AFLPA Inform - # 55

Official magazine of the AUSTRALIAN FOOTBALL LEAGUE PLAYERS’ ASSOCIATION

EDITION 55, JULY 2009

FO U N D

A F L PA w e ll on t h e way t o f i nd i n g

m i ss i ng pa st player s Ladder of opportunity

AFLPA HIGH COURT WIN

Road ahead for Agents

AFLPA Co ntacts Sports House

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

Chief Executive Officer Brendon Gale brendongale@aflpa.com.au Office Manager / Executive Assistant Debra Howell General Manager – Finance & Administration John Hogan johnhogan@aflpa.com.au General Manager – Operations Matt Finnis mattfinnis@aflpa.com.au General Manager – Player Development Steve Alessio stevealessio@aflpa.com.au General Manager – Psychology, People & Culture Pippa Grange pippa@aflpa.com.au Transition Services Manager Mark Porter markporter@aflpa.com.au Career Development Manager Claire Mitchell-Taverner claire@aflpa.com.au Project Manager – Career Transition Rayden Tallis rayden.tallis@aflsportsready.com.au Indigenous Program Manager Cory McGrath corymcgrath@aflpa.com.au Player Development Coordinator Nadia Taib nadia@aflpa.com.au

FROM THE CEO

W

elcome to edition 55 of Inform.

In this addition of Inform I’m extremely pleased to announce that after 5 years of hard work, the AFLPA sponsored Tax Test Case concerning the tax deductibility of player agents’ fees, has been favourably decided by the High Court of Australia. The decision effectively means that players can now obtain a tax deduction for all Player Agent Fees incurred in negotiating a playing contract. Clearly, the decision will provide a significant benefit to all AFLPA members and indeed all other professional sports people in this country” See page 3 for more details.

There can be no doubt that the media are an incredibly important and valuable stakeholder in our game. The media play such an important role in promoting the players, clubs and our code. Innovation in the coverage of the AFL means that each year the media is taking our game and players even closer to more supporters. All players should understand that by working cooperatively with the broadcast rights holders in particular, they help build value for the TV networks and ultimately AFL players.

However, over the last 12-18 months in particular, the AFLPA has become increasingly concerned with the willingness of some elements of the media to invade the highly personal, private space of AFL players in reporting on extremely sensitive subject that could never be regarded as being in the ‘public interest’. This has created much angst within the player group, and whilst we understand that there has always been and always will be a certain level of tension in the dynamic between players and the media, as the representative body of all AFL players, we take this issue very seriously. AFLPA Communications Manager Jason Murnane takes a look at this perennial question, and runs through some of the recent work the AFLPA has been involved with on this issue. See page 18 for more.

We also look at the successful operation of the AFLPA Past Player Member missing campaign, which was recently launched by former Essendon champion and AFLPA Executive Committee member Simon Madden. Simon was assisted in the launch by a number of past greats of our game, players including Bob Skilton, Peter Daicos, Michael Roach and Ken Fletcher amongst others. See pages 14 and 15 for more.

It’s also been a very exciting time with the launch of the Ladder Hoddle Street (Melbourne) building. Ladder Hoddle Street will see AFL players intrinsically involved in the mentoring of the young people involved in Ladder. See pages 10 and 11 for more.

I wish all players all the best.

Brendon Gale

Legal Services Consultant Bernie Shinners bernie_shinners@aflpa.com.au

AFLPA EXECUTIVE

AFLPA CLUB DELEGATES

General Manager – Ladder Mark Bolton mark.bolton@ladder.org.au

President Joel Bowden.......... Richmond

Adelaide.............. Ben Rutten Brisbane............... Jonathan Brown Carlton................. Brad Fisher Collingwood......... Tarkyn Lockyer Essendon.............. Brent Stanton Fremantle............. Matthew Pavlich Geelong............... Jimmy Bartel Hawthorn............. Brad Sewell North Melbourne... Drew Petrie Melbourne............ Cameron Bruce Port Adelaide........ Troy Chaplin Richmond............. Daniel Jackson St Kilda................ Jason Blake Sydney................. Jared Crouch Western Bulldogs... Daniel Giansiracusa West Coast........... Adam Selwood

Communications & Publications Manager Jason Murnane jasonmurnane@aflpa.com.au Manager – Membership Services Kim Gregg kim@aflpa.com.au Operations Coordinator Braden Stokes braden.stokes@aflpa.com.au Events Manager Leanne French leanne@aflpa.com.au Reception & Administration Natalie Holmes

Vice-President Brett Burton........... Adelaide Luke Power............ Brisbane Lions Tom Harley........... Geelong Adam Goodes....... Sydney Nick Maxwell........ Collingwood Luke Ball............... St Kilda Robert Murphy....... Western Bulldogs Ashley Hansen....... West Coast Brendon Gale........ AFLPA CEO Simon Madden...... Past player representative

– H igh C ourt D ecisio n –

P lay er A ge n t F ees A re Tax D eductible After five years of legal argument and court dates by the AFLPA on behalf of players, the AFLPA can finally announce victory in its Player Agent Tax test Case.

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he recent determination by the highest court in the land, The High Court of Australia, that Player Agent Fees for negotiating a new Playing Contract when a Player changes clubs are tax deductible is the culmination of years of work and a terrific result for AFL players.

The unanimous decision was made following presentation of an AFLPA and Australian Athletes’ Alliance sponsored Test Case before the High Court, involving former AFL player David Spriggs and NRL player Mark Riddell.

The High Court ruled that both players could claim a tax deduction for the Player Agent Fees incurred when negotiating for a new Playing Contract when the Players changed clubs.

This decision clears the way for players to obtain a tax deduction for Player Agent Fees paid when negotiating a new Playing Contract when the Players changed clubs.

The High Court accepted the argument that the players were engaged in the business of exploiting their sporting prowess and associated celebrity status and that the management fees were expenses incurred in both earning assessable income and in carrying on a business. This may have wider implications which the AFLPA and its advisers are considering and will be providing further advice on.

Prior to the decision, 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.

However, the Australian Taxation Office previously denied a deduction for Player Agent Fees for costs incurred in obtaining a new Playing Contract with a new club.

AFLPA CEO Brendon Gale said that he was extremely pleased with the favourable decision.

“We are particularly pleased that after five years of prosecuting our case on behalf of our players, that the High Court has determined that our arguments had merit and that our case should prove successful.

This decision will provide a positive benefit to all AFLPA members and indeed all other professional sports people.”

“Importantly I would also like to thank our legal team and their advisors for their successful advocacy and the ATO for accepting these matters as test cases.

Today’s outcome would not have been possible without the assistance of the ATO in agreeing with us that the tax law required clarification in this very important area. I would also like to thank both David Spriggs and Mark Riddell for their involvement.”

What Action Should I Take If I Did Not Claim A Deduction for Player Agent Fees In The Past?

If you have not claimed a tax deduction for Player Agent Fees, you should consider filing an Objection against the assessment the ATO issued to you to claim a refund of any overpaid tax.

Naturally, you should obtain advice from your tax advisor concerning your specific circumstances.

How Many Years Can I Go Back And Seek an Amendment For? You need to seek tax advice concerning how many tax years you can go back and claim a refund.

If you have objected to prior year tax assessments, then the next stage of that Objection process will be to seek a final determination of that Objection and, on the assumption that the ATO follows the High Court decision, request that the Commissioner refund the tax.

If you have not objected, then most Players will generally have only two years from the date on which the ATO served the most recent assessment on you or your Tax Agent. However, you should seek your own advice regarding how far back you should seek to claim a refund of tax overpaid.

Further information on this will be provided to players via a member mail out shortly.

EDITION 55, july 2009

3

F E AT U R E THE PLAYER AGENT INDUSTRY

FREE AGENCY

Nixon: “We’ve got to get back to reality and do what we’re best at and that’s negotiate contracts, look for opportunities for the player, and being a football mentor is probably more important these days.

“You’re meant to do the best job you can for them to be the best footballer. Our whole focus of our business, whether it is AFL management or anything else we do, is education.

“My players tell me they like my style of management because I call a spade a spade.”

Kelly: “Realistically we need to have a form of it. If a player is coming towards the end of his career, or a club is saying, ‘We think we want you but we’re not quite sure and we’re just going to see what plays out over the trading period’, you say, ‘Well hold on a sec. You either want him or you don’t, and if you don’t want him, and he’s served your club well, surely if another club wants him, he should be allowed to do that’.

“I’m all for making players serve a period of time and there’s a return on the investment, but we are losing mature players out of the industry who are better qualified and skilled and can provide a service to certain clubs at certain times, we’re losing those guys and they (the clubs) are all going youth because it’s just too hard to move those guys around the system, and that’s a tragedy.

“We need to keep the players involved in the industry as long as possible, and it’s great for the industry if we can push our older age (limit) out by being smart about it – the industry’s better off, everyone’s better off.”

Kelly: “I think the group now, as a whole, is pretty good. A lot of people think player management is just going out and doing deals, but it’s not, it’s dealing with life issues and players who don’t get on well with coaches and clubs, and have issues with other players, and we need to manage all those hurdles that get put up.

“The whole objective of our role is to make sure there’s long-term wealth and security, and long-term opportunities that they want to look at. They’ve got to have life experiences but while you want them to learn, there’ll be things thrown up and exposure and focus on those individuals that they wouldn’t get anywhere else in anything that they do other than in top-level sport, and that’s not just AFL guys I’m talking about.”

Player

PLAYER ENDORSEMENTS

Agent

Provocateurs

By Bruce Eva

The playing careers of both men at the highest level finished in the 1990s, but they remain two of the most influential figures in the game.

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orthright to the point of being blunt, always on the front foot, ready for a scrap if needed – Ricky Nixon and Craig Kelly are imposing forces in the football world.

Inform took the opportunity to catch up with the principals of Flying Start (Nixon) and Elite Sports Properties (Kelly) respectively for wide-ranging interviews on the state of the industry.

From free agency to player endorsements and the fees agents charge, the heavyweights of player management delivered their verdicts with typically candid assessments.

Nixon: “The irony is Wayne Carey was earning more off the field in 1999 than Nick Riewoldt’s earned in 2009, so that says to me that something’s gone wrong.

“The middle-range players are the beneficiaries of two things – the salary cap going up and the AFL, quite cunningly, and good luck to them, basically suppressing the rights of the players to go out there and do endorsements.

“Everything you do you can’t do, because you’re not allowed to wear AFL uniform or that conflicts with an AFL sponsor. Their argument is, that helps money come into the game and helps pay their salaries, I understand that, but what’s happening is the big-name players are being restricted on their earn.”

Kelly: “I think the protective basis of the AFL system is fantastic in a small market, so long as every party respects the others rights to be working when they’re not working, and by that I mean a Toyota, a National Australia Bank, a Coca-Cola – those guys, if they’re given the chance to leverage their relationship with the AFL, they’re more than likely (to) and should, because it consistently layers and stacks up, using the intellectual property of players, so they then get given opportunities.

“If you didn’t have that, the players wouldn’t be earning as much money because the system would not be protected and sponsors wouldn’t be on board for what is Australia’s greatest sport at the moment.

“There’s deals to be done with our partners to support the game, to grow the game, to make it better, that’s what we need to be doing. Everyone can do ambushing deals, they’re easy, but there are great opportunities out there if we all work together and we don’t abuse each other.”

PLAYER AGENT FEES Nixon: “I think the fees are going to have to change and the players are going to have to be educated and understand that they’re employing the agent to do a specific job, not what it has been in the last three or four years, because the interest in the industry has created a monster. “‘It’s been three per cent since 1985, and in every other industry it’s a minimum of probably seven (per cent) and up to 15%, and it’s now a 100% tax deduction, so players can’t complain.

“I think it’s got to be a minimum of five (per cent) for the amount of work involved, you’re basically on beck and call 24/7. Players say, ‘I didn’t hear from you for three or four months’, the best players don’t say that – they just give you a call if they want something or they want to talk to you.

“Marketing and media and stuff like that generally attracts (a) 15-20% (fee), and the reason for that is a player will always have a football contract, you didn’t go and find that for him, he found that himself with his footy ability, but with a media or marketing contract you’ve generally got to go out and sell it, and find sponsorships or endorsements.”

Kelly: “Our fees, globally, are the lowest fees in the sports industry and I think that will change, because the minimum around the globe is around about five per cent.

“You run a business and you don’t work on group prices, you work on what’s right for the services that that client provides you, and also if that client’s a super-client and he wants to negotiate a deal, well he’ll negotiate and so he should.

“We work for the client, the client being the talent, and if he’s a superstar and might long-term be the next Garry Lyon from a media talent point of view, mate, I’m not going to lose him for a per cent.

When you’re successful, when you’ve got the runs on the board, and you can negotiate, (then) negotiate.

“I think the services we provide are far better than what we currently get paid for, that should be adjusted, but what we do, that’s our business and no one else’s.”

EDITION 55, july 2009

5

Player

Development

Traineeships Mark Porter

T

AFLPA holds

The national AFLPA Player Development team

Player Development Consultants Forum Claire Mitchell-Taverner

T

he annual AFL Players’ Association Consultants’ Forum in June provided a wonderful opportunity for the AFLPA’s Player Development team to get together with the wonderful team members who do such great work with AFL players and Past Players in the areas of Psychology and Career Development across the country.

Attended by the AFLPA’s ten consultants and the AFLPA’s six full time Player Development staff, the two day Forum provided great discussion which should continue to consolidate and improve the Players’ Association service provision into the future. It was also an opportunity for everybody to meet and welcome new team member Richard Kaa who is working with a number of Victorian clubs in Psychology Services, replacing the role of Emma Campbell who recently moved to Dubai.

The Career Development team enjoyed David Parkin’s contribution which addressed and discussed his experience

and observations around the link between player engagement off field and success on it, Open Universities presented their new tutoring model ‘Smarthinking’, and the AFLPA’s Indigenous Support Program Manager Cory McGrath and Robyn Blaikie from RMIT facilitated discussion regarding the best way forward to support our Indigenous players in this arena.

The Psychology Consultants enjoyed a session on ‘Sleep without medication’ run by Adelaide Psychology Consultant Matti Clements, also a ‘Psychodynamic Interpretation’ session and there was important discussion centred on APS Conference Planning.

It is important that the Consultants, who represent the Players’ Association brand across the country, are cognisant of the organisation’s direction and initiatives so CEO Brendon Gale discussed current issues including ‘Free Agency’, the Illicit Drugs Policy (IDP) and recent results and

the CBA. During the Forum Pippa Grange (GM Psychology Services) facilitated discussion around the new look Gambling presentation, Respect and Responsibility towards Women and the Responsible use of alcohol Initiatives that are being implemented at the clubs.

The Forum was great fun and received terrific feedback from the consultants. Not only did the outcomes consolidate the Player Development team’s direction for the future but it also highlighted the fact that the Player Development Program (PDP) team is really fortunate to be able to utilise the services of so many wonderful and talented people around Australia to support its programs.

With this network of experts the Players’ Association will continue to adapt in support of players making a smooth transition in, through and out of the AFL system, while being well placed to support our members to make the most of their amazing opportunities throughout.

here’s no shortage of pathways for AFL players to make the most of their opportunities off the field.

A Traineeship may be one form of professional development that has been overlooked by some players. This form of experience combines on the job training with accredited study in the relevant area. Furthermore, participants are paid for the work that is undertaken.

In the past AFL players have completed traineeships in Fitness and also Sport & Recreation at various fitness centres & schools. Traineeships in Youth Work and dealing with associated problems such as Drugs and Alcohol has also been popular with White Lion taking on a number of placements over the years. Participants have also been placed in the Finance and Horticultural Industries.

Currently two indigenous players are enrolled in traineeships where they have mentoring roles for indigenous students in secondary schools. While forming an important part of the schools’ support staff these trainees have also have the self satisfaction of having a positive impact on the students. Similar positive outcomes are being achieved by another player who is undertaking a traineeship at White Lion described in the previous paragraph.

Most importantly, those players involved have been obtaining qualifications and experience that will enhance their future employability, while giving them something other than football to focus on all week. This is a win for all involved.

The Typical Traineeship Structure; Part time (minimum 13 hours per week, including study commitments) On the day off from football training participants complete 5-8 hours in the workplace with the extra hours required made up on a spare morning or afternoon.

TAFE work on average requires 3 hours per week.

Paid employment on a per hour basis (Paid under the National Training Wage Award) Completion of a Nationally Recognised Qualification (eg Certificate III in Sport and Recreation) Registered on the Government data base Lynden Dunn has completed a Certificate IV in Youth Work

For more information on Traineeships, or any other career transition issues, contact Rayden Tallis at AFLSportsReady on 03 8663 3054 or rayden.tallis@aflsportsready.com.au or Mark Porter at the AFLPA on 03 9926 1344 or markporter@aflpa.com.au

EDITION 55, july 2009

7

OUR EN V I R ONM E N T

P l ay er Bu s i ne s s

E n erg y w ise w ith B ar n ab y F re n ch Jason Murnane

F

ormer Port Adelaide and Carlton big man Barnaby French took on plenty of large and seemingly insurmountable opponents in his days as an AFL ruckman.

But in the next stage of his life, French has taken on an even bigger challenge in working to help Australian business and industry adapt to the ever growing need to reduce energy consumption and greenhouse gas emissions.

As Sales Manager with Energywise, a company providing Australian businesses with environmental solutions that are financially attractive to businesses, French values and uses all he has learnt from his time in football.

The 133 AFL game veteran spoke to Inform about his life after football and his passion for the environment.

Tell us a little about the Energywise concept?

Energywise was created to deliver unique and proven energy saving solutions to Australian businesses. There are unprecedented incentives in the form of Government Grants and tax breaks for business to become less energy intensive. Energy costs are increasing rapidly and will accelerate in a carbon restricted economy when legislation is introduced in the form of a carbon tax. Energywise is a reliable, transparent and ethical company who delivers effective solutions to reduce businesses impact on the environment.

When did you first become interested in environmental issues?

I was lucky enough to see a fair bit of the world when I was young. I saw how much pollution hung over London and how much rubbish found its way onto beaches and streets of major cities and into the river systems in Europe, Africa and India.

Those are all great places with incredible cultures, but there is a clear negative impact the human race is stamping on a pretty fragile world.

The more I get into this field, the more intelligent and passionate people you come across that inspire you to believe that change is definitely achievable. The key is to create awareness and financial incentives so that people are encouraged to change their habits.

So what’s next, environment wise?

In December this year the United Nations Climate Change Conference will be held in Copenhagen.

There’s pressure on governments from private business and individuals to see a significant step forward in united goals to reduce carbon emissions.

Business is seeking a clear direction in policy, in what is seen as an inevitable step, so they have time to prepare for changes without excessive disruption. Climate change is now a mainstream issue, if you believe in it or not.

There is a good chance that the next Australian election could be decided with Climate Change Policy as the central issue.

Highlight of your playing career?

Being part of a really successful team in Port early in my career and playing with great players like Gavin Wanganeen, Josh Francou and Michael Wilson. Later with Carlton, playing in the blockbusters at the MCG and sharing the ground with the skinniest man in AFL – Mathew Lappin.

What did playing football teach you?

There are plenty of great qualities that you develop being part of the AFL system.

Things like persistence, ability to set goals, leadership and management of people and situations, public speaking, developing good networks and the willingness to push yourself into new and unfamiliar territory.

It’s a great way to learn. These all transfer well into the business world.

You are always put into new and challenging situations in footy and are judged on a week by week basis. It’s a good way to develop a thick skin when it is needed.

Jared Crouch & ‘Blood’ Brothers Parade Jason Murnane

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hink of Jared Crouch and you think of resilience. The 2005 Sydney Premiership player, who played a stunning 194 AFL games in a row from his 1998 debut, sits in fifth place of the all time list of consecutive AFL / VFL matches played.

But there’s more to Jared than simply being the answer to a sports quiz question.

Crouch has teamed up with his best friend, the New York based Dom Perignon Director Trent Fraser, to launch a new wine label, Brothers Parade, a venture that pays tribute to a lifetime of friendship and a shared passion for wine.

Inform spoke to Jared Crouch about his passion for wine.

How long have you had an interest in wine?

As a kid growing up I couldn’t see how alcohol could make me a better footballer and that was all I wanted to do. As I got older and more educated I learnt that having a glass of wine every now and again could be good for you. After the season was finished I was in Adelaide visiting family and friends and it was here with my best mate Trent who had been working in the industry since we left school that we shared my first bottle of wine, an aged bottle of Yalumba Signature.

Tell us a little about the Brothers Parade stable of wines?

We have a Shiraz and a Sav Blanc, both from the Adelaide Hills. The Shiraz is our second vintage after selling out of our first one. Our Sav Blanc won a bronze medal at the Adelaide hills wine show so we were very happy with that result in our first vintage.

It must be a dream come true to start up a business in something that you are passionate about with your best mate.

I have been incredibly lucky to live two dreams. Firstly to play AFL footy and then as an adult to start up a business with someone who has been your best mate sincethe age of eight.

Beyond being best mates, Trent Fraser has a pretty impressive industry background.

Tell us a little about Trent.

Trent has worked for the Penfolds / Fosters Group for over nine years, working in the US for the past five years in capacities including Oenology, marketing, sales and national key account management.

Trent moved to international luxury brands group LVMH last year and is currently Director of Dom Perignon running communication, strategy and sales initiatives for the brand.

Where can we find your wines?

Contact me directly at jared@brothersparade.com.au or in Sydney head to Oceans Bar in Coogee or the James Squires Brewhouse at King Street Wharf. In Adelaide head to The Bath, Grange, Hyde Park or Queens head Hotels or one or Parisi’s great restaurants.

In Melbourne we are also in the James Squires Brewhouse at Docklands but if anyone has a restaurant and would like a couple of great Adelaide Hills wines to add to their list don’t hesitate to contact me.

What have you learnt from playing AFL football that you’ve been able to carry over to the business world?

One of the most important is work ethic. The harder you work the better the opportunities you can create for yourself.

The wine industry is a very competitive industry like that of the AFL so you have to come up with lots of different game plans to get your wines noticed and get a couple of wins.

EDITION 55, july 2009

9

L ADDER L AUNCHES ITS

YOUTH HOMELESSNESS SERVICES MODEL IN MELBOURNE

Jason Murnane

The innovative Ladder youth homelessness initiative has posted a major milestone with the launch of the Hoddle Street, Collingwood site.

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he building was officially launched by Victorian Minister for Bolton expressed that the next stage for Ladder will be crucial, with Housing and Richmond state MP Richard Wynne, AFL Players’ Ladder undertaking the further recruiting and training of mentors, who are Association President Joel Bowden and Ladder Project General to be drawn from the large number AFL players and elite female athletes Manager Mark Bolton. to have already readily expressed an interest in getting more involved.

Wynne praised the spirit of co-operation between the State “Our next steps will be just as important. Our mentor training team of Government, the AFL Players’ Association and AFL Foundation as “unique”.

Darren Burton and Kris Massie are currently training up a number of AFL “The key to this is that we are intervening early and we are players and elite female athletes to take on the role of mentor to these intervening to provide stable accommodation long-term for people,” young people.”

Wynne said.

Bolton said that Ladder had a national vision with a similar facility Around three years in the making, the multi story Hoddle Street currently under renovation in Port Adelaide, South Australia set to be site will see the accommodation of 21 young people launched in approximately 12 months. in self-contained units, 12 of whom will be participating And with South Australian Ladder Project Officer in the Ladder program, which supports homeless youth Andrew Crowell working closely with South Australian More than ever, by providing a stable living environment, social and government, that national dream is coming closer to AFL players are emotional support, vocational training, health and fruition “Andrew is doing a power of work in working fitness, and pathways to independent living. with our South Australian partners the Department of connecting with Ladder General Manager Mark Bolton was both Families and Communities. We are excited about the communities proud and relieved to witness the realisation of three the project we are working on in Port Adelaide and years of hard work. have already enjoyed strong support from both South that so deeply “Ladder was created from the desire by AFL Australian based AFL clubs,” Bolton said. support them players to find a way to support disadvantaged young AFLPA President Joel Bowden said it was a proud people. I’m so pleased that thanks to the efforts of a and satisfying day for all AFL players. range of people and organisations, we’ve got Ladder “More than ever, AFL players are connecting with the to this stage.” communities that so deeply support them. Ladder Hoddle Street has been three “We worked closely with the Victorian Department of Human years in the making and has grown out of the commitment and passion of a Services to develop the original concept and with the launch of Ladder number of people, not the least Mark Bolton whose dedication to the cause Hoddle Street this is the first step in our plans for a national program.” has been outstanding.”

“Getting to this stage is credit to the spirit of collaboration we Ladder Hoddle Street participants will be drawn from the have enjoyed with a range of parties, not least the AFL Players’ Melbourne community through referrals assessed and supported by Association and the AFL Foundation. I’d also especially like to thank Melbourne Citymission.

Yarra Community Housing and Melbourne Citymission as partners The initiative is designed to support homeless youth through stable with Ladder in our first project.” accommodation, vocational training and health and fitness programs.

If you are interested in learning more about Ladder, contact Mark Bolton on (03) 9416 0064 or email mark.bolton@ladder.org.au or go to www.ladder.org.au

EDITION 55, july 2009

11

AFLPA U P D AT E

F rom trainee to em p loyee A F L PA’ s N atalie H olmes ma k es her mar k

PASTPLAYERS Mike Perry’s past player group tips

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o many people, putting off going to university isn’t seen as a terribly wise decision. However, for the AFLPA’s Natalie Holmes, the decision has been an incredibly rewarding one in many ways.

Natalie has just commenced full time employment with the AFLPA having completed a 12-month traineeship with the organisation.

In early March, Natalie graduated as an AFL SportsReady trainee along with 120 AFL SportsReady trainees from various sports related organisations. The event was held at the MCG with over 300 guests present to show their support.

In attendance was AFL SportsReady Field Consultant Frank Fitzgerald, who is arguably the most influential figure to date in helping Natatie shape her career in the sports industry.

“I can’t thank Frank enough for the support and guidance he has given me over the past few years”, said Natalie.

“Not only did he encourage me to delay heading to university straight after year 12, he found me a traineeship opportunity firstly with Athletics Victoria and then with the Player’s Association. His experience is amazing”, Natalie added.

When the AFLPA was searching for someone to look after their reception duties and assist various managers with key events, Natalie was the perfect choice for a trainee. Fitzgerald was again was the critical link.

So efficient during her traineeship, Natalie completed her Certificate IV in Business traineeship with the AFLPA through the AFL SportsReady program and was immediately offered a full time position.

Now enjoying full time employment, Natalie still plans to attend university to undertake her public relations course. With life and her career running along so smoothly, when exactly is anyone’s guess.

For further information visit www.aflsportsready.com.au

he AFLPA has set up a publically accessible Twitter space – www.twitter.com/AFLPAToday.

Twitter is simply a social networking tool which lets users send and read other users’ updates known as tweets. Tweets are text-based posts of up to 140 characters in length.

Messages are shown on the user’s Twitter profile page and delivered to other users who have subscribed to them. You can restrict delivery to your circle, or allow anybody to access them.

Twitter is a terrific way for the AFLPA to engage and communicate with football fans.

To get on board and follow our Tweets, go to www.twitter.com/AFLPAToday follow the prompts and you’re away.

1 2

Build a good relationship with club.

3 4

Good administrative support.

5

Meet regularly

Board with a cross section of expertise and demographics.

Spend some time to create a business plan

Meet regularly as communication is key.

Richmond Former Players and Officials Association Jason Murnane

Victorian MP Kirstie Marshall with Natalie Holmes

A F L P A no w on T

TOP 5

SO WHO IS ON TWITTER? Some notable ‘Twitterers’ include: Shaquille O’Neil www.twitter.com/the_real_shaq Puff Daddy www.twitter.com/iamdiddy Barack Obama www.twitter.com/BarackObama Lance Armstrong www.twitter.com/lancearmstrong Kevin Rudd www.twitter.com/KevinRuddPM

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s a footballer, Mike Perry has been described as a dashing centre half back who took on some of the greatest players to ever play the game.

Over his career, which was cruelly cut short due to injury in 1969 at just 25, Perry played on some of the footballs finest including St Kilda’s Darrell Baldock and Footscray’s Ted Whitten. But according to Perry, it was champion Essendon forward Ken Fletcher who was the hardest to play on.

A 1967 Richmond premiership player, Perry played 53 games with the Tigers over his five year career.

The President of the Richmond Former Players and Officials Association spoke to Inform about the important role of past player groups within AFL clubs.

“I first got passionate about getting assistance to players who needed it., and although we’ve had some resistance we’ve had a lot of support to push on. I really enjoy getting involved with assisting past players and giving them a kick along,” Perry said.

Perry and his compatriots on the AFLPA Past Player Member Advisory board are committed to helping past players by assisting and complementing the services provided by club past player groups.

One example of the Richmond groups’ commitment to providing a tangible and practical benefit to their former club, is a mentoring program which pairs current players with former Tigers.

“With the assistance of the club PDM and the club psychologist, we introduced

a mentor program around five years ago by matching up interests and personalities.

Placing country boys with past player country boy’s or by other common interests.

The mentoring is not necessarily football related, though some of the mentors can help the younger boys with their football.

This has been well received by the club and players, and shows that when you play for a club it’s important and appreciated that you contribute.”

Perry has enjoyed his long time mentor role to current Tiger champion Matthew Richardson.

“We chat from time to time and I offer any support. Football is such a confidence game, whether you are a champion or a first year player.”

Health Workshop

Dr Seward’s presentation on the “Journey to Good Health” highlighted the most common diseases men die from; heart disease, health risk factors, preventable diseases, early detection, exercise, and an “ideal” lifestyle for good health.

Surgeon Tim Whitehead’s presentation on Managing Knee Problems discussed common knee injuries and osteoarthritis related problems. He also discussed treatments from arthroscopy to knee replacements, concluding that whilst

medical treatments have advanced considerably it remains that elite athletes place large demands on their joints.

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By Kim Gregg

ith 66% of AFLPA past player members suffering injuries as a result of their football career, the AFLPA recently conducted a Health Workshop to assist in educating and informing past players about a range of health issues.

The first workshop was conducted on the 18th of June, presented by Dr Hugh Seward and Orthopaedic Surgeon Tim Whitehead (pictured).

EDITION 55, july 2009

13

PASTPLAYERS

AFLPA launches Missing past players’ campaign Jason Murnane

The AFL Players’ Association is well on the way to finding more past VFL and AFL players following the successful launch of a week long ‘Missing’ past player membership campaign.

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aunched by AFLPA past player member advisory board Chair Simon Madden on Thursday June 11, at the Brunswick Street Oval in Fitzroy, the Missing campaign aims to help reunite former players with their long lost benefits.

And with around 4,500 of the 6,000 living past players yet to join the AFLPA, the players’ representative body is resolved to make serious inroads into stemming that gap.

The launch was a day for reminiscing, with the combination of the historic venue and the campaigns use of iconic footy card images proving a strong spur to awaken the memories of those present.

378 game former Essendon champion Simon Madden applauded the initiative as a typically practical way for current players to demonstrate their commitment and sense of connection to those who came before them.

“The AFLPA is concerned with looking after players as they come into the system, whilst they are playing and with the past player membership initiative, helping players when they leave the system as well.”

A past President of the VFL Players’ Association, Madden was keen for as many former players as possible take up AFLPA membership.

And with around 66 per cent of past players suffering from football related injuries post career, with 50 per cent requiring surgery for those injuries, the health and wellbeing benefits provided under the membership category are incredibly relevant.

Madden was assisted in launching the Missing campaign by a number of former players representing different eras of our game, including Bob Skilton, Peter Daicos, Michael Roach, Ken Fraser, Mike Perry and James Clement.

Triple Brownlow Medallist Bob Skilton felt particularly nostalgic, with the AFL Legend recalling that he had not returned to Brunswick Street since the Round 12 clash against Fitzroy in 1966 where a typically dominant Skilton kicked 3 goals in the Swans 22 point win.

Skilton encouraged players from all eras to become AFLPA past player members to take advantage of the support mechanisms available.

“A lot of the guys are a little too proud to come forward and say, ‘Listen, I’m not doing so well’, or whatever the case may be,” Skilton said. “We want to get together and we want to know them and we want to help them if we can.”

Former Collingwood champion Peter Daicos also applauded the concept.

“It’s important to get the message out to past players that they are entitled to some assistance,” the 250 game veteran and 1990 premiership great said.

Launch attendees enjoyed pouring over the large Missing footy card poster positioned around the room, with the long forgotten names of featured former players suddenly returning to be top of mind.

AFLPA CEO Brendon Gale said he was proud of the recognition current players demonstrated towards former players and thought it right that the efforts of those of earlier years should be recognised by the current crop of players.

“Current players recognise the tremendous and meaningful contributions made by past VFL / AFL players to our game. The creation of the AFLPA past player membership category and the provision of a range of health and wellbeing benefits is the realisation of the commitment and respect current players have for those who came before them,” Gale said.

If you are a former VFL or AFL player, or know of one, please contact the AFL Players’ Association now on 03 9926 1344 or go to our campaign website – www.aflpa.com.au/missing for more information.

PAST PLAYER MEMBERSHIP – HOW DID WE GET HERE? Whilst the historic decision to change the rules of the AFL Players’ Association to clear the way for the introduction of a past player membership category was made by players in late 2006, current players commitment towards those who came before them was demonstrated on many occasions before then.

In 2005, the AFLPA announced that current AFL players would sacrifice a percentage of their payments to create a past player health fund. This fund, which saw $2 million raised over three years by current players was a unique development in Australian sport and was whole-heartedly supported by all players.

This was followed by the creation of the AFLPA past player membership category in October 2006, which gave former VFL or AFL players access to a range of health and wellbeing related benefits.

And then in August 2008, AFL players playing in the AFL Hall of Fame tribute match donated their match fees to three worthy causes, (including Ladder and Reclink), with $100,000 of these payments going towards the AFLPA Past Player Health Hardship Fund.

The benefits of Membership AFLPA past player members gain access to a range of health and wellbeing related benefits, this includes access to: • Medibank Private corporate health cover which sees the AFLPA cover the excess payment (to the value of $500) incurred during a hospital stay or procedure.

• The AFL Medical Officers’ Association Network to receive excellent Australia wide advice and treatment for football related injuries – all bulk billed.

• The AFLPA national network of psychology and career & education consultants.

• A range of insurances, finance and other investment advice • Geoff Pryor Grants for past players experiencing hardship. *Tax tip – If you have been a recipient of an excess subsidy/reimbursement through the HealthKICK program please bring this to the attention of your tax advisor to determine whether it should be declared as assessable income.

EDITION 55, july 2009

15

feature

The

figure

Cult figures in league football are as old as the game itself. The entertainers who are idolised by their own fans, and draw the collective ire of opposition supporters – often through envy – have added colour and flair to the most lifeless of games over the decades.

By Bruce Eva

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hile the game has never been faster or more skilled, such is the structured nature of it, the era of ‘Almost Anything Goes’ with liberal dollops of flamboyance is as outdated as the old suburban grounds dotted around Melbourne.

When the Inform hierarchy approached this writer about a piece on cult heroes of our great game, the list of candidates to focus on was as long as Subiaco.

The Big Dipper, Dermott, Slammin’ Sam Kekovich, The Whale, Jacko, Gazza, The Buzz, Cowboy . . . the names rolled off the tongue as the eyes misted up.

This is not about bemoaning a lack of character in the game as the second decade of the 21st Century approaches, for players who enjoy – or endure – cult-like status at their respective clubs are still prevalent, but certainly not as prolific as when the game was played in a less professional era.

Possibly due to their modus operandi, small forwards still engender such affection – the likes of Stephen Milne, Leon Davis and Eddie Betts spring to mind – while mid-sized forwards who make the freakish seem as easy as lacing up one’s boots, such as Steve Johnson, Alan Didak, Jason Akermanis, Mark LeCras and Jason Porplyzia, also qualify.

From the uniqueness and newness of Nick Naitanui to the eternal headline that is Brendan Fevola, characters abound in the game, but even with the saturation media coverage that the AFL now generates, one wonders whether they have the mystique or romance of those that have stepped before them.

We decided on a pair of Peters – Keenan and Daicos – as our focus in this article; ‘Crackers’ has cast his giant shadow over the game for almost 40 years, and was a cult hero at three clubs, while the intensity of the love affair between the Magpie Army and ‘Daics’ is something we may never see again.

Keenan’s following certainly didn’t diminish after his playing days ended in 1982 – his sharp wit and connection with the ‘man in the street’ shone through in starring roles on television, radio and in newspapers, at a time when coverage of league football was increasing rapidly.

His 213 games across 13 seasons and three clubs are spiced with some of the most hilarious incidents ever seen on a VFL/AFL field, with the wicked combination of raw energy, a short-fuse and unswerving loyalty to his teammates making his performances ooze with emotion.

“I used to get a bit frustrated out there,” he admitted. “Had a lot of white-line fever, and I used to play with my heart on my sleeve all the time, and if one of my players got hit I’d try and protect them, it was the way I played – I played with enthusiasm and a love of the game.”

His cult-like status grew as the scenes of him pawing the ground before a centre bounce, shaking his fist at his opposite number or dishing out retribution were shown over and over on highlight reels.

But what often gets lost in the ‘Crackers’ ‘brand’ is the fact he was a damned fine footballer – the 1970s were a golden era for ruckmen (they accounted for half of the Brownlow Medals in that decade) and he stood tall amongst the literal giants of the game.

“I used to run in a straight line, could kick it all right, was a pretty accurate kick up to about 40m, awkward style, but I knew my football and I used to try and put a lot of physical pressure on blokes,” he recalled. “If I thought there was a weakness in them I’d really exploit that, and I used to reckon I was as tough as most blokes out there, so I wasn’t worried about getting hurt. I always had good hands, and I used to pride myself on taking a lot of marks.”

Keenan actually got the nickname ‘Crackers’ in his school days at the imposing football nursery Assumption College in Kilmore, but through Melbourne, North Melbourne, Essendon and back to the Demons between 1970 and 1982 there was never any doubt it was going to stick.

“I got reported in my third league game, and I was involved in a few other fights and I did some stupid things, and it developed from there. And early in my third season, after (Essendon’s) Don McKenzie whacked me, (then coach) Ian Ridley said to me, ‘You’ve proved you can’t fight, get out there and show me you can play football’. I kicked three in the last quarter, we got up and won, and people had a lot of fun with me keeping on playing with a busted nose and blood streaming down my face.”

Hero to his own fans, the villain to the opposition, Keenan shrugs at being so polarising. “I used to like that people liked me, but people (also) hated me – I got a police escort out of three grounds in three different states, once at Collingwood, once against Norwood playing over in South Australia and once playing at York Park in Launceston,” he explained.

“And one day at Essendon, I don’t know who I fixed up, but there wasn’t a covered race, and I was walking off the ground at half-time and this old lady hit me over the head with an umbrella, one of those steel ones, and it bent . . . by shit it hurt.” It is amazing to think that in his final year of league football, and in his final game, the Ron Barassi-coached Melbourne side contained not one, but three largerthan-life characters: himself, Mark Jackson and Brent Crosswell.

Unlike ‘Jacko’, he is adamant that none of his antics were ever designed with a long-term plan in mind to ‘cash in’ on his image.

“I never really considered that,” he said. “I’ve always just been myself. I don’t know if I ever wanted to do anything in life apart from play football, coach football, talk about footy, muck out horse stables, train horses, do sportsmen’s nights, have a drink with people – it’s a pretty good life.

“I never really worked on it. I never really promoted myself, I couldn’t really be bothered doing that, I’ve just wanted to get through life and have a good time and not have an ulcer.”

But as one of the stars of North Melbourne’s epic five-match finals series that ended with the 1977 premiership in the replayed Grand Final against Collingwood, Keenan still carries a heavy weight for the way the Kangaroos flag defence unraveled 12 months later.

Famous for his running battles with Hawthorn captain Don Scott, one of the most replayed incidents in finals history shows Keenan strike the big Hawk in the second semi-final at Waverley – the resultant suspension forcing him out of the premiership decider a fortnight later.

“Sometimes you got a bit sick of your notoriety,” he acknowledged. “After I whacked Don Scott I had a lousy couple of weeks. I really let down my teammates, I lost their respect, because I was having a really good year and I lost their respect; that was pretty hard to live with.

“I actually considered giving up football – no one wanted to talk to me (for a while), even (Wayne) Schimmelbusch now, when we have a few red wines, he always brings it up and says, ‘You cost us a Grand Final, Crackers’.”

For all the entertainment Keenan provided, he relies purely on a razor-sharp memory to relive the glory days. “I’ve never kept a scrap book and there’s no photo up in the house of me playing football, but Craig Davis did a video on me for something up in New South Wales a few years ago and it was a good indication that I could actually get a kick and could actually play, because you get ‘hung’ in the Sensational ’70s (video) for whacking Don Scott and that’s all people think you did.

“I made a lot of friends out of footy, and it’s nice to be recognised, but as for taking life very seriously, I let Kevin Rudd do that.”

The phenomenon that was Daicos’ cult status was built on completely different foundations to Keenan’s. Given the size of the Collingwood fan base, it’s safe to assume no number was worn on more jumpers or duffel coats than the 35 in black and white stripes throughout the 1980s and early ’90s.

Club games record holder and 1990 premiership captain Tony Shaw was Daicos’ skipper for the last seven years of his glittering career that yielded 250 games and 549 goals, and states firmly he was never shocked by the level of reverence reserved for his mate.

“No, not surprised,” Shaw said. “He loved the adulation, and so he should of, because the way he played the game and some of the amazing things that he did, you just win over so many people, especially the young kids, who would then emulate ‘Daics’ and become Peter Daicos in the streets, in the parks, (kicking goals) between trees, anything they could find a way of kicking a goal.

“I’ve never seen him show any disrespect to people. Sometimes it can wear you down, especially when you’ve got other commitments, but I never saw him do that. I thought he handled it brilliantly, he was always good with kids, which are the main ones you’re trying to influence.”

Shaw said the players wouldn’t rib Daicos about his god-like standing within the Collingwood family, rather just try and test him at training to repeat the miraculous feats he made a habit of producing on match days.

“He’d drop a football from 20m into a rubbish bin, or kick it through one door and out the other door, or you’d be doing your warm-up laps and he’d do a banana kick from in front of the Social Club where you could see one inch between the goal posts, and that’s the only way we wound him up, probably just to see whether he could keep reaching those heights, and I reckon he could probably go out and still do it now.”

Shaw added that Daicos had enormous patience and embraced his ‘followers’ by giving as much back as he could to them.

“At Family Days you had a line-up of five with you, and you’d be signing for an hour, and Daics would be sitting there for two and a half hours, because they’d be lined up out in the street (for him),” Shaw laughed.

“Like I said, I never saw him not cope with it, and I’ve never seen a man excite people as much as him, (and) I’ve never seen a man excite his teammates as much as him in what he did sometimes. If we could of got him to train a bit harder he might have been a better player, but that’s the way it was – he was a superstar, and a bloke who you’d just go a 100 miles to watch.”

EDITION 55, july 2009

17

MEDIA

P L AY ER D E V E L O P M E N T

P L AY E R S I N T H E M E D I A U P D A T E

A FL PA Player re p resentatives meet w ith senior media re p resentatives Jason Murnane

The media’s relation with and depiction of AFL players was a key point of discussion at the AFLPA’s most recent Executive Committee meeting.

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he portrayal of players by the media is an issue of high importance to players. As a major stakeholder in our game, ‘football media’ plays a crucial and influential role in our game. With a competitive media hungry to be first to break the next ‘big’ story, differences between what players and the media feel is appropriate reporting are at times perhaps unavoidable.

Nevertheless, the AFL Players’ Association is committed to taking an active and influential role in this issue. And as part of this process, the AFLPA invited two key members of the media to attend the May meeting of the AFLPA Executive Committee, the Herald Sun’s Phil Gardiner (Editor in Chief) and Tom Salom (Head of Stakeholder Relations) to discuss this issue with player representatives.

Both Phil and Tom presented their perspective on the philosophy underpinning their editorial coverage in their particular newspaper of AFL players.

The meeting, also attended by AFLPA Executive Committee Members Joel Bowden,

Brett Burton, Luke Ball, Tom Harley, Robert Murphy and Nick Maxwell as well as AFLPA club representatives Brad Sewell, Daniel Jackson, Will Minson, Ben Rutten, Daniel Gilmore and Jude Bolton, provided an excellent forum for discussion.

Commenting upon this issue at this meeting, AFLPA CEO Brendon Gale said, “Media coverage of AFL football is extensive and all persuasive and some would say exhaustive.

Whilst much of the football journalism produced in this country is at a high standard, the quality and appropriateness of some other more recent reports have been questionable.”

For many players this tension has been growing over the recent past, with players arguing that some reporting of AFL players has crossed the line between fair and reasonable coverage into a field more focused on the private and salacious.

The AFLPA will continue to meet and engage with all media stakeholders to ensure the collective players’ voice is heard and understood on this crucial issue for players.

Following this meeting, all parties resolved to continue the open channels of communication with an invitation extended to AFLPA player representatives to attend one of the Herald Sun’s daily news meetings, to gain an insight into the papers decision making and work processes.

Leadership

Locker Nick Maxwell

Collingwood captain and AFLPA Executive Member

On the accomplishments of the AFLPA so far: Where do you start? Firstly, for the AFLPA to have recognition from industry powerbrokers is a big achievement but in saying that we still have a way to go. The retirement fund and securing payments for the use of player images have been huge achievements and in terms of outside of football what the PA offers to players in terms of education and self improvement is outstanding.

Player movement via free agency will be the next key issue, along with improving player perception through the media, but there is and will continue to be hundreds of issues and battles for the PA to act in the best interests of the collective playing group.

On what I want to achieve as an AFLPA Executive Member: I want to achieve whatever is important to the players. I feel as an industry we need to keep pushing for what is best for the players from their workplace conditions, to their image or their life after football.

On savouring my time in the game: I don’t think you should be savouring your time as such. Yes you want to enjoy it as it doesn’t last all that long, but you have to remember you’re here for one thing - to win premierships. You need to be doing everything you can to get the most out of yourself and your teammates which will lead to team (and individual) success, on and off the field.

On cars: My first car was a Mitsubishi Magna, which after that packed it in became a Mitsubishi Outlander. After a few years I traded that in and bought a Lexus RX 350 which I love and will hopefully keep for a long time now.

On general & social media: I am on Facebook to keep in touch with mates from home and those who have moved away. I think social media can be both positive and negative for players. Firstly, having people create fake Facebook pages of players without permission is very worrying. Players have to be extremely careful of who they become friends with and let into their inner circle.

Facebook allows the public to learn a lot about players and their personal lives and while most of these people are fine, some can be looking for trouble and/or looking to stitch up a player. An exciting aspect of Facebook is the opportunities it provides in relation to business. If a player starts a new business, they can inform hundreds of people about it with the click of a mouse which is good free advertising.

Players and the PA will be in a constant battle with the media. Hundreds of good deeds by players are undone by one mistake in the eyes of the media. I believe the media are pushing players away and if the relationship between the two isn’t improved, players will simply shut up shop and stop the interviews, stories and photos that help the drive paper sales.

EDITION 55, july 2009

19

MEDIBANK PRIVATE A PROUD SUPPORTER

ON AND OFF

THE FIELD Current players have a great corporate deal with access to Medibank Priority health cover through the AFLPA, but did you know that you can also cover your spouse or partner and children too at special corporate rates?

And the support does not stop there.

When current players retire and join the AFLPA they continue to be eligible for special corporate rates with Medibank Priority.

Call Medibank Priority on 131 680 for more information or to join today.

Medibank Private Limited ABN 47 080 890 259 is a registered health benefits organisation.

Medibank Priority is a trademark of Medibank Private.