Sony BMG Music Entertainment U.K. has hired former Vodafone executive Graeme Ferguson to the new position of SVP digital and strategic partnerships.

Ferguson will join the music major at the start of September from Vodafone, the mobile carrier, where he has served for five years, most recently as director of content.

At Sony BMG, he will be tasked with driving revenue growth through innovative digital and brand partnerships.

"We are determined to give music fans more and more ways to interact with our music," comments Ged Doherty, chairman of Sony BMG Music Entertainment U.K., in a statement. "Graeme's understanding of brands and digital content will be invaluable to us in achieving that goal."

During his time at Vodafone, Ferguson oversaw the launch of the live! portal across 26 markets, and secured rights to the UEFA Champions League across 17 countries and to the FA Premier League in the U.K. and Ireland.