The Tasmania Devils have landed a major off-field signing, prising away GWS Giants’ head of content Jacob Gaynor to spearhead their media and digital strategy, two years before the team’s AFL debut.
Gaynor, widely credited for transforming the Giants’ social media presence into one of the most entertaining and self-aware voices in the league, will make the move south as the AFL’s newest club continues to build its foundation under CEO Brendon Gale.
Creative force behind Giants’ online rise
Known for his wit and willingness to poke fun at players, rivals and even his own club, Gaynor has helped turn GWS into a digital powerhouse. The Giants boast more than 172,000 followers on Instagram and over 70,000 on X, numbers that reflect both engagement and a distinct brand personality that fans have come to love.
Before joining GWS, Gaynor worked at the AFL as a media coordinator and served as media manager for the Canberra Demons in the NEAFL. He also co-hosts the podcast In the Green Room alongside Giants star Tom Green.
His appointment follows several key off-field hires for the Devils, including former Collingwood recruiter Derek Hine as head of recruiting, ex-Melbourne staffer Todd Patterson as list manager, and Michael Thorn as general manager of infrastructure and commercial development.
With Gaynor’s arrival, Tasmania’s digital voice looks set to be as bold and distinctive as its on-field ambitions.