Hockey Australia Appoints Josie Brown as Chief Executive Officer to Lead Brisbane 2032 Strategy

Hockey Australia has announced the appointment of Josie Brown as its new Chief Executive Officer, effective 19 October 2026, tasking the leadership of steering the sport toward the Brisbane 2032 Olympic and Paralympic Games.

Brown joins the national sporting organisation with over fifteen years of executive experience in commercial strategy, most recently serving as Chief Marketing Officer at Endeavour Group and previously at Tennis Australia. The recruitment process reflects the sport’s strong commercial momentum, driven by twelve percent annual grassroots participation growth, elite international performances by the Kookaburras and Hockeyroos, and the construction of a new Perth Hockey Centre of Excellence.

The board has established a bold direction to 2035 and a detailed three-year strategic plan, requiring leadership to transition the governing body into a commercially resilient enterprise. Brown will immediately engage with member associations, athletes, and government stakeholders to advance strategic pillars centred on enterprise resilience and customer growth.

Commentng onher appointment, Brown, said: “I am thrilled to lead Hockey Australia as we write the next chapter for our game. Throughout my career leading customer strategy and driving commercial growth, one truth has always stood out: sustainable revenue and brand strength come from placing the end user at the very centre of your organisation.”

“In hockey, our ‘customers’ are our participants, volunteers, clubs, and fans.

“My priority is to bring that customer-led focus directly into Hockey Australia; deepening engagement, modernising participant experiences and unlocking new, high-value commercial partnerships that reinvest back into the game.

“At the pinnacle, our iconic national teams, the Hockeyroos and the Kookaburras, do something truly special: they inspire the next generation, unite our entire hockey family and captivate the nation on the world stage. Their pursuit of excellence drives the commercial and cultural visibility that lifts the entire game.

“Hockey is a genuine sport for life, welcoming people of all backgrounds, abilities and generations. My vision for this role is to grow the community of people who feel they belong and care about Australian Hockey.

“By broadening hockey’s national appeal, we increase commercial vitality and inspire the next generation of players and fans.

“Delivering this vision requires strong partnerships. I look forward to working closely with our Member Associations, commercial partners, athletes, and government stakeholders to build an enduring, financially robust legacy for Australian hockey,” Brown shared.

Expressing her enthusiasm, Hockey Australia chair and president, Sally Carbon OAM FAICD OLY, added: “Josie’s appointment marks a turning point for Hockey Australia.”

“Her track record of transformational leadership, combined with her genuine understanding of federated stakeholder environments and commercial strategy, makes her ideally suited to execute our strategic mandate,” she said.

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