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Craig Nayman, former director of channels at Granada Enterprises, has been called on by new ITV Local managing director Mohammed Raja to develop business opportunities around the roll-out of more services under the ITV Local banner.
Later this month, the broadcaster will announce plans for ITV Local to be rolled out to the London and Central TV regions. It is now only available in the Meridian area, but ITV hopes it will eventually be a national service.
With all eyes on ITV's latest set of financial results, due out tomorrow, football is seen as a potential driver of traffic in the new area of IPTV.
Media Week revealed last year that Lindsay Charlton, managing director of Meridian, had been speaking to clubs about carrying footage online as part of its rights to show highlights of Nationwide League and Carling Cup matches.  
Carling was the first brand to advertise on the ill-fated ITV Sport Channel when it launched in August 2001, in a deal spearheaded by Nayman, whose career has since included working as a commercial consultant at Arsenal Football Club.
It is believed ITV intends that ITV Local viewers will be able to watch extended highlights, or even live coverage of their local clubs on broadband. Charlton has previously said that sport was to be a key pillar in the service.
As well as a major assault on the £3bn local classified ad market, ITV hopes ITV Local will attract national brands looking at IPTV as a way to reach audiences.
Despite the subsequent collapse of ITV Digital and the huge controversy for ITV because of the financial impact on clubs when it pulled the plug on its TV deal, ITV remains confident its relationship with grassroots football is strong. Along with the roll-out to a wider geographical area, football coverage would massively raise the profile of ITV Local, which has been fairly low key since its launch in 2005.