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Year in Review 2013






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Did you know… 2013 marked the 40th anniversary of the VFL/AFL Players’ Association 2014 Australian of the Year Adam Goodes is the Chairman of the AFL Players’ Indigenous Advisory Board

From the president

From the CEO

40 years ago today

Every player on an AFL list is a member of the AFL Players’ Association

By Luke Ball

By Matt Finnis

By Geoff Pryor




Gary Ablett Jnr is the only player to have won five AFL Players’ Association MVP Awards. He finished more than 1000 votes clear of former-teammate Joel Selwood in 2013 2013 saw the AFL Players’ Association honour the inaugural 22under22 team

Four More Life members awarded

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From Ladder CEO By Mark Bolton


Everybody has the right to be treated equally By Brock McLean


Gary Ablett JNR – The Little Master By Zac Smith

Learn more about the players through our playerpedia AFLPlayers on Twitter

AUSTRALIAN FOOTBALL LEAGUE PLAYERS’ ASSOCIATION Level 2, 170 Bridport Street, Albert Park VIC 3206 T: 03 8651 4300

Patrick Dangerfield Phil Davis Matt De Boer Daniel Jackson Will Minson Ted Richards Robert Murphy Matthew Pavlich Drew Petrie Joel Selwood Andrew Swallow

@dangerfield32 @phildavis_1 @mattdeboer9 @DanJackson23 @WMinson @tedrichards25 @bobmurphy02 @mattpav29 @drewpetrie20 @joelselwood14 @andrewswallow





Hats off to the new kids on the block By Dyson Heppell


madden Medal – Jude Bolton By Ted Richards


Creating a First Class Sporting Workplace By Brett Johnson


2013 Year in Review From the President

Written by Luke Ball

From the President

As the 14th President of the AFL Players’ Association I am honoured to introduce the 2013 Year in Review. On the field the AFL premiership went to the most deserving side. Congratulations to the Hawthorn Football Club who were the toughest and most skillful side all season and lost only three matches en route to the Grand Final, where they defeated the Fremantle Dockers. Brian Lake was crowned the Norm Smith Medalist and his performance throughout the season provides a glowing endorsement for the merits of free agency. Congratulations to Alastair, Luke, Brian and the rest of their team, but also to the Fremantle Football Club who reached its first AFL Grand Final since arriving in the competition for the 1994 season. Port Adelaide didn’t finish the season with any silverware, but might just be the story of the year. They rose from sixteenth on the ladder in 2012, to make the finals in 2013, a leap that has proved incredibly difficult to achieve in the modern game. They showed that when a club brings in quality people who are united towards one goal, anything is possible. Gary Ablett Jnr achieved what no other player has done before and won his fifth Leigh Matthews Trophy and his second Brownlow Medal, while Jude Bolton capped off an outstanding career on and off the field by winning the Madden Medal. Unfortunately 2013 will also be best remembered for all the wrong reasons. The investigation into the use of performance enhancing drugs occupied plenty of column space in the newspapers and maintained a cloud of discomfort

and negativity over the game that never seemed to lift. The investigation was hard to look beyond, but when you did, there was the realisation that is was a great year of football and for the AFL Players’ Association, one of its most successful. Beyond the boundary, AFL footballers continue to demonstrate outstanding social leadership and one should look no further than the IDAHO campaign against the use of homophobic language for evidence of this. Led by Brock McLean, this campaign involved more than 20 AFL players; with every club represented and showed the impact we can have on wider society when singing the same tune. The Indigenous Advisory Board (IAB) led by Adam Goodes established the document Many Stories, One Goal – supporting Indigenous footballers. While this best practice policy is the work of the IAB, its success relies on the support of all players in the game and to throw their support behind it. Through the last CBA we were able to negotiate some great initiatives that have now been implemented, which will improve

working conditions for players of the past, present and future. The creation of a Players’ Trust to provide financial assistance for past players who fall on hard times because of injury or illness related to football, will go some way to ensuring no player is worse off for playing AFL football. Ladder continued to go from strength to strength through the consolidation of the Hoddle Street and St Vincent Street programs and the exciting development of the Geelong program. If 2013 wasn’t eventful enough for the ‘PA, we celebrated 40 years since the very first player meeting on December 10, 1973. It was an honour to award four more life memberships to Simon and Justin Madden, Neil Hamilton and David ‘Swan’ McKay. The celebratory dinner took place following day one of the Directors and Delegates conference and it was a great opportunity for the leaders of today to learn more about the history of the ‘PA. The importance of legacy was a major theme for the night and provides the Board and the delegates with great impetus to tackle 2014.

AFL Players’ Association President Luke Ball with AFL Players CEO, Matthew Finnis 05

2013 Year in Review

2013 Year in Review

From the CEO

From the CEO

Matt Finnis reflects on the significant achievements of 2013, which included the 40th Anniversary of the VFL /AFL Players’ Association.

For the AFL Players’ Association 2013 was a year of enormous challenge punctuated by celebration and achievement. While the celebration of our 40th birthday highlighted the great progress we have made as an Association, the joint AFL/ASADA investigation into the use of performance enhancing drugs in our game, demonstrated the work we still have to do. Despite the turbulent year, the six pillars of our strategic plan continue to provide purpose and direction towards our vision of being a respected champion of AFL players and the game.

Advocacy and Representation When the news broke on February 6th and the press proclaimed the blackest day in Australian sport had arrived, no one could have predicted the impact this announcement would have on the game and our members. The AFL Players’ Association was not immune to the toll this investigation took. As a representative body our core responsibility is to protect the interests of our members – past, present and future. In 2013, this involved providing direct legal counsel and personal support to players caught up in the AFL/ASADA investigations, as well as working with all clubs, players and the League to ensure appropriate standards and measures are in place to safeguard the integrity of our game for everyone. It was a highly emotive time and ultimately some very important lessons learned. Never again can health and safety of people be compromised in the pursuit of performance. We must continue to garner the support of our members and empower them to utilise their collective spirit to act as custodians of the game in the long term. As competitive as they are on the field, players must be as united off it in their loyalty to the long-term interests of the game, a duty that overrides the immediate interests of team success. 06

There is little doubt this will be remembered as a landmark moment in Australian sport and a catalyst for a shift for the better in Australian Rules football.

Engagement Through the expansion of our digital communications channels in 2013 we were able to open the ‘PA up to a whole new audience. We re-launched as a more consumer facing platform and began telling some inspiring stories about our members with a focus on the human side of the footballer. Our social media channels have grown rapidly in the past year and through concepts such as “22under22” and our IDAHO campaign against homophobic language, we are able to speak to people on an intimate level like never before. 22under22 is a fun, interactive and innovative concept that involves the fans and celebrates the unique brilliance of the young footballer. The 2013 team was announced at the Be The Influence AFL Players’ Association MVP Awards – an event which continues to grow in size and stature. In 2013 a record attendance of players, sponsors and industry guests gathered to witness the extraordinary Gary Ablett Jnr accept the Leigh Matthews Trophy for an unprecedented fifth time. The expansion of our digital space has allowed the ‘PA to create new partnerships with organisations who, like us, wish to grow their brands and make a positive difference in the community. Be The Influence, L’Oreal, La Trobe University and FireReady became official partners of the ‘PA in 2013 and their support allows us to deliver even more to our members.

Retirement Scheme, designed to secure the long-term financial security of players and AMP was re-appointed as the AFL Players’ Superannuation fund of choice – providing enhanced benefits and support of our financial literacy programs.

Photos • 461 Tag more photos Written by Matt Finnis

Organisational Strength

First class sporting workplace 2013 marked the 20th anniversary of Nicky Winmar’s symbolic stand against racism, when he lifted his jumper to show his skin, following a game at Victoria Park in 1993. Despite all the good work that followed Winmar’s stance, there remains much to do. Still, no one could believe it when a 13-year-old girl racially abused Adam Goodes on a Friday night at the MCG. “Racism has a face and it’s a 13-year-old girl”, were Adam’s words, but his actions in forgiving and educating were more profound. Through his compassion and leadership, a distressing incident became a genuine moment of reconciliation. On the back of another spirited Indigenous Camp, held in Alice Springs, the Indigenous Advisory Board, led by Chairman Adam Goodes, launched a policy titled ‘Many Stories, One Goal’. This Best Practice Policy for supporting Indigenous footballers in the AFL is a resource to assist clubs and key stakeholders to ensure consistency in support services and opportunities at club level for Indigenous players. It is the first of its kind and was presented at a worldwide conference at Cambridge University. The creation of the policy is a moment of pride for all AFL players past and present, and highlights the work Indigenous footballers have done to build on the momentum created by Nicky, Michael Long and others. The events of 2013 sharpened the need to ensure our members operate within safe working conditions. The ‘PA remains committed to ensuring AFL footballers have access to first class medical facilities and

Matt Finnis As competitive as they are on the field, players must be as united off it in their loyalty to the long-term interests of the game, a duty that overrides the immediate interests of team success Reply




advice. This is why we have partnered with the AFL and the Florey Institute, to conduct an online survey to identify long-term effects of concussion within our Alumni membership. Further to this, we were very pleased to reach agreement with the AFL to implement a revised end-of-season leave schedule to provide greater opportunity for players to achieve work-life balance.

Personal Development and Wellbeing If our primary role is advocacy, the support and development of leaders to ensure an ongoing legacy to the game and society sits beside this. This year the AFL Players’ Board launched the Players’ Trust, which serves to unite and expand the current resources available to past players who encounter financial hardship as a result of injury sustained in the game. The funding available will go some way to ensuring no AFL footballer leaves the game worse off than when they entered. By committing their own money to establish the Players’ Trust, current day players recognise the contribution of those who have gone before them and create security for those who will follow.

Also, in 2013 we streamlined the education services available to our members through the implementation of the multifaceted AFL Players’/AFL Sportsready vocational pathway. 85 players enrolled in Certificate IV and Diplomas with completion of these qualifications providing direct entry and credit to university degrees. The continued development of our education programs as well as our wellbeing services continue to play a vital role in ensuring the development of our players through all stages of their careers, from induction to transition.

Economic Success At the ‘PA we have a view that the long term interests of players and the game are uniquely aligned. Nowhere is that more evident than in the area of competition equalisation. Whilst other matters dominated the spotlight in 2013, we were doing a significant amount of work reviewing the economics of the competition and developing recommendations for reforms which will restore greater equilibrium in the game. We hope to give effect to some of this work in 2014. Elsewhere, the retiring players of 2012 became the first generation of beneficiaries of payments under the new Player

The AFL Players’ Board continues to strive towards creating a first class workplace for their colleagues and leave a legacy for those who follow. As the AFL industry grows in complexity so does the responsibility of our board members and they continue to discharge their duties with commitment and diligence. In 2013 we implemented a number of initiatives in pursuit of our high performance culture targets and formed new partnerships which diversify and enhance the financial position of our Association. Our Advisory Board continues to provide wonderful support to the Association and the additions of Andrew Twaits, Dr Andrew Daff and Kathy Alexander further enhances the wise counsel available to our directors and senior management in their governance roles.

Thank-you At the end of 2013, four committed leaders of our Association stepped down from their director positions after nearly 20 years of combined service on the Board. Adam Selwood and Jason Blake both drew the curtains on their respective stellar playing careers having won the respect of not just their team mates but also opposition players across the competition. Rob Murphy will vacate his position after seven years as a director as he focuses on the twilight of his playing career and transition into a second career. And Simon Madden has accepted a board role with Essendon Football Club, bringing to an end his five years of service as past player director (Simon previously served as ‘PA President between 1985 and 1989. I’d like to thank these retiring directors as well as our other directors for their shared leadership. Combined with the efforts of our committed player delegates, skilled Advisory Board members and talented staff, the Association is well placed to lay the foundations for 40 more years of service to players and the game. 07

2013 Year in Review

2013 Year in Review Induction Camp

First impressions Written by Kane Mitchell

Port Adelaide draftee Kane Mitchell reflects on the 2013 AFL Players’ Induction Camp. The first few weeks after I was drafted were a blur. I became a Port Adelaide player through the rookie draft in December. I moved over from Western Australia straight away and continued pre-season training with my new teammates. Then it was Christmas and New Year and before I knew it I was sitting in the Victory Room at Etihad Stadium for the AFL Players’ Association’s Induction Camp. It was the first time I’d had a chance to think about everything else it takes to be an AFL footballer. I am sure I wasn’t the only new player who left on the first day feeling like my head might explode. There was a lot of information coming our way, but the sessions were interactive, punchy and compelling. The sessions run by the past players were particularly powerful. Their stories really resonated with the boys. Former Tiger and Bulldog, Nathan Brown, talked to us about the inevitable setbacks players face during their careers. Having been overlooked in four drafts I have already overcome a few in my short career, I knew where he was coming from – the group hung off his every word. Toby Thurstans and Ed Lower provided contrasting stories on preparing themselves for life after football while still in the game. If there was one thing guys took away from the camp it would definitely be the need for life balance. Ben Graham was the keynote speaker and given his experience across the AFL 08

and NFL he provided a very unique insight into professional sport. He stressed the importance of a strong players’ association and gave us perspective on how lucky we are to have such a group representing us. It was my first experience with the AFL Players’ Association and I left the camp thinking what a switched on group they are. We were given an insight into how far the ‘PA has come over the 40 years and Luke Ball painted a real sense of unity. He along with his fellow board members, like Brad Sewell, are phenomenal men and great role models, hopefully we can carry on their good work. A highlight of the day was getting our new iPads and they were put to work pretty quickly through a social media competition

throughout the day. Guys were asked to take a photo of a player from another team and post it to Facebook or Instagram with an unknown fact about them. The Fremantle boys certainly stitched me up. When asked for my photo I knew they were up to something and the result was; “I didn’t know Kane Mitchell played Lord Farquaad in Shrek”. The lookalike has stuck and a few of the Port boys now call me Lord or Farq. It was a lot of fun, social media is a great medium for us to be able to promote ourselves and the AFL Players’ Association and the game in general. You get the sense that if you want to survive in this industry you have to be able to laugh at yourself. Overall the camp was a great opportunity to get away with my new teammates for a few days and to mix with the other new draftees. We are all going through the same things and embarking on what is hopefully a successful journey.

Craig Moller @CraigyMoller_40 Did you know kane mitchell also appeared in shrek 2 #lordfarquart #AFLPAIC @AFLPlayers Reply






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2013 Year in Review

2013 Year in Review


The men beneath

The jumpers

Brad Sewell explains why the AFL Players’ new website is an important platform to showcase the human side of players.


Written by Brad Sewell

Since I began my career in 2004, a lot of things have changed (the footy landscape is almost unrecognisable). There are more players, there are more teams, there are more journalists, there are more stats, and there is more footy content than ever before. The number of footy related websites has exploded to satisfy the insatiable appetite of die-hard footy fans. Running parallel to these changes has been the surge of social media which has completely changed the way players, fans and the media interact. Fans no longer need to hang over the fence to get an autograph, they simply jump on Twitter and ask for a birthday retweet (the modern signature) or tune into #briansbargains to find out where they can buy a couple of cheap lamb chops from the supermarket. It’s an exciting (bordering on daunting) space for players, with the lines continuing to blur between our public and private lives. Whilst clubs and players may have been apprehensive initially, it is clear they've now well and truly embraced these mediums with more than 500 players on Twitter and Facebook alone. Players not only share their journey with fans, but also use their profiles to help drive social change supporting causes like IDAHO and asking fans to pledge to never use homophobic language, or showing their support for Adam Goodes to condemn racism. Every player has essentially become his own media vehicle and to help fans connect, the AFL Players’ Association

Brad Sewell Running parallel to these changes has been the surge of social media which has completely changed the way players, fans and the media interact. Reply

have launched a new website designed to provide a hub to capture all of this content and showcase the players as brothers, fathers, mates and regular people who have lives away from the football field. From the stars of the game to the rookie in his first year, every player has their own 'playerpedia' page which aggregates their social media accounts as well as providing a range of insights from what they are studying, to the community programs they are involved with and even their business interests. For players like recently retired Demon, James Magner, this has been a great platform to promote his new GlowFixie Bike company and provide an insight into his motivations for launching the brand and his learnings along the way.




In a similar vein Patrick Vespremi gave a brutally honest account of his career whilst talking about his love of fly fishing and how it had provided a therapeutic escape from the game during tough times of the season. These increasingly transparent insights give fans a more authentic point of view and signal a marked evolution from the traditional footy media content we have become accustomed to. The site is designed 'for players, by players' and as more and more content continues to fill these pages it will provide fans with a candid glimpse of the men beneath the jumpers.


2013 Year in Review

2013 Year in Review

Directors and Delegates


2013 AFL Players’ Association – Board Directors Luke Ball: President – Collingwood Matthew Pavlich: Vice President – Fremantle Jason Blake: St Kilda Daniel Jackson: Richmond Robert Murphy: Western Bulldogs Drew Petrie: North Melbourne Ted Richards: Sydney Swans Brad Sewell: Hawthorn Adam Selwood: West Coast Eagles Matt Finnis: AFL Players’ CEO Simon Madden: AFL Past Players’ Association Chairman


Adelaide Crows Ben Rutten, Patrick Dangerfield Brisbane Lions Brent Staker, Tom Rockliff Carlton Brock McLean, Lachie Henderson Collingwood Tyson Goldsack, Alan Toovey

AFL Players’ CEO Matt Finnis joined representatives from the AFL and clubs on an equalisation fact-finding mission to the United States in August. The delegation met with representatives from the Major US sporting bodies including the National Football League (NFL), Major League Baseball (MLB), National Basketball Association (NBA) and franchise owners to investigate how these sports strive to maintain a level playing field.

A gathering of minds Phil Davis reflects on the 2013 Directors and Delegates Conference and his role as a delegate.

Written by Phil Davis

Essendon David Myers, Ben Howlett Fremantle David Mundy, Matt de Boer Geelong Cats Jimmy Bartel, Tom Lonergan Gold Coast Suns Campbell Brown, Maverick Weller Greater Western Sydney GIants Jonathan Giles, Phil Davis Hawthorn Josh Gibson, Isaac Smith Melbourne Lynden Dunn, Jack Trengove North Melbourne Andrew Swallow, Jamie Macmillan Port Adelaide Jay Schulz, Matt Thomas Richmond Tyrone Vickery, Ivan Maric St Kilda Leigh Montagna, Ben McEvoy Sydney Swans Jude Bolton, Nick Smith West Coast Eagles Will Schofield, Scott Selwood Western Bulldogs Will Minson, Easton Wood 12

As I looked around the room I couldn’t help but feel a sense of pride being amongst the calibre of players who had flown from all over the country to take part in the 2013 Directors and Delegates Conference. With over sixty players in attendance at the two-day event held at the Melbourne Exhibition and Convention Centre, the conference invites delegates from each club to report on the views of their playing group on key issues facing the industry, which will help shape the direction of the Association for the year ahead. This year’s conference focused on topics such as equalisation, player development, the importance of wellbeing, the future of Ladder, as well as looking forward to the Collective Bargaining Agreement review that will happen in 2014. We were also fortunate enough to have a presentation from Jonathon Simpson from Twitter Australia who provided insight into how international sports stars are using Twitter to engage their fans as well as using it as an advocacy tools to support their various

Player Associations on key issues facing their industry. As Delegates we provide a conduit between the playing group and the AFL Players’ Association, which allows both parties to communicate quickly on important topics. In my role as a delegate I’ve learnt so much. I’ve been exposed to the outstanding Board, led by Luke Ball, Petrie, Pavlich, Murphy, and I find it quite humbling to see the passion with which they fight for the rights of all players. They are often striving to improve entitlements that will not really benefit them, but rather improve the conditions for the last player on the list, or future generation of players or those who have been and gone. Bob Murphy has a favourite quote which is ‘sometimes you need to plant the seeds for a tree under whose shade you will not sit’ and this is very much the mentality of those involved at the top of the tree at the AFL Players’ Association. It’s a great reminder that the Association was originally established ‘for players, by players’ and this is still very true today.

Above all else sports fans value unpredictability and an even contest. In the NFL they call it Any Given Sunday and in Major League Baseball it’s called Hope and Faith. These concepts refer to the ideology that at the start of every season and on any given Sunday, a sports fan should have genuine hope and faith that their team has a realistic chance of making the finals. With the growing gulf between the richer and poorer clubs in the AFL and the strengthening correlation between football department spend and onfield performance, we are seeing less unpredictability in our game. Analysis of year-on-year statistics shows that bigger spending AFL teams are now consistently winning more games and playing in more finals than smaller spending teams – an emerging trend which, if left unchecked, could have serious implications for the vibrancy of our competition. The impact of inequality is not something just felt by teams, it directly impacts players. As a players’ association it is a priority of ours to ensure that every player who enters the game has an equal chance of success, regardless of which club they are drafted by. The purpose of this trip was to investigate how other sports maintain predictability or equality within a largely unequal landscape. Currently the principle equalisation measures that operate within the AFL are based on restrictions on players – salary cap, a draft system and limited free agency. Pleasingly feedback gained from the trip suggested a greater balance between equalisation levers placed on other stakeholders as well as the players is required.

Whenever a debate like this arises there is often resistance from the wealthier parties who are reluctant to compensate the smaller franchises or be subject to any restrictions. However the mindset in the US is that the team owners are actually partners in a shared enterprise of conducting a successful sporting competition. Each team’s success is directly linked to the fortunes of the others. The Yankees would not be the financial power house were it not for the competition provided by the other teams. The US pro sports team owners understand that all clubs operate in different climates and this creates inequality and the same environment exists within the AFL. We have a fixture; not a draw, clubs operate

Written by Matt Finnis

within different demographics, they have varying histories, some clubs gain more than others for their stadium deals and there are ten teams within Victoria. Various formulas of revenue sharing, expenditure limitations, qualifications and distributions were presented by the codes and no one model is a perfect fit in the AFL, but a combination of these is likely to provide the answer. Whilst the various representatives approached the trip with varying motivations, everyone was united in their focus on the importance of the bigger picture and how to maintain the health of the game. This has provided a solid foundation for a collaborative approach to reforming key economic arrangements within our competition over the coming 12 months.

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2013 Year in Review

2013 Year in Review

Indigenous Camp

Written by Aaron Davey

Indigenous Best Practice

Indigenous Camp

Indigenous Advisory Board member Aaron Davey discusses the 2013 AFL Players’ Indigenous Camp. The AFL Players’/AFL Indigenous Camp provides great opportunities for all the brother boys to spend some time together over three to four days and enjoy each other’s company. It seems every year the boys share enough jokes to last the two years until the next camp. I remember the excitement I felt attending my first camp in 2004 and to be honest that excitement hasn’t faded over the years. As a youngster I remember being star struck mixing with the elite players like Adam Goodes and Andrew McLeod, but after a few years and a few camps, you are one of the senior players and hopefully taking the lead. The whole focus of the camp was leadership and through the collaboration of the AFL Players’ Association, the AFL and the Indigenous Advisory Board we ran a series of workshops to brainstorm ideas that eventually formed the basis of a

Best Practice Policy to assist Indigenous players and clubs in the AFL. The workshops were mostly facilitated by the senior guys, but the feedback from the younger boys was amazing. A lot of them were initially quite shy but as the conversation flowed you could see them grow in confidence. Another outcome of the camp was the nomination of ‘Buddy’ Franklin and Patty Ryder onto the Indigenous Advisory Board. It’s great to see these guys taking more ownership of the direction of the game as they mature. The week culminated in the All-Stars game against the Richmond Football Club. Throughout the week we had been practising the war cry started by the Flying Boomerangs and planned to perform it before the game. I was unsure how the boys would embrace it as during the week there was a lot of laughing and joking that continued right into the lead-up to the game. But the boys flicked a switch as the war cry started and looking back

on the photos I am so proud of how they performed it with passion, heart and pride. To be able to lead the war cry is definitely one of the highlights of my career. We fielded a young side with only seven guys having pulled on the All-Stars jumper before, but given the performance of the war cry it is no surprise to me that we went on to win the game convincingly. Another highlight for me was playing the first game with my little brother Alwyn since junior football in Darwin. Wearing the All-Stars colours and performing the war cry was a great way to finish the 2013 Indigenous Camp. As we returned to our clubs to start the AFL season, the progress we made over the camp provided the Indigenous Advisory Board with some guidance in shaping a Best Practice Policy. Each camp should leave a legacy that goes to strengthen the position of Indigenous people in the AFL; we feel we achieved that in 2013.

Aaron Davey To be able to lead the war cry is definitely one of the highlights of my career.





Written by Adam Goodes


Best Practice Chairman of the AFL Players’ Indigenous Advisory Board, Adam Goodes, explains the importance of the new Best Practice Policy. In 2013, the AFL Players’ Indigenous Advisory Board in conjunction with Indigenous footballers and key stakeholders, developed a Best Practice Policy around Indigenous footballers in the AFL. The document titled, Many Stories, One Goal, was launched on July 10th at Richmond FC’s KGI Centre, by IAB Member Shaun Burgoyne, AFL Players’ Association CEO, Matt Finnis and President, Luke Ball. The Best Practice Policy was presented to club CEOs in the hope they adopt its recommendations to ensure every Indigenous player, no matter which club he plays for, is afforded an equal opportunity to achieve success within our game. It is the first of its kind and such was its quality AFL Players Indigenous and Multicultural manager Kelly Applebee was invited to present its contents at an anti-racism conference at Cambridge University, in England.


The role of the Indigenous Advisory Board is to act on the wishes of our wider Indigenous player body and the want for a Best Practice Policy was obvious from the discussion at the 2011 and 2013 AFL Players’ Indigenous Camps. In general, AFL clubs have done an outstanding job at supporting Indigenous footballers, but the reality is some clubs do things better than others. The purpose of this document is to establish consistency across the board. We hope this document is used as a resource to help clubs get the best out of their Indigenous players and to ensure every Indigenous player has an equal chance of achieving success in this game, no matter what club he is drafted to or which Indigenous players are at the club. Every year we see Indigenous players come into the game from a range of different backgrounds and while this document does

not provide definitive answers for every player, we hope it provides information on the sort of issues players might face, so clubs can be proactive. It is now 20 years since Nicky Winmar stood up against racism in sport and created a legacy from just one gesture, by lifting up his t-shirt and sending the message, ‘You know what? I am proud to be black’. If the current group of players can look back in 20 years and know this document made a difference to clubs and Indigenous players, then we would be very proud to have been a part of it. The strength of any policy is the people behind it and the people behind the Indigenous Best Practice Policy are the players and we hope the clubs can get behind it too. The document can be found on by searching Many Stories, One Goal. 15

2013 Year in Review

2013 Year in Review

40th Anniversary

Written by Geoff Pryor

12 of the 14 AFL Players’ Presidents gather to celebrate the 40th Anniversary of the ‘PA

40 Years

ago today… Geoff Pryor was one of the founding members of the VFL/AFL Players’ Association. He provides his thoughts on the 40th Anniversary celebrations that occurred in December 2013.


Out of the blue in October this year, I received a call from Matt Finnis inviting me to attend the 40-year anniversary event. 40 years! I’d love to say it seems like yesterday but establishing the then VFL, now AFL Players’ Association is not something that seems like yesterday. This matter of time passing became evident when, in preparation for the Melbourne event, I spoke with journalist John Harms, whom the AFL Players’ Association engaged to produce a history of the Association. I was not alone in having imprecise memories about this beginning, as our intrepid players of this period were not an avid diarising group! Celebrating our efforts to found the AFL Players’ Association on December 10th, was timed exactly 40 years on from when it all began, back in 1973, although these celebrations took place in much more opulent conditions than our first meetings. And what a great night it was. Getting to the location of the event was through the silent, cavernous entrances of The Melbourne Exhibition and Convention Centre, up the escalators reaching to the

moon, to suddenly arrive where people were gathered, backgrounded by a great view of Melbourne. Not many were looking at this view as they moved around, shook hands, slapped each other on the back, joked and began intense conversation. A bit intimidating if one hadn’t been around for 40 years! This tremor of uncertainty fell way almost instantaneously as one dropped in on, or initiated conversations with, players of many eras. I met my old Essendon playing colleague Ray Smith, now a psychologist (a footballing scar I asked), a couple of players from Footscray – that’s what it was called in my day, caught up with Gareth Andrews from Geelong (I had more hair than he!), and chatted with my Essendon colleague ‘Young’ Simon Madden. Our energetic discussion was truncated as we moved into the room of the main event. There, I met Ron Alexander (Fitzroy – former AFL Players’ Association President), caught up with Swan McKay (Carlton) and Don Scott (Hawthorn – former AFL Players’ Association President) and had a chat with Braham Dabscheck (whom I first started

the conversation about a football organisation with), he was an academic at Monash University at the time. It was a great pleasure to meet the current President of the AFL Players’ Association Luke Ball, sit next to Matt Finnis himself and also to Mike Fitzpatrick, Chair of the AFL, to whom I asked why the AFL Players’ Association didn’t have a seat on the AFL Commission Board. The evening passed so quickly. There were facilitated discussions ‘on the couch’ of groups of players from different eras, reflecting on their experiences during different periods of the history of the Association, interspersed with life membership awards, good food and excellent music. It was an exciting event that finished all too quickly. But one abiding memory I have from the evening is the passion within all the players who spoke of their links and experiences with the AFL Players’ Association. They expressed such a positive view of social responsibility and care for fellow players as being part of our wider society. In 40 years from now, I won’t be around, but I left feeling the foundations for the future is in extremely good hands.

AFL historian John Harms facilitates an ‘on the couch’ discussion with some of the founding fathers of the ‘PA Like • Comment • Share 204 people like this.

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2013 Year in Review

2013 Year in Review

Life Memberships

Four more life memberships

awarded A swan, a pair of giants and a sandgroper were presented with Life Membership at the AFL Players’ Association 40th Anniversary celebrations in December.

David ‘Swan’ McKay is one of the founding fathers of the ‘PA, serving as the first Vice-President under Geoff Pryor from 1973. A La Trobe University student in his early 20s, Swan McKay was not afraid to challenge the norm or pursue the radical. He was committed to achieving democratic and moral rights within a largely autocratic environment. Along with the other founding fathers – Geoff Pryor, Gareth Andrews and Des Meagher – Swan was driven to ensure equal rights for all players, no matter their standing. This even included the Richmond players, who Carlton shared a bitter rivalry with during the early 1970s. Swan was a man of action. When then President Geoff Pryor moved to Canberra; McKay filled the role of acting president, often hosting the meetings at his house in Parkville. Famous for his friendly and affable nature, McKay is rarely lost for words and everyone involved in establishing the AFL Players’ Association will reflect on his contribution fondly.

Gareth Andrews on David McKay Swan was a radical character, he was out there, he played his footy out there and I don’t think he has ever changed. He has always looked after other people, he is passionate about that and he has continued that on following his playing days Reply




Steve Alessio on Simon Madden For Simon, it’s the notion that a player goes out and puts his body on the line, week in week out. They should be looked after, they should be protected and that players are the central plank of the game. Reply





Simon and Justin Madden are giants of the game in both a physical and metaphorical sense. During their playing careers the brothers combined for 710 AFL/ VFL games, 765 goals, four premierships, six best and fairest awards and 11 years as president of the AFL Players’ Association. Simon served as president from 1987 to 1990 and negotiated the very first Collective Bargaining Agreement (CBA) with the AFL, an important step in establishing minimum payments to all players. Simon Madden was able to leverage his superstar status in the game to communicate to the wider playing group the importance of advocacy and a strong representative body for the players. Simon still serves the AFL Players’ Association as a member of its executive. Justin followed his elder brother into the presidency and guided the ‘PA through eight years and many make-orbreak moments. It was a time of increasing professionalism and demands on the players. The AFL withdrew its recognition of the AFL Players’ Association in 1993 prompting the famous mass meeting of players at the Radisson Hotel. Everyone who was anyone attended this meeting – Dermott Brereton with his Harley Davidson motorbike – in what was a powerful showing of solidarity by the players. Justin and his colleagues put together a legal team, which developed a strategy to demonstrate before the Australian Industrial Relations Commission that a dispute did exist. They were successful and the subsequent negotiations led to the second CBA. When then AFL Players’ Association CEO, Andrew Demetriou, set about

New life members Simon Madden, Justin Madden, Neil Hamilton and David McKay at the 40th Anniversary Dinner Like • Comment • Share 347 people like this. establishing a board of advisors to guide the players, former West Coast Eagles president Neil Hamilton was one of the first on Demetriou’s wish list. He was the inaugural chairman of the AFL Players’ Association Advisory Board, a position he maintains, providing significant legal and business acumen to further the plight of the players. As a strong leader and forceful negotiator, he and the Advisory Board have helped the players in their own decision-making. He has been tireless in thinking through approaches and strategies, which have helped improve the position of players, ensuring that they have had a fair go. The inductees join Geoff Pryor, Don Scott, Gareth Andrews, Michael Moncrieff and Peter Allen as the only Life Members in the 40-year history of the AFL/VFL Players’ Association.

Brendan Gale on Justin Madden In the context of the AFL Players’ Association he will be remembered for bringing a sense of credibility and legitimacy to the ‘PA and ultimately that the AFL Players’ Association was good for the game Reply




Ray Wilson on Neil Hamilton Neil never waivered from having the interests of the players at heart and I think that is fantastic from someone coming from a club background Reply





2013 Year in Review

2013 Year in Review


Written by Mark Bolton

From Ladder CEO

Ladder CEO Mark Bolton explains how the organisation has gone from strength to strength since starting in 2007, with an inspiration to harness the power of the AFL industry to help tackle youth homelessness. On any given night in Australia there are 105,000 people who are homeless and almost half of them are under the age of 25. It is often hard for many of us to imagine what it feels like to have nowhere to call home, but we can do something about it. Each year I am proud to see that the original passion which led to the creation of Ladder still exists and

continues to grow. Current and retired players are directly helping young people to build long-term, independent futures by improving life skills, increasing their health and wellbeing and connecting them within their communities. Mentoring is crucial as it gives a young person someone they can rely on for guidance, support and encouragement during their journey to independence. Sadly, for many young people involved with Ladder, this is a first time experience. It has been humbling to witness the commitment from players gain momentum as their combined efforts have grown. Not many people know, but every time a player steps on the field, he donates part of his match payment to Ladder. This amounts to around $150,000 annually, which is matched by the AFL, resulting in an impressive contribution of over $300,000. This is in addition to the amazing support the AFL Players’ Association provides to Ladder. Ladder delivered over 3,200 hours of development, training and experiential

learning opportunities in 2013, equipping young people with the skills they need to move on to sustainable independence. Mentoring from athletes across the country gave a further 173 hours of valuable support. The Geelong pilot program was a success and we were able to secure government funding for the full rollout of the program – this is in addition to the support from the Geelong Cats and Cotton On Foundation. Late in 2013 we saw the first young people move into their new homes. In early 2014 we will commence our first program in Perth and with this we are beginning to truly realise our vision to operate in every region that hosts an AFL team by 2020. We congratulate the AFL Players’ Association for supporting players past and present to take the lead in tackling youth homelessness. Our valuable community work simply could not happen without your support. We look forward to another productive year working together for the good of our community.

What Players Did $25 Contributed $25 from every senior match you played

$150,000 Collectively raised over $150,000 for the AFL Players’ charity – Ladder

$300,000 Every dollar donated by the players was matched by the AFL = equalling $300,000 in total

1/3 Raised almost one third of Ladder’s total income

Players money Helped Match 13 mentors to young people in Ladder’s programs, including current AFL Players Assist 8 young people from Ladder Hoddle Street, Melbourne, move to live independently in the community Assist 18 young people from Ladder St Vincent Street, Port Adelaide, move on to live independently in the community

Provide almost 3,224 hours of support to young people though Ladder’s programs Deliver over 173 hours of direct mentor support to young people in the community


mentoring Written by Lukas Markovic

Lukas Markovic talks about why he is so passionate about being a mentor for the young people at Ladder.

I was approached by Ladder in early 2012 to become a mentor. Learning about the statistics of youth homelessness really shocked me. It made me really reflect on how fortunate I was to be brought up with a roof over my head and have clothes on my back. It didn’t take me long to jump at the opportunity at Ladder after learning about the great work they do. I thought it was a fantastic opportunity to be able to give something back to the community. My role as a mentor didn’t focus on my career as a footballer, but rather on sharing life experiences and helping young people execute some of the skills we often take for granted in social situations. As a mentor I’m there to support and help the young person feel confident that they can deal with these everyday situations. It has been very rewarding in opening my eyes up to how much of a struggle day to day living can be for some young people. To be able to help in what feels like the slightest way can make a significant difference to a young person’s life. Taking a bit of time out of my own life to help someone else is certainly worthwhile. Being reliable and being yourself are two things I have learnt to be very important when being a mentor. Young people can

tell when someone is putting on an act or being fake, so being myself and talking to a young person just the same as I would talk to anyone else in my life was something I found to be an important part of mentoring. There are often high expectations placed on footballers to be leaders within the community. We are role models whether we like it or not, so it is important that we are contributing to the community. A program like Ladder does just that and I couldn’t think of anything better to be involved in to help those who need a hand. I have found that being a mentor also has reciprocal benefits, providing great personal satisfaction and a distraction from life as an AFL footballer.

Lukas Markovic It has been very rewarding in opening my eyes up to how much of a struggle day to day living can be for some young people






2013 Year in Review

2013 Year in Review

Footy Idaho

Written by Brock McLean

Everyone has a right to be

treated equally


Brock McLean reflects on the AFL Players’ Association #FOOTY4IDAHO campaign which featured some of the AFL’s biggest names.

In 2013, AFL players took a pledge against homophobic language to highlight the damaging effects it can have within sport and the broader community. To mark IDAHO (International Day Against Homophobia) on Friday 17th May, the AFL Players’ Association ran a social media campaign titled #Footy4IDAHO. IDAHO commemorates the day homosexuality was removed from the International Classification of Diseases of the World Health Organisation in 1990. The fact that homosexuality was once even classified as a ‘disease’ is simply extraordinary. To support this campaign, AFL players elected to feature in a video pledging their commitment to not use homophobic language and to stand up to those who do. The 2013 campaign was born out of a of presentation given by Gay, Lesbian, Bi-Sexual and Transgender (GLBTI) advocate Jason Ball to all first year players at the AFL Players’ Induction Camp earlier last year. Ball, who is the first footballer to publicly state he is gay, spoke of the hurt of homophobic language and how it added to his reluctance to reveal his true self. Ball’s stance prompted the AFL Players’ Association to initiate this campaign and demonstrate support. I was motivated to join this campaign, after having recently spoken out in support of my sister who is gay. After seeing how my sister was treated when she came out, I felt compelled to help address the issue of homophobia. The way some people looked at her and the way some people treated her like a second class citizen made me sick. It gets back to basic human rights. Everyone has a right to be treated equally. This campaign raises awareness of homophobia in society and in sport but

also the little things that we use in our language, like ‘that’s gay’ or ‘you’re gay’… And reminding people that those little phrases we use makes a big difference to some people. I think the AFL community has been extremely supportive of this stance and this demonstrates a massive step in our quest for change. However, there’s always some people who react negatively and while you obviously get the one or two idiots that give you stick on social media, they are clearly the minority. I think the more people we get talking about it, the better. We only need to look at the example of NBA player Jason Collins in the States who came out. The support we saw from the whole world was fantastic, so that’s a strong and powerful message for anyone in AFL or any other team sport.

Like • Comment • Share It is the second time the ‘PA has supported IDAHO. Players shared a similar anti-homophobia message across social media platforms in 2009, with an emphasis on fostering a culture of inclusion at all times. Hearing people like Jason Ball speak about the fact that young kids who are gay are six times more likely to suffer from depression or consider suicide, purely based on their sexual orientation highlights the urgency to speak out about this. We have to create, especially in sport, a more welcoming environment because


Dan Jackson @DanJackson23

Well done to all the guys for standing up for equality and zero tolerance for discrimination #FOOTY4IDAHO watch?v=kwRdOKlhJRs&sns=tw … via Reply





19 Favorites

at the moment it can be a hostile world and a lot of work needs to be done to shift that culture. I strongly believe that the key to inclusion and acceptance is education. The progress the AFL has made with racism is an example of how it has been the vehicle to create change within society. We have stamped racial vilification right out of the game and it shouldn’t be any different than homophobia. With the support of our Association CEO Matt Finnis, it’s possible that given our position as AFL players within the community, we have the power to use our profiles to help initiate change. IDAHO is not just about creating change within football, but in creating change in the whole of society. This is so much bigger than just the industry, but we have the ability to start that change process. As I’ve said, it’s not only important as an industry; it is important for all of society to embrace. The AFL Players’ Association will once again support IDAHO in 2014 and I encourage our members and fans to once again spread this important message via social media channels.


2013 Year in Review

2013 Year in Review


We wish to thank our partners in 2013

Be the Influence – Tackling Binge Drinking Naming rights partner of the AFL Players’ MVP Awards and the Leigh Matthews MVP Award

P r o u dly pr e s e n t e d : 2013 AFL Players’ Association MVP Best Captain Award

Official Higher Education Partner of the AFL Players’ Association

Official Superannuation Supplier of the AFL Industry


Victorian Government ‘FireReady’ Official Partner of the AFL Players’ Association

P r o u dly pr e s e n t e d : 2013 AFL Players’ Association MVP Grant Hattam Award


2013 Year in Review

2013 Year in Review


Gary Ablett Jnr

The little

Written by Zac Smith


Zac Smith talks about his friendship with Gary Ablett Jnr and why he is not only the best player in the league but one of the best blokes as well. Having grown up in a non-football background I probably didn’t fully understand the magnitude of Gary Ablett Jnr coming to the Suns, but it didn’t take me long to realise what all the fuss was about. Gary arrived at the club in my first year at the Suns, and after a month of him being on the coast he called me. He had heard I had recently bought a house and wanted somewhere to stay for a ‘while’ until he sorted out his own place. This ‘while’ ended up being the whole season, and we would play ping pong for hours or play ‘snap’ in between doorways with a mini footy, so I didn’t mind that he stayed so long because I loved having him around. What I quickly learned about Gary is that he is a competitive beast. Not your typical aggressive type of beast, but whether it be playing ping pong, FIFA or just kicking the footy inside into your standard bedroom doors he will always turn everything into a contest – and generally he’ll be naturally bloody good at it. There is no question his natural sporting ability has certainly helped him become a superstar, but few would realise the sacrifices he makes off the field, through his obsessive approach to training, diet and recovery, that have ensured he is able to back it up week after week. Often on the drive home from training, Gary would insist we call into the service station, and re-appear with a bag of ice ready for an extra ice bath, or be on the phone organising an extra massage and as a young player having the chance to get a behind-thescenes look at the kind of preparation it takes to be an elite player was a real privilege.

He is always more than happy to share his knowledge as well, which is one of the reasons he is such a great leader. He has time for everyone, whether it be a teammate, a fan or a complete stranger. He will always stop for a chat and give them the time of day and while he is certainly one of the greatest players of all time, he is also one of the great blokes as well.

As a ruckman I’ve have had the privileged position of having a front row seat to the Gary Ablett Jnr Show, but time after time he leaves me shaking my head in disbelief at what he is able to do on the football field. At each ruck contest he will tell me where he wants the ball, but even if we are not winning the tap he backs his judgement and is able to make his way to the drop zone and the majority of the time will emerge with the ball even with a tagger scragging him all the way. But it amazes me more how he has grown as a person off the field over the past few years. I have always known and

heard that Gazz has a strong faith and is a man of God but in his first season or two it didn’t really shine through him and he was quite shy about it and often not willing to talk much about it to others. As a man of faith myself I could see that Gazz wasn’t entirely happy, we would often chat for hours about life and God and what it meant to us. We started a life group (which is basically a group of us who catch up once a week and talk about how they are going with their faith and just life in general) and since this time he (Gazz) has almost been a totally different person. He is no longer shy about his faith and gives all glory to God for everything he does even if it is during his Brownlow Medal speech or on The Footy Show.





The Leigh Matthews Trophy

Presented by: Be The Influence 1479 votes

Gary Ablett Jnr (max 2262)

475 votes

Joel Selwood

378 votes

Jarryd Roughead

321 votes

Scott Pendlebury

201 votes

Kieren Jack

Best First Year Player

Presented by: Be The Influence 533 votes

Jaeger O’Meara

45 votes

Ollie Wines

37 votes

Brad Crouch

28 votes

Sam Dwyer

24 votes

Dane Rampe

Best Captain Award

Presented by: L’Oreal Men Expert 172 votes

Joel Selwood

115 votes

Gary Ablett Jnr

110 votes

Jobe Watson

102 votes

Luke Hodge

81 votes

Travis Boak

Robert Rose Most COURAGEOUS Player Award

Presented by: Fire Ready Victoria 234 votes

Joel Selwood

153 votes

Daniel Hannebery

74 votes

Rory Sloane

55 votes

Callan Ward

54 votes

Kade Simpson


Presented by: La Trobe University Matthew Boyd

Grant Hattam Award

Presented by: Kelly Hazell Quill Network 7 (Saturday Night Football): #DISCOVERED



2013 Year in Review

2013 Year in Review


Hats off to the

new kids on the block

22UNDER22 TEAM 2013

2013 saw the birth of a new AFL Players’ Association concept. 22under22 is a purely fan-voted team comprised of the best 22 players in the AFL aged 22 and under.


Rory Thompson BACK POCKET



Steele Sidebottom




Jake Carlisle

Trent McKenzie




Nathan Fyfe

Dyson Heppell

Daniel Hannebery



Jack Darling



Chad Wingard



Dustin Martin


I was rapt to be selected as part of the inaugural 22under22 team and to be the captain. It’s a very strong team and I would love to have the chance to play alongside some of the guys who I have admired from afar, Written by Dyson Heppell such as Jeremy Cameron and Chad Wingard. Selection in the 22under22 is a great reward for how well these guys have performed at such a young age in a hugely competitive industry. There is no doubt the gap between the TAC Cup and other junior competitions around the country to the AFL is massive, but every year there are young players who make this transition look easy. We don’t play the game to win individual honours and there are many on offer nowadays, but what separates 22under22 is that the fans select it. To be recognised by them, the people you go out every week and play before, is a great feeling. The selection process via social media and the New Era hats we were presented with meant the concept really resonated with the young guys. Ultimately the 2013 22under22 team shows that the future is bright for AFL fans.

Daniel Talia



The AFL Players’ Association Board compiled a list of 40 players and invited fans to decide the final composition of the team by nominating their team, selected in-position, on social media. After fans, players and media had their say the 2013 22under22 team was announced at the Be The Influence MVP Awards. Essendon’s Dyson Heppell and North Melbourne’Jack Ziebell were named captain and vice-captain respectively.


Brandon Ellis


Steven Motlop


Jeremy Cameron

Interchange Followers

Aaron Mullett

Tom Nicholls

Jack Ziebel

Jaeger O’Meara

Dion Prestia

Tom Liberatore

Michael Walters


2013 Year in Review

2013 Year in Review

Next Goal

Accredited Agents Conference

Next Goal Written by Nick Lower

Former Port Adelaide, Fremantle and Western Bulldog, Nick Lower, reflected on his time in the Next Goal program and a post football career he didn’t expect to inherit.

When I was traded to the Western Bulldogs from Fremantle for the 2013 season I didn't expect my AFL career to be finished after just one year, so I certainly didn't expect to be working as a sales agent with a property broker as the 2014 season approaches. I’m extremely glad I took the opportunity to undertake a Next Goal placement and to do it with CBRE Australia Corporate Real Estate Services. Before undertaking the placement I didn't have a strong interest in property. I studied commerce at university and during 2010 (while playing in the SANFL) I worked as an undergraduate accountant. The reality that AFL football doesn’t last forever has always been at the forefront of my mind and I had to look no further than my brother to see the advantages of doing some form of work experience while still in the game. When I moved to Melbourne I really had no firm contacts or plans outside of football, but when my brother Ed (also my manager), suggested CBRE I thought I would give it a go. I worked one-day per week during the season and within a month of being there I started to think it might be a career I would like to pursue post-football. The completion of my placement coincided 32

with my delisting from the Bulldogs and I was fortunate enough to gain full-time employment with CBRE, working under another former player in Andrew Leoncelli. You might assume the corporate world is far removed from a football club, but I found the two worlds share common values and dialect. Skills such as leadership, teamwork and the ability to see things from multiple perspectives are extremely transferable

Like • Comment • Share 198 people like this.


A joint initiative of the AFL Players’ Association and AFL Sportsready, the Next Goal program offers the players an opportunity to combine practical work experience in a field that appeals as a potential career beyond their playing careers. In identifying a poster boy for the Next Goal program look no further than the Lower twins, Nick and Ed, who successfully combined their football commitments with 20-day work placements with CBRE property and Strategic Management respectively. When their playing careers came to a close they gained permanent employment with their Next Goal partners.

and allowed me to transition between the two worlds comfortably. It might sound simple but the ability to have a direct conversation with someone or put aside a difference and move forward is something that is expected within a football club, but is of huge value in business. Another skill AFL footballers have the chance to hone is the ability to network. While there are certainly opportunities to do that within an AFL club, it’s really just the tip of the iceberg and fairly or unfairly, having a background as an AFL footballer is an advantage in the outside world. It is really something players should embark upon with the attitude that you've got nothing to lose. You never know what doors might open up if you are willing to put yourself out there. It’s only 20 days so if you choose something you don't see any potential within, it is not time lost, and at the very minimum it provides a great break from footy. The Next Goal program or any work experience placement is not always about identifying what you like, but what you don't. However, attack it with an open mind, because you might just surprise yourself and find something you fall in love with.

Agents Conference Chairman of the Accredited Agents Board Ian Prendergast reflects on the 2013 Accredited Agents Conference. The role of the accredited player agent has never been more important, particularly considering the gravity of some of the issues the AFL industry has faced in recent times. The professional support and guidance to help individual players navigate their way through the complicated landscape that exists in the modern game can be critical. The AFL Players’ Association’s Annual Accredited Agents Conference allows agents from across the country to participate in sessions covering a range of important issues directly related to the representation of players. The conference is a key pillar of the regulatory and professional development framework that exist under the agent accreditation scheme, which is designed to ensure agents have the requisite knowledge, skills

and expertise to provide independent and robust representation to players. While the Players’ Association regularly updates player agents about important issues throughout each year, the annual conference provides an invaluable platform for face-to-face engagement with this important stakeholder group, and allows agents to share personal experiences with each other and the ‘PA. In 2013 the 74 accredited agents who attended the conference discussed a range of important matters, from equalisation and the economics of AFL player payments through to changes in the AFL’s anti-doping code. The agents were also educated on the new Player Retirement Scheme, which ensures players leaving the game are better looked after than ever before. The 2013 conference also focussed on the challenge of monitoring the wellbeing of players. Agents were reminded about

Written by Ian Prendergast

the importance of recognising signs that give an insight into a player’s mental health, and were encouraged to have deeper discussions with their athletes about how they’re coping with the demands of AFL football. The ‘PA invited Jonathon Simpson (Sport Partnership Manager from Twitter) to provide agents with suggestions on how to best grow a player’s online profile – with agents taking away some handy tips. As the AFL industry continues to evolve and new challenges emerge, it’s crucial that the partnership between accredited player agents and the AFL Players’ Association becomes stronger each year. While the player agency industry is competitive, it’s important that agents continue to discuss their personal experiences so that other agents – and most importantly, their players – are able to benefit in years to come. After all, we’re all in this together.

Ian Prendergast As the AFL industry continues to evolve and new challenges emerge, it’s crucial that the partnership between accredited player agents and the AFL Players’ Association becomes stronger each year Reply





2013 Year in Review Player Retirement and Delistment




2013 Retired and Delisted NORTH MELBOURNE Jordan Gysberts: 19 games (Melbourne 19; North Melbourne 0) Ben Speight: 48 games Cameron Richardson: 8 games Will Sierakowski: 7 games

ADELAIDE Crows Ian Callinan: 32 games Graham Johncock: 227 games Richard Tambling: 124 games (Richmond 108; Adelaide Crows 16) Tim McIntyre: 1 game BRISBANE Lions Simon Black: 322 games Aaron Cornelius: 25 games Niall McKeever: 22 games Jesse O’Brien: 17 games Stephen Wrigley: 3 games CARLTON Andrew Collins: 36 games (Richmond 25; Carlton 11) Marcus Davies: 17 games Aaron Joseph: 73 games Jeremy Laidler: 26 games (Geelong Cats 2; Carlton 24) Frazer Dale: 2 games Patrick McCarthy: 1 game Luke Mitchell: 1 game

§ Widest range of courses § World class research § Elite athlete support § Great sport clubs § Top industry partners

find OuT mORe 1300 135 045

COLLINGWOOD Alan Didak: 218 games Ben Johnson: 235 games Darren Jolly: 237 games (Melbourne 48; Sydney Swans 118; Collingwood 71) Andrew Krakouer: 137 games (Richmond 102; Collingwood 35) Jordan Russell: 125 games (Carlton 116; Collingwood 9) ESSENDON Alwyn Davey: 100 games David Hille: 197 games Nathan Lovett-Murray: 145 games FREMANTLE Jesse Crichton: 18 games Jayden Pitt: 10 games Peter Faulks: 3 games Alex Forster: 1 game Josh Mellington: 6 games

GEELONG Cats Joel Corey: 276 games GOLD COAST Suns Jared Brennan: 173 games (Brisbane Lions 121; Gold Coast SUNS 52) Kyal Horsley: 14 games Liam Patrick: 13 games Joel Wilkinson: 26 games Jacob Gilbee: 6 games GREATER WESTERN SYDNEY Giants Dean Brogan: 193 games (Port Adelaide 174; GWS 19) Chad Cornes: 255 games (Port Adelaide 239; GWS 16) Setanta O’hAilpin: 88 games (Carlton 80; GWS 8) Sam Reid: 24 games (Western Bulldogs 10, GWS 14) Bret Thornton: 189 games (Carlton 188; GWS 1) Gerard Ugle: 3 games HAWTHORN Max Bailey: 43 games Brent Guerra: 255 games (Port Adelaide 65; St Kilda 31; Hawthorn 159) Michael Osborne: 168 games MELBOURNE Aaron Davey: 178 games Tom Gillies: 15 games (Geelong Cats 13; Melbourne 2) Joel MacDonald: 124 games (Brisbane Lions 80; Melbourne 44) James Magner: 19 games David Rodan: 185 games (Richmond 65; Port Adelaide 111; Melbourne 9) James Sellar: 44 games (Adelaide Crows 21; Melbourne 23) Tom Couch: 3 games Troy Davis: 2 games Josh Tynan: 2 games

PORT ADELAIDE Brett Ebert: 166 games Darren Pfeiffer: 23 games (Carlton 7; Port Adelaide 16) Nick Salter: 21 games Daniel Stewart: 36 games RICHMOND Sam Lonergan: 81 games (Essendon 79; Richmond 2) Shane Tuck: 173 games ST KILDA Jason Blake: 219 games Justin Koschitzke: 200 games Stephen Milne: 275 games Jackson Ferguson: 1 game Tom Ledger: 8 games SYDNEY Swans Jude Bolton: 325 games Martin Mattner: 222 games (Adelaide Crows 98; Sydney Swans 124) Mitch Morton: 83 games (West Coast Eagles 12; Richmond 59; Sydney Swans 12) WEST COAST Eagles Bradd Dalziell: 43 games (Brisbane Lions 15; West Coast Eagles 28) Brad Dick: 27 games (Collingwood 27; West Coast Eagles 0) Andrew Embley: 250 games Ashton Hams: 39 games Daniel Kerr: 220 games Cale Morton: 76 games (Melbourne 73; West Coast Eagles 3) Mark Nicoski: 112 games Adam Selwood: 187 games WESTERN BULLDOGS Nick Lower: 55 games (Port Adelaide 20; Fremantle 22; Western Bulldogs 13) Lukas Markovic: 29 games Patrick Veszpremi: 23 games (Sydney Swans 11; Western Bulldogs 12) 35

2013 Year in Review

2013 Year in Review

Professional Development

Reserach Projects



Creating a first class

sporting workplace

Player Development General Manager Brett Johnson details the Associations’ plan to create a first class sporting workplace for players. As the stressors placed upon players increased with the demands of the game, the AFL Players’ Association continued to sharpen its focus on ensuring all players have the best opportunity to achieve work/ life balance. It is our core objective to ensure all players work in a ‘first class sporting workplace’ – an environment that promotes sporting excellence, long term personal growth and wellbeing for all. To achieve this ‘first class sporting workplace’ for players, the AFL Players’ Association focuses on: • Securing and enforcing workplace conditions for players which balance productivity with work/life balance; • Collaborating with the AFL and clubs to ensure players work in 36

high performance environments providing unrivalled facilities, ethical sports science and expert medical support; and • Shaping an inclusive industry which values long-term physical health, diversity, personal growth and wellbeing of players. To encourage smart decision-making, motivate positive behaviors and enhance on-field performance, an investment in player personal development and wellbeing is key. Furthermore, if players are accountable for more than football performance then we must foster a sporting workplace committed to the personal and professional development of players beyond their football years. In order to provide a first class sporting workplace we developed a framework highlighting why a supportive structure, resources and culture is fundamental and we made many investments aimed at achieving these in 2013. In 2013 the AFL Players’ Association worked tirelessly to bring into effect a number of components that are crucial to the delivery of these three key drivers. In particular, the ‘PA worked closely with clubs to ensure players were afforded the agreed annual leave period, four hours for

Written by Brett Johnson

professional development and a scheduled day off every week. Further to this, the ‘PA bargained with the AFL for new annual leave arrangements where players now enjoy two full weeks off over the Christmas break. Under this revised model 70 per cent of players were entitled to a longer off-season break in 2013. Players will also be allowed a minimum fourday break around the in-season bye period. We continued to roll out world-class resources and programs for players around career transition, wellbeing, indigenous and multicultural, financial literacy and Alumni. Our financial literacy programs underwent a major bolstering through the support of our superannuation provider AMP. By surveying our players and gathering insights into how our programs integrate with workplace structure and club culture, we will work with clubs to influence best practice and drive the player development agenda across the industry. Playing football is an impermanent profession. Players who feel the games genuine commitment to their long term lives as people will develop a broader sense of loyalty to their clubs, the game and its future.

In 2013 the AFL Players’ Association was involved in a number of important research projects that will help players and their clubs better understand the importance of a healthy work-life balance.

Positive Community Engagement: An Exploration of AFL Players Volunteer Work The AFL Players’ Association assisted a La Trobe University study analysing the involvement of AFL footballers in community and volunteer groups. The study, conducted by academic Laura Petridis, looked into players’ motivations for participating in volunteer programs and measured the impact their experiences had on those involved. The Positive Community Engagement study found players gained perspective through volunteering, valued seeing others benefit from their work and felt fulfilled when giving back to the community. It was also found players’ primary motives for getting involved included being able to help others and see first-hand the impact they were having. Factors such as building networks and pursuing personal interests were secondary. Whilst the players involved in community and voluntary work were found to have had positive experiences, the research also showed those involved tended to be senior players. The research suggests finding an appropriate balance between an AFL career and other interests is more challenging for younger players, who are consequently less involved in community programs. The AFL Players’ Association will continue to develop relationships with a range of volunteer organisations with which players may be able to undertake voluntary work.

The connection between off-field engagement and onfield performance In a separate study the AFL Players’ Association continued to work alongside the Australian Catholic University to explore the causal relationship between players’ off-field endeavours and on-field performances. The study – which was first initiated in 2012 by Associate Professor John Saunders and PhD scholar Matthew Pink – is almost complete and will provide valuable insights into the ways in which non-football activities can influence players’ mental wellbeing.

The researcher spent two weeks inside an AFL club conducting interviews with players and staff. From there, he conducted league-wide surveys in order to validate and help understand the data initially provided by those within the chosen AFL club. A number of factors were found to influence players’ off-field activities. A player’s relationship with the Player Development Manager at his club was shown to be significant, as was the general culture of each football club. Players who were encouraged – but not forced – to engage in non-football activities were largely found to have had positive experiences. Other factors – such as positive living arrangements, a variety of ‘genuine’ opportunities for player involvement and a feeling of social comfort with fellow players and staff – were also shown to influence a player’s mindset in regards to exploring extra-curricular activities. The results of the study, which are set to be released early in 2014, may show a correlation between a healthy and balanced lifestyle away from the game and an ability to perform well on the field. It’s something the AFL Players’ Association has seen first-hand, but at this point has been unsupported by formal studies – due to a lack of academic research.

AFLPA It was also found players’ primary motives for getting involved included being able to help others and see first-hand the impact they were having Reply





2013 Year in Review

2013 Year in Review

Financial Education and Literacy



In continuing to work towards achieving the AFL Players’ Association’s vision of establishing the world’s best Financial Education and Literacy Program for professional athletes, the Association successfully renegotiated its superannuation contract with AMP, who continue to provide significant resourcing for the program expansion. Thanks to this generous support, a range of practical financial resources have been developed for players including: • The AFL Players’ Association App to assist players in managing their finances • Educational DVD on the AFL Players’ Association’s financial services offering • A series of financial interviews with players to encourage engagement in educational workshops.


The AFL Players’ App has been developed together with AMP to help players monitor their finances and plan for their financial future. The finance app includes; • Budget planner • Risk profiler • Home loan • Super simulator and insurance • Asset and information liability tracker

Practical Tools

Education workshops The AFL Players’ Association has two key financial education workshops – Managing My Money 1 and Managing My Money 2. The course helps players develop vital financial literacy skills to use during and beyond their football career. Topics: Understanding cash flows, goal setting, debt management, tax and an introduction to investment. Suitable for first and second year players.

17 from

86 players Participated


The course builds on Managing My Money 1.

MMM2 – 2013

AMP Partnership

we trust

AFL Players’ App

MMM1 – 2013

The AFL Players’ Association provides world class financial education and literacy programs, services and resources to equip players with a solid understanding of financial strategies to help them manage their money now and into the future.

In the players

Focus: investment options and strategies, exit strategies to optimise finances when transitioning from the game. Suitable for third to sixth year players.



40 players Participated


During the year, player feedback was analysed and workshops were reviewed and revamped with a view to increasing player engagement. As a result, the program will be restructured into a three stage delivery model in 2014. The format of Managing My Money 2 will evolve into a new information session to help players understand the benefits and workings of the new Player Retirement Scheme. The workshop will also include an introduction to investing and superannuation and will be suitable for 4 year+ players. Managing My Money 3 will be introduced and will focus on investment tips, traps and exit strategies. This workshop will target 5 year+ players. Education


One-to-one Sessions Advanced Member One-to-One Service At any point in their careers, players can access the Advanced Member One-to-one Service to review their investment strategy. Financial Health Checks All retired and delisted players are encouraged to get a Financial Health Check from one of the Association’s financial education consultants to help them with their financial transition out of the AFL. Common topics include debt management, financial goal setting and superannuation. Independent Financial Advice The AFL Players’ Association provides independent financial advice to members who require additional financial assistance and education. Advice depends on individual circumstances but can include information on strategies to improve spending habits and gaining an understanding of net earnings after tax.

1 to 1 Sessions

Alumni Manager Brad Fisher explains why the new AFL Players’ Trust is so important to support past players. If you were walking through the MCG in late November last year and stumbled upon a room with Luke Hodge, Simon Madden and Peter Bell on stage, you could be forgiven for assuming this was just another corporate function. However, what these champions had gathered for is far more important. The AFL Players’ Association launched a Trust that will assist players who are facing hardship due to injury or illness, and provide real and valuable assistance to its former members. Hodge joined former AFL Players’ Presidents to make the announcement in front of over 100 past players and industry guests, who had gathered to learn more about the new initiative, which will ensure players have access to medical and like services so their lives are not disadvantaged due to injuries or illness caused or related to playing football. The room was filled with past champions of the game who all agreed that the fact current players had chosen to divert a portion of funds to this important initiative was great testament to their desire to leave a legacy that provides benefits to those that have gone before them. As a past player I think we all know that most players will leave the game

with some sort of injury or ailment that will remain with them forever. That’s the reality of competitive sport, but no player should have his life permanently and adversely affected through his involvement in AFL/VFL football. Most players are able to adequately support themselves and manage their injuries in life after football, but there are some who cannot. Many of these past-players come from a time when medical science was not so advanced and awareness around player rights was not so sharp. The stats don’t lie. 64% of past players are still affected in daily life by their previous AFL/VFL injuries. 60% of those who reported injuries require ongoing treatment for old football injuries, but only 6% have treatment costs covered by their former club or the AFL Players’ Association. As it stands, there is little workers compensation available to former AFL/VFL footballers and current day AFL players pay for their own private health insurance. The Players’ Trust is an important step as part of a long-term vision for dealing with the health and welfare of our past players. The Players Trust brings together the support mechanisms for AFL players who experience financial hardship and cannot afford appropriate medical treatment for injuries sustained during their playing careers. Currently, past-players have access to a grant scheme called the Geoff Pryor hardship fund, which provides assistance of up to $5000, but this discretionary fund will bolster the ability to provide a more significant benefit for those past-players who suffer significant or temporary hardship. Our current group of players has made a strong commitment to AFL/VFL footballers past and present. This money comes directly from the players’ share of funds negotiated in the last Collective Bargaining Agreement (CBA).

Written by Brad Fisher

However, this route support is not the final solution. It is a step in the right direction, but players supporting players is not the final model. It is the hope of the players that in the future a broader safety net be cast, utilising the profits of the game. The revenue our players sacrifice so much for. The reliance on a Players’ Trust should diminish with time as more permanent reforms are built to ensure the long-term health and welfare of our players.

76 %

of past players experienced serious injuries in elite football.

Of those who reported serious injuries

64 %

are still affected in daily life by their previous VFL/AFL ailments.

Of those who reported serious injuries

60 %

require on-going treatment for old football injuries.


have treatment costs covered by their old VFL/AFL club or the AFL Players’ Association.


2013 Year in Review

2013 Year in Review




Troy Clarke

Written by Richard Champion

Footy clubs are full of characters. From the funny to the feisty, the crazy to the quirky, there’s one type of guy that everyone loves – the all-round good bloke and that’s how Troy will be remembered.

We started our careers together over 20 years ago at the Bears and right through to the last time I saw him, only a few months ago, he remained the same energetic, enthusiastic guy who had a bounce in his step, a smile on his face and gave everyone the time of day. We’d spent the best part of three or four years playing together at the Bears and I’d also played against Troy in the South Australian League when he played for West Torrens. He wasn’t the most physically intimidating player on the field, but he

never shirked an issue. For a bloke his size, he had a massive crack. Troy played as an on-baller/winger and had great skills, but more importantly he was a team player; a genuine clubman. He got involved with everything around the club and was largely responsible for introducing the player revue, which became an annual event at Brisbane. Together we had struck up the idea of bringing along the fans and supporters while all the players put on acts. It proved a huge success. Troy was a handy bass guitarist, and we joined forces on these nights to form

a band and belt out some classic rock ballads. They were always sensational nights and definitely some of my fondest memories of Troy. I’ve got many great memories of our time together at Brisbane, whether we were sharing the footy field or the stage. It was great to reminisce on these times with Troy recently – twenty years on from the year we started our time at the Bears in 1991. It was late this season where I spent some quality time with Troy at the Gold Coast v Richmond game up in Cairns (his home town). We spent the night laughing and reminiscing about what had gone on all those years ago. It’s a memory I’ll hold dearly now because it was the last chance I got to spend quality time with him. Post his career the legacy and contribution Troy has made to the game, particularly in Queensland, cannot be underestimated. He had a wonderful football brain, and after he hung up the boots he coached in Tasmania, before coming back to Queensland and getting involved with the QAFL. He was a hard worker and quickly climbed the ladder there, and recently became the state development manager, which was great recognition of the significant role he had played in developing strategies to grow the game in Queensland. I was shocked when I heard the news and it’s given me time to reflect on the great moments we shared together – and many did the same at his funeral service which was attended by people from right around the country who have had the pleasure of meeting Troy along the journey. I’ll remember him as a man who was always vibrant and lively, with a spring in his step. He always tried to get people up if they were down, and everybody who came across him enjoyed his company. He will be greatly missed. Troy Clarke passed away on Monday 28th October 2013, aged 44. The AFL Players’ Association offers its sincere condolences to Troy’s family and all those mourning his passing.

Acknowledgements The AFL Players’ Association would like to thank the following individuals and organisations for their support during 2012-13. AFL Players’ Association Advisory Board Neil Hamilton: Chairman – AFL Players’ Association Advisory Board Ray Wilson: Chairman PRA Advisory Board Greg Hywood: CEO – Fairfax Media Andrew Twaits: Managing Priciple – The Strategy Canvas Tim Poole: Non-executive Director Dr Andrew Daff: Sports Physician Dr Kathy Alexander: CEO – City of Melbourne Joel Bowden: Game Analysis Manager – AFL AFL Players’ Association Player Retirement Account Board Ray Wilson: Chairman Ian Anderson: CEO – AFL David Bilston-McGillen: Dominion Private Clients Luke Ball: President – AFL Players’ Association Matt Finnis: CEO – AFL Players’ Association John Hogan: GM, Finance & Administration – AFL Players’ Association

Australian Athletes Alliance Board Paul Marsh: Chairman CEO – Australian Cricket Association Matt Finnis: CEO – AFL Players’ Association Greg Harris: Executive Director – RUPA David Garnsey: CEO – RPLA John Poulakakis: Chairman – PFA Brendan Schwab: General Secretary AFL Players’ Association Agent Accreditation Board Ian Prendergast: GM – Player Relations, AFL Players’ Association Tom Petroro: AFL Players’ Association Accredited Agent Liam Pickering: AFL Players’ Association Accredited Agent Michael Hazell: Partner – KHQ Lawyers Braham Dabscheck: Senior Fellow – University of Melbourne Ken Wood: Investigations Manager – AFL Chris Dawes: Current player – Melbourne FC AFL Players’ Association Charity Fund Trustees Matt Finnis: CEO – AFL Players’ Association

AFL Players’ Association Players’ Trust Committee

Anthony Jackson: Director – Dominion Private Clients

Peter Bell: Chairman (Former AFL Players’ President)

Luke Ball: President – AFL Players’ Association Delegate – Collingwood FC

Mike Sheahan: Chief Football Writer – Herald Sun and Media Personality

John Hogan: GM, Finance & Administration – AFL Players’ Association

Gerard Healy: Qualified Physiotherapist and Media Personality Ian Dicker: Former Hawthorn President

Bernie Shinners: Legal Services Consultant – AFL Players’ Association

Paul Henderson: Medical Negligence Lawyer

Brett Johnson: GM, Player Development – AFL Players' Association

Gareth Andrews: ‘Life Again’ founder and Co-founder AFLPA Bill Kelty: AFL Commissioner Dr Andrew Daff: Founding Member Epworth Sports and Exercise Medicine Group

Ladder Board of Directors Matt Finnis: Chairman Daniel Jackson: Richmond FC Ian Anderson: Chief Financial Officer – AFL Colin Carter: Senior Advisor – The Boston Consulting Group Andrea Slattery: Chief Executive SPAA – SMSF Professionals Association of Australia David Eldridge AM Sam Graham: GM, Strategy & Club Services – AFL



Is there an easy way to look at my AFL Players Association super with AMP?

You can easily view, manage and interact with your super account and your other AMP products 24/7 with AMP’s secure online member site, My Portfolio.

There’s even a mobile app that lets you view it all on the go! Start by going online and registering at – it only takes 2 minutes!


Tell us about yourself by completing your profile and selecting how we interact in the future, either by mail or electronically. Set up your super your way – from choosing how your super is invested, to learning strategies on how you can boost your super contributions. Then watch your nest egg grow and bring you closer to the retirement lifestyle you dream of!


Visit to register or reactivate your online account.

It’s easy to register: number handy (Check your welcome letter, or call us on 1300 300 465).


Visit and click on ‘Register’.


Follow the prompts and once finished, you’ll receive an activation code via email or SMS.

You’re now ready to log in.

23442 02/14


Have your member

2013 Year in Review

2013 Year in Review

2012/13 Financial Report






Receivables Other Assets TOTAL CURRENT ASSETS





CBA Profit Share






















15,656, 876


Membership Fees Sponsorship















188,336 1,888,947









Computer Expenses & Development



Consultant’s Fees



Counselling Services



Expenses Advertising AFLPA Player Retirement Account Payments

Depreciation Education & Training



40,725 381,472






Multicultural & Indigenous Player Support Programs










Office Expenses



Other Expenses



Player Computer Grants







AFLPA Past Player Health Hardship Fund Reserve





Retained Profits




EQUITY AFLPA Player Retirement Account Reserve




Employment Related Expenses

81,277 344,207

Functions & Events


Player Development Programs & Transition Player Executive & Delegate Expenses Player Health Insurance



Player Induction Camp











Player Licensing & Marketing Payments Professional Fees Wellbeing/Cultural & Leadership Public Relation Costs Publication Costs



Rent & Outgoings





Subscriptions Telephone & Facsimile



Travel & Conferences







Profit from Ordinary Activities before Income Tax Expense Income Tax Expense Net Profit from Ordinary Activities after Income Tax Expense Attributable to the Association Retained Profits at the Beginning of the Financial Year




Commercial Branding


Commercial, Player Licensing & Marketing Income

Other Income 49,696,011

Property, Plant & Equipment














2013 Year in Review 2012/13 Financial Report







CASH FLOWS FROM OPERATING ACTIVITIES: Receipts from Members CBA Profit Share Operating Grant Receipts Commercial Player Licensing & Marketing Income Received









Sponsorship receipts



Interest Received



Sundry Receipts



Receipts from Accredited Agents























Payments to Suppliers and Employees Net cash provided by operating activities

CASH FLOWS FROM INVESTING ACTIVITIES: Fixed Asset Purchases Investments into Managed Funds Net cash provided/(used) by investing activities

CASH FLOWS FROM FINANCING ACTIVITIES: Decrease/(Increase) in Sundry Debtors Net Cash provided (used) by financing activities Net Increase/(Decrease) in Cash Held Cash at the Beginning of the Financial Year

Cash at the end of the financial year


Charity Fund


2013 Year in Review

2013 Year in Review

2012/13 Charity Fund

































Net Fair Value Gains on Measurement of Investments



Other Comprehensive Income for the Year, Net of Tax



Total comprehensive income for the year



Total comprehensive income attributable to members of the association




Cash Assets










Player Contributions Code of Conduct Fines Interest Received







Audit Fees




Other Financial Assets








Profit/(Loss) from Ordinary Activities before Income Tax Expense




Income Tax Expense










EQUITY Settlement Capital Retained Profits



Bank Charges

Net Profit/(Loss) from ordinary activities after income tax expense attributable to the association Other comprehensive income after income tax


2013 Year in Review

Strong enough to say ‘enough’

2012/13 Charity Fund



























Net Increase/(Decrease) in Cash Held



Cash at the Beginning of the Financial Period



Cash at the end of the financial period



CASH FLOWS FROM OPERATING ACTIVITIES: Cash Flows From Operations Player Charity Contributions Code of Conduct Fines Interest Received Donations Received Payments to Suppliers & Employees Net cash provided by operating activities

CASH FLOWS FROM INVESTING ACTIVITIES: Investment in UBS Equities Net Income Investment Related Expenses Net cash (used in) provided by investing activities

The AFL Players’ Association has made a pledge to tackle youth binge drinking, joining forces with 16 of Australia’s favourite sports to spread the word about the Be the Influence initiative. And just like your sporting heroes, you can have a positive influence on our drinking culture. Back your judgement. Stand up for what you believe in. Be strong enough to say ‘enough’ to binge drinking. Be the influence.


AFL PLAYERS’ ASSOCIATION Level 2, 170 Bridport Street, Albert Park, VIC 3206 T: 03 8651 4300

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AFL Players' Year in Review 2013  
AFL Players' Year in Review 2013