AFL announces new Executive General Manager Customer and Commercial

Andrew Dillon, Chief Executive Officer of AFL, today announced Rebecca Haagsma as AFL’s new Executive General Manager Customer and Commercial.

Ms Haagsma is currently Chief Product and Technology Officer at Nine Entertainment and will join the AFL in February 2025, having moved from Sydney to Melbourne with her husband Paul.

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

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

Prior to joining Nine, Ms Haagsma spent seven years at Telstra in a number of senior executive roles, leading Global Strategic Partnerships, the Devices Portfolio and the telco’s media interests in sports and entertainment rights and streaming products , including the creation and operation of the AFL Live app.

“We are extremely fortunate to have Bec joining our team in this role. She brings deep expertise in commercial, media, digital and product development and these unique skills will play an important role in shaping our future direction and engagement with fans,” AFL CEO said Andrew Dillon.

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

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

“I look forward to bringing years of commercial and relationship experience and leadership together with deep expertise in transformation and matching this with my love for 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 next period of growth for the AFL.”

The AFL Executive responsibility for Marvel Stadium will continue with Matthew Chun, who has held the interim position since August 2024.