Meet Steve Whately, Head of Sales at the AFL. He leads a team working on new brand partnerships across the AFL, AFLW, Marvel Stadium, and the league’s digital and community channels.
Before joining the AFL, Steve worked at KPMG, became Head of Strategy at Sport Business Partners, and held roles at the Australian Sports Commission and Nielsen Sports. Across those jobs, he built experience in strategy, sales, digital and data.
His interest in working in sport began at KPMG, while auditing Golf Australia and Hawthorn Football Club. Steve wanted to find out what other jobs existed in the industry, so he asked friends whether their parents knew anyone he could speak to. One conversation led to an introduction at Tennis Australia, then a job at Sport Business Partners. In its 5-person team, he worked on projects for organisations across several sports.
By the time the AFL role opened up, Steve had years of relevant experience to show. During the hiring process, he was asked to present a growth strategy for Marvel Stadium. He opened with a slide showing around 25 brands he had sold to.
Lots to look out for in this episode, including why Steve says his degree wasn’t a factor in getting the AFL job, which sports agencies and consultancies are worth researching, and how to make your existing experience relevant to a sports employer.
We Cover:
(3:14) – Interview begins
(5:08) – Quick fire questions
(15:52) – What it takes to do Steve's job at the AFL
(30:50) – First break into sport at KPMG, auditing Golf Australia and Hawthorn FC
(35:12) – The five-person consultancy that changed everything
(55:41) – The presentation that got him hired
(57:08) – Mentors and the value of asking for help
(1:00) – Advice to his younger self
If you like this ep, give these a go next:
#354: How to transfer your Finance experience to the sport industry, Golf Australia | Phil Speake
#265: From Westpac to the Adelaide Crows FC in 29 days, Adelaide Crows FC | Parth Suri
#334: Adam Collins (The Final Word) on political career, transition to sport & origins of TFW
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Thanks for listening, much love!
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