What former Seven West boss Anthony De Ceglie can expect as CEO of Perth Bears NRL

A media boss – whose former newspaper derided the inclusion of Perth in the NRL competition – is now set to be the team’s boss. One insider has revealed the breathtaking scale of the job ahead.

A media executive – whose newspaper derided the inclusion of the Perth Bears in the NRL competition – is now set to be the team’s boss, and one insider has revealed the scale of his task.

Anthony De Ceglie, 39, was confirmed as new CEO of the Perth Bears in a statement from the Australian Rugby League Commission Thursday afternoon.

Journalist De Ceglie has stepped down as its director of news and current affairs and editor-in-chief of Seven West, publisher of The West Australian, and will be replaced by Ray Kuka.

De Ceglie was previously editor-in-chief of The West Australian, which poked the NRL bear with a contentious front page.

Rebecca Frizelle, co-owner and former chair of the Gold Coast Titans, said De Ceglie would draw on every ounce of his media experience in the “highly pressurised” months ahead.

“It’s a really different role from running other companies because you have to balance business performance with sporting success – and it’s chicken and egg – you can't have one without the other,” she said.

“The CEO is in a unique position, managing the team, business and the governing body – the NRL.

“You have to create revenue streams – and you’re delivering a product that’s highly scrutinised and talked about daily and you have to balance fan expectations with commercial realities.

“You’ve got sponsors, media, governing bodies, and there are strong emotions attached to a team which don’t normally exist in a business environment.”

Anthony De Ceglie. Picture: Richard Dobson.

Rebecca Frizelle. Picture: Glenn Hampson

Ms Frizelle said the incoming CEO should prepare to have every business decision and management restructure publicly dissected.

“You have to manage short-term sporting success with long-term sustainability – and so much is beyond your control like player injuries or referee decisions,” she said.

“That said, I think this appointment is a really smart move, he’s been working in media, which is a really pressurised environment, and he’ll work well and have a lot of contacts with key stakeholders in Perth.”

While De Ceglie’s rise through the media ranks has been relatively swift, it hasn’t all been smooth.

Seven made its own headlines in the past year with its staff razor gangs slashing the station’s Gold Coast bureau completely and letting go a host of famous news faces including journalists Sharyn Ghidella and Robert Ovadia, beloved weatherman Paul Burt and 30-year sport department head Ben Davis.

A swag of head office jobs were also axed under his leadership.

Seven West Media boss Anthony De Ceglie speaking at the Melbourne Press Club. Photo: Emily Kulich

Staff at Seven West were only told of his departure shortly before it was published online, with one saying the news came as “a shock”.

The three-time Walkley Award winner’s CV has him overseeing 7News, Sunrise, The Morning Show and 7NEWS Spotlight.

He has also been deputy editor of The Daily Telegraph.

Ms Frizelle said De Ceglie would effectively be “starting from scratch” at the Bears.

“Once he finds out the budget he’s got to work with, he’ll have to work out what he needs in terms of people – people management is key in all business, whether it’s cars or sport,” she said.

“I think he’ll be great and he’ll understand how to work with the media, which is certainly important.”

The Perth Bears are set to enter the NRL from 2027.

Originally published as What former Seven West boss Anthony De Ceglie can expect as CEO of Perth Bears NRL