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.
Patrice Evra joins Stake as global ambassador
Former Manchester United defender Patrice Evra has become the latest global ambassador for online gambling company Stake, announced on July 17.
The former France international joins ex-Manchester City striker Sergio Aguero in the Stake ambassador roster, following Aguero’s 2022 signing. Since then, Aguero has fronted exclusive content, promotions and VIP experiences, aligning with Stake’s ongoing push into football and esports.
During a decorated playing career, Evra claimed 17 major titles, including five Premier League trophies and the UEFA Champions League, as part of one of Manchester United’s most dominant eras. Since retiring, he’s become a familiar presence on both social media and football broadcasts.
“I am so excited to be working with Stake, and joining the family. They are such a fun and exciting brand who are at the top of their game, and to be joining their team of iconic Ambassadors is a privilege,” said Evra.
“I am a massive MMA fan, and Stake is a brand that everyone thinks of when it comes to the sport. To be on the same team as MMA Champions is great, and also to have a former rival from Manchester City, Sergio Aguero, now on my team, is fantastic.”
Embracing this push into the gambling sector, Evra has been linked to the Legends Charity Game, the massive charity football match being held on the Monday before the SBC Summit in Lisbon.
While his participation has yet to be officially confirmed, SBC Founder and CEO Rasmus Sojmark recently discussed the game on the iGaming Daily podcast, which is set to feature global icons including Ronaldinho, Luis Figo, Ricardo Quaresma and Peter Schmeichel.
Salford City appoints Gavin Fleig as CEO
Salford City Football Club has confirmed Gavin Fleig will become its new CEO, effective October 1.
In his new role, Fleig will lead the club’s overall strategy, daily operations and commercial growth. Salford has noted there will be a strong focus on achieving success on the pitch, climbing the English football pyramid and building long-term financial sustainability.
Fleig brings over two decades of experience in football strategy and operations, joining from City Football Group, where he led global talent development and long-term planning across its multi-club network.
“I couldn’t be more excited to join Salford City FC at such an important moment,” said Fleig.
“This club is entering a new chapter with clear determination and huge untapped potential. We want to build a Club that competes fearlessly, first and foremost on the pitch, and extending throughout our business and community efforts to grow in the right way, with our dedicated fanbase at the heart of everything we do.”
His appointment was confirmed on July 18, following an interview process led by the club’s co-chairs and ownership group.
Co-Chairs Declan Kelly and Mervyn Davies said: “His proven record of leadership, player development, and shared ambition for success perfectly align with our vision for the club.”
Fleig’s arrival marks the start of a new era for Salford, as Jonathan Jackson returns to his role as Chief Finance Officer after serving as interim CEO.
Josh Allen earns equity and new role at New Era
Buffalo Bills quarterback Josh Allen has expanded his partnership with New Era Cap, becoming the brand’s first ambassador to receive equity and stepping into a newly created role as “Director of Billustration.”
Announced on July 16, the 2024 NFL MVP has worked with the Buffalo-based brand since his rookie season in 2018. In this next chapter, Allen will lead the design of a new line of 9FORTY Billustration Team Caps, collaborating with patients from Oishei Children’s Hospital (OCH).
Allen will wear each cap during Bills home games and later auction it to support the Patricia Allen Fund, which benefits OCH’s critical care teams.
“Buffalo has become home for me, and giving back to the community through my partnership with New Era means a lot,” said Allen. “I want to create something that connects football, fashion and the amazing kids who inspire me every day.”
New Era CEO Chris Koch said the move deepens a relationship built on mutual belief: “Josh has been a valued member of the New Era family since his rookie season… his new role at the company and unique vision will continue to strengthen our core values.”
Aliyah Boston joins Boston Legacy FC ownership group
WNBA star Aliyah Boston has joined the ownership group of Boston Legacy FC, the club confirmed on July 14.
Currently with the Indiana Fever, Boston was the first overall pick in the 2023 WNBA Draft and quickly established herself as one of the league’s brightest talents, earning Rookie of the Year honours and multiple All-Star selections. She will appear in her third consecutive WNBA All-Star Game on July 19.
The move marks a return to Boston’s roots. A standout at Worcester Academy, she helped deliver two NEPSAC titles and became the first athlete to have their jersey retired by the school in 2024.
“I’m proud to join the ownership group of the Boston Legacy,” said Boston.
“This city helped raise me, and the support I felt here shaped so much of who I am. I couldn’t be more excited to have the opportunity to invest into a franchise that’s building something special for its players, for the city, and for women’s sports as a whole. And yes…Boston repping Boston just felt right!”
We’re spotlighting the movers and shakers shaping the sports business every Friday.
Submit your people moves to Insider Sport’s Editor, Rachael Kennedy, at [email protected] and be featured in Sideline Moves.
Catch up on last week’s Sideline Moves to learn about Tom Brady’s new docu-series, click HERE to read!
