Sam Lane

Multi award-winning journalist, author, keynote speaker and host


Sam Lane is a pioneering broadcast journalist and author. Her award-winning work spans print, television, podcasts and radio.

Sam’s first book, ROAR was launched by Australian luminary Natasha Stott-Despoja, and formally endorsed by Australia’s only woman Prime Minister, Julia Gillard.

ROAR is the definitive account of the 2017 birth of the Australian Football League’s elite competition for women. The AFLW is catalysing profound change on and off-field, in a global movement for gender equity, diversity and inclusion. Sam has delivered keynote presentations on the topic in Australia and abroad, including at the Australian Embassy in Paris.

Current Work:

Commissioned by Hardie-Grant, Sam is now writing the story of Australian sporting luminary, Erin Phillips – with that book set for release in 2023.

Sam is a co-host and boundary rider for Channel Seven broadcasts of AFL women’s matches, covering every season since the AFLW launched in 2017. In 2023 she will report on the landmark first women’s Tour de France Femmes avec Zwift.

She hosts a weekly Australian Broadcasting Corporation podcast -‘The W – with Sharni and Sam’ – with former Australian netball captain turned AFLW star Sharni Norder and Sam’s online audience exceeds 100,000.

Now freelance, Sam’s writing has appeared in The Guardian, ESCAPE, Virgin Australia’s in-flight magazine Voyeur and Spectrum.

Top corporates, educational institutes and sporting clubs engage Sam as a keynote speaker, event host, conference moderator and consultant. Clients include QBE, Virgin Australia, Mercedes Benz Australia, National Australia Bank, Sport Australia, the Australian Institute of Sport, the National Gallery of Victoria, the Sydney Swans and Richmond AFL football clubs.

Sam sits on the Australian Institute of Sport’s Athlete Wellbeing and Engagement Advisory Committee, chaired by legendary Olympian Ian Thorpe. Australian of the Year Professor Patrick McGorry is a fellow committee member.

She joined the Board of Directors of The Chappell Foundation – which fundraises for homeless youth and has Dame Quentin Bryce among its patrons – in September 2021. Sam also sits on the steering committee for the Sydney Swans AFL women’s team; an advisory group created in 2021.

She is undertaking an Australian Institute of Company Directors course after winning a scholarship from Sport New South Wales in August 2022.

Previous Experience:

A trailblazing television broadcaster, Sam covered men’s AFL on Channels Seven and Ten over 15 years. She joined Channel Seven’s prime-time Saturday Night Footy team in 2013 and was also part of Seven’s record-breaking broadcast of the 2018 Commonwealth Games.

Sam has covered road and track cycling on Channel Seven and became a regular on the network’s flagship program, Weekend Sunrise, in 2018.

Sam wrote for Melbourne’s The Age and Sunday Age, and The Sydney Morning Herald newspapers for 13 years. She reported from Beijing, London, Rio and Delhi covering Olympic and Commonwealth Games. Sam has reported from the Tour de France three times, and Italy’s Giro d’Italia.

Sam’s journalism awards include two Melbourne Press Club Quills, a Walkley, two VicHealth awards, the AFL Players’ Association media prize, the AFL Coaches’ Association’s media prize, three VicSport awards and an Australian Sports Commission Sport Australia Media award.

Sam was selected for the inaugural Sport Australia-Australian Institute of Sport Executive Talent program in 2019; one of 16 inaugural alumnae.

She has been an ambassador for the Basil Sellers Art Prize, Move in May, Run Melbourne, Beyond Blue and Breast Cancer Network Australia.

Sam presented, wrote and produced two series of The Originals podcast for top AFL club, Richmond in 2020-21. The Originals hit number one Australian sports podcast on Apple iTunes charts upon its launch.

Sam holds a Bachelor of Arts degree with majors in Political Science and English literature from the University of Melbourne. She completed a Diploma of Modern Languages in French at Bordeaux’s Université Michel de Montaigne.