Fnatic hires former Mercedes AMG Formula One CEO

2/6/2018 8:03:23 PM EST

Fnatic announced the hiring of former Mercedes AMG Formula One Team CEO Nick Fry as the company's new head of commercial strategy.

Fry, who is also the founder of the advisory firm Stonehaven Partners, spent 11 years working in Formula One and will focus on Fnatic's performance management and media rights.

"When it comes to esports, we're in the forefront in terms of innovation and delivering value for the brands, leagues and partners we work with," Fnatic CEO Wouter Sleijffers said in a statement. "Now is the time to build on the momentum we've created - Nick has experience that will aid us in doing exactly that."

Fnatic has been working to expand its brand outside of pro competitions in the past year, partnering with music streaming service Deezer, esports reality series GAMERZ and smartphone manufacturer OnePlus, according to The Esports Observer.

Fry led team Hondo when Jenson Button won his first career Formula One race at the 2006 Hungarian Grand Prix.

--Field Level Media