The AFL today announced a Chief Operating Officer will join the AFL Executive team.

AFL Chief Executive Andrew Dillon said the decision to bring on a COO was to bolster club experience on the Executive and play a lead role in driving the AFL’s strategy and ambitious growth agenda.

Dillon said he had made club relationships a key priority during his first 18 months as CEO and that this new role would drive deeper engagement with the AFL Clubs.

"I have made no secret that relationships with the clubs is a key priority and this role continues to reinforce the work the Executive team has already done.  If we are to remain the number one sport in the country, then we need to work hand in hand with the clubs to deliver the best possible experience for our fans, our participants, our people across the industry and our partners," Mr Dillon said.

The COO will have oversight of the execution of the AFL’s Strategic and Growth Plans, relationships with the AFL Clubs as well key industry projects and marquee events such as Opening Round and Gather Round, to ensure the industry was aligned in maximising growth.

Experienced AFL General Managers David Grossman, Tristan Salter and Simon Kelleher will form part of the COO’s team.

The executive search process for the Chief Operating Officer role will formally commence next week. 

Mr Dillon said he expected the successful candidate would have CEO or Executive level experience at one of the 18 AFL clubs.

He said the AFL had achieved record attendances, viewership and participation as well as record revenues and was on track to do so again this year, but now had the broader medium-term ambition of achieving 10 million attendees at AFL/AFLW matches, festivals and events and one million registered participants.

"The reason we are the country’s leading sport is our ongoing focus on growth, innovation and continuing to make bold decisions to ensure that we work with our clubs and state bodies to strengthen the game at all levels," Mr Dillon said.

Rob Auld, EGM Game Development, has already overseen record growth in participation. This year the AFL is on track for a new participation record of more than 620,000 registered participants, off the back of continued growth in NSW and Queensland and the introduction of new national initiatives including the expansion of Super Kick to transition boys and girls from Auskick to community football.

"The AFL industry has also increased in size and complexity, and we have an opportunity to not only take the game to more people in more places in more ways but also to double down on efforts to diversify revenues, to ensure we continue to expand investment in the game at all levels, from community to the elite AFL and AFLW competitions."

The announcement of the COO position follows the recent change of Matthew Chun’s role, who at the start of this year formally took over as Chair of Marvel Stadium and has oversight of the Marvel Stadium operations. 

Matthew, as EGM Finance, Broadcasting and Infrastructure, will have a bigger executive role to play over the coming years in increasing the AFL’s infrastructure footprint and investment opportunities to set the AFL industry up for the future.

"The announcement of a new $3.8 billion stadium in Brisbane, the ongoing stadium build process in Tasmania and the recent success in achieving development permits for the western side of Marvel Stadium are really important projects and all are key priorities for the industry," Mr Dillon said. 

"Matthew’s work in delivering the $225 million Marvel Stadium redevelopment on budget in a way that has transformed the experience for our fans, clubs and patrons will be invaluable in ensuring these projects provide for football into the future."

Matthew will also maintain broadcast operations and fixturing in his portfolio, as well as the AFL’s Finances.