Sydney CEO Tom Harley has been officially appointed as the new AFL COO, joining league boss Andrew Dillon as his 2IC.
Harley brings nearly 30 years of experience in the game, having played just under 200 matches for Geelong, which included two premierships as captain in 2007 and 2009.
After he retired, the 2008 All-Australian joined AFL House, working in game development before serving as GM of AFL NSW/ACT, helping grow the game in non-traditional AFL markets.
Harley then joined the Swans in 2014 as GM of Football, and was promoted to chief executive officer five years later. As a result, the club experienced significant commercial and football success โ including record membership in 2024, consistent year-on-year financial growth. Heย oversaw the establishment of the Swans' AFLW team, and helped relocate the club to its iconic new home, the Sellers & Colless Centre.
"Football has been so good to me, and I have always seen my involvement as a privilege. I'm deeply passionate about our sport and committed to doing whatever I can to support its continued growth," Harley said.
"The Sydney Swans has been my home for many years now, and I'm incredibly proud of everything the club has achieved along the way. While wins and losses will always matter, we've never lost sight of our broader purpose โ to enrich lives and bring joy to our community. I truly believe we've made a meaningful impact in that space, and I'm confident the club will continue to do so into the future.
"At the heart of every football club are its people and the relationships that bind them.
"I'm energised by the challenge ahead and excited to keep working to grow our great game."
Harley's new role under Dillon will oversee and lead the execution of the AFL's Strategic and Growth Plans, drive industry-wide alignment, and oversee major portfolios.
AFL clubs (club funding, Player CBA, Player Salary Cap, Football Department Soft Cap and Competition Structure), AFL operations (overseeing strategic industry initiatives and projects such as Gather Round and Tasmania) and Integrity and Security will form his role.
"When we first announced the COO position, we were clear โ this was about bringing strong club experience to the AFL's leadership. Tom Harley is the right person to do exactly that," Dillon said.
"Tom has a deep understanding of the game โ from his time as a two-time premiership captain, to leading AFL NSW/ACT, to steering the Swans through a period of significant on and off-field growth. His ability to lead people, build trust, and drive long-term outcomes is exactly what we need at this moment in our journey, and I am thrilled he is joining our executive leadership team."
Harley will formally commence in the COO role post the 2025 Toyota AFL Premiership Season in October. His appointment follows the inclusion of Brisbane CEO Greg Swann as the EGM of Football Performance.
Laura Kane's role was effectively split in two, allowing Swann to join Dillon's team.
The COO position has been vacant since Dillon took over as the AFL boss following Gillon McLachlan's departure.
The AFL Executive Team
- Andrew Dillon โ Chief Executive Officer
- Tom Harley โ Chief Operating Officer
- Laura Kane โ Executive General Manager Football Operations
- Greg Swann โ Executive General Manager Football Performance
- Bec Haagsma โ Executive General Manager Customer and Commercial
- Matthew Chun โ Executive General Manager Finance, Clubs and Infrastructure
- Walter Lee โ Executive General Manager Strategy, Technology, Data & Analytics
- Sarah Fair โ Executive General Manager People
- Brian Walsh โ Executive General Manager Corporate Affairs (departing end of July)
