Eleven Sports has hired UFC marketing director Scott Fenton as it gears up to launch its streaming service in the UK.
Fenton, who led EMEA marketing and brand strategy for UFC for over two years, will take up the new role of head of marketing and communications for the UK and Ireland on Monday (30 July).
Before UFC, he was at the NBA where he led the broadcast marketing strategy, and ESPN where he helped to drive fan engagement.
Fenton joins Eleven Sports following its acquisition of top-flight Spanish and Italian football rights which it has lured away from Sky and BT.
Matches will be shown on a new online and mobile subscription service which will launch on 9 August with free coverage of golf's PGA Championships.
“Scott’s knowledge and experience of business to consumer communications as well as his background at both a broadcaster and rights holders makes him the perfect person to lead our marketing team in the UK and Ireland,” said Danny Menken, group managing director of Eleven Sports.
Although new to the UK market, Eleven Sports is based in London and claims to have over 17 million paying customers in Belgium, Italy, Luxembourg, Poland, Singapore, Taiwan and the US.
As well as acquiring rights to shown Spain's La Liga and Italy's Serie A, where global superstar Cristiano Ronaldo will be plying his trade with Juventus next season, Eleven Sports will also be the UK broadcaster for the Netherlands' Eredivisie, the Chinese Super League and Sweden's Allsvenskan.