Football Australia Appoints Former Stan Boss Martin Kugeler as CEO

Football Australia has announced the appointment of Martin Kugeler as its new CEO, signalling a leadership reset ahead of the most important period in the organisation’s modern history.

The former CEO of streaming service Stan, Kugeler, will officially commence in the role on 16 February 2026, following an eight-month global search conducted by executive firm Egon Zehnder.

Highlighting the value of Kugeler’s media pedigree, Football Australia Chair, Anter Isaac, said: “Martin brings a wealth of professional experience across operational excellence, innovation, finance, strategy and global media, this is a rare combination and one that will deliver results for football in Australia.”

Martin Kugeler, a lifelong football fan originally from Germany, expressed his ambition to drive commercial growth.

“There isn’t a sport in the country that can match the existing domestic and international footprint of football.” 

“I will be leading the team with a strong focus on innovation, robust professional structures and enhanced commercial outcomes to increase investment back into the game,” Kugeler stated.

An Appointment amids Landmark Calendar Year

With Australia set to host the AFC Women’s Asian Cup 2026 in March, followed by the Socceroos’ campaign at the FIFA World Cup 2026 in North America.

Kugeler’s extensive background in global media and digital innovation is viewed as an asset, particularly as the organisation seeks to rectify an AUD8.5 million loss recorded in the previous financial year and navigate upcoming broadcast rights negotiations.

In a move to ensure continuity, current Interim CEO Heather Garriock will remain with the organisation in the newly-created role of Executive Director of Football and Deputy CEO.

Garriock’s role will provide a holistic focus on high performance and national team development, ensuring that football excellence remains aligned with the brand’s commercial ambitions.

The program for 2026 is expected to focus heavily on leveraging the “Matildas effect” to secure long-term digital and broadcast stability for the game.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.