Front Office

Peter is the founding owner of SKY FC and has been intimately involved in the club’s development since its inception. Peter has more than 35 years of experience in gaming, entertainment and consumer products. His former positions include: senior VP of Global Sports Marketing at Reebok, president of Sega of America, and corporate vice-president of Microsoft‘s Interactive Entertainment Business division, overseeing the Xbox and Xbox 360game consoles. From 2007 to 2011, he was head of Electronic Arts‘ EA Sports game division. In 2012, Moore was appointed COO of Electronic Arts. He resigned from EA in February 2017 to become CEO of Liverpool Football Club. Peter holds a bachelor’s degree from Keele University, United Kingdom, and a master’s degree from California State University, Long Beach. He has his own charitable entity, the Peter Moore Foundation, that helps disadvantaged families in Liverpool. He & his wife Debbie also have a charitable foundation in Santa Barbara, SKY FC Fundación Cielo that helps disadvantaged families on the central coast.

As the Chief Operating Officer, Sheralyn oversees the day-to-day front office operations in its entirety. Along with Peter Moore, she has been with SKY FC since its inception, helping to develop SKY FC into where it stands today. Sheralyn’s 25-year career started in software development & technology startups and then evolved into Technology & Business Operations consulting. Sheralyn has a B.S. degree from the University of Montana where she was a Division 1 scholarship athlete, team captain for the Lady Griz soccer team, and led the team in both goals and assists her senior year.  She has a Master’s degree in Systems Design from the University of San Francisco. She’s the Board President for the Santa Barbara Soccer Club and is also an active volunteer in several other local non-profits. She resides in Santa Barbara with her husband and their 3 boys.

Krista Treide is the Chief Marketing Officer of Santa Barbara SKY FC where she oversees marketing, brand strategy, PR/comms, and merchandise.  With a career spanning Fortune 100 companies to start-ups and social enterprise brands, Krista has directed strategy and growth for organizations such as Nike, UGG Australia, Apeel Sciences and Reebok. Her expertise extends across diverse sectors, both domestically and internationally. She is a Division I basketball scholarship athlete at the University of Wyoming, where she earned her B.A. in Sports Marketing. Krista led the nation in 3-point shooting percentage her senior year.  Krista is a proud Mom to a sports and soccer-fanatic daughter and with her family, oversees a weekly delivery for Santa Barbara’s Meals on Wheels.  Krista also serves on Santa Barbara’s Earl Warren committee, shaping Santa Barbara’s future community.

Alex joined SKY FC in October, 2024 as Senior Vice President, Corporate Partnerships. Alex will lead the Club’s corporate partnership efforts, overseeing partnership sales, activation, and strategy, while cultivating an environment that delivers innovative, best-in-class marketing solutions for partners. Prior to joining SKY FC, Alex served as Vice President, Partnership Marketing at Los Angeles Football Club (LAFC) where he played a key role in helping the team’s sponsorship group earn the MLS’ Corporate Partnerships Team of the Year award in 2023. Before his tenure at LAFC, Alex spent more than a decade with the NFL’s Washington Commanders, where he held several senior roles in the corporate sponsorships department across activation and sales functions. Alex holds an MBA degree with a Sport Management focus from George Washington University and a Bachelor of Arts degree from Syracuse University. He resides in Santa Barbara with his wife and two daughters.