The AFL announces the appointment of a new Executive General Manager, Customer and Commercial

AFL CEO Andrew Dillon today announced Rebecca Haagsma as the AFL’s new Executive General Manager, Customer and Commercial.

Ms Haagsma is currently Director of Product and Technology at Nine Entertainment and will join the AFL in February 2025 after relocating from Sydney to Melbourne with her husband Paul.

As a member of the AFL Executive Director and in her role as EGM’s Client and Commercial Director, Ms Haagsma will oversee the AFL’s commercial partnerships, events, consumer products, fan engagement and growth, AFL digital (afl.com.au) and management of the AFL’s broadcast relationships with Fox, Seven, News Corp and radio partners.

Ms. Haagsma is an experienced senior executive with over 20 years of experience leading teams in the media and telecommunications industries. During her 2.5 years at Nine, she led the digital transformation of their media assets and most recently led the Paris 2024 Olympics team’s team efforts across Nine’s entire digital offering.

Prior to joining Nine, Ms Haagsma spent seven years at Telstra in a number of senior roles, leading the telco’s global strategic partnerships, device portfolio and media interests across sports and entertainment rights and streaming products, including creation and operations. AFL Live apps.

“We are very fortunate to have Beck join our team in this role. She brings deep experience in advertising, media, digital and product development, and this unique skill set will play an important role in shaping our future direction and fan engagement,” AFL CEO. Andrew Dillon said.

Ms Haagsma said the AFL role was an opportunity 20 years in the making.

“Playing football has always been a part of my life and the opportunity to work with the AFL, its clubs, corporate partners and wider stakeholders, most notably the fans, is a dream role,” she said.

“I look forward to bringing years of commercial and relationship experience and leadership skills to the team, as well as deep experience of transformation and the opportunity to match this with my love of the Australian game.

“I can’t wait to join Andrew’s leadership team and look forward to leading an exceptional consumer and commercial function as we drive the AFL’s next period of growth.”

AFL Chief Executive’s responsibility for Marvel Stadium will continue to be maintained by Matthew Chun, who has served as caretaker since August 2024.