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.
Max Verstappen signs multi-year partnership with Fanatics
Max Verstappen has entered an exclusive multi-year agreement with Fanatics covering ecommerce, licensed merchandise, and trading cards.
As part of the deal, the four-time Formula One world champion will become the first active athlete to operate a global online store in partnership with Fanatics Commerce.
The new platform, to be housed at Verstappen.com and launching in early 2026, will offer a range of officially licensed products including apparel, headwear, accessories and limited-edition drops designed and manufactured by Fanatics.
The partnership also expands Fanatics Collectibles’ F1 portfolio, with Verstappen trading cards, featuring autographs, inscriptions and race-worn items, to be produced exclusively by the company.
Fanatics celebrated the announcement with the release of a 1/1 Only1 Verstappen card as part of the F1 Eccellenza 2025 collection. The piece includes material from the race suit used during his record-breaking lap at Monza, which remains the fastest in Formula One history.
“It is great to partner with Fanatics and provide exclusive products and experiences to all of my fans, no matter where they are in the world,” Verstappen said. “I look forward to working with the Fanatics teams… to create products and experiences that feel authentic to my journey.”
Tatjana Haenni named new CEO of RB Leipzig
Tatjana Haenni has been appointed chief executive of RB Leipzig and will assume the role on January 1, 2026.
Haenni fills the position vacated following the departure of Oliver Mintzlaff and will lead the Bundesliga club’s management board alongside CBO Johann Plenge, CFO Florian Hopp and MD Marcel Schäfer.
The appointment comes amid a period of organisational growth for the club, which recently saw the opening of new offices and increased demands on administrative and sporting structures.
As part of the new framework, Plenge will also become Deputy Chair of the Management Board and take responsibility for national and international federation and league relations.
“We are extremely pleased to have been able to appoint Tatjana Haenni as a strong leader in the position of CEO,” said Mintzlaff, now Chair of the Supervisory Board.
“She impressed us with her expertise, leadership strength and strategic thinking… We expect that she will provide new input and fresh impetus, helping us to remain well-equipped for the future.”
Haenni said she was looking forward to joining the club and working with the leadership team, adding that strong collaboration would be key to achieving Leipzig’s “ambitious goals.”
James Rushton to take helm at TGI Sport
James Rushton has been named chief executive of TGI Sport, succeeding Martin Jolly, who moves into the role of executive chairman.
TGI Sport is a global sports media and technology group, which works in LED perimeter advertising, virtual advertising technology, sports rights commercialisation, broadcast solutions and brand partnerships across football, rugby, cricket, motorsport, tennis and other international events.
The leadership change follows a period of expansion for the company, driven by a series of technology acquisitions which have shifted TGI from a traditional rights and representation agency to a tech-focused operation.
Rushton brings more than 25 years of experience in sports media and digital platforms, most notably spending time at DAZN and Perform Group, where he played a key role in building the company’s global streaming footprint.
“TGI Sport has undergone one of the most significant transformations in the sports industry,” Jolly said, noting the company’s pivot towards “customisable, tech-enabled experiences”. He added that Rushton was the “right leader to take the business forward”.
Rushton said TGI Sport’s virtual advertising, broadcast technologies and media systems provided “an exceptional technology foundation”. Commenting on his plans for the company, he said he aims to build on that transformation and scale its technology solutions to meet the global industry’s growing demand.
Iker Casillas becomes latest global ambassador for Stake
Iker Casillas has signed on as a global ambassador for online betting company Stake as the brand begins its build-up to the 2026 FIFA World Cup.
The former Spain captain, who won the 2010 World Cup, two European Championships and three Champions League titles during a 28-trophy career with Real Madrid, Porto and the national team, will front Stake’s football initiatives throughout 2025 and 2026.
His role will include fan engagement activity, match analysis and behind-the-scenes content tied to key moments during the tournament year.
Casillas, who has a large social media following and has recently worked on projects such as the Iker Casillas Academy, SportBoost and 1K Fútbol Club. As a Stake ambassador he joins a stable of former athletes including players such as Sergio Agüero.
“With the World Cup 2026 on the horizon, the energy is building, and Stake is ready to take the field,” said Akhil Sarin, Chief Marketing Officer at Stake. He described Casillas’ career and post-playing ventures as a strong fit for the brand’s ambitions around the tournament.
Casillas said the partnership offered “a different and fun opportunity” and noted Stake’s growing community. “A World Cup year is always special,” he added. “Every edition brings new stories, new hopes and unforgettable moments, and it’s an honour to experience this one alongside Stake.”
Paul Hembery appointed first global CMO of SRO Motorsports Group
Paul Hembery has become the first global chief marketing officer of SRO Motorsports Group, aiming to strengthen the organisation’s commercial leadership.
Hembery joins after six years in California advising on sports business acquisitions, automotive start-ups and strategic growth ventures. His experience involves brand-building and transformation, which he showed during his time at Pirelli, where he led the company’s global motorsport programme and oversaw its entry into Formula One.
At SRO, Hembery will oversee marketing, sales, design and communications while managing the group’s investment programme aimed at elevating GT World Challenge powered by AWS across four continents.
“No other motorsport organisation can match the sheer scale of SRO’s global footprint,” Hembery said. “The growth year after year has been remarkable, and I’m thrilled to help steer the next chapter.”
SRO founder and chief executive Stéphane Ratel said Hembery’s track record made him “the best person” to unlock the commercial potential of the GT World Challenge platform.
Snapshot Moves
- Bristol City Women have appointed Lowri Roberts as Interim CEO following Mercury13’s majority takeover approval.
- Duelbits has unveiled Ivory Coast and Chelsea legend Salomon Kalou as football ambassador ahead of AFCON 2025.
- Triathlon England has appointed former IRONMAN athlete Rob Johnson as its new Chair, succeeding Debbie Clarke in January 2026.
- Matthew Taylor Crawford has joined Victory Live as its new chief operating officer to lead product, operations and revenue as the company scales its ticketing platforms.
- Sela has appointed Luke Lloyd-Davies as Chief Growth Officer and Ed Hepworth as Chief Financial Officer to bolster its international executive team.
- Brazilian tennis player João Fonseca has been announced as the new brand ambassador for telecom company Claro, supporting national tennis initiatives.
- Northampton Saints have extended the contracts of Director of Rugby Phil Dowson, Head Coach Sam Vesty and Coach James Craig after recent domestic and European successes.
We’re spotlighting the movers and shakers shaping the sports business every Friday.
Submit your people moves to Insider Sport’s Business Journalist, Kieran O’Connor, at [email protected] to be featured in Sideline Moves.
Catch up on last week’s Sideline Moves to read about Woody Johnson’s $1m grant to help launch the largest collegiate women’s flag football league in the US.
