Tennis Australia hired Cedric Cornelis as the new commercial director of the governing body.

In his new role, Cornelis will manage the sports business program in Australia, which encompasses the Australian Open Grand Slam and the Australian Davis Cup team.

“As a big fan of the sport, avid player and admirer of the organization, I see this role as a unique opportunity to contribute to the continued development of tennis while combining my passions in business and sport,” Cornelis said on his new role.

With over 20 years of industry experience, Cornelis previously served as Sales and Marketing Director, Australia and New Zealand, for the Research group before joining Tennis Australia.

He also spent four years at DHL Express where he served as Senior Director, Global Pricing Processes, most recently.

Managing Director of Tennis Australia, Craig Tiley, noted: “Cédric brings an unprecedented level of global business and digital capabilities to a crucial role for our future growth.

“In today’s climate, it’s critical that we look at our business differently and find new ways to continue to grow and diversify. Cédric’s vast international experiences in so many disciplines will help us identify and advance to new opportunities, while continuing to develop our current sources of income.

Tennis Australia added that the Acting Director of Revenue and Experience, Ben slack, would retain a “senior role” within the governing body, with Cornelis due to join the organization in August.