Continues Role as Pace-Setter for Global Esports Performance with The Addition of Top Talent from the Sports and Entertainment Industries

Fnatic, leading London-based esports organisation, today announced the appointment of its new Chairman, Lucien Boyer, who brings decades of success and experience from the sports and entertainment industry. Additionally, the brand has brought on two new hires to support the continued growth of its talent and partnerships division: Soraya Sobh, Head of Talent Management and George Mead, Interim Partnerships Director. These impressive additions bolster the growing Fnatic leadership team to secure its leadership position in the world of esports.

“At Fnatic, we are always on the search for top talent across industries, and we are excited to welcome Lucien to leverage his deep expertise and network within the media and sports landscape,” said Sam Mathews, Founder and CEO of Fnatic. “As a leader in esports performance, we are constantly working towards a more diverse and inclusive future, and we pride ourselves on being an equal opportunity employer as we continue to grow our business in 2020 and beyond. The team looks forward to working closely with both Soraya and George to ensure Fnatic continues to be at the top.”

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As the Chairman, Lucien will help support the company’s next phase of growth, advance and develop the brand internationally and continue driving relationships with key stakeholders in the media and entertainment landscape. He is recognised as one of the leading experts in sports and entertainment marketing and is an industry pioneer in sponsorship activation, branded content, experiential marketing, fan engagement and social entertainment. Lucien is co-founder of Inspiring Sport Capital and Chairman of Global Sports Week, an annual international sports event that connects diverse leaders to shake, shape and share the future of the sport economy. Prior to that, Lucien was the Chief Marketing Officer at Vivendi, the leading integrated media, content and communications group and the Global President and CEO of Havas Sports and Entertainment. Lucien will succeed Nick Fry non-executive Chairman, who will remain as an advisor to Fnatic.

“I am humbled to join a highly successful organisation led by such a visionary founder and CEO,” says Lucien Boyer. “There is no doubt that esports represents the most promising new frontier for sports, bringing it closer to the entertainment world. I believe that my unique mix of experience and leadership in brand, sport, media and the entertainment business will help guide Fnatic through the next stage of its success story.”

Lucien’s appointment builds on other reinforcements Fnatic has made to its leadership and management teams this year, particularly in the talent and partnership verticals. Soraya joins Fnatic to continue building out the internal talent management function. Previously, she ran her own artist management agency where she worked with well-known creators such as Above & Beyond and Benny Benassi. This experience, coincided with her entrepreneurial spirit, provides the perfect blend to ensure Fnatic remains the destination of choice for all the best pro-gaming, creator and influencer talent in esports. Soraya is also a recent winner of the Women of the Future (Media) award sponsored by Aviva, and is a previous Music Week 30 Under 30 rising star.

George joins Fnatic following an extensive career with Beko, leading global brand management and partnerships where he spearheaded the Beko #EatLikeAPro campaign with FC Barcelona and UNICEF, which received a series of international industry awards. As Fnatic continues to secure notable, global brand partnerships, George’s prior experience of working with iconic brands and major sports teams brings a strong, knowledgeable perspective to the organisation. With the increased interest of non-endemic brands looking to partner with esports or gaming organisations, George offers an experienced outlook to the table.

“In a young industry and community such as gaming, there are many opportunities to differentiate,” continued Mathews. “At Fnatic, we’re utilising our talent to continue creating a competitive advantage among the biggest brand holders in esports, music and entertainment. Each new hire supports our brand’s larger mission of seeking out, leveling up and amplifying performance-led creators, players and brands for the years to come.”

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