AFL Hall of Fame member Matthew Pavlich has been appointed as the Chief Executive Officer of the Sydney Swans, marking a significant leadership change for the club. The announcement was made today by Sydney Swans Chairman Andrew Pridham, who highlighted Pavlich’s extensive experience in both football and business as key factors in his selection.
The appointment follows an executive recruitment process initiated after current CEO Tom Harley announced his departure at the end of the 2025 season to become the Chief Operating Officer at the AFL. Pridham expressed enthusiasm about Pavlich’s new role, stating, “We are delighted to be welcoming Matthew to take on this important role at our club.”
Matthew Pavlich: A Football Legend with Business Acumen
Pavlich’s illustrious career in the AFL is well-documented. He played more than 350 games at the highest level and served as Fremantle’s captain from 2007 to 2015. His accolades include being an eight-time leading goalkicker for Fremantle, a six-time Doig Medallist, and a six-time All Australian. Beyond his playing career, Pavlich contributed significantly to the sport’s governance, having served on the AFL Players’ Association Board for over 11 years, including three years as President, and as an advisor on the AFL Laws of the Game Committee.
In addition to his football achievements, Pavlich brings substantial business expertise to the Sydney Swans. He co-founded Launchd, a talent, technology, and brand partnerships business, where he has served as Executive Chairman. He also played a pivotal role in the early growth of PMY Group, a technology, data, and creative services company. Pavlich holds a Bachelor of Science and a Master of Business Administration from the University of Western Australia.
Transition and Future Prospects
The timing of Pavlich’s appointment allows for a smooth transition period, ensuring continuity in leadership as Tom Harley prepares to step down. Pridham emphasized the importance of this transition, noting that it provides ample opportunity for Pavlich to integrate into the club’s culture and operations.
Pavlich himself expressed excitement about the new challenge, stating, “The Sydney Swans is a highly successful, well-respected, and well-managed football club. It is a big decision to uproot the family and bring them across the country to Sydney, but I am thrilled to be offered the opportunity to lead this great and highly professional club.”
Implications for the Sydney Swans
Pavlich’s appointment is expected to bring fresh perspectives and insights to the Sydney Swans, leveraging his diverse experiences in sports administration and business. His leadership is anticipated to continue the club’s legacy of success while also navigating the evolving landscape of the AFL.
According to industry experts, Pavlich’s background in both the sporting and corporate sectors positions him uniquely to address the challenges and opportunities facing the club. His involvement in media, including roles at Fox Footy and 9 News, further underscores his versatility and ability to engage with a broad audience.
“We believe he will fit in well with the Sydney Swans culture and bring his own unique insights and perspectives that will benefit the club moving forward,” Pridham remarked.
Looking Ahead
As the Sydney Swans prepare for this leadership transition, the focus will be on maintaining the club’s competitive edge while embracing innovation and growth. Pavlich’s strategic vision and leadership skills are expected to play a crucial role in driving the club’s future success.
The move represents not only a new chapter for the Sydney Swans but also a significant personal and professional milestone for Pavlich and his family as they relocate from Perth to Sydney. The club and its supporters are eager to see how his leadership will shape the team’s trajectory in the coming years.
With Pavlich at the helm, the Sydney Swans are poised to navigate the challenges of the modern AFL landscape, building on their storied history and aiming for continued excellence both on and off the field.
