2008/09 AFL Players' Association Annual Report by AFL Players

AFL PLAYERS’ ASSOCIATION ANNUA L REPORT 2008 / 2009

AFL PL AYER S’ A SSOCIATION

ANNUAL REPORT 2008/2009

AFL Players’ association Level 2, 375 Albert Road Ablert Park, Vic 3206 P: (03) 9926 1344 F: (03) 9926 1350 E: info@aflpa.com.au

www.aflpa.com.au

CONTENTS AFL PLAYERS’ ASSOCIATION ANNUAL REPORT 2008/2009

President’s Message

CEO Report

Mission Statement & Objectives

Organisational Excellence

Collective Representation

Player Development

Community & Communication

Acknowledgements

Sponsors

Financials AFL Players Association Inc.

Charity Fund

Images courtesy of AFL Photos / Shannon Morris 1

President’s Message Joel Bowden – AFLPA President

We have shown again and again that we are prepared to tackle the hard issues, to look at ourselves and take corrective action. However, remember in being leaders of change and setting the agenda, society and especially the media, will look less favourably on misdemeanours. Therefore all players are required to act and conduct themselves with the upmost care and dignity.

LADDER

President’s message

he last year has been one of tremendous challenge and opportunity for AFL players. More than ever, as a collective, AFL players have shown leadership and commitment to excellence both on and off the field. Yes, the amount of public and media scrutiny is at levels like never before, but with this, of course, comes accompanying positives. Players are being watched, listened to, and ‘clicked on’ more than ever. Many clubs are showing record memberships while attendance figures are the envy of most professional sports leagues around the world. This is due to a range of factors; our game is well managed, our clubs are becoming more successful at turning supporters into members and our venues are attractive. But it is the week by week brilliance, dedication and bravery of the players (including three time MVP winner Gary Ablett and Madden Medallist Michael O’Loughlin), which is the key driver of this outstanding success.

and committed to, the introduction of both the Gold Coast and Western Sydney franchises. It’s ‘good for the game’. As a code, we cannot afford to sit on our hands and bask in the glow of the tremendous figures that our game seems to continually generate. We must, and will, seek new opportunities to grow our game.

DEDICATED PDM We remain committed to the principle that all clubs should have a full time dedicated player development or welfare officer. Our game has become professional in all other areas and now is the time for all clubs to step up and commit to the off field development of their players. Just like you deserve to have an assistant coach, it is paramount that players have a dedicated impartial PDM to advance their off field progress. It is no coincidence that players developing off field, prosper on field.

GROWTH

COLLECTIVE REPRESENTATION

With the pending introduction of two new clubs we are seeing more opportunities opening up for AFL players. Players are supportive of,

Industrially, whilst we have moved closer to some of our major objectives, we are yet to achieve some of our longer term goals. A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

The lack of movement on free agency has been a source of frustration, considering the amount of research and our commitment to collaborate with the industry. Rest assured that the team lead by Matthew Finnis will reach a favourable outcome in the not to distant future. Free agency is about the principle and we will push this with the AFL in brokering a deal. It is clear that 2010 will be an important year, as we enter the critical phase of collective bargaining negotiations.

CULTURAL CHANGE As a united group of professional athletes, we have again taken the lead on a number of social issues, including the respectful treatment of women, responsible use of alcohol and youth homelessness. We have committed hearts and minds to a long term approach towards respect and responsibility towards women. Around 50% of our supporters are female, a claim not too many other professional sports can claim. This is something we really value. We are also committed to driving an agenda of cultural change in our industry when it comes to the responsible use of alcohol.

Through our partnership with the AFL Foundation we are helping to tackle youth homelessness. I’m pleased to say that what was once an idea, created while delivering soup in the CBD out of the back of a van, is now a functioning reality with ‘Ladder Hoddle Street’ (Melbourne) housing 12 young people. These young people are receiving specialised support and training including mentoring from AFL players and other male and female elite athletes. Of course, AFL players and clubs are in five states, so the Ladder initiative does have a national ambition. A Ladder site in Adelaide is currently under renovation and a number of other Ladder banner ideas are under consideration in the other three states in which AFL football is played. Finally, I would like to formally recognise the work of my fellow members of the AFLPA Executive. Our Executive, Delegates and Alternate Delegates are crucial to the success of our Association and I thank them for their selflessness and commitment.

Joel Bowden AFLPA President A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

NEW HORIZONS

CEO Report Matthew Finnis – Chief Executive Officer, AFL Players’ Association

execution, tactical and strategic analysis and team dynamics are all highly challenging. That is, before we consider the demands to develop the game, the fans, the brand, the community and the player. In this context, the role of the AFL Players’ Association (AFLPA) has perhaps never been more important. Owned by the players, governed by the players and operated for the benefit of future, current and past players, it has a clear charter to secure, develop and optimise economic, professional and personal development opportunities for its members. Although the AFLPA is only 35 years old, and one of the youngest stakeholders of a game which recently celebrated its 150th birthday, it is at the centre of influence on just about every core component of this growing business. This means the AFLPA must continue to pursue a vigorous agenda of spirited leadership and representation.

The Road to Success In many ways, 2009 marked a year which combined realising goals across the 4 core pillars of our strategy while laying foundations to tackle significant short and long term challenges and opportunities. A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

After over 5 years of advocacy, negotiation and, ultimately, litigation, the AFLPA finally secured tax deductibility status for player agent fees following a unanimous judgment of the High Court of Australia in June 2009. The result is an important precedent for tax treatment of fees and expenses incurred by AFL players in the course of their employment and also benefits professional athletes in many other sports throughout Australia. In a completely different field of endeavour, 2009 also marked the year in which Ladder (the AFLPA’s partnership program with AFL Foundation to tackle youth homelessness) opened its first facility in Hoddle Street, Collingwood. On the eve of the AFL finals series the lights were turned on in the 21 apartments as the first intake of homeless young people started to receive the benefit of the financial and personal support of AFL players. In August, Prime Minister Kevin Rudd described the work of AFL players, in tackling youth homelessness, as “a positive contribution in which Australia is shown at its best” – a description of which all players should be proud.

Embracing Diversity In one sense, the membership profile of the AFLPA is quite narrow when it is considered that all current players are males aged between 18 and 34 years, living predominantly in capital cities, engaged in full-time employment and earning incomes which often significantly exceed annual earnings of average Australians. However this lens ignores the diversity of the AFL playing population, and one of the great strengths of our game – namely its capacity to draw and develop athletes from vastly diverse backgrounds.

CEO Report

he contest played out on the last day of September in 2009 between the two best teams of the season in Geelong and St Kilda was symbolic of so many ingredients which combine to make our game one of the greatest sporting spectacles in the world. The preparation, dedication, uncompromising endeavour and sheer professionalism of the 44 AFL players who took to the field that day set a highly visible benchmark for all 738 players to pursue ultimate team success in the form of an AFL premiership. The physical clashes, the ‘gut running’, creative flair, courageous acts, single minded determination to force a contest, decision making under pressure – all characteristics of our game. But those who witnessed the pinnacle of the game in 2009 were left wondering whether these qualities had ever been executed to such a level before. Tom Harley’s graciousness in victory and Nick Riewoldt’s honour in defeat reflected the calibre of leadership and values amongst the current playing custodians of our game. The demands of the game on players have never been higher or more intense. The physical and mental training; preparation and recovery, skill development and

In 2009 the AFLPA also accepted 8 new members into the association from the AFL’s 17th team – the Gold Coast Football Club. Whilst this new team has arrived on the football landscape relatively quickly, it has done so on the back of many years of development, from the AFL and AFL Queensland, and we congratulate all involved in this enterprise. The fact the AFL industry is creating nearly 100 new jobs for AFL players (and as many non-playing employment opportunities) at a time when the global economy has come under enormous pressure, says much about the strength of our game but also its collective commitment to grow the code and its peak competition. We look forward to working with the two new clubs to replicate and extend the programs and services offered to our growing membership. The AFLPA has throughout 2009 continued its efforts to provide more flexibility within the AFL player labour market. Securing free agency rights for AFL players is a key objective for the AFLPA and our inability to achieve an outcome in this regard, by the end of 2009, was a significant source of frustration. Although the AFLPA’s advocacy has resulted in a heightened awareness of the issue, there is evidence to indicate a greater acceptance of the role which free agency will play amongst the industry, substantive reform is now required. The right of AFL players to secure and determine their own career path is required to bring the code into line with virtually all other professional team sports throughout the world.

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In February 2009, the AFLPA conducted its fifth Indigenous Camp in Darwin– attended by a majority of the AFL’s 82 indigenous players. As an industry we have much to gain from taking time to listen to the life journey of players such as Adam Goodes, Andrew McLeod and Leon Davis. It is a great opportunity for new players to spend time with their heroes and benefit from the wisdom of their experience. We are right to celebrate the role which football plays in the life of indigenous Australians (and vice versa) but we must also continue to challenge ourselves, our structures and support systems to ensure our industry continues to lead the way in fostering careers which are enduring and successful for young indigenous players. Just as the football loving public embraced the remarkable journey of Liam Jurrah from Yuendumu to the MCG, the AFLPA celebrated the achievement of 7 young players who graduated from a year-long numeracy and literacy program. This program has seen them develop skills beyond football which will enable them to move forward with confidence into the next stage of their lives. In the same week, we congratulated then 17 year old Sudanese born student Majak Daw on his acceptance of an AFLPA Mike Fitzpatrick Scholarship which supports prospective AFL players to balance schooling and sporting commitments. Subsequently drafted to the rookie list at North Melbourne FC, Majak represents the new guard of footballers being drawn from multicultural backgrounds which, if fostered correctly, can only make the game stronger.

In 2009, the AFLPA farewelled Brendon Gale who concluded a 5 year tenure as CEO following his decision to return to his beloved Richmond Football Club. A former president of the AFLPA, Brendon’s contribution to the organisation has been immense and the AFLPA is a stronger and more

The work of our Executive, Delegates & Alternates in representing the interests of fellow players is crucial. Joel has been a driving force behind the Ladder program and a vocal ambassador for increasing AFL and club support for player development and welfare services. His advocacy on controversial matters such as illicit drugs, free agency and CBA issues has often required Joel to provide a public face to unpopular positions – a responsibility he has never questioned and for which he leaves the game well respected. To Brett Burton (Vice President) and the remaining Executive members, thank-you for your engagement, insights, support and work on behalf of all AFL players. Similarly, to our Delegates and Alternate Delegates who have the crucial role of representing, organising and communicating to their peers on all matters involving the AFLPA – your efforts are incredibly important to drive the collective agenda of your association. The AFLPA is well supported by a number of advisory boards and individuals who give of their time freely to support the objectives and programs of the association. In particular, I wish to acknowledge Neil Hamilton as Chair of the AFLPA Advisory Board and Ray Wilson, Chair of the Player Retirement Account Advisory Board for their expertise and guidance. A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

We thank the team from our Premier Partner Medibank Private for their support throughout 2009 and also our Madden Medal Event Partner, AMP. Working in partnership, we have helped to deliver each other’s organisational objectives. The level of professionalism and integrity displayed by both the AFL Commission and its management team has helped to ensure our game remains in a dominant position. Whilst we may disagree on some matters, the AFLPA values the healthy working relationship with the AFL and its staff. The AFLPA staff have continued to work as a wonderful team in the delivery of the services and benefits provided for, and on behalf of our membership. In a period of change, our team continue to raise the bar in driving the strategy of the organisation and their tenacity, teamwork and dedication are incredibly valuable to the association. Earlier this year 150 years of football milestones was celebrated when former player and talented film-maker Rob Dickson produced “The Essence of the Game.” Tragically Rob and his two sons were taken from us only days after this work was broadcast. Rob was not only a uniquely talented producer of films, but a great bloke. The AFLPA will miss him. Finally, to the 738 current AFL players and 1530 former players who comprise the AFLPA membership, thank you for your participation and ongoing support. The AFLPA is your association. We exist to ensure AFL players optimise their careers and their lives. Be involved, use your voice and make your mark.

CEO Report

Acknowledgments

respected advocate of player interests due to his committed involvement. I would also like to acknowledge our President Joel Bowden whose leadership has been characterised by selfless and untiring advocacy on behalf of all players. Since assuming the presidency from Peter Bell in 2007, Joel has led the association and its young Executive team with integrity, professionalism and the necessary dedication required to balance a full-time playing career, young family, education and business interests and an increasingly demanding role as the elected head of a highly visible football stakeholder.

Matthew Finnis Chief Executive Officer AFL Players’ Association A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

Mission Statement & Objectives The AFL Players’ Association is driven by a mission to: “Enhance the security and personal development opportunities for past, present and future AFL footballers”

Mission Statement & Objectives

Collective Organisational Representation Excellence

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

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

Player Development

Community & Communication

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

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

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

Our job at the AFLPA is to assist players in every way possible to maximise their involvement and to provide opportunities for their playing careers and beyond.

Owned by the players governed by the players The role of the AFLPA Executive is to seek and act on feedback from members. Delegates and their Alternates play a crucial part in ensuring this process is successful. This year has seen a systematic review of the process of electing and developing delegates to ensure a rigorous and healthy representative body. This will enable all players a forum from which to be able to express their views and keep abreast of outcomes. In 2009, the annual AFLPA player survey was completed by 659 (91.5%) of AFL players across all 16 clubs. These results were presented at the Executive and Delegates’ conference in November. Strong levels of survey returns ensure the AFLPA receives a truly representative view on a broad range of issues across the national playing group.

DEveloping our people The increasing sophistication of the AFL industry continues to drive the need for a higher level of skill from the Executive and Delegate representatives.

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Our goal is for the AFLPA to reflect the shared leadership of every player, building upon past gains to achieve new milestones.

In 2009, the AFLPA Executive committed to an innovative leadership and development program designed to enhance their capacity to govern the association and provide strong leadership on behalf of all AFL players. The program will strengthen the Executive’s governance and management skill, and its ability to deliberate on issues affecting the game. Built on the principles of leadership and governance, integrity, navigation and enterprise, the program is the first step in pursuing shared leadership. The program will include mentoring from successful business professionals drawn from a range of industries. During 2010 additional initiatives will be introduced for AFLPA Delegates and future leaders as active engagement continues to be fostered in the areas of advocacy and policy making.

Across Australia, the AFL has led sporting codes in addressing cultural issues which have been reflected in the broader community, e.g. in the area of responsible use of alcohol and the integral role women play in our game. In 2009, 16 clubs have started to work towards addressing the issues caused by alcohol in our game, including the resulting occasional harmful behaviour and negative stereotyping, by the commitment to an industry wide Responsible Use of Alcohol Policy. We are committed to this and value the opportunity to lead the industry wide steering committee on this issue. In 2010, we will see 12 major projects around alcohol, including research and knowledge transfer, improvement of industry communication, capacity of clubs to enact cultural change, enhancing awareness and migrating the work being done at the elite level to community football. Players will continue to input, shape and determine the central goals of well-being, health and performance. This leadership is innovative and courageous. Organisational Excellence

Organisational Excellence

A change in leadership provides an organisation with the need and opportunity to reflect on its goals, check its compass bearings and renew a collective resolve to pursue success. This process involves engagement with the Executive, Delegates, AFLPA Management and key stakeholders to clearly identify the future objectives and how they will be pursued. The AFLPA will continue to demonstrate an uncompromising commitment to achieve excellence and success which reflects the attributes and goals of our members; constituents comprising many of the highest performing, elite athletes in Australia.

Cultural Leadership

Diverse in background but prepared to combine experiences and strengths to pursue a shared goal.

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Organisational Excellence

BE INVOLVED. USE YOUR

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Shaun Burgoyne

Daniel Giansiracusa

Will Minson

Adam Selwood

Brett Jones

Matthew Pavlich

Daniel Gilmore

Joel Selwood

Cameron Bruce

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Brad Fisher

Troy Selwood

Jonathan Brown

Nathan Brown Jimmy Bartel Daniel Harris

Troy Chaplin

Jared Crouch

Daniel Jackson

Brad Moran

Tarkyn Lockyer Jason Winderlich Drew Petrie

Jude Bolton

Matthew Maguire

Simon Taylor

Ben Rutten Jordan Bannister

Brett Burton – Vice President

Joel Bowden – President

Brent Stanton Matthew Warnock

Adam Pattison

Jason Blake

Nick Maxwell

Adam Goodes

Simon Madden

Brad Sewell

Tom Harley

Matthew Finnis

Robert Murphy

Luke Ball

2009 AFLPA EXECUTIVE

VOICE. MAKE YOUR MARK Organisational Excellence

Luke Power

Ashley Hansen

All members representing their peers are thanked for their valued contributions during 2009.

2009 AFLPA DELEGATES & ALTERNATES

Leigh Matthews Trophy for Most Valuable Player Gary Ablett Dane Swan Chris Judd Nick Riewoldt Joel Selwood

688 584 546 343 285

RECOGNISING EXCELLENCE Robert Rose Award for Most Courageous Player

Best First Year Player

Presented by AMP

Presented by Select Cards

Joel Selwood

Daniel Rich

Education and Training Excellence Award

Best Captain

Presented by Open Universities Australia

Presented by Red Bull

Max Hudghton

Jonathan Brown

“It is very humbling to win this award and to receive it three years in a row is a tremendous honour. The respect that the player’s have for this award is enormous and as the only player voted awards it is one of the highest honours you can ever receive in this game.”

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Organisational Excellence

Receiving the Leigh Matthews Trophy for a record third year in a row, Gary Ablett’s selection by his peers as the competitions Most Valuable Player capped an outstanding 2009 season. Recognising versatility, skill, leadership, respect for teammates and the opposition and the ability to play under pressure, the AFLPA MVP is one of footballs most sought after awards. Gary Ablett is the only player to win the award three times, with Greg Williams, Wayne Carey and Michael Voss winning the prestigious award twice.

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

COLLECTIVE BARGAINING FREE AGENCY

Key items of contention: The years a player has been in the industry on the primary list of a club; Treatment of Independent financial agreements; Compensation for Clubs for the departure of a free agent; and Veterans’ Allowance.

CBA Mid Term Review After a number of discussions, over a lengthy period of time, the CBA Mid term Review has resulted in a small number of agreed items and a much larger number of matters unresolved. The matters agreed include: The apportion of income earned under the Standard Playing Contract for personal services and exploitation of a players’ image rights; The limited disclosure of player health information: on a de-identified basis for injury and other related purposes; of a general nature for injuries sustained in training or playing; and to the media. Consistent method of reporting AFL and AFL club appearances; Players who are in their second year on a club’s Primary List, after being a Rookie, shall be paid a minimum of the third round draft choice, second year rate; Improvements in ticketing and parking arrangements for players. A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

Some of the unresolved matters are: Tools of trade categories and protection; Injury payment arrangements; Limiting the flexibility on taking annual leave to those options set out in the CBA; and AFL Clubs to designate a fixed day off. Matters not resolved in the Mid Term Review will be addressed in the AFLPA claims for the next CBA negotiations.

Player Agent Accreditation In 2009 the AFLPA continued to strengthen the accreditation and induction process for new agents to ensure those entering the industry demonstrate a minimum understanding of the regulatory environment of the AFL and have the appropriate skills and expertise to represent the best interests of their client(s). During this period the AFLPA granted accreditation to 11 new agents, bringing the total number of Accredited Agents to 56. The 2009 Accredited Agents Conference was held at the new AFL facility in Blacktown, Western Sydney. This event included an induction session for the newly accredited agents along with an industry update for those continuing their accreditation.

Collective Representation

The AFLPA served a comprehensive submission titled “The case for a more flexible AFL Player labour market” on the AFL in July 2007 for consideration and discussion within the Player Movement Working Party established under the Collective Bargaining Agreement 2007 – 2011 (CBA). There have been lengthy negotiations at the Working Party level regarding the arrangements for the introduction of free agency. Whilst there is ‘in principle’ agreement on the introduction of free agency between the AFL and the AFLPA, there has been, and continues to be, a great deal of frustration within the ranks of the AFLPA on the delays to achieve a reasonable and lasting resolution on the terms.

The AFLPA is committed to achieving a resolution to allow a player to have greater control over his playing career.

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The AFLPA Agent Accreditation Advisory Board is responsible for monitoring the performance of the accreditation program and dealing with any disciplinary issues or grievances that may arise involving accredited agents.

What does it take to become and AFLPA Accredited Agent? Complete an application form Provide evidence of Professional Indemnity Insurance

However, the ATO previously denied a deduction for Player Agent Fees for costs incurred in obtaining a new Playing Contract with a new club. The HCA decision was the result of dedicated hard work and support of the AFLPA, the Australian Athletes’ Alliance, the legal team and our advisers in pursuing Test Case funding and the Test Case through to the High Court. Subsequently, the AFLPA as part of the Australian Athletes’ Alliance has approached the ATO to seek agreement on the proper taxation treatment of all players within the AFL on a range of deductions that would now fall within the principles enunciated in the HCA decision. Such items of expenditure include costs associated with maintaining the player’s physical fitness, travelling and clothing costs, financial and professional advice andAge private health cover. Friday 19/06/2009 FurtherPage: work with the ATO will be 9 Section: General News Melbourne, AU required toRegion: obtain a sensible approach Circulation: 197600 Capital City Daily across the Type: professional sports industry. Size: 117.19 sq.cms.

The AFLPA’s “3 E” approach to the online world provides a framework that recognises both the threats and opportunities that cyberspace provides.

Education

Educate players on the opportunities and threats

Enforcement

Vigorously protect AFL player’s online rights

Obtain a National Police Record Check Sit an AFLPA Accredited Agent Exam

Engagement Reach out to the fans

Pay accreditation fees Attend the AFLPA Agent Accreditation Induction Day or undertake an approved Athlete Management Course

Advice, Grievances & Legal Representation The AFLPA through its staff has continued to assist players and their agents in a range of matters, including:

Collective Representation 18

The AFLPA has also assisted its members to pursue and prosecute claims, including payments for loss of non football earnings and preseason training payments for recently delisted players.

CYBERSAFETY In the area of cyberspace and electronic media, the AFLPA has continued to be active in protecting the domain names of players where third parties have sought to register a player’s domain name. Also, the creation of unauthorised (fake) websites in the name of AFL players continues to be a major and recurring problem. The AFLPA has achieved some success in having such unauthorised sites removed from Facebook and Myspace and is exploring its options in relation to these matters.

Taxation of Players On 18 June 2009, after more than 4 years of prosecuting the case on behalf of our members, the High Court of Australia (HCA) determined that Player Agent Fees for negotiating a new Playing Contract, when a player changes club are tax deductible.

The HCA decision was made following presentation of the AFLPA sponsored Test Case before the HCA, featuring former AFL player David Spriggs. The HCA ruled that Spriggs could claim a tax deduction for the Player Agent Fees incurred when negotiating for a new Playing Contract when he changed clubs. The decision effectively cleared the way for a player to obtain a tax deduction for Player Agent Fees paid when negotiating a new Playing Contract when the player changed clubs. Prior to the HCA decision, only Player Agent Fees for negotiating an extension to an existing Playing Contract were tax deductible. Further, Player Agent Fees incurred for securing sponsorship, endorsements and appearances were also tax deductible.

The Age 19 June, 2009

AUS: 1300 1 SLICE NZ: 0800 1 SLICE

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service@slicemedia.com

Ref: 53029896

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Collective Representation

Attempts to terminate players contracts; Alleged misrepresentations as to the earning capacity of players under performance based contracts; Penalties imposed on players under the Code of Conduct; Injury payment entitlements for final year injury and/or matches missed through injury; and Assisting in settling Deeds of Releases proposed by AFL Clubs in respect of CBA injury payment entitlements.

press clip

PLAYER IMAGE LICENSING & MARKETING Player licensing royalties

In 2010 the AFLPA, players, the AFL, Licensees and other AFL stakeholders will continue working towards increasing player licensed product’s quality, selection, access and revenues. A major intention for 2010 will be to promote player product more through retailers and other means as well as educating consumers interested in player product, in particular memorabilia, of the benefits of purchasing Official and Authentic AFL licensed player product.

Interest in player product has again bucked the global economic trend in 2009 with a 36% increase in reported royalties. Royalties exceeded $1.5 million for the first time totalling $1,702,621.27. Royalties have increased 75% since 2007.

PLAYER IMAGE LICENSING Total licensing payments $1,700,000 $1,360,000 $1,020,000 $680,000 $340,000 2006

2007

2009

2008

Average licensing payment per player $2,500 $2,000 $1,500 $1,000 $500

2007

2008

2009

Changes to the Multi Media program in 2009 saw less participation of individual players on Telstra BigPond Sports programs during the season, with two weekly programs produced compared to four in 2008. There was greater focus on individual player ambassadors who undertook a range of multi media appearances and contributions across 15 clubs. The program paid approximately $240,000 to players for their contributions. In 2010 the multi media program will be developed further, with more players involved, more diverse contribution/ participation, and greater focus on maximising the many social media resources available.

Player image/Marketing Marketing/promotional requests for player’s images and appearances through the AFLPA were steady in 2009. A cross section of organisations used players to promote product through television commercials, radio commercials, print ads, publications and player appearances. Major use was by Telstra to promote their Station Domination program, using a range of player’s images and player appearances in what was an effective multi layered campaign. As always requests for player’s images or player appearances to be used free of charge for not for profit organisations or charities was consistent across the year, with most requests accepted or fulfilled by players. 2009 approvals co-ordinated through the AFLPA totalled approximately $150,000.

Collective Representation

2006

AFL.COM.AU – Multi Media

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RECOGNISING EXCELLENCE

The Madden Medal Michael O’Loughlin Tom Harley Matthew Richardson

18 votes 13 votes 10 votes

The Football Achievement Award

Personal Development Award

Presented by GNC Live Well

Presented by Open Universities Australia

Matthew Lloyd

Joel Bowden

Collective Representation

After a stellar career on and off the field, Michael O’Loughlin is a deserving winner of the 2009 Madden Medal. Previously received by Glenn Archer and Robert Harvey, the Madden Medal is awarded to the player who best displays outstanding on-field football achievements, a high level of off-field football achievements, a display of great personal growth over their career and involvement in community and charity endeavours. Making his debut in 1995, Michael’s freakish combination of speed, skill and strength made him a very difficult match up throughout his 15 season career with the Swans. The proud Narangga / Kaurna man is a leader amongst the AFL’s indigenous players, whose advocacy in the areas of health, children’s welfare and indigenous reconciliation issues is well respected.

Community Spirit Award Presented by Steel Blue Michael O’Loughlin A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

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Support available INDUCTION CAMP

PLAYER DEVELOPMENT

INTRODUCING PLAYERS TO THE PROFESSIONAL ENVIRONMENT Focusing on the key skills of resilience, decision making and communication, the induction camp is a player’s first step in preparing for life as a professional AFL footballer.

LITERACY & NUMERACY TESTING ASSESSING THE BASE The AFLPA literacy & numeracy testing and career skills program assesses the literacy & numeracy levels of all draftees entering the AFL system.

ACTING ON WHAT WE KNOW Of the 221 players and rookies (including the Gold Coast FC and AFL-AIS Academy squads) tested, ongoing support was provided to 22% of these players.

FOOTBALL APPRENTICESHIP

AWARENESS PHASE; 1 – 3 year players Induction Camp Football Apprenticeship Career Advice & Support Literacy & Numeracy Testing Education & Training Grants Next Goal Program Workshops Computer Grants

PRACTICAL SKILLS TO SUCCEED Players participating in the Apprenticeship program receive practical career and life skills. This program is conducted in collaboration with Leading Teams, Victoria University, club PDMs and the AFLPA.

Next Goal Program

Education & Training Grants

Computer Grants

Career Advice & Support

PIECES OF PAPER MATTER 100 1st year players took part in the Football Apprenticeship program with 90% of participants obtaining a nationally recognised Certificate III in Sport.

Sporting Skills Trade Apprenticeships

Psychology Services

DEVELOPMENT PHASE; 4 – 6 year players Education & Training Grants Next Goal Program Career & Support Advice Sporting Skills Trade Apprenticeship Program Workshops Financial Education

ACTION PHASE; 7 + year players Career & Support Advice Next Goal Program Education & Training Grants Sporting Skills Trade Apprenticeship Program

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The co - AFLPA and AFL Sports Ready initiative enhances the post AFL career employment opportunities of players by providing practical work experience during their AFL career.

Grants are available for funding towards study for TAFE certificates, diplomas, professional qualifications, undergraduate degrees, post graduate degrees and masters study.

Grants are available for the cost of purchasing a computer.

The top three reasons players sought advice was: career counselling, education advice and job skills assistance.

The top three An initiative of the reasons AFL players AFLPA and AFL sought advice: Sports Ready, the relationships, anxiety/ Sporting Skills Trade depression and alcohol. Apprenticeship scheme (SSTAS) provides a pathway for AFL players to commence in a trade.

Outcomes 44 AFL players undertook a 10 or 30 day work placement in 2009.

Outcomes 262 AFL players took on the challenge of combing study with full time football.

Outcomes 109 players received funding towards the purchase of a computer.

Outcomes The AFLPA’s national network of career consultants conducted 673 sessions with 290 AFL players in 2009.

OutcomeS OutcomeS The SSTAS assisted Throughout 2009, 33 AFL players the AFLPA’s national in 2009 to begin network of training in a trade psychologists conducted including electrical, 209 private and building, carpentry confidential sessions and landscaping. with AFL players.

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PLAYER DEVELOPMENT

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

What does Player Development mean to the AFLPA? The AFLPA’s Player Development program exists to build the decision making, resilience and communication skills of the young men entering our game. This helps enable them to maximise the opportunities presented to them during their professional sporting careers, but also for when the inevitable comes and they transition into the wider community. The education and support available to the players involves more than just lecture style, rules based offerings. It is not simply about ticking boxes, it is a genuine commitment to supporting AFL players to grow and develop as people while managing the brutally honest landscape that is the AFL industry. If we as an industry have done our job, AFL players can expect to look back on their time in the AFL as having been exposed to one of the best learning and development environments of their career. The following is a summary of how AFL players are supported and developed during their careers and how service offering differ depending on the phase of the player’s career.

OUTCOME In 2009, 127 new players & rookies, entering the AFL system, attended the camp.

Retired and Delisted Players

2009 INDIGENOUS CAMP

The transition out of the AFL system is a crucial time for AFL players. Whilst much of the work preparing for a player’s exit is undertaken throughout their time as an AFL player, the period post retirement or delistment remains vital to their smooth transition to life after football. Upon the completion of each season, all players leaving the game have the opportunity to undertake an exit interview with the AFLPA’s Transition Services Manager to enable a smooth departure from the game. The topics covered in this meeting include injury management, career, education, vocational and work placement assistance, superannuation and retirement fund information. At the end of the 2009 season, although a total of 145 players had either retired or were delisted, through the National, Pre-season and Rookie drafts, 24 players were re-signed. The final figure for players exiting the AFL system in 2009 either through retirement or delistment was 121. The breakdown of these 121 players was 39 players retired, 43 were delisted from the primary list and 39 were delisted from the rookie list.

The AFL Players’ Association Indigenous camp celebrates the high numbers of Indigenous players within the AFL and their unique and unmistakable contribution to the game. The fifth bi-annual camp, held in Darwin in February 2009, was attended by 60 Indigenous AFL players. The camp plays a key role in providing a support structure within the AFL environment that is inclusive and accessible to Indigenous players. Covering areas such as leadership and understanding culture, the camp culminated at the weeks end in the Indigenous all-stars game against the Adelaide Crows.

A Guide to the AFL FOR In ROOkIes dIgenOus & PlayeR s

aFl Play eRs’ assO

cIatIOn Sports hou se, Level 2, 375 Albert Albert Park Road ViC 3206 03 9926 134 4 03 9926 135 0 email info@aflp a.com.au Website www.aflpa.co m.au

tel Fax

2157 AFLP

A - Indige

nous Playe

rs Guide

[Cover] 2.0.in

dd 1

Written & Produced by young 2009 indigen Supported ous Players by the AFL Players’ Ass ociation

Guide to the AFL for Indigenous Rookies and Players

Having retired from AFL football at the completion of the 2009 season, Max Hudghton looks towards his future with confidence. Throughout his 13 year AFL career with St Kilda, Max has initiated significant steps to maximise his opportunities so that when the inevitable came and his AFL career ended, he was best prepared to transition into the next stage of his career and life. Completing a range of AFLPA supported on the job and class room based formal training in building and business management throughout his football career, Max leaves the game with a well developed and considered pathway towards a long and satisfying career in the building industry. Max’s efforts were recognised by his peers when in 2009 he was named recipient of the AFLPA’s Education and Training Excellence award. Operating his own building and construction company, Maxton Constructions, since 2002, Max can take the next stage in his life trusting that he has made the most of the off field opportunities available to him.

10:51 AM

PLAYER DEVELOPMENT

Max Hudghton

Throughout the 2009 AFL season, a group of young Melbourne based Indigenous AFL players met on a weekly basis at the AFLPA’s Albert Park offices. Feedback received from the bi-annual Indigenous Camp that a place to meet would be useful to assist indigenous players to get together and share experiences of their life as AFL players, has for some time been facilitated by the AFLPA. These weekly gatherings have provided the young men from diverse backgrounds across Australia with a great opportunity to connect and support each other in a friendly and informal environment. This year the group decided to produce a guide which built on their own first hand experience to assist new indigenous rookies and players entering the game. And as the Paul Kelly and Kev Carmody song famously says, “From little things big things grow.” With help from RMIT University and the AFLPA player development staff, throughout 2009 the young men involved in the weekly catch up created and produced a guide for Indigenous players entering the AFL. Consisting of a range of stories, experiences and practical tips for making the most of their opportunities in the AFL, the guide was presented to Indigenous draftees at the 2010 AFLPA Induction Camp.

22/09/09

Investing in potential young AFL Footballers Whilst the AFLPA membership is made up of current and past players, the AFLPA also invests in the education and support of young footballers who display the potential to make the grade at AFL. The AFLPA funds the Mike Fitzpatrick Scholarships which encourage young AFL footballers to meet their educational commitments while aspiring to an AFL career.

Majak Daw

For AFLPA Mike Fitzpatrick scholarship recipient Majak Daw and his family, being awarded the prestigious bursary was great honour. Majak and his family fled their homeland, Sudan in 2000, spending three years in Egypt before finally migrating to Australia to secure a new life of opportunity. First picking up a football at 14, Majak’s determination to learn and achieve was amply displayed as he worked his way up through the junior ranks. A quick learner with outstanding athleticism, Majak quickly gained the eye of junior football experts with a highlights tape of his playing exploits becoming a You Tube must see for football fans.

One of nine siblings, the former Western Jet’s story continues on its upward trajectory after being recently selected onto the rookie list for North Melbourne. A strong role model within the African / Australian community, Majak’s positive attitude and thirst to take on new opportunities is a demonstration of the qualities which make him a worthy recipient. Since 2001, over $450,000 has been distributed to 99 young players thanks to the AFLPA’s Mike Fitzpatrick Scholarship. These scholarships have helped turn the AFL dreams of junior players into reality by providing funding towards aspiring AFL players academic and sporting efforts.

PDM Role Crucial A continued recognition of the important role played by Player Development Managers (PDM’s) at AFL clubs in 2009 indicates positive progress. Clubs investing in a full time PDM role, have recognised the on field benefits available to them by taking a more holistic approach to their players wellbeing. The AFLPA has continued to invest in the professional development of AFL club PDM’s with 14 PDM’s completing another two units in what is to be an accredited post graduate course, the only one of its kind. The units completed this year included Social, Legal and Ethical Issues in Sport and Career Counselling for Elite Athletes. A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

PLAYER DEVELOPMENT

2009 AFLPA Mike Fitzpatrick scholarship holder

Below are the 2009 Mike Fitzpatrick Scholarships holders: Nicholas Collins Belconnen Magpies / ACT AFL Jade Neade West Alice Springs FC / AFL NT Aaron Laskey Noosa Tigers / AFL Queensland Luke Wilson Port Adelaide Magpies FC Sam Darley North Hobart FC / AFL Tasmania Majak Daw Wyndamvale FC / Western Jets FC Dyson Heppell Leongatha FC / Gippsland Power FC Jed Lamb Yarram FC / Gippsland Power F Zack May Donald FC / Bendigo Pioneers FC Wilbur Pomorin Sth Warnambool FC / Nth Ballarat Rebels William Hoskin-Elliot Nth Sunshine FC / Western Jets FC

JUST THINK

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

Making a difference

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AFL CAPTAINS TAKE A STAND AGAINST STREET VIOLENCE

CHRIS JUDD

NICK MAXWELL

NICK RIEWOLDT

BRAD JOHNSON

MATTHEW LLOYD

JONATHAN BROWN

SAM MITCHELL

SIMON GOODWIN

MADNESS MUST STOP THE captains of the nine teams vying for the AFL finals have united in a TV campaign pleading for an end to booze-fuelled street violence.

Spearheaded by Geelong skipper Tom Harley (above), the Just Think campaign

urges fans to drink responsibly and safely. ‘‘We know we are not going to totally remove it (the alcohol-violence problem) but with more exposure during the finals, we are calling on all people to support it,’’ Harley said yesterday.

I WON’T BE SKINNY MODEL TELLS

PAGEE 3

The bashing of police sergeant Brett Ward was among the catalysts for the footy skippers to act. Collingwood captain Nick Maxwell said he hoped using their profiles would prove effective against street violence.

1 SECOND

‘‘There is so much violence and so much stuff that just shouldn’t be happening,’’ he said. ‘‘The best thing for us is to do what we can — use our profile to educate and prevent these things.’’ Add your voice, Pages 10-11

IDOL BRICKIE WOWS FANS

PAGE 13

Community & Communication

CITY: SHOWER OR TWO. MAX: 19. PAGE 74

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Herald Sun

FRIDAY, AUGUST 28, 2009

C M Y K

Professional athletes are offered many opportunities to get involved in their communities or to add weight to deserving social causes through their profiles and visibility. During 2009 AFL players have worked to identify what social leadership means to them and how this should be expressed. The Ladder Project for Youth Homelessness and the Just Think campaign are great examples of this; the power of collective effort to affect change.

The local success of the ‘Just Think’ anti alcohol fuelled violence campaign, initiated by Geelong players Tom Harley, David Wojcinski and James Kelly was extended to a national level when all eight AFL captains, featured in the 2009 finals series, became involved. When called upon, Nick Riewodlt, Nick Maxwell, Brad Johnson, Simon Goodwin, Jonathan Brown, Chris Judd and Matthew Lloyd all leapt at the chance to join Tom Harley in the important campaign. Launched by Prime Minster Kevin Rudd, Federal Sports Minister Kate Ellis, Hawthorn Captain Sam Mitchell, Richmond AFLPA club delegate Daniel Jackson, North Melbourne’s Andrew Swallow, Ben Warren and Ed Lower and AFLPA CEO Matthew Finnis, the Just Think message demonstrated the power of AFL players to be heard on important social issues.

“This Just Think campaign brings the community leadership of the AFL Players’ Association and the AFL captains to engage the whole community in talking about city violence and to encourage those

“And the “Just Think” campaign, led by the AFL Player’s Association, is the type of initiative of which this Government is proud. Can I also say it’s fantastic that you as professional footballers are getting behind this. So many young people look up to you, you know that. Therefore establishing an Australian view that it’s fine to go out and have fun, it’s great to go out and have a party with your friends, it’s fine to go out and have a drink, so long as you know where to draw the line, and so long as you know what the consequences are when you don’t draw the line and that’s what this campaign, Just Think, is all about.”

F B 1 2 3

Social Leadership

Just Think Campaign

“Thanks very much to Matt Finnis, CEO of the AFL Players’ Association, Kate Ellis the Minister for Sport, Sam Mitchell the Captain of Hawthorn, Jason McCartney, Johno Chase from Step Back Think, Daniel Jackson from Richmond and friends one and all of the AFL, for what is an important cause for the country, which is how do we deal with this problem on our streets, because it affects too many people we know and love.”

who are out enjoying a drink, including young people, to take responsibility for their actions.”

28AUG

In the ever changing game of AFL football, players find themselves at the forefront of commercial expansion, growth of the game, community investment and social leadership. AFL players continue to make an incredible contribution to the history, the traditions and the exciting future for our sport.

HIGHLIGHTED EXCERPTS FROM PM’s SPEECH

SECOND

Community & Communication

Prime Minister Kevin Rudd Remarks at the AFL Players’ Association ‘Just Think’ launch Melbourne Cricket Ground

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Herald Sun

TUESDAY, SEPTEMBER 8, 2009

COMMUNICATION

THE EXCELLENT MR BURNS TODAY

With a focus on the issues of importance to players, present and past Inform has featured a diverse range of stories. The official publication of the AFLPA, Inform is now distributed to over 3,000 current and former AFL players, and other key AFL stakeholders.

K’EMS – 16 TO

COLLECT

ENT THE EXCELL DAY MR BURNS TO

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and Ben Packham

Picture: TIM

CARRAFA

CAT-TRICK ABLETT’S

after Lauren PhillipsPlayer from girlfriend won a kiss Association Most Valuable Gary Ablett PAGE 9 AFL Players’ Geelong star FASHION SPECIAL: third straight landing his night. WAGS award last

Lewis The of Steve material. campaign report by the be stripped r as a MPs will g a n d o t h e to reveal other election comes Gov- crackdown neral is expected printin $300 million of a Rudd r- Auditor-Ge rorting of the scheme. ts ts as part end electionee to widespreadary entitlemen face a crackentitlemen also blueprint ’’ payouts. , parliament fat cats ernment handshake Corporate public confidence ‘‘golden ing rorts. down on Page 4 to restore today announce Continued In a push t will year print-

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FEV UP TO HIS OLD TRICKS

PAGE 4

Picture: TIM CARRAFA

ABLETT’S CAT-TRICK

Geelong star Gary Ablett won a kiss from girlfriend Lauren Phillips after landing his third straight AFL Players’ Association Most Valuable Player award last night. WAGS FASHION SPECIAL: PAGE 9

FEDERAL MPs will be stripped of generous printing and other entitlements as part of a Rudd Government blueprint to end electioneering rorts.

In a push to restore public confidence, the Government will today announce plans to slash the $100,000-a-year printing allowance. Politicians also will be banned from using their generous payments to print how-to-vote cards and

1 SECOND

POLLIE RORTS CRACK DOWN

& newspaper

3 F B 1 2

Steve Lewis and Ben Packham

other election campaign material. The crackdown comes as a report by the Auditor-General is expected to reveal widespread rorting of the $300 million parliamentary entitlements scheme. Corporate fat cats also face a crackdown on ‘‘golden handshake’’ payouts.

FEV UP TO HIS OHThisBABY! CUP includes a 40% increase in COUPofFOR LIVINIA viewers the event via event broadcast OLD TRICKS

Continued Page 4

PAGE PA AGE 3

PAGE 4

partner FoxSports. Recognising the achievements of players leaving the game, the increased media coverage from the Madden Medal allowed us to further promote the core idea that all AFL players share profession and are part of an alumnus.

AFL player survey Melbourne’s Herald Sun once again published the annual AFL player survey spawning further stories on the collective views of the AFL playing profession in News Limited publications across Australia, – a combined readership of over four million.

‘Players Inc’ The AFLPA continued its regular weekly radio program ‘Players Inc’, broadcast on Melbourne radio station 1116 SEN. ‘Players Inc’ provides a weekly vehicle for the general public to connect with AFL players and better understand the work of the AFLPA.

GRANT HATTAM Trophy for Excellence in Football Journalism Presented by Kelly Hazel Quill Lawyers. Emma Quayle – Grant Hattam Age journalist Emma Quayle, an expert when it comes to young players, was a most deserving recipient of the 2009 AFLPA Grant Hattam Trophy for Excellence in Football Journalism. Emma’s story, “A street named desire” told the tale of three great mates, Nic Naitanui, Chris Yarran and Michael Waters, who grew up together in the same suburban Perth street, while sharing the challenges and triumphs. Crafted with great care, Quayle’s piece was an example of honest and evocative reporting. A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

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n Herald Su R 8, 2009

TUESDAY,

PAAGE 3 PAGE

As a way of increasing our ability to communicate with fans and players, we are committed to promoting and developing such two way conversations, by using these powerful social media tools. By carving out a space in this ever evolving field, we are helping ensure AFL players are in the best position to ‘own’ and further leverage the opportunities provided by their hard earned position within the community.

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Twitter www.twitter.com/AFLPAToday You Tube www.youtube.com/AFLPA Flickr www.flickr.com/AFLPA Facebook www.facebook.com/AFLPA AFLPA blog www.aflpablog.com.au

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The AFLPA has entered a new phase of engagement with its members and the broader football public by developing a presence across a range of social media spaces, including:

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The AFLPA events held throughout the year and in particular the Most Valuable Player awards are terrific vehicles to help promote the on and off field work of AFL players. Working with key media stakeholders, the AFLPA’s premier event received excellent exposure resulting in a marked increase in attendance, stature and coverage.

Charged with protecting and enhancing the image and reputation of AFL players, the AFLPA uses a number of vehicles to engage the football industry and public.

Social Media

CITY: A FEW SHOWERS. MAX: 15. PAGE 70

EveNTS

Ladder Youth Homelessness

player Kris Massie was Citymission and Yarra Community employed as South Australian Housing, Ladder Hoddle Street Mentor Coordinator. While welcomed 12 young people who the development of Ladder are now housed in self-contained St Vincent Street commenced, apartments and taking part in a successful pilot program a mentoring program delivered was undertaken involving by specially trained AFL players seven mentors (Adelaide and elite female athletes. Four Football Club and Adelaide dedicated staff members have Thunderbirds) with 25 also been employed. disadvantaged young people Major inroads were also made learning valuable leadership with Ladder St Vincent Street and communication skills. (South Australia). As Ladder continues to The partnership with the expand its reach nationally, South Australian Government growing in profile and (Department of Families And demonstrating its impact, Communities) and the Australian a broad revenue-raising strategy Government (FAHCSIA) received has become a priority. final building approvals, meaning Howconstruction Ladder w AFL Players donated $100,000 of the building that orks. via the AFL Players’ Association will house 23 disadvantaged Ge t your bu siness in voCharity lved. Trust. young people has begun, with a completion date late in 2010. Ladder. Former Carlton Football Club A way out ” and Adelaide Football Club homele of youth

adder is a joint initiative of the AFLPA and the AFL Foundation and was created to tackle the issue of youth homelessness. The initiative offers young people with histories of homelessness a living environment that integrates accommodation, social and emotional support and training opportunities that aim to make a lasting impact on their lives. AFL players and elite athletes are involved in many aspects of Ladder, most importantly volunteering their time to play key mentoring roles for the young people in the program. In 2009, Ladder reached a number of milestones including the launch of its Melbourne project, Ladder Hoddle Street. In partnership with the Victorian Government (Department of Human Services), Melbourne

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‘a roof ove r their hea d’. They support require to find pat hways tow independe ard nt living. Ladder this model has refined to reflect the unique of AFL inv aspect olvement in this pro ject. Innovation

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Community & Communication

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Prime Minister Kevin Rudd

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ogram to the pr donate

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Aus Lad ns who are that 5 len slee contai st year Gover Government which tral housin elessn elte tori ed a rough dresscommo der perso Australia themselves. 5:26 PM mak le opp are children. h 3:1 , nm ia ing the Commonwealth pe 12,000 g, as contain es an rs ns w w than also asset – the players or /09 will par rs w e hi il drug3/3 s in each can’ en n and more acce faci Lad Sta tun you The building the first Foyer ho se ambiti ch lays t deve te G , tnersh ity fo l provid al lity der. access, th Thro a diffe year t allow , alco Austr ssed in Australia athletes) see the opening of female ou sness will internet elite lo Th re in ek ov homeles al ou (and rooms, e of ip ho u rp to be ped buil nce th ia a re and gamblin gh L eW a ernm g AFL players ta it by s targ areas, meeting l is the biggest cause in South elbou to le ding M cen to th layers alcohol cond e 50,0 and ga , add over hite P Domestic violence drug, ent 202 ets – compr its Whi aspects of model of accommodation tly co training café. vera rne’ er th to mbl unaffordable housing, will ese emne 00 ki to ha who 0. ehen te P in se will be involved in many office space and a s in kids paym four ye aper co ge th the 50,000 although mental illness, to h you hou mple e as ap lve si can’t allow d to ds who ing lf-c nerlifetime ar m ng li ntly playing key Australia in 2009. se elp hom ve plan er on soci their part. Australia e onta a lif MAF next ent on s - a 5 es wit The Ladder, most importa ves.addictions all play 1 yoto a north. ted eles at H year to be condem2ned disad make power etim L064 ined h bu snes to tack omeles ung The homeless shelters each of th ion is 0_21 e purchased in Port fina four ye a twelve 5 per ce a huge the young people in a pos van acco acce ilding s an le sn able pass through 0x44 peo A building has been ncia mentoring roles for ar e tage mm will d of homel ess, re 4.5_ ss, ple l ye s for ne year re nt incr inject are already d yo itive dif AFL bra time will be of disadvantage. ions 260I od fe co players’ al ar io es renovat ea le The ga . fo and r e n so at s fo w su mm as sn u se in NK.in acco Adelaid fere rm the program rden in of ion. It’s pro r so . on ar dd nce nd mm ess. Th ed in Homelessness, released m , of r.org.thau cial pport agenda invest funds. focus on promoting 2 laun odat d its White Paper on to fice as w y firm eas, vide in eW The White - ladde It . It hous servic volunteered and will m Government develope dry ion hi tern view ea spac to tackle homelessness. a ro ing, es fo includ ent in provid That’s why the Rudd to al te build lthy and dence as well et to all rough a comprehensive plan of th indepen out e, es odation and lays ho to wth as r to at which accomm es l ro offer com self-gro a se an m p hous hom hom December last year, ugh alon ing mor ours. homelessness and min mun eles a com elessn addi e th el s targets – to halve dence and selfE g tion ar ro ess al e ho s peop mitm as building the confi Playe with e hous nding essnes Paper contains ambitiou al $ an en om. mel by 2020. rs’ A repres es. Th homel s shou ants. Vocational, ess. le and t of $ d a su 1.2 bi sleepers who seek it en ssoc billion at ld es bs esteem, of the particip 80 lli $40 an additional $1.2 iation tatives ’s why sness be co Bas 0 m 0 mill tantial on odation of funds. It provides nsid is a Iw from ed on io illio dow . with a huge injection and a substantial down psychological and accomm proj n ov n over n nt in homelessness the as prou compl ered un The White Paper comes the ect er th ed through increase in investme the million over the Sou cent ex d $800 address per su of be 55 ac a ent will w w to years needs ta th A e ne a commitm ce ill pr cces ith over four the next two agenda. It includes s of ustr launch sk – it ptable xt tw ovid ent and pe gettin and $400 million over on a twelve year reform al partnerships with governm

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payment homeless people support services for next four years for new homeless. housing, to house the ﬁnancial years for social a country table, especially in be considered unaccep of homelessness should it is not simply a question It’s my ﬁrm view that is a complex task – Ladder foyer project Ending homelessness launch the Port Adelaide as wealthy as ours. to AFL proud was I That’s why AFL Foundation and n Government, the building more houses. the South Australia from tatives along with represen ion. Associat Players’ the Ladder foyer Kingdom and France, United help the to in of Foyer models coupled with support Based on the success services for young people, will mentor the young accommodation and project will provide and elite female athletes n or a job. AFL players with getting an educatio s for their future. make good decision people, helping them South Australia with the for the project in South ent will provide $5.5m The Australian Governm ent promising $4m. Australian Governm nongovernments work with can be achieved when ing example of what community groups. Ladder is an outstand and es business tions, local government organisa ble together and take responsi we all need to work ’s responsibility and Homelessness is everyone . homelessness in Australia action now to reduce

Fo is , es ople e th g ian , he an ed accom yer mod Gov e Port not sim pecial uc lpin ernm mod A ly pl els g th ation at The ent, delaide y a qu in a co em or a ion an in the es A the La untr mak U jo Aus ustral AFL dder tion of y e go b. AFL d servic nited tral ian Foun foye ian od de G play es fo Kingd dati r proj Gov overnm om r ci youn ernm sion ers an on an ect Ladd ent s fo g pe and Fr ent dA w r th d elite an op gove er is an prom ill prov FL ce le eir rnm ide isin futu female , coup , the ent outstand g$ $ La re at le 5 . dd .5m d 4m hlet orga Hom . es w with su er foye nisa ing ex for am the ill m tion r pp acti elessn proj s, lo ple of ento ort to on no ess ect cal r th in S busi what ca w to is ever e yo help outh ness yo ung n redu Aus es an be ac ce ho ne’s re tral d co hieved mel sponsi ia w mm essn it w bilit h he unit the ess y y gr n gove Sou in A and w oups rnm th ustr e Tany ents . alia all ne . ed to wor Min a Pliber kw is wor ith k to Min ter for sek nongeth iste r fo Housing er an r th d ta eS ke re tatu s of spon Wom sibl e en

Community & Communication

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“If I could say something else positive about what the AFL Players’ Association are doing, I’ve been introduced to their work with youth homelessness. I’ve spoken quite recently with the Melbourne City Mission and about the work they are doing about the city and the State for homelessness. I think it’s fantastic that the players through their association have got together to build a homelessness refuge for young people. What is Ladder? I think that it shows a whole lot of positive contribution and it shows Australia at its best. 4.5_260I

your spo rting clu b or community group to the progra

Donate equipment or furnish the facility As well ings to as helpin . g Austral and corpor ian hom eless you ate awa th, your reness thro business ugh afﬁ will gain liation wit exclusive h the pro media gram.

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Assist pro gram gra duates to private ren access tal accom modation .

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Conduct workshops to inform about you residents r indust ry and pot career pat ential hways.

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or donate to the pro gram.

Provide

Pictured: Joel Bowden, David Hille, Victorian Minister for Housing Richard Wynne MP, Mark Bolton, Paul Licuria A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

Tanya Plibersek Minister for Housing of Women Minister for the Status

disadvantaged youth.

3/3/09 3:15:43 PM

3/3/

3:15

:43

Ladder Board of Directors

ACKNOWLEDGEMENTS The AFLPA would like to thank the following individuals and organisations for their support during 2008-09

AFLPA Advisory Board

AFLPA Agents Accreditation Board

Neil Hamilton – Chairman Ray Wilson – Chairman, AFLPA Player Retirement Account Board Ken Fraser – C hairman, AFLPA Player Development Advisory Board Anthony Jackson – Director, Dominion Private Clients John Poulakakis – Managing Director, Game Plan Bernie Shinners – Legal Services Consultant, AFLPA Joel Bowden – President, AFLPA/Richmond FC Matt Finnis – Chief Executive Officer, AFLPA John Hogan – General Manager, Admin & Finance, AFLPA

Ian Prendergast – General Manager, Player Relations, AFLPA Dan Richardson – Elite Sport Properties, AFLPA Accredited Agent John McMullan – John McMullan Solicitors Braham Dabscheck – Senior Fellow, University of Melbourne Ken Wood– Investigations Manager, AFL Scott Lucas – Essendon FC Liam Pickering – IMG, AFLPA Accredited Agent

AFLPA Player Retirement Account Board Ray Wilson – Chairman Ian Anderson – General Manager, Finance & Administration, AFL David Bilston-McGillen – Dominion Private Clients Joel Bowden – AFLPA President / Richmond FC Matt Finnis – Chief Executive Officer, AFLPA John Hogan – G eneral Manager, Finance & Administration, AFLPA

AFLPA Charity Fund Trustees Matt Finnis – Chief Executive Officer, AFLPA Joel Bowden – President, AFLPA / Richmond FC Brett Burton – Vice-President, AFLPA / Adelaide FC Anthony Jackson - Director, Dominion Private Clients Dr Robert Kerr – Senior Psychologist, Personnel Decisions International John Hogan – General Manager, Finance & Administration, AFLPA Bernie Shinners – Legal Services Consultant, AFLPA

Simon Madden – Chairman Barry Capuano James Clement Jeff Clifton Frank Goode Marcus Kennedy Dr Matthew Liptak Michael Perry Brad Wira

A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

Ladder Partners Department of Family and Communities, Government of South Australia Office of Housing, State Government of Victoria Department of Families, Housing, Community Services & Indigenous Affairs, Australian Government

Ladder Supporters Mallesons Stephens Jaques Boston Consulting Group George Patterson Y & R Drake International Melbourne Cricket Club Trust Insert details of Ray Wilson’s trust which made a donation late in 2009

Paul Horvath Solicitors Kelly Hazell Quill Lawyers Leading Teams John McMullan Solicitors Major League Baseball Players’ Association (USA) Mallesons Stephen Jaques Marsh Pty Ltd MBE Richmond Middletons National Australia Bank Private Bank National Basketball Association Players’ Association (USA) National Football League Players’ Association (USA) Peter Jones Special Events Professional Footballers’ Association (Australia) Professional Footballers’ Association (UK) Property Planning Australia The Ripe Group Rugby League Players’ Association Rugby Union Players’ Association Shadforth Financial Group Limited Slater & Gordon St James Ethics Centre Stride Sports Management Wilson Everard

AFLPA Premier Partner

Ladder Advisors

Medibank Private

Youth Development Australia

AFLPA Service Providers / Advisors / Alliances Alcatera Arthur Roe & Associates Athletes’ Alliance of Australia AFL SportsReady AFL Umpires’ Association AFL Coaches’ Association AMP Australian Cricketers’ Association Australian Netballer Players’ Association Australian Workers Union Bridgestone Golf - Matthew Rogers Brothers Parade Centre for Adult Education Crown Casino Department of Sport and Recreation Indigenous Support Unit (Victoria) Drake Training Dominion Private Clients Family Planning Victoria Fox Sports Fosters Group First Impressions Fraser Management Group Genesys Wealth Advisors Herald Sun Honan Hushh Vision

Most Valuable Player Award Sponsors Medibank Private – Leigh Matthews Trophy for Most Valuable Player AMP – Robert Rose Award for Most Courageous Player Red Bull Energy Drink – Best Captain Select Cards – Best First Year Player Open Universities Australia – Education & Training Excellence Award Kelly Hazell Quill Lawyers – Grant Hattam Trophy Fox Sports – Broadcaster

Madden Medal Award Sponsors AMP – Madden Medal GNC LiveWell – Football Achievement Award Open Universities Australia – Personal Development Award Steel Blue – Community Spirit Award AFL club and AFL staff are also thanked for their ongoing support and assistance.

A F L PA ANNUA L RE PORT 2 0 0 8 / 2 0 0 9

Thank you

Community & Communication

AFLPA Past Player Membership Advisory Board

Ian Anderson – General Manager, Finance & Administration, AFL Joel Bowden – President, AFLPA/Richmond FC Colin Carter – Chairman, AFL Foundation Matt Finnis – Chief Executive Officer, AFLPA Pippa Grange – General Manager, Culture & Leadership, AFLPA Dr Colin McLeod – Head of Research and Innovation, AFL

AFLPA PREMIER PARTNER

AFLPA MADDEN MEDAL PARTNER

AFLPA PREMIER PARTNER

AFLPA SPONSORS & PARTNERS

AFLPA MADDEN MEDAL PARTNER