The National Football League (NFL) has appointed Tim Ellis as its new chief marketing officer, ending his seven-year stint in the same role with video game giant Activision Blizzard.
Ellis will replace Dawn Hudson, who stepped down earlier this year to become the chief executive of the Academy of Motion Picture Arts and Sciences.
Starting in his new role on 17th September, Ellis will be responsible for all aspects of the NFL’s marketing organisation and will directly oversee research, content development, consumer engagement, advertising, promotions, marketing operations and branding.
Ellis joins the NFL at a time when the preeminent American football league’s TV ratings are in decline, while it continues to find itself under regular attacks from US president Donald Trump, who has criticised players who refuse to stand during the national anthem in protest against police violence and social injustices.
"We are excited to welcome Tim to the NFL family,” said the NFL’s chief operating officer Maryann Turcke, who Ellis will be reporting to. “Tim's marketing innovation experience with reaching new audiences via emerging platforms, and driving engagement using creative storytelling will further strengthen the NFL brand.”
During his time with Activision, Ellis oversaw the marketing efforts for the popular Call of Duty game, leading to over US$1 billion in sales in just over two weeks. He was also responsible for titles such as Guitar Hero, Destiny and Skylanders.
“I couldn't be more excited to lead the marketing program for the NFL," added Ellis. "For me, football has always been the greatest game on earth, and I'm thrilled and honoured to have the opportunity to work with them.”