Sullivan, who passed away in 2003 at the age of 38, was an outstanding four-year swimmer at Wayland High before graduating in 1984. He was a state champion in the 50-yard and 100-yard freestyle and still holds the school record in the 50-, 100-, 200- and 500-yard freestyle.

Sullivan went on to Babson College, graduating in 1988. He captained the swimming team there, was named the squad's most valuable swimmer and held numerous school records at the time.

Sullivan was the Wellesley High girls swimming coach for eight years, being named the Boston Globe Girls Swimming Coach of the Year in 1990.

Babson College established the William H. Sullivan III Memorial Award following his death. It is given annually to the Babson College swimmer who best exemplifies Sullivan's qualities.

Babson College honors Bill’s memory each year with the awarding of the William H. Sullivan III ‘88 Memorial Award, given to a swimmer who exemplifies the many fine qualities Bill brought to Babson’s program. His family would like to thank his Babson College swim coach, Rick Echlov, “from whom he inherited the state championship Wellesley High School girls’ swim team. Rick encouraged Bill to become an outstanding swimmer and leader.”