James Ellender moves from ActiveXchange to Head AFL’s Western Sydney Expansion Hub

May 2, 2023

James Ellender, APAC Chief Executive for ActiveXchange, has moved from the data intelligence leader to become Head of the AFL’s Expansion Hub in Western Sydney.

Ellender, who joined ActiveXchange to head its APAC activities in August 2020, now joins the AFL at a time when the game is seen to have lost ground to the NRL in Western Sydney and during a season when media has focussed on GWS Giants crowd numbers.

Ellender’s role in heading the Parramatta-based AFL expansion hub and its seven-person marketing and data team will see him work not only the GWS Giants but also work with the Brisbane Lions and Gold Coast Giants.

His appointment follows the AFL Commission having approved a $2 million special injection into growing the game in NSW last October after a detailed presentation from AFL Executive General Manager Customer and Commercial Kylie Rogers.

Speaking to The Age, Rogers said the aspiration was to work closely with broadcasters and local media and potentially create mini “gather rounds” based around Giants and Swans home games in a bid to change consumer habits in Sydney’s competitive sports market.

Rogers told The Age “it’s time to invest properly in NSW.

“We have seen what extra content can do for a market and we’re pleased that the commission has approved an additional investment to build a code awareness, club awareness and fandom awareness in NSW after a disappointing few years impacted by COVID and floods.”

Revealing Ellender’s departure in a communication to stakeholders, ActiveXchange advised of his “taking on an exciting and challenging new role with the AFL working with the GWS Giants.

“Given James’ passion for sport and extensive experience in sales, marketing, data and community grass roots, we know he'll be a huge success, and look forward to supporting the AFL all the way.

“Reflecting on the past three years, James has successfully led our Australasian office through the pandemic, expansion to other regions and significantly raised the profile and awareness of what ActiveXchange does and, importantly, launched our v2.0 next generation platform earlier this year.

“As a result of James’s genuine passion for and belief in what we do, we have made significant inroads into expanding the SportsEye network with hundreds of organisations, peak bodies, operators, sports, local, state and federal government agencies all connected to SportsEye and committed to a collaborative future of data sharing and evidence-based decision making.”

Following Ellender’s departure, ActiveXchange founder Alex Burrows, will be stepping into the Group Chief Executive role, supported by Australian-based Chief Operating Officer Rich Boyle and the rest of the Australasian leadership team.

search ausleisure

Sports Technology

Latest News