Keith Bruce Assisting NASL on Next Steps


As the NASL plots its next steps, experienced sports executive Keith Bruce will play a role in helping the league moves forward. 

The NASL is just weeks removed from receiving provisional division II status for the 2017 season, which gives it a clear path in the short run. However, the NASL still has to plan for the future and transition several aspects of its business model.

The change will begin at the top, with one of the key tasks for league officials being to hire a new commissioner. Bill Peterson stepped down from the position in January, shortly after it was confirmed that the league received provisional division II status. Rishi Sehgal was appointed to the post on an interim basis.

When Peterson stepped down, owners made it clear that it wanted to reshape the NASL going forward, with one of the possible routes being a deliberate expansion process. As the league plans its future, Bruce is expected to lend to his experience.

Prior to taking the role of executive transition consultant with the NASL, Bruce was the CEO of the Super Bowl 50 Host Committee, giving him a leadership role in the planning of last year’s game at Santa Clara’s Levi’s Stadium. In a direct tie to the NASL, Bruce is also an advisory board member of the expansion San Francisco Deltas.

Bruce is helping the NASL plan several facets of its operation, but his background could be particularly helpful in finding a new commissioner. More from The Telegraph:

One of his primary tasks is to help the NASL find a new commissioner and he has already been in touch with a number of search firms to gauge their interest in working with the league.

“I am familiar with many search firms in the sports industry so I helping them in that process,” added Bruce, who is operating from his base in San Francisco but frequently travels to the NASL HQ in New York City.

“We have been able to ascertain interest from some firms and now the owners need to provide some direction on the selection of a search firm, if that is the step they want to go down. That is an immediate priority in the next week or two.”

He added: “They also brought me in as a consultant to provide some thought and advice of what types of experiences the commissioner should have.

Bruce will remain in his role with the league until at least late March.

RELATED STORIES: Mapping the NASL’s Future in 2017 and BeyondRocco Commisso Finalizes Purchase of New York Cosmos; NASL Makeover Continues: Bill Peterson Departs; Malik: 2017 NASL Schedule Will Feature Eight Teams; NASL, USL Both Awarded USSF Provisional Division II Status

Image courtesy Indy Eleven. 


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