GAME AND MARKET DEVELOPMENT SIMON LETHLEAN GENERAL MANAGER The AFL’s Game and Market Development Team is responsible for growing and developing Australian Football 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 Melbourne 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 Western Bulldogs 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 Australia 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. AFL ANNUAL REPORT 2015 AFL ANNUAL REPORT 2015 86 GAME AND MARKET DEVELOPMENT 87 partner the National Australia Bank for ÆÆMore than 2000 teachers attended >Æ37 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 >Æ72 schools buy playing guernseys. program, NAB continues to ‘Footify’ and seminars, with the AFL assisting >Æ78 schools buy AFL 9s kits. Australia; genuinely growing the game in covering the teacher relief costs for >Æ6000 AFL footballs distributed at a grassroots level and supporting those who attended. to schools. tomorrow’s stars. ÆÆThe Woolworths AFL Schools Grants >ÆThe 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 >ÆMore 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 >Æ44 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 number 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).