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.
Formula 1 unveils Damson Idris as brand ambassador
Formula 1 has named actor Damson Idris as a Global Brand Ambassador, doubling down on its push to reach new and younger audiences.
The announcement, made on 25 February 2026, follows the launch of F1’s ‘All To Drive For’ campaign and comes after Idris starred alongside Brad Pitt in F1 The Movie, which grossed more than $630m worldwide.
It forms part of Formula 1’s strategy to blur the lines between sport and entertainment in order to attract new viewers, a direction also highlighted last year by its US media partnership with Apple.
“I’m delighted to welcome Damson Idris officially to the Formula 1 family,” said F1 President and CEO Stefano Domenicali. “Following his starring role in F1 The Movie, which made history at the box office and helped bring our sport to new audiences, he is joining us as an official Global Brand Ambassador.”
In the role, Idris will attend select Grands Prix and support promotional and content initiatives aimed at broadening F1’s global reach.
“I’m genuinely excited to step into this role as a Global Ambassador,” Idris added. “I’m proud to represent something that inspires and connects people all over the world.”
Tennis Australia CEO Craig Tiley set for USTA move
The United States Tennis Association (USTA) has appointed Craig Tiley as its next Chief Executive Officer.
Announced on 24 February 2026, Tiley will take up the role in the coming months, ending a long tenure in Australia where he served as CEO and Australian Open tournament director.
His departure is significant for Australian tennis, with Tiley widely credited as the architect behind the Australian Open’s commercial and attendance growth over the past decade.
While Australia is likely to see the move as a big loss, it suggests the USTA is aggressively pushing to increase participation, particularly around the US Open and grassroots development.
Brian Vahaly, USTA Board Chair and interim Co-CEO, made note of this ambition in a public statement, pointing to Tiley helping the organisation “achieve our goal of reaching 35 million players by 2035.”
The move also carries personal significance for Tiley, who said the opportunity feels like a “full-circle moment.”
Tiley started his American tennis journey as Head Coach at the University of Illinois men’s programme, where he led the team to the 2003 NCAA Division I national championship.
“I firmly believe the opportunity ahead for our sport is enormous. We’re moving from engaging millions who attend events live to connecting with billions of fans around the world digitally, year-round,” Tiley said.
Sony Sports CEO Rufus Hack to step down after five years
Rufus Hack has announced he will step down as CEO of Sony Sports at the end of the month, bringing a five-year tenure at the helm of the sports technology group to a close.
Hack revealed the move in a LinkedIn post, describing his time leading the business as a “privilege” during what he characterised as a period of transformation. During his tenure, Sony Sports completed acquisitions including STATSports, Beyond Sports and KinaTrax, while also expanding partnerships across major leagues.
“It has been a privilege to lead this business through a period of transformation and I’m proud of what we have achieved together,” Hack wrote, highlighting revenue and profit growth as well as an expanded global footprint.
The outgoing executive added: “In rugby, the Lions talk about ‘leaving the shirt in a better place.’ I hope I’ve managed to achieve that to some extent and will certainly continue to be a vocal advocate and supporter from the sidelines.”
Hack stated he will share details on his next move in due course.
UNIQLO taps Emma Raducanu to improve tennis roster
Japanese apparel group UNIQLO has appointed Emma Raducanu as a Global Brand Ambassador.
Raducanu confirmed on 24 February 2026 that she will represent the brand at tournaments worldwide beginning with Indian Wells in March 2026, having previously been associated with Nike.
Raducanu’s sustained profile since her breakthrough victory at the US Open in 2021, when, aged 18, she became the first British woman to win a Grand Slam singles title since 1977. The final drew a peak UK audience of 9.2 million on Channel 4.
Her pulling power has remained strong ever since. According to the BBC, Wimbledon generated 69.3 million online requests in 2025, while Raducanu’s third-round match against Aryna Sabalenka peaked at five million UK viewers, the third-highest non-final audience in four years.
“I am very pleased to join UNIQLO and to work closely with its amazing team of Global Brand Ambassadors,” Raducanu said.
The deal bolsters UNIQLO’s athlete roster and is a notable commercial win in the competitive tennis apparel market, joining existing ambassadors such as Roger Federer and Kei Nishikori.
Snapshot Moves
- Cristiano Ronaldo has purchased a 25% stake in UD Almería, returning to Spanish football.
- Mark Sellers has made a permanent move to Manchester United as Commercial Finance Director, starting 1 March 2026.
- Chad “Ochocinco” Johnson has launched football podcast The Late Run in partnership with Footballco and OchoCinco Productions ahead of the 2026 FIFA World Cup.
- Simone Biles has joined Laureus as Ambassador, supporting youth and girls’ sport initiatives worldwide.
- LIV Golf COO Lawrence Burian has left as the league faces ongoing leadership turnover despite continued Saudi funding.
- Phily Bowden has signed a three-year ambassador deal with Lululemon, aiming to inspire runners while pursuing personal marathon goals.
- Former footballers Joe Davis and Tim Alexander have launched AI platform MOJOE to help athletes prepare for life after sport.
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 the next edition of Sideline Moves.
Catch up on last week’s Sideline Moves to see which five executives have been appointed to lead the Independent Football Regulator.
