‘Rare combination’: Football Australia picks former Stan boss as new chief executive

1 month ago 16

Football Australia has appointed former Stan boss Martin Kugeler as its new chief executive, a surprise choice that underlines the importance of media strategy and broadcast rights in what the federation describes as a “new era” for the sport.

Kugeler will begin work on February 16, succeeding James Johnson, who left FA last year after a five-and-a-half-year stint in the chair.

Former Stan CEO Martin Kugeler will take the top job at Football Australia.

Originally from Germany, Kugeler is the first foreigner to lead FA, and though he has never worked within football, he says he is a lifelong fan.

He will take on the role at a critical juncture for the game in Australia, ahead of a home Women’s Asian Cup in March. That will be followed by the Socceroos’ campaign at the World Cup in the United States, Canada and Mexico in June.

Kugeler, who relocated to Australia permanently in 2009, had spent a decade working for Stan, the streaming service owned by Nine Entertainment Co. Nine is the owner of this masthead. He joined Stan before the service’s launch in Australia, serving as chief financial officer and director of strategy, sport, business development and product, before becoming chief executive in 2021.

The streamer’s move into sport broadcasting - and football - unfolded during his tenure, with Kugeler spearheading Stan’s pursuit of the rights to broadcast the UEFA Champions League, Europa League and Conference League from 2021.

Nine director of television Michael Healy, David Gyngell, Leila McKinnon and then-Stan CEO Martin Kugeler take a selfie in the Nine suite at the Australian Open in 2023.

He left Stan almost one year ago after a shake-up of Nine’s streaming and broadcast division.

Kugeler’s expertise on that front will be critical, with the Australian rights to most major competitions - including FA’s own national team package, the A-Leagues, the UEFA competitions and the English Premier League - set to expire in the coming years, presenting a great opportunity for the federation to go to market if some or all of those rights can be bundled together.

So too will be his financial acumen, with FA reeling from a $8.5 million loss in the last financial year.

“There isn’t a sport in the country that can match the existing domestic and international footprint of football, or the potential for further growth inherent in our game,” Kugeler said in a statement.

FA’s interim chief executive Heather Garriock.

“I am delighted to be given the opportunity to lead Football Australia as CEO and help us realise our potential, with the clear ambition to drive growth and reach new heights in the sport that we love.

“I will be leading the team with a strong focus on innovation, robust professional structures and enhanced commercial outcomes to increase investment back into the game.

“Football is the largest participation sport in Australia. Our national teams - the Matildas, Socceroos and youth teams - are exceptional, truly global and unite not only the football community but the nation. Football has an unmatched passionate community of players, coaches, officials, volunteers and supporters.

“I am very much looking forward to working closely and collaboratively with all stakeholders of our game: our member federations, Women’s Council, local clubs, players, coaches, referees, volunteers, the APL as well as our commercial partners, governments and our international federations FIFA and AFC.”

Before working for Stan, Kugeler worked as a strategy consultant across a range of industries in Australia and abroad, and also held senior finance and strategy leadership roles within the global media company Bertelsmann.

Former Matilda Heather Garriock, who has been serving as interim CEO since Johnson’s departure, will take on a powerful new dual role as FA’s deputy CEO and executive director of football - essentially meaning she will be in charge of the elements of FA’s business in which Kugeler is less experienced.

Garriock stepped down from FA’s board to replace Johnson on a temporary basis and was one of the leading contenders to win the position on a permanent basis, but appears to be being groomed for it at some point in the future.

“Today is an important day for Australian football. The global search was independent and highly competitive, and I am delighted to welcome Martin Kugeler as our new CEO of Football Australia,” said FA chair Anter Isaac.

“Martin brings a wealth of professional experience across operational excellence, innovation, finance, strategy and global media to Football Australia – this is a rare combination and one that will deliver results for football in Australia.

“I have no doubt that he will continue to lift the bar on how we do things and what we can achieve together with all our stakeholders both domestically and internationally.”

More to come