The Australian Football League (AFL) has hired Rebecca Haagsma as its new executive general manager of customer and commercial.

Haagsma is currently the chief product and technology officer at Australian media group Nine Entertainment and will commence her role at the AFL in February 2025, relocating from Sydney to Melbourne.

As a member of the AFL executive team and in her new position, she will oversee the AFL's commercial partnerships, events, consumer products, fan engagement and growth, AFL digital (afl.com.au) and the management of the competition’s broadcast relationship across Fox, Seven, News Corp and radio partners.

Haagsma, who has over 20 years' experience in the media and telecommunications industries, will replace Kylie Rogers who left the AFL to become the chief executive of Australian horse racing’s Victoria Racing Club in September.

In her two-and-a-half years at Nine, Haagsma oversaw the company’s digital output and, most recently, led on its 2024 Paris Olympics digital offering.

Prior to working at Nine, Haagsma was at Telstra for seven years in several senior executive roles, which included leading the telco's media interests across sports and entertainment rights and streaming products, featuring the creation and operation of the AFL Live app.

AFL chief executive Andrew Dillon said: “We are extremely fortunate to have Rebecca join our team in this role. She brings deep expertise across commercial, media, digital and product development and this unique skillset will play an important role in shaping our future direction and engagement with fans.”

Haagsma added: “The game of footy has always been a part of my life, and the opportunity to work with the AFL, its clubs, corporate partners and wider stakeholders, and the fans above all, is a dream role for me.

“I'm looking forward to bringing years of commercial and relationship experience and leadership along with a deep expertise in transformation and being able to match it with my love for Australia's game.

“I can't wait to join Andrew's leadership team and am looking forward to heading up an exceptional consumer and commercial function, so we can drive the next period of growth for the AFL.”

The AFL executive team’s accountability for Marvel Stadium in Melbourne will continue with Matthew Chun, who has been in the caretaker position since August.