2009/10 AFL Players' Association Annual Report

for players. by players.

The 2009/10 Annual Report of the AFL Pl ayers’ association

2009/10 AFL Players’ annual Report

contents 3 .............from the PRESIDENT

4

4 .............from the CEO 5 .............A NEW APPROACH 6 .............The year that was 16 ..........BROTHERS IN ARMS

6

18.......... THE BIRTH OF THE

PLAYERS’ ASSOCIATION

20.......... NEW DECADE,

NEW CHALLENGES

24..........ONE RUNG AT A TIME

24

26..........THANKS 29 .......... Financials

from the president.

Luke power - AFL PLAYERS’ ASSOCIATION President As the 13th President of the AFL Players’ Association, I am honoured to introduce the Association’s 2010 Annual Report.

The welfare and future of AFL players, whose efforts have driven the game to be the number one sport in Australia, is something that I am very passionate about.

Over the coming year I’ll be working with new Afl Players’ Association Vice President, Luke Ball, other Board Members, Delegates and the broader playing group, to ensure the Association continues to be a player-driven organisation.

The Association was created by players, and it exists for players. That will only continue to be the case if we all see it as an Association that we own, that is reflective of our values and ideals.

2010 saw a number of significant achievements for players, including the introduction of Free Agency (starting at the end of 2012) which will create a more flexible labour market for players who have given great service to the game and have earned the right to make a choice regarding their future.

Other results we should be proud of in the past year include: providing 108 recently-retired players a total of $7.36 million though the Players Retirement Account; the establishment of a new Commercial and Marketing Department to maximize revenue for players; spirited representation and advocacy of players in a number of complex on and off-field matters; staging the largest ever AFL Players’ MVP Awards; securing a career transition partnership with the Gaelic Players’ Association in Ireland; and the ongoing success of our Ladder charity program which is addressing youth homelessness.

The next six months is a very important period for all AFL players as we negotiate our Collective Bargaining Agreement (CBA) for 2012 and beyond. The stakes are high, as the next agreement will map out the degree to which players are recognised for the central role we play in the phenomenal growth of AFL football.

In order to achieve the many objectives we have identified as part of our planning for the CBA, we will continue to rely upon the presence and support of every player in the competition.

There is little question that AFL players have been a driving force behind the sustained success of the game.

It is vital we recognise our successes so that every player from every club realises how important it is to continue to stand together and pursue a partnership with the AFL that reflects the true value of players.

I would like to take this opportunity to thank the Board of the AFL Players’ Association and Matt Finnis and his staff who are driven to provide the players they represent with the best work conditions, development and welfare possible.

A special thank you must go out to retired President Brett Burton who has been a strong advocate for players’ rights and a great example for all players.

Finally I would like to acknowledge Dane Swan for winning the 2010 Leigh Matthews Trophy for the Most Valuable Player as voted by the players and Brett Kirk for being selected by his peers from the many wonderful retirees as the 2010 Madden Medalist.

Both were very worthy recipients. And, in different ways, both are perfect illustrations of the value that players bring to the game.

“…it is vital we recognise our successes so that every player from every club realises how important it is to continue to stand together and pursue a partnership with the AFL that reflects the true value of players.”

Luke Power

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from the CEO. Matt Finnis - AFL PLAYERS’ ASSOCIATION CEO

Throughout the 2010 AFL season, we saw any number of celebrated examples of on-field leadership from AFL players. Brendon Goddard’s role in helping St Kilda come agonisingly close to winning a Premiership in the first Grand Final, and Luke Ball’s graciousness in victory the following week, are just two instances that spring to mind.

2010 also featured many off-field examples of players using their standing to improve

the lot of their 750-odd colleagues and enhance the reputation of the AFL Players’ Association as an organisation that is very much member-driven.

It came in prominent ways: Adam Goodes writing a challenging article in The Age and Sydney Morning Herald on why indigenous players should be recognised for their hard work and commitment rather than their ‘magic’; Collingwood delegate Harry O’Brien continuing to take a lead on social issues through efforts such as his fronting of an antiknife crime campaign.

“More than 15 years in the making, the agreement (Free Agency) will for the first time give many players the same kind of freedom in choosing an employer that people in the general community take for granted.”

In the 12 months covered in this Annual Report, players worked shoulder-to-shoulder with Association staff to achieve some remarkable results.

One of the most exciting of these was the breakthrough on Free Agency.

More than

15 years in the making, the agreement with the AFL will for the first time give many players the same kind of freedom in choosing an employer that people in other parts of the workforce take for granted. And it has been done in a way that won’t have a negative impact on the game or fans.

This leadership and engagement came in more subtle forms as well. I could cite countless examples of players simply speaking up at club visits and in other forums, telling me and other PA staff members just what they expected of their Association.

Engagement was also evident across our welfare and player development programs.

More AFL Players’ Association members than ever before participated in initiatives like the Footy Apprenticeship for first-year draftees and the groundbreaking Next Coach program that gives players near the end of their career a leg up into the AFL’s coaching ranks.

Players are not just engaged in their own self-improvement and the improvement of AFL players in general, you’re also deeply engaged in your communities through club activities and involvement in our Ladder program.

A number of Victorian-based players generously give of their time to mentor homeless and at-risk young people. And now, with the recent opening of Ladder Port Adelaide, our South Australian members are now getting on board to help improve the lives of people who have been dealt a bad hand in life.

But, just as importantly, all players from across the country who took the field in 2010 also supported Ladder by donating a part of their match fees to help tackle youth homelessness.

In late 2010 we saw Brett Burton step down as President of the AFL Players’ Association and highly-respected Brisbane Lions midfielder Luke Power step into the role, alongside Luke Ball who was appointed Vice President.

I’d like to thank Brett for his service and wish him all the best in his new role at Brisbane.

Great thanks also goes to the team of people who work for and at the AFL Players’ Association in the important work that it does.

Board members, delegates, Players’ Association staff and our Advisory Board have all worked tirelessly over the past 12 months to further improve the standing of all players.

Matt Finnis

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BRAND NEW APPROACH In 2010, the AFL Players’ Association resolved to renew our focus on the organisation’s most important stakeholder: You. Players’ Board Member Brad Sewell explains.

The way in which the AFL Players’ Association presents itself to its members and the broader community has a direct impact on how effective it is as an organisation.

If you feel your Association reflects your values and ideals, you’ll be much more likely to engage with it, provide feedback and work with it to advance the interests of players.

And, if the broader community sees the AFL Players’ peak body in a positive light, they will be more likely to see football issues from a players’ point of view; and they will better understand that what’s good for players is good for football.

So, late last year, the Association began developing a plan to improve the way we present ourselves to you and to the world – to better reflect who we are and what we want. A number of players, including myself, were extensively consulted as part of the process.

AFL Players’ new General Manager – Marketing and Commercial, Christine Finnegan, says the best way to accurately reflect our lives and aspirations and to describe what it is that the Association does is through clearly articulating its values.

“Values guide and shape the direction of the Association – if we take on those values and communicate them clearly then the rest takes care of itself,” says Finnegan.

“We want to inspire players and stakeholders to believe in what we do and engage with

their Association and each other to foster a sense of belonging.”

Finnegan says the idea at the heart of the Association’s values needed to be simple, memorable and embrace the history of the organisation.

“Players started this organisation for players,” says Finnegan. “Players own the Association and govern it by electing a Board of their peers to set the strategy and direction.”

And so the ‘essence’ of the AFL Players’ Association was identified – For Players. By Players.

“And, around this essence, we have developed a set of values that will embody everything we do,” says Finnegan. “These four values are: United, Courageous, Supportive and Respectful.”

“Underneath the headline value, we have tried to include a brief outline of why it is part of the players’ story; how it came to be an element of who players are.”

Finnegan says AFL Players’ Association members will soon begin to see these values weaved through everything the organisation does: in our magazine and on our website, how we pursue commercial opportunities, how we deliver services, how we advocate on player issues in the media.

“In 2011, For Players. By Players will come to life,” says Finnegan.

“We will have one voice and that will be honest, authentic and real – just like our members.”

our values: we are

UNITED.

In the beginning a group of players stood up for every player.

We banded together to prove that support and mateship exist beyond club colours. The shared experience of being men first and players second means that we are all united and on the same team.

we are

COURAGEOUS. We ignite change in each others lives and in our industry. We are an organisation that is accountable, challenging and forward thinking.

we are

supportive.

We support each other because by standing together we can achieve fair conditions, outcomes and development opportunities for all players.

we are

RESPECTFUL.

We are respectful of ourselves, each other, the game and the communities we live in. This respect promotes growth and equity in one another and our profession.

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The YEAR that was

Free Agency, Grand Final Replays, playing surface issues. These were just some of the features of a huge year in football. And right the way through, AFL Players were at the heart of the action.

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The YEAR that was

Ted Richards and Leigh Montagna during the 2010 AFL Players’ Directors and Delegates Conference, held in Torquay.

The modern AFL industry is a huge, fast-moving beast.

Issues and developments explode into life and then are quickly superseded by the next big thing to come along.

It’s easy to overlook the significance of events when looking back over the football calendar.

AFL Players’ Association CEO Matt Finnis says the breakthrough deal on Free Agency in March was a perfect example of this.

“I think it’s partly because people are not able to see the on-the-ground impacts of the change just yet (the new system will come into effect in the latter stages of 2011),” says Finnis.

“But this is one of the most significant achievements of the players for some time. It’s been decades in the making and will finally provide many of our members with the same workplace freedoms that employees across the general community enjoy.”

“It really is one of the great legacies that the current players are leaving future generations of AFL footballers.”

While Free Agency was the outcome of years of

lobbying by the AFL Players’, we shouldn’t forget the range of player issues that were advanced by members, with the help of the Association’s General Manager – Player Relations, Ian Prendergast.

“Whether it was ‘meat and potato’ issues like enforcing players’ leave rights, or more high profile advocacy around playing surfaces, AFL Players’ stood up in 2010 and got real results,” says Prendergast.

He says preparations for the next Collective Bargaining Agreement (CBA) are also progressing well, with the completion of our CBA vision document For the Players. For the Game.

“AFL football is a hugely successful business,” says Prendergast. “All players want is to receive their fair share of the revenues they play a central role in generating. Players have never been in a stronger position to push for this.”

A key aspect of Prendergast’s role has also been to protect the workplace and legal rights of individual members in several high-profile cases.

“Our support is based on the premise that everyone deserves representation,” says Prendergast.

“All we ever ask is that our members are allowed the same rights and protections as anyone else in the community. We work for members by

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providing a large amount of behind-thescenes help to ensure players receive the appropriate assistance.”

One largely unheralded breakthrough over the past year was the recognition of mental illness as an injury through a successful grievance claim brought on behalf of one of our members.

“Most people in the community now see mental illness as being as legitimate and serious as physical illness and injury,” says Prendergast. “Finally the definition has come into line with modern community thinking and this will mean more support for some of our members affected by metal illness in the future.”

2010 also saw AFL Players’ launch their first-ever marketing and commercial department, which is focusing on growing the commercial opportunities for members.

“There is huge scope for us to work with the AFL, clubs and player agents to develop mutually beneficial partnerships,” says the new General Manager continued page 10 >>

Press Conference to announce the Free Agency decision.

Freedom of choice In 2010 the AFL Players’ successfully concluded our long-running efforts to give members some of the workplace freedoms that every other Australian worker takes for granted.

Association Vice President Luke Ball explains.

When the full time siren sounds in next year’s Grand Final, it will be a significant moment in the history of AFL football, and not just because the code’s 116th Premier will have just been declared.

It will also mark the point where AFL ceases to be the only professional sporting competition in the world with a draft and salary cap but without any form of Free Agency.

The historic deal between the AFL and the players to introduce Free Agency, signed last March and due to come into effect at the end of the 2012 season, will give players more bargaining power and create more incentives for clubs to provide great workplaces for their players.

Free Agency also provides the potential for increased security to players as clubs will now have an incentive to secure players on longer term contracts, in order to ensure their players don’t come on the open market prematurely.

Importantly, the changes will be implemented while protecting AFL’s teamfocussed culture that fans and players alike recognise as one of its greatest qualities.

In a freed-up labour market, better players will prosper from increasing bargaining power.

The new system also enhances the position of mid-tier players by giving them more freedom earlier in their careers to seek to be employed at a club that will pay them what they are worth in the open market.

While the changes are still around 18 months away, the introduction of the new Gold Coast Suns team into the competition has created a modified form of Free Agency. Some players have moved, but many players have not.

The experience has shown that the playing group as a whole will approach Free Agency maturely and responsibly.

Free Agency will tip the scales back to a more even keel between the rights of the players and the rights of clubs.

Put simply, the introduction of Free Agency is a long-overdue initiative to give many AFL Players a basic workplace right: to be able to choose your employer.

It’s something that almost every other worker in Australia counts as the most fundamental of entitlements.

This historic deal demonstrates that AFL Players are determined to continue to pursue and advocate for the collective, professional rights of all our colleagues.

Free Agency:

How it will work for you You’ve served seven seasons or less of AFL football at one club, and are now out of contract: • You’re not eligible for Free Agency if your club wishes to retain you.

But you are able to move clubs via a trade or through the Draft. If you are delisted, you will automatically become a Free Agent.

You’ve served eight or more seasons of AFL football at one club and are among the 10 highest-paid players at this club, and are now out of contract: • You are able to field offers from all rival AFL clubs, but your original club has the right to match any of those offers.

• If the club matches the offer, you can remain with your original club, seek a trade or enter the Draft. If the original club does not or can not match the offer you can move to a new club. Your original club may receive an additional draft pick by way of compensation.

You’ve served eight or more seasons of AFL football at one club and are not among the 10 highest-paid players at this club, and are now out of contract: • Like players in the top-10 highestpaid positions, the other players are eligible to field offers from rival clubs. Unlike those higher-paid players, if you’re in this category, your club doesn’t have the right to match the presented offer and you can move automatically to the new club. Your original club may receive a compensation pick.

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The YEAR that was – Commercial and Marketing, Christine Finnegan. “Companies really want to associate themselves with AFL players and we can play a role in facilitating these partnerships.”

Finnegan’s department is also creating a new authentication program for player memorabilia which will ensure the value, authenticity and integrity of these products is maintained to protect players from unauthorised products entering the market.

Existing partnerships with major sponsors Open Universities Australia and GNC LiveWell continue to go from strength to strength. The companies’ support for the Players’ flagship Awards ceremonies: the MVP and the Madden Medal, assist in making these events key features of the AFL calendar.

This year, the MVP’s status as the true ‘Players’ Award’ was further enhanced, with Dane Swan being voted the competition’s premier player after a stellar season.

“It is very humbling and a great honour to win this award voted by my fellow players,” Swan said after winning.

Jimmy Bartel and Lachie Henderson at the D&D Conference.

“The respect that the players have for this award is enormous and as the only player voted awards it is one of the highest honours you can receive in this game.”

The Madden Medal, awarded to the retiring footballer who has contributed the most to football and the community, is also being held in increasingly high esteem.

“To win the Madden Medal is an honour,” tweeted this year’s winner, Brett Kirk, after the ceremony. “It epitomizes footy. (It’s about) coming through the journey not just a good footballer but a decent human being.”

Further improving the way in which players are represented by their agents was also a focus of the AFL Players’ Associations’ activities in 2010.

“This year, we introduced a new requirement for Agents that means they have to regularly undertake relevant professional development,” says Ian Prendergast, who Chairs the Agent Accreditation Board.

AFL players continue to support their colleagues who have left the game, through the Players’ Retirement Account (PRA). This year, over $7 million was distributed to 108 players who left the game at the end of 2009 (a year must elapse between retirement and receiving the funds).

General Manager – Finance and Administration, John Hogan, says the PRA is a great feature of the post-career support for players.

“It’s very gratifying to hand over these funds to members every year, to help them make the transition from footy to their next career,” says Hogan.

Players continued to kick goals with the assistance of the Association’s Player Development team, headed by Steve Alessio.

Adam Goodes lends his support to the International Day Against Homophobia.

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“Our Next Coach Program, which gives current players the skills to pursue a coaching career after they hang up their boots, continues to achieve an amazing 100 per cent job placement rate,” says Alessio.

“Everyone who has completed the course are now in coaching positions. The most recent graduates to move into AFL coaching roles are Simon Goodwin, Shane O Bree and Steven King.”

Alessio’s team has also implemented a Literacy and Numeracy screening program which is compulsory for all new players. This helps identify those members who have fallen through the cracks before arriving in the AFL system, and provides support for them to get back up to speed in these areas.

Players also used their voice this year in the media, with the establishment of the ‘Interchange’ continued page 12 >>

Left: Jobe Watson.

Right: Amon Buchanan and Paul Duffield.

MEN ON THE GROUND At the heart of the AFL Players’ Association is a team of Directors and Delegates from each club, chosen by their respective playing groups.

They constitute, in all respects, the frontline of the organisation.

Each year, the AFL Players’ Association organises a Directors and Delegates conference to discuss new ideas and work through challenges facing the organisation.

Two days of spirited discussion follows to ensure players are continuing to drive the Association’s agenda and Directors and Delegates are equipped with the knowledge they require to spread these messages to their teammates.

The 2010 conference was again held in Torquay on November 25 and 26.

While it was a cold and blustery few days, the discussions inside were particularly productive and led to this conference being one of the most interactive and productive we have ever held.

Some of the AFL’s biggest stars were in attendance with Jobe Watson, Matthew Pavlich, Rob Murphy and Will Minson often leading the discussions, providing their views on a variety of issues and reflecting the reality of what is occurring on a day-to-day basis within their clubs.

“It was great to see players from different clubs come together and share ideas and be so passionate in embracing their organisation and driving the direction we will take,” says Pavlich.

“This Association was created by players, for players so it is crucial that the players are aware that it is there to serve

2010 AFL PLAYERS’ ASSOCIATION

BOARD OF DIRECTORS

their interests. The more engagement we can get, the more effectively we can deal with the interests of our members.”

More than 30 players from various clubs attended the conference and discussed issues relating to ground surfaces, the upcoming CBA negotiations, player advocacy and engagement, authentication, board leadership and the new AFL Players’ Association branding.

The Agenda was wide, covering issues as diverse as players’ advocacy and engagement, ground surfaces, protection of players’ image rights and an update on the AFL Players’/AFL homelessness charity, Ladder.

Pavlich says a feature of the conference was the degree to which players were willing to engage in discussion and really use their voices to put a strong view.

“Players didn’t agree on everything,” he says. “But that’s a really healthy sign that people are being opinionated and feeling a sense of ownership over the decisions of the Association.”

The players also participated in an information session on recent changes to the Laws of the Game, run by the AFL’s Adrian Anderson and Andrew McKay, after which they had the opportunity to ask a variety of questions.

As anticipated, the presentation generated heated discussion among players.

Attendees also used the opportunity to raise other issues with the AFL, such as the recently-announced Virgin travel deal.

“It was a great discussion,” says Pavlich.

“It showed that, aside from being a chance to discuss player issues amongst ourselves, the conference is also an opportunity for participants to influence other important stakeholders in the game.”

Brett Burton - President Adam Goodes Luke Power Drew Petrie Robert Murphy Brad Sewell Luke Ball Matthew Pavlich Ashley Hansen Simon Madden..... Past Player Representative Matt Finnis...........CEO

DELEGATES & ALTERNATES ADELAIDE

Ben Rutten / Brad Moran BRISBANE

Troy Selwood / Jonathan Brown CARLTON

Brad Fisher / Michael Jamison COLLINGWOOD

Harry O’Brien / Nathan Brown ESSENDON

Brent Stanton / Jason Winderlich FREMANTLE

Aaron Sandilands / Paul Duffield GEELONG

Jimmy Bartel / Joel Selwood HAWTHORN

Xavier Ellis / Tom Murphy MELBOURNE

Cameron Bruce / Matthew Warnock NORTH MELBOURNE

Andrew Swallow

PORT ADELAIDE

Troy Chaplin / Domenic Cassisi RICHMOND

Daniel Jackson / Mitch Morton ST KILDA

Jason Blake / Leigh Montagna SYDNEY

Jude Bolton / Ted Richards WESTERN BULLDOGS

Daniel Giansiracusa / Will Minson WEST COAST

Brett Jones / Adam Selwood

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The YEAR that was

Dane Swan won the 2010 MVP Award.

Adam Simpson (left) scored the plum Hawthorn assistant coaching role in 2010 after becoming the first player to complete the Next Coach Program.

column in Fairfax Newspapers around the country (including The Age, Sydney Morning Herald, West Australian and Brisbane Times).

“The columns, written by our Directors and Delegates, allowed players to tell their stories directly to readers,” says AFL Players’ Association Manager of Public Affairs, Ben Hart.

“Column topics ranged from freedom of players to choose their clubs (Brett Burton), to dealing with the media (Matthew Pavlich), to the role of player managers (Brad Sewell).”

Adam Goodes’ column on stereotyping of indigenous players as ‘magic’ was also a highlight and became a real talking point across the nation.

Alcohol awareness was a major focus of the Association’s education activities. The Association developed the ‘Alcohol Dashboard’, which allows clubs to easily and quickly measure the success of their alcohol policies and took home a key prize at the 2010 VicHealth Awards.

2010 also saw the AFL Players’ Association sign an agreement with its Irish counterparts at the Gaelic Players’ Association, which will provide post-career support to Irish players returning home after a stint in the AFL. “This agreement, between two player associations on opposite sides of the world, closes a major gap in the post-career support services that were provided to some Irish-born members,” says Steve Alessio, who travelled to Ireland to develop and sign off on the historic arrangement.

Finally, AFL players did their bit to improve the communities they live in by lending their voices to a number of important causes.

Players promoted diversity through their support of IDAHo (International Day Against Homophobia) which raises awareness about the negative impact of homophobia in the community.

Photographs of players holding up signs with messages of tolerance and acceptance were

Players’ Statues Grow in Stature

The standing of the AFL Players’ two peer-determined awards – the Most Valuable Player Award, and the Madden Medal – went up another notch in 2010.

(from left) Dessie Farrell, Tadhg Kennelly and Steve Alessio at the signing of the GPA agreement in Ireland.

republished across the country and around the world, garnering widespread praise for the players for taking a positive social stance.

And the Players’ charity, Ladder, run in conjunction with the AFL Foundation, continues to receive plaudits because of the innovative way in which it provides accommodation and mentoring for homeless and at-risk young people.

By the time of publication, the second Ladder facility at St Vincent Street in Port Adelaide will be open and offering self contained accommodation to young people wanting to get back on track.

“In terms of 2010 achievements, it’s one of the most impressive but also one that we perhaps don’t talk about as much as we could,” says Matt Finnis.

“Every player who plays a senior game of footy contributes a part of their match fee to Ladder.

Because of them, there are many young people – and more about to be housed in South Australia – who are getting a second chance.

“This is something of which all AFL Players should be extremely proud.”

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Almost everyone agreed that 2010 was Dane Swan’s year. The explosive Collingwood midfielder dominated a swag of matches and was considered almost un-taggable by opponents. Averaging an incredible 31.9 disposals a game, Swan’s 34-disposal effort in Round 22 made him the first player in VFL/ AFL history to have 30 touches or more in 11 consecutive games.

In the end he romped it in, taking home the Leigh Matthews Trophy for Most Valuable Player with 978 votes from his peers, in front of Luke Hodge with 609 votes and Gary Ablett with 562 votes. While Swan deservedly attracted the spotlight, it was Michael Barlow who provided an equally powerful illustration of the value of the Association’s player-voted awards.

Ineligible for the NAB Rising Star due to his age, Barlow was voted by his colleagues the 2010 Fox Sports Best First Year Player in a landslide (he polled well over three times as many votes as his nearest competitor, Richmond’s Dustin Martin).

“To get recognised by the rest of the playing group is amazing and something I’ll treasure for a long time,” Barlow said as he accepted the Award.

AFL Players’ Association CEO Matt Finnis said the players were proud that 22-year-old Barlow’s fairytale first year in the AFL system was duly recognised in the Players’ Awards.

The Best First Year Player Award was picked up by Michael Barlow.

“Everyone agrees that Michael Barlow was one of the stories of 2010 – going from VFL journeyman to AFL star in the space of 12 months,” says Finnis.

“The significance of the Awards is that they are voted on by the people who are the closest to the action: the players. It gives it an extra level of credibility because it is truly based on merit.”

Held at Crown Palladium and hosted by the 1992 AFL Players’ Association MVP Jason Dunstall, Swan and Barlow were joined in the winner’s circle by retiring Swans’ legend Brett Kirk (Drake International Best Captain), Hawthorn hard man Luke Hodge (AMP Most Courageous Player) and Bulldogs Tim Callan (Open Universities Australia Education and Training Excellence Award).

Almost three months later, Brett Kirk was again being honoured by his colleagues as the winner of the Madden Medal, awarded to retiring players for their contribution to the game on and off the field.

In its fourth year, the Madden Medal is the only AFL industry event specifically honouring retiring players.

Held at the Peninsula at Docklands, attendees this year included Simon Goodwin, Max Rooke, Tarkyn Lockyer and Corey Jones.

“As many players retire in the middle of finals footy, or immediately following the hype of the Grand Final, it means that often in the past the industry has not given retiring players the focus they deserve,” says Finnis.

“The Madden Medal addresses that by celebrating, in a holistic sense, the achievements of the greats we are losing to retirement.”

The Awards also recognised Andrew McLeod (GNC LiveWell Football Achievement award winner) and Tim Callan (Open Universities Australia Personal Development award winner).In addition to the Madden Medal, Kirk also picked up the AMP Community Spirit award.

“Every year AFL Players’ events go from strength to strength with increasing interest coming from more attendees, media and sponsors. We look forward to an even bigger and better year ahead when the 2011 group of retirees are duly recognised and rewarded.” says Finnis.

Retiring Sydney Swans champion Brett Kirk emerged from the AFL Players’ two awards events – the MVP and Madden Medal – with an abundance of recognition from his peers. Here, in an edited extract of his Madden Medal acceptance speech, he discusses the history and values that helped him become one of the most respected players in modern football.

I remember my uncle asking me, ‘Brett, why do you keep putting your head where it shouldn’t be, and keep getting knocked out. Is it the money? Is it your ego?’

My response was: ‘Because I don’t want to let my teammates down’. And that’s just the way I played my football. I wanted to be selfless, known as a team player, very team-motivated.

When I was growing up I looked at guys like Greg Williams and Paul Kelly because not a lot of people would have seen much of them early on, and thought they had not a heap going for them. But these types of guys really were able to find something from deep within.

For me, I owe a lot to my parents.

They’re the ones who instilled a lot of the values and things that I stand for, even today. My Dad was playing footy at about the age of 17, and was playing a lot of senior footy, and it was the end of the year. A new season starts, the new coach

comes in, tells my Dad he can’t play senior footy because he’s only got one hand. So, my Dad, basically, tells him to stick it up his arse and goes to a country team called the Burrumbuttock Swans.

We’d go out to his games – it would be a half-hour drive out from North Albury – and that’s where we’d spend our weekends. I’d just immerse myself in the smell, the liniment, and just sit around the place after the game. We’d climb trees, kick footys, and just sit around my Dad and his mates and just listen to stories, go across to the pub, run around until we fall over and fall asleep under the pool table, and trek back to Albury.

And that’s where my whole love of footy and what it does for communities and for people really started. And it continued to just keep going, and it flows through me, and I owe a lot to the Sydney Swans Football Club. Yes, they sent me away once and nearly twice, but I was determined to stay there.

I think when guys finish their career they’re judged upon individual honours.

But when we walk out of here it’s about the type of person you are when you leave the game, the type of friends you’ll have.

When I first started I wasn’t quite there yet but through the growth and what footy has given me, I’ve been really fortunate. And I think what the AFL Players’ Association does is really unique and it’s really good for the game and great for the players.

For me, it’s about my family. I’ve got four young kids so it’s pretty challenging.

But I’ll tell you what, the joy I get out of being a Dad will go down as being the most important thing I’ll do in my life – bar nothing. And it’s me passing on and instilling values in my children now, like my parents did for me.

When my little boy started Auskick, I told him, ‘Mate, you don’t have to be the best, but you have to try the hardest, try your best’. So now, or when I was playing, when I walked out the door he’d be telling me, ‘Now Dad, today, just try your hardest, you don’t have to the best’.

I said, ‘Mate, that’s all I’ve been doing!’.

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2010 Retirements Adelaide Tyson Edwards: 321 games Simon Goodwin: 275 games Andrew McLeod: 340 games Trent Hentschel: 71 games Brett Burton: 177 games Carlton Simon Wiggins: 116 games Richard Hadley: 66 matches (Brisbane Lions: 41 games, Carlton: 25 games) Collingwood Sean Rusling: 17 games Simon Prestigiacomo: 233 games Shane O’Bree: 246 games (Brisbane Lions: 19 games, Collingwood: 226games) Tarkyn Lockyer: 227 games Paul Medhurst: 168 games (Fremantle: 99 games, Collingwood: 69 games)

Fremantle Scott Thornton: 88 games Paul Hasleby: 208 games Des Headland: 166 games (Brisbane: 52 games, Freo: 114 games) Dean Solomon: 209 games (Essendon 158 games: Fremantle 51 games) Geelong Max Rooke: 135 games Hawthorn Trent Croad: (Fremantle: 38 games, Hawthorn, 184 games) Melbourne James McDonald: 251 games John Meeson: 6 games North Melbourne Corey Jones: 157 games Leigh Harding: 141 games Port Adelaide Josh Carr: 207 games (Port Adelaide: 105 games, Fremantle: 83 games, Port Adelaide: 19 games) Warren Tredrea: 255 games

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Richmond Troy Simmonds: 197 games (Melbourne: 7 games, Fremantle: 64 games, Richmond: 93 games) Ben Cousins: 270 games (West Coast Eagles: 238 games, Richmond: 32 games) Graham Polak: 111 games (Fremantle: 73, Richmond: 38) St Kilda Jesse Smith: 27 games (all for North Melbourne) Steven King: 240 games (Geelong: 193 games, St Kilda: 41 games) Sydney Henry Playfair: 68 games (Geelong: 52 games, Sydney: 16 games) Brett Kirk: 241 games Western Bulldogs Brad Johnson: 364 games Nathan Eagleton: 277 games (Port Adelaide: 56 games, Western Bulldogs: 221 games) Tim Callan: 34 games Jason Akermanis: 325 games (Brisbane 248 games: Western Bulldogs 77 games)

UNITED. COURAGEOUS. supportive.

RESPECTFUL.

for players. by players.

Brothers in The players’ new leadership duo share a long history, and a passionate commitment to advancing the interests of their colleagues.

Triple premiership player at Brisbane and new President of the AFL Players’ Association, Luke Power, has shared much more than a boardroom table with incoming Vice President Luke Ball.

The two champions boast links that date back to junior football, and the two families have been friends for many years.

“Our families certainly know each other. We come from a similar area and I was always very aware growing up that Luke was a really good player. My brother Sam played a fair bit of junior footy with him. Also, my Dad and Luke’s Dad Ray have known each other for a long time,” says Power.

“There’s certainly a mutual respect there, built over a long period,” the 31 year-old Power adds.

Power believes that the fact that both he and Ball had brothers playing at AFL level equips them with a depth of understanding of the intricacies involved for players at various stages of their careers, as well as their professional and personal development.

(Ball’s older brother Matthew played 17 games for Hawthorn between 2004-2006 and Power’s younger brother Sam notched up 123 games with Western Bulldogs from 2002-2007 and 39 with North Melbourne from 2008-2009).

“We have over 20 years between us at AFL level and we have both had brothers that have been in and out of the system. We have lived it through the unique position of our own careers and those of people close to us.

“That allows us to understand what it’s like for a player when he is entering and leaving the game, as well as those with long-term careers. It gives you perspective.”

Power’s opinion is shared by Ball.

“Luke and I are lucky enough to still be involved after ten or so years. So, managing the transition out of football is a huge part of it, not only for the player that has a long career, but also

the 100 or so guys that are delisted every year. It’s a delicate and important part of the job that the Players Association handles really well.”

Power assumed the position of President after serving as Brisbane’s Delegate since 2001 and being elevated to the Board in 2007.

Fellow Players’ board member Adam Goodes is confident of the new leadership team.

“Having worked with them both and witnessing the way they go about it first-hand, I can say they are both very strong in their morals and beliefs. They definitely share a view in regard to fair play. I’m sure that they will make a really good combination.”

As Board President, Power is under no illusions as to the weight of responsibility the Board will shoulder, particularly with 2011 representing a landmark year for the players.

The current Collective Bargaining Agreement is up for renewal. Both Power and Ball will be key figures in shaping the AFL Players’ position.

“The challenge for the next six months is to secure the objectives that we require, via the Collective Bargaining Agreement negotiations. We are very big on catering for players’ futures via education, welfare, pay and conditions and it’s something I’m very passionate about,” says Power.

26-year old Ball has also been a member of the AFL Players’ Board since 2007, stepping into the Vice Presidency in 2011. His aim is to raise awareness of the importance of the Association to the AFL playing list.

“There is an increasing appreciation of the great job the Association does in supporting players. This work is the reason I got involved,” says Ball.

Power says he’s also seen massive changes in regard to the Players’ Association in his time.

“I came into the game in 1998 and I’ve witnessed the Association’s growth over that time,” he says. “It’s important to recognise the

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PA’s achievements over the past ten years, in the time that I have been a member.”

The list of players on the Board is impressive, both on-field and off. Power is quick to recognise this.

“We have regular Board meetings, either at the Players’ headquarters or via phone link-up. The players on that board are very strong characters and they are certainly people you can trust.

“That’s very important, that trust. We challenge each other on certain issues and we challenge the Players’ staff on certain issues. It’s a very good thing to canvass all those opinions to arrive at well-researched solutions that will help the players as we go forward.”

Ball acknowledges that getting the Players’ Association message to the younger playing group is all important.

“This year offers a really good opportunity for the PA to get the message out to the players in general that we are there and working in their interests.

Things like the Players’ Association column in The Age is a good example of how to get the message across. Social media is the way to go as well.”

Power is of like mind: “Communication to the players is a big challenge and we have to think of new ways of doing it. You are dealing with players from the age of 17 and just out of school to those in their mid-thirties, a vast geographical area to cover, varying educational standards and backgrounds. We are well aware of the challenges of communicating well.”

Both Power and Ball are aware that their Players’ Association experience offers them further avenues once they hang up their boots.

“I haven’t thought too hard about what I’ll do post-football, but I guess football administration is something I’d look closely at,” says Power.

“You are a long time retired,” is Power’s succinct answer to thoughts of leaving the game.

While Ball has plenty of football left in him, he’s mindful of the stead in which working for the Players at a high level places him.

“It’s not the sole reason I am involved, but the experience of working with a Board and the management of a wide group of people is very valuable.” He laughs as he adds, “I’m certainly a lot closer to the end of my career than the start!”

Arms

Luke Ball and Luke Power will lead the AFL Players’ Association this year.

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“ W e w a n t t o “ We wan It was the early 1970s when a small group of committed VFL players came together to form what is now the AFL Players’ Association. Here, Essendon champion and founding President, Geoff Pryor, recounts the story of the Association’s birth.

The Association was officially formed at a meeting of players at the Albert Park Boatshed in 1973. A group of players including Des Meagher, David McKay, Gareth Andrews, Don Scott and myself had been working prior to this for quite some time, and this meeting was the result of discussions and informal meetings of players over months in a number of venues, including my kitchen and a few pubs around town.

At Albert Park we formally went through the processes to establish people in various positions in the Association. I had been given a better understanding about how to approach these kinds of formalities by a group of friends at the Trades and Labour Council who were also Essendon supporters.

Collingwood and St Kilda were not represented.

We did not have reps from each club to begin with.

This was partly due to informal pressure that was in place that meant that clubs were looking at us in a very antagonistic manner. Some had gotten to the stage of making it very clear that their players should have nothing to do with this whatsoever.

The time was right to form a body that looked after our interests. Three years before that, a number of Essendon players, Don McKenzie, Geoff Gosper, Daryl Gerlach, Barry Davis and myself had gone out on strike at the start of the season over player conditions and there was a sense that things were changing.

Prior to the strike, we had been urging Essendon to take quite a different approach to looking after players both in terms of salaries and also health issues. There was no insurance at that stage so if people got injured, although the medical staff did a good job, the players were stuffed.

Senior club people like Billy Hutchison and Dick Reynolds talked to us and said, “You know, you guys, you’ve just got to surrender your interests to the club – the club is everything”.

But we were playing in an era when there was much more challenging of the status quo. We didn’t disagree with the importance of the club, but we said ‘No, we don’t want to run it this way. You are now asking us to train much more and we are

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also expected to hold down jobs at the same time’.

It was excessive.

This sort of disagreement within clubs was not just confined to Essendon. Gareth Andrews (Geelong) and David McKay (Carlton) were likewise feeling restless under club managements that were conservative and reflected a past era. In addition, top players were starting to be paid proper money. Des Tuddenham and Len Thompson at Collingwood had begun being paid. Other players looked at that and said, “Well, if Collingwood is doing that, why aren’t our clubs doing that?”

We recognised that we had to strike a very careful balance between being effective but also not giving the impression to clubs and supporters that that we were just out for ourselves. We didn’t start by saying we wanted better salaries. Our first campaign after we had been established at that meeting in Albert Park was to talk about the importance of caring for all players, not just those on the senior list.

Once we established ourselves, we determined that we had to get some recognition. Our aim was to meet with the then VFL. This was again resisted by Jack Hamilton who was the VFL Executive Officer. There were a number of presidents of clubs such as the Essendon president, but also others, who likewise took

The 1970 strike by Essendon players (pictured from left to right, Geoff Gosper, Darryl Gerlach, Don McKenzie, Geoff Pryor and Barry Davis) is now seen as a pivotal event in the lead up to the birth of the Player’s Association.

have a say” “…we were playing in an era when there was much more challenging of the status quo. We didn’t disagree with the importance of the club, but we said ‘No, we don’t want to run it this way.

You are now asking us to train much more and we are also expected to hold down jobs at the same time’.

It was excessive.” the view that we were being impertinent. That we should actually try and be representative of the players, and that we needed to even have a meeting – this was really outrageous!

I went to work in Canberra that year and flew down to each match to play. When I was in Canberra I had access to a number of political people, and Clyde Cameron was then the Federal Minister for Industrial Relations and I spoke with his office. And he released a media statement which

said the VFL was really quite wrong not to meet the players, and very soon afterwards we had our very first meeting with the VFL. We met with Hamilton and VFL President Allan Hird Snr. The start of the conversation was pretty rough, because they said “Well we were forced to meet you, we don’t need to meet you”. And we said “Yes you do, because we’re going to be around for a long time”. The meeting was essentially about our right to exist. We talked probably for about three quarters of an hour, saying “You will keep on hearing from us (the Players’ Association) because we want to keep on hearing from you, because the relationship we want to establish is going to be a long-term one”.

Hird’s position was very much: “I’m the boss and you guys have to do what I tell you”. I said: “Well you might think that’s the way things happen, but they won’t happen like that in the future because we want to have a say”.

From my personal perspective, I had a lot of support amongst family and friends. That’s not to say those same people didn’t raise their eyebrows a bit, saying “What the hell are you doing?” and “Well it’s great you’re having a go but I’m not sure you are going to get anywhere”.

I think the generally positive reaction was largely because we had not come out immediately and said that we should all get more money.

It was new ground, people were excited but also weren’t sure what was going to happen. I think that reflected both people’s willingness to see that something had to happen, but just uncertainty about how it would actually all work out.

This meant there was a great bond between those foundation members in the early days. We had found each other through friends, playing mates.

Sometimes you’d know people through the media.

I rang a few people ‘cold’, tracked them down. But it was a bit of networking. X knew Y, who knew Z, and you got them to come to the meetings on that basis.

My only real legacy in terms of the Players’ Association was helping start it. It needed a catalyst to do it, and I thought that I was in a better position than most. I had an inkling that I had a limited period of time to go. I was 29, and I would have loved to have played longer, but the issue was that I had a prospective career overseas. So if they decided to get nasty, I could probably belatedly walk away. But I could afford to be a bit strong on behalf of everyone else.

Geoff Pryor still lives in Canberra with his wife and works as Co-ordinator for the South East Resource Recovery Regional Organisation of Councils, a body promoting sustainability in southern NSW.

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New Decade New Challen If you thought 2010 was big, the first year of a new decade promises even more challenges and opportunities for all AFL players.

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In the years to come, when the history of our Association is written, how large will 2011 loom in the rear-view mirror of AFL Players?

CEO Matt Finnis is pretty sure he knows the answer already.

“There’s no doubt that what happens this year will have a big impact on current and future players,” says Finnis.

“For the last decade, the AFL Players’ Association has only been heading in one direction, and that’s up. The Association’s reach has never been greater. Our ability to work with players to provide support and advocacy has never been greater. This year we’ll continue to see that progress in action.”

For Finnis, the next 12 months are especially significant with the current Collective Bargaining Agreement between the AFL and Players due to expire at the end of the year.

“We’re looking forward to ongoing, professional discussions with the AFL, culminating in us forging a real partnership between players and the League.”

ges

The arrival of the Gold Coast Suns as the competition’s 17th team means that the clubs young list will receive specific support from the Players’ Association.

A schedule of meetings has already been set out, with the negotiating parties due to meet regularly until a new agreement is reached – hopefully before mid-season.

Matt Finnis says players’ input into the process has already been invaluable, and board members and delegates will continue to play a role in those meetings.

“This is a player-led organisation so players will have direct input into what happens in the negotiations, and will have to approve any agreement coming out of the talks.”

2011 will also see the roll-out of a new AFL Players’ website, designed to better inform fans and the broader population about the value that players bring to the game and the community.

“Perhaps more importantly, it will feature improved resources for our members, including important information, standard forms and even educational materials,” says Finnis.

“We’re aware that our current site needs a makeover – so we’re committed to a full revamp that makes the best use of the power of the

internet for the benefit of our members.”

The new website will be a key part of how the AFL Players’ Association projects itself to its members in 2011 and beyond (see p. 5 for article on our new Brand Strategy).

The appointment of Christine Finnegan in the newly-created position of General Manager – Marketing and Commercial, will also see a renewed focus on maximising commercial returns for players.

Finnegan said the potential to take advantage of these group commercial rights, which players have assigned to their Association, is enormous and she will be working hard to make sure that all opportunities are taken advantage of.

“The new website will be a key part of how the AFL Players’ Association projects itself to its members in 2011 and beyond.”

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New Decade, New Challenges The Players’ Association will closely moniter the changes made to the rules concerning interchange rotations.

“There’s huge scope for the AFL Players’ Association to take a larger role – in partnership with other AFL industry players – in the commercial space for the benefit of players,” Finnegan says.

2011 will also be a big year for General Manager – Player Relations, Ian Prendergast, who will oversee the Association’s efforts to advocate on a range of different issues affecting players.

“While we’re negotiating the next CBA, we’ll also be working hard to enforce the standards set out under the current agreement,” says Prendergast. “We will also continue to strive to improve communication with Delegates to ensure we’re identifying any issues that need addressing.”

“This includes standards around leave, player appearances and safety. We’ll also be pushing for improvements in travel arrangements and better controls around club deductions from players’ salaries.”

Prendergast says 2011 will also see the Players’ Association undertake important reviews into two key features of the current AFL policy landscape:

the Illicit Drugs Policy and the Tribunal.

“We believe that in a general sense both are working well but it’s also important that we investigate possible improvements,” says Prendergast.

“With regard to the IDP, AFL players are one of the few members of the community to consent to testing for illicit drugs – we need to be vigilant that the system continues to promote confidentiality and a harmminimisation approach.

“And we’ll continue to push for precedent evidence to be introduced into Tribunal proceedings as part of the review.”

Prendergast says the introduction of significant rule changes in 2011 concerning interchange rotations will mean the Players’ Association will be seeking feedback from its member about how the changes have affected the game.

“There’s already been speculation that the new rules had an impact on some teams’ decision to delist players so it’s clearly an issue many of our members feel passionate about,” says Prendergast.

“I expect this may be one of the biggest changes we’ve had for a couple of years so we’ll be monitoring it closely.”

One of the most prominent day-to-day changes players will notice, in terms of their interaction with their Association, stems from improvements to the Player Development support system that came into effect late last year.

General Manager – Player Development, Steve Alessio, says the changes will further increase the level of support provided to players as part of a system that was already the envy of professional athletes across the nation.

“The level of support offered to AFL footballers is without parallel in Australia, and compares very favourably to the best schemes in the world,” Alessio says.

“This year, we’re taking it to a whole new level. As players would be aware, we have

Player Development Regional Manager Brett Johnson

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“The level of support offered to AFL footballers is without parallel in Australia, and compares very favourably to the best schemes in the world” introduced a new structure that will see three Player Development Regional Managers – Brett Johnson, Claire Mitchell-Taverner and Scott Lucas – focus in on specific, allocated teams.

“This new structure will allow these Managers to build stronger, deeper relationships with our members, allowing them

to better understand and address the needs of individual players and direct our services to where they are most effective.

This support covers the full spectrum of welfare and support services provided by the Players’ Association – from career support, to financial advice to psychological ‘tune-ups’.

“We’ve also invested in supporting diversity with the appointment of Nadia Taib as Indigenous and Multicultural Manager.” The arrival of the Gold Coast Suns as the competition’s 17th team means that the clubs young list will receive specific support from the Players’ Association.

“The guys up at the Gold Coast have done a fantastic job building a club from scratch and they’ve been very keen to tap into the resources we have to offer,” says Mitchell-Taverner, who has been assigned to the Suns, and also the fledgling Greater Western Sydney Giants.

Across the 2011 AFL Players’ Association calendar, Players’ Association hopes the ‘setpieces’ of the year – MVP and Madden Medal awards ceremonies, Induction and Indigenous camps and Directors and Delegates Conference – will continue to grow in stature.

“This year, as in previous years, these Players’ Association events will all take place between October and February (aside from the MVP Awards, which occur in the second week of the

finals). It’s just one of the factors that mean that, whether our members are playing footy or not, the pace never really drops off across the year.

“There really is no ‘off season’ at the AFL Players’ Association,” says Matt Finnis.

“During the season we’re working flat-out to support and advance the interests of players but in the off-season, if anything we work even harder.”

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One Rung at a Time

AFL players understand we need to do what we can to strengthen communities. Our homelessness charity Ladder provides accommodation and player mentoring for homeless and at risk young Victorians, says former Essendon player and Ladder General Manager Mark Bolton.

Each and every time an AFL player takes the field in a senior match, they’re contributing a portion of their match payments to help disadvantaged young people get back on their feet.

Ladder was established in 2007 by a group of former Australian Football League players, who witnessed the issue of homelessness first hand and recognised that the AFL, along with other sporting industries and the private sector, could do more to address this issue.

I was one of those players.

It’s been amazing to see Ladder grow into a ground-breaking service that is making a real difference to the lives of disadvantaged young people now in two states.

We’ve all got a responsibility to those that are vulnerable in our community – especially those just starting out in life. At Ladder, we believe all young people deserve the opportunity to live independently.

Today, with the backing of the AFL and the players themselves, Ladder helps young people break the cycle of homelessness by providing individual solutions to develop essential life skills and community connections that build a pathway to sustained independence.

By harnessing the power of the AFL community, Ladder is well positioned to build awareness of the issue of youth homelessness and generate public and private sector support.

AFL Players’ Association CEO Matt Finnis is particularly proud of our members.

“Whether it’s through the financial contribution players make everytime they play a match, to the mentoring support many of them offer our clients, AFL footballers are committed to giving something back to the community that gives them so much,” said Finnis.

In 2010, Ladder saw the first year of full operation in its Melbourne project – Ladder Hoddle Street.

In partnership with the Victorian Government through the Department of Human Services, Melbourne City Mission and Yarra Community Housing, a total of 15 clients were engaged in the program and some stunning outcomes were achieved: •T wo clients moved back in with family and have maintained commitment to education •O ne client moved to regional Victoria with a job and stable housing; • 1 1 clients have been engaged in education or training; • S ix clients engaged in employment; • All clients engaged with Ladder Living Skills Program, Peer Support and Leadership Program; •G roup mentoring underway with 26 athletes involved in activities ranging from cooking classes to budgeting to recreational activities.

Now, the second site is open at Ladder St Vincent Street, in Port Adelaide. In partnership with the South Australian Government, through the Department of Families and Communities,

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St Johns Youth Service and the Housing Trust of South Australia, Ladder St Vincent Street will offer life changing opportunities to a further 23 young people.

The facilities offer self-contained accommodation to clients, who have experienced homelessness and features common areas, meeting rooms, office space and retail tenancies – including a training café.

Andrew Crowell, Project Officer Ladder St Vincent Street, said the opening of Ladder St Vincent St marks the next chapter of the Ladder story.

“Ladder St Vincent Street will provide more than a roof over the young people’s heads.

We’ll be giving them the chance to break the cycle of homelessness and realise their true potential,” he said.

During the construction phase of the building our Mentoring Coordinator, ex-Crow Kris Massie, ran a 15 week pilot program in partnership with Service to Youth Council and Uniting Care Wesley Port Adelaide.

This program provided sports and teambuilding activities for 17 young people at risk of homelessness and/or disengaging from education. The young people enjoyed a variety of activities including golf, abseiling, bowling, gokarts and kayaking. 14 Port Power and Adelaide Crows players were involved in the program.

Massie explains why the assistance of our members is so important and powerful.

“By harnessing the power of the AFL community, Ladder is well positioned to build awareness of the issue of youth homelessness and generate public and private sector support.”

“For generations, kids have looked up to their favourite footy players and seen them as role models. Not all of the young people we work with are interested in footy, but player mentors can still have a really positive impact on their lives. Just knowing that there’s someone there to talk to really makes a difference,” said Massie.

As Ladder continues to expand its reach nationally, growing in profile and demonstrating its impact, more and more highprofile companies have thrown their support behind this initiative.

In 2010, Ladder was grateful to receive in-kind and financial backing from a growing corporate supporter base including Boston Consulting Group, Mallesons Stephen Jaques, George Patterson Y&R, Drake International and Devine Homes.

This is all on top of the tremendous support received from the AFL industry. The $150,000 in match payments from AFL Players was matched by the AFL Foundation, including $67,000 raised from the Devine Homes AFL Legends Lunch.

The AFL also donated $100,000 from the proceeds of the 2010 AFL Grand Final Replay and also kindly donated Grand Final tickets to the young people in our Ladder Hoddle St program, giving them an opportunity of a lifetime to be part of the historic event and be greeted by AFL Players at the MCG.

Ladder General Manager Mark Bolton.

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Player partners AFL Players greatly value the support provided by our sponsors, GNC LiveWell and Open Universities Australia.

GNC LiveWell GNC LiveWell is the world’s largest retailer specialising in vitamins, herbs, weight management and sports nutrition. In Australia, GNC LiveWell opened its first store in 2000 and now have 38 stores in New South Wales, Victoria, Queensland, Western Australia and the ACT. Now in its fourth year, the partnership is paying dividends for GNC LiveWell as it cements its reputation as a premium brand widely recognised for product and service excellence.

GNC General Manager Jim Mills believes that the core values of the AFL Players’ Association and GNC LiveWell are in total alignment.

“GNC LiveWell, like the AFL Players’, is all about commitment, passion and dedication,” said Mills.

If every person in Australia used these three words in their daily lives, each of us would be better in all the things we do.”

Last year, GNC LiveWell sponsored the Madden Medal Awards and one of its categories: the GNC LiveWell Football Achievement Award, which was won by retiring Adelaide Crows superstar Andrew McLeod.

Mills said GNC LiveWell’s partnership with the Players’ Association gives it a higher profile not just among footballers but in the general community.

“We hope to keep increasing our brand presence not only in the AFL, but into all sports in Australia,” says Mills.

“We want to be a household name that everyone knows through our sponsorship with the AFL Players’ Association.”

AFL Players’ Association CEO Matt Finnis says the Players are proud to be associated with a respected brand like GNC LiveWell.

“We look forward to a lasting relationship with GNC LiveWell that promotes nutrition and performance to our members and the broader community.”

Brett Kirk (left) with Jim Mills.

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Open Universities Australia When a groundbreaking study by the Australian Institute of Sport recently revealed that 72 per cent of top-level athletes thought their performance had benefitted from undertaking education or employment during their careers, it was no surprise to Cratis Hippocrates. The Open Universities Australia (OUA) Director of Business Development says the broader benefits of study to people engaged in elite sport are obvious.

“Study not only gives you options when you retire,” he says. “It also gives players extra skills and a broader world view while you are competing.”

Hippocrates says this truth makes OUA the perfect commercial partner for the AFL Players’ Association.

“OUA is all about giving people access to the best tertiary education in a way that fits around their lives. With the demands placed on modern footballers, an OUA degree is the perfect way for an AFL Players’ Association member to get a qualification.

“The Association’s public profile helps us to extend our message beyond the football world and into the media and general awareness of the greater community. There is potential for respected football players, who are already role models for their feats on the field, to become advocates for the OUA brand as part of our partnership.”

Open Universities Australia (www.open.edu.au) is the national leader in providing open and flexible access to quality tertiary education. It provide access to more than 1050 units and 130 qualifications taught by 18 leading universities and other tertiary education providers around the country.

The three-year relationship between the AFL Players’ Association and OUA has extra support offered to present and past players in their pursuit for further education.

“Players are increasingly aware of the benefits of personal development outside of football with OUA witnessing a huge leap of units taken up by AFL players from 2009 to 2010,” says AFL Players’ Association CEO Matt Finnis.

2010 saw Finnis and Hippocrates announce a new initiative, the Learning For Life Scholarships that will be awarded every year to five players who have been retired three years or longer.

“This fantastic initiative will make a real difference to our past player members as they negotiate their post-football careers,” says Finnis.

Acknowledgements The AFL Players’ Association would like to thank the following individuals and organisations for their support during 2009-10.

AFL Players’ Association Advisory Board

AFL Players’ Association Agent Accreditation Board

AFL Players’ Association Service Providers / Advisors / Alliances

Neil Hamilton – Chairman, AFL Players’ Association Advisory Board

Ian Prendergast – General Manager, Player Relations, AFL Players’ Association

Ray Wilson – Chairman PRA Advisory Board

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

Greg Hywood – CEO, Fairfax Media

John McMullan – John McMullan Solicitors

AFL Coaches’ Association AFL SportsReady AFL Umpires’ Association AMP Arthur Roe & Associates Pty Ltd Athletes’ Alliance of Australia Australian Cricketers’ Association Australian Netballer Players’ Association Australian Workers Union Bridgestone Golf Brothers Parade Caraniche Centre for Adult Education Crown Casino Department of Sport and Recreation Indigenous Support Unit (Victoria) Dominion Private Clients Drake Training Elite Athlete Friendly University Network First Impressions Fox Sports Herald Sun Honan Hushh Vision Kelly Hazell Quill Lawyers Mallesons Stephen Jaques Marsh Pty Ltd Middletons National Australia Bank Private Bank National Football League Players’ Association (USA) Paul Horvath Solicitors Peter Jones Special Events Portable Premium Seats Professional Footballers’ Association (Australia) Property Planning Australia RMIT University Rugby League Players’ Association Rugby Union Players’ Association Shadforth Financial Group Limited Slater & Gordon Spike Creative Tank Studio The Age The Ripe Group Turning Point VicHealth Victoria University Wilson Everard Wyndata Zest Wealth Advisors

Chrissy Sharp – Director, The Wheeler Centre Dr Helen Drennen – Principal, Wesley College Joel Bowden – AFL Players’ Association immediate Past President AFL Players’ Association Player Retirement Account Board Ray Wilson – Chairman Ian Anderson – General Manager, Finance & Administration, AFL David Bilston-McGillen – Dominion Private Clients Brett Burton – AFL Players’ Association President / Adelaide FC Matt Finnis – Chief Executive Officer, AFL Players’ Association John Hogan – General Manager, Finance & Administration, AFL Players’ Association

Braham Dabscheck – Senior Fellow, University of Melbourne Ken Wood - Investigations Manager, AFL Cameron Bruce - Current player, Hawthorn FC Liam Pickering – IMG, AFL Players’ Association Accredited Agent AFL Players’ Association Charity Fund Trustees Matt Finnis - Chief Executive Officer, AFL Players’ Association Joel Bowden – Administrative Officer Linfox Australia Brett Burton – President, AFL Players’ Association / Adelaide FC Anthony Jackson - Director, Dominion Private Clients Dr Robert Kerr – Brisbane Lions National Talent Manager

AFL Players’ Association Past Player Membership Advisory Board

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

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

Bernie Shinners – Legal Services Consultant, AFL Players’ Association

*passed away October 2010

Ladder Board of Directors Matt Finnis (Chairman) Pippa Grange – Director, Bluestone Edge Pty Ltd Joel Bowden - Administrative Officer Linfox Australia Colin Carter Chairman, AFL Foundation Jason Mifsud - CEO, Australian Football League Foundation.

Ian Anderson - General Manager, Finance & Administration, AFL

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27

The members of the AFL Players’ Association gratefully acknowledge the support of our generous corporate partners.

Your tireless commitment to the betterment of the players has played a key role in improving the lot of elite footballers across the nation.

28 20 0 9/10 AFL Pl ayers’ association annual Report

AFL players’ association 2009/10

financial report

Arthur Roe & Associates Pty Ltd, the AFL Players’ Association (AFL Players’ Association), appointed Auditors have in accordance with the Australian Accounting Standards, Australian Accounting Interpretations, other authoritative pronouncements of the Australian Accounting Standards Board and the Associations Incorporations Act 1981, audited the Financial Statements of the AFL Players’ Association for the year ended 31st October 2010.

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

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29

AFL Players’ association inc.

Financial Report as at 31st October 2010

Total Operating Expenditure for 2010

Events, Marketing & Pub Affs 5%

Industrial Relations 4%

Administration 8%

Player Development Program 11%

AFL Players’ Association Player Retirement Account 58%

Player Licensing 14%

The year ending 31st October 2010 saw the AFL Players’ Association record an operating surplus of $72,294. This small surplus is in accord with the Association’s aim of distributing as much of the revenue both negotiated and derived to the benefit & welfare of all of the Association’s members.

Player Development Program Expenditure (2005-2010) $1,600,000 $1,550,000

$1,552,345

$1,567,580

2008

2009

$1,550,607

$1,500,000 $1,450,000 $1,406,543

$1,400,000 $1,350,000

$1,365,141 $1,321,514

$1,300,000 $1,250,000

Financial Report

2005

2006

2007

The Players’ Association’s $1,550,607 investment in the Player Development Program incorporates the professional services of our Psychology Consultants and Career Advisors together with our Transition and Multicultural services and is supported by the continued commitment to the player education & training grant spend of $443,617.

30 20 0 9/10 AFL Pl ayers’ association annual Report

2010

AFL Players’ association inc.

Financial Report as at 31st October 2010

AFL Players’ Association Player Retirement Account Payments (2004-2009)

$8,000,000 $7,000,000 $6,000,000

$7,605,635

2007

2008

$7,362,500

$5,672,250 $4,674,206

$5,000,000 $4,000,000

$7,528,250

$3,966,100

$3,000,000 $2,000,000 $1,000,000 0

2004

2005

2006

2009

The AFL Players’ Association Retirement Account (“PR A”) holdings grew by 5% over the financial year to a level of $9.7 million for 2010. This reflects steady growth from the huge reduction experienced in 2008 due to the Global Financial Crisis. The amounts paid out to the 108 retired and delisted players for 2009, totals $7,362,500.

Licensing & Marketing Revenue (2005-2010) $2,000,000

$1,848,624 $1,745,221

$1,750,000 $1,453,834

$1,500,000 $1,250,000 $954,345

$1,000,000

$1,032,770

$750,000 $500,000

$518,662

$250,000 2005

2006

2007

2008

2009

2010

20 0 9/10 AFL Pl ayers’ association annual Report

Financial Report

The Player Licensing & Marketing income grew to a total of $1,848,624 for the year.

The above chart reflects the growth in the Player Licensing & Marketing returns over the last six years.

31

AFL Players’ association inc.

Statement of financial position as at 31st October 2010

2010

2009

$

$

Cash Assets

9,467,989

8,319,487

Receivables

1,320,039

1,295,188

CURRENT ASSETS

Other Assets

28,931

26,716

10,816,959

9,641,391

14,794,377

14,271,701

54,978

68,459

TOTAL NON-CURRENT ASSETS

14,849,355

14,340,160

TOTAL ASSETS

25,666,314

23,981,551

TOTAL CURRENT ASSETS NON-CURRENT ASSETS Other Financial Assets Property, Plant & Equipment

CURRENT LIABILITIES Payables Provisions TOTAL CURRENT LIABILITIES

20,510,681

19,217,142

159,259

122,009

20,669,940

19,339,151

40,098

-

40,098

-

20,710,038

19,339,151

4,956,276

4,642,400

600,000

600,000

NON-CURRENT LIABILITIES Provisions

TOTAL NON-CURRENT LIABILITIES TOTAL LIABILITIES NET ASSETS

EQUITY

AFL Players’ Association Player Retirement Account Reserve

AFL Players’ Association Past Player Health Hardship Fund Reserve

1,555,872

1,314,290

Retained Profits

2,800,404

2,728,110

4,956,276

4,642,400

Financial Report

TOTAL EQUITY

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AFL Players’ association inc.

Statement of financial performance as at 31st October 2010

INCOME AFL Players’ Association CBA Income Player Licensing & Marketing Payments Membership Fees Sponsorship & Grants Other Income

2010 $

EXPENSES Advertising AFL Players’ Association Player Retirement Account Payments Changes in Net Market Value of Managed Funds Computer Expenses & Development Consultant’s Fees Counselling Services Depreciation Education & Training Employment Related Expenses Functions & Events Multicultural & Indigenous Player Support Programs Insurance Office Expenses Other Expenses Player Computer Grants Player Development Programs & Transition Player Executive & Delegate Expenses Player Health Insurance Player Induction Camp Player Licensing & Marketing Payments Player Medical Benefits Payment Professional Fees Cultural & Leadership Public Relations Costs Publication Costs Rent & Outgoings Subscriptions Telephone & Facsimile Travel & Conferences

2009 $

10,660,000 1,848,624 305,425 423,382 993,653

10,560,000 1,745,221 294,808 299,836 671,788

14,231,084

13,571,653

52,820 51,680 8,103,539 6,886,720 - 74,814 50,294 107,822 79,903 88,653 111,978 22,821 18,681 505,652 430,900 1,868,709 1,689,215 357,047 291,839 14,351 60,778 22,322 21,423 72,355 55,479 7,609 5,834 45,500 83,017 237,667 224,742 45,328 18,800 58,180 52,891 29,878 25,685 1,848,624 1,743,490 - 1,155,626 118,009 98,808 183,596 64,655 36,536 21,285 43,470 75,012 99,407 97,649 16,461 18,949 19,806 23,082 77,814 60,522 14,158,789

13,518,936

72,294 -

52,717 -

Net Profit from ordinary activities after income tax expense attributable to the association

72,294

52,717

2,728,110

2,675,393

2,800,404

2,728,110

Retained Profits at the beginning of the financial year Retained profits at the end of the financial year

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Financial Report

Profit from ordinary activities before income tax expense Income Tax Expense

33

AFL Players’ association inc.

Statement of cash flows as at 31st October 2010

2010

2009

$

$

Receipts from Members

244,825

303,893

Operating grant receipts

10,901,581

10,928,541

2,107,503

1,402,690

Sponsorship receipts

286,785

316,288

Interest Received

239,148

458,428

Sundry Receipts

113,668

453

49,710

54,533

(12,812,942)

(13,425,299)

1,130,278

39,597

Fixed Asset Purchases

(9,338)

-

Movements in managed funds

29,215

(1,710,120)

Net cash provided (used) by investing activities

19,877

(1,710,120)

(1,653)

(1,673)

-

12,100

(1,653)

10,427

Net increase/(decrease) in cash held

1,148,502

(1,660,096)

Cash at the beginning of the financial year

8,319,487

9,979,583

9,467,989

8,319,487

CASH FLOWS FROM OPERATING ACTIVITIES

Player Licensing & Marketing payments received

Receipts from Accredited Agents

Payments to suppliers and employees Net cash provided by operating activities

CASH FLOWS FROM INVESTING ACTIVITIES

CASH FLOWS FROM FINANCING ACTIVITIES Increase in Sundry Debtors

Decrease in Sundry Creditors

Net Cash provided (used) by financing activities

Financial Report

Cash at the end of the financial year

34 20 0 9/10 AFL Pl ayers’ association annual Report

AFL players’ association 2009/10 Charity Fund

financial report

Arthur Roe & Associates Pty Ltd, the AFL Players’ Association Charity Fund appointed Auditors, have in accordance with the Australian Accounting Standards, Urgent Issues Group Consensus Views and other authoritative pronouncements of the Australian Accounting Standards Board, audited the Financial Statements of the AFL Players’ Association Charity Fund for the year ended 31st October 2010. Extracts of the audited financial statements namely the statement of Financial Position, Financial Performance and Cash Flow are attached for perusal.

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35

AFL players’ association 2009/10 Charity Fund

Statement of financial position as at 31st October 2010

CURRENT ASSETS Cash Assets Receivables

2010 $

2009 $

215,480 36,300

158,904 -

TOTAL CURRENT ASSETS

251,780

158,904

NON CURRENT ASSETS

Other Financial Assets

TOTAL NON CURRENT ASSETS TOTAL ASSETS

858,429

841,479

858,429

841,479

1,110,209

1,000,383

CURRENT LIABILITIES Payables 26,280 1,240 TOTAL CURRENT LIABILITIES

26,280

1,240

TOTAL LIABILITIES

26,280

1,240

1,083,929

999,143

NET ASSETS

EQUITY Settlement Capital 100 100

Retained Profits 1,083,829 999,043

Financial Report

TOTAL EQUITY

36 20 0 9/10 AFL Pl ayers’ association annual Report

1,083,929

999,143

AFL players’ association 2009/10 Charity Fund

Statement of financial performance as at 31st October 2010

2010 2009

$ $ INCOME Player Charity Contributions 193,600 193,600 Code of Conduct Fines 20,200 26,750 Interest Received 5,652 5,308

Donations Received - Movement in Investments 16,950 121,574

236,402

347,232

EXPENDITURE

Audit Fees 1,596

Bank Charges 20 Donations 150,000

1,511 262,000

151,616

263,511

Profit from ordinary activities before income tax expense 84,786

83,721

Income tax expense relating to ordinary activities

-

Net Profit from ordinary activities after income tax expense attributable to beneficiaries of the trust 84,786

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

Net Funds collected from prior years - Total changes in equity other than those Resulting from transactions with beneficiaries as beneficiaries 1,083,829

-

83,721 915,322 999,043

Financial Report

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37

AFL players’ association 2009/10 Charity Fund

Statement of cash flows as at 31st October 2010

2010 $

2009 $

CASH FLOWS FROM OPERATING ACTIVITIES

Cash Flows From Operations

Player Charity Contributions Code of Conduct Fines Interest Received

Donations Received Payments to suppliers and employees Net cash provided by operating activities

157,300 20,200 5,652 - (126,576)

229,900 26,750 5,308 (263,451)

56,576

(1,493)

CASH FLOWS FROM INVESTING ACTIVITIES Investment in UBS Equities (84,403) Net Income 29,911 Net cash (used in) provided by investing activities

(54,493)

(76,114) 29,659 (46,455) (47,948) 305,325

Cash at the end of the financial period

257,377

Financial Report

Net increase / (decrease) in cash held 2,083 Cash at the beginning of the financial period 257,377

38 20 0 9/10 AFL Pl ayers’ association annual Report

259,460

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39

Australian Football League Players’ Association Sport House, Level 2, 375 Albert Road, Albert Park, Victoria 3206 T: 03 9926 1344 | F: 03 9926 1350

www.aflplayers.com.au