket sales for more than 20 sports.
Beyond the collegiate arena, John played a pivotal role for approximately 15 years in managing advertising and sponsorship for the nation’s largest co-ed high school basketball tournament, further demonstrating his commitment to youth and community sports.
For background purposes, below is a list of previous recipients:
- 2005 – Andi Myers, Indiana State University (director of athletics)
- 2006 – Bill Rowe, Missouri State University (director of athletics)
- 2007 – Mitch Holthus, MVC TV Network personality
- 2008 – Mike Reis, Southern Illinois University (radio play-by-play voice)
- 2009 – Johnny Overby, Missouri Valley Conference (coordinator of basketball officials)
- 2010 – Dr. Mary Jo Wynn, Missouri State University (senior woman administrator)
- 2011 – Dolph Pulliam, Drake University (radio broadcaster)
- 2012 – Daryl Buente, University of Evansville (equipment manager)
- 2013 – Dave Snell, Bradley University (radio play-by-play voice)
- 2014 – Bruce Rasmussen, Creighton University (director of athletics)
- 2015 – Joe Dalfonso, Bradley University (sports information director)
- 2016 – Lois Patton, University of Evansville (director of women’s athletics)
- 2017 – Sister Jean Schmidt, Loyola University Chicago (team chaplain)
- 2018 -- Maxine Day, Missouri Valley Conference (executive assistant)
- 2019 -- Larry Cotlar, Drake University (radio play-by-play voice)
- 2020 -- Donna Taylor, Illinois State University (administrator)
- 2022 -- Tom Hitcho, Loyola University Chicago (administrator)
- 2023 -- Laura Leonard, Drake University (radio/television analyst)
- 2025 -- Bob Justis, University of Northern Iowa (public address announcer)