Brad Bicknell promoted to Director of Football role in Auckland United restructure

Auckland United have appointed Brad Bicknell as their Director of Football in a restructure of the club’s football management positions.

Jo Dawkins, previously Director of Football, moves into a new role as the High-Performance Director with a focus on the club’s playing philosophy and strategic direction, and building pathways for elite players and talent development programmes.

Main photo: Brad Bicknell becomes the club’s Director of Football.

In its announcement, the club says:

“After a successful 2022 with significant growth in the community space and qualification to all four New Zealand National Leagues, Auckland United has restructured the football management to better resource the growing needs of our football club.”

Bicknell, who has been United’s Junior Development Manager, has been promoted to the Director of Football role and will oversee the design and delivery of player and coaching programmes across the whole club. He will continue his coaching role with United’s academy.

“I’m really excited to get to work as Director of Football and am looking forward to the club building on 2022 to have another successful year,” Bicknell says.

“With Keith Hay Park hosting the Football Ferns and lots of interesting things planned for this year, we’re all looking forward to what 2023 has in stall for us.”

Dawkins: ‘Looking to build on last year’s success’

Auckland United’s High-Performance Director Jo Dawkins. Photo: Shane Wenzlick /

Dawkins was instrumental in the formation of Auckland United and has served as Director of Football since 2020. He will continue his role of Academy Director.

“I am very excited to continue the growth of the club’s high-performance programme,” he said.

“Being the only club in New Zealand to compete in both Men’s and Woman’s National League competitions was a huge achievement and we were very proud to debut 20 graduates from the Academy programme in 2022 alone.

“Over the summer, we have had players from both pathways move into professional environments and we are excited to continue to build on that success.”

Turagebeci joins coaching staff in new role

Former Olympian Joseph Turagabeci has joined United’s staff as the Community Development Officer which is an expansion to the previous Junior Development Manager role. It now included the club’s youth community programmes and he will also lead the club’s Skills Centre, Holiday Programmes and schools outreach.

Turagebeci represented Fiji in football at the 2016 Brazil Olympics, and he joined United last year as a coach within the academy and community pathways.

“I am very grateful for this opportunity to be part of one of the best clubs in New Zealand! I am excited to get to work as Development Community Officer and look forward to continuing the growth of the community side at Auckland United,” Turagebeci said.

Auckland United’s new women’s coach

Ben Bate … joins United from league rivals Northern Rovers. Photo: Shane Wenzlick /

Ben Bate will be Auckland United’s new women’s Premier League head coach for the 2023 season, after leaving rivals Northern Rovers.

READ MORE: Ben Bate joins rivals to coach cup winners Auckland United next season >>>>

READ MORE: Our previous stories about Auckland United >>>>

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