Scottish Football League appoint first Chief Executive

The Scottish Football League has appointed David Longmuir to their newly created post of Chief Executive.

Longmuir, currently Brands Protection Director with Diageo plc, has agreed to join the SFL with a wide-ranging remit to re-invigorate the league body.

Longmuir, 42, comes to the SFL with an impressive track record and an intimate knowledge of the commercial aspects of the game – having run the Bell's SFL sponsorship on behalf of Diageo.

When current Secretary Peter Donald announced his intention to retire, the SFL Management Committee decided this was the time to re-organise their hierarchy and bring a new drive and direction to the organisation.

Among the responsibilities of the new Chief Executive will be a remit to help clubs foster closer links with their communities and, therefore, drive up attendances and also identify and secure more investment into the game.

"We are delighted to have secured a man of David's calibre," says John Smith, President of the Scottish Football League. "He has the ideal attributes – a knowledge and love of the game; first-hand experience of the commercial aspects of football and business experience at the highest level.

"The SFL Management Committee look forward to working with David to meet the challenges that football faces in today's society and grow all aspects of the game in Scotland."

The SFL's new Chief Executive is looking forward to his new role.

"As a football fan, this is the perfect position for me," says David Longmuir. "The opportunity to lead the SFL was something I couldn't turn down. I worked closely with them during Bell's sponsorship and understand some of the expectations of the job.

"I have 20 years experience with one of Britain's leading blue-chip companies but this move fulfils all my career ambitions. I am looking forward to making a start."

Lord Macfarlane, Honorary Life President of Diageo, warmly welcomed the move.

"I have worked with David as a colleague for 20 years now and I have no doubt that the SFL have made an excellent choice in securing his services.

"I am confident he will do a superb job as their Chief Executive. We are very sorry to lose him but understand his desire to take on this role and he goes to the SFL with our sincere good wishes."

The SFL Chief Executive may have to wait some time till taking over his new role. He has a notice period to serve with Diageo, which is currently being negotiated, but expects to be in place no later than August 1 - before the start of the new football season.

Peter Donald will continue to look after SFL affairs and today he congratulated his successor on his appointment.

"I wish David every success in his new role," said the outgoing Secretary. "I have thoroughly enjoyed my years at the SFL and I am sure David will find the role challenging and fulfilling."