The Football Association of Wales has unveiled former Coca-Cola marketing guru Jonathan Ford as chief executive.

The Welsh FA has appointed Ford to replace secretary general David Collins who retires in January when he is 65.

Ford, 39, a former project director at music channel MTV, worked at Coca-Cola since 2000 and his last job was European Sports Sponsorship manager.

He led campaigns at the Olympic Games and football World Cup and says he wants to "raise the game in Wales."

The FA of Wales wants its new £100,000-a-year chief to grow the commercial arm including sponsorship, media rights and match-day revenues.

Ford acknowledged: "I'm aware the FAW want a marketing man so it was no surprise they elected to appoint someone who is a business manager but someone who ultimately comes from a marketing background.

"So I will be looking to address some of those issues and hopefully strengthen our brand.

David Collins took over as FAW secretary in April 1995

"But there won't be any radical changes immediately."

During almost five years leading Coca-Cola's European sponsorship arm, he oversaw multi-million dollar marketing campaigns for the 2006 Winter Olympics, the football World Cup finals and the 2008 football European Championships.

Ford project-managed Coca-Cola's marketing strategy at the 2004 European Championships and also led marketing campaigns at the 2000 European Championships, 2002 World Cup final, 2002 Commonwealth Games and 2003 Rugby World Cup.

He is said to have Welsh family connections, and is a former Hereford Cathedral School pupil and Hull University graduate.

Ford was one of 91 applicants and is a major departure for the FAW from previous football-based secretary-generals.

The 39-year-old hopes to utilise the star quality of Wales' young stars such as Aaron Ramsey, Gareth Bale and Jack Collison to raise Welsh football's profile.

"I see an opportunity to strengthen that brand," said Ford.

"This is a very proud nation and I want to make them proud.

"I would like to see Wales qualify for major tournament finals."

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