Cover letter · October 2026
New Zealand FootballChief Executive Officer
Application from Ryan Edwards
Dear Selection Panel,
I am applying for the Chief Executive Officer position at New Zealand Football. As CEO of South Island United and General Manager of Christchurch United, I offer executive leadership experience, strong commercial acumen and a thorough understanding of New Zealand football, built through working at every level of the domestic game.
Experience across the domestic game
Football has been central to my life since I began playing at five years old. My experience spans roles as a player, community and high-performance coach, National League coach, technical director, director, General Manager and CEO. I have worked with grassroots programmes, professional academies and senior teams, giving me a detailed understanding of the connections between participation, player development, performance and organisational sustainability. I understand the pressures facing clubs because I work with them directly: funding, facilities, volunteers, staffing and the expectations of players and families.
Relationships throughout football
That experience is supported by strong relationships throughout the game. My network includes club chairs across the country, technical directors, federation leaders and CEOs, professional clubs, OFC and football stakeholders in other Pacific island nations. I have a close working relationship with Auckland FC and understand the importance of aligning professional football with the wider domestic system. These relationships provide a foundation for open dialogue, constructive negotiation and shared progress.
Commercial leadership and existing networks
Commercial leadership is a central strength of my application. Over more than a decade, I have developed partnerships, raised significant funding and created new revenue opportunities for football organisations. I bring established relationships with major New Zealand businesses, regional and local businesses across both islands, and local government. I also run a business network that connects companies with one another and with sporting organisations, creating value beyond a conventional sponsorship agreement.
Cover letter · continued Commercial insight and executive delivery
Understanding New Zealand’s commercial landscape
I understand the distinctive commercial realities of New Zealand sport. Our market’s scale, geography, competition for investment and reliance on community relationships require an approach grounded in local knowledge. Equally, football’s participation base, international reach and deep community connections offer substantial opportunities. My approach is to turn those advantages into sustainable revenue through credible partnerships, clear commercial value and relationships that endure.
I work for a club president whose businesses have a combined turnover in the hundreds of millions of dollars. He expects the same commercial discipline, financial accountability and quality of execution from the club as he does from his businesses. This shapes how I approach budgets, performance, systems and organisational management.
Executive leadership and organisational discipline
In my current roles, I lead an organisation with close to 50 full-time employees and more than 100 casual and part-time contractors. My responsibilities span strategy, financial management, people, commercial development, governance and operational delivery. I led the successful OFC Professional League licence bid and the establishment of South Island United, coordinating the financial, legal, football and organisational requirements of launching a professional club. My legal education further strengthens my approach to contracts, risk, governance and sound decision-making.
I also benefit from regular mentorship from a former Auditor-General with many years of experience as a senior chief executive in New Zealand. His guidance covers organisational management and structure, strategic planning, governance and executive decision-making, strengthening the discipline and judgement I bring to leading the organisation.
International pathways and value for the domestic game
I also bring detailed knowledge of the international transfer system, training compensation, FIFA regulations and the visa processes involved in placing players overseas. Combined with relationships and learning gained through visits to international clubs and football organisations, this informs my understanding of how New Zealand can develop stronger overseas pathways, support national-team performance and increase the financial value returning to the domestic game.
My ambition for New Zealand Football
My ambition is to strengthen grassroots clubs and their relationship with New Zealand Football, alongside a clear national strategy for placing New Zealand talent in overseas professional environments. I would connect player development with practical support to navigate those pathways, strengthening our national teams and bringing more of global football’s financial value back into our domestic and national game. This includes building partnerships with businesses and investors overseas as well as in New Zealand, supported by commercial discipline and a shared direction across the game.
I would welcome the opportunity to discuss how my experience and leadership could contribute to the next chapter of New Zealand football.
Curriculum vitae & leadership platform · October 2026 Candidate for Chief Executive Officer
RYAN
EDWARDS
Connected to the grassroots.
Equipped to lead the whole game.
CEO · South Island UnitedOFC Professional League
General Manager · Christchurch UnitedCommunity, development and performance
Football executive with a legal education, a commercial track record and experience across New Zealand’s domestic game.
I bring the perspective of a football CEO, commercial operator, coach and lifelong player. I understand the people who sustain our game, the financial realities facing New Zealand clubs, and the international opportunities that can help football here grow. My aim is to turn that understanding into stronger organisations, better pathways and sustainable success.
150% growthGrowth in the club operating budget
Christchurch United leadership period
~50 / 100+Full-time employees / casual and part-time contractors
Across the organisation I lead, with high employee satisfaction
10+ yearsCommercial development, fundraising and leadership
For football clubs and programmes in a New Zealand context
Building organisational capabilityFrom club ambition to professional football
Led the successful OFC Professional League licence bid and the operational establishment of South Island United. Coordinated financial, legal, governance and football requirements, then led the staffing group to prepare the professional club in approximately four months.
Sustainable sporting progressPetone’s first National League qualification
Led significant growth in commercial sponsorship and general funding, building a financially sustainable model for a domestic football club through strong leadership and financial acumen. This progress was matched by on-field success, including Petone’s first National League qualification.
Experience matched to the role 01
What I bring to New Zealand Football
Practical experience in the six areas central to the advertised Chief Executive role.
Executive leadership
Strategy into delivery
I currently lead South Island United while serving as General Manager of Christchurch United. At every organisation I have led, I have set clear business plans with ambitious long-term targets and consistently delivered against them, on and off the field. I translate those plans into budgets, priorities, responsibilities and performance measures. The professional league licence and club launch demonstrate my ability to move from strategy to delivery across a complex organisation.
Commercial growth
A stronger revenue base
For more than a decade, I have raised funds and developed commercial opportunities for football clubs. My network spans small businesses, national organisations and multinational businesses across both islands. I run a business network connecting companies with one another and with sport. I have developed revenue initiatives that have included the business hub, player accommodation, an education-linked football institute and community programmes.
Stakeholder relationships
Trust across the New Zealand game
I have established relationships with club chairs, technical directors and coaches across New Zealand, alongside experience working with NZF, OFC, federations, local government and venue partners. Having worked inside clubland, I understand how national decisions affect local delivery. I build dialogue through listening, direct communication and constructive negotiation.
Organisational leadership
Financial and governance discipline
I work for an owner with multi-million-dollar businesses who expects the same discipline in football: credible budgets, clear systems, timely reporting and accountability. My Bachelor of Laws strengthens my approach to contracts, governance, risk and complex documentation. I understand the distinction between governance oversight and executive delivery.
Leadership from office to community
People and culture
My current organisation includes close to 50 full-time employees and more than 100 casual and part-time contractors. More than 15 years of coaching have shaped how I lead: clear expectations, honest feedback, individual development and shared accountability. My experience reaches from junior and community programmes to professional academies and senior domestic football.
Football expertise
Performance and international opportunity
I have played at New Zealand’s highest domestic level, including league and Chatham Cup success with Wellington Olympic. My experience includes the Wellington Phoenix academy and NZF and federation talent programmes. Overseas learning visits have included Anderlecht, Club Brugge, FC Nordsjælland, Saint-Étienne and Ireland’s football association. I bring knowledge of international transfers, TMS, training compensation, player pathways and visa processes.
Career & qualifications 03
A career across the football system
2025–present
Chief Executive Officer · South Island United
Lead the professional club’s strategy, operations, commercial development, stakeholder relationships and organisational foundations in the OFC Professional League.
2024–present
General Manager · Christchurch United
Lead club-wide planning, budgets, people, partnerships, facilities and programmes. Also served as men’s first-team head coach for two seasons. Supported growth into a multi-sport environment alongside the professional football project.
Prior to CUFC · to 2023
Director of Football & First-Team Coach · Petone FC
Developed and delivered a strategic plan linking football progress with financial sustainability. Achieved first National League qualification, grew the academy and funding base, and built staff and programme capability.
2020–2022
Professional Academy Head Coach · Wellington Phoenix
Led the U17 programme across three seasons, including training, match-day coaching and academy camps. Earlier experience included assisting the National Youth League squad in 2016/17.
2017–present
Director · Infinity Football
Founded a football consultancy supporting club programmes, pathways and strategic development. Projects included youth development at Tauranga City United and programme growth at Kāpiti Coast United.
2015–2019
Director · Waterside Karori AFC / Swifts Talent Centre
Led programmes for more than 700 players aged 9–25, developed the curriculum and football philosophy, and created four full-time and more than 15 part-time and casual roles.
2010–2018
Federation & national talent coaching
Capital Football Federation Talent Centre coaching, including age-group and tournament squads. Coached within NZF National Talent Centre programmes in 2014–2015.
Legal and academic education
Bachelor of Laws · Victoria University of Wellington, 2015
Bachelor of Arts · Victoria University of Wellington, 2010
Football education
OFC A Licence · in progress (2026)
FIFA Coach Educator Certificate · 2016
NZF Youth Level 3 · 2017 · Junior Level 3 · 2016
Prepared by Ryan Edwards for the Chief Executive Officer application.
Referees and supporting examples of strategy, budgets, commercial growth and organisational systems available on request.
Personal application · All Whites-inspired presentation.