Esports giant Fnatic has announced the appointment of Nick Fry, the former chief executive of the Mercedes AMG Formula One Team, as its new head of commercial strategy.
In the announcement Fnatic revealed its desire to utilise Fry’s experience in performance management and media rights, as well as from his role in founding advisory firm Stonehaven, to develop innovative brand partnerships.
Fry joins the esports organisation after spending 11 years working in Formula One - having notably led the Honda team when Jenson Button took the first victory of his career at the 2006 Hungarian Grand Prix.
Fnatic founder and chairman Sam Mathews told the Esports Observer: “Nick is an incredible sports entrepreneur who in just a short space of time went from CEO of Aston Martin to owning his own F1 team in Brawn GP, winning the championship, then selling it to become the CEO of Mercedes AMG F1 Team.
“Joining Fnatic is a coup for esports and someone I’m immensely excited to work with for many years to come.”
Wouter Sleijffers, the Fnatic chief executive, added in a press release: “Now is the time to build on the momentum we’ve created - Nick has experience that will aid us in doing exactly that.”
In the past year, Fnatic has further developed its brand outside of its esports competitions, partnering with music streaming service Deezer, esports reality series GAMERZ, and smartphone manufacturer OnePlus.
Fry is far from the only Formula One name active in esports. McLaren appointed Rudy van Buren as an official sim driver following his World’s Fastest Gamer victory, while G2 Esports formed its own esports racing team with two-time World Champion Fernando Alonso.