Supercars makes key leadership appointments

Supercars has announced two key leadership appointments as part of the organisation’s transformation to drive growth, elevate fan engagement and position the sport as a leading entertainment property in Australia.

Charlotte Valente joins the executive team as Chief Marketing Officer, and Matthew Carmichael has been appointed as Communications and Public Relations Director.

Valente, a proven transformation leader with extensive experience across major sports and entertainment properties, will commence as Chief Marketing Officer on 5 January 2026, based in Sydney.

In this role, she will lead the integration of Supercars' Broadcast, Digital, PR and Marketing functions under a unified strategic framework designed to deliver audience growth, enhance brand value and strengthen commercial performance.

Carmichael, one of Australia's most respected sports journalists with 23 years at the Seven Network, will join the organisation on 17 November 2025, based in Sydney. Reporting to Valente, he will bring deep media relationships and editorial expertise to further enhance Supercars’ communications strategy and national media engagement.

"These two exceptional appointments reflect our continued commitment to positioning Supercars as one of Australia’s leading sports and entertainment properties." said James Warburton, Supercars Chief Executive.

"Charlie brings the strategic vision, commercial discipline and transformation experience we need to integrate our marketing, digital, PR and broadcast content functions. Having worked with Charlie twice before, I’ve seen firsthand her ability to align teams around a shared purpose, revitalise brand strategy and deliver measurable growth.

"As Chief Marketing Officer at Seven West Media, Charlie led the marketing strategy for the network’s major sports properties including the AFL, Cricket, Olympics and Supercars, helping elevate them to new audience and record engagement.”

Valente said she was energised to join Supercars in such a pivotal role and excited to build on the sport’s incredible success: "I’ve always been deeply passionate about sport – and motorsport in particular – so the opportunity to contribute to such an iconic and successful sporting property is incredibly exciting.

“I’m thrilled to join the sport at such a pivotal time – when innovation, digital transformation and creativity can unlock even greater reach and engagement. I'm passionate about using data-driven insights and integrated marketing to attract new audiences, deepen fan loyalty and further elevate Supercars’ position as one of Australia’s most exciting sports and entertainment experiences.”

Carmichael's appointment strengthens Supercars’ ability to connect with mainstream media and enhance editorial direction for Supercars.com and its owned channels.

"Matt is one of Australia's most respected sports journalists and presenters.” Warburton said.

“His 23 years at Seven, extensive relationships across media, sporting codes and athletes and his deep understanding of Supercars bring instant gravitas to our communications and PR function. His ability to integrate editorial, PR and digital storytelling will be invaluable as we expand the sport's national profile and reach."

Matthew Carmichael has been a 7News Sports Reporter since 2003 and has covered Supercars extensively since 2005. His career highlights include coverage of six Olympic Games, four Paralympics Games and four Commonwealth Games.

Carmichael said he was excited to join the team and contribute to the sport’s next phase of growth.

"Supercars is one of Australia's most thrilling sports with incredible stories to tell," Carmichael said.

"Having covered the sport for nearly 20 years, I understand the passion of the fans, the dedication of the teams and drivers, and the opportunity to elevate Supercars' presence in the national sporting conversation. I'm looking forward to working with the team to strengthen media relationships and drive greater recognition for the sport."

These appointments are part of Supercars' broader transformation to create a more integrated structure focused on delivering growth, maximising broadcast value and strengthening commercial partnerships.

As part of this restructure, current Head of PR Paul Glover has made the difficult decision to leave the company after eight years at the end of the season. Paul was unable to relocate from the Gold Coast to Sydney due to family commitments.

Warburton said: "Paul has made an outstanding contribution to Supercars over the last eight years. We are sad to see him go but respect his decision and wish him every future success.”

Glover said: “Supercars has been a huge part of my life for a long time and I feel incredibly fortunate to have worked alongside so many remarkable people. To everyone who has supported my team over the years, thank you for everything.

“I’m immensely proud of what we’ve achieved together, and I wish everyone at Supercars all the very best as the sport moves into an exciting new chapter in 2026.”