2012 AFL Players Year in Review

A F L P L AY E R S ’ Y E A R I N R E V I E W 2 0 1 2

CONT ENTS05

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from the ceo

mvp awards

maddeN medaL

NeXt GoaLLadder

directors & deLeGates

1009

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iNductioN campseasoN LauNch

free aGeNcY

21racism – it stops with me

aLumNi

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It has been another historic year, highlighted by the introduction of the first-ever Free Agency period, a concept that was formalised in 2010 and has created 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.

This year the free agency period saw 12 players move clubs and although it is only in its infancy, it is a concept we strongly believe is good for players, clubs and importantly the game.

On field we witnessed one of the most even competitions in many years, and it was one of great excitement in the harbour city with the introduction of the GWS Giants who showed signs that they will be a force to be reckoned with in years to come, while their neighbours the Sydney Swans experienced the ultimate glory.

From an administrative side, the year has been about consolidation and focusing on the implementation of the many benefits that were achieved during last year’s CBA negotiations, to ensure that AFL remains the number one career choice for young athletes in this country.

Our Player Retirement Account (PRA) provided 123 recently-retired players with a total of over $7.2 million, while players in the retiring class of 2012 will be the first to reap the benefits of the new Player Retirement Account. The scheme was a hallmark of the new CBA, and will see improved benefits designed to allow payments over a longer period.

Former President Luke Power received the recognition he deserves, winning the 2012 Madden Medal for his contributions

from the presideNt – Luke BaLL

across on-field excellence, personal development and growth, as well as community spirit.

His professionalism both on and off field has earned him respect throughout the entire industry, but it is the humble manner in which he contributes to the community and also what he has done for this Association that I most admire.

Our premier event, the Most Valuable Player Awards, continues to grow in stature, as does Gary Ablett Jnr who confirmed his status as one of the greatest players of all time by winning a record fourth MVP. Jobe Watson must also be congratulated for his exceptional season, being voted best captain by the players, as well as winning the Brownlow Medal.

as the 14th President of the aFL Players’ association I am honoured to introduce the association’s 2012 Year in Review.

It’s been a big year for the players’ charity, Ladder, with over $150,000 contributed by players and a total of $300,000 from the AFL Industry. In 2012, Ladder commenced a new program in Geelong as we continue to tackle the issue of youth homelessness in Australia.

I would like to take this opportunity to thank the Board and delegates 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.

I would also like to thank Neil Hamilton and his Advisory Board for their ongoing contribution of time, expertise and passion towards improving the career and lives of all players.

BY Luke baLL

04 2012 AFL PLAyers’ Year In revIew

F R O M T He C e O

BY matt fiNNis

from the ceo – MaTT FINNIS

Our strategy was formed after extensive consultation with our stakeholders, and aims to position the ‘PA as a respected champion of players and the game for years to come.

Our roadmap focuses on building an empowered and engaging association for players that will allow our members to pursue successful lives and careers through footy.

In light of this, it is apt that we reflect on the achievements of 2012 through the lens of our new strategic plan, and in particular the six pillars which form its framework.

EngagementIn many respects, AFL players have never been as “connected” with fans as they are

For our association, 2012 was a year which combined implementation of the new CBa, with a renewed focus on the future at the commencement of our new five year strategic plan.

in the new digital age. Our members continue to embrace social media as their medium of choice to engage with fans. With over 500 current and past players currently active in this space it represents a vastly different player/fan relationship as we move forward and is a very exciting time.

To ensure players and fans can continue this relationship with a sense of security, we have been working with Twitter Australia to have our players’ accounts verified. This step ensures fans have the assurance that they are dealing with legitimate accounts whilst also protecting players from imitation. With over 500 million Twitter accounts globally, and only 40,000 verified, our players are amongst elite company.

Players were also very active in social media at the 30th anniversary of our premier event, the MVP Awards. Hundreds of players took to twitter to congratulate Gary Ablett Jnr on becoming the first player to win four MVP titles, while record numbers of players were in attendance at the event as this award continues to grow in stature as the preeminent peer based award in football.

Our Madden Medal also produced a popular winner, with former ‘PA president Luke Power recognised for over 12 years of contribution to the game, as well as combining personal development with a mountain of work within the community.

In 2012, players have also been more active than ever in contributing to their charity – Ladder. The player based initiative to tackle the issue of youth homelessness expanded to operate a program in our third football city – Geelong, following the success of our Melbourne and Port Adelaide based projects. Over the course of the year players

052012 AFL PLAyers’ Year In revIew

An empowered And engAging AssociAtion of plAyers successful cAreers And lives through footy

A respected chAmpion of Afl plAyers And the gAme

for plAyers. By plAyers.

engagement

respectful courAgeous united supportive

economic successAdvocacy & representation

personal development & wellbeingorganisational strength first class sporting

workplaces

AFL players own their Association and their

active involvement drives its capacity to engage

with the broader industry. The collective strength of players harnessed by the

Association is for the benefit of the profession, the game,

and the community.

AFL provides an unrivalled sporting career, with the

potential to deliver its players long-term financial security. The Association ensures the players’ role in the game’s

economic success is acknowledged, and that players are recognised financially for

their contribution.

We represent players individually and collectively

with strength in our knowledge, experience, industry analysis, and a

sense of fairness. Players represent and organise their peers in support of

one another to protect and promote their interests.

AFL players are supported by their Association to optimise their playing careers and lives by developing skills to

manage both the demands of the game and the

transition into meaningful post-football vocations.

We provide a voice of independent leadership in the industry, built on a financially secure and sustainable organisation.

The talent and dedication of our people will be utilised in the interests of former,

present and future players.

The Association ensures players work in an

environment that promotes sporting excellence and

long term personal growth and wellbeing for all.

strAtegic priorities

five yeAr outcomes

our shAred vAlues

our BrAnd

our vision

contributed $150,000 as a collective, in addition to countless hours of mentoring to provide young people with the opportunity to develop the life skills they need to transition back into independent living.

Advocacy & RepresentationAt the core of our work is the grass roots representation and advocacy which our club delegates provide for their peers on all manner of issues and programs. In 2012, we welcomed a number of new player representatives across the league and the number of players volunteering for these roles demonstrates the health of the Association at club level. Sydney Swans key defender Ted Richards was awarded the Delegate of the Year award at the annual Players’ Conference, ahead of stepping up to fill a casual vacancy on the Board of Directors following the retirement of Luke Power. That every member of our Board of Directors was once a Club Delegate is encouraging for the career path which these important roles play for emerging leaders in our game.

We also continued to ensure the highest quality of agents are available to our members through our Agent Accreditation program. Chris Dawes joined the Agent Accreditation Board to replace retiring player Cameron Bruce and quickly played an important role in the disciplinary hearings which emerged from the Adelaide Crows salary cap rules breach. After serving as a player agent representative on the Board for several years, Dan Richardson stepped aside to assume a management role with the Richmond Football Club – the ‘PA thanks both Cam and Dan for their contributions to this essential function of the Association.

Organisational StrengthInternally we are focused on creating a high performance culture which promotes excellence and strives to provide an environment which will allow our staff to thrive in their jobs.

Our Board have also undergone extensive professional development to ensure they are best equipped to lead our Association, and continue to work closely with the Advisory Board to

create the best foundation to assist our members. I’d like to thank our directors for their shared leadership throughout 2012, in particular Luke Ball and Matthew Pavlich who in their respective roles of President and Vice President have demonstrated their talents and professionalism are by no means limited to on-field performance.

Economic SuccessIn October 2012, Chris Knights became the first player to transfer clubs as a free agent, following the introduction of new player movement rules negotiated by the ‘PA in 2010.

As a player you don’t get to choose where you start your career, but for some players they now more genuinely have the capacity to choose where they end it. In designing a free agency model we were intent on improving the employment rights of players to give them more control over how they execute their professional careers, whilst at the same time balancing the interests of clubs to invest in, develop and retain players.

An average football career spans approximately seven years but in that short period spans a lifetime of workplace experiences – success, failures, setbacks, performance reviews, promotions – that for many of us are spread over a 40+ year working life. It’s not surprising then that changing employers within a similar profession will inevitably occur within this compressed period, if not for all players then certainly for some for a whole range of reasons.

During 2013, we have also implemented historic improvements to our Player Retirement Scheme which we expect will provide players with long term financial security years after they leave the game.

The ‘PA has teamed up with funds manager JANA and Equity Trustees to implement our new scheme which involves a transition from the previous defined benefit fund to a defined contribution plan whereby players will individually receive the benefit of the compound investment earnings on their annual retirement scheme contributions in building a post career nest egg for life after football. PRA Chairman Ray Wilson and ‘PA stalwarts John Hogan and Bernie Shinners deserve particular recognition for their efforts in

bringing the reforms to life following much analysis and planning.

Personal Development and WellbeingWe were very proud to launch a new comprehensive suite of wellbeing programs in 2012, born out of the results of the player mental health audit conducted in 2011. These evidence based programs are designed to help players develop a range of behaviours, habits and skills which promote mindfulness, resilience and broader wellbeing as well as to promote understanding of the critical link between off-field mental health and on-field football performance.

It is pleasing to see our Education and Training Grants being accessed by record numbers of players, however it is readily apparent that the number of degree subjects which players are managing to complete in a calendar year is reducing in correlation with the increasing demands of their football programs.

First Class Sporting WorkplacesOur definition of a first class sporting workplace is one where players go to work in a culture which promotes sporting excellence as well as their long term personal growth and wellbeing. The new CBA contains a number of initiatives aimed at achieving such workplaces, however it remains a fact that genuine buy-in to the philosophies which underpin the CBA provisions is yet to be reflected in practice across the industry.

An ongoing challenge for the ‘PA is how we support individual development when the football environment is increasingly focused on optimising sporting performance. It is the responsibility of all within the industry to ensure that our players are supported in their academic or vocational ventures, and to provide them with an environment that fosters both sporting high performance and long term personal development.

Thank-youFinally, I wish to acknowledge the significant contribution of our AFLPA Advisory Board led by Neil Hamilton who continue to provide support and mentorship to the players in the discharge of their governance duties. To the dedicated and talented staff of the ‘PA, thank-you for your ongoing efforts to champion the interests of our members and our game.


F R O M T He C e O


DIReCTORS aND DeLegaTeS

2012 afL players’ association – office bearers

Adelaide: Ben Rutten

Adelaide: Chris Knights

Brisbane: Brent Staker

Brisbane: Amon Buchanan

Carlton: Brock McLean

Carlton: Lachie Henderson

Collingwood: Chris Dawes

Collingwood: Alan Toovey

Essendon: Henry Slattery

Fremantle: David Mundy

Fremantle: Matt de Boer

Geelong: Jimmy Bartel

Geelong: Simon Hogan

Gold Coast: Campbell Brown

Gold Coast: Maverick Weller

Greater Western Sydney: Jonathan Giles

Greater Western Sydney: Phil Davis

Hawthorn: Tom Murphy

Hawthorn: Xavier Ellis

Melbourne: Lynden Dunn

Melbourne: Jake Spencer

North Melbourne: Andrew Swallow

North Melbourne: Jamie MacMillan

Port Adelaide: Jay Schulz

Port Adelaide: Matt Thomas

Richmond: Tyrone Vickery

Richmond: Ivan Maric

St Kilda: Leigh Montagna

St Kilda: Ben McEvoy

Sydney: Jude Bolton

Sydney: Ted Richards

West Coast: Will Schofield

West Coast: Scott Selwood

Western Bulldogs: Will Minson

Western Bulldogs: Shaun Higgins

board

Luke baLLCollingwoodPresident

matthew pavLichFremantleVice President

Luke powerGreater Western Sydney

brad seweLLHawthorn

drew petrieNorth Melbourne

daNieL JacksoNRichmond

JasoN bLakeSt Kilda

adam seLwoodWest Coast

robert murphYWestern Bulldogs

simoN maddeNPast Player

matt fiNNisAFLPA CEO

deLeGates

08 2012 AFL PLAYERS’ YeaR IN RevIew

In 2012, the association was led by an outstanding group of Directors and Delegates.

SeaSO N Lau NC H

BY drew petrie

opeNiNG bouNce

09

In early March the aFL Players’ held the third annual Season Launch, designed to provide an informal event for both players and the media to gather prior to the season and strengthen the relationship between the two parties.

Having been in the AFL industry for over ten years I have been fortunate to build a lot of strong relationships. I’ve shared the highs and lows with my teammates and had some fierce battles with opponents however I think most players would agree that at the end of the day we all share a unique relationship which is heavily based on respect.

And our relationship with the media should be no different. We operate in a fast paced, highly pressured environment and just as players are accountable to coaches, journalists have to deliver for their editors.

During my time at the Kangaroos I’ve dealt with quite a lot of media, and it can be quite nerve-racking at times. However there are some journalists who have the ability to put you at ease. Over the years there has been a number of journalists who I respect and have faith that they won’t

twist my words and in return I will always answer the phone if they need help with a story.

And this is an example of why we created the AFL Players’ Season Launch in 2010. It provides an opportunity for everyone to meet in an informal environment, prior to the season, and chat about footy without cameras or microphones and strengthen those working relationships.

The 2012 Launch however was a more sombre affair, with news less than 24 hours earlier of the passing of Jim Stynes. Although I didn’t know Jim well it’s difficult to discuss respect in a football context without admiring what he did not only on the field but more broadly within the community.

His ability to overcome adversity was well documented but his legacy through the Reach Foundation is inspiring as a player and provides a clear example that we can always do more.

AFL Players’ CEO Matt Finnis paid tribute to this as he welcomed the 80 guests in attendance, before introducing Luke Ball as the new President of the Association following the AGM which had been held earlier in the night.

As Luke addressed the crowd, filled with players and key members of the AFL media, it was clear that the Association was in safe hands. Having worked with both Luke Ball and his predecessor Luke Power over the past few years I cannot speak highly enough of their leadership and with Matthew Pavlich announced as the Vice President it shows the calibre of individuals leading the 800 players and the future is bright.

When I was drafted to the Bulldogs I felt like every dream had come true.

I had only played my first game of local footy four years earlier, but since getting my chance with the Oakleigh Chargers I had dedicated my life to footy and was ready for the big time.

However, what I learnt very quickly at the AFL Players’ Induction Camp is that getting drafted is just the beginning. I still remember the advice from one of the past player presenters – “you have to wish for the best, but prepare for the worst because your football career won’t last forever.”

This is a pretty daunting message when you haven’t even played a game, but looking back it is definitely the type of education you need as a young player as it is important to develop good habits from the start.

Leading up to the camp I had been pretty nervous as it was obviously a big change to my life. I didn’t really know what to expect from the camp and being surrounded by 125 of the best young players in the country seemed pretty intimidating at the time.

As we entered the room at Etihad Stadium I remember seeing several past players scattered throughout the room and the relaxed and welcoming atmosphere made me feel much more at ease.

Sessions throughout the day were run by Paul Licuria, Brent Staker, Ian Prendergast, Marcus Drum, Andrew Swallow, Daniel Pratt, Jamie MacMillan and Xavier Clarke.

It definitely makes a big difference having past and present players presenting the sessions because it gives you confidence knowing that they have been in your position before and know what it’s like.

And I like the fact they didn’t pull any punches in their messaging and the one thing they kept drilling into us was that football is only one chapter of your life, you need to have a passion outside of football.

Throughout my first year I heard this message time and time again and former player Marcus Drum’s presentation certainly showed how your career does not always go the way you had planned.

His career had started very promisingly, winning the best up and coming player award in his first year at the Dockers, however due to devastating injuries he only played 22 games over the next five years.

His story was not only about the physical challenges but also the mental challenges you will constantly face as an AFL footballer and the importance of learning how to cope with these early in your career.

As a young player entering the AFL system I naturally focused on getting my body physically fit and skills to the level they need to be so I could be ready for the rigours of AFL football, but what I’ve learnt over my first year is how much emphasis and importance is placed on mental wellbeing and how crucial it is to be performing at my peak.

Bulldogs’ draftee Lin Jong reflects on the 2012 aFL Players’ Induction Camp.

beginning the journey

BY L iN JoNG

“ IT’S uP TO uS TO Make THe RIgHT DeCISIONS, BuT THe aSSOCIaTION wILL Be THeRe wITH uS BOTH DuRINg aND aFTeR OuR CaReeRS.”


Andrew Swallow’s presentation also focused on the importance of a balanced lifestyle. Having completed a Bachelor of Business, he encouraged us to take advantage of the opportunities we have through the Players’ Association. Whether it be utilising the education and training grants to pursue a university qualification, or gaining some financial advice through former players Brad Wira and Mark Porter, it’s great to know that as members of the Association we have access to experts across such a broad range of fields.

That was one of the major things I took away from the event. It’s up to us to make the right decisions, but the Association will be there with us both during and after our careers and provide support in whatever area we want to move in.

IND u CT I O N CaM P

pLaYer eNGaGemeNt sessioNs:Career Engagement – Andrew Swallow

Taking responsibility to tap into the many resources around you and develop skills and interests outside of football.

Control Your Destiny – Paul Licuria/Daniel Pratt

How being proactive and self-sufficient can have a positive impact on your career.

Your Association – Ian Prendergast

Understanding that the Players’ Association was created “For Players, By Players”.

My First Year in the AFL – Jamie MacMIllan

What you might expect in your first year – the good, the bad and the ugly!

Setbacks – Marcus Drum/Brent Staker

A support network exists through clubs and the PA who can assist with setbacks, relocation, and ensuring players maintain a football/life balance.

Media – Friend or Foe? – Anthony Hudson & Adam White

The media will find you interesting just because you are on an AFL list – you can use it to your advantage.

Share Your Journey – Xavier Clarke

Xavier’s story about relocation, injury setbacks and ultimate retirement and the importance of making the most of your opportunities.

Get on Board – AFL Players’

A session on the membership benefits and how to access these services.

Anti-doping – ASADA

Illicit Drugs & Gambling – Peter Harcourt & Tristan Salter

Respect and Responsibility – Sue Clark


In May last year I was fortunate to travel to the United States on a fact finding and professional development tour.

I attended a Sports Lawyers Association conference in San Diego and met with the Players’ Associations of the Major League Baseball (MLB), National Basketball Association (NBA) and the National Football League (NFL).

As a code there is plenty we can learn from these billion dollar sports. They have enviable wealth, power and prominence across the globe.

Strong players’ associations have been crucial to the growth and progression of these sports.

The ability of these player unions to achieve solidarity and organise their

members has delivered enormous benefits to players.

For evidence of their unity and fierce direction you only have to look as far back as 2011 when the NFL Players’ Association withstood a lock-out by team owners over the negotiation of its collective bargaining agreement, or to the start of this year when, similarly, the National Hockey League Players’ Association sacrificed a large chunk of the competitive season in their negotiations.

The strength of these associations is in their ability to engage and communicate effectively with their members. There is a long history of players “standing up” for what they believe in, both individually and collectively, to protect and further the

BY iaN preNderGast

Learning from the bestgeneral Manager of Player Relations, Ian Prendergast, travelled to the united States to meet with the Players’ associations of the biggest sports in the world.


publicised. You might have seen the ESPN Documentary: Broke, which gave further prominence to the following statistics first revealed by Sports Illustrated.

By the time they have been retired for two years, 78 per cent of former NFL players have gone bankrupt or are under financial stress because of joblessness or divorce.

Within five years of retirement, an estimated 60 per cent of former NBA players are broke.

Obviously the US players’ associations have made arresting this trend a priority and they were very enthusiastic to learn more about the programs and services we deliver.

The AFL Players’ Association offers a suite of support services and benefits to players while they are in the game and following retirement. Some of these include wellbeing

support, financial advice and education, multicultural programs, a players’ annuity scheme, injury payments, professional development and education opportunities.

We are world leaders in this area.Through trips like this one we aim to stay

ahead of the game and continue to lead the way. You can rest assured that we are doing everything in our power to continue to improve the rights and support available to the players in this great game.

After all, it is the players who the fans pay their money to see every week.

rights of players. This is largely driven by a perceived duty to create a legacy for all those who follow them into the game.

As a players’ group we should take great inspiration from the actions of these fellow associations. But we should also gain satisfaction and take confidence from the unity of our members during the negotiation of our most recent collective bargaining agreement.

There is no doubt the AFL and US sports operate in vastly different markets. Size, the fluidity of player movement and revenue share are the most obvious. The power and discipline of these associations over many years has rewarded the players with an equal share of revenue generated by the game. The MLB, NHL, NBA and NFL players all receive about 50 per cent of their sport’s revenue; in the AFL the players receive about 25 per cent.

There is much we can learn here. The introduction of Free Agency was inspired by systems agreed between the US sporting player unions and owners. We will continue to push for the players’ revenue share to fairly reflect the contribution they make to the game, whilst being mindful of the unique AFL environment, and monitor equalisation closely, including the restraints on players, to ensure they are reasonable, and effectively achieving the objective of competitive balance across the competition.

However what generated the most satisfaction out of all the discussions I had with the players’ associations was not what we can learn but what they can learn from us.

They were extremely impressed by the player development and wellbeing services we offer our players and when looking into comparable programs they run, it is obvious we are an extremely progressive association in these areas.

The plight of US sportsmen and women upon leaving the game has been well

PROFeSSIONaL Dev e LO P M e NT

“ THe aFL PLaYeRS’ aSSOCIaTION OFFeRS a SuITe OF SuPPORT SeRvICeS aND BeNeFITS TO PLaYeRS wHILe THeY aRe IN THe gaMe aND FOLLOwINg ReTIReMeNT.”

Former Geelong captain and NFL punter Ben Graham believes the AFL Players’ Association is well equipped to represent the AFL players through any challenges they may face.

Graham draws upon his experience in the NFL across three different teams and the 2011 lock-out to reinforce the importance of a united players’ union.

“It’s huge. I have been blessed through the experience in the NFL and throughout the lock-out to see the importance of having representation for the players to make sure the bargaining is healthy,” Graham said.

“The game wouldn’t be where it is today without the NFL Players’ Association. And while the Players’ Association here is a lot younger, it is as powerful as it needs to be to represent these players.”

Graham likened the role of the players in any industrial dispute as “shepherds of the game” whose actions now will impact the game hereafter.

He praised the AFL Players’ Association for how far it has progressed over the years and the professionalism and services provided to the players.

“You are very lucky that the Players’ Association has come so far and you are very well looked after.”


BY tYsoN GoLdsack

During the month of September, the AFL Players’ Association ran a competition inviting fans to submit a photo via Twitter, Facebook or Instagram representing a nominated football theme of the day.

Using the hashtag #AFLPAPhotoaday fans and players alike got involved by posting photos representing themes such as ‘favourite player’, ‘boots’, ‘celebrating’, ‘courageous’, ‘community’ and ‘members’.

The ‘favourite player’ theme generated the most interaction amongst fans. Naturally I selected my teammate Scott Pendlebury as my favourite player (see photo montage) and naturally Dale Thomas chose himself.

It was a great idea and brought to social media what September represents in this town. The themes highlighted what makes the month of September so special and put the focus on the nuts and bolts of what makes this game so unique.

The competition generated thousands of photos, reached more than 200 thousand accounts and achieved over one million page impressions.

There were five prizes awarded at the end of the month which included two signed lithographs and three Sherrin footballs.

A Facebook Hall of Fame was also created, featuring photos from the competition, and providing users on Twitter and Instagram with a daily incentive to visit Facebook and see whether their photos were featured.

pLaYers Get the tick of approvaL

AFL players took a giant stride

in the digital world when they gained official Twitter accreditation in November last year.

The AFL Players’ Association successfully worked with Twitter Australia to brand the existing 425 twitter accounts of current players and 72 past players with the prestigious blue tick.

Traditionally Twitter verification is not easily attainable; as there are more than 500 million Twitter accounts worldwide and approximately 40,000 accounts with the blue tick. This places AFL players in elite company.

Eagle Nic Naitanui has almost 30,000 followers to his Twitter account @realnaitanui and he believed the blue tick was only “Hollywood stars”.

“It does make you feel a bit special but also a bit safer and it is better for our supporters because they now know it is the real account,” Naitanui said.

“Some other sports people haven’t got there accounts verified so we are pretty lucky.”

The blue tick provides security for AFL players from fraudulent accounts and gives fans confidence they are conversing with the real deal.

“The boys were pretty excited to get it. Half the boys got the tick and half didn’t and they were straight on the phone to the PA because they didn’t want to be left out,” he said.

Jobe Watson was the first AFL player to step into the Twittersphere on January 7, 2009. Two years later there were 121 AFL players on Twitter and now there are more than 500 current and more than 100 past AFL players using this digital medium.

Naitanui said Twitter has become an important tool for players to express themselves and interact with fans.

“It’s social networking. It’s about telling the fans what you do or giving some information about the club as well. It’s a great way to interact from both a club and a personal perspective.”

fiNaLs fever Goes viraLThere is one day in September which stops the nation, however this year there was a month that connected the online community via social media and their love for football.


S O C I a L M e D I a

BY breNt staker

a deeper coNNectioNwhen I was a young footy fan growing up in Broken Hill NSw, if I’d had the opportunity to send a message to one of my favourite aFL players and then get a personal reply, it would have blown my mind.

That’s the power of Twitter. In the purest sense it allows you to connect with anyone. As AFL footballers we are in a privileged position and throughout Australia we are role models to thousands of young kids.

It provides us with a unique ability to engage with fans and develop our own personal brand away from the footy club. It allows people to get to know us off the field and gives us the opportunity to show people there is more to us than what they see on the field.

Twitter also presents a great opportunity for players to voice their opinions on issues within the game. Obviously you still need to be careful about what you say; you can do a lot of damage in 140 characters. But used effectively it provides a platform for us to get a message out in the way we want it to be heard.

A lot of the chat on Twitter, whether it be between teammates, friends or people I have

never even met is not even about football. It might be about who should be picked for the next Ashes tour or a new TV show or the latest news. There is an unlimited audience for discussion and no matter what the topic, there will be a hashtag.

I am a big sports fan and I love seeing what other athletes are doing around the world. A lot of the boys love to follow the US sports and Twitter certainly brings us closer to the inner sanctum of the NBA or NFL. It brings this country a little closer to the rest of the world. We are fans too.

Certainly there are some negatives associated with Twitter, but if everyone is polite and respectful, and you think before you tweet, then you should be ok.

Another issue is with people creating fake accounts, but thanks to the AFL Players’ Association and Twitter Australia we are now lucky enough to be armed with the blue tick of authentication. This has been a crucial step and gives people confidence they are connecting with legitimate accounts.

My own enjoyment and a need to be connected is why I use Twitter, it is not a calculated thing to promote any of my associations or to see how many followers I can generate. But by simply tweeting regularly and engaging other people the output is effortless and the benefits many.


BY raYdeN taLLis

In March, AFL SportsReady and the AFL Players’ Association once again showcased the successes of their partnership at the 2012 Next Goal Breakfast.

Established in 2002, the Next Goal Program originated with a focus on providing players with an opportunity to prepare for life after football by facilitating experiences to further develop skills and build networks in their chosen career path.

Since then, the Next Goal Program has expanded and now encompasses a suite of offerings including the Football Induction Program, preparing players for life in the AFL, Next Goal Apprenticeships for players looking to enter into a traditional trade, the Next Goal Coaching Pathway, an opportunity for select players to develop their own coaching style as well as its traditional focus of providing employment experience to players through Next Goal Work and Industry Placements.

The annual breakfast showcased a number of the Next Goal experiences including that of Carl Peterson (former player,

continues to achieve great results

Over 350 guests gathered for the 2012 Next goal Breakfast to celebrate the extensive suite of career and personal development programs available to aFL players, which are designed to aid their transition both into and out of the game. Former Hawthorn Player and SportsReady National Manager – aFL Programs, Rayden Tallis, provides his recollections of the event.

2012 AFL PLAYERS’ YeaR IN RevIew16

NeXT gOa L

Richmond FC and Hawthorn FC) and Leigh Brown (AFL Premiership player, Assistant Coach Melbourne FC).

Carl is currently undertaking a Next Goal Apprenticeship placement in Carpentry. Carl spoke about his personal experiences and also times of uncertainty where he had no direction in his career post football. Through his persistence he engaged in the Next Goal Apprenticeship, which he is enjoying and is

now looking forward to further developing his skills to one day build a house for his family, happy that he now has an exit strategy after the game.

Leigh Brown is quite familiar with the opportunities offered to him through the Next Goal Programs. Having to face a ‘kick in the guts’ with his first delistment in 2008, Leigh realised that he needed to have something else to focus on and applied

for a Work & Industry Placement with AFL Victoria, identifying his passion for coaching early on. Leigh gained some valuable work experience over the year and continued to work hard at his passion, returning to the Next Goal Program to take part in the Coaching Pathway. Now, as Assistant Coach for Melbourne FC, Leigh is focused on continuing to grow his experiences within the programs to further his post player career.


BY brett JohNsoN

While player feedback regarding our Player Development programs is always welcome at the Players’ Association; this year a targeted insight program was conducted with players undertaking both the Football Apprenticeship and Next Goal programs to help with our service delivery.

Initially responses were sought from 93 first year players (representing all 18 clubs) regarding their understanding of ‘in-club’ learning, and what would appeal in an educational program designed for professional footballers.

The top priorities selected by players when considering a learning program were:• Recognition: that it leads to a formal

qualification • Relevance: that the content is specifically

tailored for AFL footballers• Delivery: input from qualified instructors

and past players who better understand the context

• Players’ Association involvement: that it’s endorsed by or delivered in conjunction with the AFL Players’ Association

them reporting they weren’t clear on whether a qualification would be awarded.

Given formal recognition of the programs is the highest ranked priority by players; we absolutely insist that our program delivers this. But more importantly, we endeavor to ensure a learning pathway is in place. Our programs ensure players can build upon their qualification in future years, and receive recognition of prior learning on the basis of what they cover here.

The Football Apprenticeship exposes first year players to a variety of industry relevant topics including first aid, media

general Manager of Player Development Brett Johnson discusses one of the most recent insight programs completed by the association in 2012.

“ OuR PROgRaMS eNSuRe PLaYeRS CaN BuILD uPON THeIR quaLIFICaTION IN FuTuRe YeaRS.”

AN IN SIGHT

GAIN

ING

We believe the Football Apprenticeship ticks all these boxes and we are proud of the level of uptake and the positive feedback we have received from the players on our programs.

In 2012, 13 of the 18 clubs elected to run the Footy Apprenticeship for their first year players; with more than 95 percent of those players clearly understanding they had gained a formal qualification by doing so.

Players representing the other five clubs were mostly unsure whether their first year learning would contribute to a formal qualification or not, with over 80 percent of


training, conducting a football clinic, wellbeing, nutrition, financial planning, time management and personal image.

We gauged player confidence across certain topics before and after completion of the program and there were significant increases in confidence reported by players across several areas including preparing for a media interview, preparing a sponsorship proposal, developing a personal budget, running a footy clinic, and setting appropriate career goals.

Upon completion the players also reported increases in wellbeing areas such as basic stress management and identifying their support networks. This component of the Football Apprenticeship is open to all players in the program, as well as all players at all clubs.

Those first year players at clubs who didn’t complete the Footy Apprenticeship

the program and feedback highlighted the personal and professional benefits of being involved.

Importantly, the aim of Next Goal is not necessarily to transition players into their chosen post-football career, but to expose them to different environments and help them explore what else they might like doing.

It’s hard for most players to see it at the time, but there is more to life than football. If you have a great career and you retire at 30 you still have 30 years of your working life ahead of you. Therefore you want to make every effort to ensure your post football career is rewarding and sustainable.

I would advise players to have a good balance with their lives off the football field and ensure they are always thinking of tomorrow.

Things can end very quickly and you need options in place to counter this.

were invited to select from a list of topics they would like to learn more about. Stress and resilience skills (bouncing back) led the wish list, along with financial management, basic media training, and nutrition.

With balance and holistic development being high on the agenda at the Players’ Association we were also keen to explore player perceptions regarding the Next Goal program. In 2013, 23 players took part in

PLaYeR D ev e LO P M e NT

“ weLLBeINg IS a CORe OFFeRINg OF THe PLaYeRS’ aSSOCIaTION aND wHILe SOMe CONTeNT IS BuILT INTO THe aPPReNTICeSHIP, IT’S OPeNLY avaILaBLe TO aLL.”


BY adam Goodes

racism – it stops with meNot so long ago, footy’s philosophy was to win at all costs – anything was acceptable.

3

Steven MotlopGeeLoNG

Steven MayGoLd coast

Shaun edwardsGws

Mathew StokesGeeLoNG

Liam JoneswesterN

buLLdoGs

Sharrod wellinghamwest coast

Murray Newmanwest coast

Chris YarrancarLtoN

Stephen HillfremaNtLe

Brandon MateraGoLd coast

Jonathon griffinfremaNtLe

Nathan wilsonGws

Michael waltersfremaNtLe

Jeffrey garlettcarLtoN

andrew krakouercoLLiNGwood

gerald ugleGws

Lance FranklinhawthorN

Lewis JettasYdNeY

Jamie Bennellwest coast

Neville JettameLbourNe

Patrick RyderesseNdoN

Harley BennellGoLd coast

Leroy JettaesseNdoN

Joshua Hillwest coast

Bradley HillhawthorN

Brendon ah Cheeport adeLaide

Lance FranklinhawthorN

Michael JohnsonfremaNtLe

Brad Dickwest coast

ashley McgrathbrisbaNe

Daniel wellsNorth meLbourNe

eddie BettscarLtoN

Patrick RyderesseNdoN

Murray Newmanwest coast

Joshua SimpsonfremaNtLe

Jack MartinGoLd coast

The defence was that if it put your opponent off and helped you win, it was ok. However when it came to racism it was a poor argument to defend actions that have no place on our field or in our society.

Thankfully within the AFL this notion could not be further from the truth and through years of education, social leadership, player acts of courage like those of Nicky Winmar and Michael Long, as well as guidance from the AFL and AFL Players’ Association, we can now safely say this kind of behaviour is largely a thing of the past.

This is not to say it will never occur, but the tolerance level of players, fans and the industry ensures that when it does, there are clear punishments in place as well as clear messages that it is unacceptable and has no place in our game.

We are looking to drive the same type of message and zero tolerance of this behaviour in broader society, and the Racism – It Stops with Me campaign is an example of this. The campaign focuses on education and targets people of all ages, but in particular young people, and helps

them understand the damaging impact racism can have and why we must stand up as individuals and say something when we witness it.

I became involved with this campaign because it is something I am very passionate about. I think anyone who is part of a minority group wants to put a stop to racism, but more broadly because I believe it’s important for young kids to realise that whether it’s someone yelling from the sidelines at a local game or saying something in the school yard it’s important they have the courage to stand up and say that’s not acceptable.

If the education in schools hits the mark and the message is reinforced at home by the parents, then this is how we start to change community views and the next generation.

In 2012, the AFL Players’ Association released the Indigenous Map which detailed the language group of all current Indigenous players.

Adam Goodes says it was important not only for Indigenous players, but a great educational tool for the broader community.

“Anyone can look at the map and learn something straight away,” said Goodes.


INDIgeNOuS aND Mu LT I C u LT u R aL

Ngarrindjeri

AndyamathanhaBarranbinya

Gunditjmara

Yidinjdi

Kija

Kokatha

Kurnai

Nawu

Warluwarra

Warlpiri

Warramungu

Wemba Wemba

Wirangu

Guugu Yimidhirr

Yorta Yorta

Arrernte

Yamatji

WangkathaaAmangu

Balardung

Wajuk

Pinjarup

Noongar

Anangu Pitjantjatjara Yankunytjatjara

Bardi

Karajarri

Tiwi

WarrayLarrakia

Woolna

Kaantju

Kaurna

Narangga

Jingili

Wiradjuri

Yawuru

Cameron ellis-YolmenadeLaide

alwyn DaveyesseNdoN

Shaun BurgoynehawthorN

graham JohncockadeLaide

aaron DaveymeLbourNe

Terry Milerast kiLda

Danyle PearcefremaNtLe

Lindsay ThomasNorth meLbourNe

Derick wanganeenhawthorN

Danyle PearcefremaNtLe

graham JohncockadeLaide

Derick wanganeenhawthorN

Travis varcoeGeeLoNG

Tony armstrongsYdNeY

amos FrankhawthorN

Courtenay DempseyesseNdoN

Peter YagmoorcoLLiNGwood

Jarrod HarbrowGoLd coast

Courtenay DempseyesseNdoN

Jed andersonhawthorN

Cyril Rioli

hawthorN

allen Christensen

GeeLoNG

Joshua Hillwest coast

Shaun Burgoyne

hawthorN

Liam PatrickGoLd coast

Curtly HamptonGws

Joel HamlingGeeLoNG

andrew walkercarLtoN

Richard Tambling

adeLaide

Nathan Lovett-MurrayesseNdoN

Chad wingardport adeLaide

Curtly HamptonGws

Liam PatrickGoLd coast

Shane edwardsrichmoNd

adam goodessYdNeY

Jared PetrenkoadeLaide

Nathan Lovett-MurrayesseNdoN

NB: Player images may appear twice as players have provided information for multiple language and/or cultural groups. Refer to aFL Players’ website to view the Interactive Indigenous Players’ Map – www.aflplayers.com.au

DISCLaIMeR : This map indicates only the general location of larger groupings of people, which may include smaller groups such as clans, dialects or individual languages in a group. Boundaries are not intended to be exact. For more detailed information about the groups of people in a particular region contact the relevant land council. Not suitable for use in native title and other land claims.

Names and regions as used in the encyclopedia of aboriginal australia (D. Horton, general editor) published in 1994 by the australian Institute of aboriginal and Torres Strait Islander Studies (aboriginal Studies Press) gPO Box 553 Canberra, act 2601.

visit www.aflplayers.com.au to view the map.

koby StevenswesterN

buLLdoGs

Brett goodeswesterN

buLLdoGs

Dominic BarrymeLbourNe

Jake Neadeport adeLaide

Zac williamsGws

Timmy SumnerGoLd coast

Bradley HartmanGeeLoNG


BY JasoN bLake


FI Na NC e

New benefit delivers for allJB: When do players get their money?JH: Players are paid a percentage of their fund 12 months after leaving the game and then after another five years they are fed the money over a period of 5-20 years (depending on number of years in the game). In this system players are rewarded for time in the game.JB: I am entering my 11th AFL season and if I battle on until the end of the 2014 season, what sort of benefit am I looking at?JH: While I don’t want to give away your financial details, I can reassure you that you’ll be well looked after for your contribution to the game.JB: But why do we have to wait 12 months for the initial payment and then five years for the balance?JH: I knew this one was coming. The initial 12 month period is to ensure when a player is delisted or retires they have actually left the AFL system. Given it is quite common for players to play second tier football and then return to the

AFL system we wanted to remove that complication. But it also allows players to take a breath and solidify their plan for life after football before they are exposed to a significant cash injection.

It is also a safety net against financial mismanagement and to ensure coverage of unforeseeable medical expenses players may face later in their lives.JB: Not all players have to wait 20 years to get their full benefit do they?JH: No, the structure of the system is such that it endeavours to cater for the individual needs of the players as

best we can and as I said before it rewards service.

Players with 1-4 years of service are paid the balance of their account in full 12 months after leaving the game; they don’t have to wait the five years to access the money. This is consistent with the purpose of the scheme to assist them with their transition into the next stage of the life.JB: And what about rookies?JH: Rookies will be included for the first time.JB: Is this the same as super?JH: No it’s not, you will still receive a 9% super contribution from your clubs. JB: So what are the major advantages of the “New Benefit”? Why is the PRA so important?JH: There are a number of advancements on the old benefit, the first and the most obvious is the fact that this system, all things being equal, will deliver greater overall benefit to the players. Specifically this is due to the designated growth period and the potential to earn compound interest in a tax free environment.

Under the new scheme we have also negotiated a private tax ruling with the ATO to recognise these payments as Employment Termination Payments (ETP), which is tax advantageous.

The purpose of this scheme is to help players transition into the next phase of their life and assist to ensure long term financial viability. Rolling the payments out over long term will help to ensure players aren’t victims of financial mismanagement and can afford medical expenses they may incur later in life because of the nature of this sport. JB: Is there any type of retirement benefit similar to this in the world?JH: It is based on similar schemes established in major US Sports including the NFL, however it’s the first within Australian sport and will be a great legacy for future generations of AFL players.

“ THe STRuCTuRe OF THe SYSTeM IS SuCH THaT IT eNDeavOuRS TO CaTeR FOR THe INDIvIDuaL NeeDS OF THe PLaYeRS.”

Our Player Retirement Scheme is already the best in Australian sport, but through these advancements players will be provided with greater security and potential for growth.

The first round of payments under the new scheme will be provided at the end of 2013.

St.Kilda’s Jason Blake caught up with AFL Players’ Association General Manager – Finance and Administration, John Hogan, to discuss the new benefit.Jason Blake: Thanks for joining me John John Hogan: No worries Jason. JB: Well John, we are here to talk about the Player Retirement Scheme. What are the major changes?JH: Well Jason, prior to 2012 players were paid a defined benefit, which was a flat rate for each year the player was in the AFL system. It was paid-out in a lump sum upon retirement and taxed accordingly.

It didn’t matter whether the player was a first year player or veteran, they were paid at the same rate.

The way we have set it up now, instead of getting the full amount upon retirement dependent on how many years they were in the game and then taxed accordingly, players will be credited each year with the amount corresponding to their year of service. That money sits in the players account with the potential to earn compounding interest.

as part of the negotiations with the aFL over the most recent Collective Bargaining agreement (CBa) some significant changes were made to the existing Player Retirement account (PRa) to maximise the financial benefits available to players upon retirement and into life after football.


to launch a player driven campaign to raise money for Ladder. This recognition and support is vital to us, meaning that we can continue to grow awareness and support of our work, so that we can put hope and inspiration back into the lives of more homeless young people across Australia.

The Ladder program delivered over 1,300 hours of development, training and experiential learning opportunities in 2012, equipping young people with the skills they need to move on to sustainable independence. Mentoring from athletes across the country gave a further 300 hours of valuable support.

With a new pilot program underway in Geelong, we are beginning to truly realise our vision to operate in every region that hosts an AFL team by 2020.

We congratulate the AFL Players’ Association for supporting players past and present to take the lead in tackling youth homelessness. Our valuable community work simply could not happen without your support. We look forward to another productive year working together for the good of our community.

BY mark boLtoN

Led by past and present players, the collective effort across the country continues to support us in our mission to help vulnerable young people break the cycle of homelessness. By investing money, time and skills in Ladder’s programs, players directly help young people to build long-term, independent futures by improving life skills, increasing their health and wellbeing and connecting them within their communities.

In Australia tonight, 105,000 people are homeless and almost half of them are under the age of 25. Many of us can’t imagine what that feels like, but we can do something about it. Youth homelessness is the issue that players have chosen to focus on, because we are confident that we can make a lasting difference in the lives of young people across the country. I’m proud to report that the passion that led to the creation of Ladder still exists today. In the past year, current and retired players were directly involved as volunteers, ambassadors and mentors.

This is a crucial part of our program, meaning that young people have someone they can rely on for guidance, support and encouragement during their journey to independence. Sadly, for many of them this is a first time experience.

It has been humbling to witness the commitment from players gain momentum as

their combined efforts have grown. Not many people know, but every time a player steps on the field, he donates part of his match payment to Ladder. This amounts to around $150,000 annually, which is matched by the AFL, resulting in an impressive contribution of over $300,000 from the AFL industry.

Other successes have included being named as the Official Charity of the 2012 Finals Season, and a recent partnership with febfast and the AFL Players’ Association

what pLaYers

did

CONTRIBuTeD $25 FROM eveRY SeNIOR MaTCH PLaYeD

COLLeCTIveLY RaISeD OveR $150,000 FOR THe aFL PLaYeRS’ CHaRITY – LaDDeR

RaISeD aLMOST ONe THIRD OF LaDDeR’S TOTaL INCOMe

pLaYers moNeY heLped

eveRY DOLLaR DONaTeD BY THe PLaYeRS’ waS MaTCHeD BY THe aFL = equaLLINg $300,000 IN TOTaL

$25

$150,000

1/3

$300,000

recruit 11 New meNtors TO LaDDeR, INCLuDINg CuRReNT aFL PLaYeRS

assist 17 YouNG peopLe, FROM LaDDeR HODDLe ST MeLBOuRNe, MOve ON TO LIve INDePeNDeNTLY IN THe COMMuNITY

assist 23 YouNG peopLe, FROM LaDDeR ST vINCeNT STReeT PORT aDeLaIDe, MOve ON TO LIve INDePeNDeNTLY IN THe COMMuNITY

provide aLmost 2647 hours of support TO YOuNg PeOPLe THROugH LaDDeR’S PROgRaMS

provide 1312 hours of support TO OuR PaRTNeRS TO DeLIveR aDDITIONaL SeRvICeS TO YOuNg PeOPLe IN OuR PROgRaMS

deLiver over 100 hours of direct meNtor support TO YOuNg PeOPLe IN THe COMMuNITY

11

17

23

2647

1312

360

>

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reaching new heightsSince kicking off in 2007 with an aspiration to harness the aFL industry to tackle youth homelessness, Ladder has gone from strength to strength.


LaD D e R

BY Jobe watsoN

Youth Homelessness was something that I never really thought about, until I learned that the number of homeless people in australia is more than the capacity of the MCg – worse still, nearly half of them are under 25. Needless to say, I was shocked. I had no hesitation in joining Mark Bolton and the team as a Ladder ambassador to take the lead in tackling this devastating problem.

We’ve been really impressed with the growing support from the AFL community, but the most important thing for Ladder is increased funds to do more to help these young people.

That’s why Ladder has created an easy way that everyone can help raise funds without putting a hand in their own pocket.

Homepage for the Homeless is a specialist webpage that links some of the biggest online shopping sites including iTunes, Expedia and Amazon. All we’re asking is for people to make it their homepage and the next time they click through the keyhole to their favourite online shopping site, up to 15 per cent of anything bought will be donated back to Ladder– with no added cost! Aside from feeling great that I’m doing good without any additional effort or money, it’s really convenient to have all of my favourite online stores in one place. At first I thought there must be a catch, but now I use it every time I shop.

I’m genuinely surprised that it can be this easy to support Ladder to give young people a chance to follow their dreams, free from the cycle of homelessness.

Help us continue our great work at Ladder, make Homepage for the Homeless your home page and use it every time you shop online.

homepaGe for the homeLess

“ HeLP uS CONTINue OuR gReaT wORk aT LaDDeR, Make HOMePage FOR THe HOMeLeSS YOuR HOMe Page.”


BY campbeLL browN

COMMuNITY

Over the past year, gold Coast Suns’ Campbell Brown has been working as an ambassador for national youth mental health foundation, headspace. He discusses his motivations, involvement and plan for the future.

the right headspace


As a player there’s nothing worse than being injured, however what has put the last year in perspective has been the role I began as an ambassador for headspace last January.

The tragic passing of a close mate was what first led me to headspace as I wanted to help raise awareness and mentor young people about depression and mental illness. However what I have experienced over the past year has definitely been one of the most fulfilling times of my career.

headspace was established by the Commonwealth Government in 2006 and works with young people aged 12-25, offering health advice, counseling and

education on leading a healthier lifestyle. There are several AFL players involved including Bob Murphy, Dan Jackson and Nick Duigan who works as a psychologist.

I think now more than ever there’s a lot of pressure being a young kid in society, especially with things like online bullying, so to be able to provide support to some of these young kids is incredibly important.

My involvement last year was around a seven-week program, focused on helping the young people understand the importance of setting realistic goals, getting involved in exercise and basically making healthy lifestyle choices.

Whether it be taking the kids and their parents to the footy or running the odd ball drill or even taking them rock climbing, it’s about providing them with education as well as support and helping them get things back on track.

It’s just great to watch them form friendships amongst themselves. They might be kids that don’t have a lot of friends at school but you can see them as their

confidence grows and realise how lucky you are to be a part of this.

The experience has also helped me be more in tune with the issues facing the younger guys at our club. There is no doubt that the AFL life is a blessed one, we are well paid and play the sport we love. But it is also highly competitive, so players are less likely to speak up when they are struggling as they don’t want to appear to be complaining, but we are trying to break this stigma and let guys know it’s okay to talk about how you feel and you need to look out for each other.

And this is also the message we will look to take into the lower grade football

clubs this year as my role changes slightly and starts focusing on delivering sessions about the importance of looking after your mates.

My mate was the last guy you’d expect to be suffering from depression, as he was popular, funny and friendly. So I tell the kids just to be aware of what’s going on with your friends and that it’s okay to tell someone if something’s not right, just don’t suffer in silence.

We will be visiting footy clubs throughout Queensland running these sessions and hopefully the message can start to filter through because there is still such a stigma attached to anxiety and depression, especially in young males.

I’m very passionate about getting this work underway and the last year with Headspace has been as fulfilling for me as it has for the kids. I love going there every week and having some fun with them and I would encourage any player with a passion for this to get involved as it certainly puts life as a footballer in perspective.

The review process and the changes that have been made reflect the increase in complexity of the workplace players operate within, and the greater reliance players place upon player agents to help them flourish in this industry.

It is not easy to become an accredited player agent. Applicants must have relevant experience, achieve a 75 per cent result on an exam to be accepted and must commit to professional development in order to maintain and progress their skills.

Last year only 50 per cent of applicants were successful.

Through this stringent admission process, agents attend compulsory continued professional development, the Annual Agents Conference, state forums as well as having ongoing correspondence whether that be written or verbal, the board seeks to ensure that agents acting on behalf are highly skilled and conduct themselves with professionalism.

The changes that have been made to the code of conduct have been enacted with the purpose of ensuring these standards

aCCReDI T e D age NTS

BY Liam pickeriNG

continue to be met and to arrest some trends that have arisen with the changing nature of the industry.

This review is timely given the much publicised salary cap breach by an accredited agent. For the second time in two years the board was called upon to investigate an incident and hand down a penalty.

Given the parties involved (club, player and agent) this case provided a working example for the separation of powers that exists within the regulatory bodies of the game.

As the governing body for player agents we are in the best position to hand down sanctions to agents who infringe the Code of Conduct as we have a strong focus on both the interests of the players and the interests of the game.

Obviously there were a number of factors at play here and we were heavily invested in protecting the rights of one of our players who was the subject of an AFL investigation.

But this is not discounting the commitment of the Players’ Association and the Agents Accreditation Board to continually invest in developing our agents and in 2013 we will continue to work with them to help deliver the most professional service possible to the players.

The changes made by the board were circulated to all player agents and took effect on January 1, 2013.

uphoLdiNG the staNdardIn 2012 the aFL Players’ association in conjunction with the agents accreditation Board conducted a thorough review of the regulations governing accredited player agents and the accompanying code of conduct. agents accreditation Board member Liam Pickering discusses the new changes.

some of the NotabLe chaNGes to the reGuLatioNs GoverNiNG accredited aGeNts iNcLude:Accredited agents are now required to ensure that their associates abide by the Code of Conduct, as if the Code of Conduct also applied to them.

Accredited agents are now prohibited from betting on matches, disclosing inside information or inducing players to underperform.

Accredited Agents are now prohibited from receiving commissions or incentives from clubs.

Another requirement is that accredited agents who receive and hold money on behalf of a player must open a trust account and maintain a comprehensive record system of receipts and payments. Accredited agents will be required to pay a player any money received on his behalf within 30 days of receipt.

Additionally, a further requirement is that Accredited Agents are to disclose any commissions received for referring players to third parties prior to giving the referral. Accredited agents will be required to provide the player (and the Players’ Association) an annual itemised statement setting out all commissions so received.

The Code of Conduct also now prohibits accredited agents from approaching young players (pre-listed) prior to, during or immediately after games or training sessions, or approaching or communicating with players via social media.

“ THe ageNTS aCTINg ON BeHaLF OF PLaYeRS aRe HIgHLY SkILLeD.”


BY david swaLLow

most vaLuabLe pLaYer – the top fivewiNNers

robert rose most couraGeous pLaYer award

best first Year pLaYer

best captaiN

educatioN aNd traiNiNG award

educatioN aNd traiNiNG award

788 vOTeS

602 vOTeS

495 vOTeS

377 vOTeS

187 vOTeS

323 vOTeS

180 vOTeS

141 vOTeS

201 vOTeS

97 vOTeS

77 vOTeS

86 vOTeS

256 vOTeS

gaRY aBLeTT JNR

JOBe waTSON

TReNT COTCHIN

DaYNe BeaMS

JOeL SeLwOOD/Beau waTeRS

JeReMY CaMeRON

JOBe waTSON

aLaN TOOveY

eMMa quaYLe

LeNNY HaYeS

DaYNe ZORkO

JOeL SeLwOOD

aHMeD SaaD

MaTTHew PavLICH

PaTRICk DaNgeRFIeLD/ JOSH P keNNeDY


M v P awaR D S

On the 30th Anniversary of the AFL Players’ Association Most Valuable Player Award (MVP), Gary Ablett Jnr stood alone as the only player to win the Leigh Matthews Trophy on four occasions.

Ablett won the trophy in three consecutive seasons from 2007 to 2009 while playing for the Geelong Football Club.

The Players’ Association MVP Awards remains the only peer-voted accolades in the industry, recognising versatility, the ability to play under pressure, skill, leadership, courage, respect for all players and – most importantly – overall value to a team.

The 2008 Brownlow medallist enjoyed an outstanding season despite Gold Coast winning only three games. Ablett averaged 33 disposals a game and amassed 389 kicks (first in the AFL), 61 marks, 287 handballs and kicked 26 goals.

Ablett personally accepted the award at the MVP evening held at the Peninsula on Docklands and described it as “an honour” but didn’t believe it was any better in light of the fact that he was the first player in ten years to win the trophy playing for a team not in the finals.

Leigh Matthews disagreed; indicating this year may have been Ablett’s most accomplished.

“He was an amazing champion in a champion team where it was easier to play well. Now he’s a champion player in a struggling team and he’s also become a great leader,” Matthews said.

Ablett polled 788 votes to finish ahead of Jobe Watson (602 votes) Trent Cotchin (495 votes), Dayne Beams (377) and Josh Kennedy and Patrick Dangerfield who tied for fifth (256).


Gary Ablett is a freak. There is no doubt about it. I recall a game at Metricon Stadium against Adelaide in Round 1 this year where he gathered the ball from a stoppage outside 50 on the boundary line, balanced and then kicked it across his body for a goal I thought was impossible. Then he did it again at the other end of the ground. The first time I thought ‘Yeah that’s Gary for you’, the second time I realised this guy is on another level.

He is fast, skilful, can run all day and he is incredibly strong. He is probably the

best contested player I have ever seen. You know if you kick the ball to him

one-on-one or even one-on-two sometimes, he is probably going to come out and win it.

While some would argue he is born to play the game, having watched him at close quarters I know his audacious skill and ability to do the extraordinary is the result of pure hard work.

It might look like he is cruising around the training track, wearing runners and a hat, but he is the ultimate professional and leaves no stone unturned in his preparation for games. Our young group has a clear understanding of what it takes to make it at this level by watching him at work.

This is his fourth Leigh Matthews Trophy, a record, and it sits alongside his two premiership medallions and a Brownlow Medal but it is arguably his greatest achievement to date.

There was a lot of talk about whether Gaz could have the same impact upon moving up to the Gold Coast. In a young side without an experienced midfield around him he wouldn’t be the same player they said. The reality is he has improved, not only through his ability to impact the game but also his teammates.

His leadership is improving every day and his ability to direct and organise him teammates on the ground has complimented the example he sets off it. As an experienced player amongst a team of young men, he provides a calming influence. He loves a joke before a game and it helps everyone relax.

Two of his closest mates at the club are Harley Bennell and Zac Smith and his influence over them has been profound and their rapid rise over the past two seasons has been testament to his guidance… or his willingness to share the ball with them!

Gary is one of those guys who despite knowing so much about him there is still an element of mystery. A lot of the mystery lies in whether he can get even better. I say he can. He has that ability to rise above every challenge he is faced with minimum fuss. His name might be etched on the Leigh Matthews Trophy a fifth time before his playing days are over.

– By David Swallow

“ He IS FaST, SkILFuL, CaN RuN aLL DaY aND He IS INCReDIBLY STRONg. He IS PROBaBLY THe BeST CONTeSTeD PLaYeR I Have eveR SeeN.”

a favourite sun – Gary ablett Jnr wins a record breaking fourth Leigh matthews trophy

BY tom murphY

I loved Hawthorn, I probably always will. They were the club who gave me my start in the AFL and I am forever grateful. But after eight years as a Hawthorn player I knew there would be limited opportunities for me in the future.

The best AFL clubs have depth. That is one of the reasons why Hawthorn made the Grand Final in 2012, but one of the hardest things for a player is to be a part of that depth.

Speaking to my manager after the 2012 Grand Final he informed me I was likely to get another contract at the Hawks, but there was also an offer from the Gold Coast Suns on the table. Thanks to Free Agency I was at Gold Coast Suns less than two weeks after the siren sounded on the 2012 season.

As an unrestricted free agent I was able to move from Hawthorn to the Gold Coast with minimum fuss.

Over the years we have heard of players who want to move to a certain club but due to the complexity of trade week and the uncertainty of the drafts they have been unable to get to their desired destination and ended up staying put or going to their second or third choice of club.

Life as a free aGeNtIn 2012, Tom Murphy made the move from Hawthorn to the gold Coast as an unrestricted free agent. He discusses why he believes Free agency is not only good for players and clubs but also good for the game.

We have also seen deals get held up in trade week until the ‘big fish’ have been caught. I am so grateful that I didn’t have to contend with the stress of those two scenarios and I was able to transition without any complication. The certainty of the offer from the Gold Coast made my decision so much easier.

I think the reason the AFL Players’ Association fought so hard for Free Agency was for players like me. I knew that I wasn’t going to have 17 other clubs contacting my manager, it was only going to be one or two, so to be able to make that happen and not have to wait on other deals or be a part of a package was great.

It makes sense that if you are at a club and you can foresee limited opportunities then you should be able to move on. I only played six games in 2012 and given the limited life span of an AFL career it is really important to me to make the most of my time in the game.

From Hawthorn’s perspective they can only play 22 players each week and they were extremely supportive of my position.


I spoke to Alastair Clarkson and Football Manager Mark Evans and they were thrilled for me. We had a clear understanding of our positions and the reality that this game is a business becomes clearer by

the day. While Clinton Young and I moved on via Free Agency, they were able to acquire an All-Australian defender in Brian Lake.

Some might argue Free Agency will increase the gulf between the top and bottom clubs but through Free Agency the fringe players who make lists strong have the ability to move should the opportunity present. This means clubs still need to

FR e e age NCY

inject resources into developing their young players, of which the lower clubs generally have more.

I see the introduction of Free Agency as a success and while it may undergo some tweaking before it is perfect for all parties, from a player’s point of view the ability to change clubs with greater freedom, which promotes career longevity, and the ability to get the most out of an AFL career is only a good thing for the game.

“ I See THe INTRODuCTION OF FRee ageNCY aS a SuCCeSS, aND THe aBILITY TO geT THe MOST OuT OF aN aFL CaReeR IS ONLY a gOOD THINg FOR THe gaMe.”


BY ted richards

The 2011 conference was memorable given the most recent Collective Bargaining Agreement (CBA) was ratified by the players at this time and the realisation that all the things we had fought for throughout the past year had been achieved brought great satisfaction. It highlighted what can be achieved when we’re all working together.

But this year was no less topical. The agenda was consumed by topics such as the Illicit Drugs Policy, the structure of the players’ day off, the maintenance of the four hours of allocated professional development, proposed rule changes and how we can keep investing in the Players’ Association’s official charity – Ladder.

As AFL footballers we operate in an extremely complex and dynamic industry with a number of key stakeholders who are all striving to impact the direction of the game. This conference is crucial for the players to have their say and communicate the things that are most important to us so we can provide our unique position on the key issues.

The Illicit Drugs Policy remains something that does require the ongoing attention from the players. Along with Laws of the Game changes, it was probably one of the topics that created the most discussion. The opinions within the room were often varied, the debate sometimes heated but the passion in the room was a constant, as was everyone’s desire to continue to improve the workplace we operate in and support the wellbeing of peers who require it.

Since I came into the game in 2001 I believe we have grown as a players’ group and as an Association. The past

an increasingly important day on the aFL calendar is the annual aFL Players’ association Directors and Delegates Conference. It’s an opportunity for the club delegates, the aFL Players’ board and the aFL Players’ association staff to get together and thrash out the major issues impacting on the players within the aFL industry.

speaking out; stepping up

12 months, the unity and strength through the negotiation of the CBA especially, has been an indicator of our progression.

For us to maintain our strength and unity we need the ongoing support and buy-in from the players. As a young player, early on in my career I was naive about the great work the Players’ Association did for us. Now we are incredibly lucky to have the opportunities provided by the Players’ Association, such as education grants or wellbeing

services, so make sure you are aware of the services available to you and make the most of them while you can.

I urge all players, from first year players to veterans, to speak to your club delegates regularly if you are interested or concerned about an issue. Furthermore, if you’re passionate and want a greater involvement consider putting your hand up for a role as a club delegate. It is a great Association to be involved with, to learn about all aspects and stakeholders of the game, and a place to work with players across the league for what we believe in.

As a player delegate and new board member I am passionate about protecting all the work that has gone before us to create the conditions we have now. I am equally as passionate about ensuring future AFL footballers have the best working conditions possible and that Australian Rules Football remains the dominant sport in this country.

“ THIS CONFeReNCe IS CRuCIaL FOR THe PLaYeRS TO Have THeIR SaY aND COMMuNICaTe THe THINgS THaT aRe MOST IMPORTaNT TO uS.”


DIReCTORS’ & DeLegaTeS C O NFe R e NC e


BY tom rockcLiff

History will say Luke Power didn’t become a giant until he left the Brisbane Lions at the end of 2011, but in my eyes and throughout the aFL community he was a giant of the game well before then.


The Madden Medal is awarded to a retiring AFL player who demonstrates on-field excellence, personal development and growth as well as community spirit over the course of their playing days.

I cannot think of anyone more deserving.Despite winning three AFL premierships,

an All-Australian jumper and leading two clubs in 302 AFL games, Power’s greatest legacy is the positive impact he had on everyone he met along his AFL journey.

Luke is a gentleman of the game and one of the nicest people you will ever meet. You always knew if you were in trouble or having a down day you could go and speak to him and he would be more than happy to listen and help you in any way.

He was particularly supportive of me during the time we spent as teammates. He was the first to call and welcome me to the club when I was drafted and he understood exactly what it was like to move from Victoria to Brisbane.

I will never forget an act of support he provided to me early in my career when

MaD D e N M e DaL

a local reporter wrote an article criticising me. Luke rang straight away to let me know I had his support and then rang the reporter to tell him exactly what he thought about the article.

It was massive for me to know he backed me in.

He cares for everyone, you always have his support and he isn’t afraid to stand up for what he believes in.

Luke was instrumental in providing a voice for the players and serving as an AFL Players’ Association club delegate and board member and was the president in 2011.

His caring nature extends beyond his own family and colleagues. With minimal fuss he worked with local children’s charities, including the Starlight Foundation, and it was no surprise that in 2011 he was awarded the Variety Heart of Football award for his outstanding work with children in the community.

There was one young fella who he used to bring to games and even carried through the banner in one of his milestone games. It was a huge thrill for the young fan, who was

ill at the time, and demonstrated to us how frequently he put others before himself.

With three words I describe him as caring, selfless and competitive. His persona and social conscience off the field defies how ruthless he was on the training track and in games. He set the standard. When I first got to Brisbane I aimed to reach his level with how hard he trained, the extras he completed and his preparation for games.

I don’t think there has been another player like him in the history of the Brisbane Lions Football Club. He has done it all and he probably doesn’t get the credit he deserves. Had he played in a traditional football state he would have a statue erected in his honour.

His selfless approach to the way he played and the way he helped others along the way is a credit to him and I am sure if we had more Luke Powers the game would be even better.

“ POweR’S gReaTeST LegaCY IS THe POSITIve IMPaCT He HaD OveR eveRYONe He MeT aLONg HIS aFL JOuRNeY.”


PLaYeR ReTIReMeNT

• BradMiller (Melbourne 133, Richmond 24)

• KelvinMoore (Richmond 87)

• BradGreen(Melbourne 254)

• LindsayGilbee (Western Bulldogs 206)

• RyanHargrave (Western Bulldogs 203)

• MarkMcVeigh(Essendon 232)

• JamesMcDonald(Melbourne 251, Greater Western Sydney 13)

• ChrisTarrant (Collingwood 196, Fremantle 72)

• CameronBruce (Melbourne 224, Hawthorn 10 games)

• AntoniGrover (Fremantle 202)

• JoshFraser (Collingwood 200, Gold Coast 18)

• AmonBuchanan (Sydney 116, Brisbane 18)

• MatthewScarlett(Geelong 284)

• ChanceBateman (Hawthorn 177)

• NathanDjerrkkura (Geelong 4, Western Bulldogs 21)

• LukePower (Brisbane 282, GWS 20)

• DavidWojcinski (Geelong 203)

• MichaelDoughty(Adelaide 231)

• SimonHogan (Geelong 22)

2012 retired players


aLu M NI

BY steve aLessio

Some of the highlights from this year included another great spectacle at the E.J Whitten game, with over 70 past players from all eras taking the field, as well as recording record assistance for past players through the Geoff Pryor fund and another great Madden Medal function.

The Alumni program is designed to provide a range of benefits and support services that assist and enable AFL players to make a successful transition into the next phase of their lives and provide opportunities for support and career development should they require it throughout their lives.

The program aims to provide a lifelong support network which recognises past players’ contribution to the game.

Alumni is already providing great opportunities through our services under four pillars; Health and Wellbeing, Financial Prosperity, Continuing Education and Fellowship. In 2012 we have provided even more opportunities, some of these include:

Health and WellbeingIn addition to subsidised medical appointments and the availability of grants through the Geoff Pryor Hardship Fund we are committed to expanding those services with particular reference to men’s health.

We are seeking a partnership with men’s health group – Foundation 49 who are committed to improving the health of men by raising health awareness and encouraging regular health checks. I believe

this is an excellent partnership for the Alumni Program given the demographic of our membership.

Financial ProsperityThe most recent Collective Bargaining Agreement includes a world leading Player Retirement Scheme which will hopefully secure players’ financial futures and ensure a smooth transition into life after football.

Alumni members also have access to the Alumni Program’s financial advisors – former players and Alumni Mark Porter and Brad Wira and the opportunity to be a part of the AFL Players’ and AFL Superannuation plan.

To compliment these services we are also looking to establish a program to assist past players, specifically on property management and another to also strengthen and align the use of a player’s brand into retirement by connecting past players with local football clubs, charities and businesses.

Continuing EducationOur greatest strength as a Players’ Association is the strength of our members, and it is no different with our alumni network. I believe we need to take greater advantage of our Alumni to help players transition out of the game and establish networks in life after footy. Private schools boast the strength of its school tie for the ability to open doors for past students. It should be no different in the AFL industry.

This year former Richmond player Kel Moore started working for a company that supplies prosthetic joints to orthopaedic surgeons. He was originally employed through a relationship with former teammate Mark Graham. Kel certainly had a lot of hip troubles throughout his career and it is through his personal experience (undergoing nine hip operations) that he is now working with prosthetic hip joints. He was also lucky enough to spend two weeks work experience with orthopaedic surgeon David Young.

This is a great example of how former players can help each other, and how players can use networking available while playing to help with their transition out of it. Kel’s misfortune with injury during his career may actually lead to a prosperous career after footy.

Another way players can establish business connections in similar fields is through LinkedIn. We encourage all our members to maintain an up to date profile to maximise their opportunities.

FellowshipIf it is not through LinkedIn, why not in person? The fundamental purpose of an Alumni network is to provide support and opportunities to each other and that can be as simple as sharing a drink together. We plan to continue to hold more social functions such as golf days to re-unite and establish relationships between past players. The Madden Medal is one such occasion and we hope to continue to build this event to ensure it is among the premier individual awards available. All the past winners are greats of our game and quality individuals, including the 2012 winner Luke Power.

afL pLaYers’ aLumNiThe aFL Players’ alumni program continues to grow and in 2012 our membership rose to over 2000 for the first time.


BY tadhG keNNeLLY

Garry Lyon wrote about the football journey taken by his great mate Jim Stynes, “it is a football story that will never be topped”. It is a statement that is hard to argue with.

To think a Gaelic footballer from Dublin, having never seen the game of Australian Rules football before could travel to the other side of the world and win the games highest individual honour within three years is hard to comprehend.

Stynes revolutionised the way the ruckman played the game. He was a 199cm big man who could move around the ground like a rover. He battled through severe injuries to play a record breaking 244 games.

The truth is he didn’t do it alone. His revolution of the way AFL/VFL football was shared by a loyal sidekick; a Scottish born Kerry man named Sean Wight.

Wight’s game was built on desperation and athleticism. He manned the gorilla-forwards in a time dominated by power forwards. He was one of the very few who could physically match Gary Ablett Snr. He overcame extreme adversity including three knee reconstructions to player 150 AFL/VFL games. He challenged the way full-back was played. By playing in front of his man and looking to initiate body contact on his opponents he even forced a rule change.

Since Wight and Stynes arrived in Australia in the mid-1980s many Irishmen have followed their freshly trodden path. Twenty-two Irishmen have now played AFL/VFL football.

I have no doubt that without their success the influx of Irish would not have

continued. I know myself that I wouldn’t have got the opportunity to play AFL football without them and if I did, without their support and guidance I would have succumbed to homesickness.

I feel privileged and honoured to share a friendship with both of these men. Jim was my first contact with Aussie Rules, his achievements are legendary in Ireland and he was my inspiration to make the transition to Australian Rules.

Sean is from the same hometown as me. Listowel has a population of about 2,500 people and to think it has produced two AFL footballers is incredible. His family and mine are very close and when I received an offer from the Sydney Swans at 18 years of age, my mother rang Sean’s mum, Peggy, for advice. She had seen how hard the transition

was for Sean and she told mum not to let me go! But If Jimmy was my inspiration Sean was the re-assurance I needed to take that leap. He believed in me and following his example I knew I could do it.

Back in 1998 there certainly wasn’t the support for players or for international players that we have in the game today. Sean was nervous about my welfare but he was amazing in making sure I had all the help I needed. He would call the club and ask them if they were doing this or doing that. He made sure the club had things in place for me like private health insurance and the flights for my parents were paid for. He was almost like a player agent for me.

Sean was intent on making sure I had comfort, Jimmy was intent on making sure

In 2012, we lost two Irish champions of our game. Tadhg kennelly discusses the impact that Jim Stynes and Sean wight had on his career.


ValeseaN wiGht &

Jim stYNes

O B I T uaRY

I didn’t. I remember meeting Jimmy for lunch on occasions and upon my arrival there would be more than 200 kids waiting for me. Jimmy would make me stand up and talk to them. At that time I was conscious of people not understanding me when I was talking because of my accent. I was terrified but Jimmy pushed me to step outside my comfort zone and afterwards I would feel myself grow as a person. That’s the effect Jimmy had on people.

While Jimmy was the extrovert and Sean was the ultimate introvert they shared many similar qualities as people. They were courageous, fiercely competitive, honest and caring; always operating with the utmost integrity. They were always extremely honest with me and while they were both enthusiastic about me coming to Australia they never neglected the downfalls and the hardships they knew I would face.

Upon Sean’s death I recall another quote from Garry Lyon which read; “He had a moral compass that I only now appreciate”. Sean arrived in Australia in the early 1980s where the typical football club drinking culture was the norm. He was a non-drinker and despite his determination to settle into a new environment he remained steadfast in his beliefs and never wavered from who he was. While people might have thought he was different, in time this generated the enormous respect people still have for him.

Jimmy’s contribution to society is legendary and through his work with Reach,

his commitment to his family and the Melbourne Football Club he provides a great example to people from all walks of life.

Melbourne supporters revelled in Stynes’ Brownlow medal victory, but they will be forever grateful for his ability to save their football club. White knights have come to the rescue of ailing sporting clubs before, but has there ever been a man who has done this by the strength of his character rather than the strength of his wallet? That’s what Jimmy did.

It might be their strong catholic backgrounds or their strong Irish families but more likely they were just the most extraordinary of individuals. Lesser people might have failed before the challenges these men faced.

To move to the other side of the world away from friends and family to play a game you have never heard of takes enormous courage. And it is scary. In Ireland, such is the strength of community; you don’t leave the county let alone the country to play for another team. The battle with homesickness is inevitable. At times there is an element of hopelessness with the bid to learn a new sport and compete with guys who have been

playing since they could walk, especially when the sport we leave comes so naturally. There were times I wanted to quit, but I knew the path to follow. Stynes and Wight gave me this guidance.

In 2013 there are currently seven Irish players on club lists with AFL experience; they too are indebted to the legacy of Jimmy and Sean. Looking into the future of Australian Football, if we get to the point where we can achieve globalisation and we see more Mike Pyke’s starring on Grand Final day, we will look back to Sean and Jimmy as the trailblazers of this movement.

These two pioneers shared the triumph of All-Australian honours, state representation and a night premiership in nearly 400 games. But they would also share the tragedy of a cancer battle that ultimately claimed their lives within a year of each other.

It is still hard to believe they are gone, I still feel emotional thinking about them. They both did so much in their short lives and they leave an incredible legacy not only to their friends, family and AFL community but also for the human race.

Ar dheis Dé go raibh a anam

“ I FeeL PRIvILegeD aND HONOuReD TO SHaRe a FRIeNDSHIP wITH BOTH OF THeSe MeN.”


When you first arrive at a football club, with the exception of one or two faces, you are presented with the task of meeting fifty-odd new teammates, each with a different personality and story to tell. You have the expectation to bond as a team, play some footy together and I guess you hope to make a few mates in the process. Looking back on it now, I had no idea the impact that some of those faces would have on my life to date.

At an AFL football club you are with your teammates from anywhere between four to ten hours, most, if not all days of the week. Whether you are experiencing the lows in football and/or life, or celebrating the highs, your teammates are right by your side. We as teammates see each other at our most vulnerable and it gets to a point where we are often the first port of call

BY NathaN browN

OBITuaRY

Collingwood’s Nathan Brown pays tribute to his former teammate and great mate, John McCarthy.

But by far his best trait was that he knew the times to be just one of ‘the boys’! No he wasn’t perfect, nor did he try to be, but boy was he close. If there is one thing that was certain about Jmac it was that he loved his family, he adored his friends and of course his girlfriend Dani, who was without a doubt the love of his life.

The thing that I loved most about him was his unique laugh. It was the type that would make you laugh even harder to the point that you forget what you were even laughing about in the first place. A happy memory I will never forget.

I loved how he was so genuine. Often on a week night myself and Jarryd Blair would accompany him to different venues around the city to watch his girl Dani (a singer and songwriter) play at her gigs. I will never forget the way he would stare at her as she sang. You could tell in his eyes that nothing else mattered, he loved every minute of watching her sing; but this soon would be interrupted by a cheeky smirk to Jarryd and me when the lyrics Dani sang were about him. The song from memory was titled “Lost for Words”.

The moment that I learned of Jmac’s passing remains quite raw in my mind. The last five months has woken me to the importance of the bonds we share with the people in our lives, in particular my teammates, and how easily the things that mean so much to us can be taken away. I will never forget my mate, and I am blessed to be a part of a group that has been shaped by him and driven so much closer because of the moments we shared with our mate.

Whenever I think about you mate, I am learning to no longer be sad or angry; I am grateful, happy and blessed for the times we shared, I am a better person for knowing you and my memories of us together can never be taken away.

when any advice is sought. We become brothers in the truest of forms, having each other’s back through anything life throws at us.

This brings me to ‘Jmac’, a guy with whom I bonded with and respected like no other. Johnny had respect from all that knew him. A friendly soul who was willing to stop and say g’day to anyone that was up for a chat. He was such a gentleman and would leave such a positive impression on people that at times I would have to remind him to tone it down a touch, even to the point that my girlfriend, Liana, would often say to me, “You should be more like Jmac- he is such a sweetheart!”

‘John-Boy’, as most of the lads would call him, displayed the ideal balance in his life. He knew the time to work-hard, when to be serious, when to have a laugh.


ValeJohN mccarthY

1989 – 2012

aCkNOw Le D ge M e NTS

afL pLaYers’ associatioN advisorY board

Neil Hamilton – Chairman, AFL Players’ Association Advisory Board

Ray Wilson – Chairman PRA Advisory Board

Greg Hywood – CEO, Fairfax Media

Andrew Twaits – Managing Principal, The Strategy Canvas

Tim Poole – Non Executive Director

Dr Andrew Daff – Sports Physician

Dr Helen Drennen – Principal, Wesley College

Joel Bowden – Game Analysis Manager, AFL

afL pLaYers’ associatioN pLaYer retiremeNt accouNt board

Ray Wilson – Chairman

Ian Anderson – Chief Financial Officer, AFL

David Bilston-McGillen – Dominion Private Clients

Luke Ball – AFL Players’ Association President/Collingwood FC

Matt Finnis – Chief Executive Officer, AFL Players’ Association

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

afL pLaYers’ associatioN past pLaYer membership advisorY board

Simon Madden – Chairman

Barry Capuano

Frank Goode

Marcus Kennedy

Brad Wira

Paul DiMattina

Murray Browne

John Kennedy Jnr

Steven Alessio

austraLiaN athLetes aLLiaNce board

Paul Marsh – Chairman

Matt Finnis – Chief Executive Officer, AFLPA

Greg Harris – Executive Director, RUPA

David Garnsey – Chief Executive Officer, RLPA

John Poulakakis – Chairman, PFA

Daniel Kowalski – General Manager ASA

Brendan Schwab – General Secretary

pLaYers’ associatioN aGeNt accreditatioN board

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

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

Michael Hazell – Director, Kelly Hazell Quill Lawyers

Braham Dabscheck – Senior Fellow, University of Melbourne

Ken Wood – TPP Assurance Manager, AFL

Cameron Bruce – Current player, Hawthorn FC

Liam Pickering – AFL Players’ Association Accredited Agent

afL pLaYers’ associatioN charitY fuNd trustees

Matt Finnis – Chief Executive Officer, AFL Players’ Association


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

Anthony Jackson – Director, Dominion Private Clients

Luke Ball – AFL Players’ Association President/Collingwood FC

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

Bernie Shinners – Legal Services Consultant, AFL Players’ Association

Ladder board of directors

Matt Finnis – Chairman


Ian Anderson – Chief Financial Officer, AFL

Colin Carter – Senior Advisor, The Boston Consulting Group

Andrea Slattery – Chief Executive SPAA, SMSF Professionals’ Association of Australia

David Eldridge AM

Sam Graham – Manager, Club Services, AFL

ackNowLedGemeNts


2011/12

FINANCIAL REPORT

43432012 AFL PLAYERS’ YeaR IN RevIew

2012 2011

$ $

CURRENT ASSETS

Cash Assets 9,634,897 9,605,689

Receivables 1,828,862 2,871,045

Other Assets 40,569 27,164

TOTAL CURRENT ASSETS 11,504,328 12,503,898

NON-CURRENT ASSETS

Other Financial Assets 32,805,195 14,540,526

Property, Plant & Equipment 19,962 44,183

TOTAL NON-CURRENT ASSETS 32,825,156 14,584,709

TOTAL ASSETS 44,329,484 27,088,607

CURRENT LIABILITIES

Payables 38,519,095 21,616,594

Provisions 303,621 233,610

TOTAL CURRENT LIABILITIES 38,822,716 21,850,204

NON-CURRENT LIABILITIES

Provisions 19,446 66,571

TOTAL NON-CURRENT LIABILITIES 19,446 66,571

TOTAL LIABILITIES 38,842,161 21,916,775

NET ASSETS 5,487,323 5,171,832

EQUITY

AFLPA Player Retirement Account Reserve 600,000 600,000

AFLPA Past Player Health Hardship Fund Reserve 1,994,566 1,716,404

Retained Profits 2,892,757 2,855,428

TOTAL EQUITY 5,487,323 5,171,832

statemeNt of fiNaNciaL positioN aS aT 31ST OCTOBeR 2012


FINaNCIaL Re P O RT 2 01 1 / 1 2

2012 2011

$ $

INCOME

AFLPA CBA Income 17,286,000 10,660,000

CBA Profit Share 10,000,000 -

Commercial, Player Licensing & Marketing Income 1,871,898 1,898,382

Membership Fees 359,525 335,650

Sponsorship Income 188,336 305,022

Other Income 1,888,947 555,384

31,594,706 13,754,438

EXPENSES

Advertising 20,567 31,391

AFLPA Player Retirement Account Payments 25,317,680 7,120,286

Commercial Branding 63,606 23,275

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

Computer Expenses & Development 51,563 56,727

Consultant’s Fees 110,198 151,980

Counselling Services 110,068 82,994

Depreciation 40,725 12,099

Education & Training 381,472 463,787

Employment Related Expenses 2,421,923 2,083,581

Functions & Events 417,334 369,406

Multicultural & Indigenous Player Support Programs 60,773 79,730

Insurance 22,666 21,019

Office Expenses 66,056 77,821

Other Expenses 10,261 9,978

Player Computer Grants 43,137 46,760

Player Development Programs & Transition 150,090 261,317

Player Executive & Delegate Expenses 62,706 80,706

Player Health Insurance 47,628 52,391

Player Induction Camp 50,143 36,733

Player Licensing & Marketing Payments 1,434,984 1,823,929

Professional Fees 185,256 122,933

Wellbeing / Cultural & Leadership 125,711 30,328

Public Relation Costs 33,979 40,838

Publication Costs 44,891 59,255

Rent & Outgoings 106,389 104,741

Subscriptions 17,884 17,338

Telephone & Facsimile 16,677 20,076

Travel & Conferences 143,009 125,869

31,557,377 13,699,414

Profit from ordinary activities before income tax expense 37,329 55,024

Income Tax Expense - -

Net Profit from ordinary activities after income tax expense attributable to the association 37,329 55,024

Retained Profits at the beginning of the financial year 2,855,428 2,800,404

RETAINED PROFITS AT THE END OF THE FINANCIAL YEAR 2,892,757 2,855,428

statemeNt of fiNaNciaL performaNce FOR THe YeaR eNDeD 31ST OCTOBeR 2012


CHARITY REPORT

2012 2011

$ $

CASH FLOWS FROM OPERATING ACTIVITIES:

Receipts from Members 101,636 262,150

CBA Profit Share 10,000,000 -

Operating grant receipts 18,982,811 9,368,883

Commercial Player Licensing & Marketing income received 1,397,515 1,713,984

Sponsorship receipts 307,148 367,224

Interest Received 696,400 450,747

Sundry Receipts 300 135,762

Receipts from Accredited Agents 104,520 68,550

Payments to suppliers and employees (14,603,692) (12,187,661)

Net cash provided by operating activities 16,986,637 179,639

CASH FLOWS FROM INVESTING ACTIVITIES:

Fixed Asset Purchases (16,503) (1,304)

Movements in managed funds (16,938,046) (38,275)

Net cash provided (used) by investing activities (16,954,549) (39,579)

CASH FLOWS FROM FINANCING ACTIVITIES:

Increase in Sundry Debtors (2,880) (2,360)

Net Cash provided (used) by financing activities (2,880) (2,360)

Net increase/(decrease) in cash held 29,208 137,700

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

Cash at the end of the financial year 9,634,897 9,605,689

statemeNt of cash fLows FOR THe YeaR eNDeD 31ST OCTOBeR 2012

46 2012 AFL PLAyers’ Year In revIew46 2012 AFL PLAYERS’ YeaR IN RevIew

CHARITY REPORT

2011/12

47472012 AFL PLAYERS’ YeaR IN RevIew

2012 2011

$ $

CURRENT ASSETS

Cash Assets 231,855 79,448

Receivables 13,175 73,075

TOTAL CURRENT ASSETS 245,030 152,523

NON CURRENT ASSETS

Other Financial Assets 921,963 844,465

TOTAL NON CURRENT ASSETS 921,963 844,465

TOTAL ASSETS 1,166,993 996,988

CURRENT LIABILITIES

Payables 1,400 1,320

TOTAL CURRENT LIABILITIES 1,400 1,320

TOTAL LIABILITIES 1,400 1,320

NET ASSETS 1,165,593 995,668

EQUITY

Settlement Capital 100 100

Retained Profits 1,165,493 995,568

TOTAL EQUITY 1,165,593 995,668

statemeNt of fiNaNciaL positioN aS aT 31ST OCTOBeR 2012


2012 2011

$ $

INCOME

Player Contributions 217,800 205,700

Code of Conduct Fines 24,439 18,397


Movement in Investments 77,498 (13,964)

323,268 213,926

EXPENDITURE

Audit Fees 4 3,273 2,187

Bank Charges 70 -

Donations 3 150,000 300,000

153,343 302,187

Profit/(Loss) from ordinary activities before income tax expense 169,925 (88,261)

Income Tax Expense 2 - -

Net Profit/(Loss) from ordinary activities after income tax expense attributable to the association

169,925 (88,261)

Other comprehensive income after income tax

Net movement in Reserve accounts - -

Other comprehensive income for the year, net of tax - -

Total comprehensive income for the year 169,925 (88,261)

Total comprehensive income attributable to members of the association 169,925 (88,261)

CHaRITY FuND FINaNCIaL Re P O RT 2 01 1 / 1 2

statemeNt of compreheNsive iNcome FOR THe YeaR eNDeD 31ST OCTOBeR 2012


2012 2011

$ $

CASH FLOWS FROM OPERATING ACTIVITIES

Cash Flows From Operations

Player Charity Contributions 277,700 168,925

Code of Conduct Fines 24,439 18,397


Donations Received - -

Payments to suppliers and employees (153,262) (327,147)

Net cash provided by operating activities 152,408 (136,032)

CASH FLOWS FROM INVESTING ACTIVITIES

Investment in UBS Equities 18,524 36,760

Net Income 2,602 1,570

Investment related expenses (6,896) -

Net cash (used in) provided by investing activities 14,230 38,330

Net increase / (decrease) in cash held 166,638 (97,701)

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

Cash at the end of the financial period 328,397 161,759

statemeNt of cash fLows FOR THe YeaR eNDeD 31ST OCTOBeR 2012


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AUSTRALIAN FOOTBALL LEAGUE PLAYERS’ ASSOCIATION

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2012 AFL Players Year in Review

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Transcript of 2012 AFL Players Year in Review