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Australian Football League COMMUNITY REPORT AUSTRALIAN FOOTBALL LEAGUE Tayla Harris of Melbourne takes a high mark during the 2014 women’s match between the Western Bulldogs and the Melbourne Demons at Etihad Stadium. AFL COMMUNITY REPORT 2014 CONTENTS 3 CONTENTS AUSTRALIAN FOOTBALL LEAGUE INTRODUCTION FROM THE CEO ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������5 JIM STYNES COMMUNITY LEADERSHIP AWARD ������������������������������������������������������������������������������������������������������������������������������������������������������������������ 6 AFL OVERVIEW �������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������7 AROUND THE CLUBS ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 23 Adelaide Crows ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������24 Brisbane Lions ���������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������26 Carlton �����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������28 Collingwood ��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������30 Essendon ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������32 Fremantle ��������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������34 Geelong Cats �������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������36 Gold Coast Suns ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������38 GWS Giants ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������40 Hawthorn ���������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������42 Melbourne ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������ 44 North Melbourne ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 46 Port Adelaide ���������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 48 Richmond �������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 50 St Kilda ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������52 Sydney Swans ���������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������54 West Coast Eagles ����������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������56 Western Bulldogs ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������58 ECONOMIC IMPACT ���������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� 60 Luke Hodge celebrates after the 2014 Toyota AFL Grand Final with Auskick participants. AFL COMMUNITY REPORT 2014 INTRODUCTION 5 s our country’s only indigenous game, Australian football has been built on a community foundation since its establishment more than 150 years ago� A The game has grown to become truly national while also developing a presence in more than 50 countries around the world� At the pinnacle of our game is the AFL competition with Toyota AFL Premiership Season matches played in every state and territory and since 2013, on ANZAC Day in New Zealand� I am proud to present this report which showcases how the 18 AFL clubs, their players, the AFL and the various state and territory football bodies contribute to communities throughout Australia� The level of grassroots participation in our sport is fundamental to the strength of the AFL competition� Every season we benefit enormously from the efforts of countless players, officials, volunteers and passionate supporters at This commitment by AFL clubs and the AFL is based AFL CEO Gillon McLachlan every level of our game� on the simple principle of giving back to communities interacts with young In return, the AFL and our clubs seek to give something which provide extraordinary levels of support to the Indigenous participants from back beyond the on-field spectacle of matches every clubs, players and the game throughout each Toyota AFL the AFL NSW program during week� We take very seriously our obligation to be a positive Premiership Season� the AFL Indigenous Round influence in communities across the nation and the role The foundation of Australian football at all levels Launch in Sydney. we collectively play in supporting important charities is built on a national network consisting of: and communities� 2659 community clubs As I said when I had the honour of being appointed • to my current role in April this year, I know how our game • 13,305 club teams participating in competitions is an intrinsic part of so many people’s lives – how important each week of the season it is to people, to communities, in towns and cities� 267 community leagues I am accountable to the AFL Commission and our • Chairman, Mike Fitzpatrick but ultimately I serve four • 2600 NAB AFL Auskick community centres masters – the supporters of our game, the community, More than 23,000 inter and intra school teams clubs and players� • participating in Australian football competitions They have competing interests at times but I am committed to never prioritising one at the expense • More than 150,000 volunteers of the other� The development of the game at a community level This report outlines the broad range of community is supported by an annual investment of more than $90 activities our clubs, and the AFL are involved in including: million through a combination of game development grants Promoting and celebrating diversity • to the states and territories from the AFL, funding allocated • Campaigning against street violence by the various state and territory bodies and programs managed centrally by the AFL� Promoting education and health • AFL players devote almost 20,000 hours annually with • Tackling youth homelessness appearances to support game development programs as well as many other worthy causes� Investing in the development of the game • I hope this report provides you with an insight into how at a community
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