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.
Travis Kelce becomes Six Flags brand ambassador
Travis Kelce has been named a brand ambassador for Six Flags as the theme park operator looks to boost engagement across its North American parks in 2026.
Under the partnership, the Kansas City Chiefs star will feature in digital content, social media campaigns and promotional activations tied to the company’s attractions throughout the year.
Kelce said the partnership has personal significance, recalling visits to amusement parks growing up, stating Six Flags was the backdrop for some of his favourite childhood moments, and he’s excited to help introduce a whole new generation of fans to the magic.
The announcement comes shortly after the Chiefs confirmed the three-time Super Bowl winner will return for a 14th season in the National Football League (NFL), having spent his entire professional career with the franchise.
Already one of the league’s most recognisable players, Kelce’s off-field profile has expanded considerably in recent years, with his relationship with Taylor Swift helping elevate his visibility across entertainment and popular culture.
Welsh rugby names Marianne Økland interim PRB chair
Marianne Økland has been appointed Interim Chair of Welsh rugby’s Professional Rugby Board (PRB), succeeding Malcolm Wall when his term comes to an end on 14 March.
According to a statement on 12 March, Økland will assume the role on 15 March to lead the body responsible for overseeing the professional game in Wales.
The PRB was established in 2019 as part of governance reforms within the Welsh Rugby Union and works alongside the union and the country’s four professional clubs to manage the elite men’s game.
A Norwegian-born financier, Økland joined the PRB as an independent non-executive member in 2020 alongside then Chair Amanda Blanc and is currently serving a second three-year term on the board.
Her interim appointment comes as negotiations continue between the WRU and professional clubs over new licence agreements tied to the ongoing transformation of the professional game.
WRU independent Chair Richard Collier-Keywood said: “Our interim arrangement gives us the flexibility to complete a robust appointment process while continuing to work constructively with the professional clubs.”
Økland added her priority would be to work collaboratively with the WRU, clubs and the Welsh Rugby Players Association to help progress discussions around the future structure of elite rugby in Wales.
Gensler appoints Elliott Pears to lead APME sports practice
Gensler has hired Elliott Pears as Regional Sports Leader for Asia Pacific and the Middle East (APME).
An Australian-born architect with more than 15 years’ experience designing stadiums, arenas and sports precincts, Pears will lead the growth of Gensler’s Sports & Entertainment practice across the region.
“Returning to Australia and working with clients across APME is both exciting and meaningful,” Pears said. “This region has a deep passion for sport and entertainment and a growing ambition to deliver venues that enhance fan engagement and contribute to long-term community value.”
Announced on 10 March, he joins the company amid rising investment in sports infrastructure across APME. The firm has worked on numerous stadium projects globally, including upgrades in the US to the Rose Bowl and developments linked to Chicago Fire FC.
Architectural companies are expected to hone in on the Middle East due to a trend of major tournaments being hosted in recent years, including the 2022 FIFA World Cup in Qatar and the awarding of the 2034 FIFA World Cup to Saudi Arabia.
Reebok signs Chalobah and Vlahović as football push goes on
Reebok has signed professional footballers Trevoh Chalobah and Dušan Vlahović as brand ambassadors as part of its renewed push into the football market.
The deals form part of a broader strategy by the sportswear company to rebuild its presence in team sports, with Juventus’ Vlahović to become a key figure of the brand’s upcoming performance football range launching in 2026.
“Reebok is a brand with a deep history in sport, and being part of its return to football is exciting,” Chalobah said. “The vision for the next chapter of Reebok Football is ambitious.”
“I’m proud to join Reebok as it returns to the pitch and reclaims its position in football. Reebok has an incredible heritage in sports and I’m excited to see what we can do together to elevate Reebok Football for a new generation of athletes,” Vlahović said.
Meanwhile, Chelsea FC’s Chalobah will represent the brand on the pitch as Reebok expands its roster of football athletes ahead of the launch.
The signings follow the company’s efforts to bolster its performance category since its acquisition by Authentic Brands Group, with football highlighted as a key growth area alongside basketball, golf and training.
CEO Todd Krinsky said football is important to the brand’s long term strategy as it seeks to re-establish itself in the sport.
Snapshot Moves
Carlisle United FC has confirmed Chief Executive Officer Nigel Clibbens has left the club with immediate effect after nearly a decade in the role.
Creative Artists Agency’s sports division has appointed Jumpei Hashimoto and Brianna Seo as Vice Presidents of Partnerships for APAC, expanding its commercial presence in Japan and South Korea.
Choice Gaming has partnered with Arman Tsarukyan to launch Arm’s Punch, a casino crash game inspired by the fighter.
Eden Hazard has signed as a global brand ambassador for Stake as the sportsbook increases marketing ahead of the 2026 FIFA World Cup.
1xBet has signed Carlos Prates as a Brazilian brand ambassador, supporting the betting brand’s presence in the country’s MMA market.
Saran Group has promoted Azade Zeynep Acar Haksal to Chief Executive Officer as the company looks to extend its global sports rights and OTT media footprint.
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 find out the recent move driving a wedge between Matchroom’s Eddie Hearn and UFC’s Dana White.
