The sports/entertainment licensing vet will develop virtual and physical merchandising opportunities for fans of Overwatch League worldwide.

NORTH AMERICA–In a move to build on its professional eSports league, Blizzard Entertainment has appointed Daniel Siegel to serve as head of eSports licensing for the “Overwatch” League.

In his newly created position, Siegel will help drive the entire “Overwatch” eSports ecosystem.

Prior to joining Blizzard, Siegel served as vice president of licensing at WME-IMG. During his tenure, he was responsible for developing and implementing licensing strategies for IMG's clients as well as securing worldwide rights to represent a number of automotive brands (including Jeep, Chrysler, Dodge and Ram). He also managed new licensing partnerships on behalf of entertainment clients such as EA Sports, ESPN Wayne Gretzky, Serena Williams and 20th Century Fox.

Before WME-IMG, Siegel served as vice president of new business development and legal counsel for CMG Worldwide, where he was responsible for licensing an array of entertainment, sports and historical icons–including Marilyn Monroe, James Dean, Babe Ruth, Vince Lombardi and Jackie Robinson.

“We’re thrilled to see what Daniel can do for our highly-engaged fans given his wealth of experience and tremendous track record with iconic global sports and entertainment brands over the years,” says Pete Vlastelica, president and chief executive officer, Major League Gaming division, Blizzard Entertainment. “Licensing and partnerships have become an increasingly important part of how the ‘Overwatch’ brand is promoted and presented to eSports fans all over the world. We very much look forward to working with Daniel to create new ways for fans to connect with their favorite ‘Overwatch’ teams and heroes.”