• by P.J. Bednarski  @pjbtweet, November 9, 2015

One World Sports, a go-to multiplatform outlet for pro sports that are more popular outside the U.S. than in it, today announced that CBS and Hulu veteran John Vilade has joined the company as executive president of advertising sales. He will be based in New York, although One World’s home base is Stamford, Connecticut.

One World carries internationally popular sports, like cricket and soccer, and features coverage of more familiar baseball, basketball, golf and hockey events that are played by teams or individuals outside the U.S. 

Until recently, Vilade had been CBS vice president of national digital sales for the network’s Local Digital Media unit. Earlier, Vilade was EVP for Inform (formerly NDN), a specialized content delivery business; vice president of national ad sales for Hulu in the East and Central regions; and vice president of national ad sales for Discovery Communications

“John brings both the linear and on-demand, digital premium video sales experience essential to a millennials-focused network like ours,” said President and CEO Alexander “Sandy” Brown in a statement. “Younger sports fans are increasingly multicultural and increasingly platform-agnostic. At the same time, sports remain the best way to attract viewers of all ages to watch ‘TV’ live or consume content on any device.”

One World is missing from some of the bigger cable systems, but it does reach 30 million homes via other cable, telco and satellite systems. Its mobile app Watch One World Sports, features an authenticated stream of the network and an on-demand feature for others material, including an upcoming documentary tracing the visit to Cuba by the New York Cosmos soccer club. That will air on the cable network Nov. 7 and become available online on Nov. 15.

The channel's regular fare include Arsenal FC, Chelsea FC, FC Bayern Munich and Cosmos soccer games, along with top soccer from Asia and the Pacific Rim. The network also exclusively telecasts the England National Cricket Team’s international home matches, Japan’s  Yomiuri Giants, Chinese basketball and international hockey leagues as well as golf, table tennis and badminton competitions worldwide.

A survey done for the company by Frank N. Magid Associates in the summer claimed that among cord-cutters who would consider pay TV again, sports programming would be a major lure. That research says 52% of the cord-cutters in the last two years are millennials, and that 48% of all cord-cutters (not just millennials)  could be wooed back by programming like One World features.