FUTURE DIRECTIONS OF AFL PROJECT UNDERTAKEN IN 2017

1 BACKGROUND Throughout 2017, AFL NSW/ACT undertook across AFL Sydney was invaluable and We thank all of you who contributed to the a comprehensive review of community enabled us to better understand the project and we look forward to working with in the greater Sydney region titled opportunities and challenge, and to you all as we embark on this exciting phase the ‘Future Directions of AFL Sydney project’. help shape the future direction. to lay the foundations for the next phase of The aim of the review was to develop a growth of AFL Sydney into the future. unified long-term vision for and strategic The research phase included an objectives of AFL Sydney in line with the key extensive analysis of data including the recommendations from the AFL’s national engagement of external consultants to Future Directions of Football report (2016). test the key insights and help to develop the various recommendations, before Sam Graham Consultation across the AFL community in refining these emerging recommendations Chief Executive Officer Sydney was a critical element of the project. with key stakeholders. AFL NSW/ACT In doing so, AFL NSW/ACT met with and surveyed thousands of representatives from The project has identified over 60 final all levels of football in Sydney, at community, recommendations – including 10 key semi-professional and elite level, as well recommendations – to guide the future as key national and state stakeholders. The direction of AFL competitions in Sydney. involvement and input from key stakeholders Sam Chadwick State Manager – Football, Policy & Major Projects AFL NSW/ACT

2 3 PROJECT OVERVIEW FUTURE DIRECTIONS OF AFL SYDNEY A thorough consultation process commencing The following SWOT analysis summarises the views of stakeholders in January 2017 and continuing throughout 2017 with respect to the AFL Sydney landscape across seniors and juniors NOV 2016 – FEB 2017 FEB 2017 – JUNE 2017 JULY 2017 – DEC 2017

FRAMING ANALYSIS KEY FINDINGS Frame the key areas of focus Consult key stakeholders Identify & test key findings & analyse information SWOT » Review National Future Directions » Conduct online survey with key » Identify the key findings based STRENGTHS WEAKNESSES OPPORTUNITIES THREATS of Australian Football report stakeholders (over 500 respondents) on information/ data » AFL brand and reputation in Sydney » Senior and junior alignment and pathway » Western Sydney population growth » Scalability of other codes due to smaller player numbers » Hold initial meetings with key » Meet with key stakeholders (all 76 » Test key findings with AFL staff » The only community AFL league » Relatively low player transition » Growing NEAFL profile in Sydney » Lack of Premier Division clubs in west » Interest in female football due to AFLW » Insufficient access to grounds stakeholders and obtain AFL Sydney senior and junior Clubs, and key stakeholders and facilities at community level initial information Juniors Exec & Regional Committees, » Largest community league in » Gap between Premier Division » and GWS Giants Academies » Determine strategic priorities » Wet weather rescheduling AFL Sydney Strategy Group, Players, » Female participation growth and other clubs » Growing profile of AFL due to » Establish Project Working Party and implementation timetable » Traditional profile of NRL and soccer Umpires, Umpire Coaches, AFL/NEAFL » Competitive balance of men’s » Varied capability of club coaches Sydney Swans and GWS Giants and key consultants » and distribute proposed Clubs, AFL staff etc) competitions and administration » Growing population diversity » Management of concussion » Identify the Terms of Reference key recommendations for feedback » Sufficient number of clubs » Travel due to lack of scale » Limited volunteer engagement » Over 20 workshops and forums » Brand and resources of the including the Project Scope » Finalise key recommendations » Geographical spread of senior clubs » Insufficient staff resourcing to drive growth AFL organisation of non-traditional AFL market involving key stakeholders » Announce Project and distribute » Develop operational implementation plan » Auskick participation » Irregular match-day experience » New product offerings to attract » Rising player payments in senior competitions the Terms of Reference » Review data to identify gaps » LAM club development structure » Declining youth boys growth and retain participants – AFL9s, Masters, AFLX etc » Sustainability of ‘tier two » Identify key issues and common themes in Western Sydney » U19s competitive balance and depth » Independent Schools AFL programs and three’ clubs » Analyse relevant information and » Increasing club depth in teams » Women’s competitive balance and depth test initial findings » Development of ‘tier two and three’ clubs » Increasing costs to operate » No clear pathway for club promotion a club – venues, medical, » Improved player retention/transition » Limited media coverage for competitions equipment, coaches » Two-year age gap in junior competitions

4 5 KEY RECOMMENDATION 1 KEY RECOMMENDATION 2 INTEGRATE THE GOVERNANCE PROVIDE A STEP CHANGE IN AND ADMINISTRATION OF INVESTMENT AND OPTIMISE COMPETITIONS UNDER THE AFL THE COMMERCIAL MODEL WHAT WHAT WHY » The governance and administration of AFL Sydney » Provide a step change in increased AFL » AFL Sydney is well below resourcing juniors and seniors to be merged and integrated investment to better support and develop the benchmarks of other NSW/ACT leagues and ABOUT 25 with junior competitions to become directly largest community football league in Australia other major community leagues nationally ‘PER CENT managed by AFL NSW/ACT with about 600 teams, plus Independent Schools » To ensure professional league administration, » Wind up AFL Sydney Juniors Inc and streamline and Masters competitions, including increased drive junior and senior alignment, develop OF COACHES AFL Sydney Juniors governance (currently resourcing across competition management, clubs, and support new and growing segments IN NSW/ACT five separate governance bodies) with greater club support and coaching including Sydney Independent Schools and AFL staff resourcing to manage competitions » Appropriately and incrementally increase Masters competitions ARE BASED » Maintain and clarify the role of the affiliation fees in line with state and industry » Dedicated coaching development resources IN SYDNEY AFL Sydney Juniors Regional Committees benchmarks for AFL and other sports are required in Sydney to improve coaching » Integrate commercial assets and develop standards and enhance the player experience, ’ WHY a commercial toolkit of league assets support and develop clubs to ensure future » Ensure the strategic alignment across senior and junior » Reinvest AFL Sydney Juniors cash reserves into key sustainability through new dedicated resources competitions, including improved senior and junior club junior football needs such as coaching and facilities » Enhance financial sustainability of the league alignment and player transition (Sydney experiences a » Ramp up focus on ensuring greater access by maximising commercial revenue relatively low 48 per cent player transition rates versus to Sydney community facilities » Synthetic surfaces and lighting other major NSW/ACT regions such as Canberra which » Convert existing natural turf ovals to will address the current challenges is 65 per cent and Riverina which is 64 per cent) synthetic/ hybrid surface where possible regarding venue usage and wash- » Improved operational efficiency and financial and invest in improved venue lighting outs and facilitate the growing management through minimising duplication demand from participants and utilisation of AFL shared services » Continue to engage and utilise the experienced volunteer network » Ability to integrate and commercialise assets across seniors and juniors

6 7 KEY RECOMMENDATION 3 KEY RECOMMENDATION 4 ENHANCE SENIOR IMPLEMENT A COMPETITIVE COMPETITION STRUCTURES BALANCE FRAMEWORK AND STANDARDS WHAT WHY WHAT » Develop and outline the process and criteria » Build the profile of AFL Sydney by » Introduce a player points system for AFL for the promotion of clubs to AFL Sydney elevating and developing the AFL ENHANCE CLUB Sydney Premier Division Men’s and Women’s Premier Division (Men’s and Women’s) to Sydney Premier Division competitions ‘CULTURE AND » Define junior to senior club pathways provide a transparent criteria and guidelines » Enhance club culture and match-day » Reintroduce a NEAFL Mini Draft for aspirational clubs experience by maximising opportunities MATCH-DAY for external NEAFL recruits » Develop and enforce minimum standards for club for multiple club teams playing at the EXPERIENCE participation in AFL Sydney Premier divisions same venue on same day WHY across governance, facilities, teams, coaching, » Minimise the impost on club volunteers BY MAXIMISING youth development, medical, brand and inclusion » Incentivise the investment in local youth and cost on clubs by increasing the ability OPPORTUNITIES… development and player pathways, including » Introduce a club-based top-tier senior men’s to schedule more matches per venue on the establishment of club academies, as clubs competition structure (i.e. seniors, reserves match day and reducing the need to ’ benefit from fielding ‘home players’ and youth teams), with divisionalised lower spread associated support roles across tiers to facilitate growth various venues » Provide for an appropriate spread of talent, in particular with respect to AFLW and » Develop the second tier clubs to ensure » Build towards long-term goal of standard NEAFL recruits future sustainability, including key clubs match-day, comprising two men’s, in growth regions where there is no one-to-two women’s and top-age youth » Encourage local NEAFL players to remain Premier Division presence (eight or the teams all playing back-to-back at one venue connected to their AFL Sydney club of origin twelve lower division men’s clubs are » Assist lower-division clubs to attract and » Align to industry standards regarding based in Western Sydney) retain talent and compete against other competitive balance mechanisms to provide » Reduce quarter length and breaks clubs at senior level closer games improve the experience for of senior matches participants and fans longer term

8 9 KEY RECOMMENDATION 5 KEY RECOMMENDATION 6 ENSURE A GREATER GEOGRAPHICAL ESTABLISH AND SPREAD OF CLUBS IN PREMIER GROW ALTERNATIVE DIVISION COMPETITIONS COMPETITION OFFERINGS WHAT WHAT » Expand the AFL Sydney Premier Division » Better support and develop Independent Schools Men’s competition to 10 clubs boys’ and girls’ competitions, including increased » Focus on promoting a club based in Western resourcing across competition management, Sydney (subject to the minimum standards and club support and coaching in accordance with the criteria for participation) » Establish a strategic partnership with ‘Masters’ » Provide enhanced club development support football bodies including through increased to developing clubs in key regions collaboration and AFL support » Explore the establishment of alternate and WHY abridged competition offerings such as AFLX » 10 teams will provide 18 regular » Develop a plan to establish all abilities rounds with no byes (currently nine teams) competitions in Sydney » Only one AFL Sydney Premier Division club () is based in Western Sydney WHY and there is no AFL Sydney Premier Division » Independent Schools boy’s competitions have presence in South-West Sydney, Mid-West Sydney grown significantly over recent years and provide or Far West Sydney – forcing players to travel to an effective game development vehicle other regions to play at a higher level » Masters are a small but growing segment of » The Western Sydney region includes more than community participants, and establishing a formal two million people and key regions are forecast to relationship with the ‘Masters’ football bodies will almost double in population by 2036, including in help promote growth and increase engagement Macarthur, Blacktown and Parramatta within the loyal Masters demographic » AFLX is well suited to Sydney given limited access to ovals, there are many rectangular fields, fewer players are required and there is an appetite for shorter matches » There is a growing demand for programs and competitions in Sydney which cater for players with a disability 10 11 KEY RECOMMENDATION 7 KEY RECOMMENDATION 8 REDUCE ON-FIELD PLAYER DEVELOP THE FUTURE NUMBERS ACROSS ALL JUNIOR STRUCTURE FOR JUNIOR AND YOUTH COMPETITIONS AND YOUTH COMPETITIONS WHAT WHAT WHY » Mandate a maximum of 16 players a team » Address team depth differentials and » Introduce an U16 youth boy’s competition » U15 to U17 is the only two-year age on-field across all junior and youth boys’ therefore enhance competitive balance to provide single-age groups across all group across boy’s competitions competitions (i.e. up to U17), including » Increase opportunity for all players to be boys’ competitions as soon as possible, » Single-age groups are proven to Independent Schools competitions involved in the play – a key factor as to subject to scale enhance player retention » Reduce quarter lengths and breaks whether a player has ‘fun’ – leading to » Implement steps to establish two-year » Junior competitions to remain of matches to accommodate 16-a-side improved player retention and participation age groups across all girls’ competitions localised to minimise impost of » Create a less-congested and as soon as possible, subject to scale travel where competitive balance WHY freer-flowing match (reduce (compared to three-year age groups) less of a consideration » Generate scale to establish additional teams likelihood of injury and concussion) » Establish a youth boy’s competition » Localised competitions and tiers of competition, which will increase » An extension of the AFL Sydney modelling working group to develop improve the ability to attract the ability to effectively grade sides, reduce framework which provides for: new competition structures from 2019 new participants to our game the need for club alliances and reduce the • A maximum of 15 players a team onwards which may include: risk of forfeits in all boys’ competitions up to U12 • Sydney-wide Division 1 youth competitions • AFL Sydney provides a maximum and in U15 girls’ competitions • Locally based lower-division competitions of 15-a-side up to U12 boys • A maximum of 16 players a team in teams feeding into Division 1 teams • This increases to 18-a-side from U13 – requiring the Sydney Harbour Division 3 youth • Junior competitions up to U12 to three to six extra players to be recruited to boys’ and in U18 girls’ competitions remain localised field a team – which often leads to teams folding or merging around these age levels • Teams will remain together for longer after the shift to 16-a-side

12 13 KEY RECOMMENDATION 9 KEY RECOMMENDATION 10 PROMOTE TRULY DEVELOP A SINGLE BRAND INCLUSIVE CLUB & IDENTITY ACROSS AFL ENVIRONMENTS COMPETITIONS IN SYDNEY WHAT WHAT » Ensure single-club governance and » The ‘AFL Sydney’ logo and brand to apply branding/naming across male and female consistently across all club competitions teams through the implementation of in Sydney minimum standards » Develop AFL Sydney brand guidelines » Hold AFL Sydney Premier Division men’s » Integrate league commercial and media and women’s Grand Finals at same venue assets (i.e. websites) and develop on the same day a suite of marketing collateral » Establish strategic partnerships for themed rounds, with a focus on LGBTIQ WHY and multiculturalism, including supporting » Increase the awareness of the Sydney Swans ‘Pride Match’ AFL competitions in Sydney » Ensure consistent and professional WHY marketing collateral In line with the AFL’s inclusion policy to make » » The ‘AFL’ logo resonates Australian football welcoming to all in the with stakeholders in Sydney community given the physical, psychological and social benefits of participation » Remove optical segregation between junior and senior competitions to » Facilitate inclusive club culture to improve player transition and enhance club environments junior/senior club relations » Support the growth of female football and ensure female interests are represented

14 15 MALE PLAYER PATHWAY 2018 FEMALE PLAYER PATHWAY 2018

NEAFL North East National U18 Australian Rep Championships Premier Division & Series Premier Reserves National U18 & U16 Championships

Platinum Division & Platinum Reserves AFL NSW/ACT Premier Division U18 Academy

Divisions 1-3 AFL Club Academies

U19 Youth Girls’ U16 Divisions 1 & 2 Championships

Western Sydney Sydney Harbour U13-U17 DIVISION 1 & 2 U13-U17 DIVISION 1, 2 & 3

Western Sydney Sydney Harbour U10/U15/U18 DIV 1 & 2 U10/U12/U15/U18 DIV 1 & 2 U9-U12 (locally based)

16 17 AFL SYDNEY FUTURE DIRECTIONS 2018–2022 OVERVIEW

VISION What we will achieve TO BE THE BIGGEST AND BEST COMMUNITY FOOTBALL LEAGUE IN AUSTRALIA STRATEGIC OPTIMAL HEALTHY BEST PRACTICE UNIFIED & CLUB GROWTH & THEMES PATHWAYS COMPETITIONS MANAGEMENT VALUED BRAND SUSTAINABILITYEXTRAORDINARY What success looks like » Integrated pathway » Unpredictable results » Effective governance » Clubs relevant to their » ClubTOGETHER team growth AFL VALUES » Connect juniors/seniors » Standard is continually & administration local communities » Increased player pathway & operations improving » Professional league » Inclusive & diverse clubs participation » Developing AFL, AFLW » Sustainable clubs management » A sense of belonging » Improved facilities & NEAFL players, » Improved player » Consistent decision for all participants » EffectiveP L AY club T O coaches & umpires & umpire retention making » League & club brand management Geographical spread Strategic leadership EXTRAORDINARYawareness » » Vibrant juniors, seniors » TOGETHER » VibrantWIN club match days of Premier Div clubs EXTRAORDINARY TOGETHER & masters competitions » Healthy club relations » AFL Increased VALUES sponsorship AFL VALUES

TOP PRIORITIES » Truly representative » Geographical spread » Single integrated » A clear unified brand » A dual club-based NEAFL team(s) of clubs & participants governance & for AFL Sydney & divisionalised How we will get there P L AY T O PLAY WITH » Sydney wide Div 1 juniors » Criteria for Premier administration model » Fully integrated male competition model competition Div participationEXTRAORDINARY» Invest in dedicated & female clubs » Greater club AFL Sydney resources WIN PASSIONdevelopment support » Incentivise junior/senior » Competitive balanceTOGETHER EXTRAORDINARY» Targeted TOGETHER community EXTRAORDINARY TOGETHER pathways & links framework AFL VALUES » Realise administrative AFLengagement VALUES programs » CommunityAFL VALUES Club » Improved coach & umpire » Optimal competition & financial efficiencies » Standardised AFL Improvement Program development & support structures » Maximise value of marketing collateral » Criteria for promotion » Improve standard of » Integrate with schoolsP L AY T O commercial inventory PLAY» Sell WITH commercial inventory to PremierPLAY Div women’s competition & masters competitions » Re-invest current » Leverage council/ » Implement & support & align EXTRAORDINARYrules to AFLW » League appointed WIN cash reserves PASSIONgovernment & stateFAIR facilities strategy TOGETHER umpires to all matchesEXTRAORDINARY TOGETHER EXTRAORDINARYcommercial TOGETHER partners EXTRAORDINARY TOGETHER AFL VALUES AFL VALUES AFL VALUES AFL VALUES

VALUES

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