Britain hires ex-USOC public relations executive

The British Olympic Association has hired top American public relations executive Darryl Seibel to help raise the profile of its athletes before the 2012 London Games.

Seibel described his new role as head of Britain's Olympic media and communications division on Tuesday as a "once-in-a-generation chance to transform Olympic sport across the country."

He was the chief communications officer for the U.S. Olympic Committee for almost seven years. Seibel left in 2009 and was at the Vancouver Olympics with the BOA in February.

Seibel, who has worked at seven Olympics, will return to sports strategy company 776 Original Marketing after the 2012 games.