The NHL has hired Sean Eggert as its new SEVP and chief marketing officer, and Julie Yufe as EVP and managing director of international, as part of a major reorganization of the league’s business staff. Eggert, a 2018 Forty Under 40 honoree, spent the past seven years at Under Armour, where he served as SVP of global sports marketing.
Yufe joins the NHL after stints at Diageo and Anheuser-Busch.
Heidi Browning, who previously held the CMO title at the NHL, is transitioning to the role of chief digital officer. The moves come at a time when the league is trying to expand its international presence and modernize its digital strategy. Browning’s shift to chief digital officer gives her oversight of digital products and fan engagement, areas the league has been prioritizing.
NCAA research chief retires after Parkinson’s diagnosis
The NCAA research chief retired after 20 years.
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Tom Paskus’s official departure was in April, but he began a medical leave in early 2025, about four years after he was diagnosed with Parkinson’s disease. The association confirmed his retirement but did not name a successor. He was known for leading studies on student-athlete well-being, academic outcomes, and its transfer rules. His departure leaves a gap in institutional knowledge just as it faces new federal scrutiny over athlete employment and compensation.
Adopt names new president and creative chief
Adopt named Chelsea Carr as president and Dave Frank as chief creative officer.
Carr had been EVP and general manager of Robot and Fulwell Entertainment, a production company known for the “Welcome to Wrexham” series. Frank joins from Nike, where he was VP of global brand creative. The agency, which works with athletes and brands on storytelling, is expanding its leadership team.
Publicis Sports promotes Kristen Gray
Publicis Sports promoted Kristen Gray to EVP.
She was previously SVP and managing director of client solutions at Optimum Sports, a sports marketing agency. The move strengthens its consulting arm, which advises brands on sponsorship strategy and fan insights.
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Korea Football Association chief to step down after World Cup
Chung Mong-gyu, the president of the Korea Football Association, said he will step down after the 2026 World Cup, ending a 13-year stint in the role. He made the announcement on May 29, according to reporters. He has overseen a period of growth for South Korean soccer, including the hiring of national team coaches and bids to host international tournaments. His departure will trigger an election for the federation’s next leader.
Gallatin hires first sports tourism manager
The position is new.
The City of Gallatin, Tennessee, has named AJ McKinney as its first sports tourism business development manager. McKinney most recently worked as a senior strategy consultant with Accenture. The role is designed to attract youth and amateur sporting events to the city, which is about 30 miles northeast of Nashville. Gallatin has been investing in sports infrastructure, including a new multi-use sports complex that opened last year.
These personnel changes reflect a broader trend across the sports industry: leagues, agencies, and civic organizations are reshaping their leadership teams to adapt to shifting fan behavior, international growth, and digital media demands. The NHL’s dual hires of Eggert and Yufe signal a push for both global marketing reach and direct international operations. Meanwhile, the departures of long-tenured figures like Paskus and Chung represent a generational shift that will test how institutions manage transitions.