What’s next for Tasmania Devils Football Club

There are no idle hands at Devils HQ — despite coming to the end a massive year in the evolution of the Tasmania Football Club. Find out what’s planned next.

A whirlwind year in the evolution of Tasmania Football Club may be winding down, but there are no idle hands down at Devils HQ.

After a non-stop 2024 that included the club’s official launch, a stunningly successful foundation membership drive which attracted more than 200,000 signatures, and the announcement of a high-performance centre for Kingston, Tasmania FC leaders could be forgiven for taking a breather.

But it is full steam ahead for Devils chair Grant O’Brien and executive director Kath McCann, as the AFL’s 19th club prepares to dramatically change gears in 2025, starting with the much-anticipated arrival of inaugural chief executive officer, Brendon Gale, in February.

Shaun kongwa, Rachael Duffy and Priscilla Odwogo during the Tasmania Football Club launch at Hobart. Picture: Chris Kidd

Speaking to the Mercury after a year of profound development for the club, the two leaders reflected proudly on a period in which the Devils concept was wholeheartedly embraced by the Tasmanian community.

“The year 2024 was when the team really came to life, and was the first physical evidence of the existence of the club since the license was granted,” Mr O’Brien said.

“This isn’t a club that’s landed on the community – it’s been brought to life by the community, most evidently reflected in the membership numbers.

“The Devils name was well-received by Tasmanians, as were the team jumper and colours.

“This is a new club, but it’s steeped in the history of the past, and that’s its superpower, in my view.”

Grant O'Brien chair with Kath McCann executive director. Tasmania Football Club year in review. Picture: Nikki Davis-Jones

Ms McCann said her fondest memory of the past year was seeing the rapid proliferation of Devils car bumper stickers, which have become ubiquitous on the state’s highways and byways since their release just eight months ago.

The Tasmania FC executive director said the stickers were a gratifying visual reminder of the groundswell of support that club leaders always had faith existed within the Tasmanian community.

“We pinch ourselves each time we see them, because to us they mean belief,” Ms McCann said.

“And not just belief in the club, but belief in Tasmania.

“We spent a lot of time in community before the launch, so we knew there was goodwill, but the pace and the volume of support when it came was truly extraordinary.

“You can’t underestimate the sense of belonging and the unity that this club has already created, so thinking about what that looks like into the future is so exciting.”

Emma Humphries (left) and Jack Riewoldt (right) pose for a photograph with Campbell Town District High School students (L-R) Charlie, Satsuki, Winnie, Linus and Patrick during the Tasmania Devils Media Opportunity at Campbell Town Football Club on March 19, 2024 in Campbell Town, Australia. (Photo by Michael Willson/AFL Photos via Getty Images)

Ms McCann forecast a “dramatic acceleration” of the club’s development in 2025, starting in February when former Richmond chief executive officer Gale launches commercial operations.

High on the 244-game Tiger’s agenda will be securing major sponsorship partners for the Devils, and establishing the club’s football operations department ahead of its first AFL season in 2028.

“We’re eagerly awaiting Brendon’s commencement, which will be in early February, and we’ll be working alongside him to engage with communities all across the state,” Ms McCann said.

“We’ve been doing quite a bit of work over the last few months in respect to sponsorship and partners, and have been overwhelmed by the level of interest, not just from Tasmania and Australia, but globally.

Dustin Martin has retired from the Richmond Football club. Richmond CEO Brendon Gale holds a press conference. Tuesday, August 6. 2024. Picture: David Crosling

“Our plan is for Brendon to spearhead our commercial program into the market in April, which hopefully results in the first of many long-lasting partners during the Tasmania Devils journey.

“The other major development next year will be the commencement of a football operation, and there are many important milestones we have to achieve, particularly around list builds and the list rules that we will operate within.

“Once they’re finalised, we will see a number of key roles come into the organisation, which will generate a lot of excitement in the community.”

Chair if the Tasmania Football Club, Grant O'•Brien at the Twin Ovals in Kingston announcing that the Devils AFL high performance centre will be built in Kingston. Picture: Linda Higginson

Mr O’Brien said he hoped for “a spade in the ground” at the Kingston high-performance centre site by mid-2025, ahead of what is expected to be a two-year build.

The former Woolworths chief executive paid tribute to the entire Devils board for the leadership during the most formative period in the club’s history, and to the Tasmanian community for its support.

“The board members were recruited as non-executive directors, but they really worked as executive directors because we didn’t have any staff,” Mr O’Brien said.

“Kath and the board have worked so hard to establish a base for Brendon and his executive team, and I couldn’t be more proud of what this team has done.”