A Life in Sport
Jeff Dennis attended Cyril Jackson SHS from 1978 to 1982 after 7 years at Maylands Primary. He went on to complete a Bachelor of Education, Graduate Diploma in Marketing and a Master of Business Administration.
Sport played an important role in Jeff’s life. He was selected in both State basketball and football teams while at Cyril Jackson in 1980 and because both national championships clashed, he was forced to select which sport to pursue. He chose basketball and played for the Australian Under 20’s and Perth Wildcats before having to retire at 20 years of age because of a knee injury.
At 23, while adjusting to a life not playing sport, he set off on a two-year backpacking journey across Europe, the Middle East, and the Americas. The experience was transformative and instilled in him a deep appreciation for equity, diversity, and inclusion together with our collective responsibility as global citizens.
On his return he began building a diverse career around sport. He started as a Physical Education teacher at Harvey Senior High School and then a Regional Football and Basketball Development Officer in Albany. He then transitioned into sports management as Football Manager at West Perth Football Club at the time the club played its last game at Leederville Oval after nearly 80 years and its first game at Joondalup Arena.
Jeff then became a Sponsorship Manager at Healthway managing partnerships with WA Football, WA Soccer, West Coast Eagles, Claremont Speedway and Ravenswood Raceway to name a few.
He married his wife Diane in 1994 before becoming CEO of Perth Glory. During his 10 years at the club, he and Di had three beautiful children. These were the halcyon days of soccer in WA. The club played at Perth Oval to crowds over 16,000 and sold-out home finals at the WACA and Subiaco Oval. Jeff also helped design and then he managed the new rectangular soccer and rugby stadium and home for the club known now as HBF Park.
The family then moved to Sydney where Jeff became the General Manager of the NBL. At the time the competition included 13 teams in Australia, New Zealand and Singapore.
Life in Alberta, Canada was the next family adventure where they experienced a lovely 6-month sojourn, living through a snow-filled northern winter.
On the family’s return to Perth Jeff was the CEO and creator of a group of private companies selling and installing residential, commercial and sports synthetic surfaces and associated products. He sold the companies 8 years later to return to sports management, as CEO at Swan Districts Football Club. Jeff was one of the club’s most consequential leaders in its 90 years steering it through a period of significant transformation. During this time, he also spent 7 years on the Board of Basketball WA.
In 2025, after nine years at the helm of Swans, Jeff decided it was time to pursue new personal and family priorities. He maintains that his family are his biggest achievement and most treasured legacy.