Former AFL chief executive Andrew Demetriou has taken up an equity position with strategic communication company The Bastion Group.

Demetriou, who as the boss of the AFL for 11 years, will serve as the group’s board director.

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“The Bastion Group is pleased to announce that former AFL chief executive Andrew Demetriou will be joining its Board of Directors as of 1 July 2014.

Mr Demetriou has taken an equity position in the Bastion Group, one of Australia’s most innovative Strategic Communications Groups, where he will serve as a board director, leading strategy, acquisitions and growth.

Headquartered in Melbourne, and with offices in Sydney and Auckland, The Bastion Group encompasses strategic communications agency Undertow Media; Sponsorship, events and activations experts Bastion EBA; Government and Community Relations firm Bastion S+GO and boutique Lifestyle Management firm Mr Cornelius.

Bastion Group Chief Executive Fergus Watts* said Mr Demetriou’s appointment would bring an unprecedented amount of experience and knowledge to the agency.

“We are very excited to have Andrew on board and believe he can add a significant amount to our team being so heavily involved with the Bastion Group moving forward,” Mr Watts said.

“His endorsement gives us confidence that we are moving in the right direction as we strive to continue to push the envelope and change our services to reflect the needs of our clients in what is a constantly changing business landscape.”

“Our goal across the Group is to deliver innovative, world-class service to our clients and provide the absolute best environment for the development and growth of our staff. Andrew will add to all of this and we can’t wait to start working with him.”

Mr Demetriou said he has been tracking the progress and expansion of the Bastion Group over the past few years and saw great potential for future growth and diversification.

“The Bastion Group has a family culture and shares values and a work ethic that encourages left field thinking to maximise the return on investment by a client. I am proud to join them on their journey” he said.

“Right now they are young, growing and full of energy. When you walk in to any of the offices there is a great feel about the place and the work is of the highest quality. I am confident and excited by the opportunity to make a positive contribution and help guide the Bastion Group to further success.”

* Fergus Watts was a first round AFL draft pick (# 14 overall) to the Adelaide Crows in the 2003 Draft. After a four year career riddled with injuries, he was delisted in 2007. In late 2008 Watts started the Bastion Group using the retirement payment he received from the AFL Players Association as a result of his delisting. With Bastion Group annual fee revenue now approaching $10m, Watts was a finalist in the 2013 Ernst & Young Entrepreneur of the Year Awards. ”