![](\"https:\/\/www.europesays.com\/australia\/wp-content\/uploads\/2026\/05\/poster-fallback.png\"\/)
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Speaking to <\/a>AFL Media<\/a>, Reed said changing or shortening the club\u2019s Greater Western Sydney title was \u201csomething that we might contemplate in time\u201d, but added the \u201cmost important part of a brand is what it stands for\u201d.<\/p>\n \u201cWhether we\u2019re known as the Giants, whether we\u2019re known as GWS, whatever the word is, I think the most important thing is what it represents and that\u2019s the brand of footy we play. It\u2019s the club that we are,\u201d Reed said.<\/p>\n \u201cNo one who you ask who lives in Sydney says \u2018I live in Greater Western Sydney\u2019. It\u2019s not a term that people naturally identify with, so it brings no benefit to the club in terms of a brand.<\/p>\n Tom Papley of the Swans celebrates kicking a goal in front of Toby Greene of the Giants. Picture: Mark Metcalfe\/AFL Photos\/via Getty ImagesSource: Getty Images<\/p>\n \u201cBut equally the more important thing to me is that we\u2019re known for playing exciting footy.\u201d<\/p>\n Former Collingwood president Eddie McGuire said any new Giants brand should encompass areas outside Western Sydney \u2014 especially Canberra.<\/p>\n \u201cI just think the NSW Giants and get them playing as they are in Canberra and get the whole lot,\u201d McGuire told Channel 9\u2019s Footy Classified.<\/p>\n \u201cSydney Swans. NSW, they (Giants) get the whole lot \u2014 don\u2019t just look at one little pocket.<\/p>\n \u201cThey went with GWS because they didn\u2019t want to call them the \u2018Blacktown Giants\u2019 or anything else. They wanted to spread it out in much the same way as the Western Bulldogs have been able to do.\u201d<\/p>\n McGuire said the Giants had developed a \u201cfantastic\u201d brand, but added: \u201cCanberra is where all the money is.\u201d<\/p>\n Suns manage to hold off Giants | 02:41<\/p>\n Despite their being four NRL teams and two A-League teams in the their region, Reed said the Giants \u201cdefinitively have the best product in the biggest market and we will be a powerhouse club\u201d.<\/p>\n While crediting outgoing chief executive David Matthews and inaugural chair Tony Shepard for their early \u201cheavy lifting\u201d with the club, Reed said the Giants were now past their \u201cstart-up phase\u201d.<\/p>\n \u201cWhat I\u2019d really like to see from here is now a program of just continual renewal and continued upgrade right across the club. Because if you look at clubs like Geelong, that\u2019s how you have continued success,\u201d he said.<\/p>\n \u201cIt\u2019s how you continue to defy gravity and make the finals year after year after year, through that process of continued renewal.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Greater Western Sydney chair Tim Reed says his club is open to a rebrand \u201cin time\u201d as he…\n","protected":false},"author":2,"featured_media":5338,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[23,133,5402,6637,2184,6640,1584,6631,368,6641,6643,6636,6634,355,4660,120,6630,6633,6638,6635,6644,6632,247,5009,6639,6642,3048],"class_list":{"0":"post-5337","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sydney","8":"tag-australia","9":"tag-australia-and-new-zealand","10":"tag-australian-capital-territory","11":"tag-ben-waterworth","12":"tag-canberra","13":"tag-dave-matthews","14":"tag-eddie-mcguire","15":"tag-fresh-name-change","16":"tag-getty-images-inc","17":"tag-greater-western-sydney-giants","18":"tag-inaugural-chair","19":"tag-mark-metcalfe","20":"tag-name-change-chatter","21":"tag-new-south-wales","22":"tag-north-melbourne-kangaroos","23":"tag-oceania","24":"tag-outgoing-chief-executive","25":"tag-phil-hillyard","26":"tag-powerhouse-club","27":"tag-quarter-goal","28":"tag-sole-official-name","29":"tag-suns-manage","30":"tag-sydney","31":"tag-sydney-swans","32":"tag-tim-reed","33":"tag-toby-greene","34":"tag-western-bulldogs"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts\/5337","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/comments?post=5337"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/posts\/5337\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/media\/5338"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/media?parent=5337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/categories?post=5337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/australia\/wp-json\/wp\/v2\/tags?post=5337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}