Varney, whose work at Octagon as vice president of commercial affairs included responsibility for the European Rugby Cup Ltd, will now take on responsibility for developing all commercial areas of the professional game in his new role at Premier Rugby.
Varney has also been tasked with the development of Zurich Premiership rugby as well as the England rugby portfolio of rights. His responsibilities will be to drive revenue from existing commercial rights and work closely with the clubs and the RFU in developing new initiatives.
Howard Thomas, chief executive of Premier Rugby, said: "Jon brings a wealth of experience to our organisation and will undoubtedly continue to develop our properties to ensure that we provide a first-class product for both our spectators and sponsors alike."
Aidan Day, managing director of Octagon UK, added: “Jon’s appointment is good news for us and will strengthen the existing working relationship that we have with the key stakeholders in English rugby.”
