The Band Perry on Stage at CRS for the Big Machine Label Group Luncheon

Christina Keys has over a decade of experience in NASCAR, building a dynamic career spanning media, public relations, sponsorship acquisitions, and brand representation. Her 13-year journey included roles ranging from promotional model—as Miss Valvoline—to business owner, having launched an apparel line specifically tailored for female motorsports fans. She also owned and operated two media outlets within NASCAR, and her work behind the lens led to shooting for Getty Images at some of the sport’s biggest events. These diverse experiences gave her a 360-degree view of the motorsports industry, both on and off the track. Outside of NASCAR, Keys worked in minor league baseball with the Pioneer League, broadening her understanding of sports marketing and fan engagement in a different arena. In addition, she holds a degree in audio engineering and began her career in music at the renowned Sumet-Burnet studio in Dallas, Texas. Having grown up in recording studios from the age of nine, music has always been her first love. Her time in Dallas also included hands-on experience in artist booking and management, where she supported emerging bands through label signings, tours, and the often unpredictable realities of the music business.