No two journeys are identical in the world of sport.  This has been demonstrated by the inaugural cohort of the Sydney Swans and the International Sport College Australia (ISCA) newly formed Diploma of Sports Management (High Performance) at the Sellers & Colless Centre, Sydney Swans HQ, who have excelled in all aspects over the year-long course.  

Last week we began to share the stories of students who have progressed through the diploma and have now acquired positions within the club. Kate Rooke was the first-ever student to enrol in the diploma and has since gone on to join the commercial team within the Swans with a specific focus on student experience come 2027.  You can read all about her story and progression from dreaming about working at the Swans to now working in her dream job HERE! 

For Keane McKenna, the Diploma of Sports Management (High Performance) was not his first experience with higher education and so he viewed the diploma as not a starting point but the next instalment and stepping stone in the hopes of reaching his career aspirations.  

“Before coming on board with the Swans and ISCA, I completed a Bachelor of Media and Communications at Macquarie University,” McKenna said. 

“For me, I viewed this diploma almost as my master's. I knew I wanted to do sports media, and this diploma presented an opportunity to take what I had already learnt in university and mould it through the lens of sport and a sporting environment.” 

Keane is a passionate sports fan with a deep love for football, baseball and American football and always knew he wanted to work in the world of sports. His love for journalism and telling stories wasn’t something he was committed to until the end of Year 12.  

“I still think my English teachers would be shocked if I told them I write and tell stories for a career path. It was never that I was awful at English, but I did struggle in high school to achieve those higher marks,” McKenna said. 

“My love for journalism initially comes through my love of history and my prior desire to be a commentator. No matter what sport you follow, every fan has that one moment that they replay in their head and nine times out of ten they not only remember the moment but the commentary that accompanies it. 

“That is where my love comes from: it's being and reporting history as it happens, it’s telling the stories of teams, players and fans because everyone has a story to share, and it’s about finding those stories that can make an impact and leave a legacy.” 

Throughout his time in the diploma, Keane has been presented with the opportunity to do just that. With work placement integrated into the course, Keane completed over 75 hours of work placement within the Swans media and marketing team.  

Coming into the office once a week, Keane was exposed to the day-to-day operations of the media team and entrusted with producing articles, features, social media videos, and assisting on match days. An opportunity that Keane did not take for granted and strived to impress with every opportunity.  

“I always hoped that there would be a chance to do some work in the media team, but what Robbie and the media team were able to provide me was something so much more,” McKenna said. 

“The trust they put in me; the friendly environment I came into every week made me want it to be Thursday every day, and I just wanted to help in any way I can and learn as much as I can.” 

Through that integrated internship opportunity, Keane has now begun work in a casual role as a Media Assistant and continues the work he was doing as an intern but in a higher capacity. 

“It’s been great to come in the office more days now and be able to work whilst still completing the diploma. Robbie and the media team have been very diligent in allowing me to pursue this opportunity whilst finishing up my studies,” McKenna said. 

Reflecting on his time with ISCA and the Swans, Keane said that this diploma delivered everything he was hoping to get out of it; an opportunity to use his prior learning in a sporting environment and demonstrate his skills in a working environment.  

“The course has been fantastic, obviously the work placement has been my favourite part, but the classes and the lectures have been amazing and exceeded my expectations,” McKenna said. 

“It shows that this course isn’t just designed for those coming straight from high school, but for anyone with a passion, a desire to better themselves or transition from one phase of life to the next.” 

To find out more about how you can get involved with the Swans partnership with ISCA,  CLICK HERE or email diploma@sydneyswans.com.au