Archie Fraser

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For the ice hockey player, see Archie Fraser (ice hockey).
Archie Fraser
Born Archibald Hugh Fraser
(1959-04-10)10 April 1959
Residence Gold Coast, Australia
Nationality Scotland Scotland

Archibald Hugh Fraser (born 10 April 1959 in Scotland).


Fraser played professional Football for Greenock Morton before moving to Australia in 1980 to play in Brisbane.

His business experience includes major corporations covering national and international responsibilities with Inchcape PLC, Fuji Xerox, Adecco and Cendant Mobility.

From 1996 to 1999 Fraser was a senior executive with global recruitment company Adecco as A & NZ CEO. In 1999, he joined as a partner and CEO of Melbourne-based HR consulting practice Hamilton Watts International (HWI) with operations in Australia, Singapore, Malaysia and the United Kingdom. In July 2000 the NYSE listed Cendant Corporation acquired HWI. Following the acquisition, Fraser joined Cendant Mobility as Managing Director Asia Pacific, reporting to the US as Australian director.

Fraser was appointed to the executive of AFL Club St Kilda FC in 2005 and appointed as the Saints CEO in 2006 where he led the club through a period of significant restructure, improvement and change, including the appointment of a new Senior Coach Ross Lyon and the transition to the Greg Westaway leadership and Footy First Board. Both events were significant milestones in the stability and direction of the Saints both on and off the field from 2006 to 2010. The club played in both the 2009 & 2010 Grand Finals. In 2009 Fraser was appointed as head of the Hyundai A-League. Fraser announced his resignation as Head of the Hyundai A-League in 2010 to move back into his consulting business which has a focus on Sports Commercialisation, Sponsorship and Strategy.

A recreational road cyclist, Fraser has taken part in the charity corporate bike ride ( a number of times.

St Kilda Football Club[edit]

Fraser joined the St Kilda Football Club in 2005 after consulting assignments with the club over the previous four years before being appointed CEO on 1 July 2006.[1]

Despite speculation linking Fraser with a move back to the Gold Coast, as the new CEO of the AFL Club GC17, he repeatedly stated his loyalty to St Kilda.[2]

Since his appointment Fraser, along with the club's new board, have undertaken a number of initiatives with a vision of continually improving the operation of club and building the club as an AFL powerhouse, including:

  • Announced the club's move to Belvedere Park, Frankston, in 2010/11 along with the development of a state-of-the-art training and administration facility.
  • Announced major sponsor JELD-WEN who signed with the club for three years.
  • Announced other new sponsors including UD Trucks, ISC, Parks Victoria, Maximum Capital, Marshall Batteries and 2XU as well as re-signing Musashi, Coca-Cola, Linen House and Jayco.
  • Key football appointments including Coach Ross Lyon, Matthew Drain as General Manager of Football, David Misson as General Manager of Strength and Conditioning, Dr Tim Barber as the club doctor, Paul Montgomery as head of sport science and Andrew Wallis as Head physiotherapists all joined under Frasers time as CEO.
  • Launched the 'Saints in the Community' program including a partnership with Parks Victoria and 'Keep The Bay Clean' initiative.
  • Launched the 'Saints Central' website.
  • Moved the VFL affiliate club from Casey to Sandringham which brought St Kilda back to its heartland, cementing the Saints as the Bayside club. The move also opened up the southern corridor to Frankston.


One of Fraser's legacies at the Saints was managing the club's move and negotiating the right deal for their new fully funded training and administration facilities to Frankston. This facility and the overall deal was rated as the No1 facility development project by the AFL with the lowest cost to the club over a 10- and 20-year projection period compared to all other AFL facility projects at the time. The AFL rated the Saints deal over a 20-year period as $6m better than the average and $10m better than the most costly club deal. [3]

This development with the elite training facility was completed during the 2010/11 season. The fully funded $11m facility features a MCG sized oval, gymnasium, rehabilitation pool, meeting rooms, lecture theatre and an indoor sports hall. These facilities are made available to local schools, health providers and sporting associations.[4] The Belvedere Park centre will be St Kilda's training and administration base. The club will continue to play their home games at the Telstra Dome.


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