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.

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.

Bringing 30 years of pro sports experience, Cory joins SB Sky FC as VP of Ticketing! He’s led record-breaking sales in USL and beyond—now he’s here to build an electric game-day experience for our fans. :soccer::fire: #VamosSky

Santa Barbara Sky FC is thrilled to welcome Cory Howerton as our Vice President of Ticketing! With 30 years in professional sports, Cory brings a wealth of experience in ticketing, sales, and fan engagement.

Most recently, Cory was the Head of Ticketing for USL Spokane, overseeing ticket operations for Spokane Velocity FC (USL League One) and Spokane Zephyr FC (USL Super League). Under his leadership, Velocity’s first season topped League One in ticket revenue, group sales, and total tickets sold.

Before Spokane, Cory spent 13 years as Chief Sales & Marketing Officer at Disruptive Playbook, where he helped minor league sports teams drive ticket sales, marketing, and community engagement. His career also includes executive roles in the NBA, NHL, Western Hockey League, and Arena Football.

We’re excited for Cory to bring his expertise to SB Sky FC as we build an incredible fan experience on California’s Central Coast!

As the Marketing and Creative Director, Peter oversees and designs the creative assets for Santa Barbara SKY FC. Along with Peter Moore and Sheralyn Baltes, he had been part of SKY FC since its inception. Using digital media strategies, social media, website content, merchandise, video production, and photography – Peter designs and produces creative assets that strengthen fan loyalty and expand the club’s reach. Peter’s 25-year career started in footwear product development and then moved to global merchandising, product design, and management. Peter has a BS in Business and Economics degree from Westmont and also played soccer for the Warriors. Peter is born and raised in Santa Barbara and played high school soccer for the San Marcos Royals. He also coached at his high school alma mater and helped guide the boys soccer team to their first CIF
Championship. Peter is on the Board of Directors for Santa Barbara Soccer Club where he volunteers his time managing the club’s social media, video, and photography. Peter also volunteers his time as a photographer for Noozhawk, MLS Next, and other local events. Peter resides in Santa Barbara with his wife Sora (who has been a local public school teacher in Santa Barbara for 24 years) and their 2 boys.

David Neiman oversees digital marketing and brand strategy for Sky FC, shaping the club’s identity, voice and presence across all platforms. His work centers on building meaningful fan relationships, growing the club’s digital footprint and helping establish Santa Barbara as a standout presence in American soccer. With nearly two decades of experience in athlete branding, social media strategy and digital storytelling, David brings a deep understanding of how to build sports audiences and move them to action.
As the founder of Athlete Interactive, David has collaborated with pro athletes across the NBA, NFL, NASCAR, Olympics and other major sports, and consulted for leading sports agencies and organizations, including LAFC. A graduate of Stanford University and a lifelong soccer player, David peaked at the semi-pro level, then continued his involvement in the game as club coach. He’s proudest of raising his two daughters with his amazing wife, and is never happier than when he ropes both girls into playing in his Sunday pickup game. Given the proper time to warm up and a dozen tries, David claims he can still hit a bicycle kick off a well-hit corner. Guaranteed.