AFL Barwon has announced it has appointed Kate Patterson as its inaugural chief executive officer.
Patterson, who will start in the role on February 2, brings more than 25 years’ experience across the sport, government and community sectors, including more than a decade in senior and executive leadership roles.
She joins AFL Barwon with a strong track record in strategic planning, governance reform, commercial development and stakeholder engagement, underpinned by a deep commitment to community sport and participation.
This follows recent developments such as the new partnership that supports community sport initiatives and female participation in the region.
AFL Barwon chair Michelle Gerdtz said Patterson’s appointment reflected the organisation’s next phase of growth and reform.
“Kate brings an exceptional depth of experience in leading teams and transformative projects in sport.
“Her proven leadership in governance reform, strategic planning and stakeholder engagement makes her ideally placed to guide AFL Barwon through its next phase. We are confident her values-driven, community-focused approach will strengthen our organisation and support the long-term sustainability of football and netball across the region.
“Along with other recent changes to bolster our football and netball operations, including the new pending appointments of Geelong and Bellarine League presidents onto the commission and the recent appointment of Sarah Naylor as the head of football, we believe we are now well setup to deliver important sports reform, improved operations and governance and continue to strengthen the largest community football and netball operations in the state.”
Based on the Surf Coast, Patterson has led and contributed to several major national sport initiatives. She played a key leadership role in the establishment of Netball Australia’s national league, Super Netball, overseeing league structure, team procurement, commercial frameworks, stakeholder engagement and the launch strategy.
She is presently a senior executive with AusCycling, joining the executive leadership team following the amalgamation of three national and 16 state cycling bodies — one of the most significant governance reforms in Australian sport. In this role, she has led the brand strategy and driven strong commercial growth across the organisation and contributed to the organisation’s four-year strategic plan.
Patterson said she was excited to be joining AFL Barwon.
“I’m incredibly honoured to be appointed CEO of AFL Barwon and excited to lead an organisation that plays such an important role in creating community and connection through the power of sport.
“Footy and netball are such a central part of the identity of our region. I’m thrilled by the opportunity to work alongside the Commission, staff, clubs, officials, players and all who contribute to making our competitions such a vital part of our community. I can’t wait to get started!”
This appointment comes amid broader organisational change, including discussions about governance and restructuring.
The news follows strengthened ties with local media, highlighted by the Times News Group and AFL Barwon media partnership, which expands coverage of football and netball across the region.