2010 SANFL ANNUAL REPORT L NF SA B LU C L L A B T O O F E D I A L E D C A T R O P M S AGPIE 1 CONTENTS 2010: A Year In Review 4 McCallum Tomkins Medal 61 Macca’s Cup MVP 62 Corporate Governance 9 Stanley H. Lewis Trophy 63 SA Football Hall of Fame 64 Football Operations 12 Football Operations Overview 14 Corporate Operations 66 State League Competition 16 Corporate Operations Overview 69 SANFL Attendance 18 SANFL Marketing 70 Umpiring 21 SANFL Events 72 Around the Clubs 22 Communications and Media 75 Corporate Partners 76 Game Development 24 Game Development Overview 25 Commercial Operations 78 Participation 26 Commerical Operations Overview 80 Participation Programs 28 Stadium 81 Indigenopus Football 30 Crows and Power 82 Inclusive Programs 32 AAMI Stadium Attendance 83 Talent Development 34 Corporate Hospitality 85 Coaching 37 Human Resources & Safety 87 Community Football 38 Financial Report 88 Community Football Overview 39 Facility Grants 41 SANFL Committees 98 Key Partnerships 44 Country Football Championships 46 League Life Members 99 League Results 47 200 Club 100 Awards and Results 48 The Premiers 50 Bereavements 102 Jack Oatey Medal 53 Magarey Medal 54 2010 Fixture 103 Ken Farmer Medal 56 R.O Shearman Medal 57 The SANFL thanks the following photographers for the use of their images Powerade Star Search 58 in this publication: Deb Curtis, Luke Hemer, Stephen Laffer, Ben Hopkins, Reserves & Macca’s Cup Grand Finals 59 2 Reserves Magarey Medal 60 Roy Vandervegt, Laura Wright, Peter Argent and Tom Miletic. 3 2010: A YEAR IN REVIEW By SANFL President, The Hon. John Olsen AO and SANFL General Manager, Leigh Whicker Despite its many challenges, 2010 proved to be a The League has continued to face some significant financial landmark year in shaping the long-term direction of challenges. As a not-for-profit organisation, the SANFL football in South Australia. has had to manage an income downturn with responsible expense controls to ensure the game will continue to grow. Two major issues pertaining to our game captured the attention of the South Australian community this year. FINANCIAL PERFORMANCE AAMI Stadium and the two AFL licences continue to be the Perhaps the most significant point of discussion was League’s greatest assets. However, a 7 per cent decline in the proposal to redevelop Adelaide Oval as a potential attendances at AFL matches, combined with a challenging joint venue for AFL football and cricket. The SA Football corporate market and the need to grant the Port Adelaide Commission has dedicated significant time and resources Football Club a further $1.95 million, has resulted in a loss to ensure that if this project goes ahead, then football as a of $1,253,346 for the 2010 financial year. whole will be in a far improved position. The result includes a number of abnormal items that have Plans to coordinate an administrative merger of the Port had to be considered and when subtracted, normalised Adelaide Football Club and Port Adelaide Magpies Football profit is $696,654 for 2010 compared to $1,244,140 for Club to secure a sustainable future for the club also drew 2009. widespread debate. The Commission has been working with senior The overwhelming level of public interest in these issues management to improve annual results. The merger of has demonstrated that football not only plays an influential the Port Adelaide Football Club with the Port Adelaide SANFL General Manager, Leigh Whicker and SANFL President, The Hon. John Olsen AO. role in South Australia’s past and present, but also in its Magpies Football Club was a significant step in its potential future. turnaround and we are already seeing encouraging signs leading into the 2011 season. HEALTH OF THE GAME While these issues have dominated the headlines, there The game of Australian Football enjoyed continued strong Congratulations to the Glenelg Football Club for winning have been some significant achievements throughout the The League has embarked on a Fan Engagement strategy growth in South Australia, thanks to the support of its major the 2010 Stanley H. Lewis Trophy for the best performance business in 2010: with pooled resources from the SANFL, AFL and both partners and thousands of staff and volunteers. across all grades. While Central claimed League honours, it’s AFL clubs with the aim of growing attendances at AAMI significant that seven of the nine League clubs competed in • Football participation levels increased by 10 per Stadium in 2011. This year’s football participation level of more than 100,000 a Grand Final across all grades this year – a testament to the cent to eclipse the 100,000 mark for the first represented a significant 10 per cent increase on the strength of the competition. time. The Encore Group has continued to source new external previous year and 44 per cent over the past three years. • In terms of talent development, the League catering opportunities and the recent appointment This is a magnificent accomplishment in keeping with the The SANFL instituted the SA Junior Football Council as a recorded its most successful year since 1997, to provide catering services to the Adelaide Town Hall League’s role to grow and promote the game at all levels. result of last year’s successful review into junior football. with 32 South Australian players drafted to the is testament to the reputation of the Encore brand for This governing body now replaces the Game Development AFL – four of whom were drafted in the first corporate catering. The participation figures also incorporate the League’s Council and has a board member sitting on the SA round. work to bring the game to all South Australians through Community Football Board, which oversees country and • The SA Community Football Board led the way On a very positive note, the Commission would like inclusive programs targeted at Aboriginal, multicultural and metropolitan football across the state. in supporting country sport by raising more to congratulate all SANFL clubs for the way they have disadvantaged communities. Among those who benefited than $1 million for community football clubs managed their businesses over the last 12 months. For from SANFL-run clinics in 2010 were newly-settled Korean In coaching, AAMI Stadium hosted record numbers for the across the state. the first time in many years, all clubs have recorded a students from the University of South Australia, members of National Coaching Conference in January, leading the AFL • AAMI Stadium hosted the most closely-contested profit on the back of growth in membership, fundraising, Adelaide’s homeless community, local children living with to hail the conference as one of its most successful events SANFL Grand Final in years, as Central District sponsorship, attendances and licensed venues, combined autism and newly-arrived migrant and refugee families. yet. The conference underpinned the vast amount of work claimed its ninth premiership by just six points with responsible cost controls. being done in this area to develop and train Level 1 and 2 against Norwood. The 35,647-strong Grand In its best year ever for combined U18s and U16 results, coaches in South Australia. Final crowd capped off a strong year for the South Australia finished runner-up in NAB U18s National State League Competition, which recorded a 5.1 Championships and won the U16s national title. This per cent increase in home and away attendance. achievement was capped off by the state’s best showing • All nine SANFL clubs recorded a profit for the 2010 at the AFL Draft since 1997, as 32 South Australians financial year. were elevated, drafted or rookie-listed in the national competition. Four South Australians were drafted in the first round of the 2010 National Draft. 4 5 Glenelg’s Ty Allen runs through the banner for his 100th match. (Paul Melrose, SA Football Budget) A primary school student goes through her football paces at a Port Adelaide development zone training session. 2010: A YEAR IN REVIEW By SANFL President, The Hon. John Olsen AO and SANFL General Manager, Leigh Whicker STADIA There is no doubt the ongoing public discussion over The State Government, largely through the Office of where AFL football should be played in South Australia has Recreation & Sport, continued to provide support to the had a negative impact on our business at AAMI Stadium. League through many avenues, including the ‘be active’ League and ‘be active’ Mini-League programs. What we do know is that no matter what decision is made on Adelaide Oval, AAMI Stadium is the home of AFL football Other long-term partners that have made a significant until at least 2014. We know we have a first-class stadium contribution to the League’s operations include Coca-Cola, for AFL football and we are focussed on providing our Balfours, SA Mazda Dealers, SA Lotteries, Savings and Loans members and all football supporters with the best possible Credit Union and McDonalds. experience. Our corporate facility holders and signage partners The Commission has continued to work with the State have also played an integral role in supporting football, Government and the South Australian Cricket Association particularly at AAMI Stadium. (SACA) through the Adelaide Oval Stadium Management Authority to assess the viability of playing AFL football at The SANFL competition again received unprecedented Adelaide Oval. attention from the state’s media, recording a 30 per cent increase in coverage. The League also made inroads in In June, the Stadium Management Authority provided a online media, supporting NewsLtd in its launch of the detailed update on concept designs for an Adelaide Oval nation’s first award-winning State League football website.