Alfonso Medina has been appointed as the new head of media rights at the English Football League, which represents the three divisions below the top-tier Premier League.
Medina has joined the league from production company Endemol, where he worked as director of sales for sports rights.
He has also worked in executive roles at sports broadcaster ESPN and the International Tennis Federation global governing body.
“This is a terrific opportunity and I look forward to working with our broadcast partners and clubs to help build the profile and commercial value of the Football League’s media and digital assets in the UK and around the world,” Medina said.
The league’s chief commercial officer, Richard Heaselgrave, added: “His international experience of sports broadcasting, including production and programming, will be a huge asset as we enter an important era in the sports rights market.”