Cardiff Devils’ long-time servant Neil Francis will move up to management rather than be behind the bench this season.

His new role will see him working more on the business side of the Devils, focusing on driving corporate tickets and bringing in more sponsorship.

Devils’ General Manager Todd Kelman said: “Franny has been a huge part of this club for over 20 years – there are few people in British Ice Hockey that have that kind of experience or loyalty with one club.

“He is a great ambassador for the Devils, probably the best within our organisation, and we felt that we needed to use his strengths in a different role that suits the time he has to commit to the Devils.

“Francis has been the bench coach for the Devils for the past seven seasons, first working with long-time Devils coach Gerad Adams and for the past two seasons alongside Player/Coach Andrew Lord.

Prior to moving behind the bench, Francis played 14 seasons for the Devils, retiring from the game after the 2008/09 season.

“His personal connection with the fans and long term partners of the Devils is something that is so valuable for us,” added Kelman.

“He knows the Devils’ history because he has always been a part of it, first as a fan, then as a player, then a coach. We want that to continue, just in a different role.”

Kelman confirmed Jamie Elson will continue in his role as bench coach for the upcoming Elite League season.