Garry Cook, former executive with Nike and Manchester City and since 2014 the UFC's chief global brand officer, reveals in this Q&A that the challenge of growing the UFC among core
fans while attracting casual and non-endemic fans and marketing partners. The latter includes Reebok, Anheuser-Busch, Topps and EA Sports; it means being authentic while thinking outside the
Octagon, and building an interactive and vibrant platform that addresses domestic and global needs and keeping top fighters front and center and accessible.
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