North Queensland Fury chairman and owner Don Matheson wants team and club recognition instead of the 'Fowler show'.

Ahead of the Fury's pre-season friendly against Adelaide United in Darwin, Matheson spoke of his desire to build a strong brand rather than be carried along by the coat tails of a great player.

''It's unfair on the lad (Fowler) and the team when every appearance is treated as the Fowler show, forgetting that it is in fact the Fury show,'' Matheson said.

''It has been great for branding and media coverage, but it's not ideal for building team culture. Robbie wants only to be treated as one of the lads and that means treating him like any other player, which means that if he is injured he is to stay at home.''

Matheson confirmed that Fowler would not be in Darwin for the match but said fans would get to see him very soon.

''It really is unfortunate,'' Matheson said of Fowler's absence.

''I know there are a lot of fans that just wanted to see him. But I'm sure they will be repaid when they see him back at his best, scoring goals and that can only happen if he is given time to recover.''