TAMPA, Fla. – Following the establishment of a New York-based Broadcast and Media group, the USL today announced additional steps to bolster its executive leadership and bolster its business presence in New York. Court Jeske has been appointed Chief Commercial Officer, expanding on his previous role heading the league’s business development and partnerships. Veteran soccer marketing executive Greg Lalas has joined to lead the league’s marketing and communications efforts as the USL’s first chief marketing officer.
“Acquiring top-level executive talent in these areas is both a testament to our potential and an indication of our ambition,” said USL Executive Director Alec Papadakis. “Establishing a strong presence in New York is a signal to the sports industry and business community that the USL has entered a new phase of strategic growth. We are very optimistic about the future of our sport and our organization.”
Now in his fourth year with the USL, Jeske previously helped the USL secure partnerships and renewals with prominent global brands such as ESPN, SportFive, SiriusXM, Puma and Konami. His promotion to Commercial Director will see him spearhead and expand the company’s internal and external commercial efforts.
“Over the last three years, Court has done much to elevate the USL’s business and team services departments,” said Papadakis. “With his business acumen, he has played a significant role in the evolution of the USL during his tenure. Now, as we look to the future, Court, as chief commercial officer, will be responsible for developing a strong business strategy that will serve as the engine behind the continued maturation and growth of our professional leagues.”
“I am honored to lead the effort to align our business units and promote the growth of our clubs and the league,” said Jeske. “We have made great strides in recent years, and the commercial market is recognizing that the new brand of USL soccer has arrived.”
Lalas, a former professional player, will oversee the league’s marketing efforts, including communications, digital, content, branding, consumer data and fan engagement. With more than two decades of experience in content marketing and sports journalism, Lalas previously served as Vice President of Content at Major League Soccer, where he oversaw the league’s digital channels and content creation. Lalas’s other positions in the soccer space include former director of the Goal.com USA site and co-founder of the Kicking + Screening Soccer Film Festival.
“USL is very fortunate to add Greg to its senior management team,” said Papadakis. “He is an accomplished soccer executive who has distinguished himself both on the field as a college and professional player and off the field with 15 years of professional soccer marketing experience. In his role as Chief Marketing Officer, Greg’s authentic and transformative talent will help us develop a comprehensive marketing strategy to drive performance at all levels of our league and clubs well into the future.”
“USL’s vibrant fan culture, cutting-edge designer brands and unique youth-to-pro pathway make it one of the coolest and most engaging soccer organizations in the world,” said Lalas. “With the FIFA World Cup in 2026, we have a tremendous opportunity ahead of us to build meaningful connections with hundreds of communities across the United States. I am delighted to have the opportunity to help drive the sport forward through the stories of our players, fans and clubs, and through innovative engagement strategies that will continue to electrify the brand promise.”
