New AFL franchise Greater Western Sydney announced former Richmond and Brisbane star Craig Lambert as their inaugural football and welfare manager on Tuesday.

Lambert played 219 games for the Tigers and Brisbane before spending several years as an assistant coach and then a player welfare manager at the Lions.

GWS football operations manager Graeme Allan said Lambert's experience and character made him a welcome addition to the football department.

"The wealth of experience which he can draw upon to help us build this from the ground up and work with this young group of players will be invaluable," said Allan.

"He has a strong understanding of what it takes to be successful in this game, having been with the Lions when they won their three flags.

"But more importantly, he is a very caring and understanding individual who I believe will be an exceptional mentor for these young players."

Lambert, 42, said he was looking forward to the new challenge at GWS, which will enter the AFL as the league's 18th club in 2012.

"The most important thing for us is to make sure these kids feel they belong," he said.

"I'm a big believer that no matter how well we build as an organisation they'll have homesickness at some stage.

"The more we as a club can make them feel that they belong and that we care, set some clear boundaries of what we expect as a footy organisation the better we can minimise that impact."

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