Evolution Media Capital hired former UFC executive James Elliott last month as its head of sports media covering Europe, the Middle East and Africa. Elliott is based in London and reports to Alan Gold, EMC partner and head of sports media.
Elliott
Elliott was the UFC’s vice president and general manager for Europe, the Middle East and Africa. The move to add an international executive is something Gold said he has been considering for years. EMC already has worked on international media deals for U.S. companies. Elliott’s hiring will allow it to expand its business to global media properties.
“We’ve been looking for the right person for a few years,” Gold said. “It’s something that we’ve always planned on. But we haven’t found the right running mate.”
Elliott joins EMC, CAA’s merchant bank, from Room9 Group, a sports consultancy he launched in 2017 that advised clients such as DAZN, Twitch, Viacom, Bellator and Top Rank on live event, commercial and media distribution strategies.
“Overlaying EMC’s level of expertise alongside the depth of relationships that I hold in Europe on a global basis and my experience in interacting with U.S. rights holders and U.S. businesses, it felt like a natural fit from the outset,” Elliott said.
Gold said companies increasingly have been pursuing international strategies over the past several years.
“There’s a lot of traditional and digital-first buyers who are interested in sports around the globe,” he said. “As big media companies go global, you’re going to see more of these rights become more international in nature, whether it’s European rights that are going to include U.S. rights or U.S. rights that will include international rights.”
