AFL Chief Executive Andrew Dillon has today announced that Sydney Swans Chief Executive Tom Harley will join the AFL Executive as the league’s new Chief Operating Officer.
Harley brings more than 28 years of AFL experience across all levels of the game — from premiership success on the field to senior leadership roles both at clubs and at the AFL. He joins the AFL at a key moment in the game’s evolution, with a mandate to help drive growth, deepen alignment across the industry, and strengthen relationships with clubs.
First drafted to Port Adelaide in 1997 and best known for his decorated career with Geelong, Harley played 198 AFL games. Appointed Geelong captain in 2007, he led the Cats to three successive Grand Finals and two premierships, in 2007 and 2009.
After retiring, Harley began his off-field career at AFL House, working in game development. He later served as General Manager of AFL NSW/ACT, helping grow the game in expansion markets and deepening engagement with community football.
Harley joined the Sydney Swans in 2014 as General Manager of Football and was appointed CEO in 2019. Under his leadership, the Swans experienced significant commercial and football success — including record membership in 2024, consistent year-on-year financial growth. He oversaw the establishment of the Swans’ AFLW team, and helped relocate the club to its iconic new home, the Sellers & Colless Centre.
AFL Chief Executive Andrew Dillon said the appointment of a COO was designed to bolster club experience on the Executive and play a central role in delivering the AFL’s bold ambitions for growth.
“When we first announced the COO position, we were clear — this was about bringing strong club experience to the AFL’s leadership. Tom Harley is the right person to do exactly that.” Dillon said.
“Tom has a deep understanding of the game — from his time as a two-time premiership captain, to leading AFL NSW/ACT, to steering the Swans through a period of significant on- and off-field growth. His ability to lead people, build trust, and drive long-term outcomes is exactly what we need at this moment in our journey and I am thrilled he is joining our executive leadership team.”
As Chief Operating Officer, Harley will lead the execution of the AFL’s Strategic and Growth Plans, drive industry-wide alignment, and oversee major portfolios including:
- AFL Clubs – Club Funding, Player CBA, Player Salary Cap, Football Department Soft Cap and Competition Structure
- AFL Operations – overseeing strategic industry initiatives and projects such as Gather Round and Tasmania
- Integrity and Security
Harley will formally commence in the COO role post the 2025 Toyota AFL Premiership Season in October.
The AFL Executive Team:
- Andrew Dillon – Chief Executive Officer
- Tom Harley – Chief Operating Officer
- Laura Kane – Executive General Manager Football Operations
- Greg Swann – Executive General Manager Football Performance
- Bec Haagsma – Executive General Manager Customer and Commercial
- Matthew Chun – Executive General Manager Finance, Clubs and Infrastructure
- Walter Lee – Executive General Manager Strategy, Technology, Data & Analytics
- Sarah Fair – Executive General Manager People
- Brian Walsh – Executive General Manager Corporate Affairs (departing end of July)
- Rob Auld - Executive General Manager Game Development
