Yates has been tasked with further driving Dugout’s content with global soccer clubs and players, as well as growing its social media presence.
Yates joins Dugout from social media and entertainment company Ladbible, where he was creative lead for over two years. During this time, he also held the position of head of the global influencer programme at Red Bull.
“I spent my time at Ladbible creating viral videos with some of the most famous faces in the world, and the opportunity to do this in a football context is hugely exciting,” said Yates. “Dugout has a unique relationship with some of the biggest clubs and players across the globe providing unparalleled access which makes the platform unique to any other sport publisher.
Elliot Richardson, Dugout’s executive chairman, said: “This is a great move by Jono and one that I am hugely excited by. Our branded content is a unique structure of Dugout and one that no others have. To attract Jono from a company such as Ladbible is for us a tremendous validation for Dugout and its success over the last year.
“We welcome him and look forward to developing the platform further.”