The KNCB have appointed Milena van Not as their new CEO, replacing Jap Wals.

The 51 year-old is a former hockey player and coach at Bloemendaal and HGC, but comes from a 'cricket-minded' family.

Van Not led Unilever's Sponsorship and Partnership team in the Benelux for ten years, before moving to the sports marketing agency 2Basics and she was in charge of HELDEN Media, and recently she has worked as an independent marketer for Volvo and sports management and communication agency Wasserman.

I look forward to continuing the professionalization process already started at the KNCB federation office," Van Not said.

(Milena van Not: Pic KNCB)

"At the same time, I see it as my main objective to achieve significant growth in the number of members together with the Regional Development Officers and the cricket associations. I also want to introduce even more youth, women, men and especially sports fans in the Netherlands to one of the greatest sports on earth 

"I am convinced that my network and experiences are of substantial value in my position as general manager. Together with the board, the federation office and all associations in the Netherlands, we are tackling the challenges that lie ahead.