Welcome to Sideline Moves, Insider Sport’s 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.
Stephen Curry joins Google as Performance Advisor
Four-time NBA champion Stephen Curry has taken on a new role outside of basketball, becoming Google’s first Performance Advisor in a long-term partnership.
Announced on August 20, the Golden State Warriors guard will work across Google Health, Pixel and Google Cloud, offering insights from his career to help refine products, train algorithms, and shape future features.
His collaboration has already begun, with Curry and his team providing feedback to engineers and health experts on upcoming devices and AI-driven experiences
“Stephen brings a unique perspective as a world-class athlete to help us fine-tune our products,” said Rick Osterloh, Google’s SVP of Platforms and Devices. “His input will ensure we’re building tools that empower everyone to perform at their best.”
Curry is also integrating Google’s technology into his own routine, from tracking workouts with the Pixel Watch to testing Google Cloud’s AI Basketball Coach, which analyses shooting form and offers personalised feedback.
He debuted the tool at his annual Curry Camp, providing youth players hands-on experience with the technology.
Grace Williams looks to take Newcastle United Women to the top
Newcastle United Women have named Grace Williams as their new Director of Women’s Football, the club confirmed on August 19.
Williams arrives from Crystal Palace, where she played a key role in guiding the Eagles to promotion to the Barclays Women’s Super League (WSL) last season.
Before her stint in south London, she held senior posts at Watford Women, FA Wales and Bristol City Women, with a track record of leading clubs through structural change and on-field success.
At Watford, Williams oversaw the Hornets’ rise to the Championship in 2021, before joining Bristol City, where she transitioned from Operations Manager to General Manager. Her tenure ended in the Robins returning to the WSL.
“I am extremely proud to be joining Newcastle United Women as the Director of Women’s Football,” said Williams.
“It is clear just how ambitious this club is, and they have a clear vision for success, so it felt like the perfect fit for me. I can’t wait to get started and to help build on the really strong foundations that are already here.”
Newcastle Women currently compete in the Championship, the second tier of English football. Having earned back-to-back promotions and transitioned to full-time professional status in 2023, the club has made clear its ambition to reach the WSL, a goal Williams will now be tasked with.
Urs Lehmann named first CEO of FIS
Urs Lehmann has been appointed as the first-ever CEO of the International Ski and Snowboard Federation (FIS), announced on August 15.
The association was previously overseen by President Johan Eliasch and Secretary General Michel Vion, who will both remain in his post following Lehmann’s appointment.
The 56-year-old Swiss official will formally begin the role at the organisation’s Technical Committee Autumn Meetings in late September.
A former downhill world champion, Lehmann enjoyed a decorated skiing career before retiring in 1997. He went on to lead Swiss-Ski as president from 2008 to 2024, overseeing a period of sporting and financial growth for the national body.
Lehmann has also served on the FIS Council since 2021, alongside a career in business as CEO, and more recently Chairman, of the Swiss pharmaceutical group Similasan.
“We are delighted that Urs will join the FIS leadership,” said FIS President Johan Eliasch, who described the appointment as “an important step in ensuring that we are in the best possible place to tackle the major challenges that lie ahead in the coming years.”
As the global governing body for competitive skiing and snowboarding, FIS will now count on Lehmann’s mix of sporting and executive experience to guide its next phase of growth.
“After the very positive development of our collaboration, we have decided to join forces in leading FIS into the future,” said Lehmann.
Peter Leathem steps in as Legends of Football Chair
Peter Leathem has been named the new Chair of Legends of Football, succeeding broadcaster Geoff Shreeves from August 21.
Leathem, CEO of PPL since 2012, brings more than 20 years of leadership experience in the music industry and has been a long-time supporter of the annual event, which raises funds for music therapy charity Nordoff and Robbins.
Founded in 1997, Legends of Football has raised around £8.5m for Nordoff and Robbins and has celebrated football icons including Wayne Rooney, Emma Hayes, Fara Williams and Ian Wright.
Shreeves, who led the organisation for seven years, will remain involved as presenter and ambassador.
“I am honoured to take on the role of Chair and to follow in Geoff’s footsteps,” said Leathem.
“Legends of Football has achieved so much under his leadership, celebrating the game we love while raising vital funds for Nordoff and Robbins. I look forward to working with the team to ensure the event continues to thrive and grow.”
Leathem will oversee the event’s strategic direction and work closely with sponsors and partners to expand its reach. A long-time West Ham supporter, he has attended Legends of Football for over 15 years and has played a key role in linking the worlds of sport and music.
Snapshot Moves
Marcus Keane has joined FIFPRO as Chief Operating Officer, bringing experience from Nike, FC Barcelona Merchandising, AFC Ajax and FIFA.
Ryan Deane has been appointed Head of Media at Stockport County, having previously served as Head of Marketing.
Sam Warburton, former Wales and British & Irish Lions rugby player, has fronted Science in Sport’s HYDRO+ campaign, promoting the brand’s electrolyte drink mix.
Mark Goldbridge, founder of YouTube channel That’s Football, will host live watchalongs of all Friday night Bundesliga fixtures in the UK this season.
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 John Terry’s newest venture in football, click HERE to read!
September 15 will see SBC organise a ground breaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/
