There is a new boss in Melbourne town with the Storm appointing 32-year-old Dave Donaghy as the club's new Chief Executive Officer.
Donaghy will take over from Mark Evans who announced back in April that he would be stepping down and returning to the UK after two years in the job.
Donaghy has been promoted from his position as Melbourne's Strategy and Communications Director and was also the club's media manager from 2008-2010.
As well as his age, the former News Limited and AAP journalist breaks the mold of typical CEOs that nowadays often come from financial or corporate backgrounds.
However it is Donaghy's down-to-earth and approachable nature that is why the Storm have chosen to go down this unique path.
"He understands our business and he understands our fans," club chairman Dave Campbell said.
"We are driven by what happens with fans and with Dave's connection with them and the way we can improve that I think made him the right decision for us.
"I'm not sure a banker or a corporate would have been able to seamlessly carry that on and it is something we are going to try harder at and so with Dave we think we've got the right man."
Donaghy also spent four years as general manager of AFL-side the Brisbane Lions between 2010-2013 so has valued experience in growing the brand of a club in an environment where their sport is not the first choice.
However it is that idea of growth that was the mandate the new boss was keen to put down when he was unveiled on Thursday.
"From a Storm point of view we need to continue to have a level of success so we are going to continue supporting the footy department to make sure they've got every possible reason to be successful," Donaghy said.
"Off-field we need to grow memberships, we've got 15,000 members and that is a fantastic achievement when you think of where we've come from but we think there is an ability there to increase that.
"Some people look at that as a challenge, we look at it as an opportunity.
"It goes without saying it's a significant honour, I'm thrilled, excited and also humbled to be appointed CEO of Melbourne Storm," Donaghy said.
"It's a strong Club where outstanding people do amazing things every day."
Full story at MelbourneStorm.com.au
