Óscar Yáñez

Encom, the management company of the DreamHack brand in Spain, has appointed Óscar Yáñez as the new marketing director. With more than 20 years of experience in entities linked to the sports, marketing and digitization industry, his objective will be to help generate value for all those brands that wish to incorporate their business activity into the gaming industry.

Óscar Yáñez has a degree in Law and a diploma in Economic Law from the University of Navarra, an MBA from IE Business School, as well as a PhD student from the University of Alcalá de Henares. With a great professional career, Yáñez has dedicated a large part of his career to the sports sector, holding positions of responsibility such as Product Manager at the Center for Sport Business Management (CSBM) at IESE Business School, Head of Sport for Development at UNICEF, Deloitte or Grant Thornton Spain, where he has held the position of director of SportsTech until joining Encom. In addition, he is a professor of Sports Business at Syracuse University and is doing his doctorate "Brands and Sports in Digital Environments" at the University of Alcalá de Henares.

For Arturo Castelló, CEO of Encom, this incorporation "will reinforce the company's marketing strategy. It is a profile with a lot of experience, especially in the sports sector, which will boost our business objectives. This type of professionals are key for the esports industry to continue growing exponentially, so we will take advantage of all their know-how and expertise so that both DreamHack and Esports City League, as well as the rest of the company's initiatives, can reach the next level".

"Visiting DreamHack meant witnessing first-hand the revolution that esports have generated for the entertainment industry," says the new marketing director Óscar Yáñez, who adds: "I am clear that the potential of this sector is enormous, so for To be part of it I needed to join a top-tier company in this industry, like Encom. I hope my experience helps the company achieve even better numbers."

Óscar Yáñez will join Encom's newly opened Madrid office. This new location was born with the aim of supporting the business development team and facilitating the production of new events in different cities of the country.