AFL executive Kylie Rogers appointed the new CEO of Victoria Racing Club

Kylie Rogers, the AFL’s general manager customer and commercial, informed colleagues of her decision to depart the AFL on Monday.

Leading AFL executive Kylie Rogers will be the new chief executive of the Victoria Racing Club. Pic: Michael Klein.

The Victoria Racing Club has snagged a top AFL executive to replace outgoing boss Steve Rosich.

Kylie Rogers, the AFL’s general manager customer and commercial, informed colleagues of her decision to depart the AFL on Monday.

Rosich, a former chief executive of the Fremantle Dockers Football Club, announced his resignation after almost four years at the home of the Melbourne Cup Carnival.

Rogers will join the VRC — which in 2023 had gross revenue of $217 million — in September with Rosich to remain at the helm until July 31.

“The VRC is one of the world’s greatest sporting and cultural institutions, and it is an organisation I am extremely excited and honoured to be leading,” Rogers said.

“I love racing, and I look forward to working with (chair Neil Wilson), the board, and the entire VRC team to elevate the club and the Flemington precinct into the future.”

Rogers holds a crucial portfolio at the AFL that included managing television broadcast relationships as well as the AFL’s radio partners.

Her role also included responsibility for sponsorship, ticketing, merchandising and membership.

Rogers was elevated to her current position when AFL chief executive Andrew Dillon compiled his leading team soon after starting his role in September 2023.

* Contenders line up to replace Jones as Racing Victoria CEO

Ms Rogers also worked at Network 10 for 15 years before joining the AFL in 2017.

Wilson said Ms Rogers topped the list of “high calibre candidates” that emerged during a six-week process.

Kylie Rogers.

“She brings a high level of commercial acumen, and impressive customer and media experience across major events, entertainment and sport,’’ he said.

“As part of an impressive resume, Kylie has overseen the significant commercial growth of the AFL, been instrumental in the redevelopment of Marvel Stadium, the growth of AFL’s digital and marketing platforms.

“And has been pivotal in improving the customer experience and fan acquisition strategy.’’

Wilson said Ms Rogers’ main roles would be to drive the next phase of the Melbourne Cup Carnival’s growth along with developing Flemington’s sport and entertainment strategy.

“We believe Kylie’s career experience and leadership qualities are extremely well aligned to our strategy and the delivery of the next exciting chapter for the VRC, which includes accelerating our local and global ambitions across racing, events and media, including the Melbourne Cup Carnival, and to build the next generation of the Flemington Racecourse precinct as a year-round sport and entertainment destination,” Wilson said.

Rogers’ appointment fills one of three crucial vacancies in Victorian racing.

Parent body, Racing Victoria, is still in need of both a chairman, and CEO.

Former AFL CEO Gillon McLachlan is the frontrunner to take on the chairman’s gig, while Aaron Morrison is interim CEO, and touted as one of the key contenders.

Originally published as AFL executive Kylie Rogers appointed the new CEO of Victoria Racing Club