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SS&A Club chief executive Tim Levesque had only recently ticked off on the latest extension of its major sponsorship of the Ovens and Murray Football-Netball League.
The sponsorship is widely regarded as one of the most lucrative in community football.
It dates back to 2003 when the club was signed up to a $50,000 per season deal.
The O and M hosts its major functions, the Morris Medal count and Hall of Fame, at the SS&A Club.
Mr Levesque also played a role in the fundraising efforts for injured Albury Tigers player James McQuillan.
League chief Aaron McGlynn said Mr Levesque's passing had sent shock waves through the O and M community.
"He was instrumental in extending the relationship of both organisations from 2012 and heading forward to the end of 2018," Mr McGlynn said.
"It was apparent to see Tim’s effect on the SS&A Club and those who worked alongside him.
"The reviews of him as a businessman and more importantly as a person were always glowing.
"He had a real passion for the work he did and always strived to be better and give back to the community.
"During discussions of a business nature Tim still managed to find a reason to discuss his wife and kids.
"While ever the consummate professional, Tim was without a doubt a family man at heart.
"He will be missed."
Mr Levesque played at under-18 level for Yarrawonga.
