Manchester United has appointed previous Channel 4 and Disney executive Andy Anson as its commercial director.
Anson, currently a partner at the consulting company OC&C, will take up the newly created position at Old Trafford in February and report directly to the club's chief executive David Gill.
His appointment follows conversations between the football club and a number of highly regarded marketing executives, including ITV's commercial and marketing director Jim Hytner.
David Gill said: "The new post of commercial director is critical to our ability to deliver the company's key strategic aims of converting more fans to customers and leveraging the club's brand through our global commercial activities. With his experience of having worked for Disney, Channel 4 and as a strategy consultant in the media and entertainment fields, Andy is ideally suited to meet these challenges."
Prior to joining OC&C, Anson was the head of strategic planning at Channel 4 and managing director of Channel 4 interactive.
Before that, he spent three years as the director of finance and planning for US licensing at Walt Disney in California.