SEN Teams has reinforced its leadership structure with the appointment of experienced sports executive, Blair Crouch, as Executive General Manager of SEN Teams, while Rebecca Carter has been elevated to the role of Melbourne Mavericks General Manager.
Crouch joins SEN Teams with more than 25 years of international experience across sport and entertainment, bringing a proven track record in leading high-performing teams, driving commercial growth and delivering strategic outcomes for major sporting organisations.
His extensive career has included senior leadership positions across commercial, marketing, digital, strategy and partnerships, with organisations including the Melbourne Stars, Hockey Australia, the AFL, Moonee Valley Racing Club, MKTG, Sweat and Gemba.
Crouch will commence with SEN Teams on October 19 and will oversee the continued growth and integration of SEN's expanding portfolio of sporting clubs and properties.
The announcement comes alongside the elevation of Carter to General Manager of the Melbourne Mavericks. Having joined the Mavericks as Operations Manager at the start of the 2026 season, Carter has played a critical role in the club's growth and success, including leading the organisation through a significant player contracting period and helping deliver one of the most organised and effective recruitment and retention processes across the League.
Carter – a former elite athlete herself, having been contracted to the Melbourne Renegades in the Women's Big Bash League and the ACT Meteors in the Women's National Cricket League - brings a deep understanding of both the high performance environment and the broader Sports Entertainment Network (SEN) ecosystem, positioning her strongly to lead the next phase of growth for the Mavericks on and off the court.
SEN Teams CEO, Richard Simkiss, said both appointments reflected the strength of the organisation's long-term vision.
"These are two incredibly important appointments for SEN Teams, and speak to the momentum we're building across the business," Simkiss said.
"Blair is a highly respected sports executive with an outstanding reputation for building high-performing teams, creating strong commercial partnerships and delivering sustainable growth. His experience across some of Australia's leading sporting organisations will be invaluable as we continue to expand our clubs and teams portfolio.
"Bec has done an exceptional job since joining the Melbourne Mavericks and has continually demonstrated outstanding leadership, professionalism and a genuine passion for the club. She stepped into a significant leadership role during an important period for the organisation, and delivered exceptional outcomes for our athletes, staff and stakeholders.
"She has earned the respect of our high performance team, our players and the wider SEN business, and we have every confidence she will excel as General Manager. Together, Blair and Bec will play key roles in driving the continued success of SEN Teams and the Melbourne Mavericks."
