2011 AFL PLAYERS' YEAR IN REVIEW

AUSTRALIAN FOOTBALL LEAGUE PLAYERS’ ASSOCIATIONSports House, Level 2, 375 Albert Road, Albert Park VIC 3206T: 03 9926 1356 F: 03 9926 1350 www.aflplayers.com.au

2011 AFL PLAYERS’ YEAR IN REvIEW

06

22

12

HIGHLIGHTS

28

THE PLAYERS’ CHOICE

31

12 DELEGATES SHAPE FUTURE

22

OUR CHARITY

17

BREAKING GROUND

20

POWER OF NOW

2011 AFL PLAyers’ Year I n r evI ew | 0 3

•• COnTenTS ••

“Footy’s not life and death. But being homeless is.”

Jobe Watson has joined the team tackling youth homelessness. And with over 30,000 young people homeless in Australia tonight, you should too.

Join the team at ladder.org.au or call 1800 508 905 to donate.

FROm THE PRESIDENTLuke Power – AFL PLAyers’ AssociAtion President

By Luke Power

2011 AFL PLAyers’ Year I n r ev I ew | 0 5

As the 13th President of the AFL Players’ Association I am honoured to introduce the Association’s 2011 Annual Report.

When we look back on the 2011 football year it will be remembered as one of the most pivotal in the history of our game – being the year in which the Gold Coast Suns announced themselves on the AFL stage whilst at the same time the 18th team was born in Greater Western Sydney. Combined with a landmark broadcasting agreement, significant investment in AFL stadiums, facilities and the sustainability of our Clubs it was certainly a successful 12 months for the competition which continues to lead the way in governing professional sport in this country.

Of course, on top of these achievements there was also the historic new Collective Bargaining Agreement finally forged between the AFL and the PA in December.

In many respects 2011 might be seen as a year in which the AFL Commission secured a number of initiatives which will deliver legacies for the game in years to come. As President of the PA I too hope that those who follow in my footsteps will look back on some of the work currently being initiated as providing the foundation for AFL always providing the best sporting career available for emerging athletes in this country.

When you consider the hallmarks of the new CBA, it is items such as improved injury compensation for current and former players, increased support for professional development and the establishment of Australia’s first sports annuity scheme program which I am most proud of. That players have prioritised these items is an insight into the maturity of our members. That the Game has backed these initiatives is evidence of the AFL and its Clubs commitment to supporting the playing group.

Throughout 2011 there have also been a number of achievements of which we should be very proud such as the record attendance at our Indigenous Camp and subsequent formation of the first ever Indigenous Player

Advisory Board in Australian Sport. The record number of Education and Training Grants distributed by the Association to current and recently retired players, the introduction of a new Players’ Alumni program, as well as the ongoing success of our Ladder charity program which is addressing youth homelessness, are all worthy highlights.

Our premier awards events continue to grow in stature and I would like to acknowledge Chris Judd for winning the 2011 Leigh Matthews Trophy for the Most Valuable Player as voted by the players, and Cameron Ling for being crowned as the 2011 Madden Medallist.

Having competed directly against both Chris and Cameron on the field for many years and also witnessing their development away from the game I’m hardly surprised at the respect they have earned from their peers and fans alike.

I would like to thank my fellow members of the PA Board, who have shown a commitment to challenge each other and the status quo but also the foresight to consider our objectives in conjunction with those of other stakeholders in our Game.

Our Club Delegates have also played a pivotal role through their work on the ground level driving the message of the Association to the players at their clubs and keeping us abreast of player interests and issues at the coalface.

I am continually amazed at the growth in professionalism of our industry and the players who are at the centre of it. Each of the present Directors of the PA was once a Club Delegate and I’m comforted by the quality of our current representatives that the calibre of future leadership of AFL Players’ will continue to evolve.

Thank you also to Neil Hamilton and his Advisory Board as well as Matt Finnis and his management team for their ongoing contribution of time, expertise

and passion towards improving the careers and lives of all players.

Like others who have pushed claims and boundaries before us, and fought for the benefits we enjoy in our playing careers, it is important that we leave the game in better shape than when we entered it. Being closer to the end of my playing career than the start, I’m proud to reflect that our association of AFL Players’ is doing its bit to uphold this responsibility.

“ In manY reSpeCTS 2011 mIghT be Seen aS a Year In whICh The aFL COmmISSIOn SeCured a number OF InITIaTIveS.”

•• FrOm The preSIdenT ••

In reflecting on the 38th year of the AFL Players’ Association it is natural to focus on the proceedings which ultimately led to the AFL and PA agreeing to a new Collective Bargaining Agreement in mid-December. We don’t collectively bargain every year, but when we do it becomes an all encompassing experience for the organisation, particularly given our size and the scope of what we do.

The research and preparation put into the process by the PA served the players well, and we learnt a lot about

ourselves as an organisation along the way. The extensive consultation amongst players which formed the basis of our claims was reflected in the players’ ownership of their proposals and desire to have a voice in the negotiations.

We matured in a collective sense, with the players taking responsibility for improving their terms and conditions of employment.

With an average playing career between six and seven years, a generation of AFL players had entered and exited the game since the last negotiations were conducted for a new CBA back in 2003 (the 2007-2011 CBA was actually borne out of a mid-term review of the 2003–2008 CBA Agreement). This provides opportunities for the organisation, in the sense that there is a clean slate for players to be involved and have their say, but also challenges in that significant change has occurred within the industry over that period and the fact no current PA director was involved on the Board in previous

negotiations. As such, one of our key priorities of the new CBA is to enable players to bargain more regularly – a change which we believe will result in better understanding and open dialogue about issues, interests and positions as they develop.

In a year when a lot of public and internal focus on the Players’ Association was in an industrial sense, it is easy to overlook many of the other achievements, programs and partnerships which have improved the interests of Players and the Game.

In 2011 we were encouraged by the further reduction of reported numbers in players using illicit drugs under the Illicit Drug Policy – a framework which demonstrates the capacity for the AFL, Clubs and PA to partner in pursuit of a common enterprise being the health and wellbeing of the Players. The results give us confidence in the program which is also being reviewed to identify opportunities for further improvement.

FROm THE CEOMAtt Finnis – cHieF eXecutiVe oFFicer

“ IT IS a prIvILege TO wOrk wITh a grOup OF deLegaTeS whO are SO keen TO repreSenT TheIr peerS.” – maTT FInnIS

06 | 2011 AFL PLAyers’ Year In revIew

By Matt Finnis

A different partnership which is also forging new ground is our association with the Australian College of Applied Psychology (ACAP) to develop Australia’s first ever elite athlete counselling program – that the PA was able to sponsor 13 AFL Club Player Development Managers to be the initial cohort of graduates in this program, is particularly satisfying.

The introduction of PlayWell, a proactive program that is designed to support players cope with the inevitable stresses and challenges of the game was a key milestone of 2011 and one which we are building upon in 2012.

Beyond taking ownership for improving their own skills, careers and lives, AFL players continue to combine their roles as professional athletes, with a genuine commitment to the community through a range of charitable and social leadership programs such as our charity, Ladder, which this year opened its doors in Port Adelaide as well as transitioning our first program graduates into lives beyond homelessness.

In 2011 the PA welcomed 40 new members who represented the AFL’s 17th team, the Gold Coast Suns with remarkable professionalism throughout their inaugural season, and the end of the year marked the induction of a further 38 players with the 18th club, GWS – boosting our membership numbers to over 800 for the first time.

The athletic feats of our members, their courage on the field, preparation, commitment and sheer athleticism is something which we don’t take for granted. The fact that game attendances, viewership and membership continue to grow is testament to the amazing feats of athletes at the pinnacle of their profession on a global scale.

Geelong’s 2011 Premiership victory is all the stronger for the competition they faced in securing it, for a great team is all the greater for the strength of their opponents.

That Cameron Ling could depart the Game a premiership captain capped a career which epitomises all that the PA aspires our players’ journeys through football might achieve.

I would like to pay tribute to our directors and delegates, particularly Luke Power who has played an outstanding role since assuming the Presidency from Brett Burton late in 2010. It is a privilege to work with a group of delegates who are so keen to represent their peers, and a board willing to chart an ambitious course on behalf of all players and

commit the necessary time, energy and expertise to follow it. I would also like to recognise the inaugural members of our Indigenous Players Advisory Board, ably chaired by Adam Goodes.

Our board, delegates and broader membership are well supported by a number of honorary boards, dedicated advisors and a talented management team who are universally committed to serving AFL Players – past, present and future.

Together, we pursue our vision to be a respected champion of AFL Players and the Game. That the young men who thrill footy fans each week are so committed to the health of one another, their clubs and those who will follow in their footsteps ought to encourage us all that our game is in safe hands.

“ TOgeTher, we purSue Our vISIOn TO be a reSpeCTed ChampIOn OF aFL pLaYerS and The game.” – maTT FInnIS

2011 Madden Medallist Cameron Ling.

Mark Le Cras and Nic Naitunui playing with young Eagles fans.

The future for the Gold Coast looks bright.

Matt Finnis presenting at the 2011 AFL Players’ Directors and Delegates Conference.


•• FrOm The CeO ••

By Jason Blake

Entering my 13th year of AFL football I have seen a lot of change and still find myself constantly learning how I can adjust or improve my game, and love the new challenges presented as the state of play becomes faster and more complex than ever before.

Working as a delegate and now director for the AFL Players’ Association is no different. The industry is rapidly changing and having been closely involved with the CBA negotiations over the last year I can tell you it has been an incredibly steep learning curve for all involved and I am very proud to have seen it first hand and learnt an incredible amount. When I first became involved as a delegate I had taken over the role from Brett Voss and basically put my hand up because I was interested in learning more about the industry I was involved in.

After a few years fulfilling this role I was impressed by the professionalism of the Association and admired the calibre of the individuals who sat on the board and the impact these guys were having on shaping the AFL industry.

After significant thought I decided to apply to become a board member as I believed I could add value to this esteemed board, and was in a position where I could fully commit to delivering the requirements of the role.

I was very proud and humbled when, at the 2011 AFL Players’ AGM, I was voted in as a board member. The feeling of acknowledgement from your peers is very powerful and I felt an immediate responsibility not to let those guys down.

It has been a privilege to meet with the board and discuss issues surrounding the industry with such a high quality group of individuals. Many of these players are at the peak of their careers and working with them

drives you to meet and exceed expectations. Over the past year we have been involved with such projects as rule changes, the adjustment to the interchange and many others. However the most memorable has obviously been the Collective Bargaining Agreement negotiations which was a process requiring weekly ongoing discussion from the board and constant review. Whilst fascinating, the process was time consuming

and presented many challenges. I still remember meeting with Andrew Demetriou, Mike Fitzpatrick and the AFL hierarchy to listen and discuss their CBA proposal response. It was at an intense period of the negotiations and very interesting to see how the AFL presented their case.

It is experiences like these which have been invaluable and one of the many benefits of being a board member. It certainly provides insight into a world which for many AFL players is very different to anything they have experienced.

More importantly we get an opportunity to have a genuine influence over improving the conditions for AFL footballers and making changes that directly influence players, past, present and future.

These CBA negotiations have been a great example of where the AFL Players’ Association as an organisation is heading. Led by a very capable and committed leader, the PA has gone from strength to strength and will continue to grow its services and capabilities.

Since I first became involved as a delegate I have seen major changes, particularly in the perception of the PA and the support amongst the players. It has taken some time to earn the respect of the players but I believe the PA, through its

actions, has shown its professionalism and capabilities and has became an important voice for the players.

There has never been a better time for young players to be involved and I would encourage those considering becoming a delegate or director to take the risk and be a part of shaping our industry.

Just like your playing performance, the more you put in the more you get out of it. The experience and opportunity to mix with the number of quality individuals is unique and a great chance to develop your leadership and personal qualities.

Since joining it has provided me with the opportunity to develop a number of skills including improving my leadership, strategic management, negotiating, presenting, organisational communication, industry awareness, problem solving and industrial relations.

These are the type of skills that I’m hoping will become particularly important when it comes time for my post football career. The corporate world certainly respects the pro-activeness and professionalism required to be part of such an organisation and provides a clear example of a player’s attitude and capability.

This has been an important year for our Association and all players will reap the benefits of the hard work. Having worked closely with Matt Finnis and his team during this time has been an invaluable experience for me and I would highly recommend all players become activity involved and take advantage of this brilliant opportunity to represent the Association that represents you.

•• JaSOn bLake dISCuSSeS hIS experIenCeS SInCe beIng eLeCTed TO The aFL pLaYerS’ bOard In marCh.

“ I waS verY prOud and humbLed when, aT The 2011 aFL pLaYerS’ agm, I waS vOTed In aS a bOard member.” – JaSOn bLake

ON BOARD

Campbell Brown and Jason Blake.


•• aFL pLaYerS’ bOard ••

No matter how complex we break the game down into strategy, statistics or theories, our emotional investment in the game rests on that question of winning and losing.

Perhaps the hardest thing to grapple with for a player such as myself, one with very limited experience in industrial relations, is that the outcome of a Collective Bargaining Agreement (CBA) is not so simple.

As our leader Matt Finnis sat on a table alongside his AFL contemporary, Andrew Demetriou, down in Lorne before Christmas, there was no uniformed referee there to judge a definitive result, to hold the victors hand aloft.

The Players’ Association was very clear to its members about our objectives. The big ticket items were for a percentage of total game revenue, an annuity scheme to establish the best post-career benefits program in Australian sport, better injury compensation and a pay hike for

rookies, among many others. This was all underpinned by a broader objective though, the players wanted a seat at the table.

I thought the action on the field was valiant – this negotiation was a battle fought on many fronts, all of them ferocious and many of them unyielding. For much of the year there was the Great Battle of the Media, it had everything you would want in a great drama. Jibes from both sides, there were leaks, cries of foul play and even the odd attempted character assassination.

At other times the Players’ Association sat across the table from the AFL and the negotiation was no less intense in that environment. Observing from the safety of being a few seats along from our senior management trading blows with the beefed up team at the AFL was an experience I will never forget. It wasn’t just the art of negotiation that dawned on me that night, but of this new vocabulary that players have

now had to adapt to. A percent of gross revenue was one thing but then entered the complexities of government CapEx grants and low margin gaming revenues. This language, once foreign to the masses of most AFL players, is now a language with which we should speak fluently by the next CBA.

My generation can still remember the sight of seeing all the league players together united as one at the Radisson hotel back in 1993. It has since become an iconic image and a pivotal moment in the game, especially the relationship between players and the AFL. Who’d have thought nearly 20 years on history would be repeated, albeit with national video conferencing and a vastly different fashion sense amongst attendees. My board colleague and AFL Hall of Famer Simon Madden bridged the gap of generations on the night and no doubt another generation of young footballers would’ve taken notice.

As I mentioned earlier this CBA could never be about a simple win or loss, it is made up of a thousand shades of grey. Our greatest accomplishments (“ours” being the whole game in this instance) may not

fully reveal themselves for many years to come but that’s the philosophy the Players’ Association has always taken – responsible eye on the future of its members. They tell me that industrial relations is about carving out improvements and building respect for your position over time. If this is the benchmark against which we are judged then I’d like to think we have taken some solid strides forward, but unlike a game of football there is no siren.

We must keep running with the ball.

“ we have Taken SOme SOLId STrIdeS FOrward, buT unLIke a game OF FOOTbaLL There IS nO SIren.” – rOberT murphY

RUNNING WITH THE BALL

By Robert Murphy

•• aFL pLaYerS’ bOard member rOberT murphY prOvIdeS hIS Take On The Cba negOTIaTIOnS.

Adrian Anderson, Andrew Demetriou and Matt Finnis at the media conference in Lorne.


•• ObJeCTIveS ••

#weareunited

At around 4pm on the afternoon of the Player’s Meeting, I was in my usual weekly routine receiving a massage at Windy Hill from big Craig Yorsten.

As I lay on the table, I began to wonder what the evening’s meeting would entail, as having been in the system for seven years now, this was far different to anything I have ever been involved with.

I have been strongly supportive of Matt Finnis and his team throughout these negotiations and admire the way they have gone about their work, so was eager to show my support, as were all the boys at the club.

As we piled into the bus, the group of around thirty were abuzz, intrigued to hear what the Association had to say as we knew they were going to inform us about the latest CBA offer from the AFL.

As footballers, we attend certain events en masse throughout the year such as the Brownlow and MVP, but this was a meeting which had been organised by the players so it had a sense of something historic and special.

As we arrived at the venue, Welshy and I ducked away to get a bite at Shu Noodle Bar and saw players from all clubs scattered throughout the venue. It was a pretty surreal experience as everyone was dressed in casual clothes and chatting between clubs and as we stopped and said a quick hello to

Sess (Steve Alessio) I couldn’t help but feel the sense of occasion.

After our feed, we rode the elevator to the Palladium and were met with a packed foyer of around 400 players from all clubs ranging from rookies to veterans spread across the room, with an additional 300 players connected via video link from the other states.

We made our way to the main room and grabbed a seat with Cale Hooker, as Matt Finnis introduced the panel. On either side of the stage there were giant screens which Matt explained were broadcasting the event to players around the nation.

It was these screens which impressed me the most as I could see players from every state and it gave me a real sense that we were all in this together no matter where in the country we were situated.

Luke Power opened the event with a stirring speech:

“This meeting gives us the chance to talk about where we’re at, where we’re going and how we’re going to get there.”

“It’s about respect for each player, but also respect for your Association,” Power said.

“Players want to be treated as a genuine partner in the game.”

As players this CBA has not just been about money, but about a seat at the table, respect and a share of the game and what we were being offered just didn’t provide that and every player in that room felt the same.

With the players’ spirits rising, Simon Madden began speaking about the history of the organisation and the meeting at the Radisson in 1993. His message was clear - be courageous and supportive of one another and take responsibility because our stance today will benefit many generations of footballers to come.

Coming from a former Bomber this message resonated with myself and the boys and on the bus trip home was one of the talking points as we discussed ways we could further show our support for the Association and take a leaf from Simon’s book.

I must say that prior to this I haven’t had a huge involvement with the PA as most of our time is spent getting our bodies right from week to week and making sure we are as best prepared as possible. However at the conclusion of this event I felt a huge sense of pride both as an AFL player and also as a member of the Players’ Association.

By Angus Monfries

•• On June 29, Over 400 pLaYerS gaThered aT The paLLadIum aT CrOwn CaSInO, whILe InTerSTaTe memberS JOIned vIa vIdeO COnFerenCe TO dISCuSS The LaTeST OFFer FrOm The aFL In The COLLeCTIve bargaInIng negOTIaTIOnS. anguS mOnFrIeS reCaLLS hIS experIenCe.

Over 400 players packed the Palladium at Crown Casino.


•• pLaYerS’ unITe ••

By Matthew Pavlich

2011 AFL PLAyers’ Yea r I n r evI ew | 1 1

Each week we take the field to battle one another for 4 points but despite our rivalries AFL players recognise that there is much to be gained by working together.

As most would know, there are few more intense rivalries than that between the West Coast Eagles and Fremantle Dockers. However, what people may not see is that off-field I have worked closely with fellow Players’ Association Board member Adam Selwood

As a player it can be easy to get caught up in the day-to-day of training, playing and recovery, and not look at the bigger picture. But by taking a moment to listen to your peers and support each other,

we are able to stand together to collectively negotiate and have a voice on the issues that affect us.

But further, we have demonstrated that when players work together we can also pursue great outcomes for the game (such as via our collective investment in game development programs) and the broader community (such as tackling racism or youth homelessness). In this sense, everyone benefits from a playing group which is as united off the field as we are competitive on it.

Driving Change•• maTThew pavLICh TaLkS abOuT JOInIng FOrCeS TO advOCaTe FOr ImprOved COndITIOnS FOr aLL pLaYerS.

to advocate on a range of issues that affect players. It is through both playing against Adam and this process of collaboration where I have gained the utmost respect for him and what he has been able to achieve.

For example this year we took a collaborative approach to the issue of improving travel arrangements for players.

Living in Perth both our preparation and recovery can be heavily impacted by the

long hours we spend travelling, and it was imperative that we worked together

to express our views and pursue outcomes that ultimately assisted in benefiting the collective playing group in the long run.

As representatives of the players, it is important that we recognise the responsibility we have for the collective, and provide a voice on the issues that affect all players.

So whether it’s about terms and conditions like travel

arrangements, injury benefits or bigger ticket items like commercial

rights and retirement schemes, I believe it’s important to stand up and

have a voice, so that players receive long term benefits – now and long after they have left the game.

“ IT IS ImpOrTanT ThaT we... prOvIde a vOICe FOr The ISSueS ThaT aFFeCT aLL pLaYerS.” – maTThew pavLICh

Andrew Selwood raising the issue of travel arrangements at the Directors

and Delegates Conference.

•• advOCaCY & repreSenTaTIOn ••

By Jude Bolton

As I looked around the room, players began raising their hands as a sign that as a collective group we were ready to pass the motion presented by Matt Finnis to accept the most recent Collective Bargaining Agreement offer from the AFL, and end the negotiations which had been running for well over a year.

It was this moment which will become one of my proudest as a delegate and member of the Association, with our leaders Luke Power and Luke Ball at the front of the room and Matt Finnis on the stage. It was clear that as an Association we had never been more united on an issue and as a playing group, never more galvanised by our Association.

Since negotiations began there have been several pivotal moments – one of which was the historic meeting of all players at Crown Casino in mid July.

This meeting had seen over 700 AFL Players connected nationally via video link as our Association presented the latest offer from the AFL for us to vote on, and provided the public with a glimpse of the unity of our playing group in supporting the PA as they entered the next phase of the negotiations.

Five months on, and we were sitting in a conference room at the Mantra Hotel in Lorne deliberating over a comprehensive package of benefits, which had increased significantly from the offer we had rejected at the meeting at Crown. We were now faced with the challenging question of whether we, as representatives of the entire playing group, were willing to accept this offer.

This offer had a number of great benefits for players at different points of their career, with rookies set to get a very decent increase and also the introduction of a world class retirement scheme which will benefit players for generations to come, and will likely be the biggest legacy of this new CBA .

With these benefits being presented, the atmosphere had become very serious as we sat in silence, listening intently as Matt explained our options and detailed what the next stage of negotiations would be should we decide not to accept this offer. Within the media there had been a lot of speculation that over this two day conference the deal would be agreed upon, however as Matt spoke to us he made it very clear that the decision was up to us.

We were very aware as directors and delegates, that we are in fact representing the entire playing group which is an honour and something we take incredibly seriously.

At the conclusion of Matt’s presentation there were plenty of questions and once these were clarified the motion was put to the vote and unanimously supported.

This historic moment was one that none of us will ever forget and was another huge step in the evolution of our Association.

With the resolution passed the players left the room as the Players’ Association staff began preparing for the media conference with AFL boss Andrew Demetriou and his team on their way.

The events that followed have been well publicised with the symbolic handshake between Matt Finnis and Andrew Demetriou signifying not only the end of the negotiations but more importantly the sign of respect which properly exists between players and the game in securing an agreement which is fair and reasonable for all.

The support from players throughout the league via social media was a fitting finale as many voiced their

•• The COLLeCTIve bargaInIng agreemenT waS vOTed On bY The pLaYIng grOup aT The 2011 dIreCTOrS and deLegaTeS COnFerenCe. SwanS Jude bOLTOn ShareS hIS memOrIeS OF The evenT.

“ we were verY aware aS dIreCTOrS and deLegaTeS, ThaT we are In FaCT repreSenTIng The enTIre pLaYIng grOup whICh IS an hOnOur.” – Jude bOLTOn

Players voted unanimously to accept the Collective Bargaining Agreement offer from the AFL.

DelegatesShape Future


» 2011 aFL pLaYerS’ aSSOCIaTIOn bOard OF dIreCTOrS

Luke Power – President Luke Ball – Vice PresidentAdam GoodesDrew PetrieRobert MurphyBrad SewellMatthew PavlichAdam SelwoodJason Blake Matthew Finnis – CEO Simon Madden – Past Player Representative

deLegaTeS and aLTernaTIveS

ADELAIDEBen Rutten/Brad Moran

BRISBANEBrent Staker/Amon Buchanan

CARLTONBrock McLean/Lachie Henderson

COLLINGWOODHarry O’Brien/Nathan Brown

ESSENDONHenry Slattery

FREMANTLEPaul Duffield/Aaron Sandilands

GEELONGJimmy Bartel/Joel Selwood

GOLD COASTCampbell Brown/Maverick Weller

HAWTHORNXavier Ellis/Thomas Murphy

MELBOURNEMatthew Warnock/Lynden Dunn

NORTH MELBOURNEAndrew Swallow

PORT ADELAIDEJay Schulz/Matt Thomas

RICHMONDDaniel Jackson/Mitch Morton

ST KILDALeigh Montagna

SYDNEYJude Bolton/Ted Richards

WESTERN BULLDOGSWill Minson/Ben Hudson

WEST COASTBrett Jones

appreciation for the greatwork our team had performed in reaching this agreement.

Having flown down from Sydney with Adam Goodes (who sits on the executive) and Ted Richards, my fellow delegate, it was fantastic to be able to take something so positive back to our playing group.

Over the past year I have seen the attitude continue to change amongst our playing group as they gain a greater understanding of the work our Association does to support us, both throughout our careers and well into retirement.

As players we have seen the influence we have as a collective group when we

all stand together. The Directors and Delegates Conference was the venue for a historic day for the Association, however it will become one of only many as we continue to progress our claims through the Association which was established “For Players, By Players.”

“ ThIS hISTOrIC mOmenT waS One ThaT nOne OF uS wILL ever FOrgeT.” – Jude bOLTOn

Chris Newman.

Chris Dawes and Aaron Davey.

Brock McLean and Adam Goodes.

Players listen intently as Matt outlines the latest offer from the AFL.


•• d I reCTOrS & deLegaTeS COnFerenCe ••

The new CBA will ensure that AFL remains the pre-eminent sporting career of choice for Australia’s best athletes. It will also provide first-class playing conditions during a player’s career, as well as considerable benefits and protections for players post-career.

The agreement recognises the success of the game and the players’ critical role in that success. It has been achieved through the strength and unity of the playing group and it is a victory for today’s players and the players of tomorrow.

HISTORIC AGREEmENT DELIvERS FOR PLAYERS AND THE GAmE

THE CBA WILL DELIvER TO PLAYERS:• Comprehensivepackageofpaymentandbenefitsdesignedtoenshrineourgameas

the number one sporting career choice in Australia.

• Afiveyearcontractwithagenuinerightofreviewafterthreeyearsprovidescertainty of benefits, but ensures players are able to share in the growth of the game.

• Increasesinsalaries,commercialpayments,injurybenefitsandahistoricstep-changein developing a world-class retirement scheme.

• Improvementsinprofessionaldevelopmentandwellbeingsupport,andenhancedoutcomes in a range of terms and conditions which matter most to players.

• Bestpost-careerbenefitsinAustraliansport.

•• The aFL pLaYerS’ aSSOCIaTIOn SIgned OFF On a COLLeCTIve bargaInIng agreemenT (Cba) wITh The aFL In deCember 2011 whICh wILL deLIver a COmprehenSIve paCkage OF beneFITS TO pLaYerS FOr The nexT FIve YearS, wITh a revIew meChanISm aT Three YearS.

$236K $262K $301K2011: 2012: 2016:

Average player will earn: All Clubs must spend minimum:

over 2012-2016of the combined TPP and ASA limits (worth extra $2m)$1.398m 95%

Particularly benefits players from less financial clubs (AFL will fund these increases)

SALARY CAP / ASA INCREASESAVerAge Listed PLAyer sALAry to increAse

STEP CHANGE IN ROOKIE PAY• In2011,theminimumrookiesalarywas$35,000–onlymoderatelyabovetheAustralian

minimum wage. In recognition of the work undertaken by rookies and their contribution to their teams, a step change will occur over the next three years ensuring by 2014 the minimum rookie wage is just 10% less than a player drafted onto the primary list.

Year 2012 2013 2014 2015 2016

Increase 17% 19% 9% 3% 3%

Amount $41k $49k $54k $55k $57k

• MinimumRookiewagetobe10%lessthan3rdrounddraftpickin2014.

Important: Rookie wages still a minimum, with clubs not restricted from paying higher amounts.

THE KEY ELEmENTS OF THE AGREEmENT INCLUDE:• Afive-year agreement with

a genuine and comprehensive review at three years.

• Aminimumof$1.144 billion in player payments and benefits.

• TPP increases totalling 16.4% over the first three years, with a base of 6% over the last two years, with capacity for review.

• Considerableincrease in Rookie’s salaries.

• Increases in salary cap to 95% of the combined TPP and ASA limits.

• Establishing Australia’s first sports annuity scheme.

• DoublingoftheDeath and permanent Disability payment from $500,000 to $1 million.

• Increaseininjury benefits.


ENHANCED INjURY BENEFITS• Playershavesecuredapackageofinjurycompensationimprovementswhicharedesigned

to improve the safety net for players both during and after their careers.

• CompensationmaintainedforinjuriesatAFLlevel.

injuries in second tier coMPetitions:

cAreer ending injury:

HeLPing PLAyers And FAMiLies tHrougH trAuMAtic tiMes:

$35m $70mIn 2007-2011 reTIremenT Fund COnTrIbuTIOnS TOTaLLed:

In 2012-2016 reTIremenT Fund COnTrIbuTIOnS wILL TOTaL a mInImum:

HISTORIC SHIFT IN RETIREmENT BENEFITS• Themostsignificantlegacyofthisdealwillbetheestablishmentofanewretirementscheme

designed to provide a substantial nest egg for players to be available when players need it most.

• Basedontheexperienceofprofessionalsportsoverseas,theexistingretirementfundwillbereplaced with a scheme which provides players with a defined financial contribution each year which grows with the benefit of compound interest over the course of their career and beyond.

• Accruedretirementbenefitswillbedeliveredtoplayersonastaggeredbasis,yearsafterthey have finished playing the game.

$1m $250K P.A

deaTh and permanenT dISabILITY InSuranCe COver up FrOm $500k TO:

TO eSTabLISh ‘pLaYerS’ TruST’ TO prOvIde COmpenSaTIOn and SuppOrT FOr FOrmer pLaYerS wITh FOOTbaLL reLaTed heaLTh-baSed hardShIpS.

THEN

THEN

NOW

NOW

nO SeCOnd TIer InJurY paYmenTS

50% OF FInaL Year baSe COnTraCT

$750 per maTCh mISSed aFTer 3 maTCheS (Capped aT $8,500)

50%, 150% Or 200% OF FInaL Year baSe COnTraCT dependIng On a pLaYerS age

DEvELOPmENT AND WELLBEING ImPROvEmENTS• EveryClubrequiredtoemployfulltimePlayerDevelopmentManagerwithnocompeting

football responsibilities.

• Eachclubtoprovideminimumfourhoursperweekinclubscheduleforprofessionaldevelopment (separate to day-off).

• Eachclubtoprovideafixedmid-weekdayoffperclubfor12monthsofyear.

• Annualleaveentitlementsremainatnineweeks,butminimumsixweekperiodpostseasonfree of any employment obligations.

• Increasedfundingforplayereducationprograms,supportandwellbeingservices.

• GreateraccountabilityonLongServiceLeave.

• ‘AFLPlayerPathway’tobedeveloped.

ImPROvEmENTS IN THE LITTLE THINGS WHICH mATTER• Car-parking,seatingandsecurity

improvements.

• Travelstandardstobeincorporated into CBA.

• Reimbursementsanddeductionsclarified and limited.

• Grievanceprocedureenhanced.

• Playerappearancearrangementswill be restructured so players with more than five years’ experience can get credit for up to six appearances for approved personal community programs.

ENSURING PLAYERS SHARE IN GROWTH OF THE GAmE• Thepackageofplayerbenefits

contained in the new CBA are forecast to deliver players approximately25%ofindustryrevenue (excluding club gaming revenues and government facility grants).

• However,astheplayerscontributeto the growth of the game, this needs to be captured moving forward and under the new deal this is designed to occur in two ways:

» Profit sharing method to ensure players receive a share of AFL net profit above forecast

» A genuine review mechanism at three years incorporating incentives for both parties to reach agreement.

The CBA includes real benefits which will be a wonderful legacy for the game, and also reflect the significant contribution that the players make to the game’s success. It is a total career package that will look after the youngest players coming into the game, through to players many years after they’ve left.


•• OuTCOmeS ••

By Aaron Davey

The AFL Players’ Indigenous Camp is a genuine opportunity for Indigenous players to facilitate change within the AFL industry and the formation of the Indigenous Players Advisory Board at this year’s camp was a perfect example of this.

What began as just a concept presented to the players at the camp, became a reality when the collective group

voted for its immediate formation and an election followed. What we now have is an Advisory Board, chaired by Adam Goodes that will work at an advisory level with the PA on tackling issues specific to Indigenous players.

This was just one of the outcomes of this year’s camp which focused on the theme of legacy and encouraged players to consider what legacy they would like to leave on the AFL and importantly their community when their careers concluded.

As a young player entering my first camp in Broome in 2004 this was not necessarily something I had considered. I was probably more excited about being around guys like Andrew McLeod and Michael O’Loughlin who I admired for what they had achieved on the field and what they had done for their community.

Seven years on, I have become older and wiser and I realise these camps are about so much more than just being around your mates. They are about having a genuine impact on what the AFL industry will be like for young Indigenous players entering the system both now and in years to come.

We saw a record 69 players attend this year’s camp. I am noticing that players are really preparing for these camps and that individuals who have been around for a few years are taking a leadership role.

The camp this year was held over five days in Sydney with a range of educational sessions and activities held across Redfern, Blacktown and Central Sydney.

Players had the opportunity to learn practical skills such as how to manage your money and other financial strategies, as well as learning more about societal issues such as gambling and alcohol and how to avoid these pitfalls.

Hosted by Mark Yettica-Paulson, a founding member of the National Indigenous Youth Movement of Australia (NIYMA) and consultant in leadership management and community education, he focused on what legacy we wanted to leave which is an important thing to be thinking about when you first enter the system because guys like Buddy Franklin and Liam Jurrah are instant stars and are role models for young kids across the nation.

However, it is not just about the biggest names, but also about all Indigenous Players thinking about their legacy and how they can be a role model to young kids throughout society and particularly within their Indigenous community.

These camps also aim to give players the tools to achieve this legacy, by providing them with leadership skills which was the theme in 2008.

During that camp, every player spoke about where they were from and then discussed the hypothetical if they were in charge of a community how they would run it. This is a valuable practical exercise for players of any age and really stood out to me as one of the best things I have been involved with since these camps began.

It is also a good chance for clubs to learn more about our Indigenous culture. This year it was great to see club Player Development Managers (PDM) involved for the first time.

The PDM’s had the opportunity to not only learn from the players but also each other and gain an understanding of the challenges various clubs face. By sharing their knowledge clubs can better monitor players’ transition into the system so they are aware of signs that a player may require some assistance which previously they may have missed.

As we prepare for this new season with many new faces entering the system I look forward to meeting the next group of young Indigenous stars at the 2013 Indigenous Camp and I am sure it will be bigger and better than ever.

•• aarOn daveY expLaInS The evOLuTIOn OF The aFL pLaYerS’ IndIgenOuS Camp and hOw IT IS ChangIng The InduSTrY.

“ pLaYerS had The OppOrTunITY TO Learn praCTICaL SkILLS SuCh aS hOw TO manage YOur mOneY and OTher FInanCIaL STraTegIeS.”

2011 INDIGENOUS CAmP

Aaron Davey at the Camp.


The Indigenous Players’ Advisory Board is the first of its kind in Australian Sport and will work closely with the AFL and AFL Players’ Association to provide guidance on matters specifically relating to Indigenous players.

This fact is something our industry is very proud of, however what makes me just as proud is that the concept was driven by players during the 2011 AFL Players’ Indigenous Camp in Sydney.

During this camp, players discussed the idea and voted for its immediate formation. With the assistance of the AFL Players’ Association we have been able to turn this concept into a reality. This ability to bring a concept to life is a key factor when evaluating the success of these camps because it is important that when we get together as a group we do more than just talk about how to improve the landscape for Indigenous Players, we actually make it happen.

The election that followed saw a large number of applications which highlighted not only the willingness of players to be involved but also the high calibre of players wanting a position on the board.

The members who were elected are highly skilled, highly motivated, experienced and respected leaders and their contributions so far have been nothing short of outstanding.

Xavier Clarke, Graham Johncock, Roger Hayden, Aaron Davey, Chance Bateman, Nathan Lovett-Murray and Shaun Burgoyne were elected by their peers and I have been honoured to have been elected as the Chairman.

I have been fortunate to have had previous

By Adam Goodes

BREAKING GROUND

“ The memberS whO were eLeCTed are hIghLY SkILLed, hIghLY mOTIvaTed, experIenCed and reSpeCTed LeaderS.” – adam gOOdeS

Board experience in my role as an executive member of the Players’ Association and I think it is important for future Indigenous player leaders to be involved in these forums so that an Indigenous voice is heard on matters which are not only specific to Indigenous players.

During my fifteen years, I have seen dramatic changes in the landscape for Indigenous players and there is no doubt that the industry has grown in their cultural understanding of Indigenous diversity, however there are still many areas which can be improved.

And it is a two way street. We identified at our first board meeting that we need to better educate players about the services that are available through the Players’ Association. We want to encourage more players to take advantage of opportunities like the Education and Training Grants, which are available to all players and assist players with further education which can help when making their transition out of the game.

We also discussed the need to continue educating clubs and the industry about Indigenous culture. It is important that clubs know how they can assist Indigenous players during their time in the game and particularly when they are transitioning into the system and may be experiencing cultural challenges.

We also plan to work with the Association when they are considering culturally specific programs and this will assist future

generations of Indigenous players and ensure they stay in the system.

This is where the role of the Players’ Association is critical as it is the mechanism to make things like this occur and has been set up “For Players, By Players.”

Over the past couple of years I have seen the relationship between AFL players and the PA continue to flourish, and this is the same with Indigenous players who are actively thinking about how they can improve the industry and then communicating these ideas at events like the Indigenous Camp.

The engagement from players is better than ever and the formation of the Advisory Board aims to ensure that these ideas are presented more regularly and with the assistance of the Players’ Association we hope these will become a reality.

•• ChaIrman OF The newLY FOrmed IndIgenOuS pLaYerS advISOrY bOard, adam gOOdeS, dISCuSSeS ITS FOrmaTIOn and pLanS FOr The FuTure.

2011 INDIGENOUS CAmP

Indigenous Players’ Advisory Board.


•• I ndI genOuS pLaYerS advI SOrY bOard ••

By Mathew Stokes

•• In 2011, The aFL pLaYerS’ aSSOCIaTIOn LaunChed an anTI-vILIFICaTIOn CampaIgn FeaTurIng hIgh prOFILe pLaYerS. maThew STOkeS TaLkS abOuT hIS experIenCe durIng The CampaIgn and whY he waS paSSIOnaTe abOuT beIng InvOLved.

Midway through last year I was contacted by Indigenous and Multicultural Manager, Nadia Taib and asked to be involved in a campaign with a simple message – that racism – on or off the field – is unacceptable.

The Association was looking for players with genuine passion to drive this campaign as the PA Board had indicated that this was an issue that needed addressing.

I believe AFL players need to take a role in social leadership when the opportunity arises and given this is a topic very close to my heart I felt humbled that I had been asked to be involved.

Players before me have used their influence to change people’s attitudes on this topic – Michael Long and Nicky Winmar come to mind – so I wanted to continue what they started to ensure vilification no longer exists on the ground.

Ourcampaignmessage,‘Ourteamismade up of many colours. Wear them with

pride, not prejudice’, encourages footy fans to celebrate and respect the diversity of people playing football at all levels.

The players involved highlight how diverse the AFL playing group is with Aaron Davey (Indigenous), Setanta O’hAilpin (Irish, Fijian and Samoan family background), Nathan Grima (Australian with Maltese background), James Frawley (Australian), Raphael Clarke (Indigenous) and Shaun Burgoyne (Indigenous) all lending their support.

The key point we wanted to emphasise is that this was not about being Indigenous; it is about removing vilification of any form as this behaviour is unacceptable.

I’vebeenplayingfootyforover15years,from when I was a young kid at the Palmerston

Magpies to now playing for the Cats, and I can tell you there is a big difference between barracking hard for your team and hurling racist abuse from over the fence.

There would be some people who don’t realise how prevalent vilification still is within

TACKLING vILIFICATION

our society so it is important that people are made aware of it. By shining a light on it we can show people how ugly it is and hopefully stamp it out.

The campaign image (right) featured in the Herald Sun as well as posters being displayed around Etihad Stadium.

As it was very topical at the time, players also performed radio interviews as there had been a few incidents throughout the year and people were in support of the campaign saying “enough is enough”.

Several of the players featuring in this campaign have also taken a leadership role as members of the Indigenous Player Advisory Board. Shaun Burgoyne and Aaron Davey have both been elected to the Board which was formed in 2011 and will play an important role in ensuring the AFL landscape continues to improve for Indigenous players.

They will seek to work closely with the AFL and Players’ Association on topics relating to Indigenous players and we can only hope that in years to come this issue of vilification in sport is something that will have been stamped out and they can concentrate on increasing cultural awareness and celebrating the diversity of our sport.

“ ThIS waS nOT abOuT beIng IndIgenOuS; IT IS abOuT remOvIng vILIFICaTIOn OF anY FOrm.” – maThew STOkeS

An incident involving Majak Daw left the AFL community saying enough is enough.


•• anTI -vI LIF ICaTIOn ••

We come from different backgrounds. We play for different teams. We are united by our great game. We strive for the respect of our fans and peers. There is no respect in racism.

Our team is made up of many colours

Wear them with pride, not prejudice

Earlier this year, I learnt the power of social media when I tweeted about an article by Peter Costello where he stated that parents should

largely venting my frustration when I sent my tweet in response to what I perceived was an unprovoked attack on AFL players for performing what I consider a good service.

The Costello article had not only questioned our ability to run these school clinics, but questioned our motivations and morals.

“Footballers are not chosen for their moral principles. They do not go into a national draft for budding philanthropists,” wrote Costello.

“They can run and catch and kick a ball. What are the clubs thinking when they send them to schools to give guidance on life skills?

“Any right-thinking parent would quake with fear to hear that footballers were coming to their daughter’s school to give a little bit of inspiration.”

Costello had clearly not done his research or he would know that we are actually qualified to run these clinics. Every player in their first year of AFL football takes part in the Football Apprenticeship program (Certificate III) where one of the core units involves learning how to construct and deliver an AFL clinic to kids.

We are assessed on clinic lesson plans, must submit workbook activities, sponsorship proposals as well as a variety of other assessments and the entire clinic we coordinate is videoed and submitted as part of our assessment. So in actual fact we are very qualified to run these clinics, but that is not why I was offended.

I was offended because having experienced the smile on children’s faces when they meet their favourite player I know these visits mean a hell of a lot to these kids. Furthermore I know this because I remember the excitement when players would visit my hometown of Bendigo and as kids we would see them in the local paper and hope to one day maybe meet them or one day play footy just like them. They were our heroes.

In years past, articles like this would have just been another whack for players who have been an easy target due to our inability to defend ourselves without sounding like we are complaining or ungrateful for the opportunity we have.

However, what we saw this year is the power that social media provides to all members of society, including AFL players.

I was not the only one who decided to weigh into this debate. Several of my peers

By Joel Selwood

POWER OF NOW•• JOeL SeLwOOd dISCuSSeS The SOCIaL medIa STOrm FOLLOwIng a peTer COSTeLLO arTICLe CrITICISIng pLaYerS.

“ pLaYerS nO LOnger reLY SOLeLY On TradITIOnaL medIa TO be heard.” – JOeL SeLwOOd

“quake with fear” at the thought of AFL players running school clinics.

“Tweeps save yourselves some time today and don’t read Costello’s rubbish in the paper! He’s got no idea! #proudtobeanaflplayer,” I tweeted.

I was highly offended as having been in the system for a number of years I, like all players, am passionate about giving back to the community and genuinely enjoy it.

I had come across the article not long after having woken up and logged onto the computer to check some NBA scores. My initial reaction was genuine ire and I was

Joel Selwood.

Joel Selwood running a school clinic.


also became involved with Nick Maxwell being an example of a player who provided some real statistics relating to these visits.

“More than 816 players x 26 appearances everyyr??Hemusthavean‘S’onhischest!!!”tweeted Maxwell.

It created a ground swell and as momentum gained, media outlets across the country began running stories on the response from the players. The topic was trending nationally and more importantly the players and fans had the opportunity to voice their views.

Fans joined in providing countless stories of the joy they had experienced as kids when visited by their heroes and shared the joy of their own children and the excitement and anticipation when they know a player is coming to their school.

They also shared details of the community work that players are involved in, including the AFL Players’ Charity, Ladder, which all players financially contribute to and many find time to assist with mentoring those enrolled in the program which helps tackle youth homelessness.

“AFL players have supported Salvos’ work with the homeless for years and have now set up Ladder Project helping homeless youth. Costello ?????,” tweeted a fan.

The point of this story is that players no longer rely solely on traditional media to be heard. We have a voice and we have full control over it. Our Association has provided us with the guidance and training in this medium and have armed us with this knowledge so that we are free to explore the possibilities of digital media.

What the future holds in this space for fans and player relationships is going to be very exciting but you can be certain that when we discuss AFL players in social media in 2012 there will be a lot more players onboard.

By Andrew Swallow

With over 200 current and past players now on Twitter and many with their own website, I think it is pretty clear that most of the guys see there is real value in having a presence in the digital realm.

For me, I find it great to connect with fans on a more personal level. You get a lot of fans asking questions and providing support and it is nice to be able to engage and respond.

You can see what has happened in US sport and how social media has led to sponsorship deals and opportunities for players to build their own brand and I think sports personalities in Australia are starting to

recognise this opportunity as well.

It has revolutionised the way players and fans interact in the US and has

also allowed

•• andrew SwaLLOw IS JuST One OF Over 200 paST and preSenT aFL pLaYerS On TwITTer. he TeLLS uS whY SOCIaL medIa IS beCOmIng SO pOpuLar amOng aThLeTeS arOund The wOrLd.

players to fight for causes they are passionate about.

This year we had a similar opportunity in what was a huge year for the players, with the all important CBA negotiations taking place.

It was a year of learning, not only through the negotiations but also learning the real power of social media as we utilised it to educate the public on the negotiations, conveying our opinions on the various claims and most importantly showing our support for our Association throughout their negotiations with the AFL.

At our player meeting held at Crown Casino in Melbourne, there were over 700 of us connected nationally via video link with screens set up in each state where players were stationed. But what was just as exciting was that through social media we were connected and united as a group and through players tweeting we were also able to connect fans to this historic moment.

The next year is going to be fascinating to see how this evolving area develops and I believe in years to come there will be more AFL players using social media than nearly any sporting code in the world.

For our entire industry this is incredibly exciting and there is no stopping this now. As a collective we are embracing social media because at the end of the day it is what is best for the players, the fans and the game of AFL football.

“ whaT The FuTure hOLdS In ThIS SpaCe FOr FanS and pLaYer reLaTIOnShIpS IS gOIng TO be verY exCITIng.” – JOeL SeLwOOd

mAKING IT PERSONAL

2011 AFL PLAyers’ Year I n r ev I ew | 21

•• SOCIaL medIa ••

the past 24 months. We are truly grateful to each and every individual that is helping us to reach out to young people in need. With growing support, we are confident that we can achieve our bold vision to have a presence in every state that hosts an AFL team by 2020.

After opening the doors almost two years ago, the Ladder Hoddle Street Partnership with the Victorian Government, Melbourne Citymission and Yarra Community Housing continues to go from strength to strength. Twelve self-contained apartments for young people affected by homelessness provide a solid foundation for the delivery of the innovative Ladder mentoring and life skills programs.

In February 2011 we launched our second site – Ladder St Vincent Street in Port Adelaide. Working in partnership with the State and Commonwealth Government

and St John’s Youth Service, this project has surpassed our expectations in the first six months of operation. Ultimately, 23 young people in South Australia now have the opportunity to progress to a safe, stable and secure future as active members of our community.

By far one of our biggest achievements in the past year has been to witness the first wave of young people making the transition to independent living after 24 months at Ladder Hoddle Street. This is a huge milestone in the history of our organisation and is a great testament to the fact that our programs really can make a huge difference in the lives of young people and help them progress to the life that they deserve.

On behalf of these young people, our partners, ambassadors Andrew McLeod, Luke Ball, Jobe Watson and Matthew Lloyd and the entire team at Ladder, we thank you for your ongoing support. Together we can change lives.

By Mark Bolton

•• mark bOLTOn, FOunder OF The aFL pLaYerS’ CharITY Ladder, dISCuSSeS The aChIevemenTS FOr The OrganISaTIOn In 2011.

“ The COnTInued baCkIng FrOm The aFL COmmunITY haS been pIvOTaL TO SuCCeSSFuLLY eSTabLIShIng Our prOgram.” – mark bOLTOn

“ Our bIggeST aChIevemenT In The paST Year haS been TO wITneSS The FIrST wave OF YOung peOpLe makIng The TranSITIOn TO IndependenT LIvIng.”

A Solid FoundationWe’ve come a long way since 2007, when a group of former players recognised they could do more to address the issue of youth homelessness. Without their passion and the financial contribution to the AFL Players’ Association Charity Fund each player makes

whentheytaketothefield,almost50youngpeople would not be facing a future of opportunity today.

The continued backing from the AFL community has been pivotal to successfully establishing our program in two states in


By Luke BallSTEPPING UP

Over the past 12 months, in my role as an Ambassador for Ladder, I have had the opportunity to be involved with a number of campaigns including the “One Team Campaign” which was launched in August.

The campaign (left) was designed to raise funds and awareness of youth homelessness as

we asked fans to join our team by donating, sharing the message or purchasing a

premiership cup pin to provide financial assistance to tackle this issue.

I worked alongside Jobe Watson and Andrew McLeod, both Ladder Ambassadors, as we were involved in photoshoots, video production and a variety of other promotional

activities which were rolled out through traditional and digital

media over the weeks that followed.

It has been a fantastic year for our charity and through campaigns like this we have managed to reach many more members among the broader

community, as well as engaging more

AFL players to lend their support in mentoring roles for the young people who are currently assisted by Ladder.

I feel very passionately about our charity and I think the time has definitely come for the AFL community to be more vocal about what I often describe as “footy’s best-kept secret.” Every player contributes $25 to the charity after every

senior match, which helps Ladder plan for the year ahead with a level of financial certainty, but we also want to start raising awareness among the broader community so we can generate even greater results.

Through this support as well as the generosity of the broader public we have achieved significant milestones over the past year including:

Assisting more than 40 homeless young people along their journey to independence in Victoria and South Australia. This year alone, the Ladder Hoddle Street partnership with Melbourne City Mission and Yarra Community Housing in Melbourne has witnessed six young people complete the 24 month support program to live independently in the community.

We also officially launched the Ladder St Vincent Street partnership, in Adelaide. Since opening in February, 100% of the young people in the program have engaged in education, training or employment, setting them on the right track to independence.

Significantly expanding the network of AFL players and elite female athletes involved as volunteers in Ladder mentoring. With plans to deliver over 1000 hours of one on one support in 2012, Ladder mentors are focussed on identifying personal strengths and guiding young people towards their dreams.

Sadly, statistics show that the need for support for vulnerable young people couldn’t be greater. Ladder’s vision to establish a presence in every region that plays host to an AFL team in the next eight years, provides us with a clear role to play to contribute to the national agenda to halve homelessness by 2020.

I thank my AFL colleagues for directly helping us to achieve this vision and commend the entire AFL community for their commitment and leadership. I look forward to the year ahead and together we can achieve better outcomes for homeless young people across Australia.

•• Luke baLL dISCuSSeS The paST 12 mOnThS In hIS rOLe aS an ambaSSadOr FOr Ladder, havIng had The OppOrTunITY TO be InvOLved In a number OF aCTIvITIeS InCLudIng The “One Team CampaIgn” whICh waS LaunChed In auguST.


•• Our CharITY ••

By Ian Prendergast

PROFESSIONAL DEvELOPmENT FOR ACCREDITED AGENTS

•• The aFL pLaYerS’ aSSOCIaTIOn have InTrOduCed COnTInued prOFeSSIOnaL deveLOpmenT FOr aCCredITed agenTS. generaL manager pLaYer reLaTIOnS Ian prendergaST expLaInS hOw ThIS wILL beneFIT Our memberS.

In 2011, we received a record number of Accredited Agent applications, up 24 from last year, indicating that the industry has never been stronger.

With over 60 accredited agents from 40 companies currently competing for the best talent in the country, we saw the value in introducing a new Continued Professional Development program which will help ensure agents are at the top of their game.

Essentially what we are doing is introducing a system which requires current player managers to undertake a specific level of professional development annually, with a minimum number of points required to remain accredited.

The Continued Professional Development units we have organised are designed to assist agents in their day-to-day challenges.

For example, we held one unit earlier intheyearentitled‘PlayerPrivacyintheDigital Space’. Justin Quill, from Kelly Hazell Quill Lawyers, provided guidance on the legal protection AFL players have in the online space and as one of Australia’s most experienced media law practitioners, he was able to provide agents with an understanding of a player’s legal rights in cyberspace.

We also held a “Mind Your Game” session where agents underwent a Mental Health Education Workshop. This is important as agents play an important role

in supporting AFL players and through this program we aim to assist managers in identifying the early signs of mental health issues and provide them with the skills in how to navigate these often tricky conversations.

The Players’ Association also have a network of Psychology consultants who work with players and it is important that agents know their role in the referral process to help facilitate players receiving this help if required.

The referral process from agents is just another crucial step in ensuring we provide the highest standard of support to players in this area.

2011 Agents Conference at Etihad Stadium.

By Dan Richardson

The industry is highly competitive, because these agents have a long-term approach and are involved for the right reasons, not looking to make a quick buck or boost their ego.

During this time I have observed the changing relationship between agents and the Players’ Association, and I think the Association are playing a more active role in communicating with agents and vice versa.

Both parties have a clear understanding of their roles and responsibilities, and in years past when there have been clashes, it may have been because this distinction was not as clear.

The Association’s key role, from my perspective, is to implement and administer accreditation processes, implement and enforce codes of conduct, and also mediate disputes between agents and players.

However the reality is that the best way of enforcing a code of conduct is for the agents to police themselves and set a standard for each other.

It is important for agents to want to continually improve themselves and it has been great that the Players’ Association has introduced the Continued Professional Development units to help agents keep up with important changes or challenges within the industry.

Every agent should try and attend these events, which unfortunately does not always occur, however I do appreciate that this can be a very reactive job and often important matters can arise at the last minute.

The industry is continuing to evolve with good industry relationships being as crucial as ever. The one thing I would like to stress though is that, while an agent’s priority must always be to act in the best interest of their client, it is important to balance this with an awareness of the issues facing clubs and the game.

In my view, this is what makes a good agent.

AN AGENT’S vIEW•• dan rIChardSOn haS been a pLaYer agenT FOr Over 12 YearS and CurrenTLY SITS On The agenT aCCredITaTIOn bOard. he reveaLS whY he beLIeveS The quaLITY OF agenTS haS never been hIgher.


•• pLaYer agenT eduCaTIOn ••

By Jarryd Roughead

The next stage of the process is for the PA to print out as many Certificates of Authenticity (COA) as required for that memorabilia program. A key aspect of the program is the holograms containing unique codes that are placed on each item of memorabilia, ensuring the fans have confidence that they have purchased an authentic AFL product.

The holograms with the unique codes (which come in triplicate) are then placed: one on the memorabilia item, one on the

items COA and the final one is held at the PA’s central filing system as a record of the item being produced.

Every official and authentic AFL memorabilia item will carry both the AFL Players’ Authenticated COA and the unique hologram ensuring the message to our fans that – we as players, have signed this.

Which is how I became involved with the program. It became apparent last year to all involved that, we needed to share this authenticated message with the wider football loving and memorabilia collecting public. Understanding that it was an important message to share I, along with St. Kilda’s Lenny Hayes and Collingwood legend Nathan Buckley shot a short commercial with asimplemessageforourfans‘weallwantto own our own pieces of football history, so make sure your investment is authentic’.

AFL Players’ Authenticated

•• The pLaYerS’ aSSOCIaTIOn have InTrOduCed an auThenTICaTIOn prOgram TO enSure The prOduCTS beIng SOLd are The reaL deaL. JarrYd rOughhead expLaInS whY ThIS IS ImpOrTanT FOr The InduSTrY.

As long as the game has been in existence there have been those who want to get a photo with or an autograph from their favourite player. Family days are pretty much built around being able to rub shoulders with the entire team and as players we enjoy being able to give back to those who get so much enjoyment from watching us play.

With more and more non-authentic memorabilia entering the market place our Association, the AFL and Elite Sports Properties joined forces to help our fans make informed decisions about the products they are purchasing.

“ The aFL pLaYerS’ auThenTICaTed prOgram IS wOrkIng wITh CLubS and pLaYerS TO make Sure ThaT The ITemS FanS are purChaSIng are auThenTIC.” – JarrYd rOughead

In 2011 the AFL Players’ Authenticated Program was created and is working with Clubs and Players to make sure that the items fans are purchasing are authentic. This is done using a number of steps.

Firstly we now have an AFL Players’ representative present at each of the signing sessions we complete. This can be an AFL Players’ staff member or on most occasions the player delegate from that Club. That representative must observe and count all of the items being signed for the program, take a photo of the athlete signing the product and get the athlete to sign a declaration form to verify his signature.

Lenny Hayes shot a short commercial as part of his involvement in the Authenticated campaign.

2011 AFL PLAyers’ Year I n r evI ew | 25

•• L I CenSI ng & markeTIng ••

By Matti Clements

As with people in other workplaces, stress experienced by athletes can cause social, relational, psychological and physical problems. This can impact on a player’s ability to perform in their workplace, in their family and social lives, and it can limit their success.

To help tackle this, the AFL Players’ Association has worked in conjunction with Brendan Pawsey from HealthMaps to develop the PlayWell project. This project was launched in 2011 and builds resilience in AFL players by helping them develop healthy coping strategies to deal with the inevitable stresses that come with the job.

The Playwell Program was introduced into our Football Apprenticeship program to ensure all first year players learn crucial skills to help them understand the importance of

mental and emotional development as well as physical fitness.

The Playwell Program is a six session program, four sessions for first year players and two for second year players, helping to provide a framework for vocational, social, emotional, physical and psychological health in order to develop the player both on and off the field.

It covers all areas of a player’s life such as relationships, coping with the pressures of being in an elite environment and relocation. It teaches players about what it means to be healthy, focusing on having all-round health, including mental and emotional health as well as physical health.

It also teaches players how to recognise the signs of stress, what happens to our

•• In 2011, The aFL pLaYerS’ aSSOCIaTIOn InTrOduCed The pLaYweLL prOJeCT TO heLp pLaYerS buILd reSILIenCe and deveLOp heaLThY COpIng STraTegIeS TO deaL wITh The InevITabLe STreSSeS ThaT COme wITh The JOb. weLLbeIng ServICeS’ manager maTTI CLemenTS expLaInS whY menTaL heaLTh IS nOw COnSIdered JuST aS ImpOrTanT aS phYSICaL heaLTh FOr aFL pLaYerS.

WELLBEING SERvICES

body during this time and how to monitor this situation and react to the problem at the early stages.

This year we recorded stress as the number one reason for referrals to psychologists by players, so developing coping skills is very important.

As well as stress, the other four reasons for referral were anxiety and depression, relationship issues, medical or injury, and football performance.

What is encouraging is that with the stigma of seeing a psychologist becoming a thing of the past, we are seeing more players self referring to access one-on-one help from our team of psychologists who are positioned around the country.

Players are now looking at mental health in the same way they view visiting a physio or any other practitioner and are looking at it more as an enhancement. This is a trend which should certainly be applauded.

Another encouraging sign is that those who have referred are on average engaging in six sessions for therapy which indicates that players are engaging with the therapy and following the process through.

As we continue to increase the focus on wellbeing in 2012 the signs are very positive that the industry is evolving in its understanding of these services and the importance of mental wellbeing is beginning to be considered just as important as physical wellbeing in the life of an AFL player.

Matti Clements, Dan Jackson, Jay Schultz, Rayden Tallis.


•• weLLbeIng ••

By Brett Johnson

Season 2011 saw the successful introduction of a re-structured service model for all AFL players. This model focussed on our Career Transition programs and required the employment of a new staff member in ex Crows player, John Hinge. This appointment meant that for the first time the PA has extended its presence beyond Victorian borders.

Already the AFL Players’ Association has witnessed a greater uptake in our Career Transition programs as well as our Education and Training grants as a result of the restructure. The Regional Managers have also been able to provide greater support for club Player Development Managers in regards to their playing list and also what is best practice in the industry in the area of Player Development and Wellbeing.

In my previous role as Player Development Regional Manager I was also experiencing an increase in the number of players approaching me with questions in relation to workplace conditions, player agents, living away from home allowances as well as a variety of questions about the various programs we offer.

An example of this was when I was assisting a first year player with transferring

PLAYER DEvELOPmENT

his studies from Western Australia to

Victoria. The player ended up successfully

enrolling in cross-institutional study due

to the lateness of the application. As a

result of building this relationship, the

same player contacted me later in the year

to enquire about his Living Away From

Home Allowance and also discussed his

entitlement under the Collective Bargaining

Agreement. This example and many

•• In 2011, The aFL pLaYerS’ aSSOCIaTIOn reSTruCTured ITS pLaYer deveLOpmenT deparTmenT FrOm a TOpIC baSed STruCTure TO a regIOnaLLY OrIenTaTed mOdeL. generaL manager OF pLaYer deveLOpmenT, breTT JOhnSOn expLaInS hOw ThIS haS Led TO greaTer engagemenT wITh memberS.

“ SeaSOn 2011 Saw The SuCCeSSFuL InTrOduCTIOn OF a re-STruCTured ServICe mOdeL FOr aLL aFL pLaYerS.” – breTT JOhnSOn

others, further strengthen the concept of the Regional Managers being the main contact for players with any AFL Players’ Association matter.

As General Manager of Player Development, I am looking forward to building on the momentum of the restructure and the new CBA Player Development initiatives to provide a world class Player Development Program for our members.

Claire Mitchell-Taverner.

John Hinge.

Andrew Swallow speaks to new draftees at the 2011 Induction Camp.


•• pLaYer deveLOpmenT ••

Chris Judd’s achievement this year has only been achieved once before, by Brisbane’s Michael Voss (2003), and when you look at his record including two Brownlow’s, three Blue’s Best and Fairest, two Eagle’s Best and Fairest and also a premiership captaincy, it is easy to begin the discussion about where he stacks up against the greatest players to have ever played the game.

However, what I would like to focus on is not his on-field achievements, but rather try to provide an insight into one of the most meticulous and hard working professionals I have ever had the pleasure of training with who has done everything in his power to make him the superstar he is today.

When Chris entered the AFL system his shoulders were problematic, having had both operated on before he was 18 and in what was considered a highly talented draft, some were questioning whether his body would survive the rigors of AFL football over a ten year career.

What they may not have realised however, is the incredible discipline of the individual they were dealing with. Since I began playing with Chris I have seen first-hand his long hours of rehab, the never ending list of medical specialist appointments and an overall dedication to recovery as thorough as any player I have played with. It is this discipline, rather than luck, which is most likely the reason his shoulders have remained intact, despite the constant physical battering from opponents trying to find any way to throw him off his game.

As well as this, his meticulous approach to diet as well as regular yoga, pilates and other wellbeing sessions are a great example for young players wanting to learn how to properly prepare for a game.

And this is his leadership style. He is a leader of actions.

Of the leaders I have played under, Chris would be most like Kouta. They select their words carefully and when they speak everyone listens. They inspire on the field and never shirk an issue, they lift their teammates and are willing to take it upon themselves to turn the game. And most of all they have integrity and fairness which makes them so highly regarded as a leader throughout the industry.

I have seen Chris tear games apart time and time again, but one which stands out for me from last year is the round six game against the Swans.

As we entered the third quarter we were looking down the barrel of a loss in the wet at the SCG. The Swans were in their element as the rain came down and they continued to play their typical tough in close brand of football which has seen them achieve so much success.

By Kade Simpson

The players’ choice•• kade SImpSOn prOvIdeS a behInd-The-SCeneS InSIghT InTO The 2011 aFL pLaYerS’ mOST vaLuabLe pLaYer and beST CapTaIn.

Chris had been held to minimal possessions by Kieren Jack during the first two quarters, however unfortunately for the Swans, Jack rolled his ankle. This was a turning point in the game and Chris unleashed from this moment on and the rest is history. He racked up 33 touches for the game, 25 of which were contested and an amazing 15 were clearances with a wet heavy ball. It was one of the greatest individual displays I have witnessed and was enough for us to steal the victory.

It was on this night that he reminded everyone what a tough, inside, relentless leader he was and I think the entire league watched on in awe and respect as this leader pulled his team over the line.

While he had won the Brownlow in 2010, I would argue his form in 2011


“ ChrIS IS One OF The mOST meTICuLOuS and hard wOrkIng prOFeSSIOnaLS I have ever TraIned wITh.” – kade SImpSOn

By Drew Petrie

•• The mvp COnTInueS TO grOw In STaTure and drew peTrIe expLaInS whY everY pLaYer wanTS TO wIn The LeIgh maTThewS TrOphY.

There is nobody in a better position to judge the league’s Most Valuable Player than the AFL players themselves.

The reason for this is simple.Journalists are able to view the game

from afar, and umpires judge the game on its merits, but only players know what has occurred behind the scenes and the amount of time and strategy that has gone into minimising the impact of the opposition’s star players.

When preparing to play Carlton, every player has sat through intensive sessions outlining a strategy on how to minimise the impact of Chris Judd, yet we are continually left in awe as he manages to change the course of a game despite having two opponents wrestling him for an entire match.

He is the complete package as a player, combining amazing skill with electrifying speed and an ability to win the inside ball even in the tightest constraints and release his teammates. But the values which have earned him respect are far more simple. These are the values by which players judge their peers. He puts his head where others may fear to venture and shows a never ending willingness to compete and give everything for his team. These are the values which inspire his teammates and which every player strives to be known for.

These are the values which one player embodies above all others – the legendary Leigh Matthews.

The toughest player of the modern era, and arguably all time, Leigh was a leader of men who combined amazing courage and aggression with skill and versatility and although he never won a Brownlow he is considered by many the greatest player of all time.

He is the ultimate player’s player and for an AFL player to have their name associated with an award named after him would be an incredible honour.

This award will never be won by a loose, outside player who racks up possessions by winning the easy ball. It is for the brave. It is for the player who puts his head where others fear to look and for the team man who runs back with the flight when it is his turn.

It is for the men like “The King” Wayne Carey, who crashed packs and put terror into opposition backmen and changed the way the game was played, yet ironically never won a Brownlow but was voted the MVP.

It is for the forwards like Gary Ablett Snr, who combined freakish ability with a fearsome attack on the contest and fellow goal-kicking machine Jason Dunstall who was a dead-eye kick and had a ruthless competitiveness, yet both never won a Brownlow but were voted by their peers as the league’s best.

It is an award for those players who do not follow the prescribed training routine, and as players we know who they are, but rather endure the extra blood, sweat and tears because they are competitors and want to do anything to win.

And most of all it is for the players who are leaders of men who inspire their teammates and intimidate their opponents. These men have earned the right to have their name etched next to legends like Harvey, Lockett, Stynes, Williams, Voss and many more who have also won the Brownlow medal. For those who are fortunate enough to be recognised with this award they will have the honour from their peers of forever being known as having been considered the league’s Most Valuable Player.

mvPwas even better with teammates like Marc Murphy and Heath Scotland stepping up, it not only freed up Chris, but has also provided a challenge to take his game to a higher level (if that is possible) and it is great for our club.

He has the ability to bring his teammates into the game and even if he doesn’t get the ball he manages to drag players away which allows our other players to find space and win the footy.

He is an amazing player and fantastic leader and I feel privileged to have a front row seat and watch the AFL Players’ Most Valuable Player and Best Captain run out each week and represent the Blues.


•• mOST vaLuabLe pLaYer ••

madden medal•• when a pLaYer hangS up TheIr bOOTS, IT IS a ChanCe TO reFLeCT On whaT TheY have aChIeved, nOT OnLY On-FIeLd, buT aLSO reCOgnISIng TheIr greaTer COnTrIbuTIOn TO The game, TheIr perSOnaL and prOFeSSIOnaL deveLOpmenT and whaT TheY have COnTrIbuTed TO The wIder COmmunITY.

The AFL Players’ Madden Medal was created specifically to recognise those men leaving our game in a better state than when they found it, and remains the only industry award

honouring retiring players who have achieved excellence both on and off the field.

Named after former AFL Players’ Association Presidents Simon and Justin Madden, the award is voted on by the

Association’s Board and Delegates and assesses players based on their achievements over three criteria: Community Spirit, Personal Development and Football Achievement.

Entering its fifth year, the winners have been of the highest calibre with 2011 Madden Medallist Cameron Ling joining Brett Kirk, Michael O’Loughlin, Robert Harvey and Glenn Archer as champions who have been honoured.

The award was created in 2007, a year when some of the biggest names of the modern era retired including Chris Grant, Anthony Koutoufides, Nathan Buckley, James Hird, Mark Ricciuto and the eventual inaugural Madden Medallist Glenn Archer.

madden medal Winners2011 Cameron Ling

2010 Brett Kirk

2009 Michael O’Loughlin

2008 Robert Harvey

2007 Glenn Archer

2011 madden medal Nominees

Craig Bolton

Barry Hall

Cameron Ling

Cameron Mooney

Brady Rawlings

Tadhg Kennely

“ The aFL pLaYerS’ madden medaL waS CreaTed SpeCIFICaLLY TO reCOgnISe ThOSe men LeavIng Our game In a beTTer STaTe Than when TheY FOund IT.”

Ling receiving his medal.

Steve Alessio and David Parkin.

Cameron Ling making his acceptance speech.

These men shaped the modern game and dominated AFL football for over a decade, however only one had the privilege of being recognised as the Madden Medallist and this is why this award has become so prestigious – there can only be one winner.


By Joel Corey•• CamerOn LIng waS vOTed The 2011 aFL pLaYerS’ madden medaLIST . TeammaTe JOeL COreY TaLkS abOuT The geeLOng CuLT FIgure and whY he IS The uLTImaTe rOLe mOdeL.

» CamerOn LIng

A home town hero who became a triple premiership player, premiership captain and one of the most popular players to have ever played for the Cats.

Achievements: Three-time premiership player (2007, 2009, 2011), Premiership captain (2011), Captain

(2010 – 2011 inclusive), Carji Greeves Medal (Best & Fairest 2004), All-Australian (2007), Vice Captain (2007-2009).

Personal Development: Completing a Certificate IV in Assessment & Workplace Training, Bachelor of Teaching - Primary / Bachelor of Arts, Certificate III in Building, part owner in six Geelong bars, cafes and restaurants.

Community Spirit: An ambassador with the Sea

Shepherd, who continue to working to halt Southern Ocean

whaling, Ling also lends his support to Anam Cara House, a community service providing care for people affected by a life-limiting illness, as

well as volunteering at Big Brothers Big Sisters, which supports vulnerable young people by providing them with guidance, friendship and long-term positive role modelling from a volunteer adult mentor.

He also gives his time and support to Bravehearts, an organisation whose sole goal is to continue to fight to stop child sexual assault in our society.

246 139g a m e S gOaLS

Players differ as much as the opinions people hold of them.

I’d often take note of what people said about Cameron Ling, wondering if he was actually understood as much as he was appreciated. Strong in values, hard-nosed and a leader among leaders – rarely was a bad word spoken about him, yet on occasion a laugh was had at his expense. Usually, Cameron laughed along – and the wider football community loved him for it. The person people identified with on TV was the person he was around the clubhouse too.

Growing up in Geelong, Cameron’s roots were very much embedded in the town. His family is strong and wholesome, the type to generously give a hug when crossing paths or to drop food around unannounced. In his first year at the club they showed some vision of him as a young kid wearing a Geelong jumper, kicking the ball into the air over and over again, to thunderous laughter and applause. As the years move forward you realise sentiment in football is seldom the real thing, but it’s gold when it occurs.

Cameron’stransformationfroma‘larger’under 18’s footballer to an elite AFL player is legendary within the walls of Geelong. It started with a pre-season that left many players and staff actually wondering if he was sick. His ability to develop and get the most out of himself set him apart and as a teammate of similar age – let alone the example it set for the younger players – it was truly inspiring. No one island is ever the same and some of Cameron’s eccentricities were proof of that. He only ever did beach recovery, shunning the club’s facilities, adamant that salt water has super healing effects. On the special occasions he did join in recovery at the club, the boys would cheer and laugh at his mere presence. Personally I think he just wanted to surf more - but whatever works, I say.

Much is made of his off-field value in terms of leadership, but in my eyes on-field is where he excelled. Nigh on always playing on the opposition’s best midfielder;

continually setting up structures around and away from the ball; talking to teammates about their game; all while worrying about his own game. Just watching him play, you could tell he is a very smart guy. He has a concentration like no other and a selflessness that is rare in the modern game.

In the early years Cameron and I would play on each other at training. It took me four years to realise I had to break away for the good of my own personal development – I hadn’t had a kick at training that whole time!

In the latter half of his playing years, he was often referred to as the Mayor of Geelong. He has a great rapport with people from all walks of life – the perfect building block for his other life as a publican. He has several pubs in the Geelong district. He also has his building ticket and a teaching degree in the pipeline … in fact, I often wondered how he found time to actually play football. And for the amount of work he did in the Geelong community very little was common knowledge, I’d sometimes hear from others that he had attended events and given his time generously. If you asked him, he’d be happy to talk about it, but he’d never be the one to bring it up first.

An athlete can win premierships, medals and rings, but that is not the true test of the man. Cameron was, and is, a rarity. The player he was on-field holds true off-field – selfless to the core.

A FOOTBALLER’S FOOTBALLER


•• madden medaL ••

•• reTI remenTS ••

ADELAIDEScott Stevens: 144 Games (Sydney25;Adelaide119)Brad Moran: 21 Games (North Melbourne 3; Adelaide 18)

BRISBANEJamie Charman: 129 Games

CARLTONRyan Houlihan: 201 Games

COLLINGWOODLeon Davis:225GamesLeigh Brown: 246 Games (Fremantle 63; NorthMelbourne118;Collingwood65)

ESSENDONMark Williams:115Games (111 Hawthorn; Essendon 4)Andrew Welsh: 162 GamesDarcy Daniher: 6 Games

FREMANTLEByron Schammer: 129 GamesRoger Hayden: 128 Games

GEELONGMarcus Drum: 22 Games (Fremantle 22; Geelong 0)Cameron Mooney: 221 Games (North Melbourne 11; Geelong 210)Cameron Ling: 246 GamesDarren Milburn: 292 GamesBrad Ottens:245 (Richmond 129; Geelong 116)Mark Blake: 99 Games

GOLD COASTDaniel Harris: 160 games (North Melbourne 149 games; Gold Coast 11)Nathan Krakouer: 53Games (Port Adelaide 40; Gold Coast 13)

MELBOURNERobbie Campbell: 116 Games (Hawthorn 116; Melbourne 0)

NORTH MELBOURNEBrady Rawlings:245Games

PORT ADELAIDEDanny Meyer: 26 Games (Richmond 17; Port Adelaide 9)

2011 Player Retirements

RICHMONDWill Thursfield: 77 Games

ST KILDAMichael Gardiner: 181 Games (WestCoast129;StKilda52)

SYDNEYCraig Bolton: 199 Games (Brisbane Lions 29; Sydney 170)

Daniel Bradshaw: 231 Games (Brisbane Bears 3; Brisbane Lions 219; Sydney 9)Tadhg Kennelly: 197 Games

WEST COAST EAGLESBrett Jones: 102 Games

WESTERN BULLDOGSBarry Hall: 289 (St Kilda 88, Sydney 162, Western Bulldogs 39)Mitch Hahn: 181 Games

Cameron Ling and Brad Ottens shared many wins over the years.

Brett Jones.

Barry Hall after his last game.

Collingwood excitement machine Leon Davis.

Daniel Bradshaw celebrates a goal with Swans teammates.


By Steve Alessio

•• paST pLaYerS ••

I still remember the day when I decided to leave the game. Feelings of relief, uncertainty and excitement about the future were all the thoughts I experienced, however this may not necessarily be the typical case for a retiring player. Depending on their reason for retirement, their individual experience may be more positive or unfortunately more negative.

Today’s AFL Players’ Alumni program didn’t exist then. Many retiring players were left to their own devices essentially entering the workforce for the first time in their lives. It is a period of vast change, not having to adhere to strict training and meeting schedules for the first time in their lives, basically starting out in the same way a new school leaver enters the workforce, except at an older age.

Through the AFL Players’ Alumni, players will receive benefits and services across four main areas;• HealthandWellbeing• FinancialProsperity• ContinuingEducation• SocialConnections

1. Health & WellbeingPost career, I, like a lot of current and past players, have had several operations and have been thankful that as an Alumni member my Health Insurance Hospital Excess payments are covered by the program. I get expert advice under a bulk billing arrangement from a large national network of doctors through exclusive access to the AFL Medical Officers Association, which provides timely consultation, diagnosis, advice on treatment, referral and support on muscular skeletal issues and any on-going injuries or illnesses related to my football career.

2. Financial ProsperityAs well as these health benefits, I can also access the services of qualified financial advisers with experience in both the football and business worlds at a very reasonable rate. The Alumni program’s financial advisers can provide advice on investment recommendations, strategies, structures, insurances, budgeting, cash flow management, tax guidance and/or debt management at a rate that is heavily discounted compared to normal industry rates. My membership also provides the opportunity to become a part of the AFL

Players’ and AFL Industry Superannuation Plan which has benefits for a member of a large group superannuation plan, due to its associated buying power.

3. Continuing EducationCurrent AFL players are encouraged and supported like never before to engage in education and vocational pursuits that are designed to prepare them for life after football. Free professional development and IT courses are available through DRAKE Training for all Alumni. Open University Australia, a major partner of the AFL Players’ Association has also recognised the importance of this continued development by AFL players and in 2010 launched the “Learning for Life” Scholarship program which provides additional opportunities for AFL Players’ Alumni to gain further access to higher education.

4. Social ConnectionsAs AFL Players’ Alumni we enjoy coming together, meeting new Alumni and renewing

old friendship, through the continued development of unique events catering for Alumni members including the Madden Medal, an end of year function honouring the outstanding achievements of one retiring individual each year and officially welcoming all retiring and delisted players as AFL Players’ Alumni. An increased involvement is needed to support the great work all AFL Club Past Player Associations perform for their members including Golf, Bowls days and reunions.

If you’re a former AFL player with a minimum of one game’s experience under your belt then join the AFL Players’ Alumni program and enjoy the benefits, services and friendships of this unique program solely for AFL Players’.

•• aLumnI and COrpOraTe prOgramS manager STeve aLeSSIO dISCuSSeS The InTrOduCTIOn OF The newLY FOrmed aFL pLaYerS’ aLumnI.

“ The aLumnI prOgram’S FInanCIaL advISerS Can prOvIde advICe On InveSTmenT reCOmmendaTIOnS, STraTegIeS, STruCTureS...” »

The aFL pLaYerS’ aLumnI prOgram The AFL Players’ Alumni program is designed to provide a range of benefits and support services that assist and enable AFL players to make a successful transition into the new phase of their lives and provide opportunities for support throughout their lives should they require it. The program is designed to provide a lifelong support network which recognises past players’ contribution to the game.

This fully funded program through AFL Players’ Association is one way in which current AFL players, through the resources of their Association are able to give back to the men who preceded them.

Qualification for the program involves playing a single game of VFL or AFLfootballandaonceoffcostof$50.

To access the applications forms please visit the Alumni section of the AFL Players’ website or contact Steve Alessio on 03 9926 1344.

AFL Players’ Alumni


The AFL Players’ Association has continued ITS work as a member of the Australian Athletes Alliance (AAA), the peak body providing a unified voice on issues affecting Australian athletes.

Established in 2007, the alliance consists of the AFL Players’ Association, Australian Cricketers’ Association, Professional Footballers’ Association, Australian Swimmers’ Association, Netballers’ Association, Rugby League Players’ Association, and Rugby Union Players’ Association and was more recently joined in 2010 by the Australian Jockeys’ Association.

Together our member associations represent over 3000 of Australia’s elite professional sportspeople and tackle issues including tax policy, injuries and insurance, privacy and publicity rights, workplace relations, agents, illicit drugs, anti-doping, women’s sports, disciplinary rights, unfair restrictions of trade, commercialisation, marketing and making Australia attractive to world-class athletes.

One of the most pivotal AAA campaigns that benefits both AFL players and other athletes was the successful High Court case that resulted in the tax deductibility of player agent fees. Following on from this success, AAA is now embarking on a second challenge to existing tax laws to secure the deductibility of health insurance premiums on the basis that it is a requirement of an athlete’s employment and covers benefits that other Australian employees receive through workers’ compensation.

Over the past year, the AAA also campaigned in the context of a wide-ranging national discussion around privacy, for the rights of all Australians, including athletes, to be able to enjoy the right to privacy.

Other ongoing issues are doping and corruption in sport, and AAA have been proactive in ensuring that we are represented at key forums involving sports governing bodies and industry legislation in these areas.

jOINING FORCES

By Matt Finnis

•• maTT FInnIS dISCuSSeS The aSSOCIaTIOn’S rOLe aS a member OF The auSTraLIan aThLeTeS aLLIanCe.

Finally AAA is becoming more active in taking a leadership role to educate the sports industry and wider community in relation to a number of matters which are particularly relevant to athletes. Last year we convened a conference which looked at issues around negotiation of individual and collective player rights and in the year ahead the Player Development and Wellbeing Committee of the AAA are planning a conference for athletes and providers of services to athletes.

AAA is only a young organisation but has already demonstrated the benefits available to all Australian athletes when an organisation with like interests combine knowledge and resources in pursuit of common goals.

Brendan Schwab is a driving force in the player relations department of the AAA.


•• auSTraLI an aThLeTeS aLLIanCe ••

By Tom Harley

In other circumstances, a catch cry like Bob’s could be considered cliché, however not only was this his most famous call it has become the most appropriate way to describe Bob Davis.

Bob Davis’ playing and coaching record elevates him to legend status at the Geelong Football Club. 189 games, Dual Premiership player, Captain, All Australian Captain, Carji Greeves Medalist, Geelong Team of the Century, Premiership Coach and Australian Football Hall of Fame member. He did it all. He had nicknames; “Woofa” and the “The Geelong Flyer” due to his thumping kick and electrifying pace and was part of arguably thegreatestteamofallintheearly1950s- a team that won 26 games in a row from 1952-1953.HewasresponsibleforbringingPolly Farmer to Geelong and recruiting Sam Newman from “The Grammar School”. Clearly, he had an eye for talent.

Post his playing days, Bob Davis was a media pioneer. Anyone who has been fortunate enough to work in the football media post playing days, me included, has the likes of Bob Davis to thank. Bob, alongside Jack Dyer and Lou Richards were “The Three Wise Monkeys” of League Teams. They adopted a light-hearted look at the game but always respected everyone involved. Witnessing Bob tell a story left you with no uncertainty; he loved the game and the game loved him.

During my playing days at the Cats, Bob’s presence was ubiquitous. If Kardinia Park was locked, he had all the keys. Bob had the gold pass and the players loved his presence. He knew us all by name and I personally felt honored that he did. He was current. He transcended generations. Although he jokingly described himself as the last of the “non thinking coaches” he knew exactly what was going on in modern football and had a crystal clear vision of the way that he thought the game should be played. I

vividly remember hearing Bob Davis speak early in my career and it became abundantly clear that Bob enjoyed the style and grace of football. He was an integral part of supremely skillful teams, a hallmark of all of Geelong’s great teams since. He relished the fact that Geelong was a “nice” club and full of “gentlemen” when perhaps this was seen externally as a weakness. Bob understood that football was more than a game. He

valued morals and ethics and doing things with distinction. He was classy.

Bob was the link between past players, current players, members, staff and opposition supporters. Quite simply everyone loved him.

In January 2008, four months after Geelong won the 2007 Premiership, the club organised a lunch for all the Premiership players. It was a humbling experience for our team and a great lesson into the history of the Football Club. Who held court? Bob Davis. His quick wit in response to sledges from “Hooker” Renfrey and the like were pure gold. Someoftheplayersfrom1951-52hadnevermet the players from 1963, let alone 2007 but Bob knew everyone by name and probably their wive’s names too!

My most moving experience with Bob Davis was on the dais after the 2009

Premiership. As has become tradition, a former great presents the Premiership Cup to the Captain and Coach. Prior to the presentation I passed word to the team that I wanted all the players to be on the stage to receive the Cup. We couldn’t have scripted it any better. As Bob made his way up the steps he was greeted by the entire team and a moment that has become one of the great images in the history of the Geelong Football Club was born. Who could ever forget Bob Davis, 81 years old, a white knuckled grip on the

Cup in the midst of his players, toasting glory. His eyes were glazed and his smile broad. He loved it and we loved him. It was so pure.

Even after he passed, Bob Davis could bring warmth to a freezing cold Geelong day. And he did at his funeral. Instead of a minute’s silence, the 2000 strong gathering and countless more outside the church held applause for a minute. There were laughs and tears – it was the most fitting tribute to a great Geelong man.

If life is about leaving a legacy, Bob succeeded. Bob Davis is everything I love about the Geelong Football Club.

“We are Geelong” is the club’s call to arms but it is not an overstatement to say that “Bob is Geelong”.

His presence lives on.

vALE BOB DAvIS•• FOrmer CaT TOm harLeY FOndLY rememberS The LegendarY bOb davIS aS beIng “FaIr dInkum unbeLIevabLe.”

Bob Davis with his beloved Cats after the 2009 Grand Final.


•• ObITuarIeS ••

By Gary Ayres

When you are young you quite often don’t realise how good things are, nor do you fully appreciate how good some people are. As a young man there are also certain people who have the ability to influence and help shape the direction of your life. Without me knowing it at the time, Allan Jeans did this for me.

His introduction to the Hawthorn playing group was in the old Hawthorn Social Club and we were there to listen to our new Coach. He certainly made an impression on me straight away, inspiring us as he raised and lowered his booming voice (in a manner which many others would be accustomed to), and it would be the first of many times that the hairs on the back of my neck would stand up during one of his famous addresses. You wanted to play for him, then and there, and he made you feel bullet proof and you could literally run through the “proverbial” brick wall.

Yabbie always made football, and life for that matter, sound really simple. For

vale Allan jeans

me, coming from the country as a young boy my focus was pretty simple, I just wanted to play the game that I loved and had a real passion for.

He may have never known how much of a father figure he was to me, because in 1980 my father unfortunately suffered a terrible tractor accident on the family farm and died. I was only 19 at the time and it was very difficult to lose someone you loved and idolised so much. However, the similarities between Allan and my father were amazing. They were both policemen, they both had a passion for football and coaching, and both had a good sense of humour when required. They were also both extremely good communicators and were always challenging you to see how good you could become.

He meant so much to me as a coach and gave me confidence to play consistent senior football and made me believe that I belonged at what was then the VFL. As a player you wanted him to tell you that you played well and you wanted his acknowledgement.

He would teach me many lessons over my career however one particular piece of advice would prove particularly important. The advice came at the lowest point of my career during a frustrating run with a bad hamstring injury I suffered in Allan’s first year as coach.

Allan had said that he would play me in defence and settle me down. I had previously played in numerous positions, but I had a good game in defence and he said to me that I was in line for senior selection.

I was excited about the opportunity and went to training on Tuesday ready to impress. It was on this night that I tore my hamstring and in that instant blew my chance of playing that week and would miss at least four games.

My hamstring injury could not get right and I lost all confidence and felt like giving VFL football away. Peter Hudson, who at the time was involved with Glenorchy Football

Club, offered me an opportunity to play in Tasmania and I went to Allan and explained that I was thinking of going to Tasmania and turning my back on a potential VFL career.

The conversation was a crucial moment in my career. He told me it would be the “biggest” football mistake that I would ever make and that I should go away for 24 hours and think about it and then give him my answer.

When I returned, I told him that I would give it another shot and how glad I was. If it was not for his advice and how much I

respected him I would have walked away and never achieved what I did.

Two days before Allan passed away I made a phone call to see if I could come out and see him, however the doctors had told him that only family would be able to visit.

We talked for 20 minutes about various things and then he said that he had to go. I knew that it would be the last time that we would ever speak to one another. He said “thanks for the memories” and I told him that everything I got out of football I owed it all to him and then a huge wave of emotion came over me and we said our goodbyes and once I was off the phone I just broke down and cried.

He made such an indelible imprint on so many people over his journey of life and I feel so special and privileged to have been one of those.

Goodbye Yab, my coach, my mentor and my friend.

•• aLLan JeanS waS One OF The greaTeST COaCheS OF The LaST CenTurY, hOwever FOr garY aYreS IT IS The rOLe he pLaYed In hIS LIFe OFF The FIeLd whICh he wILL remember mOST dearLY.

“ he made SuCh an IndeLIbLe ImprInT On SO manY peOpLe Over hIS JOurneY OF LIFe I FeeL SO SpeCIaL and prIvILeged TO have been One OF ThOSe.” – garY aYreS

Allan Jeans holding the 1989 Premiership Cup aloft.


By Geoff Pryor

It happens during one’s life that one comes into contact with a person over a short period and yet feels immediately at ease in their company. So it was for me with Des Meagher. I met Des as we began our struggle to get the Players’ Association up and running. I obviously knew him also as a formidable player in the opposing Hawthorne side which was doing very well at the time.

Many may not appreciate it today, when acceptance of the Players’ Association is so widespread, but in those days it was not a popular thing to do to suggest forming a players’ group. All those individuals who did so at the beginning had to have great courage to stand up and be counted. Des was certainly one of those players and he did so with great dignity and fortitude.

I found Des of exceptional value in those early days. In the hot house of struggle, and associated concern for one’s own playing career, it was always good to have a guy who was down to earth and practical. Des took on a role which amongst players was not always a popular one – to be the recorder of decisions and producer of minutes. Footballers in those days were so often engaged in outdoors employment and not always focussed on the bureaucracy of organisational progress. But Des was such a person with these important skills, and he did a great job.

I have already inferred that Des was a strong person and he also had a strong commitment to the idea that players needed support and recognition. He was never backward in putting his viewpoint forward and a sensible view it was. I must also say however that he had a very dry wit so one

had to pay close attention to what he said to ensure his comment was well understood.

One example for me of this attribute of Des was at the end of our very first meeting with the then VFL. It was not something the VFL wanted but we managed to receive a bit of significant political support and I imagine this may have been a catalyst for the meeting actually occurring. The meeting really was a bit of a verbal jousting match, where a lot was said without any firm conclusions being arrived at. After the meeting, when we players were reflecting upon what happened, I remember being taken aback when Des chipped in and, with a wry smile, commented on just how much we all could talk! It was a timely

vALE DES mEAGHER•• deS meagher waS a FOundIng member OF The aFL pLaYerS’ aSSOCIaTIOn. FOrmer preSIdenT geOFF prYOr dISCuSSeS The ImpOrTanCe OF hIS rOLe In The earLY STageS OF The OrganISaTIOn.

reminder that we had to do more than talk, outcomes also were needed.

I am sure Des would have been delighted that his initial efforts were important in moving forward the idea of a Players’ Association. It was something I didn’t get to speak with him about when all of us had moved on but I believe he would have felt this outcome a proper and appropriate one. It would have been good to chat over our short but productive time together. Des will certainly be missed by his family and friends, and particularly those he was close to during his sporting career.

“ deS had a STrOng COmmITmenT TO The Idea ThaT pLaYerS needed SuppOrT and reCOgnITIOn.” – geOFF prYOr

Meagher played 198 games for the Hawks.

Des Meagher was highly skilled with electrifying speed.



By Ian Stewart

vALE DARREL BALDOCK•• FOrmer TeammaTe Ian STewarT paYS TrIbuTe TO hIS herO darreL baLdOCk.


Like a famous writer, artist or scholar, it is often not until they pass away that people analyse their life and realise how truly great they were.

The same can be said of Darrel “Doc” Baldock, whose achievements seemed to have passed some people by, however for mehehasalwaysbeen‘MrFootball’.

As a young boy growing up in Tasmania, I idolised the dominant player in the state and there was no question that was Doc. He was every young footballer’s idol, playing senior football while still a teenager and becoming coach of Latrobe’s senior side while still a young man.

For many he will be remembered as the Saints’ first and only premiership Captain, however the reality is that his skills ranged far beyond the football field.

He made a half century against the West Indies when they were the powerhouse of world cricket, he was an outstanding politician and could have been premier had he wished. He had a passion for pigeon and horse racing and won every major horse race in Tasmania.

I still remember our first football trip to Fiji.

We entered the resort, led by “Doc”, and the locals quickly realised he was the leader of the pack.

The following day one of the local native chiefs was sick and had heard we had a Doc amongst us. Locals rushed to the resort saying “we want the doc, we want the doc.”

Not to disappoint, Doc went to see the man. He felt his head and told him to lie down giving him a couple of Aspirin and telling him he would be right in the morning.

The next morning the native chief woke up feeling as good as gold. The locals were heralding this magic man and the celebrations began as the Witch

Doctor received a hero worship worthy of this feat.

He brought a smile to people’s faces and was the entertainer wherever he went. But it was on the field where Mr Magic did his best work.

His ball skills were at least the equal of that of Gary Ablett Jnr’s. He pack-marked as well as Jonathan Brown. He was as evasive as Robert Harvey and as strong and balanced as Leigh Matthews. He was as courageous as Glenn Archer or Nick Riewoldt and was an inspirational captain.

He would arrive at the game with his entourage, a group of local men who worshipped the Doc, and would often fight over who would carry his bags. He was larger than life, yet he was so unassuming.

He embraced the battlers and they felt very comfortable in his company. His teammates were clearly not blessed with his talent, however he would never criticise their performance.

In my later years when I was in Doc’s company I felt that I was in the company of greatness. As a young footballer, he had been my idol and at his passing he remains my hero. He will be sadly missed by all who knew him.

“ darreL brOughT a SmILe TO peOpLe’S FaCeS and waS The enTerTaIner wherever he wenT.” – Ian STewarT

By Luke Power

By Ian Prendergast

As a player it is always clear when you are about to be involved in one of the biggest games on the AFL calendar - there is more media coverage, larger crowds and a real sense of anticipation and atmosphere in the air.

vALE jILL LINDSAY

Another indicator was that behind the scenes whether you were in Melbourne, Brisbane, Sydney, Adelaide or Perth you would always, without fail come across a lady by the name of Jill Lindsay.

I worked out, from always seeing her at the blockbusters, her importance and value to the AFL.

Although my conversations with Jill rarely had the opportunity to extend past a pleasant “Hi” and “How are you?”, as I was playing, I was well aware of who she was and her contribution to the game of Australian Rules Football.

A coach always picks his best players for the biggest games so I knew, as the Ground Operations Manager and the AFL’s longest serving employee, Jill must have been very highly regarded and very good at what she did.

When speaking to people who knew Jill a lot better than I did, a common theme always appearsthatshewas‘hardbutfair’andwashighly respected because of it.

Inanindustrylikethisone,‘hardbutfair’is seen as refreshing, as the only way to get ahead in life is by others being upfront with you and providing necessary feedback to help you improve in areas of deficiency.

They also said she genuinely cared for people and had a great sense of humour, two

traits people definitely respond to, especially when you’re being honest with them.

To have thrived in the VFL/AFL for over forty years would have required a great deal of character, especially in an industry that, at times, could have been viewed as a boys’ club.

Jill was a great role model and inspiration for women who want to pursue a career in sports administration and today we see a lot of females holding very important positions across all areas of the game.

Like many of us, Jill cared dearly about our great game and this was reflected in her poignant final words to good friend AFL CEO Andrew Demetriou – “Look after the game, it means so much to so many.”

For the AFL players, something will be missing when we’re preparing for a blockbuster game.

It’s not often you hear a young bloke these days described as a gentleman, but “Bergs” wasn’t your average 26 year old having a kick of local footy.

Whilst I only played with Bergs for a short time at the Balwyn Football Club in the Eastern Football League, I’ll remember him for life. He also played on Hawthorn’s list and for the South Bendigo Football Club.

The incident that ultimately caused his passing was horrific and something I hope never occurs again on a sporting field. Bergs suffered a blow to the head from an opposition player after soaring high to take

a spectacular mark in a best on ground performance. The secondary collision with the playing surface when he fell to the ground unconscious was sickening, as were the scenes that followed. Bergs never recovered from the brain damage he suffered.

Those images will stay with me forever, having only occurred 10 metres away. However, his family recall it differently. They say that Bergs never returned to earth... he continued on his way to the heavens where he was called to serve a greater purpose.

I’m not religious, but I’ll always remember Bergs at the peak of his powers that day.

Bergs wouldn’t have realised it, but he made a huge impression on the people who knew him (even for a short period), simply through the way he carried himself. Ironic given his best mate, Ben, and brother, Russ, spoke at his funeral about his greatest

concern being that he wasn’t doing enough to help others.

Bergs was an active member of the PlanetShakers Church, which seemed to drive him to always consider others first, living the Church’s values.

He had such respect. Whilst he was fairly quiet around our group, I learnt through his family later that this was hiding his cheekier side. The smile on his face was a constant, which instantly put people at ease.

His passing made me think more deeply about the way I live my life. I’m sure others who knew him would say the same.

He was a great man who won’t be forgotten. A true gentleman...

vale Sean Bergin

•• Luke pOwer ShareS hIS memOrIeS OF JILL LIndSaY, The aFL’S LOngeST ServIng empLOYee, whO paSSed awaY In 2011.

Jill Lindsay.

•• Ian prendergaST ShareS hIS memOrIeS OF Sean bergIn – a True genTLeman In everY SenSe OF The wOrd.



The 2011 year will become one of the most important in the evolution of the AFL Players’ Association, culminating in a landmark CBA agreement with the AFL.

Given such times, it’s important we take stock, reflect and reassess what has been achieved and what challenges lie ahead. Our Association is already preparing for the next five years with a focus on harnessing this momentum as we begin the next chapter in the evolution of the Players’ Association.

And as players, we are continuing to realise the power of our collective voice and must ensure we are vocal in our support of the PA as we strive to make the AFL career the number one choice for young athletes in this country.

Our Association has never been in a better position to further the interests of our players, however it is crucial we grow and capitalise on our recent achievements. As an organisation, we are relatively young in comparison to other professional sporting bodies so we must learn from their successes and failings. Our players demand we operate as a world-class union standing up for the rights of our members, and that is what we are committed to providing.

The Players’ Association took huge steps to ensure that this was achieved in engaging Ross Middleton to assist with a long-term vision for the PA. Ross is a Principal Partner at the Boston Consulting Group and along with Matt Finnis representing the Association and myself as the Player’s representative, we undertook the task of creating a five-year plan.

The Boston Consulting Group has a long and distinguished association with the AFL via Colin Carter. Many consider Colin the founding godfather of both organisations, yet currently he is the President of the Geelong Football Club.

The process began by identifying and forming the committee consisting of Ross, Matt and myself. We then began a brainstorming session to gain an idea of the potential and direction of the Players’ Association and focused on the best way to form a strategic platform to work from.

An interview process was decided upon. Ross, bringing experience and expertise from the Boston Consulting Group, was invaluable in conducting interviews and overseeing the project.

By arranging a series of meetings with key industry stakeholders, and those experienced in sports administration, we could canvass a whole range of ideas relevant to the long-term direction of the Players’ Association. Jimmy Bartel, Mike Sheahan, Eddie McGuire, Brendan Schwab (CEO Australian Professional Footballers’ Association) and Rob Mills (Gemba) were just a few participants in the exercise.

Throughout the interview process, questions were designed to gain an

PLANNING FOR THE FUTURE•• In 2011, The aFL pLaYerS’ aSSOCIaTIOn underTOOk a prOJeCT TO buILd ITS vISIOn and STraTegIC pLan FOr The nexT FIve YearS. brad SeweLL prOvIdeS InSIghT InTO hIS LeaderShIp rOLe wITh ThIS prOJeCT.

By Brad Sewell

“ Our aSSOCIaTIOn haS never been In a beTTer pOSITIOn TO FurTher The InTereSTS OF Our pLaYerS.”


http://en.wikipedia.org/wiki/Australian_Professional_Footballers%27_Association

http://en.wikipedia.org/wiki/Australian_Professional_Footballers%27_Association

understanding of the interviewee’s thoughts as to the direction the Association should be tracking in. Questions relating to what type of challenges the current playing group were to face in the foreseeable future, where should/could the Players’ Association be directing their energies and resources and what are the three priorities for the AFL Players’ Association over the next five years.

It should be noted that all participants’ views and recommendations remained anonymous and their contributions were greatly appreciated as they will ultimately assist in defining a vision statement and a strategic plan for the Association. All were

extremely forthcoming with their opinions and co-operative throughout the process.

Once the interview process was complete, staff of the AFL Players’ Association sifted through all relevant thoughts, resulting in the definition

of a mission statement and vision, all underpinned by a strategic plan.

As a Board member, I jumped at the opportunity to be a part of the process. Being involved from the start, and in the high level discussions throughout, was a privilege I otherwise would not have had without my involvement at an executive level.

It is through such a process we will see the AFL Players’ Association flourish over the coming years. Notwithstanding a few teething problems, we will see strong representation ensuring that AFL players have the ability to perform at a consistently high level for all supporters of the game.

“ aS a bOard member, I Jumped aT The OppOrTunITY TO be a parT OF The prOCeSS.” – brad SeweLL


•• Our vISIOn ••

CORPORATE PARTNERS•• The memberS OF The aFL pLaYerS’ aSSOCIaTIOn graTeFuLLY aCknOwLedge The SuppOrT OF Our generOuS COrpOraTe parTnerS. YOur TIreLeSS COmmITmenT TO The beTTermenT OF The pLaYerS haS pLaYed a keY rOLe In ImprOvIng The LOT OF eLITe FOOTbaLLerS aCrOSS The naTIOn.


•• COrpOraTe parTnerS ••

» aFL pLaYerS’ aSSOCIaTIOn advISOrY bOard Neil Hamilton – Chairman, AFL Players’ Association Advisory Board

Ray Wilson – Chairman PRA Advisory Board

Greg Hywood – CEO, Fairfax Media

Chrissy Sharp – Director, The Wheeler Centre

Dr Helen Drennen – Principal, Wesley College

Joel Bowden – AFL Players’ Association Past President

» aFL pLaYerS’ aSSOCIaTIOn pLaYer reTIremenT aCCOunT bOard Ray Wilson – Chairman

Ian Anderson – General Manager, Finance & Administration, AFL

David Bilston-McGillen – Dominion Private Clients

Luke Power – AFL Players’ Association President / Greater Western Sydney FC

Matt Finnis – Chief Executive Officer, AFL Players’ Association

John Hogan – General Manager, Finance & Administration, AFL Players’ Association

» aFL pLaYerS’ aSSOCIaTIOn paST pLaYer memberShIp advISOrY bOard Simon Madden – Chairman

Barry Capuano

James Clement

Frank Goode

Marcus Kennedy

Dr Matthew Liptak

Michael Perry

Brad Wira

Paul DiMattina

Steven Alessio

» aFL pLaYerS’ aSSOCIaTIOn agenT aCCredITaTIOn bOard Ian Prendergast – General Manager, Player Relations, AFL Players’ Association

Dan Richardson – Elite Sport Properties, AFL Players’ Association Accredited Agent

John McMullan – John McMullan Solicitors

Braham Dabscheck – Senior Fellow, University of Melbourne

Ken Wood – Investigations Manager, AFL

Cameron Bruce – Current player, Hawthorn FC

Liam Pickering – AFL Players’ Association Accredited Agent

ACKNOWLEDGEmENTS•• The aFL pLaYerS’ aSSOCIaTIOn wOuLd LIke TO Thank The FOLLOwIng IndIvIduaLS and OrganISaTIOnS FOr TheIr SuppOrT durIng 2010-11

» aFL pLaYerS’ aSSOCIaTIOn CharITY Fund TruSTeeS Matt Finnis – Chief Executive Officer, AFL Players’ Association

Joel Bowden – Administrative Officer Linfox Australia

Luke Power – President, AFL Players’ Association / Greater Western Sydney FC

Anthony Jackson - Director, Dominion Private Clients

Dr Robert Kerr – Brisbane Lions National Talent Manager

John Hogan – General Manager, Finance & Administration, AFL Players’ Association

Bernie Shinners – Legal Services Consultant, AFL Players’ Association

» Ladder bOard OF dIreCTOrS Matt Finnis – Chairman

Pippa Grange – Director, Bluestone Edge Pty Ltd

Joel Bowden – Administrative Officer Linfox Australia

Colin Carter – Chairman, AFL Foundation

Sam Graham – Strategic Planning Manager, AFL

Ian Anderson – General Manager, Finance & Administration, AFL

David Eldridge – Retired Major, Salvation Army

•• aCknOwLedgemenTS ••


Arthur Roe & Associates Pty Ltd, the AFL Players’ Association, appointed Auditors have in accordance with the Australian Accounting Standards, Australian Accounting Interpretations, other authoritative pronouncements of the Australian Accounting Standards Board and the Associations Incorporations Act 1981, audited the Financial Statements of the AFL Players’ Association for the year ended 31st October 2011.

Extracts of the audited financial statements namely the statement of Financial Position, Financial Performance and Cash Flow are attached for perusal.

AFL PLAYERS’ ASSOCIATION INCORPORATED 2010/11


AFL Players’ Retirement Account 54%

Commercial 19%

Player Development Program 12%

Administration 7%

Industrial Relations 5%

Public Relations 3%

totAL oPerAting eXPenditure

2011

PLAyer deVeLoPMent ProgrAM eXPenditure 2005–2011

The expenditure for the 2011 financial year totalled $13.7m,resultinginasurplusof$55,024againsignifying

the distribution of as much of the total revenue to the benefit and welfare of all Association members.

$2,000,000

$1,500,000

$1,000,000

$500,000

$0 2005 2006 2007 2008 2009 2010 2011

The2011expenditurewithintheplayerdevelopmentprogramssawanadditional$145,000devotedtoincreasingservicesoverlastyear.The$1.7mtotalspendresultedinimprovementstothewellbeingprogram,increasesfortheliteracyandnumeracyprogramsaswellastheintroduction of Regional Managers with our first interstate appointed regional manager in Adelaide.

» FINANCIAL REPORT: aS aT 31 OCTOber 2011

$1,321,514$1,365,141 $1,406,543

$1,552,345 $1,567,580 $1,550,607

$1,695,678


Revenue derived from player licensing & marketing grew again in 2011, the chart above reflects the growth in revenue over the last seven years.

Licensing & MArketing reVenue 2005–2011

AFL PLAyers’ PLAyer retireMent Account PAyMents 2004–2010

$2,000,000

$1,500,000

$1,000,000

$500,000

$0

$10,000,000

$8,000,000

$6,000,000

$4,000,000

$2,000,000

$0 2004 2005 2006 2007 2008 2009 2010

2005 2006 2007 2008 2009 2010 2011

The2010playerretirementpaymentsfor115retiredanddelistedplayerstotalled$8.3manincreaseof$1moverthe2009payment,resulting inanewaverageof$72,128perplayer.

» FINANCIAL REPORT: aS aT 31 OCTOber 2011

$3,966,100

$518,662

$4,674,206

$954,345

$5,672,250

$1,032,770

$7,528,250

$1,453,834

$7,605,635

$1,745,221

$7,362,500

$1,848,624

$8,294,708

$1,898,382

•• AFL PLAYERS’ ASSOCIATION FINANCIAL REPORT: 2010/ 11 ••


2011 2010

$ $

CURRENT ASSETS

Cash Assets 9,605,689 9,467,989

Receivables 2,871,045 1,320,039

Other Assets 27,164 28,931

TOTAL CURRENT ASSETS 12,503,898 10,816,959

NON-CURRENT ASSETS

Other Financial Assets 14,540,526 14,794,377

Property, Plant & Equipment 44,183 54,978

TOTAL NON-CURRENT ASSETS 14,584,709 14,849,355

TOTAL ASSETS 27,088,607 25,666,314

CURRENT LIABILITIES

Payables 21,616,594 20,510,681

Provisions 233,610 159,259

TOTAL CURRENT LIABILITIES 21,850,204 20,669,940

NON-CURRENT LIABILITIES

Provisions 66,571 40,098

TOTAL NON-CURRENT LIABILITIES 66,571 40,098

TOTAL LIABILITIES 21,916,775 20,710,038

NET ASSETS 5,171,832 4,956,276

EQUITY

AFLPA Player Retirement Account Reserve 600,000 600,000

AFLPA Past Player Health Hardship Fund Reserve 1,716,404 1,555,872

Retained Profits 2,855,428 2,800,404

TOTAL EQUITY 5,171,832 4,956,276


» STATEmENT OF FINANCIAL POSITION: aS aT 31 OCTOber 2011

2011 2010

$ $

INCOME

AFLPA CBA Income 10,660,000 10,660,000

Commercial, Player Licensing & Marketing Income 1,898,382 1,848,624

Membership Fees 335,650 305,425

Sponsorship Income 305,022 423,382

Other Income 555,384 993,653

13,754,438 14,231,084

EXPENSES

Advertising 31,391 52,820

AFLPA Player Retirement Account Payments 7,120,286 8,103,539

Commercial Branding 23,275 8,983

Changes in Net Market Value of Managed Funds 292,126 -

Computer Expenses & Development 56,727 74,814

Consultant’s Fees 151,980 107,822

Counselling Services 82,994 88,653

Depreciation 12,099 22,821

Education & Training 463,787 505,807

Employment Related Expenses 2,083,581 1,716,631

Functions & Events 369,406 356,064

Multicultural & Indigenous Player Support Programs 79,730 14,351

Insurance 21,019 22,322

Office Expenses 77,821 72,295

Other Expenses 9,978 7,793

Player Computer Grants 46,760 45,500

Player Development Programs & Transition 261,317 236,248

Player Executive & Delegate Expenses 80,706 94,695

Player Health Insurance 52,391 58,180

Player Induction Camp 36,733 29,878

Player Licensing & Marketing Payments 1,823,929 1,848,624

Professional Fees 122,933 118,009

Wellbeing / Cultural & Leadership 30,328 297,120

Public Relation Costs 40,838 29,616

Publication Costs 59,255 43,470

Rent & Outgoings 104,741 99,407

Subscriptions 17,338 16,461

Telephone & Facsimile 20,076 17,454

Travel & Conferences 125,869 69,413

13,699,414 14,158,790

Profit from ordinary activities before

income tax expense 55,024 72,294

Income Tax Expense - -

Net Profit from ordinary activities after income tax expense attributable to the association 55,024 72,294

Retained Profits at the

beginning of the financial year 2,800,404 2,728,110

RETAINED PROFITS AT THE END OF THE FINANCIAL YEAR 2,855,428 2,800,404

•• AFL PLAYERS’ ASSOCIATION FINANCIAL REPORT: 2010/ 11 ••


» STATEmENT OF FINANCIAL PERFORmANCE: aS aT 31 OCTOber 2011

2011 2010

$ $

CASH FLOWS FROM OPERATING ACTIVITIES:

Receipts from Members 262,150 244,825

Operating grant receipts 9,368,883 10,901,581

Commercial Player Licensing & Marketing income received 1,713,984 2,107,503

Sponsorship receipts 367,224 286,785

Interest Received 450,747 239,148

Sundry Receipts 135,762 113,668

Receipts from Accredited Agents 68,550 49,710

Payments to suppliers and employees (12,187,661) (12,812,942)

Net cash provided by operating activities 179,639 1,130,278

CASH FLOWS FROM INVESTING ACTIVITIES:

Fixed Asset Purchases (1,304) (9,338)

Movements in managed funds (38,275) 29,215

Net cash provided (used) by investing activities (39,579) 19,877

CASH FLOWS FROM FINANCING ACTIVITIES:

Increase in Sundry Debtors (2,360) (1,653)

Net Cash provided (used) by financing activities (2,360) (1,653)

Net increase/(decrease) in cash held 137,700 1,148,502

Cash at the beginning of the financial year 9,467,989 8,319,487

Cash at the end of the financial year 9,605,689 9,467,989


» STATEmENT OF CASH FLOWS: aS aT 31 OCTOber 2011

Arthur Roe & Associates Pty Ltd, the AFL Players’ Association Charity Fund appointed Auditors, have in accordance with the Australian Accounting Standards, Urgent Issues Group Consensus Views and other authoritative pronouncements of the Australian Accounting Standards Board, audited the Financial Statements of the AFL Players’ Association Charity Fund for the year ended 31st October 2011.

Extracts of the audited financial statements namely the statement of Financial Position, Financial Performance and Cash Flow are attached for perusal.

CHARITY FUND 2010/11


2011 2010

$ $

CURRENT ASSETS

Cash Assets 79,448 215,480

Receivables 73,075 36,300

TOTAL CURRENT ASSETS 152,523 251,780

NON CURRENT ASSETS

Other Financial Assets 844,465 858,429

TOTAL NON CURRENT ASSETS 844,465 858,429

TOTAL ASSETS 996,988 1,110,209

CURRENT LIABILITIES

Payables 1,320 26,280

TOTAL CURRENT LIABILITIES 1,320 26,280

TOTAL LIABILITIES 1,320 26,280

NET ASSETS 995,668 1,083,929

EQUITY

Settlement Capital 100 100

Retained Profits 995,568 1,083,829

TOTAL EQUITY 995,668 1,083,929


» STATEmENT OF FINANCIAL POSITION: aS aT 31 OCTOber 2011

2011 2010

$ $

INCOME

Player Charity Contributions 205,700 193,600

Code of Conduct Fines 18,397 20,200


Movement in Investments (13,964) 16,950

213,926 236,402

EXPENDITURE

Audit Fees 2,187 1,596

Bank Charges - 20

Donations 300,000 150,000

302,187 151,616

Profit (Loss) from ordinary activities before income tax expense (88,261) 84,786

Income tax expense relating to ordinary activities - -

Net Profit (Loss) from ordinary activities after income tax expense attributable to beneficiaries of the trust (88,261) 84,786

Surplus (Deficit) at the beginning of the financial year 1,083,829 999,043

Net Funds collected from prior years - -

Total changes in equity other than those Resulting from transactions with beneficiaries as beneficiaries 995,568 1,083,829


•• CHARITY FUND FINANCIAL REPORT: 2010/ 11 ••

» STATEmENT OF FINANCIAL PERFORmANCE: aS aT 31 OCTOber 2011

2011 2010

$ $

CASH FLOWS FROM OPERATING ACTIVITIES

Cash Flows From Operations

Player Charity Contributions 168,925 157,300

Code of Conduct Fines 18,397 20,200


Donations Received - -

Payments to suppliers and employees (327,147) (126,576)

Net cash provided by operating activities (136,032) 56,576

CASH FLOWS FROM INVESTING ACTIVITIES

Investment in UBS Equities 36,760 (84,403)

Net Income 1,570 29,911

Net cash (used in) provided by investing activities 38,330 (54,493)

Net increase / (decrease) in cash held (97,701) 2,083

Cash at the beginning of the financial period 259,460 257,377

Cash at the end of the financial period 161,759 259,460


» STATEmENT OF CASH FLOWS: aS aT 31 OCTOber 2011

AUSTRALIAN FOOTBALL LEAGUE PLAYERS’ ASSOCIATIONSports House, Level 2, 375 Albert Road, Albert Park VIC 3206T: 03 9926 1356 F: 03 9926 1350 www.aflplayers.com.au

Documents

2011 AFL PLAYERS' YEAR IN REVIEW