Fremantle champion Matthew Pavlich will replace outgoing Sydney CEO Tom Harley.

The 43-year-old is set to assume the role as the new chief executive when Harley steps aside to join the AFL as its chief operating officer alongside league boss Andrew Dillon later this year.

Pavlich had been considered a leading contender to take over from Paul Marsh as CEO of the AFL Players’ Association, but has instead taken up the role with Sydney.

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Harley, a two-time Geelong premiership captain, started at the Swans as their general manager in 2014 before rising to the top job in 2019.

Pavlich is arguably Fremantle’s greatest ever player, having kicked 700 goals from 353 games between 2000 and 2016. He won six best and fairests for the Dockers and is a member of the Australian Football Hall of Fame.

He leaves prominent media roles with Nine and Fox Footy, as well as business interests in Perth, to join the Swans.

With Pavlich’s name now out of the race for the AFLPA job, North Melbourne executive James Gallagher has become the clear frontrunner to replace Marsh.

Sydney chair Andrew Pridham said the club undertook an extensive recruitment process.

“We are delighted to be welcoming Matthew to take on this important role at our club,” he said.

“He is a champion of our game and brings to the club a wealth of football experience both from a playing, as well as an administrative, perspective.

“Not only did he play more than 350 games at the highest level, he served for more than 11 years on the AFL Players’ Association board, including three years as president, and was also an advisor on the AFL laws of the game committee for two years.”

Pridham said Pavlich’s business acumen enhanced his suitability for the job.

“Matthew seamlessly transitioned into business and media, working within his companies, as well as on-air roles at Fox Footy and 9News,” he said.

“Demonstrating his versatility, Matthew has also administered leadership and consulting work within corporate Australia and played hosting roles during the Paris Olympics and the Australian Open.

“Together with his business pursuits in the sports and entertainment industry, Matthew has stayed involved in the game since his retirement from playing in 2016 and is widely respected across the industry.

“We believe he will fit in well with the Sydney Swans culture and bring his own unique insights and perspectives that will benefit the club moving forward.

“We are excited to be welcoming Matthew, Lauren, and their three children to the Swans as they make the move over from Perth.”