Bratches was commercial managing director at Formula 1 between 2017 and early 2020, following which he became an advisor to the motor racing series. (Charles Coates/Getty Images)

Sean Bratches, a three-decade veteran of major sports broadcaster ESPN, has today been unveiled as chair of Relevent Sports, the major North American sports marketing promoter owned by Stephen Ross.

Bratches, who has also spent time as a senior executive at motor racing's iconic Formula 1 (F1), as well as having a short sojourn at breakaway golf’s LIV, will take up his new role immediately.

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Relevent is led operationally by Daniel Sillman as chief executive and Boris Gartner as president.

Bratches has now said: “Throughout my career I have had the privilege to work with and contribute to growth companies in the sports space, and similarly, Relevent is well positioned to capitalize on this dynamic marketplace. I look forward to leveraging my background and experiences to support the Relevent mission of delivering exceptional service and commercial returns to our partners, both current and future, and their fans.”

Sillman, CEO at Relevent since mid-2017, added: “Sean’s track record of success speaks for itself, and we’re confident that his leadership and expertise in the world of sports media will be a pivotal asset for our company. We’re thrilled he’s chosen Relevent as the next stop on his remarkable career journey.”

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While at ESPN (which he first joined in 1988), Bratches eventually rose to the role of executive vice president of sales and marketing, also serving on its board of directors.

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At F1, meanwhile, he served as managing director of commercial operations from early 2017 until January 2020, and then as an advisor.

His time as chief commercial officer at the controversial LIV Golf series, meanwhile, lasted only six months – between November 2021 and May 2022.

Relevent, in terms of its activities, has significant North American rights tie-ups in place with soccer properties such as Spain’s LaLiga, the English Football League (EFL), and – most prominently – with European soccer’s governing body UEFA.

It last announced a major deal in March, unveiling distribution rights for the three-tier EFL across North, Central, and South America, for the media rights cycle beginning this season (2024-25).

Relevent also owns and operates the International Champions Cup, a pre-season tournament for European soccer heavyweights in which matches take place across Europe, North America, and Asia.

Earlier this year, the promoter and soccer's global governing body FIFA reached a resolution in a wider case regarding whether club teams worldwide should be allowed to play regular-season games outside their home country.

Relevent has been looking to bring regular-season European soccer action to the US for several years.