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CBC SPORTS SCORES NEW EXECUTIVE DIRECTOR

CBC English Services has announced Jeffrey Orridge will become executive director of sports properties on April 4 and will head up overall sports broadcasting strategies, including rights acquisitions and partnerships.

Although the titles and roles differ slightly, Orridge replaces Scott Moore, who left CBC in November and was also responsible for its sports properties.

"We are anticipating an exciting NHL Stanley Cup Playoff schedule, with women's FIFA World Cup Soccer soon to follow," said Orridge in a release. "Our sports schedule overall represents an extraordinary opportunity and value proposition for both our audiences and our advertising partners."

Commenting on Orridge's appointment, Kirstine Stewart, executive vice-president of CBC English Services, said, "He is an exceptional sports executive with a strong background in rights negotiations and strategy development and implementation. He's grown a number of highly recognizable sports brands and has a strong reputation for partnership building both within and among organizations in the corporate and not-for-profit worlds."

Most recently, Orridge was COO and head of global business development at Toronto-based Right To Play International, a non-profit devoted to using sport and play programs to enhance children's lives.

He also previously worked in various divisions at Mattel, including worldwide licensing and corporate strategic planning as well as entertainment and new business development.

Orridge also did stints at Reebok International as counsel for worldwide marketing and advertising and later as director of global sports marketing.

-Marketing Magazine

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