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.
Richard Scudamore joins Bristol City board
Former Premier League chief Richard Scudamore has been appointed to the board of his lifelong club, Bristol City.
The club confirmed his appointment to its Board of Directors on October 30. Scudamore will join Chairman Jon Lansdown and CEO Tom Rawcliffe, officially taking up the role on November 1.
Bristol City owner Steve Lansdown said: “Richard needs little introduction as a former CEO of both the EFL and Premier League. I have known him for as long as I have been involved in the club and am confident that his wealth of experience will help Jon and Tom take the club forward.”
A lifelong fan of the club, Scudamore has decades of experience as a football executive, having served as CEO and later Executive Chairman of the Premier League between 1999 and 2018, following two years as CEO of the English Football League.
During his time at the Premier League, the competition expanded its global reach and commercial value, with UK television rights increasing significantly.
“I am honoured to be asked by the Lansdown Family to lean in and help the club I have supported all my life,” said Scudamore.
“I am looking forward to working with Jon Lansdown and Tom Rawcliffe in providing the backing and resources to help Gerhard Struber in his task of bringing Premier League football to the city of Bristol.”
WTA names Valerie Camillo Chair to lead next chapter
Valerie Camillo will lead the Women’s Tennis Association (WTA) as it looks to expand its global reach and commercial growth.
The WTA has named Camillo as its new Chair, effective from November 17. She will work with the Board to lead the organisation’s long-term strategy during a period the WTA highlighted as a major “opportunity” for players, tournaments and partners worldwide.
Camillo brings more than 30 years of sports and entertainment experience, including leadership roles across the NBA, NHL, MLB and collegiate athletics, and has overseen the execution of over 1,000 live events. She will also chair WTA Ventures, focusing on commercial growth and innovation.
Outgoing Chair Steve Simon praised her appointment, saying Camillo’s “insightful and inclusive leadership will allow the WTA to maintain its position as the clear leader in women’s professional sports.”
Tennis icon Billie Jean King added that Camillo brings “a wealth of knowledge of sports business and a fresh perspective for our future.”
Bay FC CEO Brady Stewart steps down
San Francisco-based Bay FC has announced CEO Brady Stewart has left as part of the club’s transitions into its next stage of development.
Stewart led the organisation during its first two seasons, establishing Bay FC as a commercial and sporting leader in the National Women’s Soccer League.
During her tenure, the club advanced plans for a permanent Sports Performance Centre on Treasure Island, San Francisco, and set the record for the highest attendance at a US women’s professional league match.
“In just two years, we made history – both here in the Bay Area and in women’s sports globally, by proving what’s possible when vision, commitment, and community come together,” Stewart said.
Chair Alan Waxman praised her leadership, adding: “Bay FC has established itself as a commercial leader and as a brand full of meaning and purpose for the Bay Area and beyond. As Bay FC enters its next phase of growth, we couldn’t be more excited about the club’s future.”
Bay FC says it has begun looking for a new CEO.
Steven Croft named Lancashire’s permanent head coach
Former Lancashire cricketer Steven Croft has been confirmed as the men’s team’s permanent head coach following his successful interim stint in 2025.
Croft took over in May after the departure of Dale Benkenstein and started well, guiding Lancashire from a winless start in the County Championship to a fifth-place finish in Division Two. The team also reached the Vitality Blast Finals Day, having topped the North Group with nine wins.
“It means so much to have the honour of being named Head Coach of this great Club. Lancashire has been a huge part of my life — from joining the Academy as a young player, to captaining the team, and now stepping into this role off the field,” Croft said.
“I’m incredibly proud of how the lads responded last season, and I’m excited for what’s ahead.”
Director of Cricket Performance Mark Chilton praised Croft’s leadership and connection with players, calling him “the outstanding candidate” to guide Lancashire forward.
Croft, who retired from playing in 2023 after over 600 appearances, will take a hands-on role in day-to-day first-team coaching, supported by a restructured cricket department which includes assistant Will Porterfield.
Pre-season training begins November 10, as Lancashire aims to build on last season’s resurgence.
Sacha Dragic returns as Superbet CEO
Superbet Founder Sacha Dragic will resume the role of sole CEO from January 1, 2026, as the operator restructures its leadership, as reported by SBC News.
Dragic’s return sees Co-CEO Jimmy Maymann step back from day-to-day management and take a seat on Superbet’s Board as a corporate advisor. The reorganisation comes after a transformative 2025, during which Dragic and Maymann secured €1.3bn ($1.5bn) in funding backed by private equity giant Blackstone.
As part of the new structure, Group COO Albert Simsensohn will be promoted to Deputy CEO, overseeing global strategy execution, while CCO International Eamonn O’Loughlin steps into a Group COO role, leading customer operations and partnerships across the business.
Dragic said: “Over the past couple of years, we have achieved remarkable results, advancing our product and technology capabilities, strengthening our position in key markets, and building a culture of financial discipline and accountability. This planned evolution of our leadership team marks a natural step in our growth journey.”
Maymann added: “It’s been a privilege to work with Sacha and the whole Superbet team, and I’ll continue to do so as an advisor and board member. This is a great company with huge potential ahead.”
Snapshot Moves
Luciano Spalletti has been appointed Juventus head coach until the end of the season, following Igor Tudor’s departure after an eight-match winless run.
Chelsea’s Millie Bright has joined sustainable boot brand Sokito as an ambassador and investor, adding to the growing list of players backing the football brand.
Frankie Dettori will become global brand ambassador for Amo Racing, a UK‑based thoroughbred racing enterprise owned by sports agent Kia Joorabchian.
Luke Williams has been named Peterborough United’s new manager, with Ryan Harley joining as his assistant.
Rory Best has been become General Manager of Ulster Rugby, returning to lead the province’s rugby operations and player development.
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 find out Forbes’ three most powerful women in US sport, click HERE to read!
