The Brisbane Lions would back itself to rebuild its culture and brand to become relevant again, as the Club seeks to attract more talent through free agency in the future.
Football General Manager David Noble said the Lions needed to have the aspiration of becoming a destination club for players, and that paying excessive contracts was now a thing of the past.
“When free agency first came in a few years ago, Clubs really had to make sure that they put their house in order to make sure that if they were going to attract a free agent to their football club then there were reasons why that free agent wanted to come,” Noble told SEN Radio.
“Our Club is on a situation where we have to re-establish our brand again and make sure that if we are into a free agent moving forward, that they have an attraction and a want to come to our football club based on our programs and based on our people and not on how much money we can pay.
“That’s something we’ve been really clear with, particularly during this trade period .. and we’ve put a stop to some discussions, we’re just not going to pay excessive money to come to our football club.
“They have to want to come to our football club and we have to make sure that that our brand stands up strong once again.”
Noble said he was confident the Lions had the ingredients needed to begin its recovery.
“We’ve talked about, as a football club, needing to become relevant again in the competition, said Noble.
“We’ve got great people at our football club, very enthusiastic, they want to see the place move forward.
“We’ve got our own (Hyundai Help For Kids Lions) Academy, we play at a great venue at the Gabba, we have a great weather, there’s a bunch of things that are actually in our favour.
“We have to create that brand, that culture, to make sure the Club as a unified force is moving forward together.”
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