FFA appoints Sam Christou as new GM Commercial Development

Football Federation Australia (FFA) has announced the appointment of Sam Christou to the role of General Manager Commercial Development.

The role is a critical part of FFA’s strategy to increase revenues as the game grows. Christou will be responsible for the commercialisation of FFA’s products including the Caltex Socceroos, Westfield Matildas and Hyundai A-League and football’s digital network as well as developing new revenue opportunities.

Christou joins FFA from Google where he first spent five years as Industry Head, Consumer Goods and Entertainment and the past two and a half years as Program Lead for New Consumer Products and Strategic Partner Lead.

Prior to Google, he spent six years leading Corporate Strategy & New Business Development at Nestle, and six years at Cap Gemini Ernst & Young as a consultant.

During his time at Google, he was responsible for commercial agreements with Woolworths and other partners for the launch of the Google Assistant and also with three of Australia’s major banks for the launch of Google Pay.

FFA’s Head of Commercial, Digital and Marketing, Luke Bould, said Christou’s wealth of experience would be critical at a time when the Hyundai A-League and FFA’s digital business are both expanding.

“Sam is an experienced leader who will bring to the football industry tremendous experience in digital commercialisation and FMCG. This will be valuable not only for FFA, but for our Member Federations and clubs, with which we work closely to grow the overall football economy” said Bould.

“With our new digital network about to enter Stage 3, his experience with Google will be invaluable as we work with partners to create better experiences for fans and participants, whilst also producing new commercial opportunities.”

“I am delighted to be joining FFA at this exciting time” stated Christou.

“With an amazing Hyundai A-League Finals Series about to reach its climax, a FIFA World Cup upon us and another next year for the Westfield Matildas, continued participation growth and the expansion of the Hyundai A-League, it’s an exciting time to be joining the team at FFA.”