Daniel Cullinan was appointed Executive General Manager, Commercial, of the Richmond Football Club in August 2025. In his position he oversees sponsorship, corporate, events, Richmond Foundation, digital integration and bequest.

Cullinan's previous role was with Storm Group, where he held the position as Chief Commercial Officer of the Melbourne Storm and Sunshine Coast Lightning.

Cullinan has worked across two different countries (America and Australia) in five different sporting codes (AFL - HQ and Richmond, NBA - Houston Rockets and New Orleans Pelicans, NRL - Melbourne Storm, MLS - Sporting Kansas City, SSN - Sunshine Coast Lightning).

Before this, Cullinan sold premium sports content and managed accounts across all of the Middle East and Asia with the biggest TV networks. 

Cullinan has a Bachelor of Commerce degree and two children, Billy and Zac, with wife Lucy.