The Australian Professional Leagues (APL) has announced the appointment of Steve Rosich as its new Chief Executive Officer. Rosich, who brings over 25 years of senior leadership and commercial experience in elite sports, will officially take on the role from January 5, 2026, marking a significant new chapter for the A-Leagues.
Rosich’s extensive background includes 16 years as CEO across various sectors, including the Australian Football League (AFL) with the Fremantle Dockers, major events at the Victoria Racing Club (VRC), and most recently, leading a medical technology company, BrainEye. His appointment is seen as a strategic move to harness his expertise in driving commercial growth and innovation.
From Corporate Finance to Elite Sports
Steve Rosich began his career in corporate finance at Deloitte before transitioning into the sports industry with the West Coast Eagles in 2000. At the Eagles, he played a pivotal role in enhancing the commercial stature of one of Australia’s largest sporting franchises. His journey in sports management took a significant leap when he became the CEO of the Fremantle Dockers, a position he held for 12 years.
During his tenure at Fremantle, Rosich was instrumental in transforming the club’s operations and financial performance. He later took on the role of CEO at the Victoria Racing Club, where he managed iconic events such as the Melbourne Cup Carnival, further solidifying his reputation as a leader capable of steering major sports organizations through periods of growth and change.
A Strategic Appointment for A-Leagues
The appointment of Rosich comes at a time when the A-Leagues are undergoing significant transformation. APL Executive Chairman Stephen Conroy highlighted the importance of this leadership change, stating,
“We’ve been through a significant period of change, and Steve’s appointment marks an exciting new era for the APL.”
Conroy emphasized Rosich’s ability to leverage his extensive experience to propel the A-Leagues towards realizing their full potential.
Under Conroy’s leadership, the APL has already made strides in financial recovery, moving from a significant loss to a profit projected for FY25. With Rosich at the helm, the league aims to build on this momentum, continuing to enhance both on-field and off-field performance.
Rosich’s Vision for the Future
Rosich, who will relocate from Melbourne to Sydney to assume his new role, expressed optimism about the future of football in Australia and New Zealand. He stated,
“Football in Australia and New Zealand has huge potential. The foundations for the game are strong with the sport and the A-Leagues poised to capitalize on a huge 12-month calendar for the world game.”
His vision includes expanding the league’s reach and influence, tapping into the growing popularity of soccer in the region. Rosich’s leadership is expected to focus on strategic partnerships, enhancing fan engagement, and driving sustainable growth.
Looking Ahead: Challenges and Opportunities
The A-Leagues face both challenges and opportunities as they navigate this new phase. The global soccer landscape is highly competitive, and the league must continue to innovate to attract talent and maintain fan interest. Rosich’s appointment is seen as a crucial step in addressing these challenges, with his track record of success in various sports sectors providing a solid foundation for future endeavors.
As Stephen Conroy transitions back to his role as Independent Chair, the APL is poised for a period of strategic growth and development under Rosich’s leadership. The league’s ability to capitalize on upcoming opportunities will be critical in shaping the future of soccer in the region.
With the groundwork laid and a clear vision for the future, the A-Leagues are set to embark on a journey of transformation and growth, with Steve Rosich at the helm steering them towards new heights.
