Tensions between Western Bulldogs senior coach Luke Beveridge and football boss Chris Grant have reportedly led to a "highly unusual" situation at Whitten Oval that now sees Beveridge report elsewhere.

The pair's relationship is said to have been "strained", with Beveridge's desire to have assistant coach Rohan Smith remain at the Kennel for 2024 potentially a factor in the fracture.

According to 9 News Melbourne, newly-appointed general manager of football operations, Matthew Egan, is now the man who Beveridge directly reports to instead of Grant, despite Egan only spending months at the club.

The former Geelong player and assistant was announced by the Dogs last October in a newly created role of coaching and performance manager, only for a recent review to see him switch roles ahead of the season.

While the Bulldogs have said the change was to ease the workload on Grant, reporter Braiden Ingram has disclosed that the relationship between Beveridge and Grant is suffering under fresh tensions.

"The relationship between head of football Chris Grant and Luke Beveridge has been strained," Ingram told 9 News on Thursday night.

"It's well-known Beveridge wanted to keep departed assistant Rohan Smith last year, but Grant and CEO Ameet Bains had a different view, and this contributed to the frayed relationship.

"After employing Matthew Egan from Geelong as coaching performance manager, the Dogs promoted him just months later to general manager of football operations following a review into the football department, meaning basically Beveridge doesn't report directly to Grant, but instead Egan.

"Speaking to clubs this afternoon, it is highly unusual for a senior coach not to report directly to the head of footy unless you're Ross Lyon, who deals with the president.

"The Dogs say the change was made to ease the workload on Grant, but it's fair to say the relationship between the two men is no longer the strongest. Certainly one to watch this season."

While contracted for the 2025 season, the coming campaign looms as a critical one for Beveridge after the premiership coach failed to reach the top eight in 2023.

The long-serving coach's name was recently tied to a potential opening at Fremantle should Justin Longmuir depart the Dockers, only for the Western Australian club to deny the rumours.

Beveridge has recorded winning seasons in each of the past five years, however has only won three finals matches since steering the Bulldogs to their drought-breaking premiership in 2016.

The Dogs' new campaign will commence in Round 1 against Melbourne at the MCG on Sunday, March 17.