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.
Luka Modrić partners with Trendex
Luka Modrić has announced a new partnership with digital fan engagement platform Trendex, though his initial posts on X left many supporters wondering if his account had been hacked.
On October 14, the former Real Madrid midfielder and Ballon d’Or winner teased “launching a digital card or token for fans” and asked followers whether the project should run on Solana, a blockchain network.
Follow-up posts on October 15 and 16 tagged Trendex and outlined plans for an “official limited edition card” that would give fans access to exclusive content, events and rewards.
Trendex is a blockchain-based platform which allows fans to buy, sell and trade digital tokens linked to athletes and other public figures. Token holders can access exclusive experiences or earn rewards based on performance. The company pitches itself as a way to create direct, decentralised relationships between talent and fans.
Modrić joins a growing roster of athletes on the platform, including NBA stars Marcus Smart and Rudy Gobert, former Manchester United player Jesse Lingard and fellow Ballon d’Or winner Karim Benzema, who is also an investor.
Aarti Dabas to lead ECB commercial strategy
The England and Wales Cricket Board (ECB) has appointed Aarti Dabas as its new chief revenue officer, tasking her with driving the organisation’s commercial and revenue strategy.
Announced on October 15, Dabas joins from Formula E, where she led global media operations and audience growth as chief media officer. She previously spent more than a decade at the International Cricket Council (ICC), serving five years as head of media rights, broadcast and digital.
“Aarti has an outstanding track record of driving sustainable commercial growth and engaging a diverse fan base,” said ECB Chief Executive Richard Gould.
As part of her new role, Dabas will lead negotiations and management of key commercial partnerships, including media rights, broadcast deals and sponsorships. She will also spearhead marketing functions across competitions and events, with a focus on expanding the game’s reach and financial sustainability.
“The ECB’s ‘Inspiring Generations’ strategy and commitment to becoming the country’s most inclusive team sport by 2028 is a powerful north star. I am eager to leverage my experience to accelerate this vision,” said Dabas.
Dabas will take up the role in early 2026.
Richard Thompson named Chair of Levy UK + Ireland
Richard Thompson, one of the most prominent figures in English sport, has been appointed Chair of Levy UK and Ireland with immediate effect.
The newly created role is intended to help the hospitality company strengthen its leadership structure and accelerate its commercial expansion across Europe, the company explained in a release on October 16.
Thompson brings decades of experience in sport and entertainment. He currently serves as Chair of both Surrey County Cricket Club and the England and Wales Cricket Board, and is Global Chair of M&C Saatchi Sports & Entertainment. Earlier in his career, he founded and sold multiple businesses before moving into marketing and talent management.
“My primary focus will be finding ways to improve Levy’s reach and profile within the sporting and entertainment ecosystem,” said Thompson. “I hope to use my experience and contact base to open doors, develop relationships, spot trends, and help elevate our already brilliant offering.”
Levy CEO Jon Davies described the appointment as “a critical acceleration of our growth plan,” highlighting Thompson’s track record in securing major deals and building commercial partnerships.
Angel Reese makes Victoria’s Secret Fashion Show history
Angel Reese has become the first professional athlete to walk the Victoria’s Secret Fashion Show runway.
The Chicago Sky forward initially announced the news on Instagram, sharing a short video in the show’s signature wings and robe. Victoria’s Secret later confirmed the 23-year-old’s involvement, calling her its “first professional athlete angel.”
Reese’s appearance comes as she has become one of the most recognisable players in the WNBA. Last month, David Dembowski, SVP at Operative, wrote for Insider Sport about how WNBA stars are using social media to build stronger connections with fans.
Reese has more than five million followers across TikTok and Instagram, where she regularly shares glimpses of her life on and off the court.
Before the show, Reese said in an interview: “It was destined for me. This is already for me. I’m so happy to be sitting in this room with so many amazing models and women. The team that put this all together has been amazing. I’m so excited.”
Snapshot Moves
Andre Silva will join the ATP as chief tour officer on November 1, bringing extensive leadership experience across professional tennis and global sport.
NWSL commissioner Jessica Berman has signed a three-year contract extension, continuing her role overseeing the league’s growth and expansion.
Auburn receivers Cam Coleman and Eric Singleton Jr. have signed NIL deals with Nike in the first year of the school’s partnership with the brand.
Andrew Middleton will leave Evelyn Partners at the end of the year to become President of Everton FC.
Former Chelsea CRO Casper Stylsvig will join the Hong Kong Jockey Club as sports business executive director starting January.
Square in the Air appoints Hugh Johnson as chief client officer and Nick Withersby as chief creative officer to lead its new integrated creative division.
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 LeBron James’ creative method to create hype ahead of a brand activation, click HERE to read!
