BT's Singh to lead commercial activities at ECB; Patel to focus on The Hundred
The England and Wales Cricket Board today named Tony Singh as its new chief commercial officer, freeing up Sanjay Patel to focus on managing its planned new short-format competition, tentatively known as ‘The Hundred’.
Singh (pictured) is presently content and business development director at BT, the UK telecoms giant, and will take on his new role at Lord's in April.
As part of the ECB senior management team, Singh will be tasked with overseeing all revenue generation and key commercial relationships, as well as customer-facing activities.
Patel joined the ECB as chief sales and marketing officer in 2014 from Heineken, where he had been the Dutch brewer's marketing strategy and planning director
A year ago, Patel took on the additional role of managing director of the new domestic T20 competition, which now becomes a full-time position, ahead of its launch next year.
The competition will comprise eight new city-based teams and a novel format of 100 balls per innings, with broadcast coverage on pay-TV's Sky and a selection of games on the BBC, the public-service broadcaster.
Singh joined BT in 2014, and has worked across BT TV and BT Sport, leading the team responsible for the broadcaster’s cross-supply content deal with Sky and commercial distribution of BT Sport to other platforms.
Tom Harrison, chief executive of the ECB, said: “Tony brings a wealth of experience in dealing in complex commercial environments and has a proven track-record of delivering success across sports and media organisations. His experience and industry knowledge in a fast-changing media landscape will be a tremendous asset to our leadership team.
“He will have a critical role to play in our long-term plans to grow the game at every level; helping us develop new commercial partnerships and diversify the game’s revenue streams, enhance our use of data and strengthen our digital offering for the millions of cricket fans nationwide.”
Commentating on his new role, Patel said: “As we continue to build towards the new competition it is the right time to focus on what is a fantastic opportunity for the game. Starting in 2020, we will use the new competition to engage existing and new fans and to present the sport in a different, exciting way alongside our other domestic competitions.
“It has been a pleasure to work with our commercial partners over the past few years and I have no doubt that Tony will do an excellent job working with our existing partners and bringing new opportunities to the game.”