Brisbane Roar have announced the return of inaugural club captain Chad Gibson to the club in a unique role they describe as ‘a groundbreaking move for Australian sport’.
The club’s new leadership – spearheaded by CEO Kaz Patafta and COO Zac Anderson – have appointed Creative Brand Directors, which will “place the team at the forefront of global trends”.
Gibson – who made 23 appearances for the club between 2005-07 – will take the reins of this journey through ‘The Competitor’ brand agency, along with partner and creative communication specialist Cecilia Humphrey.
The former Brisbane defender’s agency has worked on branded collaborations such as Nike x Local FC and client work with the likes of Rebel Sport, Nike France, Adidas France, FIFA, Foxtel and the Australian National Teams – the Matildas and Socceroos with the PFA – and most recently the Dolphins NRL team.
“Engaging with individuals who are not just the best in their field, but also deeply connected to our club’s legacy, such as Chad, is truly unprecedented,” Anderson said.
“This new era epitomises a heartfelt homecoming – a return to our stadium, our foundational roots and a reunion with our inaugural Captain.
“Chad’s journey post-football saw him merely change lanes, staying true to the sport. Now, he’s coming back to a club he holds dear, guiding us to evolve into a club that stands up globally.
“It’s a rare day in football when we see a leadership team so personally vested in a club’s prosperity and essence.”
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The club hope that the incorporation of industry experts will help reshape its brand identity as they look to dive deep into “the intricate interplay between sport and culture”.
“As we return to Suncorp, it’s a homecoming for us. Our primary objective is to reconnect with our loyal fans and foster a genuine bond with the local community,” Patafta said.
“While our essence remains deeply rooted in Brisbane, our vision is ambitious and global.”
