Esports organisation Immortals has turned to traditional sports for its latest major appointment, with Ari Segal taking up the role of president and COO.
Segal comes from a background in the National Hockey League where he served as COO for the Arizona Coyotes, leading the team to its highest ever single-season ticket sales and total revenue. Previously he also worked at management consultancy firm McKinsey & Company in global sports and gaming practice.
He will serve as a non-voting board adviser on Immortals' board of directors, overseeing all business operations, both at the holding company level and across all esports leagues in which Immortals compete.
He joins at a difficult time for the organisation however, with the CounterStrike: Global Offensive team in the midst of a crisis following the suspension of three players which could jeopardise Immortals' guaranteed roster spot in Valve's next tournament.
Noah Whinston, Immortals chairman, said: "Ari brings a wealth of knowledge and passion from the traditional sports industry and has a proven track record of building or re-positioning brands to connect deeply with fans, particularly in their local markets."
Clinton Foy, managing director at investment firm CrossCut Ventures added: "As we think about the future for Immortals, hosting live events and building our revenue streams, I believe we found a great fit and a world-class executive in Ari Segal."
The organisation has enjoyed a modest amount of success in both League of Legends and CS:GO since forming in 2015 and recently purchased a spot in the Los Angeles Overwatch League.
There is clearly a lot of confidence in the Immortals brand with the organisation receiving funding a number of LA tech investors receiving funding from Lionsgate, and the movie company behind La La Land and the Hunger Games.