Explore a Degree in Communication at CU Denver
On Monday August 31, 2026, students in Dr. Mia Fischer’s COMM 4000/5000 Communication and Sport course heard from the Denver Summit FC’s Director of PR Shelby Cravens and Senior Director of Growth and Retention Katie Stiffler about career paths in the sports industry and building a brand around Denver’s first professional women’s sports team.
Cravens and Stiffler shared about their own career trajectories in the sports industry — which included stints at Vail Resorts, the NFL, and Colorado Rockies to name a few – and their excitement working for a women’s sports team. Cravens acknowledged that at the beginning of your career, you may sometimes have to take a job that is not ideal or in a desirable location because you know that it will get you that preferred job and open new opportunities down the line.
Both speakers encouraged students to stay clear on what they’re working toward and to actively pursue:
- Internships that build real experience
- Networking that creates genuine relationships
- Opportunities that stretch skills, even when they feel unfamiliar
AI In The Sports Industry: Use It, But Don’t Lose The Human Story
They also reflected on how AI is changing the industry and stressed the importance of being AI literate and knowing how to use it: While both praised AI’s role in workflow optimization and the sheer quantity of content it can produce, they emphasized the importance of human oversight, authentic storytelling, and content creation that is aware of AI’s shortcomings and ethical challenges.
Key themes they underscored included:
- AI can support productivity, but it can’t replace credibility and voice
- Human oversight matters, especially for accuracy, tone, and inclusion
- Strong communication requires understanding AI’s limitations and ethical challenges
Building A Brand For Denver’s First Professional Women’s Soccer Team
Cravens and Stiffler also shared a behind the scenes look into effectively building the Summit’s brand. To harvest Denver’s tremendous fan excitement for women’s sports, Stiffler illustrated the importance of long-term fan engagement and loyalty through the team’s special 5280 Club. She also shared insights into the Summit’s key audience demographics and how to grow and reach new sports fans, for example, by hosting a special Fourth Wing fan night to celebrate the bestselling fantasy novel by Rebecca Yarros.
Cravens also made it a point to emphasize the Denver Summit FC’s commitment to inclusivity and community, for example, by engaging key stakeholders in the development of the Santa Fe Railyards stadium – “we are not just going to drop a stadium in your neighborhood” – and the economic benefits of stadium ownership (it’s only the second NWSL team to do so).
PR In Practice: Elevating Athletes And Navigating Challenges
Cravens also provided insights into her everyday PR practices, which include highlighting individual athletes and their projects, for example, Carson Pickett’s advocacy for the inclusion of disabled athletes as she is the first player to play with a limb difference in the NWSL. Cravens also referenced challenging moments on the job, for example, the online trolling and harassment players can be subject to.
At the end of the conversation, Cravens and Stiffler parted with some final words of advice: both encouraged students to trust themselves and the process, listen to their guts, and pivot if necessary.
This guest visit is part of the Department of Communication’s efforts to integrate workplace readiness and AI literacy skills throughout the curriculum so that students can acquire the necessary tools and skills they will need to succeed in the workplace. If you are interested in finding an internship in communication, please contact the Department’s Internship Director Lacy Lowry at lacy.lowry@ucdenver.edu.