Garry was previously chief global brand officer of the UFC
Garry was previously chief global brand officer of the UFC
Richard Bell

Esports company Gfinity takes on former UFC and Manchester City boss

Esports giant Gfinity is preparing to enter new global markets with the appointment of a new executive chairman.

The firm’s non-executive director, Garry Cook, will spearhead the development and delivery of international growth in his new role.

Prior to his work with London-based Gfinity, Garry was chief global brand officer of mixed martial arts organisation The Ultimate Fighting Championship (UFC).

During his time with the UFC, the company was acquired by entertainment group William Morris Endeavor for over $4bn.

Before that, Garry served as the CEO of Manchester City Football Club from 2008 to 2012.

Gfinity said his expertise in leading global businesses in the sports, media and entertainment sectors will help it build a recognised brand and capitalise on growth already achieved in the UK – one the world’s fastest growing entertainment markets.

Following Garry’s appointment, Tony Collyer will step down from the Gfinity board. Tony served on the company’s board for four years, including three and a half as chairman.

Garry Cook said: “I would like to thank Tony for leading the Board in developing Gfinity to its current leading position within the esports industry.

“There are many aspects of traditional sports that apply to the esports world. Some of the largest global sporting franchises are now engaging in this space and taking interest and participation to new levels.”

He continued: “There are multiple opportunities for Gfinity in a rapidly developing sector, one that is forecast to grow to $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.”

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