The UFC have today announced the appointment of David Allen as its Senior Vice President and General Manager of Europe, Middle East & Africa (EMEA), the position formerly occupied by current Chief Global Officer Garry Cook.
Allen first joined the UFC in December of 2013 as Director of Events, Marketing and Communications for EMEA, based at the UFC’s London office, and has been a leading figure behind the scenes in shows such as the memorable UFC Fight Night: McGregor vs Brandao at the sold out O2 in Dublin.
Dublin born Allen kicked off his sports career with sportswear manufacturer Adidas in 1994. In 1998, he made the move to Nike where he held sales positions in the UK and EMEA business ahead of his promotion to General Manager of Nike Football EMEA in 2006. In this role, Allen led the team to over $1 Billion in sales and the market leader position in the critical markets of UK, Italy, France and Spain.
In 2010, Allen took on a new challenge within the Nike family and accepted the role of General Manager EMEA and USA for the UMBRO brand. He was responsible for creating the vision of the UMBRO brand, growing revenues, developing and delivering turnaround strategies to key markets.
The UFC explained that Allen will continue to work out of the London office overseeing the UFC’s business in the EMEA region, and will report to UFC Chief Global Brand Officer Garry Cook.
On the appointment, Cook said: “I have had the privilege of working with David over many years and his dedication, determination and drive will add great value. The UFC looks forward to the further growth of the brand in EMEA under David’s tutelage, as the organization targets new markets, partnerships and opportunities, including its largest European event to date in Stockholm next week.”
David Allen added: “”I am grateful for the confidence the company has placed in me and I look forward to working with a great team, both here in EMEA and in our Las Vegas office, as we work together to grow the UFC business across the region.”
Photo by Jorden Curran
