The Team player you can count on, enabling you to succeed.
Lived experience,
360 vision,
unrivalled network.
360 vision,
unrivalled network.
We’ve worked at all levels of sport – from playing professionally to leading as administrators – our team has deep knowledge and experience. Covering strategic planning, effective governance, advocacy, leadership and assisting organisations score commercial goals.
Along this journey, we have become part of a strong and supportive network of industry contacts. We are personable, reliable, and have the practical know-how to ensure that you win.
Ian’s high-profile background makes him a genuine asset to any sporting organisation. Having worked in every facet of sport at the highest level - as an athlete, an executive and an advocate, Ian’s experience gives him an unrivalled view of the sporting, commercial and legal landscapes.
Sam has worked in high profile roles with national and state sporting organisations at both the elite and community level, as well as senior roles with sports hospitality and gambling companies. His experience in roles across legal, governance, commercial, events and strategy makes him an invaluable adviser to the sports and entertainment industry.
Andrew Demetriou
Chair of Board
Andrew is one of Australia's most distinguished figures in sports administration and served as CEO of the AFL from 2003-2014. Under Demetriou's leadership, the AFL experienced unprecedented growth, both popularity and commercial success. His tenure as CEO left a lasting impact on the AFL, setting a foundation for its future growth and continuing to benefit the sport's development.
Jordan is an experienced company director, portfolio manager & lawyer with broad commercial experience as an investor, board member and C-Suite executive in leading Australian companies across many sectors. In the sporting landscape, Jordan is a former Chairman of the Central Coast Mariners FC, helping lead the club to two Championships and a Premiership during his tenure.
Hannah has deep experience in integrity, regulation, governance and data protection, and has also worked across the breadth of issues facing modern sports organisations. Her clients benefit from her invaluable insight on the global governance of sport as well as English and European law, gained from her many years as senior legal counsel for the International Tennis Federation. She is strategically and commercially astute, and her advice is always solution-focused and pragmatic.
Anthony is a commercial and marketing leader with expertise in strategic planning, sponsorship strategy, commercial reviews and business operations. With 5 years at MKTG, he supported major rights holders including the AFL and Cricket Australia, and advised major brands on their investment in sport. Anthony also has a background in financial services and brand marketing.
Brett brings two decades of high-level experience across the legal, industrial, and sporting sectors. Having worked in senior roles at the AFL Players’ Association, as well as in legal practice, Brett has played a leading role in major stakeholder negotiations and successfully advocated for a range of significant outcomes for members and clients. His combination of legal expertise, strategic insight, and deep industry relationships makes him a valued advisor to SAPA’s clients:
Cassandra brings four years of expertise in Sports Administration, Brand & Social Media Marketing and Talent Management to SAPA. Seamlessly blending her passion for sport with her experience in the sports industry, Cass is a dedicated advocate for all clients and colleagues she works with.
Tom is a commercial lawyer specialising in sports, media and entertainment. He advises international and national sporting bodies, event organisers, player associations and commercial partners on broadcast, sponsorship, governance, regulatory and other commercial matters. He regularly presents on sports law, data rights, restraints of trade and major events legislation, and previously completed a secondment with TikTok Australia.
Rory is a lawyer who brings together legal knowledge and deep involvement in sport. He has spent nearly a decade contributing to elite competitions through match day operations and analysis, and serves on tribunals and governance committees addressing integrity, disciplinary and policy matters. This experience enables him to provide clients with clear and strategic advice that reflects both legal and industry perspectives.
Nick has strong experience guiding private clients through Australia’s commercial legislative environment, governance frameworks and regulation issues, bringing both strategic insight and practical execution. His involvement in community and semi-professional Australian Rules Football reflects a genuine passion and understanding of the personal and commercial needs of sport at all levels.
Shannan has over 15+ years’ experience in sports marketing and partnerships at both an agency and brand level. He has negotiated some of the biggest deals in Australian sponsorship and has led and managed multiple large scale sports media agencies. He is hyper connected in the sport, media and entertainment world and has built an enviable stable of clients and relationships in the industry.
