AFL poaches Nine executive for GM role
The AFL has appointed Nine’s current chief product and technology officer as its new executive general manager of customer and commercial.
AFL chief executive officer, Andrew Dillon, announced the appointment of Rebecca Haagsma, who will start next February, by praising her “deep expertise across commercial, media, digital and product development”.
As a member of the AFL executive and in her role as EGM customer and commercial, 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”.
Rebecca Haagsma
Haagsma most recently led the 2024 Paris Olympics team effort across all of Nine’s digital offerings.
Prior her two-and-a-half year stint 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.
“We are extremely fortunate to have Bec join our 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,” Dillon said.
Haagsma added: “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.
“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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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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