JACKSONVILLE, Fla. -

Mayor Alvin Brown announced Friday that sports marketing executive Dave Herrell will be the new head of the city of Jacksonville's Office of Sports and Entertainment.

Herrell has national event experience as the senior director of sales, marketing and strategic partnerships for the Arizona Sports Foundation.

During his time at the foundation, Herrell was instrumental in helping lead campaigns to secure the Fiesta Bowl's position in the College Football Playoff and the 2016 College Football National Championship.

"This is a key position to build Jacksonville's momentum as a premier destination for major sports and entertainment events," Brown said. "With extensive experience in sports marketing and management, Dave Herrell will lead our efforts to bring even more great events to Jacksonville and showcase our city to the world."

Brown said Herrell will work closely with the Jacksonville Sports Council, a public-private partnership established this spring by the city, JAX Chamber and Gator Bowl Sports. He will also play a role with local teams and other sports organizations and businesses in the city.

The City Council recently approved legislation to promote the Office of Sports and Entertainment. With the position reporting directly to the mayor, Herrell will also oversee the city's Office of Special Events and the Film and Television Office.

"I am thrilled and honored to join Mayor Brown's team and look forward to working alongside the many community partners that help drive Jacksonville's success," said Herrell. "Jacksonville has incredible momentum, and I am excited about the opportunity to play a role in something special."

Herrell has also served as vice president of marketing and development with the Nashville Sports Council, where he helped create the Music City Bowl collegiate football game.

During his career in sports marketing, Herrell has worked on more than 200 events, yielding millions of dollars in economic impact and tourism value.

"We are excited to have Dave join our team. I have worked with him for many years through the Nashville Sports Council and the Fiesta Bowl, and he will be an asset to our team," said Rick Catlett, president of Gator Bowl Sports.

Herrell has also been involved in a range of events, including professional and college football, NCAA and Southeastern Conference championships, and other amateur athletic events.

Pending the council's approval, he's scheduled to start Aug. 18.

Herrell is a native of St. Louis and a graduate of the University of Missouri.