Football Australia has appointed former Stan chief executive Martin Kugeler as its new Chief Executive Officer, marking a leadership reset as the sport heads into one of the most consequential periods in its modern history.
Kugeler will formally commence in the role on 16 February 2026, stepping into the top job as Australian football prepares for the AFC Women’s Asian Cup on home soil and the CommBank Socceroos’ campaign at the FIFA World Cup later that year.
The appointment follows a global executive search conducted by Egon Zehnder.
From streaming wars to world football
Kugeler arrives from Stan, where he most recently served as CEO after previously holding senior roles, including Chief Financial Officer and Director of Strategy, Sport, Business Development and Product.
During his tenure, he played a central role in the launch and scaling of Stan Sport, including its football portfolio featuring UEFA club competitions.
Football Australia chair Anter Isaac said the organisation had secured a rare blend of media, financial and operational expertise.
“Today is an important day for Australian football. The global search was independent and highly competitive, and I am delighted to welcome Martin Kugeler as our new CEO of Football Australia,” Isaac said.
“Martin brings a wealth of professional experience across operational excellence, innovation, finance, strategy and global media to Football Australia – this is a rare combination and one that will deliver results for football in Australia.”
A pivotal moment for the game
Kugeler steps in as football looks to convert participation scale into sustainable growth. In his first comments as CEO, he framed the opportunity in both sporting and commercial terms.
“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,” Kugeler said.
“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.”
He flagged innovation, professionalisation and commercial outcomes as immediate priorities.
“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,” he said.
Continuity at the top
Football Australia also confirmed that current Interim CEO Heather Garriock will remain with the organisation, transitioning into the newly created role of Executive Director of Football and Deputy CEO.
Garriock said Kugeler’s appointment would accelerate the organisation’s ambitions on and off the pitch.
“Martin will be an outstanding CEO for our organisation and leader for Australian football,” Garriock said.
“Working with Martin will propel us into a new era of strengthening the team’s football and commercial excellence.”
Eyes on 2026 and beyond
With the Matildas, Socceroos and youth teams central to Australia’s sporting identity – and major global tournaments imminent – Kugeler said collaboration across the ecosystem would be critical.
“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,” he said.
“I am very much looking forward to working closely and collaboratively with all stakeholders of our game.”
As Football Australia balances governance reform, commercial ambition and the weight of global attention in 2026, Kugeler’s appointment signals a deliberate shift towards media-savvy leadership – and a belief that football’s next phase will be built as much in boardrooms as on the pitch.