UTA Hires Storied Esports Brand Partnerships Exec, Ander Nickell
Activision’s Ander Nickell has officially joined UTA as a Brand Partnerships Executive in their esports division. This brings over 15 years of quality experience in marketing and business development, as Ander previously worked for brands such as Activision. This should bring a wealth of knowledge to UTA as a global talent, entertainment, and sports company. It can only mean good things for their continued growth.
Building Innovative Brand Partnerships
The focus on “building innovative brand partnerships” for UTA is right up Ander Nickell’s alley, according to his previous experience. Nickell was head of Global Partnerships for Activision, where he was responsible for worldwide brand partnerships in Call of Duty, Warzone, CoD Mobile, Tony Hawk, and Crash Bandicoot. That is a nice wide variety of genres as well.
Ander Nickell will report to Damon Lau, UTA’s Head of Esports. Here’s what he said about the hiring:
“Ander has a unique talent for establishing authentic connections at the intersection of gaming, entertainment and consumer brands. He has firsthand knowledge of the world’s most prominent gaming franchises, and he is well-respected within the esports and marketing industries. We are thrilled to welcome him to UTA.”
In his time with Activision, Ander Nickell worked with Pepsi, Sony, Comcast, Kellogg’s, Nvidia, and Papa Johns, and brings with him that level of experience for UTA. That’s not all, either. Ander also was behind the development of CoD’s pop culture IP integration strategy. This led to the Saw and The Texas Chainsaw Massacre partnerships for the franchise, in its first-ever in-game crossover event in 2020.
Ander Nickell had this to say about the next step of his career:
“I’ve watched UTA build an unmatched roster of incredibly talented creators, and a team of the industry’s top esports agents and executives. I couldn’t be more excited to help the division realize its ambitions in the space and it’s clear to me that we have an unprecedented opportunity to partner brands with our clients, who represent the next generation of entertainment stars, in new and imaginative ways.”
All told, this sounds like very good news for UTA, who are consistently working on building a powerful team to help represent only the biggest and best across all forms of media. UTA already represents some of the biggest names in online content, such as Nickmercs, Pokimane, Scump, Valkyrae, Grandmaster Hikaru, and so many more.