The National Football League has hired Tim Ellis as chief marketing officer to boost the fortunes of the league as it struggles with declining TV revenues, player protests, criticisms from president Trump and player health issues.
He joins the NFL from Activision Blizzard, where he spent seven years before exiting as CMO of the Santa Monica-based interactive entertainment outfit.
Ellis spent the bulk of his 25-year career in global marketing at Volkswagen Group of America and Volvo Cars.
Upon joining the NFL on Sept. 17, Ellis will take charge of content development, branding, research, consumer engagement, marketing operations, advertising and promotional activities.
He will report to COO Maryann Turcke, who said in a statement that Ellis’ “marketing innovation experiences with reaching new audiences via emerging platforms and driving engagement using creative storytelling will further the NFL’s brand.”
Ellis replaces Dawn Hudson, who left the NFL early this year.
The NFL kicks off the 2018 regular season Sept. 6 with the defending Super Bowl champion Philadelphia Eagles hosting the Atlanta Falcons.