Christy Fritts
San Diego,CA
Summary
Strategic sports marketing and communications leader with 15+ years building authentic, high-impact campaigns across active lifestyle, performance, and wellness brands. Expert in athlete/influencer marketing, brand partnerships, earned media, and community-driven storytelling. Trusted by startups and global brands alike to drive awareness, engagement, and cultural relevance.
Overview
29
29
years of professional experience
1
1
Certification
Work History
Consultant: Director of Strategic Partnerships
LiveChannel LLC
04.2024 - Current
- Built sports sponsorship and marketing strategy from the ground up for LC2, expanding brand alignment in the sports ecosystem.
- Connected athletic programs with ecommerce platforms to drive revenue for athletes and brands alike.
- Crafted PR strategy to amplify LC2’s presence across digital, retail, and performance channels.
Consultant: Marketing Lead – Communications, PR, Athlete Relations
Challenged Athletes Foundation (CAF)
07.2019 - Current
- Led national PR and communications strategy; secured earned media coverage across ESPN, NBC, Outside.
- Directed CAF’s Ambassador and Influencer programs: 300+ elite athletes, celebrities, and creators activated annually.
- Developed storytelling strategies for key events, sponsor activations, and Paralympic campaigns.
- Supported Nike, Toyota, DICK'S, EOS, and other major partners on content, events, and impact-driven initiatives.
Director of Marketing & PR
Tri-California Events / Motiv Sports / See & Bee Productions
03.2015 - Current
- Oversaw brand marketing, PR, and athlete programming for premier endurance races, including Wildflower and Alcatraz Triathlons.
- Managed athlete, ambassador, and celebrity engagement—elevating participant experience and media value.
- Executed social media content strategy and owned race-day storytelling and live coverage.
Founder, Marketing & Brand Strategist
Christy Fritts Consulting LLC
01.2015 - Current
- Partnered with startups, nonprofits, and active lifestyle brands on brand development, partnerships, and content.
- Drove national media coverage and campaign success through targeted storytelling and strategic positioning.
Sr. Public Relations Manager
Sony Online Entertainment (SOE)
01.2000 - 01.2004
- Directed all PR and launch strategy across multiple titles; managed global PR teams and budgets.
- Built and executed press events, media training, and industry-wide campaigns.
PR & Promotions Manager
Sony PlayStation Sports (989 Studios)
01.1996 - 01.2000
- Led launch PR and athlete/celebrity strategy for PlayStation’s first sports division.
- Managed partnerships with NFL, NBA, MLB, NCAA, and X Games talent.
- Produced national press tours, athlete media days, and branded events—earning top-tier media coverage across ESPN, CNN, SI.
Education
BA - Psychology
San Diego State University
Skills
- Brand Marketing
- Sports Partnerships
- PR & Communications
- Athlete Relations
- Ambassador Programs
- Integrated Campaigns
- Strategic Partnerships
- Content Strategy
- Experiential Activations
- Team Leadership
Certification
- Triathlon Coach
- Women’s MTB Instructor
- Blind Guide for Team USA Paralympic Triathlete
- Youth Running Coach
- BASI Certified Pilates Instructor
Hobbies and Interests
- Triathlon
- Trail Running
- Surfing
- Cycling
- Mountain Biking
- Yoga
- Golf
- Scuba
- Photography
- Pilates
Core Expertise
- Brand Marketing
- Sports Partnerships
- PR & Communications
- Athlete Relations
- Ambassador Programs
- Integrated Campaigns
- Strategic Partnerships
- Content Strategy
- Experiential Activations
- Team Leadership
Timeline
Consultant: Director of Strategic Partnerships
LiveChannel LLC
04.2024 - Current
Consultant: Marketing Lead – Communications, PR, Athlete Relations
Challenged Athletes Foundation (CAF)
07.2019 - Current
Director of Marketing & PR
Tri-California Events / Motiv Sports / See & Bee Productions
03.2015 - Current
Founder, Marketing & Brand Strategist
Christy Fritts Consulting LLC
01.2015 - Current
Sr. Public Relations Manager
Sony Online Entertainment (SOE)
01.2000 - 01.2004
PR & Promotions Manager
Sony PlayStation Sports (989 Studios)
01.1996 - 01.2000
BA - Psychology
San Diego State University
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