James Elliott has been appointed as vice president of Europe, Middle East and Africa (EMEA) by the Ultimate Fighting Championship (UFC).
Elliott, who joined the mixed martial arts (MMA) promoter in 2013 as senior director of content, will be responsible for growing the number of live UFC events in new territories and securing new broadcast deals.
"Our EMEA division has consistently been out-performing expectations and we are thrilled to have James lead our EMEA business to new heights," said Garry Cook, the UFC chief global brand officer. "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 organisation’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."