The Demons are playing bold and fast. Their CEO did the same, for just seven months

May 1, 2026 — 8:05pm

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Not long into Paul Guerra’s tenure as Melbourne Football Club chief executive, it became clear he was going to do things differently.

Unbothered by the reputation of Melbourne supporters for cheeseboards and wine, he promised a louder, jazzier match-day experience for home games at the MCG, with activated LED screens behind the players’ race and songs chosen by players after goals.

“If I look at other sports like basketball, it’s kind of two hours of entertainment whiplash,” Guerra told this masthead in March. “Everyone is engaged. There’s never a dull moment.”

On the field, the Demons were playing an attractive, high-octane style of footy under new coach Steven King. Most importantly, they were winning games, and sitting in the top four after seven rounds.

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But behind the scenes, we now know, the relationship between Guerra – the former Victorian Chamber of Commerce and Industry chief executive – and his board had fractured.

When Melbourne president Steven Smith fronted the media on Wednesday, the day after Guerra’s sacking shocked the football industry, he said there was a “general lack of confidence in his ability to lead the club, and a breakdown of relationship with the board”.

“Basically, there was no one particular thing,” Smith said.

It has become clear in the days since his dismissal that there were a number of different things that contributed to the decision.

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Guerra was left “puzzled” and blindsided by his axing after seven months in the job, which has left him seeking legal advice.

While he came to the job with political connections and a strong network of contacts in the racing industry, a Demons insider not authorised to speak publicly said any suggestion that Guerra was sacked because of his inability to secure a new $100m training base at Caulfield was wrong.

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“When he took the job the whole process of Caulfield was already underway. [Vice-president] Geoff Porz was running the whole thing from the board,” the insider said.

Porz took over the brief, reporting to president Smith and fellow board members, after the departure of CEO Gary Pert in October 2024. Guerra started in the role in September last year.

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Guerra did sit in on some meetings involving the Demons, the Caulfield Racecourse Reserve Trust and Melbourne Racing Club, which runs Caulfield Racecourse.

But the MRC did not blame Guerra for losing faith in the Melbourne Football Club project.

An MRC source, who was not authorised to speak publicly, said the racing club objected to the Demons’ plans – building their headquarters on the southern side of the racecourse, Neerim Rd, which would require digging a tunnel under the track.

The MRC source said building the tunnel would stop racing at the venue for 12 months – a scenario unacceptable to the racing industry.

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They said the racing club offered up an alternative – building the football club’s home base on the northern side of the course, Station St, which has an existing tunnel – that was rejected by the Demons.

“Paul comes into the role as CEO and is told ‘we as a board are running everything to do with Caulfield, it has been going for well before you even walked in the door, and we will look after that. You get on with the job of running the footy club – get us a coach, drive members’ engagement,” the club insider said.

They added that Porz had been seeking advice on Caulfield from external consultants FMRS – former advisers to premier Dan Andrews.

FMRS is not a registered lobby group and is unable to make approaches or representations to state government officials on Melbourne’s behalf.

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“FMRS Advisory does not discuss our client list, and we do not undertake lobbying activity on behalf of our clients,” a spokesperson for FMRS Advisory said.

Melbourne Football Club, Porz and Guerra were contacted for comment.

On Thursday, this masthead reported that the Demons have been given a 60-day deadline to prove they can fund the $100 million training centre or the Caulfield Racecourse Reserve Trust will look for alternative tenants.

“Paul and potentially others were of the thinking that Caulfield potentially has hairs over it,” the Demons insider said.

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“His remit was Plan B. And Plan B was Waverley. But the board had no time for Plan B.”

The AFL will determine the next tenant at Waverley Park after buying the training base from Hawthorn Football Club.

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Richmond was one possibility. The Tigers need to vacate Punt Rd in September for eight months while their home base undergoes redevelopment.

But Guerra was exploring Waverley as a 10-year option – a temporary base until the Demons secured a long-term home.

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While there’s no suggestion Guerra’s plan to revolutionise the Melbourne match-day experience was a factor, this masthead has reported there was unease within the club before he even started in the role about his media-facing leadership style, accustomed as he was to public lobbying with VECCI.

Another apparent misstep was reported by NewsCorp on Friday – that Guerra had upset members of the Demons board over a decision to invite Sam Stynes to a president’s function for Jim Stynes Day, an event honouring her late husband.

The Demons source confirmed Sam Stynes’ name was not on the original guest list for the day when Melbourne played Brisbane at the MCG in round 6 (Sunday, April 19).

Years after the passing of Jim Stynes, Sam Stynes married to Demons vice-president Porz. They tied the knot in 2015, but have since split. Melbourne declined to comment on the report.

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Smith told a press conference on Wednesday the board identified Guerra’s successor, Stan executive Dan Taylor, two weeks before sacking him – about the time Guerra sent out the Jim Stynes Day guest list. Nine Entertainment Co, owner of this masthead, also owns Stan.

Veteran administrator Brian Cook will act as interim CEO until Taylor can start.

After the Brisbane game, Guerra took the unique step of posting behind-the-scenes footage of Melbourne’s coaching staff on his LinkedIn profile.

“The debrief… one of the most important moments for leaders and their teams,” the post said, revealing images of coach Steven King in conversation with other Melbourne officials.

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“It would be easy to get carried away with the emotion. And you can see the lucky group of fans that experience the change room excitement. It’s a great place to be after a win.

“But in a room adjoining, the debrief has started. That moment that looks at what just happened… good and otherwise ... and the transition to what is needed for the next game and what we will bring. It sets the tone for the week ahead.

“Whilst one of the background signs reads ‘Ruthless’, one of our team mantras, the pictures scream ‘Humble’. Ruthless in the determination for success and humble to do the basics to keep learning and getting set for the next challenge.

“It all comes together in the debrief.”

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The debrief on Guerra’s exit continues.

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More:

AFL 2026

Melbourne Demons

Victorian racing

Danny Russell is a racing writer for The Age.

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