UFC today announced the appointment of James Elliott as Vice President and General Manager of Europe, Middle East and Africa (EMEA). Elliott will lead UFC’s successful European business and oversee the continued growth of the company across the region by expanding the number of live events and securing key broadcast partnerships.
Elliott joined UFC in 2013 as Senior Director of Content and was instrumental in the massive growth of the company’s broadcast and television deals throughout Europe. By leveraging key partnerships with premium channel provider 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 (VGTRK) in Russia, Elliott has played an integral part in further expanding UFC’s successful European business and bringing UFC to fight fans throughout the region.
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 organization’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.”
With the continued development of its EMEA division, UFC has delivered some of the biggest fights to fans in the region. The year began with the most successful European event in UFC history with over 30,000 fans attending UFC FIGHT NIGHT: GUSTAFSSON vs. JOHNSON in Stockholm, Sweden and was followed by a sold out UFC FIGHT NIGHT: BISPING vs. LEITES in Glasgow, Scotland. The successful year concludes with UFC FIGHT NIGHT: POIRIER vs. DUFFY in Dublin, Ireland, which sold out the 9,500-seat 3Arena in just 60 seconds.
Prior to joining UFC, James worked for a number of leading global sports agencies in addition to PUMA and The Football Association. His roles spanned across multiple sectors from events, marketing, broadcast and athlete management, therefore James brings valuable, broad experience and expertise to lead the team.