LONDON – UFC EMEA Content Director James Elliott is being promoted to the division’s vice president and general manager, a press release announced Wednesday.

Elliott will report to UFC Chief Global Brand Officer Garry Cook and oversee the expansion of the UFC’s European schedule as well as secure “key” broadcast partnerships.

“UFC has a strong commitment to the European market and I am thrilled to help lead the organization’s thriving business in the region,” he stated in the release. “By leveraging key broadcast partnerships and exciting live events that have sold out some of the biggest arenas in Europe, UFC is poised to expand its global reach for years to come.”

Elliott is credited with expanding the UFC’s broadcast footprint in Europe by “leveraging key partnerships” with UK TV partner BT Sport and the free-to-air UK channel PICK as well as deals in the Czech Republic, Slovakia and Russia with the All-Russia State Television and Radio Broadcasting Company (VGTRK).

A former marketing executive at Puma, Elliott negotiated broadcast deals for The Football Association, Pitch International and the Kentaro Group before joining the UFC as a content director.

“Our EMEA division has consistently been out-performing expectations and we are thrilled to have James lead our EMEA business to new heights,” stated Cook in the release. “UFC has enjoyed considerable success in Europe and this year’s slate of historic fights and sold out events are evidence that 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 UFC’s expansion throughout the region and around the world.”

The hire comes three weeks before the UFC’s EMEA division closes out the year with UFC Fight Night 76, which features a featherweight headliner at Dublin’s 3Arena between Dustin Poirier and Irishman Joseph Duffy. The event reportedly was a very quick sellout.

For more on the UFC’s upcoming schedule, check out the UFC Rumors section of the site.