Football Australia has hired former Stan CEO Martin Kugeler as its new boss, marking a new era as the organisation gets ready to embark on the FIFA World Cup and the Women’s Asian Cup.
Kugeler brings executive leadership experience across operational excellence, innovation, finance, strategy and global media, positioning him to lead Australian football through its next phase of growth.
He most recently held senior executive roles at Stan, including chief executive officer, and previously chief financial officer and director of strategy, sport, business development and product. His career also includes leadership positions across major global media and telecommunications organisations, delivering commercial growth, digital innovation, and audience engagement at scale.
“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,” said Kugeler following his appointment.
“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.”
Kugeler’s appointment follows a comprehensive, independent global search conducted by leading executive search firm Egon Zehnder, engaged by Football Australia in July 2025.
Football Australia also confirmed that current interim CEO Heather Garriock will remain with the organisation, transitioning into the role of executive director of football and deputy CEO, a significant and newly-created role that ensures continuity, strong executive football leadership, and strategic alignment.
“Martin will be an outstanding CEO for our organisation and leader for Australian football. Working with Martin will propel us into a new era of strengthening the team’s football and commercial excellence,” concluded Garriock.
“I’m looking forward to stepping into the new role of Executive Director of Football – with a holistic focus on football, national teams, high performance, competitions, talent development and international relations like never before – and as Deputy CEO of Football Australia.”
