Orlando Pride hires new GM amidst shakeup from misconduct investigation

The Orlando Pride has hired a new general manager just months after its previous coach and assistant were terminated due to misconduct and retaliation.

Haley Carter has been hired as the Vice President of Soccer Operations and General Manager, according to a statement issued by the team on Monday, January 30. According to the team, the VP role is a “newly-created and elevated executive leadership role within the organization.”

Carter will oversee all elements of Pride Soccer Operations, including the coaching staff, scouting and analytics department, sports performance and nutrition, and player care.

“Haley is a strong, experienced and respected leader with a vast background and network across women’s soccer, including an extensive knowledge of the NWSL. Off the field, she has a clear dedication to service, community and player safety. After our conversations with Haley and feedback from our players, we believe Haley is the perfect leader for us and we look forward to supporting her in building the Pride into a world-class franchise,” said Orlando Pride Chairman Mark Wilf.

“I am honored and grateful to join the Orlando Pride. The change-making leadership and committed, personal investment by the Wilf Family to the success of the club made this a tremendous opportunity from the outset,” said Carter.

Carter is a retired professional soccer player, business executive, coach, licensed attorney, and former U.S. Marine officer. Carter holds Level I and II Talent Identification certification through the Professional Football Scouts Association, and serves as Chair of the Women’s Coaches Community for United Soccer Coaches.

Carter’s hiring comes just weeks after the team promoted interim coach Seb Hines to replace Amanda Cromwell, who was terminated in October after a months-long investigation revealed misconduct and retaliation against the team’s players. Same Greene, a first assistant coach, was also released at the time. Hines became the first African American head coach in National Women’s Soccer League history with the multi-year contract signing.

In October 2021, the NWSL and NWSL Players Association launched an investigation into allegations of workplace misconduct toward NWSL players by individuals in positions of power, as well as systemic issues in the League that impact the prevention, detection, and handling of misconduct. The investigation led to the termination of multiple, top-level officials across the league.

In March 2022, the NWSL began investigating allegations of verbal abuse and improper favoritism towards Orlando Pride players by Cromwell and Greene. After some of those allegations were substantiated, Cromwell and Greene received written warnings and Cromwell was required to participate in leadership training. In May 2022, players came forward to report that Cromwell and Greene were engaging in retaliatory conduct towards those who they believed had initiated, participated in, and were supportive of the March investigation.

According to NWSL, Cromwell and Greene engaged in conduct that “discouraged reporting and fostered a general fear of retaliation,” and took negative actions against certain players, including seeking to waive or trade them.

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