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One Championship hires first CMO

Asian mixed martial arts promotion One Championship has hired Jonathan Anastas as its first chief marketing officer.

Anastas was most recently CMO at LiveXLive Media, a US-based digital music streaming service, where paying subscribers doubled during his two-year tenure. Prior, to that he was CMO of the Motor Trend Group, helping the company launch its first OTT/SVOD streaming service, and establishing its YouTube channel. Anastas was part of the management team that sold the company to Discovery.

Anastas also brings to One Championship more than a decade of experience in gaming and esports marketing. He was the first global head of digital marketing at US video game publisher Activision. One formed its own esports championship in November 2018 through a joint venture with Japanese media agency Dentsu.

As a member of the One Championship senior leadership team, Anastas will oversee planning, development, and execution of the organisation’s marketing, advertising, digital, and PR initiatives across the One Championship and One Esports brands. He will report directly to One Championship chairman and chief executive, Chatri Sityodtong.

Sityodtong said: “One Championship’s focus on innovation and providing a unique martial arts and esports experience to fans remains critical to our continued success. Jonathan’s extensive knowledge of our core millennial audience and his marketing experience in leveraging their personal passions into engagement and monetisation will help drive further success for our company in 2020 and beyond.

“He will ensure that the One Championship and One Esports brands lead the cultural conversation, and that our message is delivered powerfully across all channels to our massive fan base globally.”

Anastas added: “The opportunity to create new multi-billion-dollar global sports and esports brands is a rare and exciting career challenge. ‘Values, heroes and stories’ is an incredibly compelling platform to build from, and a passionate worldwide audience which is 80-per-cent millennial and Generation Z is a hugely valuable asset to media partners, brands, agencies and the event ecosystem who need them to future-proof their business.”