European esports organization OG Esports announced the appointment of Daniel Sanders as its new Chief Executive Officer. Sanders has previously held leadership positions at Red Bull (head of esports and gaming marketing, UK) and Tencent Games (senior global marketing lead). Sanders—a former British professional rugby player—launched his career in esports as a player and manager at Dignitas. He joined OG Esports in 2023 as Chief Commercial Officer before ascending to the CEO role.
Under Sanders’ leadership, OG aims to reinvigorate its competitive performance while expanding its business offerings. “We are founded by players and on competitive excellence, and it hurts that we are not in contention for major titles,” Sanders told The Esports Advocate. “Our focus is on professionalizing our competitive offering to return OG to where it needs to be.”
Beyond revitalizing its core esports teams, OG plans to pursue growth and diversification, leaning on the organization’s storied brand to widen its impact. “OG has an incredible brand and history, but it has unfortunately been waning due to the lack of competitive success and limited broader offering outside our competitive products,” Sanders noted.
A key component of OG’s broader strategy involves establishing a stronger presence in China, an increasingly important market for global esports. “We aspire to consolidate our position in key territories with local investment and to touchpoints – with China being a key objective,” Sanders said.
He added that additional IP and new assets will be critical to reducing reliance on competitive performance for revenue and ensuring sustained growth. “This is also critical on a global level,” Sanders emphasized, highlighting OG’s ambition to develop multiple business verticals and create long-term value in a rapidly evolving esports landscape.