The Football League has appointed the commercial director of the Ladies European Golf Tour, Richard Masters, as its commercial director.
Masters replaces Brian Philpotts, who joined the FA Premier League as commercial director earlier this year.
Masters, who takes up his role in June, says: “The Football League is a brand with a high level of consumer interest. This is a real challenge – the potential for the League is enormous.”
Masters joins the Football League at an important time, as it strives to close the gap on the more glamorous FA Premier League.
The Football League’s three-year broadcasting deal with ONdigital and ITV starts next season and is worth &£315m – four times the amount of the existing deal.
A &£65m five-year Internet venture with NTL is already under way.
Football League chief executive David Burns adds: “These are crucial times for the Football League.
“I am sure Masters will relish the opportunity of raising the Football League’s revenues to new heights.”
Masters previously worked for the English Cricket Board, where he was commercial manager for six years, which included the 1999 Cricket World Cup.