United Soccer League, the second-tier North American competition, has promoted its executive vice president Court Jeske to chief commercial officer, while adding Greg Lalas as the league’s first chief marketing officer as it looks to bolster its executive team in New York.

Jeske’s new role will expand on his previous duties in leading the league’s business development and partnerships. He will now spearhead and expand the company’s commercial strategy.

Jeske has previously helped the USL secure partnerships and renewals with global brands including international media giant ESPN, marking agency SportFive, US satellite radio broadcaster SiriusXM, sportswear brand Puma, and video game developer Konami.

Meanwhile, Greg Lalas, a former professional player, has joined the USL as its inaugural chief marketing officer.

Lalas previously served as vice-president of content at top-tier Major League Soccer, where he oversaw the league’s digital channels and content creation.

In his new role, Lalas will oversee the USL’s marketing efforts, including communications, digital, content, brand, consumer data, and fan engagement.

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Alec Papadakis, USL chief executive, said: “Acquiring top executive talent in these areas is both a testament to our potential and an indication of our ambition.

“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. We are very bullish on the future of our sport and our organization.”

The two appointments follow USL’s announcement last week that it is establishing a business presence in New York City and beefing up its broadcast and media presence with the launch of a new media group under industry veteran Michael Cohen.

Cohen, who advised the USL on its broadcast deal with ESPN, will be executive vice president and head of broadcasting and media, while Dana Rubin joins as vice-president of media.

The two will oversee live match production, media partnerships, distribution strategy, and premium content, including docuseries, feature shorts, and panel shows.