Adelaide CEO Tim Silvers has told 7NEWS he’s “disappointed” by a bombshell report that said coach Matthew Nicks will be fired if the club loses Saturday’s elimination final against the Western Bulldogs.

However, Silvers stopped short of declaring Nicks was safe, believing the story may only “galvanise” his club this September.

Gun 7NEWS sports reporter Tom Morris broke the story on Channel 7’s The Agenda Setters on Monday night.

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And it certainly caught the club on the hop right on the eve of finals.

“I’m surprised and disappointed with how the last 24 hours has rolled out, but the reality is, rumour and scuttlebut is part of what we do, and this is in overdrive for finals,” Silvers told 7NEWS.

Talk about whether Nicks’ time could be up has in fact been bubbling away all year.

Matthew Nicks is coaching for his future on Saturday night. Credit: Getty

And Nicks has not been oblivious to the noise, saying just two weeks ago that when you become a coach you “embrace the fact there’s going to be pressure”.

Nicks is in his seventh year as a senior coach, but this is only the second time he has made the finals. Last year, they finished top but crashed out in straight sets.

Adelaide haven’t won a final since making the grand final in 2017.

Nicks is currently contracted until the end of 2027 after signing an extension in December last year.

“If Adelaide loses to the Western Bulldogs this Saturday, then I expect Matthew Nicks will lose his job,” Morris said on The Agenda Setters.

“Now the belief at the Crows is they like and respect Matthew Nicks, they want Matthew Nicks to be the guy, but ultimately they believe they can’t absorb a seventh-straight season straight without a finals victory.

“Now they’re also acutely aware that they can’t take Nicks into 2027 with (zero) finals victory under his belt.”

The Crows have been criticised for the fact that the story has got out into the public domain.

“Matty Nicks has been a great coach for our footy club, builds great relationships, he’s a good communicator, created a great culture, and he’s leading us into his second successful finals campaign,” Silvers said.

Of course, a win against the Western Bulldogs on Saturday night would put an end to all the talk ... talk the Crows chief is trying to find the silver lining in.

“We’ve got belief and positivity and I see this issue might even galvanise us,” Silvers said.

“He’ll be OK, and just remember, he’s got another year to go on his contract.”