The USL has named Court Jeske to the position as chief commercial officer, expanding his previous role in leading the league’s business development and partnerships, while adding veteran soccer marketing executive Greg Lalas as the USL’s first chief marketing officer.
The new hire of Lalas and promotion of Jeske is part of the league’s expansion into New York City with the establishment of the USL’s Broadcast and Media group.
“Acquiring top executive talent in these areas is both a testament to our potential and an indication of our ambition,” said United Soccer League Chief Executive Officer Alec Papadakis. “Establishing a strong presence in New York is a signal to the sports industry and the business community that the USL has entered a new phase of strategic growth. … Court as chief commercial officer will be responsible for developing a sound commercial strategy that will serve as the engine behind our professional leagues’ continued maturation and growth. In his role as chief marketing officer, Greg’s transformational and authentic talent will help us develop a comprehensive marketing strategy to drive performance across all levels of our league and clubs moving forward.”
Now in his fourth year with the USL, Jeske helped the USL secure partnerships and renewals with brands such as ESPN, SportFive, SiriusXM, Puma and Konami. His elevation will see him spearhead and expand the company’s internal and outward-facing commercial endeavors.
“I’m honored to lead the effort to align our business units and promote growth for our clubs and the league,” Jeske said. “We have made tremendous strides in recent years and the commercial marketplace is recognizing that the new brand of USL soccer has arrived.”
Lalas will oversee the league’s marketing efforts including communications, digital, content, brand, consumer data and fan engagement. Lalas previously served as vice president of content at Major League Soccer, where he oversaw the league’s digital channels and content creation.
“The USL’s vibrant supporter culture, design-forward brands and unique youth-to-pro pathway make it one of the coolest and most compelling soccer organizations in the world,” Lalas said. “With the FIFA World Cup coming in 2026, we have a tremendous opportunity ahead of us to build meaningful connections with hundreds of communities across the United States. I’m thrilled to have the chance 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’s promise.”