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.
Manchester United names new director of data and people director
Manchester United has added two senior figures to its leadership team, with the appointments of Mike Sansoni as Director of Data, and Kirstin Furber as People Director, both announced on July 30.
Sansoni joins from Mercedes-AMG Petronas Formula 1 Team, where he spent over a decade and was part of eight Constructors’ Championship wins.
At United, he reports directly to CEO Omar Berrada and is tasked with embedding a club-wide data and AI strategy to support decision-making across football and business operations.
In a LinkedIn post confirming the move, Sansoni described the role as a “privilege” and called Manchester United “the biggest club in world football.”
Reflecting on his transition from motorsport, he added: “Over the past few months, we’ve already made meaningful progress… with new methodologies starting to take shape and two fantastic signings, Matheus Cunha and Bryan Mbeumo, already reflecting some of that early work.”
Furber will join the club this autumn following five years as People Director at Channel 4. Her background includes senior roles at the BBC and 20th Century Fox, along with involvement in sports governance through British Wheelchair Basketball and the London FA.
Fred Vasseur signs new multi-year deal to stay on as Ferrari boss
Fred Vasseur will continue as Team Principal of Ferrari after agreeing to a new multi-year contract, confirmed by the team on July 31.
Vasseur joined the team ahead of the 2023 Formula 1 season, taking on one of the sport’s most high-profile roles. Since then, Ferrari has re-established itself as a consistent frontrunner.
Under his leadership, they narrowly missed out on the 2024 Teams’ Championship, finishing just 14 points behind McLaren. As the 2025 season approaches its summer break, Ferrari sits second in the standings.
The new deal was announced ahead of the Hungarian Grand Prix, with Ferrari praising Vasseur’s leadership under pressure and his alignment with the team’s long-term ambitions. “Under Fred’s leadership, Ferrari is united, focused and committed to continuous improvement,” the team said in a statement.
Ferrari CEO Benedetto Vigna described the renewal as a reflection of “trust rooted in shared ambition, mutual expectations and clear responsibility.”
Vasseur welcomed the extension as both a confirmation and a challenge: “This renewal is not just a confirmation – it’s a challenge to keep progressing, to stay focused and to deliver,” he said. “We know what’s expected, and we’re all fully committed to meeting those expectations and taking the next step forward together.”
Before joining Ferrari, Vasseur served as Team Principal at Sauber.
Ethan Casson appointed President of the Dallas Mavericks
The Dallas Mavericks have named Ethan Casson as their new team president, with the appointment confirmed on July 29.
Casson, who spent nine years as CEO of the Minnesota Timberwolves, will oversee the day-to-day business operations of the NBA franchise. His arrival marks a key step in the Mavericks’ front office transition, coming seven months after Rick Welts came out of retirement to replace Cynt Marshall as CEO.
Welts will now focus on long-term strategic planning, including the team’s ambition to build a new arena.
“He will be my partner in charting the team into the future and will allow me to devote more time to our strategic priorities, including the building of our new arena and entertainment district in Dallas, and our transition from a basketball organisation to a sports and entertainment company operating our own venue,” said Welts.
Casson brings experience from both the NBA and the NFL. Before his time in Minnesota, he served as an executive with the San Francisco 49ers, where he played a lead role in the team’s stadium move and the naming rights deal for Levi’s Stadium.
Team governor Patrick Dumont said the hire reflects the Mavericks’ intent to strengthen their senior leadership, calling Casson a “top-tier executive” aligned with the club’s long-term vision.
Fernando Martinez joins LSports to lead Latin America sales
Fernando Martinez has been appointed Vice President of Sales, LATAM at LSports, bringing nearly two decades of experience in the region’s sports betting and technology sectors.
The move was confirmed on July 30 and reflects LSports’ efforts to build a presence in Latin America. LSports provides real-time sports data services to operators and platforms across the betting industry.
“We’re not here for a quick entry. We’re here to stay, to invest, and to lead in Latin America,” said Yoav Ziv, Chief Revenue Officer at LSports.
“Fernando brings exactly the kind of experience and leadership we need as we continue to build a strong, regionally rooted team. His appointment is just one of many steps we’re taking to become the dominant force in LATAM.”
Martinez previously served as Senior Vice President LATAM at Genius Sports and has held leadership roles focused on commercial growth and market development across the region.
In his new position, he will lead sales strategy and oversee regional growth, with further hires expected to follow.
“I’m excited to be part of a company that isn’t just talking about LATAM growth, they’re executing it,” said Martinez. “LSports is investing in real people, real presence, and real leadership in the region. I’m proud to be one of the first of many to join the LATAM team.”
Snapshot Moves
- Francesco De Gennaro has joined U.C. Sampdoria’s board as Vice-President.
- Al-Hilal President Fahad S. Nafel announced he will step down, opting not to seek re-election.
- VfB Stuttgart has appointed Jan Thielmann as Finance Director starting January 2026.
- Simão Coutinho has been named Sporting Director at Al-Nassr, moving on from Portuguese agency Proeleven S.A., where he worked since 2013.
- The World Surf League has appointed Nicole Metzger as Chief Revenue Officer. Metzger was formerly Chief Sales and Partnerships Officer at the LPGA.
- WME Sports promoted Max Eisenbud to Head of Client Representation, overseeing tennis, golf, action sports and sports content.
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 read about Sir Chris Hoy’s cancer-driven cycling initiative, click HERE to read!
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