THE AFL's general manager of media and broadcasting, Peter Campbell, is leaving the League after four years in the job.
Campbell, a member of the AFL's 10-person executive, has overseen dramatic growth of the AFL's groundbreaking, in-house media business since assuming the position in 2013.
He was also heavily involved in the League's $2.508 billion media rights negotiations, helping secure a six-year deal with Channel Seven, Foxtel and Telstra.
Under Campbell, AFL.com.au and the AFL Live app have become dominant forces in the football content space, providing millions of fans with free access to news, feature stories, stats, video and highlights 365 days a year.
He has also overseen a huge rise in live streaming of AFL games, in association with Telstra, through the app.
Campbell is joining Fox Sports as chief commercial officer.
"The AFL’s digital platform – AFL.com.au – has grown under Pete’s leadership to be clearly the number one sports site in the country," AFL chief executive Gillon McLachlan said in a statement.
"It has expanded the coverage of game, in conjunction with the 18 AFL club sites, so that more people are watching and reading about our game and that has been a great thing for the growth of both the AFL and Australian Football.
"Pete’s leadership has seen AFL Media develop into a key commercial asset and communications arm for both the AFL competition and the wider game.
"On a personal note, Pete’s personality and strong values will be missed by all his colleagues and staff as he takes the next step in his career."
McLachlan is expected to review his executive structure following Campbell's departure.
His last day at the AFL will be on June 22.
"The leadership of the AFL in the establishment of AFL Media in 2012 was as insightful and groundbreaking as it was brave," Campbell said.
"Equally, the support from the clubs, players, coaches, administrators and AFL staff has ensured a model of longevity and innovation.
"I am very proud of the talented professionals in the Media and Broadcasting team - they care deeply about the game, how it is presented, how they can make it more accessible to more people.
"I look forward to continuing to work with the AFL in my new role at Fox Sports."
