Based in Singapore, ONE Championship has named Jonathan Anastas as its first chief marketing officer. The musician and marketing and advertising executive based in Los Angeles, California, United States will report directly to the martial arts promotion’s chairman and CEO Chatri Sityodtong.
As a member of the ONE Championship senior leadership team, Anastas will oversee planning, development,and execution of the organization’s marketing, advertising, digital, and PR initiatives across the ONE Championship and ONE Esports brands. Chatri stated, “It is my pleasure to announce that Jonathan Anastas has been named the first ever chief marketing officer of ONE Championship.”
“ONE Championship’s focus on innovation and providing a unique martial arts and esports experience to fans remains critical to our continued success,” Chatri continued. “Jonathan’s extensive knowledge of our core millennial audience and his marketing experience in leveraging their personal passions into engagement and monetization will help drive further success for our company in 2020 and beyond. He will ensure that the ONE Championship and ONE Esports brands lead the cultural conversation and that our message is delivered powerfully across all channels to our massive fan base globally.”
“Our goal is to ignite the world with strength, hope, dreams and inspiration through the power of martial arts and esports,” the ONE Championship chairman and CEO added. “I have complete faith that Jonathan will do that as our CMO.”
For Anastas, the opportunity to create new multibillion dollar global sports and esports brands is a rare and exciting career challenge. He said a company that gives importance to values, heroes and stories is “an incredibly compelling platform to build from” and a passionate worldwide audience, 80 percent of which are millennials and Generation Z people, is “a hugely valuable asset to media partners, brands, agencies and the event ecosystem who need them to future-proof their business.”
“I’ve spent the last decade unlocking revenue for those constituencies by pairing gaming, music and action sports fans with the right platforms, content and messaging, leveraging cultural impact and creative assets,” Anastas said. “I cannot wait to work with the inspiring world-class teams at ONE Championship and ONE Esports to reach levels of success never seen before.”
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Before joining ONE Championship, Anastas was most recently the CMO at LiveXLive Media, Inc., a publicly-traded, U.S.-based digital music streaming service, where paying subscribers doubled during his two year tenure. Before this, he was the CMO of the Motor Trend Group, helping the company launch its first OTT/SVOD streaming service and establishing the company’s YouTube channel as the largest auto destination in the United States with over one billion views, and he was part of the management team that sold the company to Discovery Communications.
Anastas brings ONE Championship more than a decade of experience in gaming and esports marketing. He was the first Global Head of Digital Marketing at Activision, known for award-winning marketing campaigns across the Americas, the United Kingdom, Europe, and Asia Pacific.
The newly appointed ONE Championship CMO helped “Call of Duty” achieve US$10 billion in franchise sales globally and was part of the team that successfully launched “Call of Duty China” with Tencent and led marketing for the company’s first esports tournaments. He was initially hired by Activision to run marketing globally for the billion dollar Guitar Hero franchise and was previously the Vice President and Global Head of Marketing for legendary videogame brand Atari.