UFC announces Irishman David Allen as Senior Vice President and General Manager of EMEA region

After it emerged late last year that Garry Cook would be taking on the role of Chief Global Brand Officer in Las Vegas, the UFC today announced the appointment of David Allen to be his successor as its Senior Vice President and General Manager of Europe, Middle East and Africa (EMEA).

Born in Dublin, Ireland Allen made his name throughout the world of sport in a career which started with manufacturer Adidas in 1994. Four years later, he took up a sales position in the UK and EMEA side of the Nike 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 the role of General Manager EMEA and USA for the UMBRO brand.
In his new role, according to the UFC, Allen will continue to be based in the London office overseeing the UFC’s business in the EMEA region and report to UFC Chief Global Brand Officer Garry Cook.
On the appointment, Garry 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 it’s 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.”