2025 AFL Movers and Shapers: 40-31

The growing power of the football media is reflected more than ever in the AFL Record’s annual Movers and Shapers list, compiled by ASHLEY BROWNE and SHANNON GILL.

Nearly 18 months since finishing up as the AFL’s chief executive, Gillon McLachlan no longer qualifies as a mover and shaper. But his fingerprints are all over our annual AFL power list.

2025 marks the first year of the eye-popping seven-year, $2.5 billion media right deal he negotiated at the end of his tenure and while Seven and Foxtel/Kayo (now under new ownership) retained the rights, both broadcasters have spent big on talent and programming to support their massive investments.

This has led to all sorts of movement between networks and the big stars of the media game, as well as the executives making the big calls, have never commanded as much attention – and money – as they have this year.

This year’s list also reflects the growing importance of football in Queensland and especially Brisbane. The premiership-winning Lions are the hottest-ticket in the AFL and they need a new home ground.

See 50-41 here. 2025 AFL Movers and Shapers: 50-41.

See 40-31 below:

40. JOSH BOWLER

AFL head of broadcast operations and scheduling

Last year: - Unknown to the average footy fan, Bowler determines what our winter weekends look like. Having finally committed to regular Thursday night football, Bowler’s next challenge will be building a better AFLW schedule, while a men’s ‘Wild Card Weekend’ cannot be discounted. It is one of footy’s toughest gigs.

39. EDDIE McGUIRE

Presenter, producer

Last year: -

Not quite the last man standing at Channel Nine, but Footy Classified has been gutted and McGuire, through his JAM TV production company has been charged with its reinvention. In true ‘Eddie Everywhere’ fashion, JAM is also producing the Hawthorn-focussed Full Sweat docuseries for Seven this summer. If it takes off, 17 other clubs will form a queue outside his door for 2026.

38. CHRIS SCOTT

Geelong coach

Last year: 31

With John Longmire out at Sydney, no AFL coach has held the same position longer than Scott, who last year guided the Cats to a top-four finish for the ninth time in 14 seasons. Brilliant on match days, a master man manager and generally unflappable, Scott is the premier coach in the AFL and his success and length of tenure ensures that his opinions, through his masterful media appearances or via back channels into the AFL carry considerable heft.

37. TANYA HOSCH

AFL executive general manager of social policy and inclusion

Last year: 25

The AFL continues to ‘not just stick to footy’ and what wider causes it embraces is largely at the behest of Hosch, who has overcome major health issues to play a leading role in the game. Her next big project? The long overdue return of the Indigenous All-Stars team, which plays Fremantle on February 15.

36. ROSS LYON

St Kilda coach

Last year: -

We’re not totally buying the warm and fuzzy ‘Ross 2.0’ persona as entertaining as it is. He has ruthlessly cut a swathe through St Kilda’s off-field operation in the two years since his heralded return to the club. The ‘Saints Bubble’ is back, this time in the guise of his hand-picked football department seemingly operating freely and independently of the rest of the club.

35. CAROLINE WILSON

Journalist, broadcaster

Last year: 15

By her own admission, she is trying to do less each season, yet she remains a powerful figure in the game, impeccably connected and with a weekly column for The Age that packs a punch and invariably breaks news. Has defected from Nine to Seven along with Hutchison and Cornes and remains on 3AW.

34. BRIAN WALSH

AFL Executive General Manager – Corporate Affairs, Government and Communications

Last year: 22

The changing of the guard at AFL headquarters has meant Walsh, who has spent more than a decade – in two stints – in this role, has become an even more important cog in the AFL machine. It’s Walsh’s task to work with Dillon and Kane to help communicate with a football public that’s never scrutinised the game more.

33. EMMA KEARNEY

North Melbourne AFLW captain

Last year: -

The spiritual leader of North’s women’s program overcame a few challenges last season before leading the club to a hard-won breakthrough premiership. The women are leading the men at Arden Street and Kearney who also works as a development coach under Alastair Clarkson, is a key driver of the emerging culture at that club.

32. PETER MALINAUSKAS

South Australian premier

Last year: 21

While most politicians can seem awkward at best around sport, he is genuine, knowledgeable and relatable when he talks about footy. His pitch for Gather Round was legendary, as is the hospitality and as the League decides what to do with the event that is only topped by Grand Final week festivities for impact, Malinauskas will be putting a compelling case forward that it never moves.

31. STUART FOX

MCC chief executive

Last year: 18

Fox will be working behind the scenes to secure government support for the future rebuild of the Shane Warne Stand as the clock ticks on its 33 year-old structures. He has a compelling case given the rise in MCG crowds - nine of 10 finals have attracted more than 90,000 in the last two seasons. The former Hawk CEO surely took a call about Melbourne’s vacant CEO job.