NFL Hires Activision's Tim Ellis as CMO

By Alexandra Bruell

The National Football League has hired videogame maker Activision Blizzard Inc.'s Tim Ellis as chief marketing officer, as the league confronts a barrage of issues, ranging from ratings slumps to player protests.

Mr. Ellis replaces Dawn Hudson, who announced her departure in March.

"We are excited to welcome Tim to the NFL family," said Maryann Turcke, the league's new chief operating officer. "Tim's marketing innovation experience with reaching new audiences via emerging platforms, and driving engagement using creative storytelling will further strengthen the NFL brand."

Mr. Ellis joins the NFL after spending seven years serving as CMO of Activision. Before that, he spent most of the previous decade in global marketing executive roles at Volkswagen Group of America Inc. and Volvo Cars.

He joins the league as it fields a number of brand challenges. Last year, Papa John's founder and former Chief Executive John Schnatter blamed its own disappointing sales on the NFL's inability to resolve player protests during the national anthem. NBCUniversal Media LLC's ad chief, Linda Yaccarino, has said some advertisers were upset about the players' protests.

The protests are likely to generate backlash again this coming season, which kicks off next week, as President Trump continues to criticize the behavior.

Television ratings for NFL games also have declined in recent seasons, due in part to the overexposure of NFL programming and the controversy around the protests, according to TV executives.

Mr. Ellis will report to Ms. Turcke.

Ms. Hudson, who was at the NFL for nearly four years, was responsible for creating memorable ads such as this year's "Dirty Dancing" themed Super Bowl spot and the "Let the Show Begin" ad campaign, which touted the entertainment value of the game. She also helped the league navigate crises such as domestic abuse by players.

In his new role, effective Sept. 17, Mr. Ellis will be responsible for all aspects of the NFL's marketing organization and will directly oversee research, content development, consumer engagement, advertising, promotions, marketing operations and branding.

Write to Alexandra Bruell at alexandra.bruell@wsj.com

(END) Dow Jones Newswires

August 28, 2018 13:21 ET (17:21 GMT)

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