C4 Energy
The Challenge
C4 needed an integrated marketing strategy to reach younger combat sports fans through OTX Boxing, a new league we were building from the ground up. This wasn't just activating a sponsorship. It was defining what partnership integration looks like for brand-new IP.
My Role
Led partnership strategy and execution across two seasons, working with internal leadership to design the activation framework and managing the client relationship end to end.
The Approach
Started with foundational integrations: venue presence, content, fighter recognition. Evolved in year two based on audience behavior by adding fan voting mechanics, always-on paid strategy, and market-specific activations as the league scaled from 4 to 8 events.
The Result
Built a partnership model that grew with the league. OTX became one of the fastest-rising sports properties on social, and C4 sustained cultural presence across a full season rather than isolated moments.