AFL CEO Andrew Dillon has today announced experienced media and strategic communications consultant Sharon McCrohan will join the AFL Executive leadership team as the new Executive General Manager Corporate Affairs.
McCrohan, will be responsible for the AFL’s Corporate Affairs and Communications function which now also includes First Nations Engagement and Inclusion as well as the league’s Sustainability efforts. McCrohan replaces longtime AFL Executive Brian Walsh who finished several weeks ago.
With a career spanning almost 30 years, McCrohan has been an advisor to Federal and State government leaders and cabinets, private sector boards, national sporting bodies, statutory authorities, charities and government agencies.
A former journalist, McCrohan was Director of Strategy and Communications for two Victorian Premiers before making the move into consulting.
McCrohan runs strategic communications firm McCrohan Consulting, is Deputy Chair of Racing Victoria Limited, and a non-executive director of the Transport Accident Commission (TAC) and the Ovarian Cancer Research Foundation. She will not be seeking reappointment for the Racing Victoria board when her term finishes in September before commencing at the AFL in October.
“Sharon has extensive and wide-ranging experience across media and communications, policy development, government and stakeholder relations and issues management, all key areas in the day-to-day life at the AFL” Mr Dillon said.
“Her deep experience and expertise will be invaluable in guiding the AFL into our next phase of growth, working closely with our clubs, partners and key stakeholders. We are thrilled Sharon is joining our Executive team.”
McCrohan’s announcement joins the recent appointment of Taryn Lee as the league’s new General Manager, First Nations Engagement and Inclusion, a role dedicated to strengthening the AFL’s connection with Aboriginal and Torres Strait Islander communities and supporting the league’s broader inclusion priorities.
“Taryn will strengthen and facilitate Indigenous voices across the industry and will help ensure those voices shape the future of our game.” Mr Dillon said.
“Her leadership, experience and her commitment to elevating Indigenous voices will be invaluable as we continue to deliver on our commitment to inclusion and respect, and I am delighted we have Taryn and now Sharon to help lead this.”
McCrohan said she was looking forward to joining the AFL.
“Footy is more than a sport - it’s part of Australia’s cultural DNA.
“I love the game, the passion it inspires, and its unique power to unite people from all walks of life.
“The opportunity to help shape and drive that engagement, and contribute to the growth and diversity of the AFL industry, is a real privilege.
“I’m looking forward to working with the AFL team, clubs, and partners as we celebrate the stories, navigate the challenges, and ensure our game continues to grow and thrive.”
Executive Manager Government and Stakeholder relations Jude Donnelly will continue to lead the AFL’s Government portfolio, reporting to CEO Andrew Dillon.
Jay Allen will continue in the Acting EGM Corporate Affairs role until McCrohan begins at the AFL on October 6.
