COLUMBUS, Ga. | Columbus State University Director of Athletics Justin Hay has announced the hiring of Leah Botts as the department's new Deputy Athletic Director for External Relations bringing a proven track record in marketing, fan engagement, revenue generation, and brand strategy to the Cougars. Botts will join Columbus State after serving as Senior Associate Athletic Director for External Relations at Lenoir-Rhyne University. Botts will start May 15.
"We are extremely excited to welcome Leah Botts to Columbus State and our athletics administrative team," said Hay. "Having had the opportunity to work with Leah before, I know firsthand the value she brings to an athletics department. She has a unique ability to honor and build upon tradition while also understanding the ever-changing landscape of collegiate athletics. Leah is a proven leader and will be instrumental in guiding and elevating our external relations efforts.
Botts most recently served as Senior Associate Athletic Director for External Relations at Lenoir-Rhyne beginning in September 2024, where she led the department's external operations across marketing, branding, event planning, fundraising, and community relations. She cultivated and managed corporate partnerships totaling more than $200,000 while driving new business opportunities and strategic initiatives designed to enhance the student-athlete experience and create long-term value for the athletics department.
"I am incredibly grateful for the opportunity to join Columbus State Athletics and be a Cougar," said Botts. "I look forward to working alongside Justin Hay and all the CSU coaches and staff. Together, we will work to create an exciting game day experience for our fan base, engage the Columbus community and our alumni network, and create a first-class student-athlete experience at CSU. Go Cougars!"
Prior to her return to Lenoir-Rhyne, Botts spent two years as Associate Athletics Director for Fan Engagement & Marketing at the University of Alabama at Birmingham, where she led marketing efforts for 18 Division I programs with a focus on fan engagement, revenue generation, and game day atmosphere. At UAB, she managed brand and licensing initiatives, directed digital advertising strategy, and oversaw football game day production, while also contributing to increased attendance through targeted marketing campaigns, including a five-year high for men's basketball attendance through the PACK BARTOW initiative.
Before her time at UAB, Botts built a strong foundation at Lenoir-Rhyne, serving as Assistant Athletic Director for Marketing & Fan Engagement after previously holding the role of Director of Marketing. She directed marketing and community relations efforts for more than 20 athletic programs, managed sponsorship activation for over 70 corporate partners, and strengthened relationships across campus and the surrounding community. She was instrumental in elevating the department's brand identity, including the launch of 828 Day and the "Paint the Town Red" campaign, while helping align team branding across the department.
She began her tenure at Lenoir-Rhyne as a Graduate Assistant for Marketing & Promotions, where she played a key role in enhancing the game day experience through in-game entertainment, fan engagement initiatives, and group attendance campaigns, while also launching and overseeing a marketing internship program.
A native of Concord, North Carolina, Botts earned her Master of Business Administration in Non-Profit Management from Lenoir-Rhyne (2019) and her bachelor's degree in Public Relations from Appalachian State University (2016).
Botts and her husband, Tanner, have one daughter, Lucy.
