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Coe appoints Puma executive as British Olympic CEO

October 7, 2013

LONDON (AP) — The sports executive responsible for Usain Bolt’s Puma sponsorship has been hired as chief executive of the British Olympic Association.

Bill Sweeney will start in the BOA role next month, running the day-to-day operations under chairman Sebastian Coe.

The 55-year-old Briton has spent the past three years as head of business development at Puma, which included directing Bolt’s commercial activities for the sportswear firm in connection with the 2012 London Olympics.

Sweeney will oversee Britain’s preparations for the 2014 Winter Olympics in Sochi and the 2016 Summer Games in Rio de Janeiro.

He replaces Andy Hunt, who left in February 2013

Coe says Sweeney’s “business and sport experience, and his impressive record in developing global sports brands, makes him the right choice for this role.”

Sweeney spent seven years as a senior vice president of the Adidas Reebok group before joining Puma.