Infront's Lavell finally fills media rights void at Formula E
By Jonathan Rest
Formula E Holdings, the organiser of the electric car motor racing series, has ended a 16-month search for a head of media and distribution, with the appointment of Hugo Lavell, formerly of the Infront sports marketing agency.
Formula E tasked headhunters Odgers Berndtson with leading the recruitment process for the position back in November 2016.
Lavell will oversee the broadcast and digital content distribution strategy for the championship across all media, and will also be responsible for ensuring global coverage of the series and maximising revenue.
He joins from Infront where he was manager of media sales for summer sports. He had particular responsibility for the agency's Endurance and Active Lifestyle media rights portfolio, and worked on commercial rights acquisition strategies and tender processes in soccer and motorsport.
Before joining Infront three years ago, Lavell was broadcast sales manager at English soccer's second-tier Football League.
Lavell is effectively the successor to Tim Godfrey, who quit as Formula E's head of media towards the end of 2016 to join ITN Productions, a division of the UK-based television news and content provider, as partnerships director within the sports unit.
At the time, rights distribution duties at Formula E were handled by Godfrey and Ali Russell, director of media, marketing and communications (Russell now holds the title of Formula E director of media and new business). Formula E did at the time bring in the European Tour’s Adam Kemp as broadcast and distribution manager, a hire made by Godfrey before his departure to ITN Productions.