By Barry Janoff
February 28, 2017: Long-time Electronic Arts and EA Sports executive Peter Moore is getting a new boss: LeBron James.
Moore, who has been with EA for nearly ten years and currently is its chief competition officer, said he would leave the company this summer and return home to the U.K. to become CEO for Liverpool FC. He will replace Ian Ayre.
Liverpool, which plays in the English Premier League, is majority owned by Fenway Sports Group, which acquired the club in 2010.
Among Liverpool’s minority investors is LeBron James through a broader alliance between his LRMR Marketing firm and Fenway Sports Group.
Fenway Sports Group’s portfolio also includes the Boston Red Sox, Roush Fenway Racing and NESN New England Sports Network.
FSG said Moore’s hire "completes a ten-month transition plan by FSG and finalizes the senior management structure at the club."
Moore’s move is, in some ways, organic. EA Sports is a top-tier partner with the English Premier League. In addition, EA Sports' FIFA video games is one of the company’s top-selling lines.
The 61-year-old Moore has also been COO and president for EA Sports.
"Peter will leave an incredible legacy," EA said in a statement. "Peter led our sports business to some of its biggest moments as president of EA Sports. As our chief operating officer, he helped us navigate the transformation of our company and the evolution of our business in a digital world.
"In the past year as chief competition officer, he has driven EA’s rapid expansion in competitive gaming. Above all, through his time at EA, Microsoft and Sewga, Peter has been a statesman and advocate for our industry," said EA.
Moore has previously held senior roles with Microsoft, SEGA and Reebok, which gives him ample experience to work with Liverpool’s roster of marketing partners, including jersey-front sponsor Standard Chartered, New Balance, Carlsberg, Dunkin’ Donuts, MDNA and DraftKings.
Liverpool FC is among the most popular soccer clubs in the world, with nearly 7 million followers on Twitter and 29.7 million Likes on Facebook.
Between now and his departure, EA said that Moore would continue to drive the company’s strategies.
According to EA, "In the weeks to come, Peter will continue to guide EA’s Competitive Gaming Division in its mission to make stars of all of out players. Peter has built a fantastic team that is now running dozens of global tournaments and events with millions of players.
"With more exciting expansion plans on the horizon, Peter will be working with the teams to drive a leadership transition before he returns to the UK this summer."
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