Nine's chief product and technology officer, Rebecca Haagsma, will take on the role of the AFL's executive general manager of customer and commercial in February 2025.
Haagsma will oversee the AFL’s commercial partnerships, events, consumer products, fan engagement and growth, AFL digital (afl.com.au) and the management of the AFL’s broadcast relationship across Fox, Seven, News Corp and radio partners.
In her two and a half years at Nine, she led the digital transformation of their media assets and, most recently, led the 2024 Paris Olympics team effort across all of Nine’s digital offering.
Prior to working at Nine, Haagsma worked at Telstra for seven years in a number of senior executive roles, leading global strategic partnerships, the devices portfolio, and the telco's media interests across sports and entertainment rights and streaming products, including the creation and operation of the AFL Live app.
AFL CEO Andrew Dillon said the ogrnaisation is extremely fortunate to have Haagsma join the team in this role.
"She brings deep expertise across commercial, media, digital and product development and this unique skillset will play an important role in shaping our future direction and engagement with fans," he sid.
Haagsma said the AFL role was an opportunity 20 years in the making.
“The game of footy has always been a part of my life, and the opportunity to work with the AFL, its clubs, corporate partners and wider stakeholders, and the fans above all, is a dream role for me," she said.
“I’m looking forward to bringing years of commercial and relationship experience and leadership along with a deep expertise in transformation and being able to match it with my love for Australia’s game.
“I can’t wait to join Andrew’s leadership team and am looking forward to heading up an exceptional consumer and commercial function, so we can drive the next period of growth for the AFL."
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