The former hooker and captain, already on board as a club ambassador, says he is excited at the prospect of what the new full-time position entails and the impact it could have.
St Helens’ record appearance maker and multiple title winner has been appointed as partnership manager (commercial & community).
James Roby, who wore the red vee with distinction in Super League for 20 years (Image: Allan McKenzie/SWpix.com)
The remit is wide and varied, which appealed to the 40-year-old with his deep-rooted passion, commitment and drive for the only professional club he ever played for.
His brief includes being available to “support the club’s performance squads and coaching staff”.
Roby, who made an astonishing 594 senior club and country appearances over 20 seasons before hanging up his boots in 2023, said: “I’m really pleased to be returning in a new role.
“St Helens has been such a huge part of my life, and I’ve always taken great pride in representing Saints. That hasn’t changed.
James Roby in the early days of his 20-year top-flight playing career (Image: Simon Wilkinson/SWpix.com)
“The club means a lot to me, as do the people involved and the wider community.
“There’s a great opportunity to build on the things that make this club what it is.
“Ultimately, my job is to strengthen relationships and hopefully create new opportunities for the club moving forward. It’s a really exciting prospect.”
The role will see Roby work across the club’s off-field departments and alongside the Saints Community Development Foundation “to add value to existing partnerships and develop new opportunities both commercially and in the community”.
Saints legend James Roby (Image: Allan McKenzie/SWpix.com)
He will also help strengthen the role of the club and the BrewDog Stadium as a civic hub for the region, bringing together local businesses, partners and supporters to build stronger connections within the community.
“The variety is something that genuinely appeals to me,” said Roby.
“St Helens, like any organisation, has lots of different areas and operations, and I’m looking forward to continuing to learn more about them.
“I’ve spent the majority of my adult life at this club, so I know the people and understand the things that have helped make it successful. It’s not just the players on the field.”
James Roby helping to prepare the team on a matchday (Image: Alex Whitehead/SWpix.com)
A key part of Roby’s new role will be developing relationships with the club’s commercial partners and enhancing existing connections.
“People who invest in the club have that affiliation with Saints, and they, just like everyone involved at Saints, want success,” said Roby.
“We have fantastic commercial partners, and for me, this is a great opportunity to build those relationships further and make sure they feel part of what we’re trying to achieve.”
Saints chief executive Abi Ekoku feels Roby’s appointment reinforces the club’s commitment to strengthening its ties with the town and the wider region.
Ekoku said: “His on-field leadership was inspirational, and his passion for this club and community embodies what it truly means to be a Saint – relentless drive, dedication, integrity and results.
“With James collaborating across our commercial and community teams, we will look to build new partnerships, alongside deepening our highly valued existing ones.”