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UFC Appoints New Vp & Gm For Emea
UFC (Ultimate Fighting Championship) has announced the appointment of James Elliott as vice president and general manager of Europe, Middle East and Africa (EMEA).
Elliott will now lead UFC’s European business and oversee the growth of the company across the region by expanding the number of live events and securing key broadcast partnerships.
Sport Industry Group spoke to James Elliott on Wednesday, his first day in the role, about the opportunities for the brand to grow in the EMEA region.
Elliott joined UFC in 2013 as senior director of content and was instrumental in the growth of the company’s broadcast and television deals throughout Europe.
By leveraging key partnerships with BT Sport and free-to-air digital channels like PICK in the United Kingdom; FOX and FOX Sports in the Netherlands; NOVA Sport in Czech Republic and Slovakia; and the All-Russia State Television and Radio Broadcasting Company in Russia, Elliott played an integral part in expanding UFC’s European business.
On the appointment, UFC chief global brand officer Garry Cook said: “Our EMEA division has consistently been out-performing expectations and we are thrilled to have James lead our EMEA business to new heights. UFC has enjoyed considerable success in Europe and this year’s slate of historic fights and sold out events are evidence that UFC is continuing to thrive with its global business. James will be someone who not only spearheads our operation in EMEA, but will have a prominent role in UFC’s expansion throughout the region and around the world.”
Elliott added: “UFC has a strong commitment to the European market and I am thrilled to help lead the organisation’s thriving business in the region. By leveraging key broadcast partnerships and exciting live events that have sold out some of the biggest arenas in Europe, UFC is poised to expand its global reach for years to come.”
Prior to joining UFC, James worked for a number of global sports agencies in addition to Puma and The Football Association.
