Brisbane Broncos Appoint Steve Lacey as General Manager of Retail and Merchandise

The Brisbane Broncos have appointmented Steve Lacey as their new GM of Retail and Merchandise, following more than two decades of dedicated service with Super Retail Group.

The appointment brings a wealth of commercial experience after dedicating twenty-two and a half years to rebel Sport and Amart Sports, having commenced his extensive retail career as a footwear salesperson in Toowoomba where he achieved early sales accolades.

Over a distinguished corporate tenure spanning ten distinct operational roles across Queensland, New South Wales, the Australian Capital Territory, Western Australia, and the Northern Territory, Lacey developed deep expertise across store management, senior retail leadership, and merchandising category management while traveling globally with leading sporting brands.

Transitioning into the elite rugby league landscape, Lacey expressed immense enthusiasm for joining Australia’s premier sporting brand and contributing to its ongoing commercial success.

“To combine my passion and career in retail and merchandise with my lifelong passion for rugby league at a world-class sporting organisation and Australia’s biggest sporting brand that I have supported my entire life in the Brisbane Broncos is quite simply a dream opportunity!”

I’m incredibly appreciative and grateful to Dave Donaghy, Dan Glass, Casey Powell and the entire Broncos team for the opportunity and the trust they’ve placed in me.”

Throughout his extensive corporate journey, Lacey played a pivotal role in driving customer-centric strategies, commercial innovation, and major sporting partnerships across the Australian sports landscape.

His career highlights include fostering strategic collaborations with the Queensland Rugby League, the Queensland Maroons, the ABF Future Immortals, the Queensland Murri Carnival, and Legends of League, alongside contributing to the successful implementation of the organisation’s Reconciliation Action Plan.

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