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Tuesday, February 18 2020 @ 11:59 am ACDT

AFL announces structural changes


The AFL recently announced a number of changes to the organisation's management structure. While these moves may appear to be a long way removed from how footy around the world fits into the AFL jigsaw puzzle, the individuals at the top, their priorities and how their attitude to international  footy develops is key to the future. We will have more to come on this in a follow up article.

AFL Statement follows:

Former General Manager of Broadcasting Simon Lethlean has been appointed as General Manager of Game Development and will oversee community football. This portfolio will also include Customer, Diversity, Female Football and International.

Current Head of Corporate Affairs Elizabeth Lukin has been appointed to the AFL Executive as General Manager Corporate Affairs & Communications.

Current Head of Diversity Jason Mifsud has been appointed into a new role as Senior Advisor - Indigenous & Multicultural Affairs and will work closely with the AFL Executive, AFL Commission and Indigenous Advisory Council  to lead the execution of the Indigenous and Multicultural strategies for our industry. He will report to Assistant to the CEO Tony Peek.

Dorothy Hisgrove has agreed to continue to advise the AFL on key strategic matters including the design and implementation of the AFL’s Industry Executive Development program that was presented to, and strongly endorsed by, the 18 Club CEOs this week.

Head of HR Sarah Fair will report to General Manager Clubs & AFL Operations Travis Auld on a day-to-day basis and also regularly attend AFL Executive meetings. 

Travis Auld will also take responsibility for Broadcast Operations and Scheduling.

Simon Clarke has been promoted to Deputy General Counsel, taking on broader legal responsibility including Broadcast contract management.

The Brand and Market Insights team, led by Julian Dunne, will now operate under Darren Birch in Commercial Operations to promote greater alignment between commercial activities and marketing.

AFL Chief Executive Gillon McLachlan said the changes were the culmination of many months of work.

“Much thought and planning has gone into realigning our structure and these changes will allow our organisation to deliver on a clear set of priorities for our industry.”

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