Matthew Pavlich Sydney Swans CEO : For the first time in over two decades, the Sydney Swans have chosen to look beyond their own ranks for a new chief executive officer — though the selection remains very much in line with tradition.
Following Tom Harley’s departure just eight weeks ago to take on the role of right-hand man to AFL boss Andrew Dillon, the Swans swiftly pinpointed his ideal successor: another highly respected, polished former key-position player and club captain hailing from South Australia.
Matthew Pavlich shares much in common with Harley. In fact, their playing days often overlapped — Harley as Geelong’s centre-half back and Pavlich as Fremantle’s centre-half forward — frequently putting them head-to-head on the field.
Now, the two will collaborate during a handover period in the final weeks of the season. As Harley prepares to move to Melbourne to take up his new role as the AFL’s chief operating officer, Pavlich will also begin his own transition, relocating his family from Perth to Sydney.
I’m incredibly excited about this opportunity,” Pavlich said. “It’s an immense honour and a real thrill to step into this role.
When I was first approached, it felt a bit unexpected, but I was eager to go through the process and thrilled to take it on.
It almost feels like being drafted all over again, 25 years later. My years of playing, studying at university, moving into business, and working in the media have all prepared me for something like this. While it’s a big role and certainly humbling, I feel ready and well-prepared — knowing there’s still much to learn as Tom transitions to the AFL and I step into this position.
First External CEO Appointment in Over 20 Years Marks a New Chapter for the Swans
If a hallmark of a well-run club is that major announcements rarely leak ahead of time, the Swans once again proved their ability to keep things under wraps. There was no indication that Pavlich was a contender for the role until Wednesday morning, when this masthead broke the story just hours before the official announcement.
The last time the Swans appointed an external candidate as CEO was in 2003, when Myles Baron Hay took on the role. After his departure in 2009, then–head of football Andrew Ireland was promoted, and when Ireland stepped down at the end of 2018, Harley was elevated from the same position.
Pavlich and Harley Work Together in Smooth Transition Phase
However, chairman Andrew Pridham said he was confident the Swans would maintain strong continuity by appointing Pavlich — a six-time All Australian, 353-game Fremantle veteran, nine-year captain, and eight-time leading goalkicker. Pridham noted that Pavlich embodied the “cultural standards” the club sought in its next chief executive.
I’d been aware for some time that [Harley’s departure] was a real possibility, which gave us plenty of time to consider the qualities we wanted in the club’s next leader,” Pridham said. “When the circumstances aligned, we felt that in this case, bringing in someone from outside the club was the right move.
Chairman Andrew Pridham Confident in Pavlich’s Leadership and Cultural Fit
We were eager for our next CEO to share a background similar to Tom’s, given how successful he’s been in the role. Matthew’s football pedigree, coupled with his business acumen and, importantly, his deep understanding of the industry, gives us full confidence that he embodies everything we’re looking for.
Football is an unpredictable business that constantly throws curveballs, and we’re confident Matthew is well equipped to handle them. We’re excited to see his leadership in action.
From Fremantle Captain to Business Leader: Pavlich’s Diverse Experience
After retiring in 2016, Pavlich co-founded Launchd, a company focused on talent, technology, and brand partnerships, and played a key role in the growth of PMY Group, which provides technology, data, and creative services.
During his playing career, he spent 11 years on the AFL Players’ Association board — three of those as president — and served as an advisor on the AFL Laws of the Game committee.
Following his retirement, Pavlich transitioned into media, working with Fox Sports and Nine News, where he anchored the sports bulletin in Perth. He also holds a Bachelor of Science and a Master of Business Administration from the University of Western Australia.
People often see me on television and assume that’s been my primary focus, but the truth is, over the past decade I’ve been starting, growing, scaling, and running businesses, staying very much at the forefront of that,” Pavlich said.
This role will come with plenty of unknowns, and there’s a lot I’ll need to listen to and learn. I told the staff earlier that the wealth of knowledge, expertise, and insight in this room is something I’ll be looking to absorb.
I also said, ‘seek first to understand, then to be understood.’ That’s one of the great strengths of a footy club — and particularly here at the Swans. The culture is strong, there’s stability and resilience off the field, and we’re aiming to quickly bring that success back on the field as well.
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