Immortals Gaming Club has hired former NASCAR CRO Jon Tuck as its first chief commercial officer, putting him in charge of all revenue related to IGC’s esports operations.

Tuck will be responsible for generating revenue from sponsorship, media, merchandise and live events across iGC’s operations, which includes teams in the Call of Duty League (Optic Gaming L.A.), Overwatch League (L.A. Valiant), League of Legends Championship Series (Immortals) and Counter-Strike: Global Offensive (MIBR), among other operations.

Tuck left NASCAR late last year at a time when the racing series’ sales department was seeing changes amid the $2B acquisition of International Speedway Corp. He also previously worked at Sports Illustrated Group. IGC had been looking for a new CCO for several months.

IGC CEO Ari Segal in a statement said, “In Jon, we’ve identified an established, strategic, credible, and passionate sales leader who can commercialize that portfolio now and in the future. Jon’s experience as the senior revenue executive at NASCAR combined with his prior roles managing sales teams and driving revenue at other blue chip, contextually relevant digital properties position him extraordinarily well for this opportunity.”

Tuck will be based in N.Y. and L.A. and report to Segal. IGC will announce the move today.

Tuck added in a statement, “IGC is experiencing a period of dynamic growth with its impressive portfolio of assets and a young, enormous, engaged audience. The entire esports ecosystem is growing and will continue to do so for years to come. I look forward to working with the team to partner with brands to help them navigate esports and develop partnerships that allow them to engage our audience in an organic, authentic way.”

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