PRINCIPLES & OUTCOMES MANAGING THE AFL COMPETITION Principles: To administer our game to ensure it remains the most exciting in Australian sport; to build a stronger relationship with our supporters by providing the best sports entertainment experience; to provide the best facilities; to continue to expand the national footprint. Outcomes in 2008 ■■ Attendance record for Toyota AFL ■■The national Fox Sports audience per game Premiership Season of 6,511,255 compared was 168,808, an increase of 3.3 per cent to previous record of 6,475,521 set in 2007. on the 2007 average per game of 163,460. ■■Total attendances of 7,426,306 across NAB ■■The Seven Network’s broadcast of the 2008 regional challenge matches, NAB Cup, Toyota AFL Grand Final had an average Toyota AFL Premiership Season and Toyota national audience of 3.247 million people AFL Finals Series matches was also a record, and was the second most-watched TV beating the previous mark of 7,402,846 set program of any kind behind the opening in 2007. ceremony of the Beijing Olympics. ■■ For the eighth successive year, AFL clubs set a ■■ AFL radio audiences increased by five membership record of 574,091 compared to per cent in 2008. An average of 1.3 million 532,697 in 2007, an increase of eight per cent. people listened to AFL matches on radio in the five mainland capital cities each week ■■The largest increases were by North Melbourne (up 45.8 per cent), Hawthorn of the Toyota AFL Premiership Season. (33.4 per cent), Essendon (28 per cent) ■■The AFL/Telstra network maintained its and Geelong (22.1 per cent). strong position with more than one million unique visits per round, an increase of ■■The clubs with more than 40,000 members were Adelaide, Fremantle, Collingwood, nine per cent on 2007. Essendon, Hawthorn and the West ■■ Stadium developments were confirmed for Coast Eagles. Subiaco Oval in Perth and AAMI Stadium in Adelaide. ■■The average TV audience per round during the Toyota AFL Premiership Season was ■■ Work on the new $70 million Victor Trumper 4.668 million compared to 4.887 million grandstand was completed at the SCG. in 2007, a decrease of 4.5 per cent. ■■ Matches were played in every state and territory. TRUE SAINT: While some felt he still had a couple more seasons in him, St Kilda's humble champion Robert Harvey decided to retire in 2008 and was given an emotional farewell on the eve of St Kilda's finals campaign. He bowed out with 383 games to his credit – placing him third on the list of games played – and a stack of honours including two Brownlow Medals. He was joined in the round 21 tribute by son Connor and daughters Remy (right) and Alyssa. Harvey is now part of Carlton's coaching staff in player development. 4 PRINCIPLES & OUTCOMES The AUSTRalian FootBall CommUnitY Principles: To build a stronger relationship with our supporters at all levels; to continue to expand the national footprint of our game; to grow our existing supporter base; to develop new markets; to provide more opportunities to participate in our game. Outcomes in 2008 ■■ Domestic participation in Australian Football ■■ More than 3600 umpires were recruited at a community level reached a record of in 2008, a nine per cent increase on 2007. 693,052 players, which represents growth This included an increase in the number of of 8.5 per cent or 59,948 more participants female umpires to more than 700 nationally. compared to 2007. ■■ An additional 45,000 registered participants ■■Total participation in Australia surpassed play Australian Football in various countries end-of-2008 forecasts in the Next around the world. Generation strategy by 72,000 people. ■■The West Coast Eagles, Collingwood, Next Generation forecast there would Fremantle and Carlton now support be 706,000 registered participants AFL South Africa development programs. by the end of 2011. ■■ Essendon Football Club is supporting ■■ 26,000 new players in revised primary game development in China. school program. ■■Teams from 16 countries contested the ■■ Multicultural and female football programs Australian Football International Cup, also contributed to strong growth. including China, India, Japan, Ireland, ■■ More than 70,000 females participated Great Britain, the United States, Canada, in the game. Finland, Sweden, Denmark, New Zealand, Papua New Guinea, Samoa, Nauru and ■■ New South Wales and Queensland now account for 30 per cent of total participation South Africa. The Peace Team, made up in the game. In 1997 they accounted for in equal numbers by players from Palestine 14 per cent of total participation. and Israel, was the 16th participant. ■■ Various events and activities were held ■■ More than 6000 coaches participated in AFL coaching accreditation courses. to celebrate the 150th anniversary of the establishment of Australian Football. CLIMBING THE MOUNTAIN: Shane Crawford etched his place in Grand Final history when he endured the longest wait to achieve his first premiership. The former Hawk captain and 1999 Brownlow medallist played in a flag-winning side in his 305th game and a few weeks later announced his retirement. A four-time best and fairest and All-Australian, Crawford was finally rewarded for his patience and loyalty. The stage is now set for him to continue his role in the media and spend more time with his growing family. 6 PRINCIPLES & OUTCOMES AFL CLUBS Principles: To secure the future of the 16-club AFL competition; to make sure our clubs are financially secure and competitive – on and off the field. Outcomes in 2008 ■■ Clubs supported to play premiership season ■■ $131.8 million distributed to AFL clubs, ■■Training and administration facility for compared to $125.5 million in 2007. Carlton at Visy Park. matches in Darwin (Western Bulldogs), ■■Training and administration facility for Canberra (Melbourne and Western Bulldogs), ■■ A number of Strategic Partnership Fund North Melbourne at Arden St Oval. Launceston (Hawthorn) and on the Gold Coast projects run in conjunction with AFL clubs ■■ Next stage of the redevelopment of (North Melbourne). across three main areas – fan development Skilled Stadium for Geelong. ■■ and community, membership and ticketing, Hawthorn won its first flag since 1991, ■■ commercial and finance. Agreement reached with City of Casey for beating Geelong in the Toyota AFL Grand Final. Melbourne to use Casey Fields as a summer ■■ ■■ St Kilda won the NAB Cup Grand Final, Funding provided by clubs, the AFL, training base. Victorian Government and local councils saw defeating Adelaide. ■■ Work due to start in 2009 on training and work progress on the following projects: ■■ Every club has reached a preliminary final administration facilities for Richmond at Punt ■■Training and administration facility for the since 2000. Western Bulldogs at Whitten Oval. Rd Oval and St Kilda at Seaford. PlaYERS Principles: To provide the best possible benefits for AFL players; to drive the next generation of elite athletes to choose our game. Outcomes in 2008 ■■Total player payments were $118.9 million ■■ Financial education. ■■ Revamping of the NAB AFL Under-18 ($7.43 million per club). ■■ Career counselling. Championships, with games played in ■■ Education and career guidance. various states culminating in a final day ■■ $12.5 million provided to AFL Players’ ■■ IT skills training. Association as part of Collective Bargaining featuring three matches televised live ■■ Personal counselling. Agreement. by Fox Sports from Telstra Dome. ■■ Indigenous support program. ■■ AFL Players’ Association delivered programs ■■ Successful introduction of a new format for to players in conjunction with clubs and AFL ■■ Education and training. the NAB AFL Under-16 Championships, with including: finals played on Toyota AFL Grand Final Day. ■■ AFL clubs to have the option of drafting two ■■ Induction camp for newly drafted players. additional rookies for the 2009 and 2010 ■■Two Indigenous Sporting Chance academies ■■ Work placements. seasons linked to the list development rules in Sydney and one in Cairns complete first ■■ Employment opportunities. for competition expansion. year in partnership with Federal Government. LAST HURRAH: Brisbane Lions star Nigel Lappin was one of many big-name players to call it a day in 2008. A triple premiership player and four-time All-Australian, Lappin played 279 games before succumbing to a persistent Achilles injury. At his peak, he was one of the most damaging running players in the AFL. Lappin has accepted a position as assistant coach under Mark Thompson at Geelong. 8 CHAIRMAN’S REPORT 1 2 3 7 miKE FITZpatricK 4 8 9 5 6 THE AFL COMMISSION PHOTOGRAPHED IN THE afl BOARDROOM, DOCKlaNDS, DECEMBER 2008 1. Chris Lynch 2. Chris Langford 3. Sam Mostyn 4. Bob Hammond 5. Chief Executive Officer Andrew Demetriou 6. Chairman Mike Fitzpatrick ceo’S REPORT 7. Graeme John 8. Bill Kelty 9. Justice Linda Dessau ANDreW DemetrioU CHAIRMAN'S REPORT 2008 annUAL report Mike Fitzpatrick AustralianSUPER FootballSEASON: LeagueGeelong star Gary Ablett took his game to another level in 2008, winning the AFL Players’ Association Most Valuable Player Award for the second time. He was also named in the All-Australian team and was third in the BALancinG traDition, Brownlow Medal. manaGinG GroWth While paying homage to the past with the 150-year celebrations, the AFL’s focus was on the future, embarking on plans for two new clubs in an expanded competition. he past year gave everyone associated with Australian Football Our continued research on competition expansion concluded that the the chance to reflect on the founding of Australia’s only Gold Coast and greater west of Sydney were priority future growth markets. Indigenous game, while also focusing on our future growth. While significant progress had been made in building the profile of Recognising and celebrating the 150th anniversary of the the AFL competition and community participation in the game, there establishment of the game in 1858 provided that opportunity were still significant challenges and having one AFL club in each region Tfor reflection, while the AFL Commission’s plans to expand the would limit our future growth.