AFL restructuring sees integration of management at Melbourne’s Marvel Stadium

The AFL’s restructuring of its operations will see a change of management at Melbourne’s Marvel Stadium with the Docklands venue to become wholly integrated into the AFL structure.

Prompted by an expected $400 million loss of income this year due to Coronavirus pandemic and anticipating future financial challenges, the AFL has ended the independent management of the venue with Kylie Rogers, a member of the AFL’s slimmed down Executive Team, in charge, and former Stadium Chief Executive Michael Green leading as Head of Stadium Operations.

Rogers, the AFL’s Executive General Manager, Commercial and Customer will continue to lead the AFL’s commercial activity, including corporate partnerships, membership, premium products, ticketing and events as well as overseeing marketing, digital media including the AFL’s website, and the customer and fan experience.

Auld will lead the Marvel Stadium and Docklands Precinct redevelopment, AFL major projects, finance, clubs, broadcasting and fixtures.

Travis Auld, the AFL’s Executive General Manager - Finance, Clubs and Broadcasting, will now lead the Marvel Stadium and Docklands Precinct redevelopment as well as AFL major projects with the dedicated precinct redevelopment team to be led by General Manager of Property Development Matthew Chun.

Yesterday’s announcement from the AFL on its restructuring advised that the change will “complete the full integration of Marvel Stadium into the AFL with a newly formed Stadium Operations team reporting to Kylie Rogers.”

Commenting on the change, AFL Chief Executive, Gillon McLachlan advised “Marvel Stadium is a fantastic asset for the AFL business, our end goal was to always fully integrate the stadium business into the AFL, which in turn will provided fans, at any event, the best possible experience.

“Once the redevelopment is completed, we aim to have the leading multi-purpose stadium and surrounding precinct in the world.”

Yesterday’s announcement also includes re-structuring of AFL’s state offices across NSW, Victoria, Queensland, Tasmania and Northern Territory with the aim that they “focus more on community football, growth in participation and development of facilities”.

Images: Melbourne’s Marvel Stadium (top, courtesy of Alexei Bui) and plans for its redevelopment (below).