Brisbane Lions Appoint Danielle Smith as General Manager of AFLW Program

The Brisbane Lions has announced the appointment of Danielle Smith as the new general manager of the AFLW program.

Smith, a highly decorated sports executive with over 25 years of industry experience, succeeds Bree Brock, who departed the role after a foundational ten-year tenure with the club.

The appointment underscores the Lions’ commitment to maintaining their status as a benchmark AFLW organisation.

Smith’s resume is headlined by her tenure as the inaugural CEO of the Sunshine Coast Lightning, where she oversaw back-to-back premierships in the club’s first two seasons in Suncorp Super Netball.

Her background also includes senior leadership stints with the Melbourne Storm, Geelong Cats, and the Melbourne 2006 Commonwealth Games, as well as her most recent role as CEO of Exercise & Sports Science Australia (ESSA).

Commenting on Smith’s appointment, Brisbane Lions CEO, Sam Graham, said: “Danielle has a deep passion for the code and importantly has significant experience in successful high-performance environments.”

He noted that Smith’s expertise would be vital in evolving the AFLW program alongside senior coach, Craig Starcevich.

Experssing her enthusiasm on the new position, seasoned sports executive, Smith, shared: “I’m incredibly honoured to join the Brisbane Lions to lead its AFLW program and build on the outstanding legacy of Bree Brock.”

“The opportunity to work with Craig Starcevich, our talented playing group, and high-performance staff is incredibly exciting.

“I’m passionate about continuing to grow and elevate elite women’s sport,” she said.

Smith, who was named QSport’s Sport Administrator of the Year in 2021, takes the helm at a time of significant commercial and structural growth for the AFLW.

Her focus will likely involve leveraging the Lions’ high-performance facilities at Springfield to further diversify revenue streams and enhance athlete development pathways.

Smith is scheduled to officially commence the role on 30 March 2026.

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