Fnatic Strengthens its Leadership Roster

Europe-based esports organization Fnatic has announced that it has strengthened its leadership team with four new staff members.

The organization announced that Craig Edmondson and Nicola Packer have been appointed as CCO and General Counsel, respectively. Joshua Brill was appointed Chief Marketing Officer and Laura Ashworth-Cape was appointed Chief Legal Officer.

All four new Fnatic team members have extensive experience in professional football, marketing, entertainment and esports industries. The new hires will help the organization take advantage of some of the exciting business opportunities that are emerging.

Craig Edmondson, Fnatic’s new Chief Commercial Officer, is perhaps the most recognizable new name in the organization. Edmondson, who worked for the Premier League and technology company Zwift for 14 years, will be tasked with planning and executing business strategies.

Edmondson had this to say about his new role:

“Fnatic is one of the most forward-thinking brands in gaming and I’m thrilled to be joining the organization at a very exciting time to help take the team’s business offerings to new heights. There is huge room for growth within the industry and Fnatic is primed to take advantage of some of the emerging opportunities and markets within the digital space.”

Alongside Edmondson, Fnatic’s legal team is supported by the organization’s new General Counsel, Nicola Packer. Packer has worked for Dyson and EXTREME in the past and has diverse experience in gaming, esports and technology. The second addition to the legal team is Laura Asworth-Cape, who joined Fnatic after a four-year tenure as the club’s Legal Advisor at Arsenal FC.

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Most recently, Joshua Brill, former Head of Ads for Viacom CBS, had joined Fnatic as the new Head of Marketing. Brill had worked on the strategies of companies like MTV, Comedy Central, Nickelodeon. According to Fnatic, Brill will seek to build on the rapid growth of Fnatic’s youth-focused audience.

Fnatic announced that the organization saw a 400 percent increase in digital growth in 2021. In addition, the company plans to expand its Web3 business strategy in the coming months.

“Fnatic has just experienced one of its biggest years of digital growth to date and we want to ensure we continue building on our recent success. Each of our four new hires brings a vast amount of experience with them that will provide our team with the expertise to level up our offering, helping us navigate some of the most innovative and engaging initiatives we’ve ever undertaken.”

Fnatic’s CEO Sam Mathews