AFL, Marketing Manager

Learn how Veronica used her Law degree to pivot into the sports industry and become a marketing manager at the AFL.

Info SportsGrad & Reuben Williams
June 11, 2025

Hello, welcome to SportsGrad! 👋

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We ask people living the dream:
“How did you get your job?” and “What does it actually involve?”
So that you can land a dream job in sports too.

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“I wasn’t going pro anytime soon, but I loved the game, the culture, and the way sport brings people together.” - Veronica Steer

Meet Veronica Steer, a marketing and fan growth specialist at the AFL whose job is all about helping more people fall in love with Australia’s game. Whether it’s planning campaigns, creating content, or diving into community engagement, her mission is clear: grow the game, especially in places and communities where footy isn’t front of mind.

But her path into sport wasn’t straightforward. She started with a law and communications degree, building up experience across education, health, and government. Sport was always part of her identity, but breaking into the industry meant pushing through rejection, building trust, and showing she had more than just passion, she had the skills to match.

In this blog, you’ll learn what it takes to work behind the scenes in a role focused on fan growth, why the industry isn’t always as glamorous as it looks, and the traits that make someone stand out when applying for a job in sport.

🔥 Quick Fire Questions

What inspired you to work in sport?
There’s a saying that goes something like 'If you can’t play, coach. If you can’t coach, work in admin' That’s me! I wasn’t going pro anytime soon, but I loved the game, the culture, and the way sport brings people together.
What was your first ever sports-related role?
Umpiring netball grass courts, I reckon i was 11 or 12?
After High School, what extra study did you do?
Bachelor of Laws and Bachelor of Communication
What's one interview question you were asked to answer for the job you're in?
What are you obsessed with at the moment?
A book or podcast recommendation that's helped your career?
AdMission
If you could try another job in sport for a day, what would it be?
Formula 1 Team Radio Engineer

What exactly does your job involve?

My job is about helping more people fall in love with Australia’s game. I work on growing the base, especially in places and communities where footy isn’t front of mind. That means creating campaigns, content and experiences that feel authentic, exciting, and genuine. Every day’s different, but the goal stays the same: bring in new fans and participants, and make sure footy feels like it belongs to everyone.

What are some of the responsibilities of your role?

Campaign planning, content creation, stakeholder engagement, data analysis/reporting, event support

What does your career journey look like?

I started out with a law/communications degree, so I know my way around the fine print. But honestly, I realised pretty quickly that marketing and storytelling were where my passion really is. Since then, I’ve worked across education, sport, government, and health, running campaigns that actually connect with people. Now at the AFL, I get to combine my love of sport with strategy, driving fan engagement and growing the game. From law to footy, it’s been a bit of a journey but one I absolutely love.

What challenges did you face to break into sport?

Breaking into sport wasn’t without its hurdles. Coming from a law background, I had to prove that marketing and storytelling were my real passion. The sports industry is super competitive, and sometimes it felt like I was starting from scratch, with a lot of “no’s” before the right opportunity came along. But persistence, being authentic, and showing how my diverse skills could add value really helped me get in.

What do you think makes it difficult to get a job in the sports industry?

What makes it tough to get a job in sport is that it’s a crowded, passionate field with limited roles. Everyone wants in, so standing out means you’ve got to bring more than just love for the game you need a unique skill set, resilience, and the ability to wear many hats. Plus, sports orgs look for people who can balance creativity with strategy and results, which isn’t always easy to show early on.

What are the issues with the sports industry you think people should be aware of before they enter?

One issue people should know about is that the sports industry can be fast-paced and unpredictable, things change quickly, and you have to be ready to adapt on the fly. It’s also not just about the glamour of game day; there’s a lot of behind-the-scenes work, long hours, and pressure to deliver results while keeping fans and stakeholders engaged. If you’re ready for that hustle, it’s incredibly rewarding.

How did you decide what career direction to take?

I fell into this career path pretty naturally. Early on, I chased roles that felt exciting and aligned with my passions. After moving back to Sydney from Canberra, the AFL became the perfect place to bring it all together.

Have you ever felt stuck or lost, and if so, how did you decide what path to take?

Yeah, I’ve definitely felt stuck at times. When that happens, I step back and remind myself what really drives me, or me, it’s connecting with people. I then look for roles or projects that align with that and lean into learning and growth to find my way forward.

Did you need your degree to do your job? Or could you do this job with a different degree?

Degrees are important, university opened up heaps of opportunities for me, like exchanges to London and Mumbai, plus every internship I could squeeze in. I said yes to everything, so by the time I graduated, I had a lot of varied experience and knew what I loved and what I didn’t. My degree also helped me develop a sharp eye for detail and how to navigate complex situations, which is huge in marketing partnerships and contracts. But honestly, you can come from all sorts of backgrounds. If you’ve got the passion, creativity, and strategic mindset, there’s a place for you in sport.

What impact did networking have on your career?

Networking’s been huge, it’s how you get your foot in the door and keep it open. Saying hi, asking for help, and just being genuine goes a long way.

How have your professional relationships helped your career?

The people you work with can make all the difference, they push you, back you, and open doors you didn’t even know existed.

Can you recall a sliding-doors moment where a connection changed the trajectory of your career?

No single “aha” moment, but my current manager and I worked in similar circles in my first role. We had a lot of mutual colleagues, I’m sure we even went to the same events. Now, 10 years later, I work for him. Treat people well, you never know who’ll pop up again!

What feedback did you get from successful applications?

The feedback I’ve had is that I come across as organised, considered, and genuinely interested in the role and the work. I try to be clear and respectful in how I communicate, and I always put thought into how I can add value. I think what’s helped is showing that I’ve taken the time to understand what the role needs and that I’m already thinking about how I can help solve some of those challenges.

When you landed your job, what do you think made you stand out?

You’d probably have to ask my manager for the full answer but when I read the job ad, I remember thinking this feels like it was written for me. I really connected with the role and the purpose behind it, and I think that came through. I showed up prepared, positive, and already thinking about how I could contribute.

What advice would you give to your younger-self to help them take action?

Be brave enough to back yourself, even when you feel like you don’t tick every box. Ask questions, show up, and don’t wait until you feel “ready” because the truth is, no one ever really does. Also, don’t underestimate the value of building genuine relationships. Most of the doors that opened for me did so because I’d taken the time to connect, stay curious, and follow up. Your energy, attitude, and willingness to learn matter just as much as your experience.

What’s your #1 ‘pinch me’ moment working in sport?

It’s funny, you do start to get used to big sporting moments, but the Swans v Giants final at the SCG last year really stuck with me. The stadium was absolutely humming, probably the best game of footy I’ve seen live. As a fan, I loved every second of it. I was like yes, this is how footy should be.

What do you think your life would look like if you hadn't pursued a career in sport?

I think I have so many ‘work lives’ ahead of me, not all of them will be in sport or even sport-related. I might step away from the industry if the right next step comes up, but I also believe you can always dip back in. Sport’s such a great community, and there are so many ways to be involved over time.