The Australian Professional Leagues (APL) has announced the appointment of Steve Rosich as its new Chief Executive Officer, marking a significant leadership change for the organization. Rosich, who brings over 25 years of senior leadership and commercial experience in elite sports, is set to officially assume the role on January 5, 2026, as he relocates from Melbourne to Sydney.
Rosich’s extensive career includes a notable 16-year tenure as a 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 the innovative medical technology company BrainEye. His appointment is viewed as a strategic move to propel the A-Leagues towards sustained growth and success.
Leadership Experience in 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. There, he played a pivotal role in driving commercial growth for one of Australia’s most prominent sporting brands. His leadership skills were further honed during his 12-year tenure as CEO of the Fremantle Dockers, where he was instrumental in the team’s development both on and off the field.
Following his successful stint in AFL, Rosich took on the role of leading the Victoria Racing Club, overseeing the operations of the Flemington Racecourse and the iconic Melbourne Cup Carnival for four years. His diverse experience across different sports and events positions him uniquely to lead the A-Leagues into a new era.
A New Chapter for the A-Leagues
The appointment of Rosich comes at a crucial time for the APL, which has been undergoing a significant transformation. APL Executive Chairman Stephen Conroy expressed optimism about the future, stating, “We’ve been through a significant period of change, and Steve’s appointment marks an exciting new era for the APL.”
“Steve brings extensive leadership, commercial and major events experience within elite sport, and a passion to grow the A-Leagues to help it reach its full potential,” Conroy added.
Under Conroy’s leadership, the APL has managed to right-size its business operations, moving from a substantial financial loss to a profit in FY25. The organization is now poised for sustained growth, with Rosich’s appointment being seen as the final step in its transformation strategy.
Looking Ahead
As the new CEO, Rosich is expected to leverage his proven track record of growth to continue the significant progress made across the leagues. “Football in Australia and New Zealand has huge potential,” Rosich stated. “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.”
Meanwhile, Stephen Conroy will transition back to his non-Executive role as Independent Chair, following a period of transition as Executive Chairman. This move is expected to provide stability and continuity within the APL’s leadership structure.
With Rosich at the helm, the A-Leagues are set to embark on a journey of growth and innovation, aiming to enhance the profile of football in the region and engage a broader audience. The league’s strategic initiatives are likely to focus on expanding its reach, improving fan engagement, and fostering talent development at all levels.
As the A-Leagues prepare for this new chapter, stakeholders and fans alike are eager to see how Rosich’s leadership will shape the future of football in Australia and New Zealand. The coming years promise to be transformative, with the potential to elevate the A-Leagues to new heights on the global stage.
