Net gains: Sydney FC exec pivots to NSW Swifts

Jeremy Butler from Sydney FC has pivoted over to netball club NSW Swifts as its new executive general manager.

Butler will take over from Kath Tetley, who announced in August plans to depart NSW Swifts to take on the head coach role with the Scottish Thistles as they bid to qualify for the 2027 Netball World Cup in Sydney.

The former head of consumer business, marketing and content for Sydney FC announced the news via LinkedIn, thanking Netball NSW Chair Sallianne Faulkner, CEO Tracey Scott and the board of directors "for this fantastic opportunity."

Butler told Digital Nation he is “thrilled” to be stepping into the role of executive general manager at the NSW Swifts.

“It’s an exciting time for netball in Australia with well over one million participants enjoying the game, whilst the Suncorp Super Netball competition has just set the record for the most attended season of any women’s sport in Australian history.

“I’m looking forward to building on the amazing work of our High-Performance team and club staff that has cemented the NSW Swifts’ status as the leading club in the world’s premier netball competition.

He said he was attracted to the role “by the growth opportunity that exists in the sport of netball as we build up to the 2027 World Cup in Sydney.” 

“Head coach Briony Akle and her team have been victorious in two of the three Grand Finals they have contested in recent years, but their hunger for more silverware is very apparent and that passion to deliver results in every area of the business is evident throughout the club and our supporter base.

Butler explained that building its biggest membership and crowd numbers last season in the clubs almost 30-year history, “tells its own story - and those fantastic numbers are a testament to the exceptional work from everyone at the club.”

“It is clear that fans love the style of netball that the Swifts play and the game day experience, is renowned as one of the best in Australian sport. Going to the Swifts is not just watching a game, it’s an experience and an event that leaves our fans wanting more.

“In recent seasons, we’ve had many 10,000-strong sellouts at Ken Rosewall Arena and our aim now is to sell out every game. It’s a milestone that is well within our reach and we’ll be disappointed if we don’t hit that number sooner rather than later.

“If you haven’t been to one of our games before, I recommend you come down, enjoy the atmosphere and be part of the exciting next stage of the NSW Swifts journey. 

“Once you sample a game day you will understand why our hashtag is #Always a Swift!” Butler said.

In a statement, NSW Swifts said Butler will join the netball club before pre-season training for the 2025 Suncorp Super Netball competition commences in early October.

Scott welcomed Butler to the team following “a very competitive recruitment process for the position.

“Unsurprisingly, we had a lot of interest in this position and that is a testament to the high regard the Swifts are held in across the sporting landscape.

“Jeremy was a standout candidate with an impressive track record, especially from his time at the FFA where he oversaw significant growth in crowd numbers for both the Socceroos and Matildas,” Butler said.

“This is all the more notable given it happened before the exposure of the FIFA Women’s World Cup in Australia last year.

Scott added Butler “presented a compelling vision of where he feels the club can go next.”

“Given the record numbers we had last year, and with the countdown to the 2027 Netball World Cup in Sydney well underway, now is the time to make more hay,” Scott added.

Butler was with Sydney FC for around six years and served as the national team's marketing manager at Football Federation Australia (now Football Australia) for over two years.

Prior to this Butler was an executive general manager for the Sale Sharks Rugby Club and CEO at Tranmere Rovers.