corporate STRUCTURE
AFA Corporate Team
american football australia staff
CEO / High Performance Director - Wade Kelly
Wade Kelly joined AFA in 2022 as CEO, becoming the first professional executive in the sport since its establishment.
Wade is a former professional rugby player with a 16-year career spanning across Australia, England, Italy and the United States and holds a MSc in Performance Psychology.
Following his on-field career, Wade went on to head up and reform some of the most prestigious Rugby Programs across Australia and Europe with a focus on transformational growth and performance.
With the inclusion of Flag Football in the upcoming LA 2028 Olympics, Wade has also been appointed as the High Performance Director for AFA.
sports administrator - pamela tuft
Pamela was appointed as Sports Administrator for AFA in October 2024.
With a professional background in accounts, marketing and project management and having previously served as a Director and Chairperson for both AFA and the Australian Gridiron Officials Association, she is suitably experienced to serve AFA in this new role.
Pamela is also a current American Football Official for both tackle and flag, first working on field in 2017. Pam has officiated at a state, national and international level. Representing IFAF as an Australian delegate at the 2022 Women’s Tackle World Cup and the 2024 Flag Football World Championships both held in Finland.
CHIEF MARKETING OFFICER - BROCK BENTLEY
Brock joined AFA in May 2026 as Chief Marketing Officer.
He spent the first decade of his career in global music, based in the Netherlands, where he co-founded The Replay Group and led commercial creative campaigns for major events, record labels, brand partners, and artists.
Before joining full-time, Brock contracted on projects with 160over90, the LA Rams, and Saudi Arabia's MDLBEAST, and led AFA's social strategy at the 2025 IFAF Asia-Oceania Flag Football Championships.
As CMO, he leads marketing & communications, partnership activations, content, and audience growth, with focus on the 2026 IFAF Flag Football World Championships.
AFA APPOINTED ROLES
National events manager - matthew harrison
Matt is group CEO of the AFS Group, with 35 years’ experience in customised safety and security, training and workplace compliance, event management and tourism services. Matt is an industry leader, and his expertise ensures top-notch safety for both public and private sectors and we are fortunate to have him working with AFA.
Matt brings his skills as a leader, communicator and accredited trainer in first aid, work health & safety, fire safety and incident management to our team.
Working closely with the CEO, Matt is responsible for planning, organising, and executing AFA events, including but not limited to tournaments, fundraisers, tours, combines and championships.
National Commercial Director - Jason Moore
Jason and his company Global Sports Enterprises (GSE) head up AFA Commercial Partnerships for a three-year term through to 2026.
Jason has garnered a reputation for being one of the most prominent sporting Commercial Agents in Australia.
Whilst heading up Moore Sports for 23 years he was responsible for bringing the MLB season opener to Sydney.
GSE specialise in Broadcast Consulting, Capital & Investor Funds Raising, Government Relations and Procurement.
"Success isn't owned. It's leased, and the rent is due every day."
— J.J. Watt