Former EA CEO and current EA chairman Larry Probst has become the chairman of the United States Olympic Committee.

The New York Times is reporting that Probst was chosen to lead the committee in a unanimous vote and will replace former Major League Baseball commissioner Peter Ueberroth next month. According to the report, while Probst has never had any prior relationship to the Olympic committee it was felt that the high-profile connection he had through the EA Sports brand made him a strong fit for the position.

“The EA Sports brand is one of the most recognized brands in the video games industry,” Probst told the Times. “I’ve been doing that for 15-plus years. As a consequence of that, I have had a lot of exposure to commissioners, leaders in sports.” One of Probst’s primary responsibilities as chairman will be to get new sponsors for the Games; he will also seek to branch out the group’s multimedia efforts.

Probst has been a longtime figure in the games industry, joining Electronic Arts as the VP of sales in 1984. Probst became CEO of the publisher in 1991, a position he held until he gave it to his hand-picked replacement John Riccitiello in April 2007.

In a statement given by the USOC, Ueberroth said of Probst’s placement, "As digital technology and advanced media increasingly shape the manner by which sport is marketed and consumed, we are extremely fortunate to welcome as our new Chairman someone with the expertise and perspective that Larry brings."