Bringing “club experience” into the AFL was at the core of the league’s decision to appoint Sydney chief executive and former Geelong captain Tom Harley the new chief operating officer.
Harley, a two-time Geelong premiership captain, is the second club chief executive to join the league’s new-look executive after Brisbane Lions boss Gregg Swann was added to AFL chief executive Andrew Dillon’s staff.
Dillon said the appointment of a COO, his No.2, would help drive the AFL’s bold ambitions for growth.
“When we first announced the COO position, we were clear – this was about bringing strong club experience to the AFL’s leadership. Tom Harley is the right person to do exactly that.” Dillon said.
“Tom has a deep understanding of the game – from his time as a two-time premiership captain, to leading AFL NSW/ACT, to steering the Swans through a period of significant on- and off-field growth. His ability to lead people, build trust, and drive long-term outcomes is exactly what we need at this moment in our journey and I am thrilled he is joining our executive leadership team.”
As COO, Harley will lead the execution of the AFL’s strategic and growth plans, drive industry-wide alignment and overseeing major portfolios, including club funding, player CBA, the salary cap and competition structure.
Harley said it was a tough decision to leave the Swans, who will conduct a search for his replacement.
“Football has been so good to me, and I have always seen my involvement as a privilege. I’m deeply passionate about our sport and committed to doing whatever I can to support its continued growth,” he said.
“The Sydney Swans has been my home for many years now, and I’m incredibly proud of everything the club has achieved along the way. While wins and losses will always matter, we’ve never lost sight of our broader purpose – to enrich lives and bring joy to our community. I truly believe we’ve made a meaningful impact in that space, and I’m confident the club will continue to do so into the future.
“I’m energised by the challenge ahead and excited to keep working to grow our great game.”
