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.
Union Berlin appoint Eta as interim head coach
FC Union Berlin has parted ways with Head Coach Steffen Baumgart, with Marie-Louise Eta stepping in on an interim basis for the remainder of the season.
Baumgart left the Bundesliga club after a poor run of form, with the club struggling for consistency in the second half of the campaign. Union has recorded just two wins in 14 matches since the winter break, leaving them in a challenging position.
Director of Men’s Professional Football Horst Heldt said Union Berlin could not ignore recent performances, adding: “Our situation remains precarious and we urgently need points to secure our place in the league.”
Eta, who had been coaching the Union Berlin’s U19s and is due to take charge of the women’s team this summer, will see out the remainder of the season.
“I am delighted that the club has entrusted me with this challenging task… I am convinced that we will secure the crucial points with the team,” she said.
Her appointment is a historic moment in European football, as she is the first female head coach in Bundesliga men’s history. However, it has also prompted sexist reactions online, which Union Berlin’s Heldt criticised, stating: “I find it insane that we have to deal with this in this day and age… It’s just embarrassing.”
Formula E names Will Brown as Chief Commercial Officer
Formula E has announced Will Brown as Chief Commercial Officer as the series looks to expand its global partnership strategy.
Brown will join the electric racing championship in July 2026, becoming part of the executive leadership team and reporting directly to CEO Jeff Dodds.
As part of his role, announced on 13 April, he will oversee commercial operations, focusing on growing the series’ global sponsorship and partnership portfolio.
“As we look ahead to the GEN4 era, we have taken the opportunity to evolve our commercial structure to ensure we are fully set up to capitalise on the significant global momentum behind the series,” Dodds said.
Brown arrives at Formula E from Legends Global, where he served as Senior Vice President and Global Head of Motorsport, working across various properties including Audi’s Formula 1 project and Real Madrid. He has also held commercial roles at IRONMAN, Arsenal and Manchester United.
Commenting on his new position, Brown said: “There is a clear ambition to scale and evolve the commercial proposition, and I’m looking forward to working with Jeff and the team to unlock new opportunities and build on the championship’s strong global trajectory.”
John Terry linked with Colchester United takeover bid
Former Chelsea defender John Terry is reportedly part of a consortium exploring a takeover of League Two side Colchester United.
Terry attended Colchester’s 2-1 win over Accrington Stanley on 14 April, leading to speculation around his involvement in a proposed £14m bid for the club.
The League Two side has been up for sale since last year, with Chairman Robbie Cowling recently confirming that discussions are ongoing, though didn’t comment on specific parties.
The former England international was seen speaking with supporters at the JobServe Community Stadium, where his nephew, Frankie Terry, played in the match.
His name comes amid efforts to secure investment after previous takeover talks with US-based Lightwell Sports Group and Sports Alpha Capital failed to progress.
While no deal has been confirmed, Terry’s reported interest adds to a trend of high-profile figures targeting lower league English clubs. Recent examples include Ryan Reynolds and Rob McElhenney’s acquisition of Wrexham, Snoop Dogg’s involvement with Swansea City and KSI’s investment in Dagenham & Redbridge.
Alexandra Willis joins FA from the Premier League
Alexandra Willis has left her role as Chief Digital Officer at the Premier League to take up a new position at the English Football Association (FA).
Willis spent more than three years leading the Premier League’s digital, content and product strategy, overseeing the development of its app and website, as well as wider fan engagement initiatives across global markets.
During her time, she helped expand the league’s digital reach, including new partnerships with technology and media companies, as well as the growth of Fantasy Premier League.
Reflecting on her time at the Premier League in a LinkedIn article, Willis described it as “a privilege” and highlighted the organisation’s global appeal and ability to create relationships with fans through its platforms.
“There is rightly a lot of debate about platform ownership versus leveraging platform reach, and where future media and commercial positions will land as a result…but as we sit here today the Premier League has both…with both of them intentionally designed to act as a gateway into Clubs and Broadcasters for the benefit of the broader ecosystem,” she wrote.
Snapshot Moves
- Sierra Racing Club has appointed NBA champion Kyle Kuzma as Co-team Owner, joining footballer Thibaut Courtois in the ownership group.
- Stella Artois has launched its 2026 FIFA World Cup campaign, which is fronted by global ambassador David Beckham.
- Former Rangers academy chief Craig Mulholland is set to be appointed the Scottish FA’s new Chief Football Officer, returning to Hampden after leaving Nottingham Forest.
- Infosys has signed tennis player Carlos Alcaraz as a global brand ambassador on a multi-year deal focused on performance analytics and digital innovation.
- Chris Bird and Quirino Mancini have joined 1xBet as strategic consultants, with the betting brand wanting to reinforce its commitment to responsible gaming.
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 why the Chicago Bulls are preparing for another restructure.
