Nick Fry joins FNATIC as Head of Commercial Strategy

06 February 2018


Nick Fry
Nick Fry, Head of Commercial Strategy

London based Fnatic have made a major appointment this week with the former CEO of the Mercedes AMG Formula One team, Nick Fry, joining the esports org as Head of Commercial Strategy.

Acting as an advisor both commercially and strategically, Fry and his firm Stonehaven Partners will look to continue to grow the esports brand.

Announced on February 5, Fnatic will use Fry’s knowledge and experience in performance management and media rights to boost its footprint in the esports industry, as well as improving its potential for partnerships with other brands.

Fry began his long-forged career in the automotive industry with Ford Motor Company over 40 years ago in 1977, initially working in Product Development. 25 years later he became the Managing Director of BAR F1. More recently, he was a main player in Formula One, acting as CEO of Mercedes’ team before leaving in 2013.

Speaking on this exciting acquisition, Fnatic CEO Wouter Sleijffers explained: “Having someone of Nick’s experience and stature is of significant value for Fnatic and esports as a whole. When it comes to esports, we’re in the forefront in terms of innovation and delivering value for the brands, leagues and partners we work with. Now is the time to build on the momentum we’ve created – Nick has experience that will aid us in doing exactly that.”

Fry also discussed his new venture into esports, saying the following. “I’m incredibly excited to be joining such a forward-thinking company like Fnatic. As it stands, Fnatic is widely recognised among the biggest brand holders in sports, music and entertainment, and my role is to not only strengthen that position but also build on it.”

“With esports in 2017 drawing 258 million unique viewers globally last year, the world’s biggest brands have started to take notice and want to be part of the action,” Fry continued. “Fnatic is leading the way for non-endemic and global brands to create a route towards the opportunities that esports is presenting.”

FNATIC currently competes in games such as League of Legends, Counter-Strike: Global Offensive, Dota 2, Overwatch, and Heroes of the Storm. The organisation is currently partnered with Chillblast, Deezer, MSI, Ballistix, Moster, DXRacer, Newzo, Strafe, FNATIC Gear, OnePlus, and AMD.

Esports Insider says: Fry’s transition into esports is a huge gain for the industry as a whole, and Fnatic has hit the jackpot with this acquisition. We look forward to seeing how the organisation further develops commercially in the upcoming months.