Harley appointed NSW/ACT General Manager

Dual Geelong Cats premiership captain Tom Harley has been appointed as AFL General Manager – NSW/ACT. 

The appointment was announced on Wednesday in Sydney by AFL Chief Executive Officer Andrew Demetriou, who said that Harley had rapidly developed his post-playing career. 

“Tom is an outstanding leader of people and is playing a vital role in developing and marketing the game in Sydney and NSW/ACT,” Mr Demetriou said.

“This is a very important role for the AFL and we are very pleased to have someone of Tom’s character and experience in such a vital market,” he said. 

Harley will continue to report to the AFL’s General Manager – National & International Development David Matthews, who is also based in Sydney. 

Harley has been working with the AFL as Planning & Operations Manager in NSW/ACT which has included oversight of 70 staff and $15million in development investment.  Over the last two years he has also contributed as an Assistant Coach with AIS-AFL Academy and worked on projects during the bid phase of Team GWS, now the GWS Giants. Harley is also currently coaching the Under-16 NSW/ACT RAMS.

He had an outstanding playing career at the elite level, in which he captained the Cats to premierships in 2007 and 2009 and was named Vice Captain of the All-Australian team in 2008.  He holds a Bachelor of Commerce degree, served on the AFLPA Board from 2005-2009 and is an accomplished broadcaster with the Seven Network.
 
“His experience is invaluable as the AFL continues to build the base for our game across NSW/ACT,” Mr Matthews said. 

“Tom’s focus will be on further developing partnerships with the Sydney Swans and GWS Giants; identifying and attracting talented players; building participation through schools, community clubs and NAB AFL Auskick; and developing our corporate and government profile,” he said.

“Tom’s achievements as a footballer are well known but his character was pivotal in this appointment as one of the AFL’s most respected players, setting a positive example both on and off the field.”

Harley said he was thrilled with his appointment.

“I’m extremely honoured and excited by my new appointment,” Harley said.

“NSW, and Sydney in particular, has been my home since retiring from playing and I feel I have developed an intimate understanding of the opportunities for the AFL in NSW and the ACT.

“I relish the chance to lead a group of passionate people in our quest to continue to drive future game development in NSW/ACT.

“The past five years have seen our participation numbers grow by 110% to in excess of 125,000 and we aim to replicate this growth in the next five years. It is a hugely exciting time to be involved in Australian Football in the northern states.”