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- Lagen Nash has joined Misfits Gaming as the organization’s vice president of partnerships.
- Nash most recently served as vice president of global solutions for the FOX Networks Group.
- This is the second FOX Networks Group executive Misfits Gaming has recruited in a matter of months.
Misfits Gaming has named Lagen Nash to the role of vice president of partnerships. Nash joins the esports organization from FOX Networks Group, where she served as vice president of global solutions.
In her new role, Nash will be tasked with the identification and securing of sponsorship opportunities for the global Misfits Gaming portfolio. This includes the organization’s Overwatch League team Florida Mayhem, as well as its newly acquired Florida-based Call of Duty Global League franchise slot as the team prepares for the 2020 inaugural season.
“My experience bridging the audience’s interests with the goals of a brand across many different media platforms can be applied to building valuable partnerships across any sports league or team, whether traditional or esports,” Nash told The Esports Observer. “The strong momentum of esports and its growing influence and reach will also help me drive valuable partnerships for brands at Misfits just as I did in my previous roles at FOX.”
Those previous roles included that as an internal consultant, where Lagen claims to have driven “millions of dollars in incremental revenue leveraging entertainment and sports programming assets and equities” across the FNG portfolio, including FOX Broadcasting (FOX), FOX Sports, FX, National Geographic, FOX, and FOX International Channels.
Lagen says that reaching a brand’s demographic is the most important thing to consider when approaching a partnership in esports.
“Esports has an audience that many marketers are trying to reach which has also become harder for traditional media outlets and advertising to reach,” she said. “The more a brand’s demographic aligns with the esports audience, the more seriously they should consider partnering with esports organizations.”
Misfits Gaming has hired two executives from FOX Network Groups this year. In July, the organization named Greg Stangel to the position of chief revenue officer (CRO). He previously served as senior vice president of Fox Networks Group’s Global Solutions team.
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