Matthew Pavlich named Sydney Swans Chief Executive

The Sydney Swans have announced the appointment of former Fremantle captain and AFL Hall of Fame inductee Matthew Pavlich as their next Chief Executive.

The announcement follows confirmation that current postholder Tom Harley will depart at the end of the 2025 season to take up the Chief Operating Officer role at the AFL.

Pavlich, best known for his 353-game playing career with Fremantle and nine-season captaincy, also brings relevant industry experience. Since retiring in 2016, he has built a post-football career in business and media.

Since the end of his playing career, Pavlich became the co-founder of Launchd, a company focused on talent, technology, and brand partnerships. He has also held a commercial role with PMY Group, the growing player in technology and infrastructure solutions for sport and major events.

Announcing the appointment, Swans Chairman Andrew Pridham emphasised Pavlich’s dual capability in sport and business, stating "together with his business pursuits in the sports and entertainment industry, Matthew has stayed involved in the game since his retirement from playing in 2016 and is widely respected across the industry

"We believe he will fit in well with the Sydney Swans culture and bring his own unique insights and perspectives that will benefit the club moving forward."

Looking forward to his new role, which will require him to relocate from Perth to Sydney, Pavlich advised "the Sydney Swans is a highly successful, well respected and well managed football club.

"It is a big decision to uproot the family and bring them across the country to Sydney, but I am thrilled to be offered the opportunity to lead this great and highly professional club. I'm looking forward to working with the club's leaders and playing groups to continue the success of this iconic club over the coming years.

"I feel comfortable enough as I can be. There'll be plenty of unknowns about this role. There'll be plenty of things that I'll have to listen and learn from. And I said to the staff earlier, the IP, the expertise and the knowledge that is in that room, I'm just going to have to absorb."

The Swans are pointing to Pavlich’s appointment as both a cultural and strategic fit, with a focus on continuity and evolution noting a structured transition to allow for a phased handover from Harley, which may mitigate operational disruptions and support longer-term planning through 2025.

Pavlich’s leadership credentials extend beyond his club playing career. He served on the AFL Players’ Association Board for 11 years, including three as President, and was previously an advisor to the AFL Laws of the Game Committee.

While the immediate implications for the Swans’ commercial partnerships and business direction remain to be seen, Pavlich’s tenure will be closely watched by rights holders, sponsors, and club executives across the AFL system, particularly as the league continues to professionalise its off-field leadership.

The Swans are expected to finalise the leadership transition ahead of the 2026 AFL season.

Image: Matthew Pavlich. Credit: Sydney Swans.