Dear Saints Members and Fans, 

As we prepare for our first home game of the season at Marvel Stadium tomorrow, I wanted to take a moment to share some updates from behind the scenes at the club. 

We’ve taken deliberate steps to assess from a strategic perspective where we stand as a club and, more importantly, where we’re headed. We’ve made it clear that our goal is to consistently contend at the highest level on-field and, ultimately, deliver that long-awaited premiership for our fans and members. But for St Kilda to truly thrive, we need to be just as strong off the field as we aim to be on it. That means upholding a successful, sustainable business and setting up a strong future for the next generation of Saints fans. 

At the heart of everything we do is you – those loyal to the red, white and black. St Kilda exists because of and for our members and supporters, and that commitment is reflected in our priorities. We want to seriously contend and ultimately win premierships, grow our membership base to 100,000, and go from being $6m in debt to building a $10m future fund. Of course, there’s plenty of complexity to making those things happen, but at the end of the day, they’re the pillars we’re working towards. Talking about these goals is one thing, achieving them is another, but when everyone is pushing in the same direction, including our fans, it makes a huge difference. 

 To keep moving forward, we have to keep evolving. That’s why we’re continuing to invest in new and innovative ways to grow our income streams, helping us position St Kilda as the destination club we aspire to be. Whether through commercial partnerships, community engagement, or improving the game-day experience, we’re determined to push this club to new heights. 

 With that in mind, we’ve made some key changes to our leadership team. We’ve brought in Mike Scott as Chief Customer and Commercial Officer, Chris Ford as Chief Strategy and Growth Officer, and Jonathan Lee as Executive General Manager of Strategy. It’s also been fantastic to see internal growth, with Ana Raica (Executive General Manager of Marketing, Content and Game Day) and Clint Fernandes (Executive General Manager of Consumer) stepping up into well-earned promotions onto our executive team. These appointments not only strengthen our leadership capabilities but expand our expertise and focus, particularly on our strategic planning and customer experience to improve our business outcomes, with the overarching aim of further investment back into our football programs. 

 While our main focus will always be improving our football program and on-field performance, we know that to build a successful club, we need to be firing in every area. Investing in RSEA Park remains a crucial part of our future, ensuring our players and fans have access to top-class facilities. We also want to continue improving the fan experience. Whether at Marvel Stadium on game day or through year-round engagement, we want you to feel a stronger connection to St Kilda than ever before. 

And finally, you’ve probably heard about our goal to play more home games at the MCG. This is something we’re determined to make happen, but we need your help to get there. The best way to make our case is by packing out Marvel Stadium and proving that Saints fans turn up in force. So, we need you. Make sure your membership is renewed, and your mate’s is too. Show up. Get loud. Ensure that every Saints home game is a sea of red, white, and black that demands attention across the competition. 

 There’s so much to look forward to, and we can’t wait to continue this journey with you.  

 Go Saints!