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Sussex have appointed David Brooks as their new chief executive to replace the departed Gus Mackay.
Brooks, 41, and a keen recreational cricketer, was previously in the same role with the Finsbury Food Group.
He told BBC Southern Counties Radio: "Cricket has always been a great passion of mine. I have wanted to use my business knowledge in that field.
"Both cricket and bakery are about consumers. We have to give people services they enjoy - there are links."
Brooks will look at how the Hove ground can be re-developed as well as the changes to the structure of the domestic game.
"We have to improve our revenue streams, which is about doing a thousand little things better," he said.
"We've appointed consultants to advise us on our options about Hove and we need to create a sustainable business model."
Former captain Chris Adams was among those shortlisted for the position.
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