Welcome to Sideline Moves, Insider Sport’s new weekly roundup spotlighting the key moves shaping the business of sport.
Every Friday, we bring you the latest executive appointments, strategic hires, boardroom shifts, and behind-the-scenes deals from across the global sports industry — all in one place.
US Figure Skating taps Olympic marketing veteran Matt Farrell as new CEO
US Figure Skating has appointed longtime Olympic movement executive Matt Farrell as its new Chief Executive Officer, effective May 19.
Farrell brings nearly three decades of sports industry experience, including a 13-year tenure as Chief Marketing Officer at USA Swimming, where he helped deliver record-breaking sponsorship revenue and membership growth.
He most recently served as CEO of Bat Around, a mixed-reality sports tech platform, while also leading his own consultancy, Farrell Sports.
The hire comes at an important time for US Skating, with the 2026 Milano-Cortina Olympics on the horizon. Farrell’s remit will include driving membership growth, commercial strategy, and stakeholder engagement at both national and international levels.
Farrell succeeds interim CEO Sam Auxier, who resumes his position as president. He will be based at U.S. Figure Skating’s headquarters in Colorado Springs.
Amazon veteran Jeff Blackburn named Chairman & CEO of Tennis Channel
Sinclair Inc. has appointed Jeff Blackburn, a former top executive at Amazon, as Chairman and CEO of Tennis Channel, signaling a push to scale the network’s digital and global presence.
Blackburn brings over two decades of media and tech leadership, having played a key role in Amazon’s streaming rise—spearheading initiatives like Prime Video, Thursday Night Football, and the MGM acquisition.
At Tennis Channel, Blackburn is tasked with accelerating strategic growth, expanding direct-to-consumer offerings, and unlocking new content verticals, including Pickleball.
His appointment is seen as a major move to elevate the network into a 24/7 global streaming brand for racquet sports enthusiasts.
“Tennis Channel is a sports treasure,” said Blackburn, who joins with deep personal passion for the sport and sits on the boards of Roku, DoorDash, and UTR Sports.
Racing Legend Frankie Dettori Joins Stake as Global Ambassador
Renowned jockey Frankie Dettori has signed on as the latest Global Ambassador for leading betting platform Stake, expanding the brand’s high-profile roster of international sports figures.
With a career spanning more than 30 years and 287 Group 1 wins, Dettori is one of horse racing’s most decorated and charismatic athletes, known for his showmanship and global fanbase.
The move reinforces Stake’s strategy of aligning with widely recognisable, cross-sport icons. Dettori joins ambassadors from football, MMA, and motorsport, helping position the brand at the center of global sports culture.
“I’m really excited to be part of such a dynamic team,” said Dettori, who continues to compete internationally following a successful transition to the US racing circuit.
Two Circles Appoints Melissa Brown to Lead Brand-Facing Growth Strategy
Global sports marketing agency Two Circles has appointed Melissa Brown as Business Development Director, bolstering its commercial leadership with a seasoned expert in brand partnerships.
Brown brings over 20 years of experience across high-profile roles at IMG, NFL UK, and Syco Entertainment, having delivered campaigns for brands like Visa, PepsiCo, Microsoft, and Budweiser.
In her new role, Brown will spearhead Two Circles’ brand-facing proposition, helping marketers tap into data-driven strategies that connect with sports audiences in innovative ways.
CEO Gareth Balch called her appointment a “huge impact move” as the agency expands its work beyond rights holders to brands seeking deeper engagement in the sports and entertainment space.
We’re spotlighting the movers and shakers shaping the sport business every Friday.
Submit your people moves to Insider Sport’s Editor, Rachael Kennedy, at [email protected] and be featured in The Boardroom Brief.
