Zuffa, LLC today named sports industry veteran Bryan Johnston as Chief Marketing Officer for the Ultimate Fighting Championship® organization. In this executive position, Johnston will establish and oversee the global marketing strategies and merchandise initiatives for UFC and World Extreme Cagefighting brands.
With more than 20 years of experience in sports, Johnston joins UFC after working as Vice President of Marketing for Burton Snowboards, the world’s leading manufacturer of snowboarding equipment and apparel. In his six years at Burton, he cultivated the company brand image and coordinated its message and vision through group initiatives including marketing, new media, corporate alliances and media relations.
“With his experience and leadership in brand marketing, Bryan is a great addition to the company just as we are getting ready to go global,” said Dana White, UFC President. “I’m excited to have Bryan on board, and look forward to working with him on all of our company plans and goals.”
“I am honored to be a part of UFC, and to have this opportunity to work with Dana White, Lorenzo Fertitta and their team,” said Johnston. “What they’ve accomplished with this sport is amazing; I’m excited to be a part of taking UFC to the next level as a global and lifestyle sport.”
Prior to working at Burton, Johnston was Vice President of North American brand management for the Adidas-Salomon organization, where he developed marketing strategies and managed athlete contract negotiations.