WE
EMBRACING NEW DAWNS
Sport can harness the power to impact lives. Granting a wish to a child meeting their hero, a grassroots footballer inspired to Greatness or a student having a positive classroom experience, the 2026-2028 Community Framework aims to bring impactful moments to life.
The renewed focus aims to strengthen our commitment, backed by evidence and an awareness of community needs that gives more people a chance to thrive through football. Forever grateful for our ongoing support, the Cats are striving towards greater collective impact to the community that surrounds us.
Supporting our Next Generation, the Framework engages people of all backgrounds with the game. A focus on developing role models that give back, beyond the boundary remains a priority for the club. The Cats have a proud history of creating memorable moments all over Australia, embedding and growing relationships in the Greater Geelong region, respectfully engaging and learning with community. With consideration for the past, present and future, the clubs footprint touches the broader Western Victoria and Wimmera Mallee and go beyond the club’s backyard, supporting the growth and development of communities in the top end of the Northern Territory.
We remain steadfast in our proactive approach to positive wellbeing, our evolving community demographics, and opportunities for ALL to be involved. Our community impact is ever evolving, and we look forward to sharing our impact, telling our stories and connecting with our community for many more years to come.
GROWING GREATNESS
At home or far away
Giving all people a chance to thrive through football Vision
Beyond the Boundary
We give back so our communities can thrive
Honouring the Hoops
We celebrate and strengthen connection to the past and present
Grassroots to Greatness
We inspire the next generation
AT HOME OR FAR AWAY
While we aim to connect with Community right across Australia, there are AFL regulated Fan Engagement and Next Generation Academy zones that the Geelong Cats are allocated, meaning a greater presence. Within Victoria, these zones stretch from the Bellarine to the South West and up to the Wimmera Mallee. Within the Northern Territory, these zones take in East Arnhem Land, Katherine and surrounds.
We at the Geelong Football Club acknowledge Wadawurrung as the Traditional Owners and Custodians of the Land on which our club, our families and our communities work and play. We also acknowledge the Traditional Owners across Australia, where we play and connect with our great game. We pay our respect to Elders of the past, the present and those that will lead their collective future.
Darwin
Ballarat
Bendigo
Mount Gambier
Greater Geelong and Western Victoria
Upper Northern Territory
OUR FIELD OF IMPACT
Key statistics guiding our strategic direction
Proactive approach to positive wellbeing
1 in 4 Primary School students experiences high levels of Depression or Anxiety
1 in 3 Secondary School students experiences high levels of Depression or Anxiety
1 in 5 Australians suffer from mental ill health and 75% of people that develop mental ill health, have their first experience under the age of 25 years
Responding to evolving community demographics
Geelong has Victoria’s largest Indigenous population (3,562; 1.3% vs 1.0% state)
increase in multicultural population growth forecast up to 2036 (55k people) of the population in Greater Geelong live with a disability
Embedding opportunities for women and girls in all facets of the game
AFL Victoria participation is female
AFL target split of participation across genders by 2030 of all coaches in Victoria are Female
BEYOND THE BOUNDARY
We give back so our communities thrive
BEYOND THE BOUNDARY
Priorities
Collaborate with commercial partners to deliver value-driven experiences for local clubs, schools and community organisations
Creating a welcoming and inclusive environment at GMHBA Stadium and across our club, where everyone feels respected, represented, and connected.
Making dreams come true through unique and memorable community experiences
Championing youth mental health by partnering with evidence based organisations and programs to deliver lasting impact.
Success
Programs/Initiatives
• Dulux Colour Your Club
• Identify partners to build impactful experiences for our region.
• Meaningful and measurable impact delivered to local football clubs through tailored initiatives.
• GMHBA Community Bay
• AFLW Sausage Sizzle
• BioCats
• Maintain and grow partnerships with leading inclusion initiatives to strengthen inclusive practices across the club.
• Support staff and player inclusion training.
• Supporting local health aligned organisations with a free of charge space to connect with he community.
• Working with our football department to deliver meaningful experiences through Unmistakable Geelong Hospitality.
• Deakin Cats Community Centre
• Sensory Zone
• Hidden Disability Sunflower
• Wishes & Requests
• Ward Walks
• Ongoing investment in existing schools and successful expansion of the TRP school wellbeing program in 2026 and beyond.
• Continued alignment with local organisations to provide mental health strategies in local sporting clubs.
• The Resilience Project – School Wellbeing Program
• Read the Play
HONOURING THE HOOPS
We celebrate and strengthen the connection to the past and present
HONOURING THE HOOPS
Priorities
Oversee and deliver the Honouring the Hoops Charter
Create and curate impactful memorabilia displays that celebrate our rich history
Success Programs/Initiatives
• Provide effective governance for club Awards.
• Collaborate with internal stakeholders to inform club annual themed rounds.
• Maintain accurate records that supports rich storytelling.
Be the key connection point between the club and the Past Players and Officials
• Sharing our memorabilia across our stadium that allows access to fans.
• An accurate catalogue of the memorabilia collection that allows accessibility.
Remaining awake and accountable to get in the equation and seize opportunity
• An engaged PP&O membership, supported through club resources that enhance their operations.
• Anniversaries and key club events developed that give our fans ability to celebrate prior successes.
• Fostering talent through tailored development pathways for Father-Son and Father-Daughter participants.
• Club Awards
• History Society Events
• Early involvement in future infrastructure projects that will enable us to tell our story.
• Continued investment in our PP&O members to support and cherish their contribution to the club.
• Memorabilia
• Past Player & Official Events
• Father-Son & Father-Daughter
GRASSROOTS TO GREATNESS
We inspire the next generation
GRASSROOTS TO GREATNESS
Priorities
Success
Collaborate with local and state bodies to promote the ongoing growth and development of football participation.
Championing diversity and inclusion through football by increasing access to our club.
• Agreed strategic priorities in partnerships with AFL Victoria, AFL Barwon and AFL Western District, for collaborative game development outcomes.
• Drive uplift in Geelong Cats members and fans through Community initiatives and programs, by providing positive impactful experiences.
Programs/Initiatives
• Player Appearance Program
• Peak Body Partnerships
Leverage the club’s internal expertise to provide accessible education that supports wellbeing, leadership development, and coaching opportunities.
• Driving the growth and education of multicultural and First Nations participation in Football through our Next Generation Programs.
• Strengthening our clubs connection with diverse communities in our NGA regional and remote zones.
• Explore opportunities to broaden access to football for athletes of all abilities.
• Cats Academy
Empowering players and staff with the knowledge to engage with community programs, and actively inspire on and off the field.
• Provide knowledge and resources through targeted education that empowers our local communities.
• Support the capability and progression of female coaches across our local region.
• Strategically aligning meaningful game development Player appearances under the CBA to inspire the next generation.
• Utilising players interests and coaches knowledge to guide engagement in the Community.
• Plan and deliver impactful game development opportunities aligned to the football calendar.
• Providing learning and development opportunities internally to equip all with the knowledge to share within our community.
• Coach Education
• Player Appearance Program
Creating memorable moments that have a lasting impact on our community.
