Bruce, who steps into the role after five seasons as an assistant coach (midfield) and stoppages, senior assistant at the Lions, takes the reins from long-time mentor Chris Fagan.

The 47-year-old’s appointment provides important continuity while also giving a fresh voice as the Club seeks to build on its third consecutive premiership.

Bruce said the opportunity to lead the Lions was a challenge he was ready for and excited to embrace.

“To be appointed an AFL senior coach is an incredible privilege, and to have that opportunity at the Brisbane Lions makes it even more special,” Bruce said.

“This Club means a great deal to me and my family. I’m excited to get to work with our players, coaches and staff as we prepare for 2027.

“I’ve learnt so much throughout my time as an assistant, particularly from Fages. He has been a tremendous mentor and supporter of mine, and I’m incredibly grateful for the trust he has placed in me and the lessons he has shared.

“I’ll carry those experiences with me, but I’m also looking forward to putting my own stamp on the role and being my own senior coach.

“We have an incredibly strong foundation here and a playing group that is hungry for more success, but we also know what has worked in the past won’t automatically deliver success in the future.

“The challenge now is to keep raising the bar, continue evolving and find new ways to improve. That’s something I am really excited about, and I’m looking forward to working with Danny Daly and the broader football department.

“The support I’ve received from people inside the Club and across the football community means a great deal to me.

“I’d especially like to thank my family my wife Jules, and children Holly, Ben and Abbey for their unwavering support and the sacrifices they’ve made along the way. I wouldn’t be in this position without them.”

Bruce has extensive coaching experience as an assistant, playing a role in six premierships and working across every line during his time at Brisbane, Hawthorn and Carlton.

The former Melbourne Co-Captain and 234-game star midfielder started his coaching journey at Hawthorn during three consecutive premierships from 2013 to 2015.

He moved to Carlton as Senior Assistant Coach in 2018 with responsibility for the forward line, before arriving at Brisbane in 2022 and being instrumental in the recent threepeat.

Bruce was named the 2025 AFL Coaches Association Assistant Coach of the Year.

Brisbane Lions Chairman Andrew Wellington congratulated Bruce on his appointment following a thorough selection process.

“On behalf of the Board and everyone at the Brisbane Lions, I congratulate Cameron on his appointment as our Senior AFL Coach,” Wellington said.

“We undertook a thorough process to identify the best person to lead our AFL program and were impressed by the quality of a strong field of candidates.

“Cameron emerged as the standout candidate through that process, demonstrating the leadership qualities, football knowledge and vision we believe are required to take the club forward.

“Following three consecutive premierships, we are in an incredibly fortunate position, but we also recognise the importance of continuing to evolve and challenge ourselves.

“Cameron understands the standards and culture that have underpinned our success, while bringing his own ideas and a clear vision for the future.

“We have every confidence he is the right person to build on the foundations established under Chris Fagan and lead the Brisbane Lions into our next chapter.”

General Manager Football Danny Daly said Bruce’s relationships and understanding of the playing group were central to his appointment.

“Cam has built strong relationships with our players and staff over his five years as a senior assistant coach looking after our midfield, and he understands what makes this group tick,” Daly said.

“His ability to connect with people, his football knowledge and his clear vision for how we can keep improving made him the right choice.

“It’s fantastic that Cam and his family will continue to be part of our Club, and we’re excited to support him as he takes this next step.”

Brisbane Lions CEO, Sam Graham said he was looking forward to working with Bruce into the future.

“I congratulate Cam on his appointment, he has been an integral part of our Club over the last five years, and through this process demonstrated that he thoroughly deserves the opportunity to be our next Senior Coach,” Graham said.

“This is a special moment for Cam and his family, and I look forward to working together as we begin an exciting new chapter for the Club.

“I’d like to thank the selection panel for the time, and commitment they brought to this process, and everyone who supported their work.

“Our focus now is on supporting Cam, Danny, the football department and our playing group as they prepare for 2027.”