GAME AND MARKET DEVELOPMENT SIMON LETHLEAN GENERAL MANAGER The AFL’s Game and Market Development Team is responsible for growing and developing Australian and striving to ensure our sport is a way of life for every community.

n 2015, the AFL initiated a with the objective of ensuring Australian comprehensive review of Football is representative and inclusive, Australian Football in the well supported and sustainable, has community to identify key areas strong links between community and of need for future investment elite competitions and is a national code and a future vision for success. responsive to local needs with first-class IThe ‘Future Directions of Australian competitions at every level. Football’ project consulted a broad range Along with the review, 2015 also saw of volunteers, administrators and leaders a restructure of the Game and Market TRUE GRIT across AFL clubs, state and territory Development Department with Simon Geelong captain Joel bodies, community leagues and clubs, Lethlean transitioning from the General Selwood again led from schools and other subject matter experts. Manager of Broadcasting, Scheduling and the front in a challenging season for the Cats, who The report outlines recommendations Major Projects portfolio to lead this area missed the finals for the for the short, medium and long term, of the business. Ò first time since 2006. 5 84 GAME AND MARKET DEVELOPMENT 85

In addition, more than 23,500 NAB AFL Johnstone (Tas), David Wolf (Vic) and TOTAL Auskick participants had the experience Marcus McArthur (WA) – were rewarded of a lifetime by playing at an official AFL by NAB with a trip to and a 2015PARTICIPATION venue on game-day as part of the grid money-can’t-buy AFL experience. Each PARTICIPATION game program. winner (and a guest) was treated to an The value of NAB AFL Auskick is in exclusive workshop at AFL House and was Total participation grew to 1,247,575 the sequentially developed coaching and a VIP guest at the AFL official function nationally, representing an eight match program that allows boys and girls for the first elimination final between TOTAL PARTICIPATION PARTICIPATED IN PROGRAMS per cent rise on 2014 figures. to learn about the game in a fun and safe the and Adelaide. Each An additional 2,013,172 people family environment. The AFL is thankful of these seven deserving winners was were engaged through school or to our many volunteers and community selected for their outstanding contribution community-based clinics and members who coordinate their local to their local NAB AFL Auskick centre. 650k promotions, which is a growth of centres each week throughout the season. Twenty-two NAB AFL Auskicker of 33 per cent from 1.5 million in 2014. It is through their passion and commitment the Year nominees also took centre stage that NAB AFL Auskick continues to thrive. during Grand Final week. The nominees 1,247,575 PARTICIPATED IN COMPETITIONS 2015 HIGHLIGHTS Each year, the AFL, our program partner attended a dinner at the MCG, walked in The eight per cent increase in participation NAB and state football bodies recognise the parade, played on the MCG at half-time included the following highlights: the outstanding accomplishments and of the 2015 Toyota AFL Grand Final and We also conducted promotional ÆÆ597,538 played in structured contribution of coordinators who have presented the premiership medallions. +8% activities to more than 2M people 597k GROWTH competitions (up 3.5 per cent). excelled in their role through special Will Le Deux from the Nagambie NAB ÆÆ650,072 participated in introductory recognition awards. AFL Auskick centre was named the programs (up 13 per cent). During the first weekend of the 2015 2015 NAB AFL Auskicker of the Year. NAB AFL AUSKICK CLUB FOOTBALL SCHOOL FOOTBALL SOCIAL FOOTBALL Community club participation grew by Toyota AFL Finals Series, seven NAB AFL The AFL would like to thank all the 1.4 per cent to 336,108. Auskick volunteers – Stephen Ryan volunteers, participants and families ÆÆStrong growth in junior (four per cent) (NSW/ACT), Brett Fragiacomo (NT), Jon who make the program what it is 182,927 336,113 239,180 22,250 PARTICIPANTS PLAYERS PLAYERS IN SCHOOL COMPETITIONS PLAYERS IN AFL 9S COMPETITIONS and youth girls (33 per cent) football. Breeden (Qld), Mark Dahlitz (SA), Glenn and also acknowledges our program ÆÆThere are 253 leagues, 2672 clubs and 13,873 community club teams 2936 13,873 253 467,105 110 TEAMS COMMUNITY nationally – with 226 new teams taking PARTY TIME AUSKICK CENTRES PARTICIPANTS IN SCHOOL VENUES LEAGUES the field in 2015. Gold Coast’s Henry BASED PROGRAMS NATIONALLY Schade joins in the A total of 239,180 students played in 20-year celebrations school competitions, with another 467,105 for NAB AFL Auskick. +2.5% 2672 +1.4% + % + % involved in introductory programs, PHOTO News Corp GROWTH CLUBS GROWTH 13 23.5 GROWTH GROWTH representing an increase of 13 per cent. ÆÆ8.3 per cent growth in primary-aged FEMALE FOOTBALL DIVERSITY & INCLUSION COACHES & UMPIRES inter-school football competitions. ÆÆ1.3 per cent growth in secondary inter-school football. ÆÆ17.7 per cent growth in school program 318,880 58,888 26,917 participation. FEMALE PARTICIPANTS INDIGENOUS PARTICIPANTS ACCREDITED COACHES NAB AFL Auskick participation grew by 2.5 per cent to 182,927. A total of 22,286 people played in a 25% 629 OF ALL DEDICATED +27% GROWTH 98,058 9232 McDonald’s AFL 9s competition on the PARTICIPATION FEMALE MULTICULTURAL PARTICIPANTS ACCREDITED UMPIRES back of 23.5 per cent growth. FOOTBALL TEAMS Female participation has reached 318,880. ÆÆFemale participation makes up PARTICIPATION BY STATE & TERRITORY 25 per cent of all participants PROGRAMS COMPETITIONS (up from 19 per cent in 2014). 382,137 ÆÆ163 new female teams were established in 2015. 400k 122,328 224,842 NAB AFL AUSKICK 300k 215,228 205,135 142,291 39,684 38,258 The NAB AFL Auskick program continues 200k 125,329 127,537 to provide an introduction to Australian 259,809 143,825 19,313 27,530 100k 84,170 Football for our youngest participants and 20,371 10,728 99,513 their families. A total of 182,927 children 87,691 61,310 58,121 participated in the program in 2015 at 0 2936 centres around the country.

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partner the National Australia Bank for ÆÆMore than 2000 teachers attended >>37 schools buy sets of goalpost the tremendous support it provides. specific AFL Professional padding. Through support of the NAB AFL Auskick Development or information sessions >>72 schools buy playing guernseys. program, NAB continues to ‘Footify’ and seminars, with the AFL assisting >>78 schools buy AFL 9s kits. Australia; genuinely growing the game in covering the teacher relief costs for >>6000 AFL footballs distributed at a grassroots level and supporting those who attended. to schools. tomorrow’s stars. ÆÆThe Woolworths AFL Schools Grants >>The AFL Schools Fantasy Scheme provided schools with the Classic and AFL Schools opportunity to apply for subsidies Tipping Competition involved SCHOOLS to buy major capital items such as more than 35,000 participants. A critical component of our participant permanent goalposts, goalpost >>More than 1200 students engagement strategy is to enhance our padding, playing guernseys and sports were involved in a national presence in primary and secondary schools kits. In 2015, financial assistance saw: online AFL-themed quiz across Australia to provide opportunities >>44 schools buy permanent which focused on numeracy for all students wishing to participate in goalposts. and literacy. Australian Football. The continued growth in Australian Football participation has been due to INTER-SCHOOL PRIMARY AND SECONDARY SCHOOL COMPETITIONS a of initiatives, programs and COMPETITION SCHOOL STATE resources designed specifically to improve AFLVIC Herald Sun Shield Boys Div 1 St Patrick’s – Ballarat VIC our presence in the classroom and the AFLVIC Herald Sun Shield Boys Div 2 St Joseph’s College VIC school physical education/sport program. AFLVIC Herald Sun Girls Competition Div 1 Methodist Ladies College VIC A total of 706,285 students participated AFLVIC Herald Sun Girls Competition Div 2 Aquinas College VIC in either inter-school competitions or school-based programs greater than Central Vic/AFL Goldfields – Braemar College AFL Gippsland – Bairnsdale Secondary College six weeks in duration – an overall increase AFL Goulburn Murray & North East Border – AFLVIC Herald Sun Country Cup VIC of 13 per cent. St Mary’s of the Angels, Nathalia Northern Victoria – St Joseph’s College, Echuca Western District – Monivae College INTER-SCHOOL PRIMARY AND SECONDARY AFLVIC Herald Sun Country Shield Ballarat Clarendon College VIC SCHOOL COMPETITIONS (MALE & FEMALE) School Sport Victoria Premier League Essendon Keilor College VIC In 2015, there were 10,799 inter-school All Abilities State Final Southern Special Schools Sports Association VIC teams in AFL competitions that involved QUIT 100 Cup Tiwi College NT some 231,180 students. The table right shows a selection of winners of various Pink Power Challenge Wulagi Primary School NT school competitions in 2015. Defence Force Cup St John’s Catholic College NT Schoolboys REDIMED Cup – Cable Division Darling Range Sports College WA OTHER HIGHLIGHTS Eagles Schoolboys Cup Comet Bay College WA ÆÆ Intra-school AFL programs Freo Dockers Schoolgirls Cup – Moore Division Kolbe Catholic College WA continued to grow with 467,105 Freo Dockers Schoolgirls Cup – White Division Emmanuel Catholic College WA students participating. PSA – Alcock Cup Guildford Grammar School WA ÆÆPromotional clinics and visits reached just over two million children SASFA Premiers Cup Highgate Primary School SA (1.54 million at schools and more than SAAS Messenger Shield Prince Alfred College SA 468,000 at community venues). Statewide Open Boys A Schools Knockout Cup Sacred Heart College SA ÆÆThe Woolworths AFL School Open Girls Knockout Competition Sacred Heart College SA Ambassador program provided Independent Schools Cup – Open Padua College QLD training and offered the necessary Boys Division Queensland Independent Schools Cup – Year support for teachers who strongly St Laurence’s College QLD promote Australian Football. Fifteen 9/10 Boys Division teachers, among the 5500 who Schools of Excellence Cup Senior Male Palm Beach-Currumbin State High School QLD were involved in the program, were Schools of Excellence Cup Junior Male Helensvale State High School QLD named 2015 Woolworths AFL School Lions Cup Senior Girls Female Mountain Creek State High School QLD Ambassadors of the Year for their Paul Kelly Cup – Boys Henschke Primary School NSW/ACT outstanding service to the game. Paul Kelly Cup – Girls Holy Family Primary School, Kelso NSW/ACT ÆÆThe AFL Learning Management U/16 Boys Independent Schools Competition Shore Grammar NSW/ACT System (LMS) provided educators EAGLE-EYED FANS Open Independent Schools Competition Knox Grammar NSW/ACT Young West Coast with innovative resources to enhance Southern High Schools and Tassie Hawks Cup New Town High School TAS supporters proudly wear education outcomes and help their colours at the round 14 engage students in unique and NWJFU North West Latrobe High School TAS clash with Melbourne at Kings Meadow High School TAS TIO Stadium in Darwin. meaningful ways. NHSSA Northern Tasmania competition

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course through a series of Google webinars over six weekly sessions. Ten coaches completed their Level 2 accreditation MESSAGE FROM THE AUSTRALIAN in this course. AFL Europe is also in the SPORTS COMMISSION process of conducting a Level 1 course, which started with a seminar provided (ASC-funded, non-Winning Edge sports) by visiting members of the AFLCA in London in October – these coaches will he past year has seen continue their learning through the AFL considerable success and online courses and will complete their progress for Australian sport, practical components during the AFL UK T as the Australian Sports pre-season period. Commission (ASC) and national sporting organisations (NSOs) CLUB COACHING COORDINATOR PROGRAM continue to build on our nation’s The role of the club coaching coordinator is proud sporting tradition. growing in regard to ensuring football at all The Government’s 2014-15 communities. It’s important that levels is delivered with improved quality, investment of nearly $120 million we work together to ensure that in inclusive environments. Following the into Australian sport continues to be more Australians, particularly young implementation of the Club Coaching refined to ensure funding is aligned Australians, participate in sport more Coordinator Program in late 2014 and to sports with the greatest potential often and that we have strong sporting distribution of the associated resources, to contribute to Australia’s Winning organisations that deliver the products a number of courses were conducted in Edge 2012-22 targets and drive greater and opportunities Australians want. 2015 in different states. This program participation outcomes for sport. Other highlights in 2014-15 included: has been established to enhance the The sporting landscape has ÆÆThe transition to Sporting development of coaches at community changed rapidly in recent years, as have Schools and the development of HAWKS’ SCHOOL OF COACHING league and club level and provide them the options for people’s scarce leisure its website — the main portal for New Carlton coach Brendon Bolton with elements of on-going support. time. More than ever before, sport faces became the fifth Hawthorn assistant sporting organisations, schools, tough competition for our attention under to take up a coaches and parents to access this senior role at another club. TALENT IDENTIFICATION COURSES from electronic media and other $100 million program which aims to The AFL Level 1 course in Identifying sedentary pursuits. reach more than 850,000 children. Talent for AFL was reviewed in 2015 and In March, the Commission launched ÆÆThe development of the AusPlay >>In partnership with Victorian ACCREDITATION COURSES recommendations. The course is now will be delivered in all states in 2016. The Play.Sport.Australia. — our plan survey — the ASC has committed to DEECD, the AFL ran the One Attendance at AFL coach accreditation delivered through two separate continuing development of female football to help NSOs build participation in introducing a new national survey to Team, One Goal – Celebrating courses continues to ensure there is an face-to-face segments of four and two in culturally diverse communities is sport and make sure all Australians better understand how Australians Diversity school competition for adequate supply of accredited coaches days, online content, workplace learning providing a rich pool for attracting players enjoy its benefits. Sports have the engage with and play sport. Good primary and secondary school to meet needs and support growth of the and coach mentoring. The first segment and identifying talent in the game. opportunity to attract more than decisions require good data and this students to promote positive game. In 2015, more than 7000 coaches of the 2015-16 course was conducted for 4.5 million Australians into their initiative by the ASC is critical. discussion and awareness in schools participated in courses – 6984 at Level 1, 25 invited coaches at Etihad Stadium in AFL NATIONAL COACHING CONFERENCE regarding diversity, intercultural 304 at Level 2 and 26 at Level 3. October, with the second segment planned The 2015 AFL National Coaching And through Australia’s Winning understanding and respect. More Since 2001, the AFL, in partnership with for January 2016. Conference (13th edition) was conducted Edge, we will continue to give our than 200 entries were received the AFL Players’ Association, has been at Etihad Stadium from January 31 to athletes the best chances from 50 schools around Victoria. conducting a specific Level 2 Coaching Course AFL ONLINE COACHING COURSES February 2 and featured a keynote address at international success. St Peter’s & Paul Primary School for experienced and recently retired players There has been outstanding usage of the from Hawthorn coach Alastair Clarkson. So now, more than ever, we have a won the primary school section who are interested in coaching. Many of AFL Online Junior and the newly developed Other presenters at the conference, clear plan to make sure all Australians and Point Cook Senior High School these players complete their accreditation AFL Online Youth and Senior Coaching which attracted more than 400 coaches, enjoy sport and maximise our chances was named the secondary school and go on to development or assistant Courses in 2015, with 5000 coaches were Leigh Russell, Brendon Bolton, of success. On behalf of the ASC, I thank section winner. coaching roles in AFL and state league completing the courses through the year. Louise Burke, Shane Pill, Matt Jones, you for your hard work in helping us More than 25,000 children were introduced clubs and a few, after also completing their These courses are integral parts of the Mark Yettica-Paulson and David Parkin. achieve these goals and I look forward to Australian Football through the AFL AFL High Performance Coach Accreditation, AFL Level 1 coach accreditation programs. Thirty-two breakout sessions on a wide to working with you into the future. Sporting Schools Program, an initiative have filtered through to become AFL senior range of football and coaching topics were established and funded by the Australian coaches in recent years. The 2015 course INTERNATIONAL COURSES delivered across the weekend. The 2016 John Wylie AM Sports Commission to help engage primary was conducted in Melbourne in January for AFL International affiliates continued to edition of the conference will be conducted Chair — Australian Sports Commission school-aged children in sporting activities. 28 current players and coaches. be active in coach development in 2015, in in February 2016. The AFL High Performance Coaching with a number of courses conducted in COACHING DEVELOPMENT Course was reviewed during the year with other countries, including Fiji, Europe and COACHING SUPPORT, RESOURCES industry partners, including the state the USA. The Fiji course, part of regular & AFL COMMUNITY WEBSITE The 2015 AFL Census shows that about coaching managers, the AFL Coaches’ AFL development activity in the South Ongoing post-accreditation support 27,000 coaches delivered football Association and AFL clubs. Changes Pacific, produced 30 accredited coaches. for accredited coaches is provided programs to participants in all segments to the structure, content and delivery USAFL president and coaching director through the coaching section of the of the game in 2015. were made in accordance with industry Dennis Ryan conducted the first US Level 2 AFL Community Website.

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New articles and practice activities These events, which are usually conducted Stadium Tournament in Perth SOCIAL FOOTBALL PROGRAMS ENGAGING WITH FANS are regularly published and promoted by the state and regional branches of the and other corporate and community Premiership star chats through the fortnightly AFL community Australian Football Coaches’ Association carnival events across the country. to a young Hawk supporter at the newsletters sent to more than 60,000 (AFCA), are a great celebration of the game McDONALD’S AFL 9s club’s community camp in Launceston. recipients. This continues to be a relevant and its people. It was the fourth season of the McDonald’s AFL ACTIVE source of coaching information for coaches AFL 9s format, a social, non-contact, AFL Active is a group training program at all levels. AFL COACHES’ ASSOCIATION – modified version of the game which is an that is broken into four quarters of APPEARANCES PROGRAM ideal way to introduce new participants physical activity where participants train INJURY PREVENTION RESOURCES and re-engage lapsed participants. for some of the physical attributes required The partnership between the AFL An important set of injury prevention and With the support of state affiliates, to play Australian Football. However, and the AFL Coaches’ Association management resources were produced 2015 again saw strong growth at a rate the activities do not require any kicking, continued in 2015, particularly through in 2015, including incorporation of the of 23.5 per cent, with 22,250 people now marking or handballing. the coach appearance program. Overall, key guidelines for the management of participating in competitions. In 2015, the AFL and AFL Victoria AFL senior and assistant coaches concussion in community football into Partnering with McDonald’s as the partnered with VicHealth’s Changing participated in development activities the AFL coaching manuals and regularly official sponsor provided great support the Game: Increasing Female Participation and appearances in all states and promoted to community football for AFL 9s and helped raise awareness in Sport initiative to use the AFL Active territories, including most regions organisations and clubs. for the format. program to create new opportunities around the country. Association members Following the completion of a The game was showcased to more for female participation in physical made about 1000 appearances to help research project through the AFL than 800,000 people at half-time of one activity across Victoria. This was launched The carnival won the Victorian ÆÆDistribution of fortnightly grow the game. Research Board (the FootyFirst match each round throughout the 2015 in August at the 2015 AFL women’s Government’s Community Sporting Event editions of the AFL Community The AFL greatly appreciates the efforts Training Program to Prevent Leg Injuries), Toyota AFL Premiership Season. exhibition match and television presenter of the Year Award. Development Newsletter. of the AFCA and its individual coach that project will now be promoted Ex-Swans player and his Rebecca Maddern was named an AFL ÆÆOnline learning courses for coaches, members. Association staff, including CEO throughout 2016. wife Lynette continued to fulfill roles as Active ambassador. umpires and club administrators. Mark Brayshaw and operational staff Greg SWISSE AFL COMMUNITY CLUB These prevention programs and national program ambassadors to help AFL Active also partnered with the ÆÆTeachers with access to an array Hutchison, Ron Watt and Melissa Murphy, IMPROVEMENT PROGRAM related resources will be prominently raise greater awareness and exposure Victorian Fitness Academy to recruit and of innovative resources via the AFL also assisted in various elements of the The Swisse AFL Club Improvement Program promoted in AFL coaching courses of the game. run training sessions for accredited AFL Learning Management System AFL coaching development program during was introduced to assist community clubs in future seasons. As well as being Events in 2015 included the Active trainers, with 42 now accredited and (LMS) which they can use to the year. examine their off-field operations and incorporated into the AFL coaching annual Byron Bay Carnival, the Domain courses planned for 2016. enhance education outcomes identify areas for improvement, including manuals, these resources are available Pilot programs were held during term and help engage students in strategic planning, culture, volunteer for download from the AFL Community four in 2015 and all trainers will start unique and meaningful ways. MODIFIED RULES management, connection to community, website or in hard copy from AFL and running AFL Active sessions in line with ÆÆA locator system for new players, AFL 9s is an ideal way communication, finance, governance, policy, state affiliate offices. to introduce new the school terms in 2016. umpires and volunteers to find a club risk management, commercial fundraising/ participants to the game. or umpiring group. sponsorship, facilities and event delivery. The program is based on the Australian AUSTRALIA POST AFL COMMUNITY CAMPS OTHER HIGHLIGHTS COMMUNITY FOOTBALL Sports Commission’s Club Health Check The Australia Post AFL Community and assists clubs in the formulation of an Camps saw more than 800 AFL players AFL COACHING AMBASSADORS AFL NATIONAL INCLUSION CARNIVAL action plan to improve key areas by linking take the game to regional and rural AFL Coaching Ambassadors and course to support resources. communities across Australia, as well mentors Stan Alves and David Parkin In 2015: as overseas when St Kilda visited New continued in their valuable long-term ÆÆ273 clubs used the online assessment Zealand in December. roles in AFL coaching and development (183 complete). Players carried out training sessions and projects throughout the year, including The AFL’s National Inclusion Carnival ÆÆFour clubs demonstrated outstanding visited schools, local football clubs, nursing presenting and facilitating at courses and brought together representative club administration and achieved gold homes and hospitals, as well as supporting seminars, mentoring coaches, reviewing teams of footballers with intellectual quality club accreditation. fundraising events to connect individuals programs and advocating for coaches and disabilities from across the country ÆÆ38 clubs demonstrated good club and communities and, importantly, coach development. to participate in a week-long round administration and received quality ensure Australia’s game and its players are They acted as facilitators and robin carnival in June. club accreditation. accessible to fans around the nation. mentors at the AFL High Performance The event was hosted by AFL The AFL would like to acknowledge the Key outcomes from the 2015 Australia Course and, along with coaching Victoria and supported by the support of Swisse in assisting community Post AFL Community Camps included: consultants Neil Barras, Brendan Victorian Government. clubs improve their off-field operations. ÆÆ562 primary and secondary schools Mason and David Wheadon, regularly This was the second time the national visited. presented at Level 2 coaching courses carnival had been staged and Victoria Metro AFL COMMUNITY CLUB WEBSITE ÆÆ95,858 school students visited. around Australia. took out the Peter Ryan Cup in the grand With more than 1.3 million page views ÆÆ6855 students visited at junior clubs. final at Punt Rd Oval against NSW/ACT. in 2015, the AFL Community website ÆÆ8052 superclinic participants. COACH RECOGNITION AWARDS Games were played in great spirit with (aflcommunity.com.au) continues to ÆÆ3760 people visited in aged Coach award functions were conducted by each team showing wonderful support to provide up-to-date information, training care/hospitals. AFL state affiliates to recognise coaches each other throughout the carnival. At the and advice for 70,000 coaches, umpires, ÆÆ3067 attended official functions. and their passion and commitment to their end of the carnival, an All-Australian side players, club administrators and schools. ÆÆ$66,700 monies raised during local players, clubs and the game at all levels. was selected. The AFL Community website provides: community functions.

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VOLUNTEERS Participation breakdown: STATE REPRESENTATIVE PROGRAM NSW/ACT. South Australia’s ruck Sarah UNIQUE OPPORTUNITY ÆÆ The Governor of Victoria, The Honourable The grounds of Government House were AFL 9s – 4585 Interstate matches replaced the Allan was named best on ground as well Linda Dessau AM, and Judge Tony turned into a football field during a ÆÆNAB AFL Auskick – 44,192 traditional women’s national as Player of the Championships. Howard hosted a morning reception reception to recognise volunteers. ÆÆClub – 17,063 championships with the at Government House on October 2 to ÆÆSchool competitions – 70,562 following results: NATIONAL SCHOOLGIRLS recognise the contribution of Australian ÆÆSchool programs – 181,579 ÆÆNT Thunder hosted and lost to South The School National Football volunteers. Australia by four goals in a NEAFL Schoolgirls titles were held in Geelong in The reception, attended by 500 AFL WOMEN’S EXHIBITION SERIES double-header. July. Six teams participated and Victoria people, honoured state and territory Melbourne and the Western Bulldogs ÆÆTasmania was soundly beaten by won the title ahead of a three-way tie Volunteers of the Year award recipients played two exhibition matches, both as Queensland as a double-header to the between a much-improved New South as well as the Victorian Multicultural curtain-raisers to AFL games in round eight male state teams. Wales, Queensland and . Ambassador of the Year. and round 20. ÆÆWestern Australia overran Victoria to Guests acknowledged and Both matches were played at a high win by four points for the first time 100 YEARS OF WOMEN’S FOOTBALL celebrated the significant impact standard, were well attended and enjoyed before Fremantle v Richmond at The year also marked 100 years since the volunteers had on their respective strong media coverage. Domain Stadium. females first played Australian Football. clubs, leagues and communities. Melbourne won the first match by eight ÆÆNSW/ACT lost to Queensland in a It was established through independent The function provided a unique and points and West Australian Kara Donnellan competitive match following a NEAFL research that teams in Perth first played exclusive opportunity to thank all for their was named best on ground. The Demons match in Sydney. matches as charity fundraisers during contributions and the day’s recognition also prevailed in the second match by just World War I. The first recorded women’s illustrated our sincere gratitude. four points and Melbourne captain Daisy YOUTH GIRLS NATIONAL CHAMPIONSHIPS league was established soon after in The Governor presented the Pearce was named best player. The Western Australian Football Kalgoorlie in 1921. A National Registration System ÆÆSignificant increase in social media following awards: In a first for women’s football, Channel Commission hosted the Youth Girls To mark this historic occasion, was introduced for players and umpires presence. ÆÆNew South Wales/Australian Capital Seven broadcast the second match live Nationals in Mandurah in May. memorabilia was collected by a dedicated in 2014 and the past 12 months saw ÆÆRoughly half (50) of total matches Territory Volunteer of the Year: throughout Australia, which was watched In Division 1, a strong Vic Metro side group of volunteers and was displayed in continued uptake and growth. In live-streamed with an average 1000 Trevor Byrne by 345,000 people – a fantastic result. defeated Queensland by seven points. Vic the Battye Library of Western Australia 2015, 384,000 players and umpires views per game. ÆÆQueensland Volunteer of the Year: It is the third year of the women’s Metro captain Britt Bonnici was adjudged for three months. Titled ‘Bouncedown’, self-registered online via the National ÆÆFirst representative team win against Rob Purves exhibition matches. Extensive consultation best on ground with Queensland’s Tayla it proved to be very popular. In addition, Registration System, an increase from the Tasmania by 20 points. ÆÆNorthern Territory Volunteer of and planning has begun to fast-track the Harris named Player of the Championships. the National Sports Museum at the MCG 211,000 in 2014. ÆÆ99 home and away matches, plus the Year: Peter Shepard and development of the National Women’s South Australia won its first Division 2 provided two ‘pop up’ displays to celebrate five finals, including 22 matches as Alesha Shepard Key stats in 2015: League model for the 2017 season. grand final with a thumping win over the centenary. curtain-raisers to AFL games. ÆÆWest Australian Volunteer of the ÆÆ597,000 registered participants ÆÆFour matches in regional areas. Year: Rod Atherton (384,000 self-registered online) ÆÆSouth Australian Volunteer of the ÆÆ14,000 online transfers and permits The season culminated in another exciting Year: Jarrod Starkey processed finals series. The NEAFL Grand Final was ÆÆTasmanian Volunteer of the Year: ÆÆ$20.5 million processed through the contested between NT Thunder and TV RATINGS Bill Trethewie payment gateway Aspley in front of a league record of almost MEDIA ÆÆVictorian Volunteer of the Year: 6000 fans at TIO Stadium in Darwin. 345,000 Christine Swinburne NORTH EAST AUSTRALIAN FOOTBALL LEAGUE NT Thunder led by 31 points at the start $2.94M COMBINED METRO & REGIONAL ÆÆVictorian Multicultural Ambassador The North East Australian Football of the last quarter, however, Aspley came EDITORIAL VALUE of the Year: Rob Munro League (NEAFL) continued to grow storming home to level the scores at the Print, Radio & Television: July 22-August 19 as an elite second-tier competition 28-minute mark. In addition, the AFL Merit Awards across the Australian Capital Territory, The Hornets had a chance to win the DAISY continue to recognise two people from Northern Territory, and game with a shot on the siren but it missed each state/territory who have made PEARCE Queensland in 2015. The fifth season of and NT Thunder won by a point. outstanding contributions to the game in KATIE the competition was contested between their local league or club. 11 teams, comprising seven state league BRENNAN The AFL Community website also clubs and four AFL clubs. For the first FEMALE FOOTBALL offers leagues and clubs the opportunity 4 GOALS 30 time in the league’s short history, all to personalise and download AFL The rapid growth of women and girls DISPOSALS teams played each other at least once 12 TOUCHES AWARDED BEST ON GROUND FOR THE volunteer-branded certificates which participating in Australian Football throughout the regular home and away BEST PLAYER FOR THE WESTERN BULLDOGS SECOND TIME they can use to present to volunteers continued in 2015 with 318,880 now competition. as recognition for their contribution playing in competitions or involved in ATTENDANCE THE FIRST SOCIAL MEDIA to our game. Key features/highlights in 2015: programs. A highlight was the 163 new TELEVISED WOMEN’S AFL ÆÆ18 players drafted, including eight female club teams established throughout MATCH IN HISTORY 4202 TWEETS FOOTYWEB mature-age players. the year. There are 629 female club teams USED #AFLWOMENS GAME: JULY 22-AUGUST 19 The AFL’s Footyweb system continues ÆÆSix umpires promoted to the AFL senior throughout the country. 7583 to provide a high-quality service for or . Female participation accounts HIGHEST ATTENDANCE OF ANY V #AFLWOMENSGAME competition management, data repository ÆÆIntroduction of NEAFL App (featuring for 25 per cent of overall participation WOMEN’S EXHIBITION MATCHES WAS TRENDING NUMBER ONE IN and a network of community league and live Champion Data stats) with more and is already meeting the AFL’s ETIHAD STADIUM, SUNDAY, AUGUST 16, 2015 MELBOURNE DURING THE MATCH Western Bulldogs FC 5.6 (36) def. by Melbourne FC 6.4 (40) club websites. than 5500 downloads. 2020 target. *Women’s Mini Draft occurred on Wednesday, July 22 2000 tweets used #AFLWomensGame on match day

AFL ANNUAL REPORT 2015 AFL ANNUAL REPORT 2015 94 GAME AND MARKET DEVELOPMENT 95 COMMUNITY ENGAGEMENT

INDIGENOUS

INDIGENOUS ROUND & DREAMTIME AT THE ’G Indigenous culture and the contribution of Indigenous players are celebrated annually during the AFL’s Indigenous Round. FROM THE HEART The round was launched in Sydney The Flying Boomerangs and featured all 18 AFL clubs wearing perform their war jumpers with special Indigenous designs. cry before a match against the Victorian The AFL and the 18 clubs continued their Multicultural All Stars partnership with Recognise to promote at Punt Rd Oval. the campaign to recognise Indigenous Australians in the Constitution. The focal point of the round was again The Boomerangs program is focused The championships held in the Dreamtime at the ’G game between on four key pillars – communication, Darwin included education sessions PICTURE THIS The 2016 Essendon and Richmond. resilience, decision-making and identity. on topics such as pathway to Multicultural The program also provides exposure excellence and identity. Twenty-five Ambassadors to an elite training environment and of the best-performing participants pose for a selfie at the Flemington leadership skills. The Boomerangs will represent the Woomeras team Community Centre. participated in the NAB AFL Under-16 in the Youth Girls National Championships Championships, competing against the in May 2016. World Team in a two-game series. Puopolo, , Stephen Coniglio, The squad came together in November WOOMERAS MULTICULTURAL Lin Jong, , Jimmy Toumpas, for a high-performance training and The AFL Woomeras Program is a national Patrick Karnezis and James Aish. leadership camp in Victoria where they female Indigenous development program. MULTICULTURAL ROUND The ambassadors work with visited the St Kilda and Collingwood The program symbolises strength and AFL Multicultural Round was held during multicultural communities, schools, football clubs, HMAS Cerberus and played power – launching the girls into their round 19 of the Toyota AFL Premiership community football clubs, government NATIONAL KICKSTART CHAMPIONSHIPS a game against the Victorian Multicultural futures using football to engage and Season to acknowledge and celebrate our and multicultural organisations on The National KickStart Championships All Stars. empower. The Woomeras competed for game’s cultural diversity. specific multicultural projects and were held in Cairns in April with more the second time in the 2015 Youth Girls The theme ‘Many Cultures, One AUSTRALIA POST MULTICULTURAL deliver culture awareness sessions to than 150 under-15 Indigenous players RIO TINTO FOOTY MEANS BUSINESS National Championships and toured Game’ highlighted the community SCHOOLS PROGRAM community clubs and develop the AFL’s representing their state or territory in a In partnership with Rio Tinto, the AFL New Zealand in December. The program engagement initiatives being undertaken multicultural strategy. The Australia Post AFL Multicultural five-day football carnival. recruits 50 young Indigenous men aged 18 enables the participants to be in an by the Australian Football industry and Program continued to grow in 2015 with Each team selected the best 25 to 24 from all over Australia each year to environment where they can work on their acknowledged the increasing number 221 schools and more than 25,000 Indigenous players from their state or participate in an employment and talent football skills, personal development and of players from culturally diverse AUSTRALIA POST AFL MULTICULTURAL students engaged nationally. territory camps based on football ability, program. The squad came together in leadership skills. backgrounds who make up AFL player lists. COMMUNITY AMBASSADORS More than 12,000 people from leadership qualities, school attendance Perth in February and Melbourne in May, The feature of the round included the first The Australia Post AFL Community culturally and linguistically diverse and community involvement. to coincide with Indigenous Round. INDIGENOUS COACHING ACADEMY Multicultural Festival, bi-lingual ground Ambassadors program reached a community backgrounds attended an Players also participated in off-field During the program, participants were The AFL, in conjunction with the AFL markings, in-language broadcasting and record high in 2015, with more than 250 AFL game – many for the first time – and engagement and educational sessions exposed to the routine of a professional Coaches Association, developed an translated Sherrin match footballs. community leaders from a range of cultural more than 1000 multicultural children focused on topics such as identity, AFL player, including high-performance Indigenous Coaching Academy in backgrounds joining the program. participated in a NAB AFL Auskick pathway to excellence and reaching testing, training and conditioning. The 2014 to fast-track and further develop The program aims to connect AFL half-time game. individual and team goals. young men are also introduced to potential Indigenous coaches in the AFL system. representatives with their particular The KickStart Championships are also career opportunities with Rio Tinto and In 2015, the academy featured 15 communities and promote AFL as a the pathway to the Flying Boomerangs. other AFL corporate partners. Indigenous coaches who were engaged AUSTRALIA POST AFL MULTICULTURAL vehicle for engagement and inclusion. in education sessions delivered by the PLAYER AMBASSADORS The program also provides community FLYING BOOMERANGS LEADERSHIP PROGRAM NATIONAL FEMALE KICKSTART AFLCA at the KickStart Championships The AFL and Australia Post Multicultural leaders with an official platform to At the end of the annual AFL KickStart In 2015, the National Female KickStart and the NAB AFL Under-16 Championships Ambassadors are part of the Australia Post become involved in the introduction and Championships, 25 Indigenous players Championships engaged more than 100 respectively. Participants completed Community Inclusion Partnership. The 2015 coordination of AFL-related activities in were selected to participate in the Flying Indigenous females aged 14 to 16 from Level 2 coaching accreditation and spent Ambassadors included , Bachar their communities, as well as opportunities Boomerangs Leadership Program. across the country. a week at an AFL club. Houli, Nick Malceski, David Zaharakis, Paul for professional development.

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AUSTRALIA POST ALL NATIONS CUP In 2015, the five-day camp was held in ÆÆWA’s was selected No. 1 in ÆÆA Sporting Schools Program was In 2015, six multicultural teams Melbourne during the Toyota AFL Grand the AFL Women’s Draft, one of three implemented in Terms 3 and 4 after a representing all states and territories Final Week and involved mentoring WA players chosen in the top five. pilot program ran in Terms 1 and 2. More competed in the All Nations Cup held in from , as well as education ÆÆPerth Stadium Management won the than 11,000 participants were reached. Cairns from April 10-15. To be eligible for and leadership sessions encouraging Australian Institute of Management ÆÆEight Female Level 0 Coaching courses the All Nations Cup squad, players must participants to engage in their local WA’s 2015 Pinnacle Award for Customer were held which were attended by a have been born overseas and come from communities and promote cultural and Service Excellence. total of 240 females. The program led a non-English-speaking background. The social inclusion. The Bachar Houli ÆÆFour AFL finals were hosted at to an all-female Level 1 Coaching Course, best-performing multicultural players Academy was expanded into New Domain Stadium. attended by 25 females at Arden St. from across all teams were selected for South Wales in conjunction with the ÆÆWA Football Commission in partnership ÆÆAccess All Abilities (AAA) Auskick the World Team which competed in the GWS Giants and engaged 20 participants with the Department of Sport and Strategy implemented with 12 AAA NAB AFL Under-16 Championships and was from Western Sydney. Recreation delivered on a Multicultural Auskick centres up and running. coached by . Mohammed Mohammed and Musa School Program which reached ÆÆHosted the AFL National Inclusion Amin were joint winners of the Bachar more than 10,000 participants Carnival that won the Victorian BACHAR HOULI PROGRAM Houli Medal, presented to the best and and 100 schools. Governments Community Sporting Developed by the Australia Post AFL fairest player within the academy who ÆÆWA Football Commission in FINALS TENSION Event of the Year award. Leongatha coach Beau Vernon Multicultural Program and Richmond displayed leadership on and off the field. partnership with the Department of ÆÆNew region development structure and his coaching panel watch player Bachar Houli, the program provides the Attorney General, Department the Gippsland League Grand implemented in western and Islamic-based schools and students with of Aboriginal Affairs and the WA Final against Traralgon at the north-west Melbourne with support an opportunity to play AFL. The program is AROUND THE REGIONS Police Department delivered on the Traralgon Recreation Reserve. from the Essendon District FL, Riddell supported by the Federal Government and Nightfields program that used football District FNL and the Western Region FL. comprises the following: as a vehicle to reconnect more than ÆÆConducted five Regional Diversity TAC WESTERN AUSTRALIA ÆÆThe Giants had their best season on VICTORIA 500 disengaged and at-risk youth. Cup squads with 128 multicultural and ÆÆOverall football the field by some stretch, winning ÆÆTotal participation BACHAR HOULI CUP indigenous youth participating. participation in WA 11 games to finish just outside the numbers reached The Bachar Houli Cup gives Islamic Schools NSW/ACT ÆÆThe V/Line Cup was taken outside increased by nine per top eight. The Swans continued to 382,137, with female the opportunity to play Australian Football ÆÆ2015 started with an Melbourne for the first time, travelling cent to 224,842. be one of the most consistent clubs club participation against other schools in a friendly, fun and unprecedented six to the Gippsland region. The ÆÆFemale football participation increased in the AFL, sitting fourth at the end growing by 27 per cent with 63 new safe environment. NAB Challenge games tournament, which included a youth by 23.5 per cent to 49,087. of the home and away season and female teams established. In 2015, the Bachar Houli Cup was held in NSW/ACT, including girls component, had a total economic ÆÆWA Auskick participation increased by progressing to the second week of ÆÆYouth Girls participation increased to in Victoria, New South Wales, Queensland a sold-out Richmond and Port Adelaide benefit to the region of more than 23 per cent to 39,659 – the largest in the finals. 36 per cent, the largest influx of players and Western Australia, with the aim of clash in Albury and the first AFL ‘Pride $2.3 million. any state or territory. ÆÆFemale football went from strength achieved, with 842 new participants encouraging Islamic students to make Game’ between the and ÆÆLaunch of two Diversity Umpiring ÆÆSubiaco won back-to-back to strength with a successful and new competitions in AFL North the transition from school football Fremantle at . Academies at the Australian WAFL premierships. National Youth Girls campaign, East Border, Mornington Peninsula JFL, into community clubs, and provides an ÆÆThe GWS Giants sold out a game for the International Academy in Coburg linked ÆÆPerth’s Aidan Tropiano won the a significant number of new female Eastern FL and Woorineen. opportunity to be selected into the Bachar first time, drawing more than 12,000 to to Essendon District Football League Sandover Medal. teams in community competitions ÆÆThe 2015 NAB AFL Draft was another Houli Leadership Academy. their clash with Geelong in Canberra. and schools in Shepparton linked to the ÆÆWA players finished top three in the and a landmark women’s state successful outing for TAC Cup and ÆÆThe Giants hosted their biggest Goulburn Valley Umpire’s Association, NAB AFL Rising Star Award. game between NSW and Queensland VFL players with 54 picked up through BACHAR HOULI LEADERSHIP ACADEMY Sydney crowd when almost 20,000 with a total of 33 students participating ÆÆWA’s state women’s team became the at Blacktown, which will be the Victorian talent pathway. The TAC The Bachar Houli Leadership Academy is a streamed into Spotless Stadium to and umpiring on weekends. first side to defeat Victoria in senior remembered for Lael Kassem’s Cup produced 46 draftees (36 National high-performance football talent camp for watch the round 21 clash against the ÆÆAll-female umpiring panel appointed women’s football. amazing running goal, which lit Draft and 10 Rookie Draft) and the VFL emerging junior players aged 14-17 who are Sydney Swans. to a TAC Cup game – an innovation ÆÆEight WAFL players were selected up the internet. produced eight (four National Draft and from an Islamic background. The academy that is being mirrored at community in the NAB AFL Draft. ÆÆNSW’s Maddy Collier was drafted by four Rookie Draft). This represents 52 aims to fast-track the participants’ league level. the Western Bulldogs, along with per cent of new talent on to the primary football development and provides ÆÆCompleted a Regional Facilities Strategy Canberra’s Heather Anderson. list of AFL clubs. genuine pathways for them to pursue in partnership with AFL Barwon and ÆÆA number of Australian Football ÆÆAFL Victoria’s Equalisation Working football at an elite level. the five councils in the Geelong region. grounds received upgrades, including party released the Community Club Similar regional strategies were started Phillip Oval in Canberra, Waratah Park Sustainability Program, which included in the west of Melbourne and in the AFL in Sutherland and Gore Hill Oval on a state-wide Players Points System Goldfields region. Sydney’s North Shore. and Policy. ÆÆA range of mutually beneficial ÆÆOverall participation grew to more ÆÆThe TAC extended its partnership as a government partnerships have been than 215,000 – a spike of around major sponsor of AFL Victoria, which will developed with agencies such as Sport five per cent. This included growth take its naming rights partnership of the and Recreation Victoria, VicHealth, of six per cent in key segments: club TAC Cup into its 27th consecutive year. VicSport as well as with local football, club Auskick, AFL 9s and ÆÆPeter Jackson extended its partnership government authorities. An example female football. as the naming rights sponsor of the VFL of these is the $650,000 investment ÆÆNSW/ACT enjoyed unprecedented until the end of the 2018 season, which secured from VicHealth to fully launch, WORDS OF INSPIRATION success at the 2015 NAB AFL Draft, with will see it continue to be the naming Richmond star Bachar Houli implement and evaluate AFL Active eight players primary-listed, including rights sponsor of the state competition addresses participants at across Victoria. the Bachar Houli Cup four in the top 20 picks. for eight consecutive years. at Punt Rd Oval.

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NORTHERN TERRITORY ÆÆQueensland boundary umpire Gareth Villers-Bretonneux, followed by the NEW BREED ÆÆ Total participation Hughes and goal umpire Alastair The next generation of AFL stars dawn service, over the Anzac weekend. grew by seven per Meldrum were added to the AFL came together for the NAB AFL ÆÆCroatia hosted the Euro Cup, the only cent to reach 38,258. umpires list and field umpire Alex Under-18 Championships. fully indigenous tournament, where ÆÆAFL 9s participation Whetton was rookie-listed. Europeans compete for the title of increased by 16 per cent with the ÆÆDean Warren started as AFL Euro Cup champion. Eighteen teams social game helping introduce the Queensland Chief Executive Officer. took part, including The Peace Team, sport to Territorians. ÆÆSix Queensland players were drafted consisting of Israelis and Palestinians, ÆÆThere were 10,374 footballers playing in and played in the AFL women’s who are the newest associate members community competitions, with growth exhibition matches. of AFL Europe. in accredited coaches and umpires. ÆÆA NEAFL representative team defeated ÆÆThe third match played outside Australia ÆÆThe NT Thunder captured their second the Tasmania State League at for premiership points was held when North East Australian Football League Brisbane’s Moreton Bay Central St Kilda took on Carlton in Wellington, premiership since 2009 after defeating Sports Complex. New Zealand, on Anzac Day. Aspley by one point in front of 6000 ÆÆLabrador won its first QAFL ÆÆThe NAB AFL Academy Level 1 squad fans at Darwin’s TIO Stadium. premiership, defeating 2014 toured New Zealand for the fourth time ÆÆThe Michael Long Learning and champion Morningside. in April and played a match against Leadership Centre opened in March, ÆÆThe Coorparoo women’s team won its the New Zealand Hawks at Westpac with the education program helping third consecutive QWAFL Grand Final. Stadium in Wellington. children from remote communities STRONG HANDS ÆÆThe first under-14 Female ÆÆGiovanni Mountain-Silbery, Barclay New South Wales and Queensland across the Northern Territory. clashed in a landmark women’s State Championships were Miller and Joe Baker-Thomas were ÆÆTwo more Territorians found AFL state game at Blacktown. held at Maroochydore. awarded international scholarships homes with being TASMANIA ÆÆNorth Launceston Bombers won with St Kilda. New Zealander Kurt selected with pick No. 15 by SOUTH AUSTRALIA ÆÆCelebrated 150 back-to-back Tasmanian State Heatherley was added to Hawthorn’s ÆÆThe Queensland Female Football Richmond in the NAB AFL Draft and ÆÆAustralian Football years of Australian League premierships. primary list and Shem-Kalvin Tatupu Strategy (2016-18) was published. taken with pick No. 34 in participants in South Football in ÆÆPaddy Martin and Matthew Richardson became an international rookie. ÆÆThe state’s first Access All Abilities the Rookie Draft by Fremantle. Australia increased Tasmania. elevated to Icon status in the ÆÆThe AFL Indigenous under-18 women’s Auskick centre was established at ÆÆDarwin’s TIO Stadium hosted a by eight per cent to a ÆÆFirst AFL Commission meeting held Tasmanian Football Hall of Fame (and team, the Woomeras, conducted an Aspley FC. successful Toyota AFL Premiership total of 142,291. This included in in August with Commission Tasmania’s Sporting Hall of Fame). inaugural 10-day New Zealand tour ÆÆBrisbane Lions star Dayne Beams Season match between Melbourne a three per cent rise in Auskick Chairman Mike Fitzpatrick and ÆÆFormer Tasmanian football product in December. The squad played two was named Queensland Disability and the . Earlier participants to ensure SA reached Premier of Tasmania Will Hodgman Brendon Bolton appointed as coach matches against the New Zealand Kahus. Inclusion Ambassador. in the season, the Demons played a total of more than 8000 Auskickers announcing a joint commitment to of Carlton. ÆÆTVNZ announced a new AFL broadcast ÆÆ47 new female community teams Port Adelaide at TIO in for the first time. assess Tasmania’s game and market ÆÆStrengthened ties with AFL deal for New Zealand. The inaugural were formed. Alice Springs. ÆÆMore than 200 young females were development investment requirements Victoria and continued to explore youth competitions started in ÆÆAFL Queensland became the first introduced to Australian Football – from AFL Auskick through to partnership opportunities. Wellington and Auckland, incorporating state affiliate to map all its facilities QUEENSLAND through the introduction of the Tasmania’s future role in the AFL female competition. and participation using a GIS ÆÆTotal participation inaugural SANFL Girls Competition. national competition. ÆÆSt Kilda held a community camp in computer interface to improve INTERNATIONAL reached 205,135 ÆÆAll eight SANFL clubs fielded a team at ÆÆAFL Tasmania headquarters moved three New Zealand cities – Auckland, strategic planning. ÆÆParticipation totalled – a 20.12 per cent under-14 and under-16 level, the first time from North Hobart Oval to Wellington and Christchurch. ÆÆMore than $40 million worth of more than 140,000 increase on 2014. a female competition has had every team Blundstone Arena, Bellerive (Cricket ÆÆThe South Pacific regions had 63,000 infrastructure projects were completed. people in programs ÆÆQueensland continues to have the represented at state league level. Tasmania and AFL Tasmania sharing participants. There were 63 Level 0 ÆÆAustralia’s first AFL Diversity and competitions, with highest school participation, with ÆÆWest Adelaide won its first SANFL the same reception area and new and 30 Level 1 coaches accredited in Academy was announced, based another 60,000 attending 150,614 primary and secondary premiership in 32 years, defeating administration building). the region. South Pacific conducted a at Inala in Brisbane’s multicultural promotional activities. students engaged in programs and Woodville-West Torrens at Adelaide ÆÆAustralian Amateur Football Council talent camp in Brisbane and competed western suburbs. ÆÆThe 18th USAFL National competitions during 2015. Oval in front of the largest state league National Carnival held in Hobart in the Queensland Under-16 State ÆÆAFL Queensland, the Championships were held in Austin, ÆÆMore than 5100 fans attended a NAB crowd in 2015. during July. Championships in May. The Nauru Stars and the delivered Texas, in October with 45 teams Challenge match between the Gold ÆÆEleven South Australians were selected ÆÆAFL Masters national carnival held in were champions in the Oceania Cup community camps in Mackay, the competing across six divisions. Coast Suns and Geelong in . in the 2015 NAB AFL Draft, two more Launceston and Hobart. held in December for under-15 boys. Sunshine Coast and Wide Bay. ÆÆIn Europe, the annual Fitzpatrick Cup, ÆÆA 55-member Youth Girls Academy and than in 2014. Sixteen South Australians ÆÆ2015 was the first full year operating ÆÆThe NAB AFL Academy Level 2 ÆÆFemale participation rose 37.96 per named after the AFL Commission 40-member Women’s Talent Academy were chosen in the NAB AFL Draft and under a new community football conducted a high-performance cent to 67,238. Chairman, bringing together men and were established. Rookie Draft, including seven from governance structure, the Tasmanian training camp at the IMG Academy ÆÆThe AFL Queensland Junior Football women from universities, was held at ÆÆFour Queenslanders were selected in regional areas. Football Council. in the United Sates in January. Department was established to the University of Birmingham. the 2015 NAB AFL Draft and a further ÆÆSANFL field umpire Craig Fleer ÆÆOverall football participation in Tasmania ÆÆInternational Combines were held in administer the Brisbane, Gold Coast ÆÆThe first of two inaugural AFL Europe seven picked up in the Rookie Draft. was elevated to the AFL’s senior increased by 6.5 per cent to 39,684. Dublin, Los Angeles and Wellington. and Sunshine Coast junior leagues events took place in March, kicking ÆÆThe Queensland All Nations team won umpiring list. It is the first time the ÆÆFour Tasmanians drafted to the ÆÆThere are 16 internationals on AFL lists. and provide support to junior off with a Champions League the National Diversity Championship. SANFL has had four field umpires on AFL (best in the nation on a per The additions were Matt Korcheck affiliate leagues in the Darling (nine-a-side tournament) inviting the ÆÆHistory was made with Queensland the AFL senior umpiring list, with Fleer capita basis). (USA/Carlton), Colin O’Riordan Downs, Northern Rivers, Wide league premiers from 22 countries. winning Division 2 titles in the NAB AFL joining Justin Schmitt, Sam Hay and ÆÆAFL Tasmania included ‘Create a (Ireland/Sydney) and Conor Glass Bay, Mackay, Capricornia, ÆÆThe seventh annual Anzac Cup Under-16 and Under-18 Championships Curtis Deboy. Gender Equity & Inclusive Culture’ (Ireland/Hawthorn). Townsville and Cairns. saw Australia taking on France in for the first time. as a core strategic plan priority.

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Indigenous Round. It was also provided are Aboriginal and Torres Strait Islander STANDING PROUD Sydney Swans stars and to AFL broadcast partners and young people. featured in a television COMMUNITY Channel Seven who played it in the AFL SportsReady works closely with commercial for the Recognise campaign. lead-up to and during Indigenous Round. employers to deliver traineeships, with The AFL’s support led to a significant partners including NAB, ANZ, Westpac, PARTNERS boost in awareness of the campaign, CBA, Australia Post, Telstra, the AFL, with more than 14,400 Australians signing AFL clubs and associations and schools. up as supporters. Through ArtsReady, and supported by the Australian Government, traineeships COMMITMENT TO COMMUNITY are now being provided through arts The AFL can make a significant positive AFL SPORTSREADY and creative organisations such as the change to the lives of individuals and to Australian Ballet, Regional Arts NSW Now in its 21st year of operation, AFL the strength of our communities. and the National Gallery of Victoria. SportsReady continues to support the As Australia’s No. 1 sport, we care Now, as a provider of education, development needs of AFL players and about our connection with people and AFL SportsReady offers trainees the industry’s entry level employment communities, and we have a responsibility certificate and diploma courses which requirements. The organisation continues to to deliver positive social outcomes back to have a focus on sport and recreation, expand its footprint across the country with the communities in which we operate. fitness, business and management. In record numbers of trainees and students. 2015, more than 1000 students started In 2014-15, AFL SportsReady worked with SportsReady Education. with the AFL industry to provide 245 AFL SportsReady has partnerships RECOGNISE traineeships to young Australian, with universities in every state The 2015 Toyota AFL premiership Season whether they be full-time, part-time (La Trobe University, Griffith University, marked 20 years since the AFL declared or school-based. This includes the the University of Technology Sydney, there was no place for racism in football provision of trainees to state leagues University of Canberra, Curtin University, and the League adopted its own racial and AFL clubs. Flinders University and the University vilification code. Eight current and former AFL of Tasmania). These partnerships give Two decades later, the League is SportsReady trainees were selected for SportsReady Education students who now part of the movement of Australians the 2015 National Women’s Exhibition complete a Certificate IV or diploma who say there is no place for race Clash and five trainees were selected qualification an opportunity to gain discrimination in the nation’s rule book in the 2015 NAB AFL Draft. direct entry and in some cases a credit either and who know it’s time to recognise AFL SportsReady continues to towards a degree. the first Australians. provide player education with players In 2015, AFL SportsReady released its The AFL is proud to have an ongoing such as , Scott first Reconciliation Action Plan creating partnership with the Recognise campaign, Pendlebury and leaders for cultural change, awareness which supports and focuses on the push studying a diploma of management. and respect, along with a number of to recognise Aboriginal and Torres Strait In total, more then 250 players from all initiatives to help Close the Gap. AFL Islander peoples in Australia’s constitution AFL clubs have studied with SportsReady SportsReady provides opportunities and and to ensure there’s no place for racial Education, with many participating in support to help Aboriginal and Torres discrimination in it. the Football Induction Program and Strait Islander young people to overcome In Indigenous Round, held during Next Goal programs. barriers through the delivery of tailored National Reconciliation Week, the AFL AFL SportsReady has developed and educational programs, employment celebrated the contributions and sheer delivered an entire suite of new services opportunities, mentoring, gatherings excellence of our country’s Indigenous to meet the needs of the AFL industry – and cultural awareness training. players and Australia’s Indigenous heritage. including players, coaches, umpires and We recalled the outstanding Indigenous football administrators at the elite level players of the past who were trailblazers through to coaches, volunteers and players and recognised the brilliance, talent and at the state league and junior levels. LADDER skill of the current generation of Aboriginal Programs are developed and provided The AFL continued to support Ladder, and Torres Strait Islander players. via partnerships between AFL SportsReady which was established in conjunction The campaign’s R symbol was painted and the AFL or the AFL Players Association with the AFL Players’ Association in 2007 in the middle of each AFL venue during to ensure tailored, relevant programs that to youth homelessness. Indigenous Round. Sydney Swans star will benefit players and the industry and Ladder believes a young person’s and former Australian of the Year Adam grow the game. experience with homelessness should Goodes, (Richmond), Aside from the AFL industry, AFL not define their life, a belief that is also (Geelong), Brett Goodes SportsReady continues to assist with supported by the AFL. (Western Bulldogs), Peter Burgoyne (Port education and employment outside of Ladder works with young people who Adelaide) and Jobe Watson (Essendon) football, with almost 700 young people have experienced homelessness to help featured in a television commercial which supported into traineeships in 2015. them break the cycle of homelessness was played at all nine matches during More than one third of these trainees and reach their potential.

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ON SONG Greater Western Sydney made giant strides in 2015, winning 11 games and finishing just outside the final eight.

Every player participating in an AFL related to violence against women REACH – regardless of race, gender, sexuality, ÆÆSupported the AFLPA in the The role of the Advisory Group is home and away match donates $25 of within our organisation and across our religion or culture. IDAHOT campaign. to assist with the development and his match fee to Ladder. This year these affiliated members, partners and the SCHOLARSHIP FUND To this end, the AFL has committed to a ÆÆSupported and helped publicise implementation of the Pride in Sport Index. donations raised more than $217,000 broader community. range of initiatives to develop a welcoming a Pride match in the Yarra Valley The Index is a joint initiative of Pride in The AFL and the Reach Foundation and the AFL made a matching donation, The $250,000 three-year partnership environment for LGBTI athletes, Mountain District Football League Diversity, a not-for-profit workplace diversity together established the Jim Stynes resulting in a total contribution of more will see the AFL ensure violence against administrators, coaches and spectators. between Yarra Glenn and Warburton. support organisation, the Australian Human Scholarship Fund in 2011 in honour of than $382,000. women policies are up to date and ÆÆAnnounced the first AFL Pride match Rights Commission, the Australian Sports former Melbourne president and Brownlow In 2015, the AFL was involved in the In the past financial year, supported by all staff, and allow the AFL’s during the 2016 home and away season Commission and the Bingham Cup. medallist, the late Jim Stynes. following initiatives: Ladder provided around 6800 hours Respectful Relationships program to be will be played between St Kilda and the It will be used as a benchmarking tool As part of a partnership with the ÆÆThe AFL joined three other national of direct service to young people, delivered face-to-face with a focus on Sydney Swans. to measure LGBTI diversity and inclusion AFL, the Federal Government has football codes on a float in the Sydney including health, wellbeing and fitness community leagues. within national sporting organisations. provided $3 million to establish the Mardi Gras Parade. The AFL is also a member of the sessions, skills training, mentoring and It will also support the development scholarship fund to help disadvantaged ÆÆHosted a Pride match during the NAB Pride in Sport Advisory Group, with one-on-one support. of resources that promote the prevention people pursue their sporting dreams and Challenge between the Sydney Swans representatives from basketball, golf, Past and present AFL footballers are of violence against women to be SUPPORT FOR CLUBS AND PARTNERS reach their potential. and Fremantle at Drummoyne Oval. swimming, water polo, the NRL, Cricket involved as volunteers, ambassadors distributed through the AFL’s media The scholarships recognise Stynes’ ÆÆSupported the launch of Essendon’s Australia, the Australian Rugby Union The AFL also offers support to the and mentors, which provides young platforms and club networks at the contribution as an outstanding footballer, Purple Bombers supporter group. and the FFA. programs and commitments of our clubs people with guidance, support and community and elite level. administrator, philanthropist, charity and partners. encouragement to find a way out of the Football clubs at all levels bring worker and writer. Highlights in 2015 included the Big debilitating cycle of homelessness. together large numbers of people In 2015, the AFL and Reach awarded 37 Freeze at the ’G, supported by the AFL and Ladder is also the official charity and play a significant role in promoting scholarships with a value of up to $20,000. broadcasters, to help increase awareness partner of the Toyota AFL Finals Series. safe, inclusive and welcoming Number 37 was Stynes’ original number about Motor Neurone Disease, and raise environments for all, while continuing when he joined Melbourne. more than $2.2 million for research. to increase the participation opportunities Recipients received funding towards The AFL also supported the Breast for females that will help eliminate OUR WATCH football, travel and education expenses. Cancer Network of Australia game, and gender-based discrimination and Our Watch was established to drive the White Ribbon Cup, hosted by violence-supportive attitudes. nation-wide change in the culture, our clubs. The AFL is committed to supporting behaviours and attitudes that lead to For the first time, the AFL also Our Watch and using football as a COMMITMENT TO DIVERSITY violence against women and children. supported the Children’s Cancer vehicle to address gender inequality, The AFL’s aim is to be truly national and WORTHY CAUSE Through the Our Watch Sports The AFL supported the Million Dollar Foundation Million Dollar Lunch at Crown, sexism and cultures that trivialise and truly representative, and part of this Engagement Program, the AFL will Lunch which raised more than which delivered an incredible $2 million in perpetuate violence against women and commitment is to be a workplace and $2 million for children’s cancer research. strive to increase awareness of issues funding for research into children’s cancer. their children. code that is a welcoming environment

AFL ANNUAL REPORT 2015 AFL ANNUAL REPORT 2015