Lewis, former group marketing director at Land Securities, will be responsible for the CGE brand and positioning it to attract sponsorship for the England team that will compete in the Delhi 2010 Commonwealth Games next year.
Lewis claims the CGE brand has “huge potential” because of the English team’s medal haul in Melbourne three years ago, finishing second only to Australia on the medal table.
He says the Delhi Games will have “additional prominence as a key part of the build-up to London 2012”, adding it will provide a “great sponsorship platform as a result’”.
Most recently, Lewis has worked on secondment at the British Olympic Association and has previously held senior marketing roles with Barclays and the Carlson Leisure group.
The 2010 Commonwealth Games will feature 17 sports including athletics, badminton, boxing and cycling.
CGE recently named double Olympic Gold medallist Dame Kelly Holmes president.