Guest Speaker: Jacob Gaynor

By Alex Wilson

Jacob’s combination of storytelling with intent, and humour with edge led to the Giants quickly becoming one of the most successful AFL clubs in the digital landscape.

Students at the Tasmania Academy of Leadership and Sport (TALS) recently had the opportunity to hear from Jacob Gaynor, whose session offered incredible insight into the digital landscape of social media. Jacob Gaynor didn't grow up dreaming of working in social media for an AFL club. His ambition was to be a journalist or a stand-up comedian. In many ways, the role he now plays combines both; storytelling with intent, and humour with edge; but his journey into elite sport media was anything but planned.

Jacob is originally from Canberra and injuries meant that playing was no longer an option. He stayed involved the only way he could; by putting his hand up. While studying, he asked the Canberra Demons in the NEAFL if he could help with their social media. That decision, driven more by curiosity than career strategy, became one of the most important steps in his pathway. Over two years, he learned by doing, building relationships, and practical experience alongside his studies.

That hands-on work led to an opportunity with the AFL, where he was asked to contribute across both the Sydney Swans and GWS Giants media spaces. Despite being a Swans supporter, Jacob found himself far more drawn to the Giants environment. When the opportunity came to work full-time in Western Sydney, he took it and stayed for five years.

At GWS, Jacob was part of an expansion club operating in a challenging market. Building engagement in Western Sydney wasn't straightforward, and he knew early on that following a traditional "by the book" approach wouldn't work. He describes himself as confident, cheeky, meme-savvy, and unapologetically fun, and that personality shaped the digital voice of the Giants.

Rather than sounding like a published corporate brand, the Giants' social accounts felt more like a fan account with elite access. It was intentional. In a competition where clubs like Collingwood would sell out stadiums regardless of opponent, GWS had to think differently. The challenge wasn't selling big games, it was making games against smaller clubs feel just as important. Content became a tool to build relevance, emotion, and curiosity.

Jacob spoke about the idea of "flirting with the line" on social media; a line you don't fully understand until you cross it. He admitted the only time he found himself in real trouble was after a podcast appearance that resulted in a $20,000 AFL fine. But even that moment reinforced something central to his philosophy: disruption carries risk and playing it safe rarely builds anything memorable.

Jacob Gaynor alongside Giants superstar Tom Green. The duo co-hosted the podcast “In The Green Room”.

His ambition at the Giants was clear. He wanted the club to become one of the most recognised social media accounts in Australia. Sometimes that meant poking fun, sometimes annoying rival fan bases, including, on one occasion, underestimating just how large and passionate the Indian cricket audience could be after engaging with Virat Kohli fans. It was a reminder that digital spaces have no borders.

Jacob spoke about social media as storytelling. Every piece of content has to speak to a specific pillar, whether that is community audiences, schools, younger fans, or die-hard supporters. He drew inspiration not just from sport, but from outside it. One example he referenced was Ryanair; a brand that fully understands who it is and doesn't pretend to be something else. At the time, the Giants were often seen as the "bottom of the barrel" club. Rather than hide from that, Jacob wanted them to own it.

Being in charge of social media, he said, means becoming a fan. You ride the emotions with supporters, feel the wins and losses with them, and reflect that honestly online. Social media, at its best, makes people feel something. It's not just about promoting a game; it's about convincing someone that if they come along once, there will be something there for them. Once someone experiences a game, they often come back. The challenge is getting them through the gate the first time.

That philosophy now carries into his role with the Tasmania Devils, a role Jacob wanted badly. The opportunity to help shape the voice of a club that represents an entire state was something he couldn't ignore. The Devils' social media ambition is bold: to create unmistakable noise that represents more than a club; it represents Tasmania. Proud, passionate, a little different. An underdog identity, but one that isn't afraid to make noise on a national stage.

As the youngest team, the Devils' account embraces the thrill of celebrating every moment with energy and excitement. For Jacob, it's about telling a long-awaited story, connecting deeply with fans, and ultimately becoming one of the most recognised and talked-about accounts in sport.

The transition hasn't been simple. At GWS, Jacob worked within a club that was already established, where relationships with players were built through shared spaces and daily interactions. In Tasmania, those relationships take more effort. Players are spread out, the AFL program hasn't fully begun, and the cultural landscape is different. Jacob is open about the fact that he doesn't yet fully understand the Tasmanian market; and he won't pretend to.

Some fans want memes. Others, particularly older supporters, want acknowledgement of Tasmania's football history. Jacob believes the challenge is finding balance between football content, state identity, and light-hearted fun. It can't be all memes, but it can't be all seriousness either.

He spoke about how powerful it was to witness the emotion of people at the Devils' first game and to see what the club already means to the state. That emotional connection is something he wants to honour through content.

Jacob is realistic about the visibility of his role. You don't enter the industry expecting your name to be attached to the work, but sometimes it is, for better or worse. His mindset is simple: club first. Don't ask for permission, ask for forgiveness.

His advice to anyone wanting to break into the industry was clear. Experience matters more than theory. He learned more creating content for the Canberra Demons and building relationships than he ever did sitting in a lecture. Put your hand up. Be versatile. Learn constantly. In content, you never stop learning.

He also spoke honestly about the unpredictability of social media. Some posts with huge effort go nowhere, while others with minimal thought explode and go viral. His biggest engagement moment at the Devils so far was a simple "undefeated" meme. Another at GWS involved a "countries that want to beat Collingwood" post. His hope is that the most viral moment is still to come.

On mental health, Jacob acknowledged that social media can be a dangerous space. Criticism doesn't affect him deeply; he even finds some comments amusing, but he recognises that not everyone in similar roles feels the same. His measure of success is whether he believes his work is having a positive impact on the club.

He spoke about player content as well. Some athletes want nothing to do with social media, while others want to showcase their personality beyond football. He believes it's important to encourage players to show who they are away from the game, whether that's cooking, podcasting, or other interests; because fans connect with people, not just performances.

Right now, education is a major focus for the Devils' socials. Helping fans learn player names, faces, and stories matters. Names everywhere. He is a strong advocate for names on jumpers. Recognition builds connection.

Jacob admitted that many posts still make him nervous to send. If the nerves are strong enough, he posts and then turns his phone off for a while. He knows adapting to Tasmania's culture will take time, years, not months. Initiatives like "Lap of the Map" have helped him meet people, gather stories, and understand the state more deeply. He's still learning, and he's comfortable with that.

Listening to Jacob Gaynor reminded the TALS cohort that modern sport isn't just played on the field. It's felt, shared, argued over, laughed about, and remembered online. Storytelling shapes identity. Disruption creates attention. Authenticity, even when it's uncomfortable, is what builds connection.

Jacob Gaynor now works as the Head of Content for the Tasmania Football Club (Devils), having joined the club in January 2026.