AFL Appoints Rebecca Haagsma to Lead Commercial and Fan Engagement Strategy

In a move to sharpen its commercial and digital strategy, the AFL has appointed Rebecca Haagsma as Executive General Manager of Customer and Commercial, effective February 2025. Haagsma, a seasoned professional with over 20 years in media and technology, will oversee critical areas such as fan engagement, partnerships, digital platforms, and broadcasting.

Haagsma’s track record includes senior roles at Nine Entertainment and Telstra, where she managed the AFL Live app and led the Paris Olympics coverage for Nine. Her experience in balancing traditional broadcasting with digital innovation underscores AFL’s focus on meeting evolving fan expectations across multiple platforms.

AFL CEO Andrew Dillon emphasised Haagsma’s ability to “shape fan engagement,” noting her “unique skillset” aligns with the league’s ambition to stay competitive in today’s crowded sports industry. Haagsma’s primary responsibilities will include refining the AFL’s digital strategy to enhance accessibility and engagement, particularly for younger audiences who primarily access sports content through mobile and digital channels.

In a rapidly changing media environment, traditional sports leagues like the AFL are under pressure to adapt. Haagsma’s role will involve steering the league’s relationships with broadcasters to maintain visibility while expanding into streaming and digital distribution to cater to a global audience. Her appointment signals the AFL’s commitment to enhancing both live and digital fan experiences, an approach that may set a precedent for other Australian sports organisations facing similar challenges.

The role also includes working with sponsors and commercial partners to deliver value-driven partnerships. With brands increasingly seeking precise, measurable engagement, Haagsma’s digital background positions her well to adapt AFL’s offerings, potentially allowing for a more data-driven, personalised fan engagement model.

Reflecting on her new role, Haagsma expressed her enthusiasm for “Australia’s game” and hinted at upcoming advancements in AFL’s fan experience both on digital platforms and within stadiums. “I’m excited to bring my media and technology experience to the AFL and continue building on the impressive work already achieved,” she stated.

Overall, Haagsma’s appointment represents AFL’s strategy to fuse traditional engagement with a robust, digitally-focused approach, positioning the organisation to better meet the demands of modern sports audiences. This shift comes at a time when Australian sports organisations are increasingly tasked with remaining relevant in an era of global sports accessibility and audience fragmentation across platforms. The AFL’s approach highlights a broader industry trend toward innovation in fan engagement and commercial growth—an evolving landscape that other leagues will likely monitor closely.

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