Lucille Bailie is now in a new role as the WNBL’s club growth and engagement manager. Photo: Supplied.
Lucille Bailie has spent much of her life in and around basketball, initially as a player, then as an administrator.
Lucille debuted in the WNBL as a teenager in 1986, and she had a stellar career in the league before retiring.
She was enticed out of retirement by Carrie Graf in 2000 and captained the Capitals for back-to-back titles in 2002 and 2003.
The championship campaign in 2003 provided a perfect insight into the relationship between a sports team and the community.
Canberra fans, seeking a glimmer of hope in the wake of the devastating bushfires, packed the AIS Arena, lifting the team to the most emotional title win in WNBL history.
Lucille took that blueprint to another level when she took over as the UC Capitals’ general manager seven years ago, again following a call from Graf with community engagement at the forefront.
It proved to be another Carrie Graf masterstroke.
Crowd numbers and brand awareness lifted to a new high. This was even more remarkable considering the team struggled for on court success in two of the past three seasons.
Lucille Bailie has spent six years as the general manager of the UC Capitals. Photo: Supplied.
Says Lucille, “One of the most important things we did was engage with Warren Apps and his company Coordinate, now Supercurious. They came up with the ‘Go Big’ brand, which nodded to the rich history of the organisation and spoke to the process of being successful.”
Now as the WNBL transitions to new ownership, the Wollemi Capital Group Syndicate and the National Basketball League consortium, Lucille emerged as an obvious choice who could take the UC Capitals organisational learning to the wider league.
Her role as the WNBL’s new club growth and engagement manager will be key to lifting community connection to the next level.
“I will definitely take plenty out of my time at the Caps,” says Lucille.
“Our metrics are up across the board. Our sponsorship and memberships are up. The match day attendance has risen 30 per cent this season. While I will take a lot from the Capitals’ business model, the new entity has spent a lot of time listening and learning from all clubs.”
To get to the next level, collaboration and club engagement from the entire league will be crucial.
There will be as much action behind the scenes as there will be on the court.
“My expectation is for investment and expertise in key areas such as broadcast and marketing. The clubs and fans will ultimately be the beneficiaries,” predicts Lucille.
Lucille leaves the UC Capitals in a strong position with coach Paul Goriss and star player Jade Melbourne locked in for next season.
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