ECB Names Sanjay Patel As Chief Sales and Marketing Officer As John Perera Steps Down As Commercial Director

The England and Wales Cricket Board (ECB) has appointed Sanjay Patel as its new Chief Sales and Marketing Officer. Currently Heineken’s Marketing Strategy and Planning Director, he will succeed the ECB’s Commercial Director John Perera who is retiring from this role at the end of the year after nearly a decade in the post.

Mr Patel, who has marketed a variety of well-known drinks brands including Gordon’s gin, Smirnoff and Bulmers cider, recently oversaw a major organisational and cultural change programme at Heineken and delivered a new five year business strategy for the company.

ECB Chief Operating Officer Gordon Hollins, who oversaw the recruitment of Mr Patel, said: “This is a new position which will oversee all the Board’s sales and marketing activity, manage relationships with commercial partners and implement our new digital media strategy.

“Sanjay has a wealth of experience of working with major brands and a proven track record of delivering commercial success. We are delighted to have secured his services and he will take a lead role in shaping our commercial strategy as we go forward.”

Since joining ECB in May 2005, John Perera has successfully concluded two broadcast rights agreements for ECB’s domestic and international programme.  He has also secured two Asian broadcast deals as well as securing further broadcast contracts in South Africa, Australia, New Zealand, North America, the Caribbean and Europe.

Under his leadership, the ECB commercial team has also secured lucrative partnerships with blue-chip business brands such as Investec (Test matches) Waitrose (England teams), Royal London (One-Day International and domestic cricket) and a range of official suppliers including adidas, Jaguar and the Times.

Paying tribute to Mr Perera, ECB Chief Executive David Collier said: “In an extremely tough and competitive marketplace, John has done a magnificent job in securing record-breaking revenues for cricket; developing mutually beneficial partnerships across the sport and building an ever-expanding  commercial ‘family’ of sponsors and suppliers.

“His legacy is a hugely impressive one and on behalf of the ECB, I would like to place on record my sincere thanks for all his efforts. Without his professionalism and expertise, ECB would not have been able to make such substantial investments into England teams, First Class cricket and our recreational game as it has over the past decade. Cricket is now extremely well placed to develop further as a sport and we wish John well in the future.”