GIRL POWER was one of the stars of the female Exhibition Game at Etihad Stadium. Ñ

PEOPLE, CUSTOMER & COMMUNITY DOROTHY HISGROVE GENERAL MANAGER — People, Customer & Community 88 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 89

BUILDING A HIGH- PLAY T0 PLAY PERFORMANCE CULTURE This year, we have also focused on building high performance WIN FAIR through the implementation of a more robust performance PEOPLE, AFL VALUES AFL VALUES management process and remuneration framework. The new performance management process includes ensuring 100 per cent of our employees have a performance scorecard to clearly articulate PLAY WITH PLAY AS ONE CUSTOMER & agreed targets and stretch targets. It is expected that progress is regularly measured and monitored PASSION TEAM throughout the year with formal reviews at mid-year and end of year. AFL VALUES AFL VALUES Our values have also been incorporated to ensure an COMMUNITY equal focus on both ‘the what’ (achievement of objectives) PLAY AS ONE TEAM and ‘the how’ (behaviours). Implementation of our new REFRESHING OUR VALUES We work as one team because together The AFL’s investment in developing the game remuneration framework has After starting in the role of CEO in June we achieve better outcomes. We bring also promoted clearer job levels, last year, Gillon McLachlan embarked on out the best in each other by embracing improved internal consistency refreshing our values to help take us our diverse range of ideas, skills and reaped rewards in 2014 with participation and more competitive pay for our to our next stage of success. backgrounds to achieve individual and people compared to the market. All employees actively contributed shared success. We celebrate our wins We have also invested to the refresh of the values through and always have each other’s back. passing the one million mark for the first time. in technology with the participation in a culture survey Our new values will be embedded implementation of a new Human DOROTHY HISGROVE and a series of workshops. in everything we do, becoming core Resource Information System GENERAL MANAGER — People, Customer & Community This high level of engagement ensured to how we do things at the AFL – (HRIS) to promote employee and we created values that reflected what how we make decisions and how manager self-service. is important to our people and what we we work together. want to stand for as an organisation. DEVELOPING CAPABILITY t the AFL, our success is Our new values are: Our values have also been dependent on having highly BOOSTING ENGAGEMENT This year we have introduced talented, engaged people In June this year, we conducted ‘the vibe’, PLAY TO WIN My Development – our new Individual incorporated to ensure an from diverse backgrounds our employee engagement survey to We rise to every challenge and do what Development Planning Program. equal focus on both ‘the what’ who are passionate about understand what our employees think we say we will do – we own the outcome. The new program is designed to our extraordinary fans and feel about working at the AFL. We thrive on pushing the boundaries support the ongoing learning and (achievement of objectives) Aand our extraordinary game. Overall we achieved an engagement beyond what we have done before to development of our people with a primary and ‘the how’ (behaviours). During the past 12 months, life result of 72.3 per cent – a positive achieve the extraordinary for our people, focus on excelling in their current role to at the AFL has positively transformed increase from the previous year. fans, partners and the community. achieve their objectives, as set out in their for our workforce of 650 people. Our employees told us they have performance scorecards. POSITIVE CULTURE We have invested significantly in uplifting seen progress made since the previous PLAY FAIR The program is employee owned and New AFL CEO Gillon McLachlan engagement, refreshing our values, year’s survey. Specifically, they feel Respect, integrity, honesty, empathy led and based on the 70:20:10 blended Ò developing capability and embedding more informed, see a stronger focus and a great work ethic earns us the learning model: a high-performance culture. on performance and accountability right to play. ÆÆOn-the-job learning and value the investment made (70 per cent). in building their capability. PLAY WITH PASSION ÆÆLearning through others Ensuring our people are Ensuring our people are engaged We love what we do. Passion, energy, (20 per cent). is of critical importance to our business fun and perseverance is at the heart of ÆÆFormal learning engaged is of critical in which we will continue to make our sport and is what drives how we work. (10 per cent). importance to our business improvements in the year ahead. Ò 90 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 91

JILL LINDSAY SCHOLARSHIP STUDY COURSE Fremantle CEO Emily Buysen from the North Steve Rosich was GAME Football Club was awarded the 2014 the recipient of the Graeme Samuel Jill Lindsay Scholarship. Scholarship. Ò Jill Lindsay was the AFL’s DEVELOPMENT longest-serving employee, having Participation in Australian Football completed 41 years at the AFL in various surpassed one million for the first time roles, including VFL Park match-day in 2014 to reach 1,017,835 with 8.5 per cent manager and VFL membership manager growth across all program areas. This result before being appointed grounds is a credit to the extensive volunteer and operations manager in 1991. On February 7, development network that is dedicated 2011, Jill passed away after losing her battle to providing opportunities for all people with cancer. to participate in the game through clear In recognition of her outstanding pathways and program offerings. service, the AFL Commission created Our strategy to engage with students the annual Jill Lindsay Scholarship at school has again driven the majority to be awarded to the female graduate of growth while AFL 9s continues to attract with the most potential to come those not participating in other forms through the AFL SportsReady program. of the game. Pleasingly, club football The scholarship provides $20,000 of international chartered accounting has grown three per cent off a large base to assist further education. GRAEME SAMUEL firm Deloitte Touche Tohmatsu, with a significant component of that Emily is the Membership Manager specialising in strategic planning being junior and youth girls footballers. with the North . SCHOLARSHIP and equity capital raisings. NAB AFL Auskick, the cornerstone of Before joining the Kangaroos, she was ’s Chief Executive He holds a Bachelor of Business degree our introductory participation pathway, the Consumer Communications Manager Officer Steve Rosich was awarded the 2014 from the University of Western experienced a resurgence in 2014 with at the for two years. Graeme Samuel Scholarship. and is a chartered accountant. three per cent growth taking it to over Emily completed her AFL SportsReady The Graeme Samuel Scholarship The scholarship has been awarded 178,000 participants across the country. traineeship in 2005 and went on to provides the recipient with $20,000 for by the AFL Commission since 2003 Growth was experienced in a majority complete a Certificate in Public Relations use towards a study course and is awarded in recognition of Graeme Samuel’s of states and, importantly, participation at RMIT and a Diploma in Management to a senior manager within the football contribution to the game. Samuel was one grew by 14 per cent in the non-traditional at University. industry who is working specifically in of the original AFL Commissioners when markets of and seven per The Jill Lindsay Scholarship will help the areas of business or administration. it was formed in 1984. He resigned from cent in . The heartland her complete a Masters in Marketing Rosich has been Chief Executive the AFL Commission in 2003 to take up markets of Victoria (nine per cent) and at Victoria University and she also has Officer of Fremantle since July 2008, the position of Chairman of the Australian Western Australia (11 per cent) also grew interest in the Disney management leading the club through a significant Consumer and Competition Commission. off already large participant bases. training program in the United States. period of strategic change on and off Over two decades, he played an Complementing our participation growth AFL SportsReady provides a laptop the field since his appointment, including invaluable role in the strategic direction was the engagement of 1.5 million students to assist her with her studies. the re-branding of the club in 2010 and the of the AFL competition and Australian involved in promotional, educational or Leading Australian women’s fashion development of a new elite training and Football in general. skill development clinics. Our ongoing brand Perri Cutten kindly made available administration facility at Cockburn Central Previous recipients of the Graeme challenge and focus is to continue to convert a voucher to the value of $750, while West, which is due for completion in 2017. Samuel Scholarship have included: participant growth at the school and entry Andi Pert, an HR consultant specialising During Rosich’s tenure, Fremantle has ÆÆTrevor Nisbett, CEO, West Coast Eagles FC. level into community club participation. in leadership development and executive posted consecutive record membership ÆÆSteven Trigg, then CEO, Adelaide FC, coaching, will mentor Emily for 12 months. figures in each of the past four years and now CEO, Carlton FC. HIGHLIGHTS FROM 2014 INCLUDE achieved above-budgeted profit in each ÆÆGeoff Walsh, then CEO of North Total participation of 1,017,835 comprising: of the past five years. On field, the club, Melbourne FC, former Director of ÆÆ NAB AFL Auskick – 178,552 under senior coach , played in Football, Collingwood FC and now (up 3.5 per cent). consecutive Toyota AFL Finals Series for Director of Football, North Melbourne FC. ÆÆ Club football – 331,304 (up 3.1 per cent). the first time in its history in 2012 and 2013, ÆÆRob Threlfall, General Manager, ÆÆ School football – 457,427 culminating in the club’s first Toyota AFL Finance & Administration, Geelong FC. (up 13.6 per cent). Grand Final appearance last year. ÆÆJustin Reeves, then Director of Commercial ÆÆ AFL 9s – 50,552 (up 21.3 per cent). Before moving into the CEO role in Operations, Collingwood FC and now July 2008, Rosich was General Manager Other highlights: Chief Commercial Officer, Geelong FC. of Commercial Operations at Fremantle ÆÆ15 per cent growth in female ÆÆSimon Garlick, then CEO, Western for four-and-a-half years and before that participants to 194,966. Bulldogs FC. held the position of Business Operations ATTRACTING NEW FANS ÆÆ10 per cent growth across ÆÆAndrew Travis, then Chief Operating Schools programs and AFL 9s have Manager with the West Coast Eagles. Queensland and New South Wales. Officer, , now Chief played a big part in participation Rosich previously was the Associate growth levels across Australia. Ö ÆÆEight per cent growth in Executive Officer of the Suns. Director in the Corporate Advisory arm traditional markets. 92 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 93

2013 2014 EXPERIENCE OF A LIFETIME NAB AFL Auskick was Total Participants by State Total Junior Participants by State Total Youth Participants by State fun for all, including 300,000 50,000 60,000 NAB Auskicker of the Year Lochie Sunderland, who joined NAB Rising 250,000 50,000 40,000 Star Lewis Taylor in the AFL Grand 200,000 40,000 Final parade. Ò 30,000

150,000 30,000

20,000 100,000 20,000

10,000 50,000 10,000

0 0 0 NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA

Total Senior Participants by State Total Veteran Participants by State Total Club Participants

50,000 3500 150,000

3000 40,000 120,000 2500

30,000 90,000 2000

1500 20,000 60,000

1000 10,000 30,000 500

0 0 0 NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA During the first weekend of the 2014 Lochie Sunderland from Newcastle was Total Dedicated Female Comp Participants Total Social Football Participants Total NAB AFL Auskick Participants Toyota AFL Finals series, seven remarkable named the 2014 NAB AFL Auskicker of Year, NAB AFL AUSKICK NAB AFL Auskick volunteers (Melissa the first winner of this award from NSW. 60000 15,000 60,000 Fowler (Vic), Rick Norder (Qld), Craig Perry One of the highlights of the 2014 The NAB AFL Auskick program continues 50000 50,000 (Tas), David Rose (SA), Troy Bennet (WA), campaign was being named the best 12,000 to provide an introduction to Australian Marelle Sharpe (NSW/ACT) and Louella national school-aged activity for the Football for our youngest participants 40000 40,000 Pettit (NT) were rewarded by NAB with a second year in a row at the What’s on 4 9000 and their families. A total of 178,552 trip to Melbourne and a money-can’t-buy Juniors Awards. 30000 30,000 children participated in the program in AFL experience. Each winner (and a guest) The AFL would like to thank all 6000 2014 at 2800 centres around the country. was treated to an exclusive workshop the volunteers, participants and 20000 20,000 In addition more than 23,500 NAB AFL and tour of AFL House with AFL legend families who make the program what 3000 Auskick participants were able to have 10000 10,000 Shane Crawford and AFL General Manager it is and acknowledges our program the experience of a lifetime and play at of Football Operations Mark Evans. partner, the National Australia Bank, an official AFL venue on game-day as 0 0 0 The group was also VIP guests for the tremendous support it provides. NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA part of the grid game program. at the AFL official function for the Through support of the NAB AFL Auskick The value of NAB AFL Auskick is in the first elimination final between North program, NAB continues to ‘Footify’ Total Primary School Participants Total Secondary School Participants Total School Participants sequentially developed coaching and match Melbourne and Essendon. Each of the Australia, genuinely growing the game program that allows boys and girls to learn 80,000 40,000 120,000 seven winners was selected for their at a grassroots level and supporting about the game in a fun and safe family 70,000 35,000 outstanding contribution to their tomorrow’s stars of football. 100,000 environment. The AFL is extremely thankful local NAB AFL Auskick Centre. 60,000 30,000 to our many volunteers and community 80,000 Our 22 NAB AFL Auskicker of the 50,000 25,000 members who coordinate their local Year nominees also took centre stage centres each week throughout the season. 40,000 20,000 60,000 during Grand Final week. The nominees It is through their passion and commitment 30,000 15,000 attended a dinner at the MCG, led the 40,000 that NAB AFL Auskick continues to thrive. parade, played on the MCG at half-time The AFL is extremely 20,000 10,000 Each year the AFL, our program partner of the 2014 Toyota AFL Grand Final and 20,000 NAB and state football bodies recognise thankful to our many 10,000 5000 presented the premiership medallions. the outstanding accomplishments and 0 0 0 They were even joined by Hawthorn volunteers and community contribution of coordinators who have NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA NSW/ACT NT QLD SA TAS VIC WA premiership captain Luke Hodge excelled in their role through special members who coordinate for a celebration photo on the dais. recognition awards. their local centres 94 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 95

competitions and programs greater CARNIVALS AND KNOCKOUT COMPETITIONS than six weeks in duration, an overall In addition to inter and intra-school SCHOOL FOOTBALL increase of 13.6 per cent. competitions, the AFL development A critical component of our participant In 2014, Coles continued to support network conducts carnivals and knockout engagement strategy is to enhance our the AFL School Ambassador Program competitions involving 143,923 students. presence in primary and secondary and to strengthen the promotion and EMBRACING schools to provide opportunities for all profile of the AFL’s presence in schools. PROMOTIONAL CLINICS AND VISITS THE GAME Tiger star Trent students wishing to participate Richmond captain continued Promotional clinics and visits are used Cotchin joins in Australian Football. his role as the program ambassador. to introduce students to the game teacher Josie Burt The continued growth in participation and to promote ongoing participation and students at the Clayton North has been due to a number of initiatives, INTER-SCHOOL PRIMARY AND SECONDARY opportunities. In 2014, the AFL Primary School programs and resources designed SCHOOL COMPETITIONS (MALE AND FEMALE) development network conducted school as part of the AFL specifically to improve our presence in In 2014, there were 25,927 inter and visits and clinics reaching a massive 1.506 School Ambassador Program. Ò the classroom and the school Physical intra-school teams in AFL competitions million children (1.183 million at schools Education/Sport program. A total of that were greater than six weeks in and 0.323 million at community venues). 457,431 students participated in primary duration. Below are winners of various (266,591) and secondary (135,971) school school football competitions in 2014: COLES AFL SCHOOL AMBASSADORS PROGRAM The AFL understands the need to provide INTER-SCHOOL PRIMARY AND SECONDARY SCHOOL COMPETITIONS training and offer the necessary support for teachers who strongly promote Australian COMPETITION SCHOOL STATE Football in their schools and the community. AFLVIC Herald Sun Shield St Patrick’s – Ballarat Vic The Coles AFL School Ambassador AFLVIC Herald Sun Girls Competition Div 1 Ballarat Grammar Vic program assists an alliance between schools and the AFL development network. AFLVIC Herald Sun Girls Competition Div 2 St Peter’s College, Cranbourne Vic In 2014, 5800 teachers were involved. AFLVIC Herald Sun Country Cup Emmanuel College Vic The following teachers were recognised as Coles AFL School Ambassadors of the School Sport Victoria Premier League Box Hill Secondary College Vic Year for their outstanding service to the Thunder Cup St John’s College NT game in 2014: QUIT 100 Cup Tiwi College NT TEACHER (AFLSA) SCHOOL STATE Pink Power Challenge Milner Primary School NT

Defence Force Cup Kormilda College NT David Fairlie St John the Baptist SA

AFL SportsReady Cup – Cable Darling Range Sports College WA Murray Bridge Jeff Lines SA High School Eagles Schoolboys Cup Comet Bay College WA North Mandurah Brigit Wall WA Freo Dockers Schoolgirls Cup – Moore St Mary’s AGS WA Primary School

Freo Dockers Schoolgirls Cup – White Kolbe Catholic College WA Adrian Correia CBC Fremantle WA

PSA – Alcock Cup Hale School WA St Carthage’s Janelle Connelly Qld Primary School SASFA Premiers Cup Plympton Primary School SA Harristown State Tom Marshall Qld SAAS Messenger Shield Prince Alfred College SA High School Romaine Park Statewide Open Boys A Schools Knockout Cup Sacred Heart College SA Tony French Tas Primary School Open Girls Knockout Competition Sacred Heart College SA Mark Beck St Virgil’s College Tas Queensland Ind. Schools GPS Div. First XVIII St Joseph’s Nudgee College Qld Wulagi Cameron Carmichael NT Schools of Excellence Cup Senior Palm Beach-Currumbin State High School Qld Primary School

Schools of Excellence Cup Junior Helensvale State High School Qld Aaron Barrie Ramingining School NT

Brisbane Lions Cup Senior Girls Mountain Creek State High School Qld Petersham Tim Bellamy NSW Public School Paul Kelly Cup – Boys St Patrick’s Primary School NSW/ACT Kooringal Helen Schmetzer NSW Paul Kelly Cup – Girls Henschke Primary School NSW/ACT High School St Mary Mackillop U16 Boys Independent Schools Competition Knox Grammar NSW/ACT Nathan Wood ACT College Southern High Schools and Tassie Hawks Cup St Virgil’s College Tas Kings Park Primary Tony Kurvink Vic School NWJFU North West Reece High School Tas Heywood & District Larissa Carr Vic NHSSA Northern Tasmania competition Kings Meadow High School Tas Secondary School 96 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 97

AFL 9s At the completion of its third full season, AFL 9s continued to establish itself as an ideal format to introduce new participants and re-engage lapsed participants to the game via a non-contact alternative to traditional football participation options with shorter matches, smaller fields and modified rules. State affiliates continue to establish licensing models that facilitated strong growth in social competitions. In 2014, 50,552 people participated in this format of the game across social competitions and Active After School Community (AASC) sessions. The AFL showcased the game HITTING THE BULLSEYE Western Bulldogs to more than 800,000 people at BACK TO SCHOOL players were a big half-time of one match each round Hawthorn players join pupils hit with students throughout the 2014 Toyota AFL in the playground at Longford at Darley Primary Primary School in Tasmania. School in Victoria. Premiership Season. Ñ ÒÔ In addition to its growing community presence, the AFL continued to partner with the AFL LEARNING MANAGEMENT SYSTEM AFL SCHOOL GRANTS SCHEME AFL SCHOOLS FANTASY CLASSIC AND MATHLETICS ONE TEAM, ONE GOAL – CELEBRATING DIVERSITY Australian Sports Commission The AFL Learning Management System The AFL provides funding to all state AFL SCHOOLS TIPPING COMPETITION The AFL partnered with 3P Learning In partnership with Victorian DEECD, to offer a seven-week AFL 9s (LMS) provides educators with an array bodies as part of the AFL Schools Grants The level of interest and engagement in 2014 in delivering the AFL Maths the AFL ran a school competition for program that is suitable for eight of innovative resources to enhance Scheme to offer schools the opportunity in these styles of competitions for school Challenge during Numeracy and Literacy primary and secondary school students. to 12-year-olds that has become education outcomes and help engage to apply for subsidies to buy major capital students remains strong. A total of Week. Some 60,000 students selected The competition objective was to promote the match-play version of mixed students in unique and meaningful ways. items such as permanent goalposts, 44,287 participants in the AFL Fantasy their AFL-themed avatar and completed positive discussion and awareness in football in primary and secondary New resources such as the Senior School goalpost padding, sets of playing Classic competition were under 18, with various mathletics questions during the schools regarding diversity, intercultural PE classes, enabling the concept PE resources which included AFL training jumpers and sports kits. In 2014, financial 3000 participants electing to participate week of the competition. Prizes were understanding and respect. A total of 757 to gain broader awareness. programs, Topic PowerPoints, player assistance enabled the following to occur: in the schools competition. A total of awarded to the various state age group entries were received from 90 schools As past participants of AFL 9s, vision and game reports were added ÆÆ43 schools bought permanent goalposts. 34,959 participants in the AFL Tipping category winners and the Top 20 students around Victoria. The primary school winner ex-Swans player Jude Bolton and to the site in 2014. ÆÆ30 schools bought sets of goalpost Competition were under 18 with 4000 at each group category. was Tyalla Kellan from Montmorency his wife Lynette fulfilled roles as padding. of those participants competing in the South Primary School and the secondary national program ambassadors PROFESSIONAL DEVELOPMENT ÆÆ100 schools bought sets of match jumpers. schools competition. The national schools school winner was Samantha Wainright to help raise greater awareness FUNDING FOR SCHOOL TEACHERS ÆÆ90 schools bought AFL 9s kits. winner of the competitions were: AFL from MacKillop Catholic Regional College. and exposure of the game. The professional development of ÆÆ6000 AFL Schools-branded Sherrin Fantasy Classic – Kaif Mohammed, Kedron Other key achievements teachers has been an integral part footballs and 500 AFL Schools coaches State School (Qld); AFL Tipping – Madison throughout 2014 include: of the AFL Schools program with over clipboards distributed to schools. Fraser, Lilydale West Primary School (Vic). ÆÆUndertaking our first 2000 teachers attending specific AFL comprehensive AFL 9s research professional development sessions, AFL QUIZ piece involving surveys, pilot information sessions or seminars. In 2014, the AFL continued to support groups and stakeholder The AFL has provided subsidies to a national online AFL-themed quiz discussion to analyse the assist in covering the teacher relief with a focus on numeracy and literacy. motivating factors and barriers costs for teachers to attend such events. Competitions were run in Years 3, 4, 5 and for participation, demographics 6. More than 3000 students were involved of participants and satisfaction in this activity where they worked in small levels with various rules. groups participating in a Pre-season Quiz ÆÆStaging of major AFL 9s events, and Qualifying Quiz rounds. The winning including a Byron Bay AFL The professional development teams from the following schools were 9s Invitational Carnival and St John’s Lutheran (Vic), Queen’s Rock a Patersons Stadium AFL 9s of teachers has been an integral PS (WA), St Clement Rome PS (Vic) Tournament in Perth. part of the AFL Schools program and Tambellup PS (WA). 98 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 99

VOLUNTEERS The segment breakdown of female The tour provided an opportunity for YOUTHFUL ENTHUSIASM Youngsters show The State Volunteer of the Year participants shows females represent 19 female coaches, professional development COMMUNITY their passion promotion was again a feature of per cent of the total number of footballers. for state-based game development staff at Coorparoo. the AFL’s volunteer program. The 2014 breakdown per program and a leadership program for players. Ñ Among thousands of nominations type shows: The players received the highest praise FOOTBALL at regional and state level, seven state ÆÆClubs – 14,820. for the level of skill demonstrated. winners were invited to attend the 2014 ÆÆSchools – 155,204. For the first time, eight teams competed CLUB FOOTBALL Toyota AFL Grand Final, had breakfast ÆÆAFL 9s – 14,654. in the 2014 Youth Girls Championships Our game’s community football with Shane Crawford and walked in the ÆÆAuskick – 27,373. which were played in Canberra. infrastructure, consisting of 266 leagues, 2014 Toyota AFL Grand Final Parade. The inaugural Woomeras team won Division 2695 clubs, 13,531 teams and 331,304 In addition, the AFL Merit Awards A further highlight of 2014 was the 2 against the Thunder Devils, while Western participants, is the cornerstone of the continue to recognise two people from Exhibition Game between the Western Australia proved too strong and quick for game, supported by the contribution each state who have made outstanding Bulldogs and Melbourne. It was the first Victoria Metro taking out Division 1. The AFL of more than 150,000 voluntary roles. contributions to the game in their local senior women’s game to be contested Umpires department conducted a highly The AFL greatly values the dedication, club or league. under the roof of Etihad Stadium. professional Live in umpires program for passion and commitment of community The AFL Community website also offers While No. 1 Draft selection Tiah Haynes the first time as part of its talent pathway. football volunteers and the contribution clubs the opportunity to personalise and could not take her place in the Western Social media continues to be a crucial they make to the game at all levels. download certificates or personalise and Bulldogs team due to injury, the resultant promotional tool attracting: A focus of 2014 was the implementation purchase hard-copy framed certificates 2014 selections proved a revelation. ÆÆ72 per cent increase in aflkicksforchicks of the Junior Football Match Guide to recognise their volunteers. All-Australian youth girl Tayla Harris took Facebook followers. across leagues throughout the country. the mark of the day and an image of the ÆÆOnline viewership of Youth Girls Nationals The guidelines and ‘This is Our Game’ AFL FOOTYWEB mark was seen by two million people games of over 51,000 across the week. campaign was well received and has led The AFL Footyweb system continued to on social media. ÆÆLivestream and replay audience to greater consistency in our junior football save the industry time and money through Additionally, fellow All-Australian of the exhibition game over 9000. offering across all leagues. Importantly, a shared service that provides competition Youth player had her two ÆÆThe aflkicksforchicks Twitter everyone is accepting of the modified management, a data repository and hard-running goals televised in replays on account doubled. practices required to offer seven to 12-year- a network of community websites. . Mainstream media exceeded olds with the most suitable version of the In 2014, a National Registration that of 2013’s match through the game game and best match environment possible. System was launched for players being livestreamed on the AFL website. It was the first senior women’s and umpires which led to 211,000 The AFL Academy conducted a highly SWISSE AFL QUALITY CLUB PROGRAM ÆÆTeachers with access to an array Key outcomes from the 2014 Australia self-registrations taking place online. successful New Zealand tour with the best game to be contested under The AFL would like to acknowledge of innovative resources via the AFL Post AFL Community Camps included: The National Registration System will also all-round 16-year-olds in September. the roof of Etihad Stadium the support of Swisse as naming rights Learning Management System (LMS) ÆÆNumber of primary and secondary be implemented across other programs/ partner for the AFL Quality Club Program. that they can use to enhance education schools visited – 405. departments such as AFL 9s, Diversity, The Swisse AFL Quality Club Program outcomes and help engage students ÆÆSchool students visited – 60,545. Coaches, AFL Active and NAB AFL Auskick. TOP PICK is designed to assist clubs by providing in unique and meaningful ways. ÆÆStudents visited at junior clubs – 3235. Some key stats from 2014 include: The No. 1 selection in the a framework and criteria at bronze, silver ÆÆLocator systems that allow for new ÆÆStudents participating in super clinics ÆÆ596,000 registered participants 2014 Women’s Draft, Tiah Haynes, in action and gold to enhance their operations. players, umpires and volunteers to – 8020. (211,000 self-registered online). for Western Australia in By the end of October, 587 clubs were find a club or umpiring group in close ÆÆPeople visited in aged care/hospitals ÆÆ42,000 online transfers and the national women’s engaged at bronze (519), silver (43) proximity to their home. – 4440. permits processed. championship. × and gold (25). ÆÆPeople attending official functions– 3365. ÆÆ$14.5 million processed through AUSTRALIA POST AFL ÆÆMoney raised from official functions the payment gateway. AFL COMMUNITY CLUB WEBSITE COMMUNITY CAMPS for the local community – $35,900. With nearly 1.3 million page views in The Australia Post AFL Community ÆÆ234 media items, reaching an audience FEMALE PARTICIPATION 2014, the AFL Community website Camps saw more than 800 AFL players of 18,213,100 with an editorial value In 2014, 194,966 girls and women (aflcommunity.com.au) continues to take the game to regional and rural of $4,533,537. (15 per cent growth) participated in provide up-to-date information, training communities across Australia, as well NAB AFL Auskick, AFL 9s, club and schools and advice for coaches, umpires, players, as overseas when INCLUSION CARNIVAL football programs. This is testament club administrators and schools. visited Wellington, New Zealand, In June, the AFL hosted the inaugural AFL to the entire football industry supporting The AFL Community website provides: in February. National Inclusion Carnival in Melbourne the inclusion of female football programs ÆÆDistribution of fortnightly editions AFL players carried out training for people with disability. The carnival among traditional forms of the game of the AFL Community Development sessions and visited schools, local showcased talented players from the and has laid the groundwork for an Newsletter. The newsletter provides football clubs, nursing homes and ACT, NSW, Queensland, SA, Tasmania and exciting future. the latest information and resources for hospitals, as well as supporting fundraising Victoria. The players also took on positions The priority focus has been to increase more than 60,000 club administrators, events to connect individuals and of responsibility by running clinics for club participation, particularly at junior and coaches, umpire coaches and umpires. communities and, importantly, ensure students at special schools across Melbourne youth girls, resulting in more than 100 new ÆÆOnline learning courses for coaches, Australia’s game and its players are and participated in exhibition AFL 9s teams across the following age groups: umpires and club administrators, accessible to fans around the nation, matches on the MCG during half-time of the ÆÆJunior Girls – 24 per cent increase. which over 3500 people undertook particularly in regional locations. Melbourne-North Melbourne match in round ÆÆYouth Girls – 36 per cent increase. throughout 2014. 14 of the Toyota AFL Premiership Season. ÆÆSeniors – six per cent increase. 100 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 101

RISING STARS The National KickStart Championships drew 150 COMMUNITY Indigenous youngsters for a round-robin carnival in Coffs Harbour. Ñ ENGAGEMENT – INDIGENOUS NATIONAL KICKSTART CHAMPIONSHIPS The National KickStart Championships is an annual event which sees more than 150 Indigenous players representing their state in a round-robin football carnival over five days. In 2014, the championships were held in Coffs Harbour for the first time. Each team selected the best 25 Indigenous players from their state camps based on football ability, leadership qualities, school attendance STRONG BOND and community involvement. The Woomeras competed in the In addition to playing at national level, National Under-18 players were developed off-field through Female Youth engagement in educational sessions, Championships for the first time. Ñ which focus on topics such as identity, pathway to excellence and reaching individual and team goals. The KickStart Championships EMPOWERMENT The AFL Woomeras RIO TINTO FOOTY MEANS BUSINESS WOOMERAS are also the pathway to the Program symbolises In partnership with Rio Tinto, the AFL The AFL Woomeras Program is a national Flying Boomerangs. strength and power ... and fun. Ô recruits 50 young Indigenous men from female Indigenous development program. all over Australia each year to participate The program symbolises strength and FLYING BOOMERANGS in an employment and talent program. power – launching the girls into their The squad came together in Perth in futures using football to engage and LEADERSHIP PROGRAM February and Melbourne in May, coinciding empower. The Woomeras competed At the end of the annual AFL KickStart with Indigenous Round. During the for the first time in 2014 in the National camp, 25 Indigenous players aged 14-15 program, participants were exposed to Under-18 Female Youth Championships were selected to participate in the Flying the routine of a professional AFL player, and toured New Zealand in December. LEADERSHIP PROGRAM The Flying Boomerangs came Boomerangs Leadership Program. including high-performance testing, The program enables the participants together for a high-performance The focus of the Flying Boomerangs training and conditioning. The young men to be in an elite environment where they camp in Victoria. Ò program is to provide exposure to an elite are also introduced to potential career can work on their football skills, personal training environment and the leadership opportunities with Rio Tinto and other development and leadership skills. skills of the participants. Coached AFL corporate partners. by Eugene Warrior, the Boomerangs participated in the NAB AFL Under-16 INDIGENOUS COACHING ACADEMY Championships, competing against NATIONAL FEMALE KICKSTART The AFL, in conjunction with the AFL the World Team, South Pacific and In 2014, the National Female KickStart Coaches Association, developed an North-West WA. Championships engaged over 80 Indigenous coaching Academy in 2014 to The squad came together in Indigenous females from across fast-track and further develop Indigenous November for a high-performance training the country representing their state. coaches in the AFL system. The Academy and leadership camp in Victoria where The championships held in Queensland featured 15 Indigenous coaches who they visited Melbourne and Collingwood included education sessions with topics were engaged in education sessions at Football Clubs, HMAS Cerberus and the such as pathway to excellence and identity. the KickStart Championships and NAB Brambuk Cultural Centre in the Grampians. Twenty-five of the best-performing Under-16 Championships delivered by The program is focused on four key participants represented the Woomeras the AFLCA. Participants completed pillars – communication, resilience, team in the Youth Girls National Level 2 coaching accreditation and decision-making and Identity. Championships in Canberra in May. spent a week at an AFL club. 102 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 103

TALENT PROGRAM MANY CULTURES Young Indigenous Geelong champion players from all over COMMUNITY Jimmy Bartel Australia competed welcomes new fans in the Rio Tinto Cup to the game during at the MCG during Multicultural Round. Indigenous Round. ENGAGEMENT – Ò Ò MULTICULTURAL

MULTICULTURAL ROUND AFL Multicultural Round is a themed round during the Toyota AFL Premiership Season to acknowledge and celebrate our game’s cultural diversity, as well as welcome multicultural communities to enjoy our game as supporters, players, umpires or administrators. The 2014 AFL Multicultural Round was celebrated in round 18. The theme was ‘Many Cultures, One Game’, highlighting the community engagement initiatives being undertaken by the Australian Football industry, as well as the many players from culturally diverse backgrounds who make up 15 per cent of AFL player lists.

The key aims of AFL Reconciliation AUSTRALIA POST MULTICULTURAL 10TH ANNIVERSARY INDIGENOUS ROUND Bomber Brent Action Plan for 2014-2016 are: SCHOOLS PROGRAM Stanton soars ÆÆImprove participation: Increase the AND DREAMTIME AT THE 'G The Australia Post AFL Multicultural over Tiger Ben overall level of Indigenous Australians Lennon in the Indigenous culture and the contribution of program continued to grow in 2014 and who participate in our game as players, Dreamtime at Indigenous players are celebrated annually the Multicultural Schools Program reached the ’G clash. Ô coaches and umpires. during the AFL’s Indigenous Round. 221 schools nationally and more than ÆÆBuild partnerships: In partnership In 2014, the Dreamtime at the ’G 25,000 students. with the Recognise campaign, game between Essendon and Richmond More than 12,000 people from support the recognition of Aboriginal celebrated its 10th anniversary. culturally and linguistically diverse and Torres Strait Islander people in the The 2014 Indigenous Round was community backgrounds attended an Australian constitution. launched in and for the first time AFL game – many for the first time – ÆÆCreate employment opportunities: Refresh featured all 18 clubs wearing jumpers and more than 1000 multicultural children the AFL Indigenous employment strategy with special Indigenous designs. participated in a NAB AFL Auskick to increase the number of Indigenous The AFL and the 18 clubs partnered half-time game. employees across the AFL industry. with Recognise to promote the campaign ÆÆAcknowledge and celebrate Indigenous to Recognise Indigenous Australians culture: Continue to build understanding in the constitution. UNITY CUP and respect for Indigenous customs, The National Unity Cup was held in March values and traditions through education in Melbourne, coinciding with the Victorian and the AFL’s ongoing focus on the AFL RECONCILIATION Cultural Diversity Week and following Indigenous Round celebrations. ACTION PLAN a series of round-robin tournaments contested by multicultural teams across AFL Chief Executive Officer Gillon McLachlan also announced the AFL would the state in the lead-up to the event. McLachlan launched the AFL’s appoint a National Indigenous Advisory The Unity Cup was supported by inaugural Reconciliation Action Group as part of the plan to provide strategic COMMON BOND the Western Bulldogs, North Melbourne, Plan in May, coinciding with National advice, guidance and support on Indigenous The Unity Carlton and Melbourne Football Clubs Cup brings Reconciliation Week and marking affairs and to drive positive outcomes. in addition to the , youngsters the 10-year anniversary of Dreamtime The Reconciliation Action Plan can be together which created the event with the AFL at the ’G in Indigenous Round. viewed at: afl.com.au/staticfile/AFL%20 from diverse Multicultural program and the Australian backgrounds. Ò Tenant/AFL/Files/AFL-2014-RAP.pdf Federal Police in 2008. 104 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 105

AUSTRALIA POST AFL BACHAR HOULI CUP The Bachar Houli Islamic Schools Cup MESSAGE FROM THE MULTICULTURAL AMBASSADORS is an opportunity for Islamic Schools to play Australian Football against The AFL and Australia Post Multicultural AUSTRALIAN SPORTS other schools in a friendly, fun and Ambassadors are part of the Australia Post safe environment. COMMISSION Community Inclusion Partnership. In 2014, the Bachar Houli Cup was It has been another significant year The ambassadors who are AFL players held in Victoria, New South Wales, for the Australian Sports Commission work with multicultural communities, Queensland and Western Australia and the sports network as we continue schools, community football clubs, with the aim of encouraging Islamic working together to encourage all government and multicultural students to make the transition from Australians to experience the joy organisations on specific multicultural school football into community clubs of sport. projects and deliver culture awareness and providing an opportunity to be The sporting field is where sessions to community clubs and support selected into the Bachar Houli Academy. friendships are formed, life skills the multicultural strategy. are learned and heroes are made — CULTURAL AWARENESS and this is why in 2013-14 the Australian Giants youngster BACHAR HOULI LEADERSHIP ACADEMY AUSTRALIA POST AFL Stephen Coniglio at The Bachar Houli Academy is a Government invested almost $120 the announcement of high-performance football talent camp million in our national sporting MULTICULTURAL COMMUNITY the AFL and Australia for emerging junior players aged 14-17 years organisations despite a challenging Post Multicultural AMBASSADORS Ambassadors. Ñ who are from an Islamic background. economic environment. The Academy aims to fast-track the In the past year, the ASC has The Australia Post AFL Community participants’ football development and worked with sports to reform Ambassadors program reached a provides genuine pathways for them to their governance structures and record high in 2014, with more than pursue playing football at an elite level. develop strategic and commercial Other highlights in 2013-14 have 180 community leaders from a range In 2014, the five-day camp was held capabilities. The ASC is determined included: of cultural backgrounds joining the in Melbourne during Toyota AFL Grand to create better businesses — ones ÆÆCommunity Coaching General program as ambassadors. Final week and involved mentoring that will thrive in the years ahead — Principles — a free online training The program’s aim is to connect from Bachar Houli, as well as education and we are leading the way with course that provides coaches with AFL representatives with their and leadership sessions encouraging a lean and agile operating model the basic skills they need. particular communities and promote participants to engage in their local and ongoing commitment to our ÆÆGrants programs — a number AFL as a vehicle for engagement communities and promote cultural own good governance. of national grants programs and inclusion. and social inclusion. One of the highlights of 2013-14 were delivered to improve the The program also provides was the Australian Government’s participation of people from community leaders with an official BACHAR HOULI MEDAL announcement of the Sporting under-represented groups. platform to become involved in the The Bachar Houli Medal was introduced Schools program. introduction and coordination of in 2014 to recognise the outstanding This $100 million program, which The ASC also continues to pursue AFL-related activities in their contribution Bachar Houli has made builds upon the successful Active success on the world stage — in communities, as well as opportunities to the lives of Muslim Australians as After-school Communities program, Olympic and non-Olympic sports — for professional development. NEW OPPORTUNITIES an AFL player and as an Australia Post will start in 2015 and reach more than to deliver Australians the exceptional Tiger star Bachar Houli joins AFL Multicultural Ambassador. 850,000 children. It will allow the performances they crave. ALL NATIONS CUP participants at the Bachar The medal is presented to the best sports to boost their participation There have been few periods in Houli Cup at . Ò and fairest player within the Bachar Houli numbers and is a significant Australia’s sporting history filled with so The Australia Post All Nations Cup is a Academy who displays leadership on endorsement of the importance of much activity or promise and on behalf feature event of the year for the Australia and off the field, as judged by participants community sport to the Government. of the ASC I thank you for your hard work Post AFL Multicultural program. in the program. and support. You continue to prove your In 2014, six multicultural teams BACHAR HOULI PROGRAM Hisham Kerbatieh, a midfielder with capacity to succeed in an ever-changing representing all states and territories Developed by the Australia Post AFL the Calder Cannons, was named the sporting landscape, and I look forward competed in the inaugural All Nations Multicultural Program and Bachar Houli, inaugural winner and was presented to working with you in the future. Cup held in Coffs Harbour, which was the program provides Islamic-based with the medal by Attorney-General won by Victoria. schools and students an opportunity The sporting field is where Senator the Hon George Brandis QC John Wylie AM To be eligible for the All Nations Cup to play AFL. The program is supported and AFL Chief Executive Officer Gillon friendships are formed, Chair — Australian Sports Commission Squad, players must have been born by the Federal Government and McLachlan at a ceremony held at overseas and come from a non-English comprises three components: Ò life skills are learned the . speaking background. Hisham will be mentored by Bachar and heroes are made The best-performing multicultural Houli for 12 months and will receive a stars of the All Nations Cup formed INAUGURAL WINNER $1500 scholarship to support football the basis of selection in the World Bachar Houli development and a 12-month Good Life Team that competed in the NAB AFL with Bachar Houli Academy medallist Health Club Membership. He will also Under-16 Championships, coached Hisham Kerbatieh. have a one-week training experience by . Ò at Richmond FC. 106 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 107

The conference program was well THE NEXT WAVE Twenty-four invited supported by the Adelaide Crows and Port coaches attended Adelaide, with Brenton Sanderson and a two-day high Ken Hinkley presenting keynote addresses performance course at Etihad Stadium. and other coaching staff from both clubs × presenting workshop sessions. Another highlight was a specific presentation by Port Adelaide chairman David Koch about the cultural and operational changes underpinning the resurgence of the club in 2013. Internationally recognised researcher and GAA coach Professor Niall Moyna from Dublin City University, who presented at the conference as part of an on-going exchange between the AFL and the GAA, made a big impact with his very relevant research on small-sided games and its COACHING DEVELOPMENT More than 400 participants impact on player development. attended the AFL National Coaching Conference in Adelaide.Ó COACHING RESOURCES/ WAFL clubs, decreasing the backlog of AFL 2014 International Cup at , AFL COMMUNITY WEBSITE and related resources will continue to be of game development continued in 2014, participants regularly applying from WA. which was attended by people from most prominently promoted in future seasons. particularly through the coach appearance A range of valuable existing and new COACHING The AFL Level 1 course in Identifying participating countries and 60 coaches They are incorporated into the AFL program. Overall, AFL senior and assistant coaching resources are available Talent for AFL continued to be delivered achieved their Level 1 accreditation. Coaching Manuals and available for coaches participated in development through the coaching section of the to the industry. download from the AFL Community activities and appearances in all states and AFL Community website. DEVELOPMENT Website or hard copy from AFL and state territories, including most regions around These include articles and training CLUB COACHING affiliate offices. The AFL has developed the country. Assistant coaches performed activities written by coaches completing AFL SENIOR COACH ACCREDITATION an app based on the Concussion in Sport more than 800 appearances to help grow COORDINATOR PROGRAM their assessment for the Level 2 and High ACCREDITATION COURSES A new AFL Senior Coach Accreditation Group’s Pocket Concussion Recognition the game. The Club Coaching Coordinator Program Performance Coaching Courses, which were Steady growth in attendance at AFL coach program has been developed in Tool for release in 2015. The AFL and the AFLCA cooperate was implemented in 2014 and associated regularly published in the coaching section of accreditation courses to meet industry association with the AFL Coaches and work closely on a range of coaching resources, including the newly published the community website, keeping it fresh with demand continued in 2014. More than 7000 Association for coaches aspiring to AFL development and other issues of mutual Club Coaching Coordinator Handbook, up-to-date and innovative coaching material. coaches participated in courses, with 5874 senior coaching positions. The first group OTHER HIGHLIGHTS interest. The AFL greatly appreciates the were distributed nationally. Complementary The fortnightly community newsletters sent becoming newly accredited (5659 Level of participants will start the program in efforts of the association and its individual web-based resources were posted on to around 60,000 recipients continue to be a AFL COACHING AMBASSADORS 1 and 215 Level 2) and 1272 reaccredited, early 2015. coach members. a specific section created on the AFL relevant source of coaching information for AFL Coaching Ambassadors Stan Alves and in line with AFL policy requiring all active Association staff, including Danny Community Website and the initial coaches at all levels. David Parkin continued in their valuable coaches to maintain accreditation. Frawley, Paul Armstrong and Ron Watt, accreditation courses conducted Other resources such as the GAPS long-term roles in AFL coaching and An increasing number of current and AFL ONLINE COACHING COURSES also assisted in various elements of the in a number of states. – Australian Football animated drills development activities throughout the recently retired players are participating A surge in participation in the AFL AFL coaching development program during This program has been established and games e-resource, Kicking Guide for year, including working as facilitators in these courses around the country and Online Junior Coaching course occurred the year. We look forward to continuing to enhance the support and development Coaches, Kicking Guide for Players, Skills and mentors at both of the AFL High entering the ranks of coaches at all levels in 2014, with 2700 coaches completing this very productive relationship with of coaches at community league and Guide, Game Day Coaching and Team Rules Performance Courses conducted during the of the game. the course through the year. This course new president John Worsfold, CEO Mark club level. The AFL believes it will be an DVDs are among the quality coaching year. Along with coaching consultants Neil The AFL welcomes this trend and again is an integral part of the AFL Level 1 Auskick Brayshaw and operational staff Ron Watt important step forward in improving resources available in community football. Barras, Brendan Mason and David Wheadon, conducted a specific course for this target and junior coach accreditation program. and Greg Hutchison in 2015. support for community coaches and they regularly presented at Level 2 coaching group in partnership with the AFLPA The development of the Online Youth and greatly enhance their experience and courses and seminars around Australia. in Melbourne in January. Senior Coaching Course was completed COACHING REVIEW that of the players they coach at all levels. CONCUSSION MANAGEMENT Two five-day High Performance (Level during the year and will be launched as COACH RECOGNITION AWARDS The AFL aims to provide appropriate 3) Coaching Courses were conducted in the part of the AFL Level 1 Youth and Senior RESOURCES high-quality education and development Australian Football Coaches Association latter part of the year. The first, attended coach accreditation process for 2015. The AFL Medical Officers Association opportunities for coaches, including AFL NATIONAL (AFCA) awards functions were held in by 24 invited coaches, was conducted at guidelines for the management of high-performance coaches, in a clearly Victoria, South Australia, Queensland, Etihad Stadium following the AFL Grand COACHING CONFERENCE concussion in community football were recognised pathway. Western Australia and Tasmania. These Final and overlapping the NAB AFL Draft INTERNATIONAL COURSES The 2014 AFL National Coaching distributed widely throughout community The AFL engaged PMY to conduct a functions are a great celebration of coaching Combine at the end of September. A number of courses were conducted for Conference (12th edition) was conducted football leagues and clubs in all states and review of the AFL Coaching Development and an important recognition of the passion The second course, with the support coaches in other countries in association at from January 31-February to all coaches participating in coaching Pathway in order to critically analyse and commitment of coaches at all levels. of the WA Football Commission, was with AFL International affiliates. These 2. The conference was the first major AFL accreditation courses. the existing model and make held at Patersons Stadium in Subiaco in included courses conducted in Fiji, India, event at the refurbished Adelaide icon A specific module on this important AFL COACHES ASSOCIATION – APPEARANCES PROGRAM recommendations for future development. mid-December, with 22 participants, Singapore, Europe and the USA. The AFL, and was attended by more than 400 aspect of player welfare and safety was The recommendations will form part of a The partnership between the AFL and two-thirds of them from Western Australia, through AFL Victoria, also conducted a participants from all states and delivered at all coaching courses throughout future strategy to gradually enhance AFL the AFL Coaches Association in respect mainly from the WAFC Academies and specific course for participants in the territories and all levels of coaching. the year. The management guidelines coaching development. 108 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 109

DOUBLE CELEBRATION The NSW/ACT teams won 2014 AROUND the Division 2 title at both the NAB AFL Under-18 and THE REGIONS Under-16 Championships. Ø NEW SOUTH WALES Participation grew by seven per cent from 2013 to a record 190,072, with club football up eight per cent, AFL 9s competitions up 16 per cent and club NAB AFL Auskick up six per cent. ÆÆDedicated female participation grew by over 46 per cent to a total of 3559 and INSPIRATION 41,241 girls played across mainstream Tasmanian coach NAB AFL Auskick and school programs. Adam Sanders spurs ÆÆThe AFL Independent Schools included on his players at the NAB AFL Under-18 four new schools and 10 new teams. Championships. There are now 10 schools and 22 teams Ñ playing across three age groups. ÆÆGrowth in AFL 9s continued to be strong at 16 per cent, with Sydney of initiatives. AFL NSW/ACT conducted ÆÆThe Western Sydney AFL Indigenous ÆÆAfter delivering the first synthetic AFL community football in all three regions Harbour and the ACT particularly league education sessions, provided Academies supported more than facility outside Victoria – and the first of Tasmania – the North-West, North SOUTH AUSTRALIA strong. Several new competitions were a raft of accreditation courses across 165 students across seven schools. in NSW/ACT – at Narrabeen Sports and South of Tasmania. Participants increased formed across the region, including a a variety of topics and rewarded a The Academy focuses on education, High School last year, in November ÆÆTasmania's overall participation by nearly 1000 to a total pilot competition in Leichhardt that Volunteer of the Year in every League cultural and leadership outcomes, a full-size shared synthetic oval was numbers across all competitions in excess of 114,000 for successfully trialled a number of new in NSW and the ACT. providing support to encourage opened at Lane Cove, with two further and programs increased from 36,260 2014. The SANFL initiatives. Sydney locals and AFL ÆÆParticipation in specific school students to stay in school. synthetic turf projects planned. in 2013 to 37,261 in 2014 (an increase reported increases in 9s National Ambassadors Jude and multicultural programs was heightened, ÆÆThe Talent Program ÆÆA region-wide audit of all AFL facilities of nearly three per cent). the core areas of club participants, school Lynette Bolton were active in engaging particularly in Western Sydney, with was established, providing up to was conducted, with the five most ÆÆThe Tasmanian State League participants and NAB AFL Auskick. with players at AFL 9s events across the the programs tailored to schools with 70 Indigenous youth from all over strategic needs presented to the state clubs signed new 10-year licence ÆÆFor the first time since 1992, the SANFL city and in Canberra and Byron Bay. AFL high populations of multicultural NSW/ACT the chance to develop government for pre-election funding. agreements before the 2014 season. was broadcast on commercial television, 9s was also played at half-time at both students. More than 5000 children as individuals, athletes and leaders ÆÆTwo NSW/ACT umpires – Brodie North Launceston won its first state on Channel 7. Ratings per match nearly the SCG and Spotless Stadium in 2014. participated in school multicultural within their community through Kenny-Bell and Daniel Field-Read – league premiership since 1998 and its doubled from 16,604 in 2013 to 31,364 ÆÆEight NSW/ACT players were primary NAB AFL Auskick programs. an online mentoring program were elevated to senior AFL ranks, opponent on the day, Western Storm, in 2014. This included a successful Grand listed at the NAB AFL Draft, with a ÆÆThe Multicultural Advisory Group and talent camps. while Aaron Langdon was made the grand final in its first year Final presentation, which averaged further four added at the NAB AFL was established. The group contains ÆÆCoffs Harbour hosted the National rookie-listed, joining fellow NSW/ACT of existence. 129,372 viewers, with a peak of 212,762. Rookie Draft. internal and external multicultural KickStart Championships, with the product Liam Rowe. There are three ÆÆA new agreement was confirmed that ÆÆAn outstanding crowd of 38,644 attended ÆÆThe NSW/ACT RAMS won Division 2 and community engagement experts NSW/ACT under-12 and under-15 boundary and goal umpires on the will have North Melbourne play six AFL the first SANFL Grand Final at Adelaide at both the NAB AFL Under-16 and NAB and is set up to oversee and advise sides performing admirably. AFL umpires list. home games in over the 2015 Oval since 1973. This was the highest AFL Under-18 Championships, with AFL NSW/ACT on effective ÆÆCanberra hosted the National Youth and 2016 seasons. crowd at an SANFL title decider since 1999. named Division 2 Most engagement with multicultural Girls Championships, with WA the ÆÆThe 10th AFL Tasmania Football Norwood defeated Port Adelaide by Valuable Player in the under-18s. communities and ethnic media. winner in Division 1 and a composite TASMANIA Hall of Fame event saw John four points in an epic encounter. ÆÆFour NSW/ACT players were selected in ÆÆNSW/ACT assisted with the GWS indigenous side the Woomeras In April 2014, the Leedham and Ivor Warne-Smith ÆÆSouth Australia won the 2014 NAB AFL the NAB AFL Under-18 All-Australian side Giants’ Multicultural Round successful in Division 2. NSW/ACT was members of AFL elevated from Legend status to Icons Under-18 and Under-16 Championships, and RAMS mentor Jason Saddington marketing campaign, ‘Many Cultures, coached by former Carlton and GWS Tasmania, including of Tasmanian football. In addition, the first time SA has won both titles in was named head coach of the team. One Game’, with the campaign star Setanta O’hAilpin and progressed the board members, John Devine and Trevor Leo were the same year. A total of 17 SANFL-based ÆÆThe NSW/ACT Talented Player Program recognised with a prestigious Australian to the grand final. Two NSW/ACT girls voted in support of elevated from Inductees to Hall players were selected in the Draft and is proving increasingly successful in Multicultural Marketing Award at a were named All-Australians. constitutional change that resulted in AFL of Fame Legends. Rookie Draft. generating AFL-quality players, with gala event at the Sydney Opera House ÆÆAFL NSW/ACT is in the final stages of Tasmania adopting a similar governance ÆÆAFL Tasmania and Tasmania ÆÆEleni Glouftsis continued her path 48 NSW/ACT players on AFL lists in 2014. in November. delivering a Giants Academy Centre of structure to other AFL states where the formalised a partnership that will to elite level by accepting an AFL ÆÆAFL NSW/ACT continued to support ÆÆThe School KickStart Program Excellence and new office complex for AFL is now the sole voting member of see the two organisations share scholarship after officiating as a field leagues, their clubs and schools to continued to grow, delivered to more Western Sydney staff, with in-principle AFL Tasmania. a new office facility and various umpire at SANFL level for the majority provide quality environments to than 2000 children across GWS, South funding also secured to develop a ÆÆAt the same time, the Tasmanian administrative functions at the recently of 2014. SANFL field umpire Curtis motivate volunteers, umpires, coaches, Coast, Central Coast, Central West, $5 million Centre of Excellence in Football Council was established completed $30 million Blundstone Deboy was also added to the senior AFL teachers and trainers through a variety Southern NSW and Northern NSW. Canberra for the AFL and cricket. to oversee and support grassroots Arena development. umpiring list at the end of the season. 110 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 111

Calder Cannons by 47 points in the total project value, with an investment ÆÆFurther upgrades worth $2.5 million TIME OUT Peel Thunder’s TAC Cup decider. of $420,000 by AFL Victoria Country. were completed at our regional hubs interchange players ÆÆA VFL representative side played Four other RACs are in planning stages. in Townsville, Mackay and Byron Bay. take a breather in a Ireland in a practice match in the ÆÆJust two years since the integration ÆÆBrisbane hosted the AFL National WAFL match against East Perth. Ñ lead-up to the International Rules of AFL Victoria and the Victorian Facilities Conference at the new Series clash in Perth. Country Football League, 13 Country $14 million Moreton Bay Central ÆÆA total of 110 Level 1 coach education Commissions are in place, 10 Regional Sports Complex. courses were conducted with 3581 General Managers have been ÆÆQueensland field umpire Andrew coaches attending. There was one appointed and 26 Football Stephens and goal umpire Robert Level 2 course held with 64 attendees Development Managers are in Whitehead were added to the AFL and one High Performance course place across country Victoria. list with field umpire Kayne Nund with 15 candidates selected to attend. ÆÆThe AFL Victoria Community Cup rookie-listed. ÆÆAFL Victoria piloted a new level of was held at Avalon Airport Oval ÆÆThe inaugural Byron Bay AFL 9s coaching course designed specifically in July, with the best players from Invitational tournament was held for women, and in particular mums, country Victoria pitted against in October. keen to learn about the basics of the best from Melbourne’s premier ÆÆThe Gold Coast hosted the NAB AFL football so they can contribute in community leagues for the first Draft for the third successive year with a great capacity at NAB AFL Auskick time since 1986. Metro was victorious a week-long program of events. clinics or junior football. by 38 points. ÆÆThree Queenslanders were selected in ÆÆKickStart Under-15 indigenous program the NAB AFL Draft with a further three expanded to involve 120 boys, with picked up in the Rookie Draft. six selected in the national Flying QUEENSLAND ÆÆThe Lions added six Hyundai ÆÆIn the Rookie Draft, Victoria provided Boomerangs Squad, including eventual Total participation Lions Academy graduates on their list. WESTERN AUSTRALIA VICTORIA 45 per cent of the new talent (15 from Michael Long medallist Jye Simpkin. reached 180,132 – 14.2 ÆÆIn season 2014, there were 47 Overall football Total participation the TAC Cup, four from the VFL and one ÆÆAt the completion of year two of per cent more than 2013 Queenslanders on AFL club lists. participation in numbers reached from community football). the Laguntas developmental program and the largest increase ÆÆThe iconic ‘Q’ jumper was reintroduced WA increased by 290,998 – an ÆÆSeventeen Victorian draftees were for 16-18-year-olds, a 50 per cent since 2008. for all state representative teams. 10.67 per cent 8.7 per cent nominated for the 2014 NAB AFL Rising increase in Indigenous TAC Cup ÆÆQueensland achieved the highest ÆÆA restructure of Queensland to 178,651. increase. Star award, with former Geelong Falcon players from 2012 had been recorded, female participation in Australia with community football saw the return ÆÆFemale participation increased from ÆÆFemale participation grew by Lewis Taylor winning the title as Victorian including AFL draftees 51,722 girls and women playing the of the Queensland Australian Football 18,000 to 28,000. 41 per cent with 48 new female players filled the top three spots. and . game – up 30 per cent. League – Queensland’s premier ÆÆ32,303 children played NAB AFL Auskick. teams established. ÆÆOverall, 71 players represented Metro ÆÆOver 100 participants engaged in ÆÆOver 6400 fans attended Townsville’s community football league. ÆÆSubiaco won the 2014 WAFL premiership. ÆÆPlayer Payments Working Party was and Country Victoria in the NAB AFL multicultural and indigenous squads NAB Challenge match between the ÆÆThe Moreton Bay Central Sports ÆÆWest Perth’s Aaron Black won the 2014 established by AFL Victoria to examine Under-18 Championships, with Christian across three TAC Cup regions, named Gold Coast Suns and the . Complex hosted the National Female Sandover Medal. escalating costs of player payments at Petracca named the Larke Medallist after AFL footballers Majak Daw, ÆÆThe Western Bulldogs made their KickStart Championships. ÆÆConstruction work started on the new community level and to determine the for the best Division 1 player. Jimmy Toumpas and David Zaharakis. debut, playing the Gold Coast ÆÆAFL Cape York House celebrated its first at Burswood. broader impact on competitive balance ÆÆVictorian umpiring added three field, ÆÆForty-five Victorian FIDA players Suns at before a group of graduates, with six young men ÆÆThe West Australian Football within and across all competitions. two boundary and one goal umpire to took part in the first AFL National crowd of 9743. completing Year 12. Commission celebrated its 25th year ÆÆWestern and North West Development AFL ranks for season 2015, while two Inclusion Carnival. ÆÆAFL Queensland, the Gold Coast Suns ÆÆA total of 4500 fans saw the Sydney as WA’s leading stadium manager Council was established as the body coaches have been elevated to the ÆÆAFL Victoria assumed the management and the Brisbane Lions delivered AFL Swans reserves withstand a late surge at Patersons Stadium. managing strategy in these regions, AFL umpire coaching panel. of the Victorian Women’s Football Community Camps in Wide Bay from the Brisbane Lions to win by a ÆÆPatersons Stadium won the Australian with Western Bulldogs president ÆÆLucinda Lopes was the first female field League (VWFL) following a vote (Hervey Bay and Bundaberg), point in the second Mackay Anzac Day Institute of Management WA’s 2014 Peter Gordon appointed chairman. umpire in 24 years to be added to the of members in late 2013, with 10 new Springfield, Logan and Beenleigh. NEAFL clash. Pinnacle Award for Human Resource ÆÆAFL Victoria completed a research project VFL Field Umpires Development Squad. teams introduced across six divisions ÆÆQClash 8 in round 15 attracted 27,176 ÆÆA goal on the siren saw the Aspley Management Excellence. quantifying the value of a community ÆÆThe umpire accreditation program for season 2014. people – the largest crowd at the Hornets claim the NEAFL premiership ÆÆPatersons Stadium became the football club. This is thought to be the had 631 umpires achieve Level 1 and a ÆÆThe VWFL provided over 50 per cent Gabba in 2014. with a two-point win over the Sydney first stadium in Australia to receive first project of its kind in the world to further 430 complete Level 2. of the players in the AFL Women’s ÆÆThe #GirlsPlayToo awareness Swans reserves. International Customer Service analyse the impact of a local club. ÆÆThe Peter Jackson VFL introduced five Exhibition game between Melbourne campaign for girls aged 10 to 15 was ÆÆA total of 5700 community players Certification and won two national ÆÆDeputy General Manager Steven Multicultural Ambassadors to help and the Western Bulldogs. rolled out across the state. and officials and 1185 coaches Customer Service Awards. Reaper replaced Grant Williams as AFL assist AFL Victoria with multicultural ÆÆAFL Victoria launched its first ÆÆThe AFL Queensland Facilities attended education sessions ÆÆThe WAFL defeated the NEAFL by 85 Victoria General Manager in September development initiatives and programs state-wide Facilities Strategy – Plan 2014-2020 and Football and courses. points in the state game at Blacktown. after Williams was appointed General across participation, community, fans, Growing the Heartland. Facilities Audit were completed – ÆÆBLK and HART Sport became major ÆÆNine WAFL players were selected in Manager – Community Football engagement and talent. ÆÆSince November 2013, a total of 28 both firsts for Queensland state sponsors of the QAFL and QWAFL the NAB AFL Draft, including three Operations with the AFL. ÆÆThe Peter Jackson VFL and TAC Cup projects have shared in over $2.2 million sporting organisations. and the QFA North and QFA South first-round selections. ÆÆSixty per cent of new talent drafted to Grand Finals attracted a crowd of in funding through the Country Football ÆÆQueensland again recorded the largest competitions respectively. The ÆÆWA’s Tiah Haynes was selected No. 1 AFL clubs at the 2014 NAB AFL Draft 23,816 at Etihad Stadium – the biggest Netball Program, with a combined total AFL school participation in Australia Queensland Government continues in the AFL Women’s Draft. were from Victoria (45 from the TAC attendance to a VFL/VFA Grand Final project value of over $9 million. with 117,432 primary and secondary to provide significant funding for ÆÆWA’s State 18 Youth Girls became Cup and one from community football), since 1978. Footscray won the VFL ÆÆNine Region Administration Centre school students playing the game. the continuation of major programs, the first team to defeat Victoria including No. 1 draft selection Paddy premiership by 22 points over Box Hill projects are completed or under ÆÆOver $25 million of infrastructure particularly the promotion of female at the Youth Girls Championships. McCartin (Geelong Falcons). Hawks and Oakleigh Chargers defeated construction worth over $1.75 million in projects were completed. football across the state. 112 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 113

ÆÆThe second match played outside NORTHERN TERRITORY INTERNATIONAL Australia for premiership points INTERNATIONAL CUP There was a 19.9 per Participation of over was played between St Kilda The 2014 AFL cent participation 127,000 with an additional and the Brisbane Lions in Wellington, International Cup was growth for a total of 87,000 involved in New Zealand, on Anzac Day. played in Melbourne 35,539 Territory-wide promotional activities. ÆÆInternational Combines were held in over 15 days between participants, with the ÆÆThe 2014 USAFL Nationals were held Dublin, Los Angeles and Wellington. August 9-23. number of clubs growing from 129 to 143, in Dublin, Ohio, in October. It was the Four international players (two A record number of 25 teams equating to 10.8 per cent growth. 17th year of the event and was the from the USA and two from Ireland) represented 18 countries across 18 men’s ÆÆFemale participation increased by largest. Forty teams across five divisions attended the 2014 NAB AFL Draft and seven women’s teams. Pakistan and nine per cent. A total of 1200 players, competed in 65 matches across two Combine at Etihad Stadium. Indonesia fielded teams for the first time. accredited coaches and umpires – days of competition. The New York ÆÆMason Cox from the United States Men’s teams: Canada, China, Fiji, all significantly higher. Magpies took home their second travelled to Adelaide and Melbourne Finland, France, Indonesia, Ireland, Great ÆÆCommunity education flourished Division 1 title with a comeback win over in May after attending the US Britain, India, Japan, Nauru, New Zealand, under the Michael Long Cup (under-14s) the Orange County Bombers in the final. Combine. Standing at 211.4cm, Pakistan, Papua New Guinea, South Africa, CHAMPIONS remote programs and diversity. The Denver Bulldogs women won their the 23-year-old from Oklahoma Sweden, Tonga and USA. The successful Canada Northern Lights and Papua New ÆÆAchieved target of 10 remote projects fifth consecutive championship, while State University is the tallest player Women’s teams: Canada – Northern Guinea teams after their International Cup triumphs. ÓÔ with Borroloola starting in July. the LA Dragons (Division 2), Sacramento to attend an AFL Combine. He was Lights, Canada – Midnight Suns, Ireland, ÆÆNT Thunder semi-finalists in the Suns (Division 3) and North Carolina interviewed by several clubs and Fiji, Tonga, USA – Freedom, USA – Liberty. NEAFL competition with two Northern Tigers (Division 4) captured their first was named as an international rookie The carnival involved about 1000 Territory draft picks – Nakia Cockatoo titles. The carnival involved over 1200 by Collingwood. players, coaches and support staff, (drafted to Geelong at No. 10) and players, umpires, officials and spectators. ÆÆA pilot program in India launched while 200 volunteers from all levels Jake Long (father-son selection ÆÆThe 2014 Euro Cup was held in in January in collaboration with of football helped stage 62 matches to Essendon). London in October. It was the biggest the Australian Sports Commission, across 18 venues. ÆÆMichael Long Learning and Leadership tournament yet with 19 countries Australian Sports Outreach Program, The carnival was launched at Centre is 95 per cent complete with represented across 16 men’s teams and Magic Bus, AFL India and the AFL saw Melbourne’s Federation Square. the handover scheduled for February five women’s sides. Denmark defeated over 3000 participants experience Teams were officially welcomed by 2015 and the official opening in Croatia to win the men’s competition AFL. AFL India secured a grant from senior Wurundjeri elder Aunty Joy March 2015. Upgrades also took and Ireland defeated England in the the Australian Sports Council for Murphy-Wandin and then Premier of place at in Alice Springs. women’s competition. a 10-month project. The project’s Victoria Dr Denis Napthine, along with a ÆÆFirst AFL premiership match ÆÆThe NAB AFL Academy Level 1 squad goal is to strengthen and unify recorded video welcome message from at Alice Springs in 2014. toured New Zealand for the third time Indian communities through the Prime Minister Tony Abbott. Participants in January and played a match against implementation of a sustainable marched to the MCG and took part in the New Zealand Hawks at Westpac grassroots Australian Football a Parade of Nations before the Stadium in Wellington. program in the states of Maharashtra, Hawthorn-Melbourne match. Community education flourished ÆÆThe NAB AFL Academy Level 2 squad Rajasthan and Jharkhand. Matches were played in Melbourne’s toured Europe in April. The squad ÆÆWorld Team and South Pacific teams Royal Park, but in a first for the under the Michael Long Cup (under-14s) trained at the AIS facility in Varese, competed in the 2014 NAB AFL International Cup, Community Round remote programs and diversity Italy, and played an inter-club match Under-16 Championships. saw teams play curtain-raiser matches Media supported the event with FIGHTING SPIRIT and an international match against ÆÆThe Under-16 South Pacific Cup across 12 metro and regional venues. strong coverage across metropolitan Ireland challenged the European Legion in London. was played in Coffs Harbour in April. Matches were linked with regular season and multicultural media. Eighty players Fiji in the women’s division of the New Zealand, Papua New Guinea VFL, VWFL, country, metropolitan and also had the opportunity to be part of International Cup. and Oceania (represented by players amateur games. The Footy Show audience. Ò from Nauru, Fiji, Tonga, Vanuatu and Other events included a Captains’ Lunch The event was well supported by the Solomon Islands) fielded teams. hosted by AFL Commission Chairman Mike social media. A dedicated website hosted The PNG Binatangs finished on top Fitzpatrick, along with other members by AFL Media posted daily results, news of the ladder. of the AFL Commission and executive, a stories and images. IC14 Instagram and ÆÆThe AFL Women’s Academy toured screening of the Aussie Rules the World Twitter accounts also ensured footy New Zealand in October. The tour documentary and a Gala Dinner attended fans throughout the world could follow party included 12 16-year-olds, female by more than 1000 guests at the Crown the action. coaches and development staff. The Palladium where the men’s and women’s The International Cup is played every squad played two nine-a-side matches World teams were announced. three years and this was the fifth carnival. against the New Zealand Kahus. The men’s final was played at the MCG Expatriate Australians are ineligible to ÆÆThe AFL Indigenous under-18 women’s before the round 22 Hawthorn-Geelong play in the International Cup. Teams are team, the Woomeras, conducted an match. Papua New Guinea defeated comprised solely of amateurs who must inaugural 10-day New Zealand tour Ireland by three points in a thrilling match. be nationals of the country they represent. RIVALRY RENEWED in December. The squad of 21 was The women’s final was played at All players must have lived the majority Northern Territory took on Queensland in the NAB AFL mentored by Shaun Burgoyne and Punt Road Oval. Canada Northern Lights of the years aged between 10 and 16 as Under-18 Championships. Ö played two matches against the defeated the Ireland Banshees by a citizen of their nation. New Zealand Kuhus. 26 points. 114 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 115

COMMUNITY-MINDED AFL SPORTSREADY Jim Stynes Community LADDER Leadership Award winner AFL SportsReady is a national not-for-profit Beau Waters has helped company that has facilitated employment The AFL industry has a raise more than $1 million for cancer research. × and education for young Australians since long-standing reputation as a 1994. It works in partnership across a force for change. In 2014, the AFL number of industry sectors, including continued to support Ladder – the sport and recreation, business and AFL players’ charity established in administration, finance, banking, 2007 to youth homelessness. horticulture, information technology, Every player participating retail and arts and the creative industries. in an AFL home and away match AFL SportsReady celebrated 20 donates part of his match fee to years of education and employment Ladder. Each year, these donations (1994-2014) and during that time has amount to around $150,000, which achieved the following: is matched by the AFL, resulting ÆÆA total of 12,000 young people started in a total contribution of $300,000. a traineeship with AFL SportsReady CREATING OPPORTUNITIES Ladder is also the official since 1994. SportsReady’s 20th year celebration included a gathering charity partner of the Toyota ÆÆA total of 1300 Aboriginal and Torres with (from left) inaugural CEO Phil Wallbridge, founding AFL Finals Series. member Kevin Sheedy, Chairman Steve Bracks, founding Strait islander trainees have started member Bill Kelty, founding member Ian Collins and William The AFL and AFL Players’ since 2000. Evans, the grandson of founding member Ron Evans. Ó Association are founding partners ÆÆOver 2000 trainees started their of Ladder. Ladder works with young careers working in the AFL Industry. people who have experienced In addition, he is: ÆÆSupported over 1000 AFL players to a traineeship program for young Victorian Education in a range of courses, including homelessness to help them break ÆÆAn active board member for Youth complete traineeships as well as a Indigenous job seekers and its quick Sport Development, Business and Fitness. the cycle of homelessness and COMMUNITY Focus, an organisation that supports variety of other project roles supporting success saw its expansion into a direct AFL SportsReady’s Executive Education to reach their potential. vulnerable young people in WA by players’ transition from the game. employment model. team has continued to develop tailored Ladder has a vision to operate offering a range of health services. ÆÆSupported 1790 students across the The expansion of the program into education opportunities for AFL staff and in every region that hosts an AFL PARTNERSHIPS ÆÆAn inaugural committee member country to gain qualifications since a direct employment model has resulted players. In 2014, the courses offered included team by 2020. of the Young Men’s Project Committee, 2012 through SportsReady Education. in another 35 Indigenous job seekers placed Executive Certificate in AFL Management, It costs Ladder just under $36 JIM STYNES COMMUNITY which raises awareness of mental ÆÆAt the 20-year anniversary event, into direct employment roles over the past Professional Certificate (Football a day to support a young person illness in young men. the AFL Commission Chairman 12 months. An additional 11 employment Administration) and Executive Certificate who is striving for a better future. LEADERSHIP AWARD ÆÆA regular Camp Quality volunteer Mike Fitzpatrick announced the AFL placements will be created over the next in Player Development, and have provided This provides around 120 hours of West Coast Eagles defender Beau Waters and fund-raiser. would invest a further $1.1 million in AFL six months. career development for over 50 participants. support a year, including health, was selected as the winner of the 2014 ÆÆA committee member of the WA SportsReady over the next two years. Ten young Indigenous Victorians have Additionally, AFL SportsReady’s wellbeing and fitness sessions, Jim Stynes Community Leadership Award Healthy Awards. undertaken school-based traineeships Executive Education team has worked skills training, mentoring and by the AFL and the Reach Foundation. In 2014, AFL SportsReady supported across the City of Yarra, with a further five with AFL umpires to develop the AFL one-on-one support. The Jim Stynes Community Leadership As the winner, he receives $20,000 687 trainees into roles across Australia full-time traineeships with AFL Victoria to Umpires Coach Academy, which will be Past and present AFL Award each year honours the former from the AFL to be donated to the charity and more than 900 students studied increase Indigenous participation. In 2015, rolled out in 2015. AFL SportsReady has footballers are involved as Melbourne Football Club president and or community program/s of his choice. with SportsReady Education. a further 10 school-based traineeships and developed university partnerships in every volunteers, ambassadors Brownlow medallist who passed away Nominations for the award were sought Some 18 per cent of SportsReady three full-time traineeships opportunities state. The partner universities are La and mentors. This is critical in 2012. He was also one of the founders from AFL clubs. Education students were Indigenous and will be offered through the program. Trobe University, University of Technology for young people to provide of the Reach Foundation. The Jim Stynes Community Leadership 223 traineeship opportunities were provided In November 2014, AFL SportsReady’s Sydney, Griffith University, University them with guidance, support Sam Ludbey-Stynes presented Waters Award selection panel consists of to Indigenous young people nationally, with Indigenous Programs team also delivered its of Canberra, Curtin University, Flinders and encouragement to find with the award at the Brownlow Medal Sam Ludbey-Stynes, AFL Commissioner partners including the National Australia second NAB Emerging Leaders Program to 13 University and the University of Tasmania. a way out of the debilitating ceremony held at Crown Palladium. the Hon Linda Dessau AM (chair of the Bank, ANZ, Commonwealth Bank, Westpac, of NAB’s Rising Indigenous Emerging Leaders. The partnerships offer SportsReady cycle of homelessness. He was one of four finalists, along selection panel), AFL Chief Executive Australia Post, Telstra and Kmart and the A five-day intensive live-in course is aimed Education students an opportunity to with Kade Simpson (Carlton), Mathew Officer Gillon McLachlan, AFL General Victorian and West Australian governments. at developing and growing the leadership gain direct entry and credit towards a Stokes (Geelong Cats) and Travis Boak Manager People, Customer and AFL SportsReady was awarded the capacity of Indigenous staff within the NAB. Bachelor Degree upon completion of their (Port Adelaide) who were all commended Community Dorothy Hisgrove, AFL Head Wurreker Award for best private-registered AFL SportsReady has worked Diploma studies. The ArtsReady program, Ladder has a vision to operate for their great initiative and leadership of Diversity Jason Mifsud, Reach training organisation by the Victorian in partnership with the AFL Players supported by the Federal Government, across the community. Foundation CEO Sarah Davies, 3AW Aboriginal Education Association (VAEAI). Association to provide training in a career was rolled out across Australia and is now in every region that hosts Waters was selected as the 2014 broadcaster Neil Mitchell, The award recognised AFL SportsReady’s beyond the football field through the Next available in Western Australia, Tasmania, an AFL team by 2020 winner based on his long-standing broadcaster and former champion player work in providing innovative partnership Goal Career Transition Programs. Queensland and South Australia. and continuing work with several Tim Watson and AFL Players’ Association arrangements resulting in improved Today one in four AFL players are This program is designed as a community and charitable organisations. representative Marissa Filipou. pathways, career and employment involved in AFL SportsReady programs partnership with young Australians and Through his role as an ambassador for outcomes for Victorian Koorie VET students. and the establishment of SportsReady the arts and creative sector through an the Cancer Council WA over the past decade, The Barrawarn program, a partnership Education has allowed the partnership entry-level training and support model he has been the catalyst for the Eagles He has been the catalyst for the Eagles funded and supported by the Collingwood to grow further. During the past year, 253 that combines practical experience at raising almost $1 million for cancer research. raising almost $1 million for cancer research Football Club Foundation, began in 2012 as AFL players studied with SportsReady work with vocational education. 116 AFL ANNUAL REPORT 2014 PEOPLE, CUSTOMER & COMMUNITY 117

BREAST CANCER NETWORK T AKING A STAND Swans stars Lance IN THE PINK AUSTRALIA Franklin, Adam Co-captains Goodes and Lewis Nathan Jones The AFL has continued its association Jetta show their and Jack Grimes with Breast Cancer Network Australia support for the model the special which began in 2005. Recognise campaign. guernsey worn Ò by the Demons In April this year, the fourth Field of in the Field of Women event in support of Breast Cancer Women match. Ò Network Australia was successfully staged at the MCG before the Melbourne-Western Bulldogs match. More than 12,000 women and men participated in the event, which created the sparkling Pink Lady on the MCG and raised more than $500,000 to support the work of BCNA. In 2014, the NAB AFL Auskick program supported BCNA’s Pink Sports Day. Auskick centres across Australia were encouraged to turn pink to pay tribute to those in their community affected by breast cancer while raising funds and awareness for BCNA.

Several members of the AFL executive pleased to play our role as a member of WHITE RIBBON CAMPAIGN are ambassadors for the White Ribbon the community by supporting this initiative White Ribbon is an international Campaign, as is champion to ensure Aboriginal and Torres Strait organisation working to prevent male and 2014 Australian of the Year Adam Islander Australians are appropriately violence towards women. Goodes and several current and former recognised in our nation’s constitution.” One in three Australian women over players as well as executives from AFL clubs. Recognise is also officially supported the age of 15 will experience physical by the Port Adelaide, Adelaide, Richmond violence and one in five Australian women and St Kilda Football Clubs. will experience sexual violence. A woman RECOGNISE dies at the hands of a current or former The AFL is proud to have an ongoing REACH – JIM STYNES partner almost every week in Australia. partnership with the Recognise campaign, The AFL and White Ribbon have had which supports and focuses on the push SCHOLARSHIP FUND a long partnership which has primarily to recognise Aboriginal and Torres Strait The AFL and the Reach Foundation focused on working with players and Islander peoples in Australia’s constitution established the Jim Stynes Scholarship teams to raise awareness for men’s and to ensure there is no place for racial Fund in 2011 in honour of former Melbourne violence against women. discrimination in it. Football Club president and Brownlow The partnership is linked to the The campaign’s R symbol was painted medallist the late Jim Stynes. AFL’s Respectful Relationships Framework, in the middle of each AFL venue during the As part of a partnership with the AFL, which aims to create a safe and inclusive 2014 AFL Indigenous round, with Sydney the Federal Government has provided environment for women at all levels of Swans star and Australian of the Year $3 million to establish the scholarship fund the game. A focus of the AFL competition’s Adam Goodes and former Swans champion to help disadvantaged people pursue their support for the White Ribbon Campaign Michael O’Loughlin among the AFL identities sporting dreams and reach their potential. is matches between the Greater Western supporting the Recognise campaign. The scholarships recognise Stynes’ Sydney Giants and Sydney Swans, with The AFL’s support led to a significant contribution as an outstanding footballer, the winner of each game receiving the boost in awareness of the campaign, administrator, philanthropist, charity White Ribbon Trophy. with more than 17,000 Australians signing worker and writer. The 2014 Virgin Australia International up as supporters during the week of In 2014, the AFL and Reach awarded Rules match played between Australia and Indigenous Round. 37 scholarships with a value of up to Ireland at Patersons Stadium in November AFL Chief Executive Officer Gillon $20,000. Number 37 was Stynes’ original was also in support of White Ribbon. McLachlan said the AFL’s partnership with number when he joined Melbourne. Tom Meagher, husband of the late Recognise acknowledged and honoured Recipients received funding towards Jill Meagher, took an oath during the the close links over a long period of time football, travel and education expenses. pre-match ceremony to support between Aboriginal and Torres Strait White Ribbon's anti-violence campaign. Islander communities and the AFL. Members of both teams also wore white “Recognise is a campaign which has The AFL is proud to have an ongoing ribbons as a symbol of their support. multi-party political support and we are partnership with Recognise 118 AFL ANNUAL REPORT 2014 MARKETING In 2014, the AFL launched the Toyota AFL Premiership season with a campaign titled Everything’s Possible. This campaign focused on the unpredictable nature of our game and the excitement and sense of optimism fans experience at the start of the AFL season. The television commercial for the campaign featured the voiceover of Western Bulldogs fan and Hollywood star Chris Hemsworth. The concept of Everything’s Possible continued across key themes for the year, EVERYTHING S POSSIBLE including Indigenous and Multicultural ’ Rounds, with a focus on the possibilities that can be achieved on and off the field. AUSTRALIA’S GAME The entire campaign for Indigenous Round was developed in partnership with the Indigenous community, with designer TICKETS AT AFL.COM.AU Marcus Lee developing the visuals for the campaign and actor Luke Carroll providing POSTAGE PAID AUSTRALIA the voice for the television commercial. RETURN ADDRESS: GPO BOX 5275 Multicultural Round focused on the MELBOURNE VIC 3001 Many Cultures, One Game message with a comedic campaign celebrating multicultural fans’ connection with our game. The campaign included fans from South-East Asian, Indian and Italian backgrounds. Jerry Ng, a young East Timorese boy with an encyclopaedic memory for football stats, starred in the campaign and was heavily featured in match broadcasts – and across other media – calling an AFL game with Channel 7’s Bruce McAvaney. The finals campaign was a highlight of the 2014 season, with a strong retail campaign using triple premiership player Jonathan Brown’s voiceover, which helped drive excellent ticket sales. The Don’t Go Quietly campaign focused on the incredible live atmosphere of finals football and featured passionate fans from each of the competing clubs. The year finished on a high with the Virgin Australia International Rules series featuring a star All-Australian cast in a fantasy football-inspired campaign which drove outstanding ticket sales.

SENDING THE RIGHT MESSAGE The AFL produced several innovative AFL.COM.AU campaigns that proved successful @AFL AFLFinals in 2014. Ò

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