The AFL has appointed experienced media and communications advisor Sharon McCrohan as its new Executive General Manager of Corporate Affairs. Her appointment comes at a pivotal time for the league, as it works through sensitive cultural debates while strengthening its commitment to inclusion, sustainability, and stakeholder confidence.

McCrohan will oversee Corporate Affairs and Communications, a portfolio that now also spans First Nations Engagement, Inclusion, and Sustainability. She succeeds Brian Walsh, who recently concluded his long tenure with the AFL.

With a career spanning nearly three decades, McCrohan has worked across government, sport, and the private sector. She has also been director of her own firm, McCrohan Consulting, while holding governance roles at Racing Victoria, the Transport Accident Commission (TAC), and the Ovarian Cancer Research Foundation.

AFL CEO Andrew Dillon said her breadth of expertise made her the right fit to guide the league through its next phase of growth. “Sharon brings deep experience in media, communications, policy development, and stakeholder relations—skills that are vital in the day-to-day life of the AFL. Her insights will be invaluable as we work with clubs, partners, and communities to strengthen trust and engagement,” he said.

McCrohan’s appointment comes as the AFL sharpens its focus on cultural leadership. Last week, Taryn Lee was announced as General Manager of First Nations Engagement and Inclusion—a move designed to elevate Aboriginal and Torres Strait Islander voices across the sport.

Reflecting on her new role, McCrohan said: “Footy is more than a sport—it’s part of Australia’s cultural DNA. I love the game, the passion it inspires, and its unique power to unite people. The opportunity to contribute to its growth and diversity is a real privilege.”

The appointment also arrives at a time when the AFL’s approach to cultural and social issues is under close public scrutiny—from its response to homophobic slurs to debates around inclusivity at marquee events. With McCrohan at the helm of Corporate Affairs, the league signals its intent to strengthen communication, inclusion, and community trust at the highest level.