The man who marketed the  1992 U.S. Olympic basketball Dream Team will lend his expertise in negotiating television sports rights.

Jeffrey L. Orridge is the CBC’s new executive director of sports properties, the public broadcaster announced.

Effective April 4, the U.S.-based veteran sports marketing executive will oversee the CBC’s sports division, including partnerships and rights acquisitions.

Orridge replaces Scott Moore, who left the position last year to become president of broadcasting at Rogers Media.