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Annual Report 2012 Australian Football League League Football Australian 116 th Annual Report 2012 Report Annual Australian Football League Annual Report 2012 AS GOOD AS IT GETS: Co-captain Adam Goodes celebrates after the Sydney Swans’ 10-point win in the 2012 Grand Final. Australian Football League 116th Annual Report 2012 1 4 Chairman’s Report .............................................................................. 12 Commercial Operations .......................................................... 64 John Kennedy Lifetime Achievement Award ..................................................... 16 Major Corporate Partners ...........................................................................................67 Financial result ................................................................................................................18 Events and Hospitality ...............................................................................................69 Integrity ..............................................................................................................................18 Club Membership ...........................................................................................................74 AFL Commission ..............................................................................................................21 CEO’s Report ................................................................................................22 Competition expansion ...............................................................................................25 5 Indigenous programs .................................................................................................. 26 Executive changes ........................................................................................................ 28 National & International Development ......... 76 Jim Stynes Community Leadership Award .........................................................33 NAB AFL Auskick ........................................................................................................... 79 Female Football Program ......................................................................................... 83 Community Engagement – Indigenous ..............................................................84 Community Engagement – Multicultural ..........................................................86 International .................................................................................................................... 91 2 Around The Regions.....................................................................................................96 Corporate Affairs & Communications ..................................................................101 Broadcasting & Infrastructure ......................................34 Human Resources ........................................................................................................102 Television in 2012........................................................................................................... 36 AFL Media .........................................................................................................................38 Stadium Infrastructure ...............................................................................................40 Legal and Business Affairs ........................................................................................44 Strategic Planning .........................................................................................................47 6 Marketing .........................................................................................................................48 Awards, Results & Farewells .........................................104 The Premiers ................................................................................................................. 106 Retirees .............................................................................................................................113 AFL Life Members .........................................................................................................116 3 Vale Charlie Sutton ......................................................................................................119 Football Operations ......................................................................50 Free Agency Introduction/Compensation ......................................................... 54 Laws of the Game ......................................................................................................... 54 Tribunal/Match Review Panel..................................................................................57 7 Cultural Strategy and Education ............................................................................60 Injury Survey .....................................................................................................................62 Financial Report .................................................................................120 AFL Clubs’ Financial Results ....................................................................................120 Key Financial Indicators ............................................................................................123 FRONT COVER: Excited BACK COVER: Ted Richards co-captain Jarrad McVeigh embraces Nick Malceski after raises his arms in delight after Malceski kicked the goal in the last Concise Financial Report ......................................................125 the final siren signals the Swans’ minute to ensure the Swans’ victory Directors’ Report ..........................................................................................................125 fifth VFL/AFL premiership. in the 2012 Toyota AFL Grand Final. Corporate Governance ...............................................................................................133 2012 Outcomes 6,238,876 31,509 Total attendance for the Toyota AFL The average attendance per game during the Premiership Season, down 4 per cent on Toyota AFL Premiership Season, which makes 2011 largely as a result of the Gold Coast the AFL competition the fourth-highest attended Suns and Greater Western Sydney Giants professional sports competition in the world entering the AFL competition in the past behind the National Football League in the US two seasons, as well as playing matches (average 67,591 spectators a game), Bundesliga at smaller capacity venues in Darwin, soccer in Germany (45,116 a game) and Premier Cairns, Canberra, Launceston and Hobart. League soccer in England (34,602 a game). 4,080,608 4,781,878 The average national TV audience for the The average gross national TV audience per A FTER THE SIREN: Seven Network’s coverage in metropolitan round of the Toyota AFL Premiership Season Tom Hawkins (right) is embraced by his and regional Australia for the 2012 Toyota across the Seven Network and Fox Sports, Geelong teammates AFL Grand Final between the Sydney Swans the largest weekly audience for any sports after kicking the and Hawthorn, maintaining the Grand Final competition in Australia. Five of the top six match-winning goal as the most watched annual sporting event rating programs on subscription television against Hawthorn in in Australia. in 2012 were live broadcasts of AFL matches. round 19 at the MCG. PHOTO COURTESY HERALD SUN 7,374,832 T otal attendances for the NAB Cup, Toyota AFL Premiership Season and Toyota AFL Finals Series, down 5.9 per cent on the all-time record total of 7,836,542 set in 2011. AFL6 Clubs AFL ANNUAL REPORT 2012 & Players Attendances Major awards AFL Media Adelaide recorded the largest increase in The successful establishment of AFL Media home game attendances, up 5.2 per cent Brownlow Medal in 2012 produced the following key outcomes: on 2011 to 405,122. Fifty-one games >> 170 million in-season visits to the entire attracted a crowd of 40,000 or more, Jobe Watson AFL Network across all platforms. Essendon the same number as in 2011. >> 610,000 daily visitors across web, The top clubs for average attendance mobile and app platforms. Norm Smith Medal per home game were: >> 6.5 million monthly visitors across Ryan O’Keefe web, mobile and app platforms. Sydney Swans >> 1 million weekly video streams, up 125 per cent on 2011. 59,799 Coleman Medal >> 1.3 million app downloads for AFL Live, Collingwood club apps, Dream Team and AFL Record. Jack Riewoldt >> 3 million monthly visitors to AFL.com.au. Richmond >> 640,000 total social media community including Facebook, Twitter, Instagram Michael Tuck Medal 47,698 and Google. Essendon Bernie Vince Adelaide 45,721 NAB AFL Rising Star Carlton Daniel Talia Adelaide 41,319 Richmond SCALING NEW HEIGHTS: AFL payments to clubs Total player earnings Melbourne’s Jeremy Howe AFL payments to clubs in 2012 totalled Taking into account gross player (right) won the Lifebroker $200 million, including the first year of payments of $173.7 million, $10.4 million Mark of the Year award distributions from the Club Future Fund in additional services agreements and with this screamer against of $30.5 million. In 2011, AFL payments $1.84 million from employment and the Sydney Swans in round eight at the SCG. to clubs totalled $159 million. marketing agreements with associates of AFL clubs, the total earned by AFL players in 2012 was $185.94 million, an increase of 12.8 per cent on 2011. COMMERCIAL OPERATIONS 7 707,621 T he total number of AFL club members in 2012, a record
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