The Coachella Valley Firebirds have appointed Stephen Lowe as their new Senior Director of Sports Marketing. Lowe has over 20 years of experience in sales, marketing, and fan engagement across major sports organizations in the United States and Canada.
“I’m incredibly excited to join the Coachella Valley Firebirds and contribute to a franchise has captured the energy and passion of the community,” said Lowe. “The Firebirds have built a remarkable identity in a short time, and I’m eager to help elevate that momentum by connecting with fans, deepening our community impact, identifying opportunities that continue to deliver a world-class hockey and entertainment experience in the Coachella Valley.”
In his new role, Lowe will be responsible for leading all aspects of the team’s sports marketing strategy. This includes overseeing integrated campaigns, expanding community outreach, developing promotions within the market, building key relationships, seeking sales and revenue opportunities, and enhancing experiences for fans.
Gina Rotolo, Vice President of Marketing and Business Services for the Firebirds, commented on Lowe’s appointment: “Steve’s diverse leadership background has demonstrated consistent success for a variety of sports organizations. His in-depth experience in sales, marketing, content development, storytelling and brand development made him the ideal fit for this newly created position. We look forward to leveraging his expertise to drive sales, revenue and a deeper connection with community partners, sponsors and media in the coming seasons.”
Prior to joining the Firebirds, Lowe was Vice President of Marketing at Texas Motor Speedway. In that role he managed digital strategy, social media efforts, content creation initiatives as well as advertising and fan-experience programs. His work helped broaden audience reach at Texas Motor Speedway by targeting both traditional motorsports fans and new audiences.
Lowe also worked with the XFL’s Arlington Renegades during their 2023 season as Director of Marketing & Content. He relaunched the Renegades’ brand by rebooting digital channels and organizing more than 50 grassroots events aimed at strengthening ties within Arlington and North Texas.
His career began with Canada’s Hamilton Tiger-Cats Football Club where he advanced from media coordinator to Senior Director roles covering both football (Tiger-Cats) and soccer (Forge FC). During his tenure there he led brand development projects along with creative strategies focused on game presentation and revenue growth.
Lowe is moving to Coachella Valley with his wife Sarah; their children Everett and Scarlett; as well as three pets—Dutch, Keith and Minou—as they prepare to settle into their new home.
