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AFL PLAYERS’ ASSOCIATION

Level 2, 375 Albert Road Albert Park, Vic 3206

P: (03) 9926 1344 F: (03) 9926 1350 E: info@aflpa.com.au

www.aflpa.com.au

ANNUAL REPORT 2008

AFL PLAYERS’ ASSOCIATION

CONTENTSAFLPA2008 ANNUAL REPORT

President’s Report 2

CEO Report 4

Mission Statement & Objectives 8

Representatives 10

Membership 12

Organisational Structure 19

Workplace Relations & Advocacy 20

Player Development Program 26

Psychology, People & Culture 32

Player Image Licensing 34

Community Development 36

Communications Report 38

Events, Sponsorships & Partnerships 42

AFLPA Financial Report 50

AFLPA Charity Fund Financial Report 74

Thankyou list 88

All photos courtesy of AFL Photos

AFLPA ANNUAL REPORT 20082 PRESIDENT’S REPORT 3

It is my pleasure to present the 2007/2008 AFL Players’ Association Annual Report.

The reporting period has been a challenging yet highly successful period for the AFL Players’ Association.

2007/2008 saw us spending more time and intensity defending and championing the rights of AFL footballers.

The AFL Players’ Association, via our Executive, Delegates and staff have worked diligently on a range of issues affecting AFL players as a collective throughout the reporting period.

When you take your club jumper off, you realise that all AFL players have a number of issues in common, beyond the cut and thrust of the weekly club based goal of winning games of footy.

In 2007/2008, issues such as player movement (Free Agency) and the implications of the introduction of two new teams into the AFL dominated much of the work of the AFL Players’ Association.

We also developed and signed off on a new strategic plan which provides a clear way ahead for our Association.

Our commitment to the off-field development of all AFL players was exercised with great skill and success by the AFL Players’ Association’s Player Development team.

The AFL Players’ Association has been on the front foot on issues affecting AFL players as a collective throughout the reporting period. This has ranged from high profile areas such as player movement (free agency), drugs in

sport and embedding an education culture at AFL clubs to the provision of lower profile workplace relations and off-field development services such as assistance with player / club grievances, the ongoing Tax test case, to the provision of a range of tailored first class player development program services.

I won’t go into detail regards these efforts, as they are laid out in further detail throughout the Annual Report. But importantly for players, we’ve continued to advocate strongly for the introduction of a form of free agency. This is crucial as we have always firmly believed that players have the fundamental right to a greater say in where they choose to ply their profession.

Every AFL Players’ Association member should be proud of the contribution you have made to the Australian community because it is your exciting play, sportsmanship, work ethic, and inspiration, which has ensured the AFL continues to be Australia’s number one sporting code by any measure.

I would also like to acknowledge the work of my fellow AFLPA Executive Members, Brett Burton, Luke Power, Nick Maxwell, Tom Harley, Luke Ball, Adam Goodes, Ashley Hansen, Robert Murphy, Simon Madden and Brendon Gale.

And finally, congratulations to Gary Ablett, for being voted by his peers as the 2008 winner of the Leigh Matthews Trophy for Most Valuable Player and Robert Harvey for being selected by the AFLPA Executive Committee as the 2008 Madden Medallist.

PRESidENT’S REPORT

“be proud of the contribution you have made to the Australian community because it is your exciting play, sportsmanship, work ethic, and inspiration, which has ensured the AFL continues to be Australia’s number one sporting code”

JOEL BOwdEN AFLPA President

AFLPA ANNUAL REPORT 20084 CEO REPORT 5

ThE YEAR IN REvIEw

Throughout 2008 the AFL celebrated the 150th Anniversary of Australian Rules football – our only indigenous game, and also the oldest football code in the world. The 150th Anniversary celebrations included many great moments, however my highlight was the Hall of Fame Tribute match which honoured the past greats of our game, by allowing the current greats to go head to head in a spectacular contest at the Melbourne Cricket Ground, which just happens to be the place at which our game was born in 1858.

Importantly, the game reminded me of the centrality of players in our game and of the affection and admiration in which our players are held by the public. In the words of one of the world’s most successful sports administrators, former NFL Commissioner Paul Tagliabue when delivering the keynote speech at the AFL Industry Conference in November 2008, when describing the outstanding success of the NFL in the United States, “fundamentally the game is about amazing players making amazing plays”. Similarly, we should never lose sight of this.

The entire 150th Anniversary also reminded us of the extent to which our players throughout the history of the game have remained closely engaged with and supportive of the communities from which they have come. Our players have and continue to give so much to so many communities in so many different ways. This was underscored by the powerful gesture of those players involved in the Hall of Fame Tribute Match to donate their collective match fee of $250,000.00 to a range of worthy causes.

The last twelve months hasn’t only been about celebrations. As you would expect, there have been many challenges and achievements. We have also made considerable progress on a number of fronts. Rather than dwell upon those matters in my report I will leave it to the respective AFLPA departmental reports to elaborate.

MAINTAININg A STRATEgIC PLANNINg FRAMEwORk

Failing to plan is planning to fail and like all good organisations or football teams, the AFLPA also has a game plan. In fact, we describe it as a Strategic Plan, and this year saw the completion of our 2005-08 Strategic Plan.

The 2005-08 Strategic Plan which was developed in consultation with the players during late 2004 and early 2005, established a clear picture of what was important to the players going forward. By identifying 11 key organisational objectives the Strategic Plan articulated a clear picture of where we wanted to take the organisation, and the initiatives and strategies required to give effect to those objectives.

A strategic plan is meaningless without rigorous monitoring and evaluation, and during the back half of 2008, AFLPA management conducted a review of the organisational performance in relation to the 2005-08 Strategic Plan. The results of that review were presented to the members of the Executive Committee prior to the end of our financial year (31 October) and to all of our Executive and Delegate Members who attended our Annual Executive and Delegates Conference in November 2008.

I’m of the view that the staff of the AFLPA have overwhelmingly exceeded the expectations as outlined in the 2005-08 Strategic Plan, however we have also identified a number of areas where we have perhaps underperformed and can improve. These areas have been reflected in our new 2009-2011 Strategic Plan.

2009-2011 STRATEgIC PLAN

Over the last nine months we have been developing a new Strategic Plan for the term 2009-2011. Again, we have tried to involve players in the development of the plan as much as possible along with staff. The Executive Committee, having been involved in the development of the plan, formally endorsed it in late 2008.

The 2009-2011 Strategic Plan identifies four indispensable core objectives:

Collective Representation – to provide the highest standards of collective professional athlete representation to our members.

Personal Support and Professional Development of Players – assist players to realise their potential through provision of education and training opportunities, and personal support.

Communications & Community – consistent, effective communication and engagement with players, AFL industry stakeholders and the community.

Effective Organisation – a sustainable member driven organisation with the capacity to deliver our mission effectively and in accordance with our values and strategy.

Each of these four key objectives has a series of measurable outcomes which will again allow us to measure our performance and remain accountable to our members. An abridged version of the 2009-2011 Strategic Plan is set out at page 10.

COLLECTIvE REPRESENTATION ANd ThE AuSTRALIAN AThLETES ALLIANCE

As the 2009-2011 Strategic Plan indicates, we take our responsibility to provide the highest standards of collective representation very seriously and rightfully so because it is perhaps our most important responsibility. I’m pleased to report that throughout 2008, the AFLPA significantly escalated its capacity to provide quality representation through the formal establishment of the Australian Athletes’ Alliance (‘AAA’) of which the AFLPA is a founding member and occupies a position on the AAA Board. Along with the AFLPA, the AAA is made up of the Rugby Union Players’ Association, Rugby League Players’ Association, Australian Cricketers’ Association, Professional Footballers’ Association, Australian Netballers’ Association and the Australian Swimmers’ Association. The formal establishment of the AAA will ensure that Australia professional athletes and their associations are well positioned to meet the ever rising demands of professional sport.

Importantly, the AAA has already thrown its weight behind the tax test case concerning the tax deductibility of player agent fees. This test case will now be considered by the highest court in the land, after we were granted special leave to appeal to the High Court of Australia in the middle of 2009. Should we win at the High Court this would have significant positive implications for all AFL players and other professional athletes in this country.

CEO REPORTBRENdON GALE ChieF exeCutive OFFiCer

“we take our responsibility to provide the highest standards of collective representation very seriously and rightfully so because it is perhaps our most important responsibility”

AFLPA ANNUAL REPORT 20086 CEO REPORT 7

AFLPA FINANCES

Members should be assured that in these extremely difficult times, the AFLPA continues to operate on a solid financial footing. In this financial year the AFLPA recorded an actual operating surplus of $36,406.00 which compared favourably to a budgeted surplus of $32,003.00.

The financial crisis affecting both the global and Australian capital markets had a significant adverse impact on the performance of the various investments held under the AFLPA Player Retirement Account (“PRA”) this year. After several years of strong outperformance, the PRA balance was down 25% from a balance of approximately $12.6 million on 31 October 2007 to $9.4 million on 31 October 2008.

The monies are invested in accordance with our conservative PRA investment strategy devised by the PRA Advisory Board, and despite the negative investment returns, the PRA Advisory Board recommends that we don’t deviate from our strategy as we are long term investors, and our ability to meet our short term commitments isn’t compromised in any way. In fact, in December 2008 $7,646,750.00 was paid out to the players who left our game at the end of 2007 at an average payment of $64,250.00 per player.

As the numbers suggest, the management of the PRA is a significant undertaking and therefore it goes without saying that the AFLPA will be monitoring the performance of the entire PRA very closely over the next 12-24 months.

ACkNOwLEdgEMENTS

I would acknowledge the efforts of the President Joel Bowden and Vice-President Brett Burton over the last 12 months. Both have serious responsibilities with their own football clubs, and even more so with their growing families. We are all appreciative of what Joel and Brett give to the AFLPA for the benefit of all players.

It goes without saying that my appreciation extends to all the members of the Executive Committee, for their support and guidance, as it does to all of our Delegates and Alternate Delegates who perform such a valuable role at each AFL Club.

The AFLPA Executive and management are dealing with increasingly complex issues and therefore I would like to thank the members of the various advisory boards who provide their wise counsel to the AFLPA on an honorary basis. In particular, I would like to thank Mr Neil Hamilton who chairs the Advisory Board and Mr Ray Wilson, Chairman of the Player Retirement Account Advisory Board.

I applaud the skill, courage and application of AFL players which ensured that the game continued to be an amazing spectacle throughout 2008. I would also like to acknowledge in particular, the collective contribution of the 110 players who left our game this year, and I was extremely proud of how the AFLPA’s Madden Medal paid tribute to the achievements of all those players in December 2008.

The real engine room of the AFLPA is our staff. I am honoured to lead them and I thank them for their performance this year. Our staff value teamwork and are always working to raise the bar and provide a higher level of service to our members.

We value the relationships we enjoy with our Premier Partner Medibank Private and our Madden Medal Event Partner, AMP. Apart from developing friendships on a personal level, our strong relationships have allowed us to further each other’s organisational objectives.

The AFLPA deals with the AFL on an extremely broad range of issues. Naturally, as you expect we agree on many matters but we disagree on many more, however I would acknowledge the AFL Commission and AFL management for the integrity in which they manage the game on behalf of all stakeholders.

AFLPA ANNUAL REPORT 20088 MISSION STATEMENT & OBJECTIVES 9

ThE AFL PLAYERS’ ASSOCIATION IS dRIvEN bY A MISSION TO:

“ Enhance the security and personal development opportunities for past, present and future AFL footballers”

The AFLPA mission will be delivered in accordance with our Values and Strategy.

ThE AFLPA STRATEgY IS buILT ON FOuR CORE PILLARS & ObjECTIvES

Collective Representation

“Providing the highest standards of collective representation of our members”

Effective Organisation

“A sustainable member led organisation with the capacity to deliver our mission, effectively, efficiently and in accordance with our values and strategy”

Personal Support & Professional development of Players

“Assisting players to realise their potential through provision of education and training opportunities, and personal support”

Communications & Community

“Consistent, effective communication and engagement with players, AFL industry stakeholders and the community”

EACh STRATEgIC PILLAR hAS A SERIES OF MEASuRAbLE OuTCOMES

Collective Representation

1. Participation & Engagement: The AFLPA provides forums for strong player participation

2. Influence: AFLPA has the capacity to influence the major decision making processes of the game

3. Building a Culture of Solidarity: AFL players understand the importance and power of collectivism, and in working together in mutual dependence on matters of common interest

4. Collective Bargaining Agreement: Secure minimum terms and conditions that are commensurate with player’s position as elite athletes participating in Australia’s premier sporting competition; and which recognise the considerable value all players bring to the AFL

5. Responding to AFL national expansion: Maximise opportunities and minimise risks presented to the AFLPA as a result of AFL expanding into developing markets around Australia

6. Licensing and Marketing Program: The commercial exploitation of player image via group licensing opportunities generates compound increases in player royalty payments during the term

7. Taxation & Superannuation: Secure optimal taxation and superannuation arrangements for AFL players

8. Past & Future Players: The AFLPA offers tailored and meaningful services to past and future players by reference

9. The establishment and maintenance of AAA as both a legitimate and credible representative of Australian Athlete/Player Associations

Personal & Professional development of Players

1. The most effective and highest regarded Player Development Program in elite sport in Australia

2. Level and quality of AFL Player participation and engagement with the various elements of the PDP

3. Level of AFL Club participation and engagement with the PDP

4. Encourage AFL Clubs to resource their player development program with at least one full time and appropriately qualified Player Development Manager

5. Elevate the standards of Player Development Management and the standing of the player development industry

6. The development and application of tools which allow the AFLPA to evaluate and report on the effectiveness of the PDP

Communication & Community

1. Consistency, quality, clarity and effectiveness of AFLPA communications and publications

2. The standing and professionalism of the collective player group

3. The quality and prominence of AFLPA events and commercial partnerships

4. The effectiveness of community development initiatives, in particular, Ladder

5. Strength of the AFL

Effective Organisation

1. The AFLPA satisfies the highest standards of corporate governance

2. Accountability: The AFLPA maintains high standards of management whilst ensuring player involvement and ultimate control of the AFLPA

3. Financial reporting and internal/external controls are in accordance with recognised standards

4. AFLPA reserves are invested or used strategically

5. The AFLPA grows revenue from “independent” sources

6. Human Resources: Establish the systems, attitudes and resources to offer the best possible support and development to AFLPA staff

7. Building and organising knowledge for the benefit of the entire organisation

8. Responding to National Expansion: The AFLPA effectively represents and services its growing national membership

MiSSiON STATEMENT & ObjECTivES

“AFL players understand the importance and power of collectivism, and in working together in mutual dependence on matters of common interest”

AFLPA ANNUAL REPORT 200810 REPRESENTATIVES 11

AFLPA REPRESENTATIvES

The AFL Players’ Association is the collective representative body of AFL players. Each Clubs players are represented by a Delegate and Alternate Delegate who can act on the Delegates behalf if unavailable. Delegates and their Alternates play a crucial role in ensuring information is shared between the AFLPA office and players.

In 2008, the following players acted as club Delegates and Alternates and are warmly thanked for their contribution.

AFLPA EXECuTIvE

The AFLPA is governed by an Executive Committee. At each years Annual General Meeting, members of the Association elect the AFLPA Executive. The role of the AFL Players’ Association Executive is to seek and act on feedback from Delegates and members. Armed with this information, the Executive formulates policies which drive the Association. The Executive has the ultimate responsibility for the overall performance of the AFLPA.

All Executive members are warmly thanked for the efforts during 2008.

The Executive members and the number of Executive meetings attended by each of member during the financial year are:

2008 AFLPA delegates

delegate Club AlternateBen Rutten Adelaide Brad MoranJonathan Brown Brisbane Troy SelwoodBrad Fisher Carlton Jordan BannisterTarkyn Lockyer Collingwood Nathan BrownDamien Peverill EssendonMatthew Pavlich Fremantle Daniel GilmoreJimmy Bartel Geelong Joel SelwoodBrad Sewell Hawthorn Simon TaylorCameron Bruce Melbourne Ben HollandLeigh Brown North Melbourne Drew PetrieTroy Chaplin Port Adelaide Shaun BurgoyneDaniel Jackson Richmond Adam PattisonJason Blake St Kilda Michael RixJared Crouch Sydney Jude BoltonDaniel Giansiracusa Western Bulldogs Will MinsonAdam Selwood West Coast Eagles Brett Jones

Name ClubNo of meetings

as member of Executive

No Att.

Joel Bowden (President) Richmond 5 4Brett Burton (Vice President) Adelaide 5 5Luke Power Brisbane 5 3Tom Harley Geelong 5 4Nick Maxwell Collingwood 5 3Luke Ball St Kilda 5 4Robert Murphy Western Bulldogs 5 4Adam Goodes Sydney 5 3Ashley Hansen West Coast Eagles 5 4Simon Madden Past Player Representative 4 4Brendon Gale AFLPA CEO 5 5Darryl Wakelin Port Adelaide 1 -

REPRESENTATivES

“the role of the AFL Players’ Association Executive is to seek and act on feedback from delegates and members”

AFLPA ANNUAL REPORT 200812 MEMBERSHIP 13

CuRRENT PLAYER MEMbERShIPThe AFL Players’ Association was established in 1974 (as the VFL Players’ Association) to consult with the AFL (then VFL) and Clubs as the collective voice of players, in implementing the terms and conditions of employment and other matters affecting them as an AFL player.

Since this time the AFLPA has continued to enhance and develop the range of on and off-field support, advice and services to its members. As a member driven organisation, the AFLPA is committed to strong and valuable engagement with its members.

CuRRENT PLAYER MEMbER dEMOgRAPhIC hIghLIghTS

In 2008, the AFL Players’ Association current player membership consisted of 713 members across Australia.

100% of current AFL players were members of the AFL Players’ Association throughout 2008.

Over 50% of AFLPA members have had to relocate to pursue their football.

Around 75% of AFLPA members are under the age of 25.

what is your age?

18 - 21 45.22% 30 - 33 5.00% 22 - 25 32.80% 34 + 0.25% 26 - 29 16.72%

how long have you been on an AFL Club list?

1 to 4 years 53.26% 9 years or more 15.58% 4 to 9 years 31.16%

what is your relationship status?

Single 34.55% Married 10.35% Partner 45.86% defacto 9.08%

do you have any dependent children?

Yes 11.66% No 88.34%

have you ever been required to relocate interstate to pursue your AFL career?

Yes 53.83% No 46.17%

In which of the following areas has the AFLPA been of most assistance to you?

Player development / Career development / Transition / Personal Support 46.33% Securing good working terms and conditions for players 31.66% Member benefits 10.81% Resolving player issues / disputes 4.63% Licensing & Marketing 3.86% Agent Information 2.19% Other 0.51%

MEMbERSHiPKIM GREGG AFLPA MAnAger - MeMbershiP serviCes

divorced/Separated 0.16%

“the AFLPA has continued to enhance and develop the range of on and off-field support, advice and services to its members”

AFLPA ANNUAL REPORT 200814 MEMBERSHIP 15

PAST PLAYER MEMbERShIPPast player membership continued to grow steadily throughout the 2008 financial year with approximately 500 new past player members joining the AFLPA, bringing the total number of AFLPA Past Player members to 1300.

Whilst these figures are encouraging, the AFLPA will continue to work hard to recruit more former VFL / AFL players to the past player member category. Increased membership, will allow the AFLPA will continue to further develop and grow its suite of past player services.

Throughout 2008 the AFLPA acknowledges the passing of a number of AFLPA past player members including: Peter Welsh, Peter Pianto, Alan Barelli, Michael Nolan, Alan Matheson, William Rose, Peter Sherman, Raymond Donnellan, Robert Hirst and John Ritchie.

AChIEvEMENTS ThROughOuT 2008

hall of Fame game – player donation to the Past Player Program

Players participating in the 2008 Hall of Fame game generously donated their match payments totalling $250,000 of which $100,000 was directly donated to the past player program.

Establishment of the Past Player Advisory board

In May 2008 the first meeting of the Past Player Advisory Board was conducted. The Board comprises of Chairman Simon Madden, who is also an AFLPA Executive Board member, a range of past player club representatives, recently retired past players with substantial business experience as well as an independent appointee. They are as follows:

Board MembersSimon Madden (Chairman)Barry CapuanoFrank GoodeMike PerryJeff CliftonMarcus Kennedy (Independent)Brad WiraJames Clement

The Board met three times throughout the year with a wide range of issues on the agenda with particular focus on establishing strong foundations for the direction of the past player program with a focus on working closely with all club past player groups, and maximizing every cent the program spends to benefit all past player members. The AFLPA appreciates the voluntary contribution all Board Members provided throughout the year.

Inaugural Past Player Survey

The survey was undertaken between August and October 2008 predominantly through email and the remainder hard copy. An outstanding 70% of all AFLPA past player members completed the survey which far exceeded expectations.

The aim of the past player survey was to derive feedback and an understanding of VFL/AFL past players, where they are, what they’re doing, what their interests are, what their connection to AFL is and the best ways the AFLPA past player membership can best benefit them.

The results will be analysed further and be used to incorporate a range of new initiatives throughout 2009.

healthkICk program

With the focus of the past player membership continuing to be on past player Health and Welfare it was encouraging to see increased promotion through past player club groups and various other means throughout 2008 that resulted in increased take up of the three major aspects of the Health KICK program as follows.

1. Medibank Private Health Cover

Over 35% of the past player membership has taken advantage of the Medibank Priority program – equating to approximately 450 members an increase of over 100 in 12 months. Results from the past player survey suggest that over 38% of the respondents see the Medibank Priority program as the most valuable member benefit provided as part of HealthKICK.

2. Hospital Excess and Geoff Pryor Benefit scheme

Throughout 2008 approximately $30,000 was distributed between both the Hospital Excess subsidy program and the Geoff Pryor Benefits scheme. The Hospital Excess program doubled in requests for subsidies. The Geoff Pryor Benefits scheme was also utilised greatly with over double the number of grants distributed in 2008 compared to 2007 with almost half of the club groups nominating past players from their clubs for the scheme.

3. AFL Medical Officers’ Association (AFLMOA)

The AFLMOA experienced a continuation of consistent patronage by past players with approximately 80 consultations being undertaken by members throughout the past 2 years.

AFLPA ANNUAL REPORT 200816 MEMBERSHIP 17

PAST PLAYER MEMbER dEMOgRAPhICS

AFLPA Past Player membership – former clubs:

what is your age?

If employed what industry do you work in?

how many vFL/AFL games did you play?

0 - 50 42.52% 151 - 200 11.02% 51 - 100 20.94% 200+ 11.97% 101 - 150 13.54%

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FuTuRE PLAYERS

uNdER 18 & uNdER 16’S

A new focus in 2008 on communicating with future members saw the AFLPA address a group of over 100 Under 18 players and their parents during the Under 18 championships.

An AFLPA representative also addressed the Under 16 players at the Under 16’s championships – ensuring that the players most likely to enter the AFL system are fully aware of the AFLPA, what it does, how it supports players and where it fits into the AFL system.

Such regular presentations to potential AFL players, coupled with the AFLPA’s long running Mike Fitzpatrick Scholarship’s which since 2001 has seen over $400,000 in scholarships awarded to young footballer’s aged between 15 & 17 to assist in their education & training whilst they aspire to an AFL career, reinforces the AFLPA’s commitment to the development of future AFL players.

AFLPA ANNUAL REPORT 200818 MEMBERSHIP 19

AFLPA Executive Committee

Joel Bowden – President

brendon galeChief Executive Officer

Matt Finnis General Manager –

Operations

Bernie ShinnersLegal Services

Consultant

Laura SigalPlayer Relations Research Officer

Jason Murnane Manager –

Communications & Publications

Kim GreggManager –

Membership Services

Leanne FrenchEvents Manager

Braden StokesOperations

Co-ordinator

wORkPLACE RELATIONS / OPERATIONS

John HoganGeneral Manager –

Finance & Administration

Debra HowellOffice Manager & Executive Assistant

Natalie Holmes Receptionist & Administrator

Varzi DasturIT Support

FINANCE & AdMINISTRATION

Mark BoltonGeneral Manager –

Ladder

Andrew CrowellProject Officer –

Ladder SA

COMMuNITY

Steve AlessioGeneral Manager – Player Development

Mark PorterTransition Services

Manager

Rayden TallisProject Manager – Career Transition

Claire Mitchell-Taverner Career Development

Manager

Cory McGrathIndigenous Services

Manager

Nadia TaibPlayer Development

Co-ordinator

Simone MarshallCareer Dev.

Consultant – VIC

Richard Kaa Psychology

Consultant – VIC

Prue WilkoszCareer Dev.

Consultant – SA

Patsy Tremayne Psychology

Consultant – NSW

Lydia NajlepszyCareer Dev.

Consultant – QLD

Emma CampbellPsychology

Consultant – VIC

Lisa Cunningham Career Dev.

Consultant – WA

Matti Clements Psychology

Consultant – SA

Jamie Breden Career Dev.

Consultant – NSW

Tracey Veivers Psychology

Consultant – QLD

Kim Mercer Psychology

Consultant – WA

PLAYER dEvELOPMENT

Pippa GrangeGeneral Manager – Psychology, People

& Culture

ORgANISATIONAL STRuCTuRE

AFLPA ANNUAL REPORT 200820 WORKPLACE RELATIONS & ADVOCACy 21

COLLECTIvE bARgAININg – LAbOuR MARkET REFORM

In 2006 the AFLPA signed off on a 5 year Collective Bargaining Agreement (CBA) which provided stability and certainty for the AFL industry and an opportunity for the AFLPA to focus on securing crucial improvements for players in the structure of the AFL player labour market.

Throughout 2008 the AFLPA continued discussions with players, clubs and the AFL - advocating the need for structural reform to the tightly controlled internal transfer system which impacts upon the manner in which AFL players conduct their careers.

The AFLPA remains firmly of the belief that its members ought to have the right of self determination as to their employment (free agency) and that such a principle can be incorporated into the AFL labour market in a responsible manner which does not compromise (and indeed may enhance) competition competitive balance.

Pleasingly, in April 2008 the AFL Commission acknowledged the merits of this issue in passing the following resolution:

The AFL acknowledges that the principle that AFL players who meet designated criteria ought to have a right of self determination in pursing their professional careers should be further examined and explored in good faith by the AFL and the AFLPA with a view to reaching a mutually acceptable resolution on the designated criteria on or before 31 December 2008.

Subsequently, the AFLPA has worked more collaboratively with AFL representatives to develop a proposal for labour market reform which introduces free agency rights for AFL players based on reasonable criteria whilst at the same time incorporating measures designed to protect club interests.

The AFLPA will be seeking a commitment in early 2009 to the future implementation of labour market reform proposals.

AFL EXPANSION

In 2008 the AFL announced bold plans to expand the AFL competition into the developing markets of the Gold Coast and Western Sydney, principally via the creation of 2 new teams.

Following discussions with the AFL in relation to the economic modelling underpinning the expansion plans, the AFLPA adopted a position of support for the expansion strategy. From there, the AFLPA has been engaged in representing the interests of players in 3 principal areas related to competition expansion:

Protection of financial security and interests of AFL players;

List creation strategies and rules for creation of expansion teams; and

Player development and welfare programs and resources

LAwS OF ThE gAME

AFL players have a significant interest in the laws which govern the on-field competition and throughout 2008 these interests were represented via a number of submissions to the Laws of the Game Committee and through the participation of AFLPA CEO Brendon Gale, and player representatives Luke Darcy and Matthew Pavlich as members of the Laws Committee.

The AFLPA worked with the Laws of the Game Committee to provide a more streamlined method for broad player consultation in respect of proposed changes to rules and rule interpretations.

As a result of the new process, the AFLPA was able to ensure that players were able to provide genuine feedback on a range of issues which the Laws Committee can consider along with information gained from scientific research and submissions from other game stakeholders in making decisions which impact on the conduct of the on-field competition.

dRugS IN SPORT

In 2008 the AFLPA and AFL continued our collaborative program to tackle the community wide problem of illicit drug use. To coincide with the release of statistics which demonstrated the effectiveness of the AFL Illicit Drugs Policy, we launched a campaign titled “AFL Players Say No To Drugs.”

By demonstrating their ownership of the message and commitment to taking extensive steps to tackle illicit drugs, AFL players extended their public leadership in this complex area.

An education booklet outlining players’ perspectives was distributed amongst the football community across Australia and a website established featuring interviews with AFL players and resources for the public and community groups.

Results of testing conducted under the Illicit Drugs Policy reveal the innovative program established in early 2005 is achieving its objectives of education, intervention, and harm minimisation. The proportion of positive tests amongst players has substantially reduced over the three years – notwithstanding a significant increase in the number of tests and more targeted testing.

Pleasingly, the AFL and AFLPA were able to introduce a number of improvements to the illicit drugs policy following positive consultation with the new federal government and continued support from experts within the drug prevention sector.

At the end of the 2008 season a trial of holiday hair testing was undertaken to extend the program’s coverage to a year-round basis in a manner which still allows players their time away from the game. The results of this monitoring trial will be used to inform further policy considerations in the future.

WORkPLACE RELATiONS & AdvOCACyMATT FINNIs AFLPA generAL MAnAger - OPerAtiOns

afl players say no to drugs.com.au 1

afl players say no to drugs.com.au 1

“by demonstrating their ownership of the message and commitment to taking extensive steps to tackle illicit drugs, AFL players extended their public leadership in this complex area”

AFLPA ANNUAL REPORT 200822 WORKPLACE RELATIONS & ADVOCACy 23

PLAYER AgENT ACCREdITATION

The AFLPA continues to operate an accreditation process for all persons who wish to represent AFL players in contract negotiations with AFL Clubs.

In 2008 the AFLPA introduced a standard agent representation agreement which was required to be used by all player agents in contracting existing or prospective AFL players. Implementation of the standard agreement followed months of consultation and is seen as a significant step towards protecting the interests of players as well as balancing the legitimate rights of player agents in what is an increasingly competitive business.

All player agents have adopted the standard agreement as part of their business and the AFLPA is in a better position to monitor the arrangements between players and agents by virtue of receiving all agreements within a short period of them being entered into.

In 2008 the AFLPA also streamlined the accreditation process and strengthened the induction program for new agents to ensure those entering the system are well placed to navigate the often complex regulatory environment of AFL football.

Pleasingly, the relationship between the AFLPA and accredited agents has never been stronger and our research indicates that players are happy with the quality of services provided by accredited agents.

how would you rate the services & assistance provided to you by your player agent group?

Excellent 41.5% Average 16.8% good 38.1% Poor 3.6%

The AFLPA Agent Accreditation Advisory Board is responsible for monitoring the performance of the accreditation program, including dealing with grievances or disciplinary issues which might arise involving player agents. In 2008, Braham Dabscheck joined the Board as an independent member bringing with him decades of experience and know how of sports related industrial matters both in Australia and overseas. Braham joined existing board members John McMullen, Liam Pickering, Dan Richardson, Ken Wood and Scott Lucas and we thank them all for their contributions as Advisory Board members during 2008.

AdvICE, gRIEvANCES & LEgAL REPRESENTATION

The AFLPA is well equipped to provide advice, support and representation for players in relation to queries, issues and grievances which might arise with their football employment or other legal issues they may have.

In 2008, the AFLPA supported its members in relation to a range of on-field and off-field issues – some of which were the subject of significant media attention but many of which were resolved quietly behind the scenes with the cooperation of the various parties involved.

Clearly the complex matter of Ben Cousins’ return to AFL football presented a number of challenges for the AFL industry, including the AFLPA. We were involved in providing representative support and advocacy to and on behalf of Ben throughout his period of suspension and subsequent return to the game.

Over the course of the 2007/08 summer the AFL instructed retired Supreme Court Judge Mr Gillard QC to conduct a review of player conduct matters at West Coast Eagles Football Club. AFLPA Legal Services Consultant Bernie Shinners represented a number of players in interviews as part of this investigation and also led the AFLPA’s cooperation with the Gillard review.

Over 100 players received the benefit of advice and representation from the AFLPA in personal grievances, disputes or rule interpretation matters throughout the reporting period. Once again in 2008, this service extended from telephone advice provided to players directly or via their accredited agent to extended grievance resolution and arbitration.

Outside of football, the AFLPA continued to represent players seeking the removal of unauthorised web-based material on social media sites such as MySpace and Facebook. After many months of repeated cases the AFLPA was finally able to secure a more systematic process for such removal with MySpace which has resulted in a more efficient protection of player rights and reputation in this area.

The AFLPA was also involved in advocacy on behalf of specific players to media organisations in circumstances where media investigations, reporting and publishing pushed the boundaries of reasonable ethical conduct. The AFLPA understands that the media plays an important role in reporting on matters of public interest and in many instances fuels the interest which results in wonderful support for the game of AFL. However, in an incredibly competitive media landscape the AFLPA is increasingly required to play a role in protecting the interests of its members where intrusive media reporting seeks to go beyond reasonable standards of public interest.

OCCuPATIONAL hEALTh & SAFETY

The AFLPA has continued to represent the interests of AFL players on matters pertaining to the safety of their work place – particularly in relation to the quality of playing surfaces, injury treatment and management and the laws of the game.

As a member of the Telstra Dome Surface Working Party, the AFLPA has been very pleased with the advances made in the quality of the playing surface at this venue. Telstra Dome management have invested substantially in research and development initiatives over the past 2 years resulting in a more durable playing surface for AFL football. Less grass was required to be replaced at Telstra Dome during the 2008 season than any previous year and the hardness readings of the ground have been as good as any other stadium across the country. We extend our appreciation in particular to Ian Collins and Gavin Darby for their work in this area. Thanks also to Kangaroos Club Delegate Drew Petrie who represented AFL players on the Working Party.

Unfortunately, developments have not been so positive at some other facilities – notably the GABBA and Manuka Oval – where playing conditions have been less than ideal principally due to the presence of cricket wicket tables in the centre of the grounds. The AFLPA is increasingly concerned with the suitability of these venues for AFL football and has much work to do ahead with the AFL, Clubs and venue managers to achieve improvements on behalf of all players.

As mentioned above, AFL players are well represented in matters involving the laws of the game of AFL Football and in 2008 the safety of players benefited from rule changes designed to better protect players putting their heads over the ball in the course of play. Many AFL players are resistant to rule changes, preferring the game evolves naturally. However players have supported the more stringent penalties applicable to collisions where the risk of serious injury to a player with his head over the ball is apparent.

AFLPA ANNUAL REPORT 200824 WORKPLACE RELATIONS & ADVOCACy 25

TAX TEST CASE – dEduCTIbILITY OF PLAYER AgENT FEES

In 2008 our tax test case progressed on appeal to the full court of the Federal Court. In 2007, the AFLPA conducted a successful test case in the Federal Court challenging the Australian Tax Office’s interpretation of the tax law as it applies to the deductibility of player agent fees incurred by AFL players in the course of carrying on their business as professional athletes.

Unfortunately the ATO was successful in having the initial judgment set aside on appeal before the Federal Court, however late in 2008 the High Court of Australia granted our application for special leave to appeal the decision. As such we expect a final determination of this matter in the first half of 2009.

AuSTRALIAN AThLETES’ ALLIANCE

The AFLPA continued to play a substantial role in the Australian Athletes Alliance (AAA), an organisation of Australian player associations including those representing professional athletes in rugby union, rugby league, cricket, soccer, netball and swimming. Brendon Gale is a member of the Board and chairs the Government Committee charged with executing the AAA’s lobbying efforts. Matt Finnis sits on the AAA’s Tax Policy Subcommittee and Kim Gregg on the Women’s Committee.

During the past year, AAA implemented structural changes to allow the organisation to develop and execute its policy objectives in the most effective and efficient manner. This included hiring a part-time executive, as well as recruiting an independent Chairman: Craig Foster. Craig’s experience, including as an athlete, player association executive and member of the media has been and will be a valuable asset to the AAA.

The AAA, with AFLPA, coordinated and funded the legal efforts for our successful application for leave to appeal the tax test case and is working to ensure that we prevail in our arguments before the High Court.

AAA has met with various state and national leaders and developed policy in areas of key concern to athletes. AAA continued to advocate on doping issues, including a submission to ASADA regarding amendments to the National Anti-Doping Scheme.

More importantly, AAA provided a broad policy submission to the Australian Independent Sports Panel, the government body developing Australia’s future policy on sport. In addition, a group of representatives, including Brendon Gale, met with the members of the independent panel both to propose concrete measures and to ensure that athletes continue to play a meaningful role in determining Australia’s sporting policy. Portions of the submission to the Independent Sports Panel were picked up by the media and received positive coverage. Both submissions are available at the AAA website: www.AthletesAlliance.org.au.

AFLPA ANNUAL REPORT 200826 AFLPA PLAyER DEVELOPMENT PROGRAM 27

The AFL Players’ Association is committed to providing its members with a comprehensive development program to assist in their preparation for life beyond football. The AFLPA Player Development Program is highly regarded within our industry with usage and awareness at its highest level in its history.

The aim of the AFLPA Player Development program is to build the Communication, Decision Making and Resilience skills of all AFL players. We seek to achieve and enhance an AFL Players’ sporting excellence through education and vocational development. With greater understanding and recognition of the services provided by the Player Development Program the AFLPA has made a significant difference in the lives of our new generation of AFL Footballers both on and off the field. The AFLPA’s commitment to this cause is significant, however for sustained meaningful change to occur all stakeholders including the AFL, Clubs, Coaches, Administrators and Players need to acknowledge the importance for the overall development of this important group.

The pressure on AFL players grows with every season. There are now greater demands on their time, their bodies and the overall expectation placed upon them. All these pressures coupled with the greater rewards our game now provides means that players are faced with many choices. Today, more often than not players will deal with their own short term Career Development outlook rather than planning and investing in their future once they retire from AFL. This unfortunately can lead to players struggling with the transition to life after a professional sporting career.

As our game grows and prospers the need to ensure the players who make this game what it is today are supported and developed has never been greater. The Player Development team at the AFLPA has sought to work with clubs to ensure they are more pro-active in providing a workplace that is an industry leader in support and awareness of the unique issues these young men will face during their careers. We have taken another great step in 2008 with the program we provide the industry and look forward to making the following year an even more successful and productive one.

PLAYER dEvELOPMENT uSAgE FOR 2008

The following information outlines the usage of services for the period 1st November 2007 to the 31st October 2008 for each Player Development Department.

Career and Education Services

The number players who received Career Development advice during this period = 263

The amount of Career Development sessions provided = 656

The top three reasons players sought Career and Education advice for included:

1. Educational Advice

2. Career Counseling

3. Study Skills

Transition Services

The strength of the partnership between the AFLPA and AFL SportsReady over the years has led to the delivery of quality career transition programs to AFL players. The following two programs are examples of the commitment both organisations have in ensuring AFL players have a smooth transition in and out of their Professional Sporting career.

Football Apprenticeship

The Football Apprenticeship has once again proved a vital program in developing the broad skills young AFL Players require to adapt to life as professional sportsman. Open to all 1st and 2nd year players, 12 AFL clubs participated in this program in 2008. Those players successfully completing the Football Apprenticeship earned a Nationally recognised Certificate 3 in Sport (Career Oriented Participation).

The decision making, communication and resilience skills taught in this program are helping players maximise their talent and giving clubs a valuable program to provide their new recruits as a year long induction program which exposes them to the life of an AFL Footballer.

88 AFL players participated in the Football Apprenticeship in 2008, the most since the programs inception in 2006.

Next goal Program

The ‘Next Goal’ Program has been implemented to provide opportunities and support for players looking for practical work experience during their football careers. It aims to enhance the post-football employment prospects of suitably qualified and/or career oriented current and recently retired AFL players.

In 2008 there were a number of players who benefited from acceptance onto the Next Goal program. The total of these players who started either a 10 day or 30 day work placement was 48. Many of the players participating in this work placement program end up with full-time or part-time offers of employment. The Next Goal program provides an important link for our retiring players to gain the necessary experience and confidence to make a successful transition from football to work life.

The Next Goal breakfast in March 2008 highlighted players on the program such Mathew Lappin (Carlton), Shane Crawford (Hawthorn) and Ken McGregor (Adelaide). Their stories illustrated the benefits of how planning for a career after football can actually enhanced their performance as a player. We wish all three players the best of luck with their future post-football careers.

AFLPA PLAyER dEvELOPMENT PROGRAM

“the Player development Program the AFLPA has made a significant difference in the lives of our new generation of AFL Footballers both on and off the field”

sTEvE ALEssIO generAL MAnAger - PLAyer deveLOPMent

AFLPA ANNUAL REPORT 200828 AFLPA PLAyER DEVELOPMENT PROGRAM 29

RETIREd & dELISTEd PLAYERS REPORT

The number of players who retired or were de-listed in 2008 = 134.

This was broken down into Retired players (42), Primary listed players (57) and Rookies (35).

The top three areas players moved into in their post-football careers included:

1. Work & State or Local Football

2. Study & State or Local Football

3. Work

All players who retire or are delisted have a comprehensive session with the Transition Services Manager to ensure their exit from the game is a smooth one. The topics covered in this session include injury management, Career and Education help, vocational and work placement assistance, superannuation and retirement fund advice. The player is advised that all these services are available to them for three years after their exit from the game.

PSYChOLOgY SERvICES

The number players who were counselled during this period = 109

The amount of counselling sessions provided = 566

The top three reasons players sought counselling for included:

1. Relationships

2. Anxiety/Depression

3. Career Stress

OThER PROjECTS

Mike Fitzpatrick Scholarships

The scholarship has been named after Mike Fitzpatrick in recognition of his outstanding efforts and achievement to combine football with academic excellence.

The scholarships help support young players meet their educational commitments while developing and aspiring to an AFL career. There is a desire to assist those players who may be at some financial disadvantage. The scholarship program has been developed in conjunction with the AFLPA Player Development Program and reinforces the Association’s commitment to future player education and welfare. The AFL Players’ Association awards a bursary totalling fifty thousand dollars ($50 000) which is shared amongst recipients for a 12-month period.

The 2008 recipients were:

Trent McKenzie (VIC) Western Jets Hayden Jolly (SA) Glenelg Koby Stevens (VIC) Gippsland PowerDarcy Armfield (SA) GlenelgAaron Tuxworth (TAS) AFL TasmaniaMitchell Hallahan (VIC) Dandenong StingraysKaine Stevens (NSW) AFL NSW/ACTTimothy Milera (SA) Pt Adelaide MagpiesScott Lycett (SA) Pt Adelaide MagpiesJamie Solly (SA) Pt Adelaide MagpiesMitchell Golby (VIC) Gippsland PowerDylan Ribbons (SA) West AdelaideDaniel Semmens (VIC) CobdenJack Guy (SA) South AdelaideAnthony Miles (NSW) AFL NSW/ACT

Staff changes in Player development in 2008 included:

Jessica Fairchild, our former Player Development Coordinator left us just during 2008 for a new career in the aviation industry with Virgin Blue. Jessica had been with the AFLPA for 5 years and had developed strong relationships with players, club personnel and industry stakeholders. Her dedication to her role and willingness to go that extra mile was appreciated by all of us who had the pleasure of working with her. We wish her all the best in her new and exciting career.

Nadia Taib joined us late in 2008 as our new Player Development Coordinator. Nadia’s tertiary background in Elite Athlete Management made her a prime candidate for the role. Having also worked in Sports Marketing Nadia brings with her a broad skillset that has already been of great assistance to the Player Development team. Nadia has hit the ground running in her new role and we all look forward to a successful and productive year ahead.

We would also like to thank Sarah Roder our Psychology consultant in Victoria for her valuable contribution with the AFLPA over the last year. We welcome Richard Kaa as the new consultant replacing Sarah and wish him all the best in his new role.

AFLPA ANNUAL REPORT 200830 AFLPA PLAyER DEVELOPMENT PROGRAM 31

PLAYER dEvELOPMENT INITIATIvES FOR 2009

1. AFLPA developing club Player development Managers

The increasing need to enhance the status of the internal welfare position at each AFL club by ensuring it is a senior full-time role, discreet from any football related duties with an incumbent that is both appropriately qualified and experienced is of paramount importance. The Player Development Manager will be a pivotal person in the delivery of our education programs for career advice, transition advice, responsible use of alcohol, problem gambling, drug education and professionalism. They are the club link to the increased utilisation of all AFLPA Player Development services. In addition we will provide exclusive professional development & education to Player Development Managers at all AFL clubs. Through the Australian College of Applied Psychology we aim to equip them for this increasingly important role. Almost half of the club Player Development Managers completed units in Sports Psychology and Counselling Skills in 2008. Further, units in Social, Legal and Ethical issues, Strategic Management and Career Planning are scheduled for 2009.

2. Lifting Literacy and Numeracy standards in AFL players

For the first time in our sports history, every player entering the AFL system was tested for their Literacy and Numeracy standard. This confidential testing is designed to help identify players who may have deficiencies in this area which may jeopardise their chances of maximising their AFL careers.

After testing approximately 120 first year players, a handful of players were identified as requiring some assistance. They were assisted through a tailored one on one tutoring program to work on their specific needs. The feedback from both clubs and the individuals involved has shown that such an initiative is imperative to the confidence and wellbeing of players who need assistance in this area of their life for both their on and off field performance.

Expansion of this program is planned for the 2009 season with the support of the Australian Council of Education and Research (ACER) who will provide assistance with resources and expertise in the analysis of information from the tests.

3. Embedding Education at AFL clubs

With the ongoing development of quality Player Development Managers at AFL clubs the time is right to start supporting them in delivering tailored club based education sessions throughout the playing season. The AFLPA will endeavour to provide each club with a specific AFL curriculum resource kit to assist in education delivery to their players. Initially, overseen by the AFLPA Player Development team, this mode of delivery promises to enhance the learning outcomes and delivery efficiencies for all clubs and players.

The resource kit will be a combination of session notes, DVD’s containing video based case studies and scenarios and assessments to ensure no player will leave a session without an understanding of the concepts and content that has been delivered. Such an initiative is crucial to ensure our players are well equipped to make the right decisions when required.

AFLPA ANNUAL REPORT 200832 PSyCHOLOGy, PEOPLE & CULTURE 33

The People & Culture function within the AFLPA was created to recognise the importance of people within the business of football for the AFLPA. There are 2 distinct elements to the P&C operation – internal & external.

The internal People & Culture function for AFLPA is about attracting, developing, and retaining talent within our business. The ideas and innovations of our people are our commodity and we strive to have the very best person in every role within AFLPA. We also adopt a philosophy of giving people opportunities to grow and challenge themselves, assessing people on merit and achievements, supporting a balanced work-life, and encouraging long term relationships with AFLPA. Getting the ‘people’ aspect of the business right underpins our strategic plan on a cultural and an operational level. Some of the initiatives undertaken in this inaugural year have included an overhaul and professionalization of our recruitment processes and a complementary focus on best practice for people transitioning out of the organisation, an analysis of factors affecting retention, a streamlining of the performance review process, and a strong emphasis on becoming an organisation characterised by learning and development, including the development of talent at the top.

The external People & Culture function is about driving the agenda for positive changes that will impact on those people who make sport their career, and the broader community who regard them.

Through engagement and collaboration with myriad stakeholders both within and outside of the football industry, we are able to exert influence over the way that footballers, and the issues that affect their lives, are seen. In collaboration with beyond Blue – The National Depression Initiative, we have designed and delivered an award winning program aimed at raising awareness of mental health issues in sport which has become the template for many other sports in Australia. In conjunction with The University of Melbourne and the AFL, we have embarked upon the Responsible use of Alcohol initiative, commencing with research by the Burnett Institute of Australia and including the development of a Responsible use of alcohol framing policy and associated workshops. This initiative has been a wide-ranging industry collaboration involving over forty stakeholder groups from the drug and alcohol industry, the workplace relations industry, Victoria police, state and federal governments and all sixteen AFL clubs. The work has received recognition in the form of the Vice Chancellor’s awards for Knowledge Transfer at Melbourne University and has been widely publicized in print and radio media. Media engagement is increasingly seen as an important strategy in terms of shaping football culture and we believe that we should not only have a voice in the discussion but in fact we should procure, capture and safe-guard industry knowledge in this era of increasing change and challenge.

PSyCHOLOGy, PEOPLE & CULTUREdR PIPPA GRANGE generAL MAnAger - PsyChOLOgy, PeOPLe & CuLture

“getting the ‘people’ aspect of the business right underpins our strategic plan on a cultural and an operational level”

AFLPA ANNUAL REPORT 200834 PLAyER IMAGE LICENSING 35

LICENSINg ROYALTY PAYMENTS

The tough economic climate did not dampen the interest in AFL player product with a total royalty increase of payments to players exceeding 39% from $902,370.56 in 2007 up to $1,256,333.93 in 2008.

In summary the licensing revenues showed that great interest continues in player trading cards with Licensee ‘Select’ increasing their player revenues from $522,791.32 in 07 up to $597,069.65. Select incorporated two new products in 2008 - small player figurines and player stickers. We look forward to both products building upon their strong foundation to enjoy continued success in the future.

2008 was also a pleasing year for ESP memorabilia with an increase of 138.81% from $89,713.52 in 2007 to $214, 249.30 in 2008. This was mainly as a result of the popularity of retirement product for players leaving the game including Nathan Buckley, Mark Ricciuto and James Hird.

The new Topps, Chipz product exceeded all expectations with strong returns to players of approximately $173,000. The range of Sporting Souvenirs player magnets and badges also proved to be popular, with a 12% increase in royalty payments to players. Many factors contributed to these increases, in particular, players such as Lance Franklin and Dale Thomas’ continued and increasing popularity and the move of Chris Judd from West Coast to Carlton.

And for the first time in the AFLPA’s history, royalties to players from the sales of licensed product exceeded the $1 million mark so increasingly player products are an important and popular AFL product.

AFL.COM.Au – MuLTI MEdIA

2008 saw an increase of players participating in the four weekly afl.com.au programs (Thursday Ins and Outs, Friday Tipoff, Saturday Central, Sunday Central) that were filmed throughout the season over 30 weeks from the Preseason Cup through to the Grand Final. The player appearances involved over 70 different players participating including a wide range of ages and experienced players, several players from interstate clubs as well as a live cross to a Sydney studio with Sydney Swan Brett Kirk. In addition to the weekly programs 14 ‘afl.com.au Ambassadors’ were selected to contribute blog diaries, their own video diaries and/or a combination of both.

The multi media program distributed over $280,000 to players in 2008.

PLAyER iMAGE LiCENSiNGKIM GREGG MAnAger - MeMbershiP serviCes

“royalties to players from the sales of licensed product exceeded the $1 million mark so increasingly player products are an important and popular AFL product”

PLAYER IMAgE/MARkETINg

The use of individual player images for marketing purposes again proved popular in 2008.

Companies including Telstra, Medibank Private, Origin Energy, Connex, Tattersalls, Hungry Jacks, Australian Defence Force, Caltex, Tissot, Vodaphone, Coca Cola, Crown Casino, a number of not for profits as well as AFL Licensees all sought approval for use of a player image in a promotion.

Requests were received across a range of media including print, radio, television and new media.

Examples of such campaigns included the use of individual player images for use in Medibank’s weekly AFL Record advertisements, featuring seven players from three clubs over the life of the campaign.

Payments for usage ranged from no fee (for charity type promotions) to $50,000 per promotion.

Individual player product programs using player image enjoyed a marked increase. The Smiths Tazo’s promotion, utilising two current players from each club as well as a Club Legend, accounted to over $70,000 in individual player image fees alone.

Total approvals co-ordinated via the AFLPA exceeded $200,000.

36 COMMUNITy DEVELOPMENT 37AFLPA ANNUAL REPORT 2008

Recognising the important role players can (and already are) playing in our community the AFLPA has gone through a process to identify how this engagement can be further consolidated and supported by the AFLPA. This process took input from numerous stakeholders including players and identified that engaging with youth should be a focus of the AFLPA.

As part of this process, the AFLPA further narrowed this youth focus to concentrate on the issue of youth homelessness, in particular on Ladder – the co AFL Players’ Association and AFL Foundation initiative to tackle youth homelessness.

Recognising the current and future potential of Ladder, the initiative is a ready made vehicle for player engagement. Ladder is to be the AFLPA’s sole endeavour to support the community that so strongly supports the AFL industry. We would also like to acknowledge Rina Adamson’s input in this process and wish her all the best in her future endeavours.

whAT IS LAddER?

Ladder is a joint initiative between the AFL Player’s Association and the AFL Foundation. Created to tackle the issue of youth homelessness, Ladder will offer young people with histories of homelessness integrated accommodation, support and other opportunities to improve their lives. Ladder aims to engage players with the issue of youth homelessness across in every state where AFL football is played and already has negotiated partnerships with all levels of government that will see Ladder launching in both Melbourne and Adelaide in 2009.

Australian Rules Football holds an important emotional position within contemporary Australian society, which Ladder hopes to tap into – drawing on the resources, passion and commitment from the AFL industry, the media, the broader community and Ladder’s key asset – the players themselves.

Players will be involved in many aspects of Ladder, most importantly in their involvement in a tailored mentoring program. The player’s time will be volunteered and will focus on building confidence, self-esteem and promoting self-growth and independence of Ladder participants. The more vocational, psychological and accommodation needs will be addressed through partnerships with existing service providers.

AFL FOuNdATION & AFL PLAYERS’ ASSOCIATION SuPPORT OF LAddER

The AFLPA and AFL Foundation will are strongly supporting Ladder, not just by raising funds, but also by engaging closely with highly respected corporate, community and government figures. Ladder will be at the core of AFL Foundation and AFLPA events as the charity of choice and already holds a strong profile in these circles.

LAddER PROjECTS

South Australia

Ladder has formed a partnership with the Government of South Australia and Commonwealth Government that will open accommodation in South Australia in 2009. A prominent building was purchased in Port Adelaide with Ladder South Australia being launched in October 2008 by Federal Housing Minister Tanya Plibersek, South Australian State Housing Minister Jennifer Rankine, South Australian Commissioner for Social Inclusion Monsignor David Cappo and AFLPA CEO Brendon Gale. Centre renovations, which began in October of 2008, are continuing.

Once renovated, the building will house 23 young homeless or at risk of becoming homeless people. As well as the accommodation the building will also contain indoor and outdoor common areas, office space, meeting rooms and a café. Ex-crow Andrew Crowell was appointed earlier in 2008 as Project Officer to oversee the project for Ladder and has shown excellent leadership in putting this project together.

We would like to thank the team in Adelaide from the Department of Family and Communities for their enthusiasm and hard work over the last year and look forward to bearing the fruits of that work in 2009.

victoria

We are currently finalising negotiations with the Victorian State Government that will give us access to a building in inner Melbourne. We look forward to making an announcement about this early in 2009.

National Expansion

We are currently looking at ways to expand the program in to the other football states. We see this as important as it will give players from all states a chance to impact on the issue of youth homelessness.

Community Spirit Award

Retiring Essendon player Adam Ramanauskas was a worthy winner of the 2008 AFLPA Community Spirit Award. Adam received the award in recognition of his community work dealing with the issue of cancer and in particular the nationally successful ‘Call to Arms’ campaign.

ChARITAbLE dONATIONS

AFLPA Charity Trust

In line with the AFLPA’s strategic commitment to Ladder the AFLPA Charity Trust will continue to support Ladder in its role helping homeless youth across Australia. In 2008 the AFL players increased their donation per player from $15 to $25 per game ensuring that Ladder will be able to make significant and sustainable change to the young people who are involved in the project.

AFL hall of Fame Tribute game

AFL players selected to play in May 2008’s AFL Hall of Fame 150th Anniversary tribute game donated their entire match fees ($250,000) to three groups including the AFLPA Past Player Hardship Fund, Homeless youth via the Ladder Program and Indigenous communities via RecLink Australia.

COMMUNiTy dEvELOPMENTMARK BOLTON generAL MAnAger - LAdder

“created to tackle the issue of youth homelessness, Ladder will offer young people with histories of homelessness integrated accommodation, support and other opportunities to improve their lives”

AFLPA ANNUAL REPORT 200838 COMMUNICATIONS REPORT 39

The AFL Players’ Association Communications Department is responsible for the AFLPA’s media liaison, publication management and general communications with current and past player members of the AFL Players’ Association.

With members based across five states and a number of time zones, the Communications Department works closely with all departments within the AFL Players’ Association to ensure accurate, timely and appropriate information is available to AFLPA members.

In addition to this, one of the Communications Department’s key responsibilities is to drive the protection and enhancement of the image and reputation of AFL players by engaging and influencing the football industry and public alike.

By using a number of coordinated and complimentary tools, the department works to help achieve these ends.

MEdIA

The reporting period was one of increased media interest and scrutiny of AFL players and the game. With around 760 journalists accredited to cover AFL football, the AFL and its players continued to dominate the sporting media landscape.

wEbSITE – www.aflpa.com.au

In 2008, the new AFL Players’ Association website – www.aflpa.com.au was launched, delivering a vastly improved resource to AFLPA members, AFL stakeholders and the public alike.

The site was designed in collaboration with Melbourne Design Studio ‘Greyspace’ and RMIT Honours students, via the ‘Meanwhile’ studio.

Based on the principles of social media (Web 2.0) and aggregation, the new site allows the AFLPA to aggregate content from other ‘worthy’ sources providing a single source of information on current and relevant topics.

The site design focuses on cost effective scalability and the concept of websites as services rather than stand alone applications.

Since the sites inception, www.aflpa.com.au has measured favourably against ‘like sized’ sites, enjoying strong results across a range of measurable standards such as average new visits and time on site statistics.

In addition to supplying information and resources to players, the football industry and public, the site also features access to a range of practical yet important Player Development application forms such as education & training grant forms.

COMMUNiCATiONS REPORTJAsON MURNANE COMMuniCAtiOns & PubLiCAtiOns MAnAger

“the Communications department works closely with all departments within the AFL Players’ Association to ensure accurate, timely and appropriate information is available to AFLPA members”

AFLPA ANNUAL REPORT 200840 COMMUNICATIONS REPORT 41

INFORM

Inform, the official publication of the AFL Players’ Association benefited from a complete redesign over the reporting period, which saw Inform almost double in size, growing from 12 to 20 pages.

A greater focus on player contributions, combined with useful, entertaining and thought provoking material has delivered an improved and more focused publication.

Readers have enjoyed feature stories on a range of AFL players, interesting and motivational pieces on off field player development, greater dedicated space to past player members and the introduction of a hard hitting opinion page titled ‘In and Under’.

Inform remains a strong vehicle to highlight the many valuable AFLPA programs as well as the enhancing relationships with service providers and sponsors.

PLAYER SuRvEY

In 2008, the annual AFLPA player survey was completed by six hundred and twenty nine AFL players (88% of all AFL players) across all 16 clubs nation wide.

Strong levels of survey returns ensure that the AFLPA receives a truly representative view on a broad range of issues across the national playing group. The survey provides the AFLPA with valuable and contemporary insights into issues facing the playing group, helping set the Association’s agenda ensuring the AFLPA reflects the views and aspirations of its members. The AFLPA thanks players for their thoughts and time in completing the survey. Club delegates are particularly thanked for their assistance in the completion of the survey.

The survey was formally presented to AFLPA player representatives at the annual AFLPA Executive & Delegates conference.

Melbourne’s Herald Sun again published sections of the survey spawning further stories in News Limited publications across Australia – a combined readership of over four million. The AFLPA thanks the Herald Sun for its contribution.

Around 84% of AFL players surveyed rated the performance of the AFLPA Communications Department to be either excellent or good.

EXECuTIvES & dELEgATES CONFERENCE

The annual AFLPA Executive and Delegates conference plays a crucial role in ensuring the AFLPA remains a member driven organisation.

The conference provides AFLPA player representatives with an excellent opportunity to discuss consider and offer feedback on important issues facing the AFLPA and its members.

The 2008 conference focused on areas including player movement, player development as well as player positioning.

A key outcome of the conference was the establishment of a number of ‘work groups’, made up of AFLPA player representatives and staff to research and provided feedback on a number of fields of importance to AFL players and the ability of the AFLPA to best represent players.

These working groups include:

Player Positioning, Community Development, Events, Player Development, Player Image Licensing, Balancing Football & Personal Lives and Player Appearance Review.

AFLPA player representatives are thanked for their valuable contribution to the conference.

‘PLAYERS INC’

Throughout 2008, the AFLPA continued our weekly radio program ‘Players Inc’, broadcast on Melbourne radio station 1116 SEN. The program offers players and the public alike with an insight into AFL players and the work of the AFL Players’ Association.

Players to appear on the program are warmly thanked for their contribution.

REAChINg OuR MEMbERS

Player surveys continue to indicate that email and SMS are two preferred methods of communication with players.

In 2008, the AFLPA redesigned its ‘Members Update’ email delivering a fresher, more contemporary looking email newsletter to AFLPA members.

The use of concise text messages to players allowed AFLPA office staff to communicate instantly and concisely with a targeted range of players or groups across a range of topics.

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EVENTS, SPONSORSHIPS & PARTNERSHIPS 43

2008 saw the AFL Players’ Association continue to consistently develop the profile of the strong stable of events within the AFLPA corporate hospitality and events calendar.

Events conducted by the AFL Players’ Association over the reporting period included, the fourth annual AFLPA & Kangaroos Network of Women (KNOW) Mother of the year award, the Next Goal Breakfast, the ever popular AFLPA Grand Final Breakfast, the AFLPA Past Player Golf Day, the AFLPA’s prestigious Most Valuable Player Awards night and to round out the year in style the Madden Medal Awards luncheon.

ThE MOST vALuAbLE PLAYER AwARdS NIghT

The AFLPA’s night of nights, the Most Valuable Player Awards were held on Monday 8th September, at the Grand Hyatt in Melbourne.

2008 saw the awards move away from their traditional time slot of Grand Final Eve into the second week of finals. Guest numbers swelled to over 500 people with the event enjoying increased attendance from current playing members and the general AFL industry.

The MVP Awards continue to grow and further establish themselves as a significant and esteemed event within the AFL football calendar.

The profile of the MVP Awards continued to increase, with event partner Fox Sports, broadcasting the evening to a potential national viewership of 1.8 million people.

The night ran smoothly as experienced host Jason Dunstall took control of the proceedings and combined well with Leigh Colbert and Rohan Smith for special comments. MVP special guests included high profile players such as Jonathan Brown, Brett Burton, Luke Ball, Tom Harley, Nick Maxwell, Gary Ablett, Lance Franklin and Matthew Pavlich to name only a few. Rounding out the night perfectly was the presentation to Geelong’s Gary Ablett of the Leigh Matthews Trophy for Most Valuable Player Trophy by the awards name sake and AFL legend Leigh Matthews.

Gary became just the second player, after Michael Voss, to receive the prestigious award two years running.

EvENTS, SPONSORSHiPS& PARTNERSHiPS LEANNE FRENCh events MAnAger

“created to tackle the issue of youth homelessness, Ladder will offer young people with histories of homelessness integrated accommodation, support and other opportunities to improve their lives”

AFLPA ANNUAL REPORT 200844

EVENTS, SPONSORSHIPS & PARTNERSHIPS 45

The recipients of the awards voted on by AFL Player’s were as follows:

Leigh Matthews Trophy for Most valuable Player Proudly sponsored by Medibank Private

1. gary Ablett (geelong) 10882. Lance Franklin (Hawthorn) 7183. Brent Harvey (North Melbourne) 4404. Matthew Richardson (Richmond) 1485. Chris Judd (Carlton) 140

Robert Rose Award for Most Courageous Player Proudly sponsored by AMP

1. jonathan brown (brisbane) 1372. Brett Kirk (Sydney) 1273. Joel Selwood (Geelong) 874. Luke Hodge (Hawthorn) 565. Matthew Richardson (Richmond) 50

best Captain Proudly sponsored by Fox Sports

1. Tom harley (geelong) 1412. Chris Judd (Carlton) 1033. Brett Kirk (Sydney) 804. Jonathan Brown (Brisbane) 575. Adam Simpson (North Melbourne) 40

best First Year Player Proudly sponsored by Red Bull

1. Rhys Palmer (Fremantle) 2522. Cyril Rioli (Hawthorn) 1673. Trent Cotchin (Richmond) 804. Austin Wonaeamirri (Melbourne) 305. Harry Taylor (Geelong) 21

In the categories voted on by judging panels, the following individuals were considered more than worthy recipients:

Education and Training Excellence Award Proudly sponsored by Drake Training

The judges recognised the achievements of St Kilda’s Jason Blake who has successfully combined education and football throughout his career. With two subjects to complete a double degree in Bachelor of Civil Engineering (Construction Management specialization) and Bachelor of Business (Finance Specialization at RMIT), Jason was working eight hours per week with Thinc Projects, a construction management and consulting firm.

grant hattam Trophy Proudly sponsored by Kelly Hazell Lawyers

The Grant Hattam Trophy is awarded for the best piece of football journalism from a player’s perspective.

This year the award went to Mike Sheahan from Herald Sun. Sheahan’s insightful story “All bets are off” took an in depth look at Adelaide Crows star Simon Goodwin’s battle with gambling addiction.

The AFLPA would like to congratulate all of the award nominees and recipients for the 2008 awards.

In addition the AFLPA would also like to thank the following sponsors for their contributions toward the MVP function which helped ensure the night was an overwhelming success:

Medibank Private

AMP

Fox Sports

DRAKE Training

Kelly Hazell Lawyers

Foster’s Group

Past winners

Afl Players’ Association Leigh Matthews Trophy for Most valuable Player

1982 Leigh Matthews (Hawthorn) 1983 Terry Daniher (Essendon)1984 Russell Greene (Hawthorn)1985 Greg Williams (Geelong) 1986 Paul Roos (Fitzroy) 1987 Tony Lockett (St Kilda)1988 Gerard Healy (Sydney)1989 Tim Watson (Essendon)1990 Darren Millane (Collingwood)1991 Jim Stynes (Melbourne)1992 Jason Dunstall (Hawthorn)1993 Gary Ablett (Geelong) 1994 Greg Williams (Carlton) 1995 Wayne Carey (North Melbourne)1996 Corey McKernan (North Melbourne)1997 Robert Harvey (St Kilda)1998 Wayne Carey (North Melbourne)1999 Shane Crawford (Hawthorn)2000 Anthony Koutoufides (Carlton)2001 Andrew McLeod (Adelaide)

2002 Luke Darcy (Western Bulldogs) / Michael Voss (Brisbane)

2003 Michael Voss (Brisbane)2004 Nick Riewoldt (St Kilda)2005 Ben Cousins (West Coast)2006 Chris Judd (West Coast)2007 Gary Ablett (Geelong)2008 Gary Ablett (Geelong)

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ThE MAddEN MEdAL

The conclusion of the 2008 AFL season saw many esteemed players enter a new phase in their careers as they announced their retirement from AFL football. The Madden Medal awards recognise the contribution these players have made to the fabric of football.

Presented by AMP and named in honour of the contributions of two former premiership players and AFLPA presidents, Simon and Justin Madden, the Madden Medal is awarded to the player whose contributions both on and off the field have made an indelible mark on our game.

The second annual Madden Medal function was held on December 5th at Atlantic in Melbourne’s Docklands and was attended by a who’s who of football elite. The event was a tremendous success and broadcast live on Melbourne radio station 1116 SEN.

Four awards were presented centring on the contributions that each player has made during their career. Again it was a difficult task for award judges (the AFLPA Executive Committee) to choose between all award nominees.

Award recipients:

Madden Medal – Presented by AMP

1. Robert harvey (St kilda)2. Shane Crawford (Hawthorn)3. Peter Bell (Fremantle)4. Nigel Lappin (Brisbane Lions)

Steel blue Community Spirit Award

1. Adam Ramanauskas (Essendon)2. Nathan Thompson (North Melbourne)3. Robert Harvey (St Kilda) 4. Jason Johnson (Essendon)

The Open universities Australia Personal development Award

1. Peter bell (Fremantle)2. Michael Wilson (Port Adelaide)3. Shane Wakelin (Collingwood)4. Ben Holland (Melbourne)

The gNC Livewell Football Achievement Award

1. Shane Crawford (hawthorn)2. Robert Harvey (St Kilda)3. Scott West (Western Bulldogs)4. Nigel Lappin (Brisbane Lions)

The AFLPA would also like to thank the following sponsors for their contributions toward the Madden Medal which helped ensure the function was an overwhelming success:

AMP

Steel Blue

Open Universities Australia

GNC LiveWell

Foster’s Group

The AFLPA would like to congratulate all of the nominees and recipients for each of the awards presented at the Madden Medal. We would like to thank all of the players that have retired in 2008 for their contributions toward making the game of AFL what it is today and wish them all the best for their future endeavours.

AFLPA & kNOw MOThER OF ThE YEAR

In 2008, the AFLPA, in conjunction with the Kangaroos Network of Women (KNOW) held the fourth annual AFLPA Mother of the year Award. The award continues to grow in status, as ever increasing numbers of AFL player’s look to recognise the contributions made to their AFL careers by their mothers.

The AFLPA was impressed with the number and quality of entries, with players taking great time and care in detailing just how much their mum means to them. In 2008, Andrea Slattery, mother of Essendon’s Henry Slattery was selected as the AFLPA & KNOW Mother of the year.

AFLPA NEXT gOAL bREAkFAST

The AFLPA launched the 2008 season with the annual AFLPA / AFL SportsReady Next Goal breakfast function. The breakfast highlights the innovative ‘Next Goal’ program which assists player’s plan for a career after football. Hosted by leading football broadcaster Tim Lane, the event was attended by over 300 individuals made up of host employers and key stakeholders in the AFL community.

Guest speaker Kerry O’Keefe amused the crowd with extensive tales of his test cricket career, providing the perfect blend of a former elite sportsman who dealt with the realty of his sporting career coming to a close and what the next chapter had in store.

In addition recently completed Next Goal Program participants shared their stories with those in attendance including former Adelaide Crow Ken McGregor, who completed a placement and now works full time with the Adelaide Advertiser, former Hawthorn player Nick Holland discussed his placement with Holding Redlich before gaining a full time position with the firm and Carlton footballer Matthew Lappin who completed a successful placement with Srixon Golf.

AFLPA ANNUAL REPORT 200848

AFLPA PAST PLAYERS’ gOLF dAY

In 2008 the AFLPA added a past player golf day to the calendar of events. A collection of some of the greatest and most loved footballers from VFL and AFL history were in attendance at Melbourne’s Keysborough Golf Club.

The Golf Day served to recognise the contributions made by past players to our game and assist in the establishment of social and business networks.

AFLPA gRANd FINAL LuNCh

In 2008, the AFL Player’s Association held the annual Grand Final Breakfast at ZINC, in Melbourne’s Federation Square.

The AFLPA Grand Final breakfast, conducted in conjunction with Fraser Management Group (FMG), raises funds towards welfare initiatives supporting AFLPA past player members. The breakfast featured the guest speakers Matthew Kruezer, Brent Harvey, Graeme yates, Simon Madden and Robert Dipierdomenico.

The lunch was a great success with high demand for this function and all ticket packages selling out before the beginning of the finals series.

The AFLPA would like to thank FMG for their management of this event and all of the current and past players who gave up their time to come along and speak at the function.

AFLPA PREMIER PARTNER

AFLPA MAddEN MEdAL PARTNER

AFLPA SPONSORS & PARTNERS

49EVENTS, SPONSORSHIPS & PARTNERSHIPS