The Australian Professional Leagues (APL) has today announced the appointment of its new Chief Executive Officer, Steve Rosich.
Rosich joins the A-Leagues with over 25 years of senior leadership and commercial experience in elite sport, including 16 years as a CEO across the AFL at the Fremantle Dockers, in racing and major events at the Victoria Racing Club (VRC), and most recently leading an innovative medical technology company BrainEye.
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Rosich began his career in corporate finance at Deloitte, before moving into elite sport at the West Coast Eagles in 2000 driving commercial growth for one of the country’s biggest sporting brands.
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Steve then led the Fremantle Dockers as CEO for 12 years, before moving into major events where he steered the Victoria Racing Club, Flemington Racecourse and the Melbourne Cup Carnival for four years.
“We’ve been through a significant period of change, and Steve’s appointment marks an exciting new era for the APL,” said APL Executive Chairman Stephen Conroy.
“Steve brings extensive leadership, commercial and major events experience within elite sport, and a passion to grow the A-Leagues to help it reach its full potential.
“Having right-sized the business, and moved from a significant financial loss to a profit in FY25, we have a strong platform for sustained growth.
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He continued: “Steve’s appointment is the final step of our transformation, and with his proven track record of growth, we are well positioned to continue the significant progress made both on and off the field across our leagues.”
Currently Melbourne-based, Steve will move to Sydney in the New Year to take up the CEO role officially from January 5, 2026.
As part of the appointment, Stephen Conroy will return to his non-Executive role as Independent Chair, following a period of transition in the role of Executive Chairman.
“Football in Australia and New Zealand has huge potential,” said new APL CEO, Steve Rosich.
“The foundations for the game are strong with the sport and the A-Leagues poised to capitalise on a huge 12-month calendar for the world game.
“I know it will take hard work and a collective effort from the broader football ecosystem to help realise this opportunity, but it’s an incredibly exciting time for football in the region, and I am excited to lead the next phase of growth across the Isuzu UTE A-League Men and Ninja A-League Women.”
