The team will enter the AFL in 2011, and before then must build itself into a football club from scratch. Auld will start midway through next year.
GCFC chairman John Witheriff said poaching Auld from Essendon, where he had worked for a decade and was tipped to take over from retiring CEO Peter Jackson, was a coup for the new club.
“This is one of the most challenging and exciting roles in AFL football,” Witheriff said.
“Travis has a unique opportunity to take us on our journey to create the most exciting sporting club in Australia. With his vast experience and success gained from working with Essendon for the past 10 years, he is ideally suited to be the first CEO of the Gold Coast Football Club.
“We are building something quite special here on the Gold Coast and Travis brings a set of skills and values that will be another vital ingredient in the recipe we have for success.
“He will join and lead a small group of talented people at the football club who have already created an exciting culture and spirit which is reflective of the Gold Coast and the way we intend to approach AFL football.”
Auld said he was excited by the opportunity to help move the new club from a concept to reality.
“An enormous amount of work has already been done to get to this stage and the people that have laid those foundations have given the Gold Coast Football Club a great chance of establishing itself in the AFL competition,” Auld said.
“The support of the AFL, government at all levels and the broader community gives me great confidence this club can quickly become a competitive participant in the AFL and an important part of the Gold Coast community.
“I can’t wait to get started. I am not underestimating the challenges ahead but from what I have already seen I believe the Gold Coast Football Club can build the strong foundations for on and off field success.”
The appointment is a blow for Essendon, who now face the task of replacing their CEO and his second-in-command.
