Anson replaces Ray Evans at the company which is based in Middleston, Great Manchester, and is·part of home shopping and education supplies group Findel.

The business sells football kits its via the web and runs online and club shops for teams including Manchester United and Manchester City.

"I am excited to be joining Kitbag, which is a great business with a strong reputation and brand in exciting and rapidly evolving markets," said Anson, an Oxford mathematics graduate who was born in Oldham.·

"I look forward to bringing my experience from the worlds of sport and business and working with the great team at Kitbag and Findel."

Kitbag has 200 staff and posted sales of £58 million for the year to April 1, up from £48.3 million.

Operating profits improved from £1.7 million to £1.86 million in the same period.

Kitbag has partnerships with the UEFA Champions League and clubs Chelsea, Everton and Barcelona.

Last week, it opened a new £1 million CityStore at the City of Manchester Stadium.

It also distributes Team GB kit designed by Stella McCartney and manufactured by Adidas and which will be worn by Britain's athletes at next year's London 2012 Olympics.

Anson joined the BOA a non-executive director last month and promised to use his "global commercial insight from my work in football, tennis and the media to provide advice and guidance to support the wider family of Olympic sports".

Prior to leading England 2018, Anson was the European chief executive of the Association of Tennis Professionals and commercial director at Manchester United.

"We are delighted to announce the appointment of Andy Anson, who brings a wealth of experience and will be invaluable to Kitbag," said·Findel chief executive Roger Siddle.

"Andy will be responsible for leading the next stage of the development of Kitbag as we look to build on the considerable success achieved to date.

"We are confident that his expertise and leadership will help the group realise the full potential of Kitbag."

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