Athletics Australia announces return of Samantha Culbert

Athletics Australia has announced the appointment of Samantha Culbert into the newly created role of Group General Manager, Delivery and Partnerships.

Familiar to many within the Australian athletics community, Culbert will make her return to Athletics Australia playing an integral role within the leadership team, with a focus on supporting and leading the sport’s high-performing sport delivery, commercial, marketing and communications teams.

The role will also see her work closely with each of the organisation’s member associations, government partners and commercial and marketing groups to bolster Athletics Australia’s offering domestically.

Culbert brings with her more than two decades of experience in sport and major events as a strategist, innovator and marketer, with extensive experience in building engaged communities and commercial value in organisations and events.

Her most recent role, Head of Impact and Engagement at the Office for Women in Sport and Recreation, saw her lead the charge to connect more Victorians than ever before with the ‘Change Our Game’ movement and drive reform agenda towards gender equality in sport and active recreation.

Prior to her work with the Victorian Government, Culbert was General Manager of leading sports marketing agency, Jump Media & Marketing and the co-founder of children’s health and fitness business, Aussie Aths which introduces primary school aged children to track and field.

With a passion for athletics and a lifelong involvement in the sport, Culbert has also worked across all levels of athletics, having been Deputy Competition Manager of the Sydney 2000 Olympic Games and On-field Manager of the Edmonton 2001 World Athletics Championships.

She has also developed and led the Aussie Aths Fan tours to the 2015, 2017 and 2019 World Athletics Championships, and has held roles at Athletics Australia and Athletics Victoria in development, high performance, competitions, marketing and commercial.

Announcing the appointment, Athletics Australia Chief Executive, Peter Bromley stated “Sam has worked with Athletics Australia in a number of roles over the years, and has passion for the sport that is unparalleled.”

Culbert said she is thrilled to be going back to her roots and is looking forward to making an impact in a sport she is so passionate about, adding “there’s no better time to be involved in athletics, the number one Olympic and Paralympic sport, than right now on this ten-year runway to a home Games in Brisbane in 2032, with the added excitement of the Victoria 2026 Commonwealth Games on the way.

“I am looking forward to returning to Athletics Australia and maximising this period to grow and strengthen our sport, and inspire the athlete in all Australians.”

Culbert (pictured) will commence in the role on 17th October, coinciding with the return of Michelle James as General Manager, Competitions following a period of maternity leave.