Sam Walch


Sam Walch is the Managing Director of sports digital consultancy practice Codeware.


He is a former lawyer who worked in house at Cricket Australia before transitioning to General Manager of CA’s strategy and media rights portfolio. In 2007, Sam moved to the AFL to run broadcasting and digital as Head of AFL Media, overseeing the league’s 2011 TV deal and the subsequent establishment of its own media business, managing eight business units and a total staff of over one hundred. 


In 2013 Sam set up Codeware with a primary focus on designing and driving large-scale digital and technology transformations across major sports as well as enterprise in the banking, retail and venue sectors. Codeware’s sports industry clients include FFA, AFL, NRL, Sydney Cricket and Sports Ground Trust, Foxtel, Melbourne Racing Club, Marvel Stadium, New Zealand Rugby and Netball Australia.

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