The new chief executive of battling Port Adelaide says a rapid repair of the AFL club's damaged brand is possible.

Keith Thomas, a former SANFL and VFL footballer, concedes trepidation among Port sponsors and fans due to the club's woeful on-field performances this season which have returned just two wins.

"There is no doubt that the Port Adelaide brand has been damaged this year ... and it's largely connected to its on-field performance of late," Thomas told reporters on Friday.

"But that is temporary, it absolutely is, these things are fixable.

"As a player, I understand the situation the current team is in, I have been in teams like that and it's temporary, it turns around very quickly.

"You start to get that right ... and great things are possible quite quickly."

Thomas played 304 games for Norwood in the SANFL, 28 games for VFL club Fitzroy and is a former executive of radio groups DMG and Austereo.

Most recently he worked with the Stadium Management Authority, the body overseeing the $535 million redevelopment of Adelaide Oval.

The Power and the Adelaide Crows will shift home games to the oval in 2014, with Port promised $3m a year from the AFL to survive until then.

"It is pretty clear that providing (Port coach) Matthew Primus and the coaching team with the resources that they need has to be high on the agenda ... that is critical," Thomas said.

"There could be some trepidation with our sponsorship group and our membership in regards to what they have seen this year.

"So we need to be very quickly reassuring them that the club is working behind a dynamic new plan.

"But I think the big task for me is preparing this football club for 2014 at Adelaide Oval and that is going to be quite a significant task."

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