Sfl Names Diageo Exec As New Ceo

The Scottish Football League has appointed Diageo executive David Longmuir to
the newly created role of chief executive as it looks to improve its commercial
fortunes.

The 42-year old Longmuir will take up his post in a few months’ time and will
look to solve the SFL’s commercial void with the league’s three divisions
currently without a major sponsor or broadcast contrast.

Longmuir will be charged with revamping the image and marketability of
Divisions One, Two and Three, the Challenge Cup and CIS Insurance Cup.

He commented: ‘We want the SFL to be looked upon as vibrant, dynamic,
creative and commercially attractive. I have given up a 20-year career with one
of the world’s top drinks companies, but I have been a football supporter all my
life. So I look forward to driving the SFL forward.’

Two weeks ago, the SFL’s 30 clubs voted against talks about the formation of
a second division of the Scottish Premier League.

The appointment sees a change in policy at the SFL which has traditionally
been ruled by a committee structure whereas Longmuir will have responsibility
for creating and implementing policies of his own.