The AFL Canberra Strategic Advisory Committee (Committee) has been established to assist with the strategic direction of Australian Rules Football in the Australian Capital Territory (ACT).
The Committee has been established to represent the interests of key stakeholders, including AFL Canberra Premier Club Presidents, to provide strategic advice and practical insights that assist in shaping the long-term direction, growth and sustainability of Australian Rules Football in the ACT and surrounding region.
AFL Canberra has in place a structured meeting and consultation framework with Senior Men’s, Senior Women’s, Community and Junior Clubs with respect to the management of the respective competitions.
For more information, please see the Terms of Reference document below, and a brief bio on each of the committee members.
AFL Canberra Strategic Advisory Committee Members
An esteemed former player, Steven Mahar is an experienced sports administrator, business leader and strategic advisor with more than a decade of executive leadership experience across the AFL and community sport sector.
As the AFL’s Manager of Competitions within the ACT and Southern NSW, Mahar leads regional operations that are focused on growing participation, strengthening clubs and delivering sustainable outcomes for communities across the region.
Mahar has a proven track record in strategic planning, stakeholder engagement and securing investment, and has worked extensively with government, sporting organisations and community partners to develop programs and facilities that increase participation and strengthen local communities.
A respected leader and trusted advisor, Mahar brings deep expertise in governance, financial management and organisational leadership, underpinned by a passion for using sport to create lasting community impact.
Ashley Madgwick is a strategic and values-driven leader with more than 15 years of experience delivering large-scale sport programs across sport, government and the private sector.
Currently serving as Assistant Director and Senior Project Manager at the Australian Sports Commission, Ashley leads national initiatives focused on sport participation, digital transformation and system improvement.
He has played a key role in shaping and implementing Australia’s national sport participation agenda, including the delivery of initiatives arising from the Play Well Strategy.
Passionate about the role sport plays in improving health, education and community outcomes, Ashley is committed to creating opportunities that enable more Australians to participate in and benefit from sport.
Boasting more than 20 years of experience, Anne Bennie is an accomplished executive leader across cultural institutions, communications, visitor engagement and public programs.
As Branch Head and Assistant Director of Public Programs at the Australian War Memorial, she leads a diverse portfolio encompassing exhibitions, education, communications, digital engagement, stakeholder relations and major national commemorative events.
A member of the Australian War Memorial’s Corporate Management Group, Anne has played a key leadership role through significant periods of transformation and overseen major exhibitions, digital initiatives, national commemorative programs and strategic partnerships that have strengthened public engagement with one of Australia’s most significant cultural institutions.
Recognised for her strategic thinking, stakeholder engagement and people leadership, Anne’s brings extensive expertise in governance, communications, strategic planning and public engagement, strengthened by a commitment to preserving and sharing Australia’s national stories.
Mr Cooper is a highly accomplished Defence and National Security Executive with more than 24 years of leadership experience spanning the Australian Defence Force, the Defence industry, veterans’ advocacy, and community leadership.
He currently holds a senior leadership role within the Defence industry, responsible for strategic growth, stakeholder engagement, and major capability pursuits across complex Defence and national security portfolios.
Mr Cooper’s expertise spans strategy, governance, risk management, commercial growth, stakeholder engagement, and organisational leadership. A recognised leader of high-performing teams, he brings strong commercial and legal acumen, with a proven ability to navigate complexity, influence senior decision-makers, and deliver strategic outcomes that strengthen organisations, support communities, and create lasting impact.
Samantha McLaughlin is a communications and stakeholder engagement professional with more than a decade of experience across at the highest levels of international and domestic sport.
As Senior Corporate Affairs Manager for the AFL in NSW and ACT, she leads strategic communications, media relations and stakeholder engagement initiatives that support the growth and reputation of Australian Football across the region, with a particular focus on emerging sub-regions within the market.
Prior to joining the AFL, Samantha held leadership roles at the international sports agency TGI Sport where she managed major PR and media campaigns, partnerships and brand management activities for some of Australia's leading sporting organisations, brands and events, including the NRL, Kayo, LIV Golf and the Formula 1 Australian Grand Prix.
Known for her strategic mindset, collaborative approach and strong communication skills, Samantha brings extensive expertise in corporate affairs, reputation management, partnerships and stakeholder engagement. She is passionate about the power of sport to connect communities, inspire participation and create meaningful social impact.