UK-based esports tournament organiser Gfinity has appointed experienced sports executive Garry Cook as Executive Chairman.
He's been hired to build a global esports brand at the company, enter new global markets and 'strengthens the leadership team for the next chapter of growth'.
Gfinity say that Garry's expertise 'will position the company and build a recognised and consistent brand to capitalise on the strong position it has already created in one of the world’s fastest growing entertainment markets'.
This new brand could be the Gfinity World Series, which was reported on last year, following hints from Gfinity back in 2016 that it planned to make something 'truly global'.
Gfinity has already revealed details of an Elite Series in Australia, so it's likely others may emerge in more countries in the future.
"I am looking forward to establishing Gfinity as one of the world’s major sports media brands"
Garry previously worked as Chief Global Brand Officer for the well-known mixed martial arts organisation the Ultimate Fighting Championship (UFC), which was sold in 2016 to a consortium led by WME-IMG for a reported $4 billion.
Prior to joining UFC, Garry was CEO for Manchester City Football Club, and before that, worked as President of Nike's Jordan brand.
Garry replaces Tony Collyer, who has stepped down from the Gfinity board after four years, including a period of three and a half years as Chairman.
Garry Cook said: "There are many aspects of traditional sports that apply to the esports world. Some of the largest global sporting franchises are now engaging in this space and taking interest and participation to new levels.
"There are multiple opportunities for Gfinity in a rapidly developing sector, one that is forecast to grow to $1.65bn globally by 2021. The company is well positioned for the next chapter of growth, both in the UK and internationally and I am looking forward to establishing Gfinity as one of the world’s major sports media brands."
Garry's appointment is the latest senior hire on Gfinity, which already has some very experienced senior executives, including the likes of former Nintendo UK general manager David Yarnton, Gfinity CEO Neville Upton among others.