Matthew Pavlich appointed Sydney Swans CEO

AFL Hall of Fame member, Matthew Pavlich, has been appointed as Chief Executive Officer of the Sydney Swans.

AFL Hall of Fame member, Matthew Pavlich, has been appointed as Chief Executive Officer of the Sydney Swans.

Announcing the appointment today, Sydney Swans Chairman, Andrew Pridham, said Mr Pavlich had been selected following an executive recruitment process necessitated by the announcement that current CEO, Tom Harley, would be leaving at the conclusion of the 2025 season to take up the Chief Operating Officer role at the AFL.

“We are delighted to be welcoming Matthew to take on this important role at our club,” Mr Pridham said.

“He is a champion of our game and brings to the club a wealth of football experience both from a playing, as well as an administrative, perspective.

“Not only did he play more than 350 games at the highest level, he served for more than 11 years on the AFL Players’ Association Board, including three years as President, and was also an advisor on the AFL Laws of the Game Committee for two years.”

Mr Pridham said Mr Pavlich would also bring significant business acumen to the role, having successfully co-founded talent, technology, and brand partnerships business Launchd, where he has served as its Executive Chairman, and assisted the early growth phase of technology, data, and creative services company PMY Group. He also has a Bachelor of Science Degree and a Master of Business Administration both from the University of Western Australia.

“Matthew seamlessly transitioned into business and media, working within his companies, as well as on-air roles at Fox Footy and 9 News. Demonstrating his versatility, Matthew has also administered leadership and consulting work within corporate Australia and played hosting roles during the Paris Olympics and the Australian Open.

“Together with his business pursuits in the sports and entertainment industry, Matthew has stayed involved in the game since his retirement from playing in 2016 and is widely respected across the industry.

“We believe he will fit in well with the Sydney Swans culture and bring his own unique insights and perspectives that will benefit the club moving forward.”

“We are excited to be welcoming Matthew, Lauren, and their three children to the Swans as they make the move over from Perth.”

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Mr Pridham said the timing of the appointment meant there would be ample opportunity for a smooth transition period and handover from Tom Harley leading into the end of the 2025 AFL season.

Mr Pavlich said he is excited by the opportunity and challenge to lead one of the country’s leading sporting organisations.

“The Sydney Swans is a highly successful, well respected and well managed football club,” Mr Pavlich said.

“It is a big decision to uproot the family and bring them across the country to Sydney, but I am thrilled to be offered the opportunity to lead this great and highly professional club.

“I’m looking forward to working with the clubs leaders and playing groups to continue the success of this iconic club over the coming years.”

Playing Career

353 AFL games for Fremantle

Fremantle Captain 2007-2015

8 x Fremantle leading goalkicker

6 x Doig Medallist (Fremantle Club champion)

6 x All Australian (2002, 2003, 2005, 2006, 2007, 2008)

2 x International Rules representative (2002, 2003)

Professional career

Co-Founder and Executive Chair – Launchd (2017-current)

Business and Commercial Manager – PMY Group (2017 – current)

AFL Laws of the Game Committee – Advisor (2008-2010)

AFL Players’ Association – President (2015-2018)

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