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The Immortals esports organization has hired former Arizona Coyotes (NHL) Chief Operating Officer Ari Segal as its new President and COO, the company announced today. Segal takes lead of Immortals’ business operations at a critical time for the company, as it begins competing in the upcoming Overwatch League as one of two Los Angeles franchises.

“Ari brings a wealth of knowledge and passion from the traditional sports industry and has a proven track record of building or repositioning brands to connect deeply with fans, particularly in their local markets,” said Noah Whinston, Immortals’ CEO. “Innovation, access, transparency, and accountability are all hallmarks of his brand-building strategy and management style, making him the ideal fit for this critical role in our organization.”

According to the press release, Segal “led the [Coyotes franchise] to its highest ever single-season ticket sales and total revenue.” He was initially noticed by the Coyotes after his role as the president of business operations for the San Diego Gulls—a minor league hockey team. In July of 2016, the Gulls received an AHL business excellence award after becoming a league leader in season ticket and group ticket sales. Just one year old, the Gulls had the second highest attendance record of 30 AHL franchises.

Now, Segal turns his experience towards esports. Clinton Foy, Immortals’ Chairman, provided praise for Segal, explaining that “his operating experience, strong relationships, and proven success working with strategic partners are all huge assets for Immortals.” Indeed, as Immortals turns its focus to OWL and having a local fanbase, Segal should prove invaluable in creating and maintaining the franchise.

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