Matthew Pavlich Appointed Sydney Swans CEO

The Sydney Swans have appointed former Fremantle captain and AFL Hall of Fame inductee Matthew Pavlich as their next CEO.

The announcement follows confirmation that current CEO Tom Harley will depart at the end of the 2025 season to take up the Chief Operating Officer role at the AFL.

Pavlich, best known for his 353-game playing career with Fremantle and nine-season captaincy, also brings relevant industry experience. Since retiring in 2016, he has built a post-football career in business and media.

Co-founder of Launchd, a company focused on talent, technology, and brand partnerships, and has served as Executive Chair since 2017, Pavlich also held a commercial role with PMY Group, a growing player in technology and infrastructure solutions for sport and major events.

In announcing the appointment, and emphasising Pavlich’s dual capability in sport and business, Swans Chairman Andrew Pridham, said: “He brings a wealth of football experience alongside significant commercial understanding. His transition into business and advisory work, alongside media roles, aligns well with the evolving demands of the CEO role in elite sport.”

The Swans have positioned Pavlich’s hire as both a cultural and strategic fit, with a focus on continuity and evolution. Importantly, the club has structured the transition to allow for a phased handover from Harley, which may mitigate operational disruptions and support longer-term planning through 2025.

Pavlich’s leadership credentials extend beyond his club playing career. He served on the AFL Players’ Association Board for 11 years, including three as President, and was previously an advisor to the AFL Laws of the Game Committee.

While the immediate implications for the Swans’ commercial partnerships and business direction remain to be seen, Pavlich’s tenure will be closely watched by rights holders, sponsors, and club executives across the AFL system, particularly as the league continues to professionalise its off-field leadership.

The Swans are expected to finalise the leadership transition ahead of the 2026 AFL season.

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