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Former NASCAR executive David Higdon will join Riot Games in its newly created position of global head of communications, esports.

Higdon worked for six years as VP of integrated marketing communications for NASCAR, and was CCO of the LPGA for two years.

Higdon will start his new position with Riot on August 31.

Riot Games has brought on former NASCAR VP David Higdon to fill its newly created global head of communications position for its esports division.

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Higdon served as vice president of integrated marketing communications for NASCAR from 2011 to 2017, leading the division to win PRWeek’s 2015 In-House Team of the Year award. He previously worked for two years as CCO for the Ladies Professional Golf Association (LPGA).

For the last year, Higdon has worked with his father, champion runner Hal Higdon, on an online training platform for runners, Hal Higdon Digital.

Higdon will start his new position with Riot Games on August 31, and will attend the North American League of Legends Championship Series finals in September.