At SAPA, our people are the heart of our work. Every team member brings a unique story, a deep connection to sport, and a shared commitment to strengthening the sporting landscape.
We sat down with our General Manager of Commercial, Marketing & Operations, Anthony Trainor, to talk about his journey, what drives him, and his advice for anyone looking to build a career in sport.
What made you want to pursue a career in sport?
Sport has always been central to my family’s story. My father spent more than 20 years as Marketing Director at North Melbourne Football Club and is now a life member. My grandfather and great-grandfather both served as presidents of the club, my uncle worked there, my aunt is currently an AFL Commissioner, and my cousin now plays for Richmond Football Club.
Growing up, I thought it was the coolest thing in the world – meeting players, being around the club, going to games. Watching how passionate my family was about their work, particularly about North Melbourne Football Club, made a big impression on me. It shaped my interests early and ultimately pushed me towards wanting to build a career in the sporting industry as well.
What do you love most about working at SAPA?
For me, it’s the breadth and variety of the work. SAPA operates across a range of areas including commercial, legal, governance, marketing, strategy and integrity – which means we are always involved in new and exciting projects for a wide range of sporting organisations.
While I’m not directly involved in our legal practice, I’m constantly inspired by the important work our legal team delivers. On the commercial and marketing side, one day we might be building a sponsorship framework for a brand or developing a digital strategy, and the next we’re reviewing operations or evaluating a rights holder’s commercial model. It’s genuinely diverse!
Just as importantly, I value our people. Culture is vital in any business but is particularly important in a small business, and we’ve been really intentional in bringing in the right talent. The environment is collaborative, supportive, and enjoyable – which makes the work even more rewarding.
What does your day-to-day role involve?
As General Manager of Commercial, Marketing & Operations, my role spans internal leadership and client-facing delivery.
Internally, I oversee our internal marketing plan, operations, systems, finance workflows, and general organisational rhythm – the things that ensure SAPA runs smoothly. Externally, I work directly with clients across commercial projects, strategic planning, marketing strategy as well as helping SAPA’s growth through business development and proposal development.
What’s something about working in sport that people might be surprised by?
People often underestimate how much your passion becomes intertwined with your profession. Sport stops being something you engage with casually, it becomes part of your everyday thinking (at least for me, anyway). Even watching games on the weekend can feel connected to the work you do.
But for me, that’s part of the appeal. To build a meaningful career in sport, you genuinely need to be passionate about it. The long hours, the busy seasons, the constant engagement, it all feels worth it when you love the industry you’re contributing to!
What do you enjoy doing outside of work?
Most of my spare time is spent with my partner, our 16-month-old daughter, and our Cocker Spaniel dog. They’re a huge (and very enjoyable) part of my life, so a lot of my downtime revolves around family time.
Outside of that, I also try to stay active through running, going to the gym or getting outdoors whenever I can. It helps keep some balance between life, work and everything in between.
What is your favourite sporting moment of all time?
Up until last year it was North Melbourne winning the 1999 Grand Final. However, being with my cousin Luke as he was selected by Richmond with pick 21 in the 2024 Draft as well as being at his first game in Round 1, where the Tigers came from 40 points down and won, when no one gave them much of a chance, was unreal.
What is one piece of advice you’d give to someone looking to enter the sporting industry?
Your first job doesn’t need to be your dream job. The most important step is simply getting into the industry. Even if the role isn’t exactly where you want to end up, being inside the sporting ecosystem gives you experience, visibility and, most importantly, connections.
Sport is a highly networked industry. Once you’re in, opportunities naturally open up. From there, you can build your skills, grow your network, and gradually move toward your ideal role or organisation.