When Madison Square Garden Company needed to elevate their celebrity partnerships beyond traditional courtside appearances, Freya led the development and execution of a comprehensive year-round celebrity engagement strategy that seamlessly aligned A-list talent with business objectives. Leading a specialized team across four seasons, she orchestrated strategic partnerships that transformed celebrity presence from occasional appearances into meaningful brand ambassadorships that drove fan engagement, media coverage, and sponsor value.

Freya spearheaded the end-to-end management of celebrity relationships, directing her team through everything from initial talent outreach and contract negotiations to event coordination and ongoing relationship management. Under her leadership, the team delivered sophisticated celebrity activations that included courtside experiences, exclusive content creation, charity partnerships, and branded collaborations, ensuring each engagement authentically represented both the talent and the teams while maximizing impact for sponsors and stakeholders across the Knicks and Rangers ecosystems.

AREAS OF EXPERTISE Celebrity partnership strategy · Talent relationship management · Brand alignment · Content collaboration · Sponsorship activation · Ambassador program development · Entertainment marketing