Formula E, the international electric car racing series, has appointed Michael Edelston from English soccer’s Premier League as its new director of media rights.

Reporting to chief media officer Aarti Dabas, he will be responsible for developing the series’ global media rights value and proposition.

Edelston currently serves as the Premier League’s head of media sales for Asia-Pacific but will depart at the end of the month and officially begin his new role with Formula E in November.

He will be based in London and replace Hugo Lavell who served as Formula E’s head of media and distribution for three years.

Lavell was last month appointed into the newly-created position of senior account director of soccer at IMG, the international sports and entertainment company.

Edelston has spent a decade at the Premier League in various positions and has headed up sales in the APAC region since 2019.

He joined the league from IMG.

The Premier League is expected to hire a replacement for Edelston next month.