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.
Manchester United and England defender Harry Maguire back AI coaching app
Harry Maguire has co-founded Feedz, an AI-powered coaching platform that aims to help coaches produce player feedback more efficiently.
The app allows coaches to record short voice notes that are then converted into structured performance reports, which can be shared with players, parents and staff.
Feedz is already being used by several professional and grassroots organisations, including Sheffield United’s academy, county cricket clubs and grassroots football programmes.
“I have often thought about coaching after I retire, and this is exactly the sort of help that I would use,” Magiure said.
Matt White, who co-founded the business alongside the Manchester United player, said the aim was to give coaches more time to focus on athlete development rather than written admin tasks.
“Our research told us that the value of consistent coaching feedback is that it drives intrinsic motivation in young people, and positive feedback encourages children to practice their sport or activity more,” said White.
“Simple feedback also helps them to clearly understand how to improve – and we believe Feedz addresses that gap which exists in sport today.”
A new Premier League era begins
Xabi Alonso, Pep Guardiola and Michael Carrick are all at the centre of a dramatic Premier League managerial shake-up, with changes confirmed across three of England’s biggest clubs.
Chelsea FC have appointed Alonso as their new head coach on a four-year deal, with the Spaniard set to take charge from 1 July after his breakthrough success with Bayer 04 Leverkusen, where he guided the club to a historic Bundesliga title.
At Manchester United, Carrick has been confirmed as permanent manager following a strong interim spell that has stabilised results and has seen the side qualify for the UEFA Champions League by finishing third.
Meanwhile, Guardiola’s departure from Manchester City has now been confirmed, ending one of the most dominant managerial eras in Premier League history that finished with a domestic double.
“And what a time we have had together. Don’t ask me the reasons I’m leaving. There is no reason, but deep inside, I know it’s my time, said Guardiola. “Nothing is eternal, if it was, I would be here. Eternal will be the feeling, the people, the memories, the love I have for my Manchester City.”
Attention is now turning to Arne Slot at Liverpool FC, with growing expectations that Liverpool could be the next Premier League side to make a managerial change ahead of what is shaping up to be a huge summer across the league.
Former Red Bull boss Christian Horner joins Oakley Capital
Christian Horner has joined private equity firm Oakley Capital as an advisor focused on sports investments.
The appointment was announced on 21 May and will see Horner support Oakley’s activity across sports assets and founder-led businesses. The firm already holds investments including America’s Cup challenger Athena Racing, golf brand Vice Golf and padel equipment company NOX.
Horner spent two decades leading Oracle Red Bull Racing, overseeing a period in which the team secured eight Formula One Drivers’ Championships and six Constructors’ Championships, while also expanding its commercial partnerships and technology operations.
The advisory role comes amid reports Horner is also part of an investment group exploring a purchase of Otro Capital’s minority stake in Alpine F1 Team, which would see Horner return to the sport around a year after leaving Red Bull.
“Sports businesses are benefitting from growing global audiences and participation rates,” said Horner. “I look forward to working together in the future and sharing my experience to help support the next generation of standout sports businesses.”
Carlos Alcaraz lands Ant International ambassador role
Carlos Alcaraz has joined Ant International as a global brand ambassador, adding another commercial partnership to the tennis star’s portfolio.
The agreement will see Alcaraz front campaigns for Ant International’s payments and financial technology brands, including Alipay+, Antom and WorldFirst.
The announcement was made during a challenging week for the Spaniard after it was confirmed he will miss this year’s Wimbledon due to a wrist injury. Despite the setback, Alcaraz is still one of the most commercially attractive athletes in global sport following his rapid rise to World No.1.
The Ant International deal follows another recent ambassador agreement with Infosys, which partnered with Alcaraz on initiatives linked to performance analytics and digital innovation in tennis.
“Throughout my career, I’ve learned that the greatest impact is made when we push boundaries and strive for excellence,” said Alcaraz. “What truly drew me to Ant International is their unwavering commitment to financial inclusivity.”
Snapshot Moves
- ITV Sport has confirmed a World Cup broadcast lineup featuring former Manchester United players Roy Keane, Gary Neville and Juan Mata.
- Former British tennis No.1 Annabel Croft has been named ambassador of Hurlands Pickleball & Padel Club.
- Zlatan Ibrahimović has joined sports performance tech firm K-Sport as Global Ambassador and Anchor Investor.
- Matthew Stallknecht has been appointed Director of Motorsports Partnerships at viagogo as the platform continues its expansion into racing.
- Boston United FC player Lenell John-Lewis has been featured in a new campaign with John Lewis, making use of the fan chant around his name.
- Chris Hatton has joined production company Whisper in a strategic sales role as the business looks to move into new international markets.
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 that dived into Florentino Pérez‘s plans to secure re‑election as Real Madrid president.
