UK-based esports company Gfinity has appointed Garry Cook as its new executive chairman.
Cook, who currently serves as non-executive director of the company, brings experience of leading global businesses in the sports, media and entertainment sectors to spearhead the development of Gfinity’s global growth.
He replaces Tony Collyer, who is stepping down from the board after four years in the role.
Cook has previously held a number of leadership roles in the sports industry, including working as chief global brand officer for mixed martial arts promotion (MMA), the Ultimate Fight League (UFC).
Prior to joining the UFC, Cook was the chief executive of English Premier League giants Manchester City, and was president of Nike's Jordan Brand for 12 years.
Cook said: “There are multiple opportunities for Gfinity in a rapidly developing sector, one that is forecast to grow to US$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.”
Gfinity hosts a multigame esports league in London called the Elite Series, which features esports organisations including Fnatic, Method, and Team Vitality. It also has an exclusive broadcast partnership with Facebook.
The esports company has lately been focused on global expansion. A spinoff of the Elite Series is set to debut in Australia next month, having secured partnerships with Logitech and Alienware’s Australian divisions. Gfinity has also partnered with Electronic Arts (EA) for a FIFA 18 tournament in the United States.