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.
USL adds Kewsong Lee as Vice Chair
Kewsong Lee, the former Chief Executive of The Carlyle Group, has joined the United Soccer League (USL) as Vice Chair of its Board of Directors.
Lee made the move through his private investment firm, BellTower Partners, which has taken a minority equity stake in the USL. Announced on September 24, the deal adds another high-profile name to the league’s leadership team.
With over 30 years in finance and leadership, Lee guided Carlyle through a period of growth and diversification from 2018 to 2022, and previously spent two decades at Warburg Pincus, a New York-based private equity firm.
Since founding BellTower in 2023, he has invested across sectors including insurance and athlete-focused advisory firm Patricof Co.
“The USL has built something rare in American sports – an independent, multi-tier league system of scale that is both high-growth and impactful,” Lee said. “We are excited to partner with the USL’s management team and share their commitment to realizing the USL’s next phase of its journey.”
The USL has set out plans to launch a Division One men’s league in 2028 with promotion and relegation, a first in US professional sport, while continuing to grow its women’s Super League and youth pathways.
Lee’s support puts the organisation in a better position to challenge Major League Soccer’s dominance as football builds momentum ahead of the 2026 FIFA World Cup.
Ellie Kildunne designs first women’s rugby boot
England full-back Ellie Kildunne has become the first female player to design a rugby boot, teaming up with Canterbury of New Zealand on a limited-edition release.
The Speed Falcon Elite boot, unveiled as Kildunne starred in England’s Rugby World Cup semi-final victory, is the first time a women’s player has been at the centre of a major boot collaboration.
Kildunne, crowned World Rugby Women’s Player of the Year earlier this month, said the project was “a really proud moment” in her career.
“To have my own boot is something I’ve always dreamed of. I hope the fans like it, and we see a lot of players – both men and women – wearing the design for the upcoming season,” she added.
Across sports, boots have been closely linked to athlete identities, exemplified by Nike’s Total 90 line becoming synonymous with Wayne Rooney’s peak years at Manchester United.
This not only drives sales for that specific boot but also boosts an athlete’s brand. While female athletes are increasingly using new approaches to personal branding, such as England footballer Ella Toone‘s podcast, this deal suggests traditional methods remain equally effective.
Simon Rowe, SVP of Canterbury of New Zealand, said: “We have no doubt that by creating this boot – the first boot ever designed by a female player – we will continue to inspire the next generation of female athletes, which is a priority objective for the brand for the coming years.”
Todd Kline takes charge of Chelsea commercial
Chelsea FC has appointed Todd Kline as its new president of commercial, as part of a wider executive reshuffle announced this week.
Kline joined the club from Tottenham Hotspur in October 2024, and will now take over responsibilities previously held by chief revenue officer Casper Stylsvig, who departed earlier this month. He will oversee Chelsea’s commercial operations, reporting to club president Jason Gannon.
As part of the changes, Phil Lynch now serves as chief digital officer, expanding his remit to include oversight of the club’s marketing, content and product functions, while continuing to lead its digital strategy.
James Murray moves into the role of chief operating officer, taking responsibility for day-to-day operations across the club and supporting strategic projects.
‘Todd and Phil are both steeped in experience and respected in their fields, and we look forward to continue working with them to drive the club forward, building on the foundations for the future,” said a Chelsea FC spokesperson.
“As a club, we also want to express our collective gratitude to Casper for all his work and commitment since joining.
Chelsea’s recent financial results highlight the commercial stakes for the club. In its FY 2024 accounts, total revenue reached £468.5m, with commercial revenue increasing to £225.3m from £210.1m the previous year and £177.1m two years prior.
Monika Reinhard named CHL Chief Operating Officer
Monika Reinhard has been appointed Chief Operating Officer of the Champions Hockey League (CHL), a move the league says will strengthen its leadership and day-to-day operations.
Reinhard has been with the CHL since 2015 and has served as Communication and Digital Media Director since 2019, giving her nearly a decade of experience within the organisation.
Her promotion coincides with the creation of the COO role, reflecting the CHL’s focus on developing European ice hockey. Reinhard holds a bachelor’s degree in journalism and communication and an EMBA in digital transformation.
“This is excellent news for the CHL and for European ice hockey,” said CHL President Jörgen Lindgren. “Monika has been with the CHL for almost nine years and is committed to the project. We are excited that Monika has accepted the role as COO and are sure this will strengthen our leadership structure and ensure effective management of day-to-day operations.”
Reinhard said she was honoured and excited to take on the role. “Having been a part of this organisation since almost the beginning, I am passionate about its vision and mission and look forward to contributing to its continued success and growth,” she added.
Clayton Lewis faces lifetime ban over A-League fix
Former All Whites midfielder Clayton Lewis could be banned from football for life after admitting involvement in an A-League spot-fixing scheme.
The 28-year-old pleaded guilty to influencing betting outcomes by deliberately collecting a yellow card during Macarthur FC’s match against Sydney FC in December 2023. He and teammate Kearyn Baccus were each paid $6,533 (AU$10,000) for their part in the arrangement.
Sentenced in Sydney on September 24, Lewis received a two-year community release order. The magistrate ruled no conviction would be recorded on his file, RNZ reported.
Police allege the scheme was orchestrated by then-Macarthur captain Ulises Dávila, who is facing multiple corruption and organised crime charges. He is yet to enter a plea.
Lewis’ lawyer told the court her client was battling a gambling addiction at the time and had been pressured by his captain into participating. She argued his football career is already effectively over, with Football Australia issuing a show-cause notice which could see him permanently banned from the sport.
Snapshot Moves
- Sir Chris Hoy has launched the Sir Chris Hoy Sports Scholarship Fund at the University of Edinburgh to support student-athletes in developing their sporting and academic talent.
- Monchi has stepped down as President of Football Operations at Aston Villa, with former Real Sociedad sporting director Roberto Olabe appointed as his replacement.
- David Barham has stepped down as President of Essendon Football Club after three and a half years, handing over the role to Vice President Andrew Welsh.
- Neymar Jr. features in a new collaboration between eFootball and the Yu-Gi-Oh! Card Game, with the Brazilian superstar appearing on limited-edition in-game cards.
- Darren Burgess has been named the new Director of Performance at Juventus. He is currently a high-performance consultant for FIFPRO and sits on the advisory boards of Traits Insights, PEAQ High Performance and Telos Performance Partners.
- Gavin Marshall has been appointed Chief Operating Officer at the Welsh Rugby Union, joining from Bristol Sport where he served as Group CEO.
- Gary Stead has taken on a high performance coaching role with New Zealand Cricket, continuing his 34-year involvement with the sport.
- German Olympian Marius Kusch will compete in the inaugural Enhanced Games next May. A 2020 Olympian and European Championship medalist, Kusch will race in the 50m and 100m butterfly events.
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 the new CEO of World Sevens Football, click HERE to read!
