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UFC appoints new head of EMEA operations

The UFC has today announced a new Vice President and General Manager of its operations in Europe, Middle East and Africa.

James Elliot was today appointed head of the UFC's EMEA operation
James Elliot was today appointed head of the UFC's EMEA operation

James Elliot joined the UFC in 2013 as Senior Director of Content. In his new role he is tasked with overseeing "the continued growth of the company across the region by expanding the number of live events and securing key broadcast partnerships."

The role was previously held by the recently-departed Dave Allen and before him by the former Manchester City chief executive Garry Cook, who has since relocated from London to Las Vegas, Nevada after being promoted to Chief Global Brand Officer and Head of International Business Development.

"Our EMEA division has consistently been out-performing expectations and we are thrilled to have James lead our EMEA business to new heights," says Cook in a UFC press release.

"[The] UFC has enjoyed considerable success in Europe and this year's slate of historic fights and sold out events are evidence that [the] 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 [the] UFC's expansion throughout the region and around the world."

Prior to joining the UFC, Elliot worked with top-tier outfits such as sportswear giant PUMA and British soccer's governing body, the Football Association. As such he shares a similar lineage to Cook, who has worked with Nike as well as Manchester City.

His first event as head of the EMEA operation will be this month's UFC FIGHT NIGHT: POIRIER vs. DUFFY in Dublin, Ireland. Tickets for the event at the 9,500 capacity 3Arena in Dublin sold out in just 60 seconds.

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