APL announces Richard Bayliss as its first director of content

Richard Bayliss has joined the Australian Professional Leagues (APL) as its first director of content.

Richard joins APL after five years with Optus Sport where he guided production and editorial direction as both director of sport and lead presenter. Under his leadership, Optus produced studio, digital and social coverage of the English Premier League, FA Women’s Super League, the men’s and women’s FIFA World Cups, Euro 2020, along with the UEFA Champions League and Europa League. 

He has also overseen a growing bank of content focused on the domestic football scene, including the feature series and documentary Football Belongs.

Prior to Optus Sport, Richard spent six years at Fox Sports as reporter and presenter, including three seasons as Football Correspondent and sideline commentator for the A-League coverage.

He will lead APL’s brand new content arm, a key strategic growth focus for APL, with a brief to create the most compelling home of football coverage in Australia - championing the best of the A-League and W-League but also delivering multi-platform stories and news about football from all corners of the globe.

Danny Townsend, managing director of APL, said: “Delivering a world-class content offering is central to how APL are investing to grow the game - both in our own content and through our broadcast partnership with ViacomCBS. Richard will be vital in driving that strategy forward to bring football into every Australian home.”

Ant Hearne, chief commercial officer of APL, said: “As someone who has been at the forefront of the development of football content in Australia in recent years, Richard brings an incredible depth of knowledge and passion for the game. Fans are at the centre of everything we do, and we want to bring them closer to the game than ever before.”

Richard Bayliss, incoming director of content for APL, said: “When I reflect on what the game has meant to me from a young age, it’s both an honour and a dream come true to be part of the team tasked with transforming football in Australia. APL has an ambitious vision to finally fulfill the game’s potential and creating innovative content to connect with and represent fans is a vital part of that.

“Australian football is crafted from the most captivating stories and personalities, and fans can trust us to deliver those stories like never before. We’re less than three months out from the start of the season and I can’t wait to get started.”