2008/09 AFL Players' Association Annual Report

ANNUAL REPORT2008/2009

AFL PLAYERS’ ASSOCIATION

AFL PLAyERs’ AssOciATiON

Level 2, 375 Albert RoadAblert Park, Vic 3206

P: (03) 9926 1344F: (03) 9926 1350E: [email protected]

www.aflpa.com.au

AFL PLA

YER

S’ ASSO

CIA

TION

AN

NU

AL R

EPOR

T 2008 / 2009

1

CONTENTSAFL PLAYERS’ ASSOCIATIONANNUAL REPORT 2008/2009

President’s Message 2

CEO Report 4

Mission Statement & Objectives 8

Organisational Excellence 10

Collective Representation 16

Player Development 24

Community & Communication 30

Acknowledgements 36

Sponsors 39

Financials

AFL Players Association Inc. 40

Charity Fund 47

Images courtesy of AFL Photos / Shannon Morris

Pres

iden

t’s

mes

sag

e

2 AFLPA ANNUAL REPORT 2008/2009 3AFLPA ANNUAL REPORT 2008/2009

The last year has been one of tremendous challenge and opportunity for AFL players.

More than ever, as a collective, AFL players have shown leadership and commitment to excellence both on and off the field.

Yes, the amount of public and media scrutiny is at levels like never before, but with this, of course, comes accompanying positives. Players are being watched, listened to, and ‘clicked on’ more than ever.

Many clubs are showing record memberships while attendance figures are the envy of most professional sports leagues around the world. This is due to a range of factors; our game is well managed, our clubs are becoming more successful at turning supporters into members and our venues are attractive. But it is the week by week brilliance, dedication and bravery of the players (including three time MVP winner Gary Ablett and Madden Medallist Michael O’Loughlin), which is the key driver of this outstanding success.

grOWtHWith the pending introduction of two new clubs we are seeing more opportunities opening up for AFL players. Players are supportive of,

and committed to, the introduction of both the Gold Coast and Western Sydney franchises. It’s ‘good for the game’.

As a code, we cannot afford to sit on our hands and bask in the glow of the tremendous figures that our game seems to continually generate. We must, and will, seek new opportunities to grow our game.

dediCated PdmWe remain committed to the principle that all clubs should have a full time dedicated player development or welfare officer. Our game has become professional in all other areas and now is the time for all clubs to step up and commit to the off field development of their players. Just like you deserve to have an assistant coach, it is paramount that players have a dedicated impartial PDM to advance their off field progress. It is no coincidence that players developing off field, prosper on field.

COLLeCtiVe rePresentatiOnIndustrially, whilst we have moved closer to some of our major objectives, we are yet to achieve some of our longer term goals.

The lack of movement on free agency has been a source of frustration, considering the amount of research and our commitment to collaborate with the industry. Rest assured that the team lead by Matthew Finnis will reach a favourable outcome in the not to distant future. Free agency is about the principle and we will push this with the AFL in brokering a deal.

It is clear that 2010 will be an important year, as we enter the critical phase of collective bargaining negotiations.

CULtUraL CHangeAs a united group of professional athletes, we have again taken the lead on a number of social issues, including the respectful treatment of women, responsible use of alcohol and youth homelessness.

We have committed hearts and minds to a long term approach towards respect and responsibility towards women. Around 50% of our supporters are female, a claim not too many other professional sports can claim. This is something we really value.

We are also committed to driving an agenda of cultural change in our industry when it comes to the responsible use of alcohol.

President’s message

Joel Bowden – AFLPA President

We have shown again and again that we are prepared to tackle the hard issues, to look at ourselves and take corrective action.

However, remember in being leaders of change and setting the agenda, society and especially the media, will look less favourably on misdemeanours. Therefore all players are required to act and conduct themselves with the upmost care and dignity.

LadderThrough our partnership with the AFL Foundation we are helping to tackle youth homelessness. I’m pleased to say that what was once an idea, created while delivering soup in the CBD out of the back of a van, is now a functioning reality with ‘Ladder Hoddle Street’ (Melbourne) housing 12 young people. These young people are receiving specialised support and training including mentoring from AFL players and other male and female elite athletes. Of course, AFL players and clubs are in five states, so the Ladder initiative does have a national ambition. A Ladder site in Adelaide is currently under renovation and a number of other Ladder banner ideas are under consideration in the other three states in which AFL football is played.

Finally, I would like to formally recognise the work of my fellow members of the AFLPA Executive. Our Executive, Delegates and Alternate Delegates are crucial to the success of our Association and I thank them for their selflessness and commitment.

Joel BowdenAFLPA President

CEO

REp

OR

t

4 AFLPA ANNUAL REPORT 2008/2009

CEO R

EpOR

t

5AFLPA ANNUAL REPORT 2008/2009

NEW HORIZONSIn 2009 the AFLPA also accepted 8 new members into the association from the AFL’s 17th team – the Gold Coast Football Club. Whilst this new team has arrived on the football landscape relatively quickly, it has done so on the back of many years of development, from the AFL and AFL Queensland, and we congratulate all involved in this enterprise. The fact the AFL industry is creating nearly 100 new jobs for AFL players (and as many non-playing employment opportunities) at a time when the global economy has come under enormous pressure, says much about the strength of our game but also its collective commitment to grow the code and its peak competition. We look forward to working with the two new clubs to replicate and extend the programs and services offered to our growing membership.

The AFLPA has throughout 2009 continued its efforts to provide more flexibility within the AFL player labour market. Securing free agency rights for AFL players is a key objective for the AFLPA and our inability to achieve an outcome in this regard, by the end of 2009, was a significant source of frustration. Although the AFLPA’s advocacy has resulted in a heightened awareness of the issue, there is evidence to indicate a greater acceptance of the role which free agency will play amongst the industry, substantive reform is now required. The right of AFL players to secure and determine their own career path is required to bring the code into line with virtually all other professional team sports throughout the world.

EmbRaCINg DIvERSItyIn one sense, the membership profile of the AFLPA is quite narrow when it is considered that all current players are males aged between 18 and 34 years, living predominantly in capital cities, engaged in full-time employment and earning incomes which often significantly exceed annual earnings of average Australians. However this lens ignores the diversity of the AFL playing population, and one of the great strengths of our game – namely its capacity to draw and develop athletes from vastly diverse backgrounds.

The contest played out on the last day of September in 2009 between the two best teams of the season

in Geelong and St Kilda was symbolic of so many ingredients which combine to make our game one of the greatest sporting spectacles in the world.

The preparation, dedication, uncompromising endeavour and sheer professionalism of the 44 AFL players who took to the field that day set a highly visible benchmark for all 738 players to pursue ultimate team success in the form of an AFL premiership.

The physical clashes, the ‘gut running’, creative flair, courageous acts, single minded determination to force a contest, decision making under pressure – all characteristics of our game. But those who witnessed the pinnacle of the game in 2009 were left wondering whether these qualities had ever been executed to such a level before.

Tom Harley’s graciousness in victory and Nick Riewoldt’s honour in defeat reflected the calibre of leadership and values amongst the current playing custodians of our game.

The demands of the game on players have never been higher or more intense. The physical and mental training; preparation and recovery, skill development and

execution, tactical and strategic analysis and team dynamics are all highly challenging. That is, before we consider the demands to develop the game, the fans, the brand, the community and the player.

In this context, the role of the AFL Players’ Association (AFLPA) has perhaps never been more important. Owned by the players, governed by the players and operated for the benefit of future, current and past players, it has a clear charter to secure, develop and optimise economic, professional and personal development opportunities for its members.

Although the AFLPA is only 35 years old, and one of the youngest stakeholders of a game which recently celebrated its 150th birthday, it is at the centre of influence on just about every core component of this growing business. This means the AFLPA must continue to pursue a vigorous agenda of spirited leadership and representation.

tHE ROaD tO SuCCESSIn many ways, 2009 marked a year which combined realising goals across the 4 core pillars of our strategy while laying foundations to tackle significant short and long term challenges and opportunities.

After over 5 years of advocacy, negotiation and, ultimately, litigation, the AFLPA finally secured tax deductibility status for player agent fees following a unanimous judgment of the High Court of Australia in June 2009. The result is an important precedent for tax treatment of fees and expenses incurred by AFL players in the course of their employment and also benefits professional athletes in many other sports throughout Australia.

In a completely different field of endeavour, 2009 also marked the year in which Ladder (the AFLPA’s partnership program with AFL Foundation to tackle youth homelessness) opened its first facility in Hoddle Street, Collingwood. On the eve of the AFL finals series the lights were turned on in the 21 apartments as the first intake of homeless young people started to receive the benefit of the financial and personal support of AFL players. In August, Prime Minister Kevin Rudd described the work of AFL players, in tackling youth homelessness, as “a positive contribution in which Australia is shown at its best” – a description of which all players should be proud.

Matthew Finnis – Chief Executive Officer, AFL Players’ Association

CEO REpORt

CEO

REp

OR

t


CEO R

EpOR

t


respected advocate of player interests due to his committed involvement.

I would also like to acknowledge our President Joel Bowden whose leadership has been characterised by selfless and untiring advocacy on behalf of all players. Since assuming the presidency from Peter Bell in 2007, Joel has led the association and its young Executive team with integrity, professionalism and the necessary dedication required to balance a full-time playing career, young family, education and business interests and an increasingly demanding role as the elected head of a highly visible football stakeholder.

Joel has been a driving force behind the Ladder program and a vocal ambassador for increasing AFL and club support for player development and welfare services. His advocacy on controversial matters such as illicit drugs, free agency and CBA issues has often required Joel to provide a public face to unpopular positions – a responsibility he has never questioned and for which he leaves the game well respected.

To Brett Burton (Vice President) and the remaining Executive members, thank-you for your engagement, insights, support and work on behalf of all AFL players. Similarly, to our Delegates and Alternate Delegates who have the crucial role of representing, organising and communicating to their peers on all matters involving the AFLPA – your efforts are incredibly important to drive the collective agenda of your association.

The AFLPA is well supported by a number of advisory boards and individuals who give of their time freely to support the objectives and programs of the association. In particular, I wish to acknowledge Neil Hamilton as Chair of the AFLPA Advisory Board and Ray Wilson, Chair of the Player Retirement Account Advisory Board for their expertise and guidance.

We thank the team from our Premier Partner Medibank Private for their support throughout 2009 and also our Madden Medal Event Partner, AMP. Working in partnership, we have helped to deliver each other’s organisational objectives.

The level of professionalism and integrity displayed by both the AFL Commission and its management team has helped to ensure our game remains in a dominant position. Whilst we may disagree on some matters, the AFLPA values the healthy working relationship with the AFL and its staff.

The AFLPA staff have continued to work as a wonderful team in the delivery of the services and benefits provided for, and on behalf of our membership. In a period of change, our team continue to raise the bar in driving the strategy of the organisation and their tenacity, teamwork and dedication are incredibly valuable to the association.

Earlier this year 150 years of football milestones was celebrated when former player and talented film-maker Rob Dickson produced “The Essence of the Game.” Tragically Rob and his two sons were taken from us only days after this work was broadcast. Rob was not only a uniquely talented producer of films, but a great bloke. The AFLPA will miss him.

Finally, to the 738 current AFL players and 1530 former players who comprise the AFLPA membership, thank you for your participation and ongoing support. The AFLPA is your association. We exist to ensure AFL players optimise their careers and their lives.

Be involved, use your voice and make your mark.

Matthew FinnisChief Executive Officer AFL Players’ Association

In February 2009, the AFLPA conducted its fifth Indigenous Camp in Darwin– attended by a majority of the AFL’s 82 indigenous players. As an industry we have much to gain from taking time to listen to the life journey of players such as Adam Goodes, Andrew McLeod and Leon Davis. It is a great opportunity for new players to spend time with their heroes and benefit from the wisdom of their experience.

We are right to celebrate the role which football plays in the life of indigenous Australians (and vice versa) but we must also continue to challenge ourselves, our structures and support systems to ensure our industry continues to lead the way in fostering careers which are enduring and successful for young indigenous players.

Just as the football loving public embraced the remarkable journey of Liam Jurrah from Yuendumu to the MCG, the AFLPA celebrated the achievement of 7 young players who graduated from a year-long numeracy and literacy program. This program has seen them develop skills beyond football which will enable them to move forward with confidence into the next stage of their lives.

In the same week, we congratulated then 17 year old Sudanese born student Majak Daw on his acceptance of an AFLPA Mike Fitzpatrick Scholarship which supports prospective AFL players to balance schooling and sporting commitments. Subsequently drafted to the rookie list at North Melbourne FC, Majak represents the new guard of footballers being drawn from multicultural backgrounds which, if fostered correctly, can only make the game stronger.

aCkNOWlEDgmENtSIn 2009, the AFLPA farewelled Brendon Gale who concluded a 5 year tenure as CEO following his decision to return to his beloved Richmond Football Club. A former president of the AFLPA, Brendon’s contribution to the organisation has been immense and the AFLPA is a stronger and more

The work of our Executive, Delegates & Alternates in

representing the interests of fellow players is crucial.

Mis

sio

n s

tate

Men

t &

obj

ecti

ves

8 AFLPA ANNUAL REPORT 2008/2009 9AFLPA ANNUAL REPORT 2008/2009

Mission stateMent & objectives

Player DeveloPment

“Assisting players to realise

their potential through provision

of education and training

opportunities, and personal support.”

ColleCtive rePresentation

“Providing the highest standards

of collective representation of

our members.”

organisational exCellenCe

“A sustainable member led

organisation with the capacity

to deliver our mission, effectively,

efficiently and in accordance

with our values and strategy.”

The AFL Players’ Association is driven by a mission to: “Enhance the security and personal development opportunities

for past, present and future AFL footballers”

Community & CommuniCation

“Consistent, effective communication and engagement

with players, AFL industry

stakeholders and the community.”

Org

an

isat

iOn

al

ExcE

llEn

cE


Org

an

isatiOn

al Ex

cEllEncE


OrganisatiOnal ExcEllEncE

A change in leadership provides an organisation with the need and opportunity to reflect on its goals, check its compass bearings and renew a collective resolve to pursue success. This process involves engagement with the Executive, Delegates, AFLPA Management and key stakeholders to clearly identify the future objectives and how they will be pursued.

The AFLPA will continue to demonstrate an uncompromising commitment to achieve excellence and success which reflects the attributes and goals of our members; constituents comprising many of the highest performing, elite athletes in Australia.

OwnEd by thE playErs gOvErnEd by thE playErsThe role of the AFLPA Executive is to seek and act on feedback from members. Delegates and their Alternates play a crucial part in ensuring this process is successful.

This year has seen a systematic review of the process of electing and developing delegates to ensure a rigorous and healthy representative body. This will enable all players a forum from which to be able to express their views and keep abreast of outcomes.

In 2009, the annual AFLPA player survey was completed by 659 (91.5%) of AFL players across all 16 clubs. These results were presented at the Executive and Delegates’ conference in November. Strong levels of survey returns ensure the AFLPA receives a truly representative view on a broad range of issues across the national playing group.

dEvElOping Our pEOplE The increasing sophistication of the AFL industry continues to drive the need for a higher level of skill from the Executive and Delegate representatives.

In 2009, the AFLPA Executive committed to an innovative leadership and development program designed to enhance their capacity to govern the association and provide strong leadership on behalf of all AFL players.

The program will strengthen the Executive’s governance and management skill, and its ability to deliberate on issues affecting the game.

Built on the principles of leadership and governance, integrity, navigation and enterprise, the program is the first step in pursuing shared leadership. The program will include mentoring from successful business professionals drawn from a range of industries.

During 2010 additional initiatives will be introduced for AFLPA Delegates and future leaders as active engagement continues to be fostered in the areas of advocacy and policy making.

cultural lEadErshipAcross Australia, the AFL has led sporting codes in addressing cultural issues which have been reflected in the broader community, e.g. in the area of responsible use of alcohol and the integral role women play in our game.

In 2009, 16 clubs have started to work towards addressing the issues caused by alcohol in our game, including the resulting occasional harmful behaviour and negative stereotyping, by the commitment to an industry wide Responsible Use of Alcohol Policy. We are committed to this and value the opportunity to lead the industry wide steering committee on this issue.

In 2010, we will see 12 major projects around alcohol, including research and knowledge transfer, improvement of industry communication, capacity of clubs to enact cultural change, enhancing awareness and migrating the work being done at the elite level to community football.

Players will continue to input, shape and determine the central goals of well-being, health and performance. This leadership is innovative and courageous.Our job at the AFLPA

is to assist players in every way possible to maximise

their involvement and to provide opportunities for their playing careers

and beyond.

Our goal is for the AFLPA to reflect the shared

leadership of every player, building upon past gains to

achieve new milestones.

“A sustainable member led organisation with the capacity to deliver our mission effectively, efficiently

and in accordance with our values and strategy.”

Diverse in background but prepared to combine experiences and strengths to pursue a shared goal.

Org

an

isat

iOn

al

ExcE

llEn

cE


Org

an

isatiOn

al Ex

cEllEncE


Luke

Po

wer

BE INVOLVED. USE YOUR VOICE. MAKE YOUR MARK

All members representing their peers are thanked for their valued contributions during 2009.

2009 aFlpa ExEcutivE 2009 aFlpa dElEgatEs & altErnatEs

Joel

Bo

wd

en –

P

resi

den

t

Bre

tt B

urt

on

–

Vic

e P

resi

den

tTo

m H

arle

y

Ad

am G

oo

des

Nic

k M

axw

ell

Ash

ley

Han

sen

Luke

Bal

l

Sim

on

Mad

den

Ro

ber

t Mu

rph

y

Mat

thew

Fin

nis

Ben

Ru

tten

Bra

d M

ora

n

Jon

ath

an B

row

n

Tro

y Se

lwo

od

Bra

d F

ish

er

Jim

my

Bar

tel

Joel

Sel

wo

od

Cam

ero

n B

ruce

Mat

thew

War

nock

Dre

w P

etri

e

Dan

iel H

arri

s

Tro

y C

hap

lin

Shau

n B

urg

oyn

e

Jaso

n B

lake

Mat

thew

Mag

uire

Sim

on

Tay

lor

Jare

d C

rou

ch

Jud

e B

olt

on

Dan

iel G

ians

irac

usa

Will

Min

son

Jaso

n W

ind

erlic

h

Bra

d S

ewel

l

Dan

iel J

acks

on

Ad

am P

atti

son

Ad

am S

elw

oo

d

Bre

tt J

on

es

Nat

han

Bro

wn

Mat

thew

Pav

lich

Dan

iel G

ilmo

re

Bre

nt S

tan

ton

Jo

rdan

Ban

nis

ter

Tark

yn L

ock

yer

Org

an

isat

iOn

al

ExcE

llEn

cE


Org

an

isatiOn

al Ex

cEllEncE


EducatiOn and training ExcEllEncE awardPresented by Open Universities Australia

Max Hudghton

rObErt rOsE award FOr MOst cOuragEOus playErPresented by AMP

Joel Selwood

bEst captainPresented by Red Bull

Jonathan Brown

bEst First yEar playErPresented by Select Cards

Daniel Rich

rEcOgnising ExcEllEncEGary Ablett 688Dane Swan 584Chris Judd 546Nick Riewoldt 343Joel Selwood 285

Receiving the Leigh Matthews Trophy for a record third year in a row, Gary Ablett’s selection by his peers as the competitions Most Valuable Player capped an outstanding 2009 season. Recognising versatility, skill, leadership, respect for teammates and the opposition and the ability to play under pressure, the AFLPA MVP is one of footballs most sought after awards. Gary Ablett is the only player to win the award three times, with Greg Williams, Wayne Carey and Michael Voss winning the prestigious award twice.

“It is very humbling to win this award and to receive it three years in a row is a tremendous honour. The respect

that the player’s have for this award is enormous and as the only player voted awards it is one of the highest

honours you can ever receive in this game.”

lEigh MatthEws trOphy FOr MOst valuablE playEr

Coll

eCti

ve

Rep

Res

enta

tio

n


ColleCtiv

e RepR

esentatio

n


ColleCtive BaRGaininG FRee aGenCY The AFLPA served a comprehensive submission titled “The case for a more flexible AFL Player labour market” on the AFL in July 2007 for consideration and discussion within the Player Movement Working Party established under the Collective Bargaining Agreement 2007 – 2011 (CBA).

There have been lengthy negotiations at the Working Party level regarding the arrangements for the introduction of free agency.

Whilst there is ‘in principle’ agreement on the introduction of free agency between the AFL and the AFLPA, there has been, and continues to be, a great deal of frustration within the ranks of the AFLPA on the delays to achieve a reasonable and lasting resolution on the terms.

Key items of contention: The years a player has been in

the industry on the primary list of a club;

Treatment of Independent financial agreements;

Compensation for Clubs for the departure of a free agent; and

Veterans’ Allowance.

The AFLPA is committed to achieving a resolution to allow a player to have greater control over his playing career.

CBa Mid teRM ReviewAfter a number of discussions, over a lengthy period of time, the CBA Mid term Review has resulted in a small number of agreed items and a much larger number of matters unresolved.

The matters agreed include: The apportion of income earned

under the Standard Playing Contract for personal services and exploitation of a players’ image rights;

The limited disclosure of player health information:

on a de-identified basis for injury and other related purposes;

of a general nature for injuries sustained in training or playing; and

to the media. Consistent method of reporting AFL

and AFL club appearances; Players who are in their second year

on a club’s Primary List, after being a Rookie, shall be paid a minimum of the third round draft choice, second year rate;

Improvements in ticketing and parking arrangements for players.

Some of the unresolved matters are: Tools of trade categories

and protection; Injury payment arrangements; Limiting the flexibility on taking

annual leave to those options set out in the CBA; and

AFL Clubs to designate a fixed day off.

Matters not resolved in the Mid Term Review will be addressed in the AFLPA claims for the next CBA negotiations. plaYeR aGent aCCReditationIn 2009 the AFLPA continued to strengthen the accreditation and induction process for new agents to ensure those entering the industry demonstrate a minimum understanding of the regulatory environment of the AFL and have the appropriate skills and expertise to represent the best interests of their client(s). During this period the AFLPA granted accreditation to 11 new agents, bringing the total number of Accredited Agents to 56.

The 2009 Accredited Agents Conference was held at the new AFL facility in Blacktown, Western Sydney. This event included an induction session for the newly accredited agents along with an industry update for those continuing their accreditation.

ColleCtive RepResentation

“Providing the highest standards of collective representation of our members”

Coll

eCti

ve

Rep

Res

enta

tio

n


ColleCtiv

e RepR

esentatio

n


However, the ATO previously denied a deduction for Player Agent Fees for costs incurred in obtaining a new Playing Contract with a new club.

The HCA decision was the result of dedicated hard work and support of the AFLPA, the Australian Athletes’ Alliance, the legal team and our advisers in pursuing Test Case funding and the Test Case through to the High Court.

Subsequently, the AFLPA as part of the Australian Athletes’ Alliance has approached the ATO to seek agreement on the proper taxation treatment of all players within the AFL on a range of deductions that would now fall within the principles enunciated in the HCA decision.

Such items of expenditure include costs associated with maintaining the player’s physical fitness, travelling and clothing costs, financial and professional advice and private health cover.

Further work with the ATO will be required to obtain a sensible approach across the professional sports industry.

The Age 19 June, 2009

The HCA decision was made following presentation of the AFLPA sponsored Test Case before the HCA, featuring former AFL player David Spriggs.

The HCA ruled that Spriggs could claim a tax deduction for the Player Agent Fees incurred when negotiating for a new Playing Contract when he changed clubs.

The decision effectively cleared the way for a player to obtain a tax deduction for Player Agent Fees paid when negotiating a new Playing Contract when the player changed clubs.

Prior to the HCA decision, only Player Agent Fees for negotiating an extension to an existing Playing Contract were tax deductible.

Further, Player Agent Fees incurred for securing sponsorship, endorsements and appearances were also tax deductible.

CYBeRsaFetYIn the area of cyberspace and electronic media, the AFLPA has continued to be active in protecting the domain names of players where third parties have sought to register a player’s domain name. Also, the creation of unauthorised (fake) websites in the name of AFL players continues to be a major and recurring problem. The AFLPA has achieved some success in having such unauthorised sites removed from Facebook and Myspace and is exploring its options in relation to these matters.

taxation oF plaYeRsOn 18 June 2009, after more than 4 years of prosecuting the case on behalf of our members, the High Court of Australia (HCA) determined that Player Agent Fees for negotiating a new Playing Contract, when a player changes club are tax deductible.

The AFLPA Agent Accreditation Advisory Board is responsible for monitoring the performance of the accreditation program and dealing with any disciplinary issues or grievances that may arise involving accredited agents.

what does it take to BeCoMe and aFlpa aCCRedited aGent?

Complete an application form

Provide evidence of Professional Indemnity Insurance

Obtain a National Police Record Check

Sit an AFLPA Accredited Agent Exam

Pay accreditation fees

Attend the AFLPA Agent Accreditation Induction Day or undertake an approved Athlete

Management Course

adviCe, GRievanCes & leGal RepResentationThe AFLPA through its staff has continued to assist players and their agents in a range of matters, including:

Attempts to terminate players contracts;

Alleged misrepresentations as to the earning capacity of players under performance based contracts;

Penalties imposed on players under the Code of Conduct;

Injury payment entitlements for final year injury and/or matches missed through injury; and

Assisting in settling Deeds of Releases proposed by AFL Clubs in respect of CBA injury payment entitlements.

The AFLPA has also assisted its members to pursue and prosecute claims, including payments for loss of non football earnings and preseason training payments for recently delisted players.

The AFLPA’s “3 E” approach to the online world provides a framework that recognises both the threats and opportunities that cyberspace provides.

Ref: 53029896Copyright Agency Limited (CAL) licenced copy

AgeFriday 19/06/2009Page: 9Section: General NewsRegion: Melbourne, AUCirculation: 197600Type: Capital City DailySize: 117.19 sq.cms.

AUS: 1300 1 SLICE NZ: 0800 1 SLICE [email protected]

press clip

eduCationEducate players on the opportunities

and threats

enGaGeMentReach out to the fans

enFoRCeMentVigorously protect AFL player’s online rights

Coll

eCti

ve

Rep

Res

enta

tio

n

20

ColleCtiv

e RepR

esentatio

n


plaYeR liCensinG RoYaltiesInterest in player product has again bucked the global economic trend in 2009 with a 36% increase in reported royalties.

Royalties exceeded $1.5 million for the first time totalling $1,702,621.27.

Royalties have increased 75% since 2007.

plaYeR iMaGe liCensinGTotal licensing payments

In 2010 the AFLPA, players, the AFL, Licensees and other AFL stakeholders will continue working towards increasing player licensed product’s quality, selection, access and revenues. A major intention for 2010 will be to promote player product more through retailers and other means as well as educating consumers interested in player product, in particular memorabilia, of the benefits of purchasing Official and Authentic AFL licensed player product.

plaYeR iMaGe liCensinG & MaRketinG

$1,700,000

$1,360,000

$1,020,000

$680,000

$340,000

2006 2007 2008 2009

$2,500

$2,000

$1,500

$1,000

$500

2006 2007 2008 2009

Average licensing payment per player

aFl.CoM.au – Multi Media Changes to the Multi Media program in 2009 saw less participation of individual players on Telstra BigPond Sports programs during the season, with two weekly programs produced compared to four in 2008. There was greater focus on individual player ambassadors who undertook a range of multi media appearances and contributions across 15 clubs.

The program paid approximately $240,000 to players for their contributions.

In 2010 the multi media program will be developed further, with more players involved, more diverse contribution/ participation, and greater focus on maximising the many social media resources available.

plaYeR iMaGe/MaRketinGMarketing/promotional requests for player’s images and appearances through the AFLPA were steady in 2009. A cross section of organisations used players to promote product through television commercials, radio commercials, print ads, publications and player appearances.

Major use was by Telstra to promote their Station Domination program, using a range of player’s images and player appearances in what was an effective multi layered campaign.

As always requests for player’s images or player appearances to be used free of charge for not for profit organisations or charities was consistent across the year, with most requests accepted or fulfilled by players.

2009 approvals co-ordinated through the AFLPA totalled approximately $150,000.

Coll

eCti

ve

Rep

Res

enta

tio

n


ColleCtiv

e RepR

esentatio

n


ReCoGnisinG exCellenCeMichael O’Loughlin 18 votesTom Harley 13 votesMatthew Richardson 10 votes

After a stellar career on and off the field, Michael O’Loughlin is a deserving winner of the 2009 Madden Medal. Previously received by Glenn Archer and Robert Harvey, the Madden Medal is awarded to the player who best displays outstanding on-field football achievements, a high level of off-field football achievements, a display of great personal growth over their career and involvement in community and charity endeavours. Making his debut in 1995, Michael’s freakish combination of speed, skill and strength made him a very difficult match up throughout his 15 season career with the Swans.

The proud Narangga / Kaurna man is a leader amongst the AFL’s indigenous players, whose advocacy in the areas of health, children’s welfare and indigenous reconciliation issues is well respected.

peRsonal developMent awaRd Presented by Open Universities Australia

Joel Bowden

the FootBall aChieveMent awaRd Presented by GNC Live Well

Matthew Lloyd

the Madden Medal

CoMMunitY spiRit awaRd Presented by Steel BlueMichael O’Loughlin

PLAY

ER D

EVEL

OPM

ENT


PLAYER

DEVELO

PMEN

T


What does Player Development mean to the AFLPA?The AFLPA’s Player Development program exists to build the decision making, resilience and communication skills of the young men entering our game. This helps enable them to maximise the opportunities presented to them during their professional sporting careers, but also for when the inevitable comes and they transition into the wider community.

The education and support available to the players involves more than just lecture style, rules based offerings. It is not simply about ticking boxes, it is a genuine commitment to supporting AFL players to grow and develop as people while managing the brutally honest landscape that is the AFL industry. If we as an industry have done our job, AFL players can expect to look back on their time in the AFL as having been exposed to one of the best learning and development environments of their career.

The following is a summary of how AFL players are supported and developed during their careers and how service offering differ depending on the phase of the player’s career.

PLAYER DEVELOPMENT

“Assisting players to realise their potential through provision of education and training opportunities, and personal support.”

SuPPORT AVAiLAbLE

iNDuCTiON CAMP

LiTERACY & NuMERACY TESTiNG

FOOTbALL APPRENTiCESHiP

NExT GOAL PROGRAM COMPuTER GRANTS

ASSESSING THE BASEThe AFLPA literacy & numeracy testing and career skills program assesses the literacy & numeracy

levels of all draftees entering the AFL system.

PRACTICAL SKILLS TO SUCCEEDPlayers participating in the

Apprenticeship program receive practical career and life skills. This

program is conducted in collaboration with Leading Teams, Victoria University,

club PDMs and the AFLPA.

The co - AFLPA and AFL Sports Ready initiative enhances the post AFL career

employment opportunities of

players by providing practical work

experience during their AFL career.

OUTCOmES44 AFL players

undertook a 10 or 30 day

work placement in 2009.

Grants are available for funding towards

study for TAFE certificates, diplomas,

professional qualifications, undergraduate degrees, post

graduate degrees and masters study.

OUTCOmES262 AFL players took on the challenge of combing study with

full time football.

Grants are available for the

cost of purchasing a computer.

OUTCOmES109 players

received funding towards the purchase of a computer.

The top three reasons players

sought advice was: career counselling,

education advice and job skills assistance.

OUTCOmESThe AFLPA’s

national network of career consultants

conducted 673 sessions with 290 AFL

players in 2009.

An initiative of the AFLPA and AFL

Sports Ready, the Sporting Skills Trade

Apprenticeship scheme (SSTAS)

provides a pathway for AFL players to

commence in a trade.

OUTCOmESThe SSTAS assisted

33 AFL players in 2009 to begin training in a trade

including electrical, building, carpentry and landscaping.

The top three reasons AFL players

sought advice: relationships, anxiety/

depression and alcohol.

OUTCOmESThroughout 2009,

the AFLPA’s national network of

psychologists conducted 209 private and

confidential sessions with AFL players.

OUTCOmEIn 2009, 127 new players &

rookies, entering the AFL system, attended the camp.

ACTING ON WHAT WE KNOW Of the 221 players and rookies

(including the Gold Coast FC and

AFL-AIS Academy squads) tested, ongoing support was provided to

22% of these players.

PIECES OF PAPER mATTER100 1st year players took part in

the Football Apprenticeship program with 90% of participants obtaining

a nationally recognised Certificate III in Sport.

INTRODUCING PLAYERS TO THE PROFESSIONAL ENVIRONmENT

Focusing on the key skills of resilience, decision making and communication,

the induction camp is a player’s first step in preparing for life as a

professional AFL footballer.

EDuCATiON & TRAiNiNG GRANTS

CAREER ADViCE & SuPPORT

PSYCHOLOGY SERViCES

SPORTiNG SkiLLS TRADE APPRENTiCESHiPS

AWARENESS PHASE; 1 – 3 YEAR PLAYERS

Induction Camp Football Apprenticeship Career Advice & Support

Literacy & Numeracy Testing Education & Training Grants

Next Goal ProgramWorkshops

Computer Grants

DEVELOPMENT PHASE; 4 – 6 YEAR PLAYERS

Education & Training GrantsNext Goal Program

Career & Support AdviceSporting Skills Trade Apprenticeship Program

WorkshopsFinancial Education

ACTiON PHASE; 7 + YEAR PLAYERS

Career & Support AdviceNext Goal Program

Education & Training Grants

Sporting Skills Trade Apprenticeship Program

PLAY

ER D

EVEL

OPM

ENT

26

PLAYER

DEVELO

PMEN

T

27

GuiDE TO THE AFL FOR iNDiGENOuS ROOkiES AND PLAYERSThroughout the 2009 AFL season, a group of young Melbourne based Indigenous AFL players met on a weekly basis at the AFLPA’s Albert Park offices.

Feedback received from the bi-annual Indigenous Camp that a place to meet would be useful to assist indigenous players to get together and share experiences of their life as AFL players, has for some time been facilitated by the AFLPA.

These weekly gatherings have provided the young men from diverse backgrounds across Australia with a great opportunity to connect and support each other in a friendly and informal environment.

This year the group decided to produce a guide which built on their own first hand experience to assist new indigenous rookies and players entering the game.

And as the Paul Kelly and Kev Carmody song famously says, “From little things big things grow.”

With help from RMIT University and the AFLPA player development staff, throughout 2009 the young men involved in the weekly catch up created and produced a guide for Indigenous players entering the AFL.

Consisting of a range of stories, experiences and practical tips for making the most of their opportunities in the AFL, the guide was presented to Indigenous draftees at the 2010 AFLPA Induction Camp.

RETiRED AND DELiSTED PLAYERS The transition out of the AFL system is a crucial time for AFL players. Whilst much of the work preparing for a player’s exit is undertaken throughout their time as an AFL player, the period post retirement or delistment remains vital to their smooth transition to life after football.

Upon the completion of each season, all players leaving the game have the opportunity to undertake an exit interview with the AFLPA’s Transition Services Manager to enable a smooth departure from the game. The topics covered in this meeting include injury management, career, education, vocational and work placement assistance, superannuation and retirement fund information.

At the end of the 2009 season, although a total of 145 players had either retired or were delisted, through the National, Pre-season and Rookie drafts, 24 players were re-signed.

The final figure for players exiting the AFL system in 2009 either through retirement or delistment was 121. The breakdown of these 121 players was 39 players retired, 43 were delisted from the primary list and 39 were delisted from the rookie list.

MAx HuDGHTONHaving retired from AFL football at the completion of the 2009 season, Max Hudghton looks towards his future with confidence.

Throughout his 13 year AFL career with St Kilda, Max has initiated significant steps to maximise his opportunities so that when the inevitable came and his AFL career ended, he was best prepared to transition into the next stage of his career and life.

Completing a range of AFLPA supported on the job and class room based formal training in building and business management throughout his football career, Max leaves the game with a well developed and considered pathway towards a long and satisfying career in the building industry.

Max’s efforts were recognised by his peers when in 2009 he was named recipient of the AFLPA’s Education and Training Excellence award.

Operating his own building and construction company, Maxton Constructions, since 2002, Max can take the next stage in his life trusting that he has made the most of the off field opportunities available to him.

2009 iNDiGENOuS CAMPThe AFL Players’ Association Indigenous camp celebrates the high numbers of Indigenous players within the AFL and their unique and unmistakable contribution to the game. The fifth bi-annual camp, held in Darwin in February 2009, was attended by 60 Indigenous AFL players. The camp plays a key role in providing a support structure within the AFL environment that is inclusive and accessible to Indigenous players.

Covering areas such as leadership and understanding culture, the camp culminated at the weeks end in the Indigenous all-stars game against the Adelaide Crows.

A Guide to the AFL FOR IndIgenOus ROOkIes & PlayeRs

aFl PlayeRs’ assOcIatIOnSports house, Level 2, 375 Albert Road Albert Park ViC 3206tel 03 9926 1344 Fax 03 9926 1350

email [email protected] Website www.aflpa.com.au

Written & Produced by young 2009 indigenous PlayersSupported by the AFL Players’ Association

2157 AFLPA - Indigenous Players Guide [Cover] 2.0.indd 1

22/09/09 10:51 AM

PLAY

ER D

EVEL

OPM

ENT

28

PLAYER

DEVELO

PMEN

T


iNVESTiNG iN POTENTiAL YOuNG AFL FOOTbALLERSWhilst the AFLPA membership is made up of current and past players, the AFLPA also invests in the education and support of young footballers who display the potential to make the grade at AFL.

The AFLPA funds the Mike Fitzpatrick Scholarships which encourage young AFL footballers to meet their educational commitments while aspiring to an AFL career.

Below are the 2009 mike Fitzpatrick Scholarships holders: Nicholas Collins Belconnen Magpies / ACT AFLJade Neade West Alice Springs FC / AFL NTAaron Laskey Noosa Tigers / AFL QueenslandLuke Wilson Port Adelaide Magpies FCSam Darley North Hobart FC / AFL TasmaniaMajak Daw Wyndamvale FC / Western Jets FCDyson Heppell Leongatha FC / Gippsland Power FCJed Lamb Yarram FC / Gippsland Power FZack May Donald FC / Bendigo Pioneers FCWilbur Pomorin Sth Warnambool FC / Nth Ballarat RebelsWilliam Hoskin-Elliot Nth Sunshine FC / Western Jets FC

PDM ROLE CRuCiALA continued recognition of the important role played by Player Development Managers (PDM’s) at AFL clubs in 2009 indicates positive progress. Clubs investing in a full time PDM role, have recognised the on field benefits available to them by taking a more holistic approach to their players wellbeing.

The AFLPA has continued to invest in the professional development of AFL club PDM’s with 14 PDM’s completing another two units in what is to be an accredited post graduate course, the only one of its kind. The units completed this year included Social, Legal and Ethical Issues in Sport and Career Counselling for Elite Athletes.

MAjAk DAW 2009 AFLPA Mike Fitzpatrick scholarship holder

For AFLPA Mike Fitzpatrick scholarship recipient Majak Daw and his family, being awarded the prestigious bursary was great honour.

Majak and his family fled their homeland, Sudan in 2000, spending three years in Egypt before finally migrating to Australia to secure a new life of opportunity.

First picking up a football at 14, Majak’s determination to learn and achieve was amply displayed as he worked his way up through the junior ranks.

A quick learner with outstanding athleticism, Majak quickly gained the eye of junior football experts with a highlights tape of his playing exploits becoming a You Tube must see for football fans.

One of nine siblings, the former Western Jet’s story continues on its upward trajectory after being recently selected onto the rookie list for North Melbourne.

A strong role model within the African / Australian community, Majak’s positive attitude and thirst to take on new opportunities is a demonstration of the qualities which make him a worthy recipient.

Since 2001, over $450,000 has been distributed to 99 young players thanks to the AFLPA’s Mike Fitzpatrick Scholarship.

These scholarships have helped turn the AFL dreams of junior players into reality by providing funding towards aspiring AFL players academic and sporting efforts.

Com

mu

nit

y &

Co

mm

un

iCat

ion


Com

mu

nity

& Co

mm

un

iCation


“Consistent, effective communication and engagement with players, AFL industry stakeholders and the community.”

Community & CommuniCation

making a differenCeIn the ever changing game of AFL football, players find themselves at the forefront of commercial expansion, growth of the game, community investment and social leadership. AFL players continue to make an incredible contribution to the history, the traditions and the exciting future for our sport.

SoCial leaderShipProfessional athletes are offered many opportunities to get involved in their communities or to add weight to deserving social causes through their profiles and visibility.

During 2009 AFL players have worked to identify what social leadership means to them and how this should be expressed. The Ladder Project for Youth Homelessness and the Just Think campaign are great examples of this; the power of collective effort to affect change.

JuSt think Prime Minister Kevin Rudd Remarks at the AFL Players’ Association ‘Just Think’ launch Melbourne Cricket Ground

highlighted eXCerptS from pm’S SpeeCh“Thanks very much to Matt Finnis, CEO of the AFL Players’ Association, Kate Ellis the Minister for Sport, Sam Mitchell the Captain of Hawthorn, Jason McCartney, Johno Chase from Step Back Think, Daniel Jackson from Richmond - and friends one and all of the AFL, for what is an important cause for the country, which is how do we deal with this problem on our streets, because it affects too many people we know and love.”

“This Just Think campaign brings the community leadership of the AFL Players’ Association and the AFL captains to engage the whole community in talking about city violence and to encourage those

who are out enjoying a drink, including young people, to take responsibility for their actions.”

“And the “Just Think” campaign, led by the AFL Player’s Association, is the type of initiative of which this Government is proud. Can I also say it’s fantastic that you as professional footballers are getting behind this. So many young people look up to you, you know that. Therefore establishing an Australian view that it’s fine to go out and have fun, it’s great to go out and have a party with your friends, it’s fine to go out and have a drink, so long as you know where to draw the line, and so long as you know what the consequences are when you don’t draw the line and that’s what this campaign, Just Think, is all about.”

+

+

FB

12

3C

MY

KD

HS

28-AU

G-2009

PAG

E1S

EC

ON

D

28AU

G

SE

CO

ND

AFL CAPTAINS TAKE A STAND AGAINST STREET VIOLENCE

Herald Sun heraldsun.com.au

CHRISJUDD

MATTHEW LLOYD

NICKMAXWELL

JONATHAN BROWN

NICKRIEWOLDT

SAMMITCHELL

BRADJOHNSON

SIMONGOODWIN

MADNESSMUST STOP I WON’T BE SKINNYMODELTELLS IDOL BRICKIE

WOWS FANS PAGE 13

PAGE 3E 3

FRIDAY, AUGUST 28, 2009 CITY: SHOWER OR TWO. MAX: 19. PAGE 74 $1.10*(Incl. GST)

THE captains of the nine teams vyingfor the AFL finals have united in a TVcampaign pleading for an end tobooze-fuelled street violence.

Spearheaded by Geelong skipper TomHarley (above), the Just Think campaign

urges fans to drink responsibly andsafely. ‘‘We know we are not going tototally remove it (the alcohol-violenceproblem) but with more exposure duringthe finals, we are calling on all people tosupport it,’’ Harley said yesterday.

The bashing of police sergeant BrettWard was among the catalysts for thefooty skippers to act. Collingwoodcaptain Nick Maxwell said he hopedusing their profiles would proveeffective against street violence.

‘‘There is so much violence and somuch stuff that just shouldn’t behappening,’’ he said. ‘‘The best thing forus is to do what we can — use our profileto educate and prevent these things.’’

Add your voice, Pages 10-11

JuSt think CampaignThe local success of the ‘Just Think’ anti alcohol fuelled violence campaign, initiated by Geelong players Tom Harley, David Wojcinski and James Kelly was extended to a national level when all eight AFL captains, featured in the 2009 finals series, became involved.

When called upon, Nick Riewodlt, Nick Maxwell, Brad Johnson, Simon Goodwin, Jonathan Brown, Chris Judd and Matthew Lloyd all leapt at the chance to join Tom Harley in the important campaign.

Launched by Prime Minster Kevin Rudd, Federal Sports Minister Kate Ellis, Hawthorn Captain Sam Mitchell, Richmond AFLPA club delegate Daniel Jackson, North Melbourne’s Andrew Swallow, Ben Warren and Ed Lower and AFLPA CEO Matthew Finnis, the Just Think message demonstrated the power of AFL players to be heard on important social issues.

Com

mu

nit

y &

Co

mm

un

iCat

ion


Com

mu

nity

& Co

mm

un

iCation


eventSThe AFLPA events held throughout the year and in particular the Most Valuable Player awards are terrific vehicles to help promote the on and off field work of AFL players.

Working with key media stakeholders, the AFLPA’s premier event received excellent exposure resulting in a marked increase in attendance, stature and coverage.

This includes a 40% increase in viewers of the event via event broadcast partner FoxSports.

Recognising the achievements of players leaving the game, the increased media coverage from the Madden Medal allowed us to further promote the core idea that all AFL players share profession and are part of an alumnus.

afl player SurveyMelbourne’s Herald Sun once again published the annual AFL player survey spawning further stories on the collective views of the AFL playing profession in News Limited publications across Australia, – a combined readership of over four million.

‘playerS inC’The AFLPA continued its regular weekly radio program ‘Players Inc’, broadcast on Melbourne radio station 1116 SEN. ‘Players Inc’ provides a weekly vehicle for the general public to connect with AFL players and better understand the work of the AFLPA.

+

+

FB

12

3C

MY

KD

HS

8-SEP-2009PA

GE1

SE

CO

ND

8SE

P

POLLIERORTS CRACK DOWN

THE EXCELLENT MR BURNS TODAY

heraldsun.com.auHerald Sun SEE

PAGE 2

FOR FULL

DETAILS

*Available with the purchase of your newspaper in Victoria and Riverina only. While stocks last. Stick’em & newspaper from $3.10

ABLETT’S CAT-TRICKGeelong star Gary Ablett won a kiss from girlfriend Lauren Phillips after landing his third straight AFL Players’ Association Most Valuable Player

award last night. WAGS FASHION SPECIAL: PAGE 9

PAGE 3

SEE

SIMPSONS STICK’EMS – 16 TO COLLECT

PAGE 4

PAAGE 3OH BABY! CUP COUP FOR LIVINIA PAGE 4

FEV UP TO HIS OLD TRICKS

Picture: TIM CARRAFA

TUESDAY, SEPTEMBER 8, 2009 CITY: A FEW SHOWERS. MAX: 15. PAGE 70 $1.10*(Incl. GST)

Steve Lewis and Ben PackhamFEDERAL MPs will be stripped ofgenerous printing and otherentitlements as part of a Rudd Gov-ernment blueprint to end electioneer-ing rorts.

In a push to restore public confidence,the Government will today announceplans to slash the $100,000-a-year print-ing allowance. Politicians also will bebanned from using their generous pay-ments to print how-to-vote cards and

other election campaign material. Thecrackdown comes as a report by theAuditor-General is expected to revealwidespread rorting of the $300 millionparliamentary entitlements scheme.

Corporate fat cats also face a crack-down on ‘‘golden handshake’’ payouts.

Continued Page 4

+

+

FB

12

3C

MY

KD

HS

8-SEP-2009PA

GE 1

SE

CO

ND

8SE

P

POLLIERORTS CRACK DOWN

THE EXCELLENT

MR BURNS TODAY

heraldsun.com.au

Herald Sun SEE

PAGE 2

FOR FULL

DETAILS

*Available with the purchase of your newspaper in Victoria and Riverina only. While stocks last. Stick’em & newspaper from $3.10

ABLETT’S CAT-TRICK

Geelong star Gary Ablett won a kiss from girlfriend Lauren Phillips after

landing his third straight AFL Players’ Association Most Valuable Player

award last night. WAGS FASHION SPECIAL: PAGE 9

PAGE 3

SEE

SIMPSONS STICK’EMS – 16 TO COLLECT

PAGE 4PAAGE 3

OH BABY! CUP

COUP FOR LIVINIAPAGE 4FEV UP TO HIS

OLD TRICKS

Picture: TIM CARRAFA

TUESDAY, SEPTEMBER 8, 2009

CITY: A FEW SHOWERS. MAX: 15. PAGE 70 $1.10*(Incl. GST)

Steve Lewis and Ben Packham

FEDERAL MPs will be stripped of

generous printing and other

entitlements as part of a Rudd Gov-

ernment blueprint to end electioneer-

ing rorts.

In a push to restore public confidence,

the Government will today announce

plans to slash the $100,000-a-year print-

ing allowance. Politicians also will be

banned from using their generous pay-

ments to print how-to-vote cards and

other election campaign material. The

crackdown comes as a report by the

Auditor-General is expected to reveal

widespread rorting of the $300 million

parliamentary entitlements scheme.

Corporate fat cats also face a crack-

down on ‘‘golden handshake’’ payouts.

Continued Page 4

CommuniCation Charged with protecting and enhancing the image and reputation of AFL players, the AFLPA uses a number of vehicles to engage the football industry and public.

informWith a focus on the issues of importance to players, present and past Inform has featured a diverse range of stories.

The official publication of the AFLPA, Inform is now distributed to over 3,000 current and former AFL players, and other key AFL stakeholders.

SoCial mediaThe AFLPA has entered a new phase of engagement with its members and the broader football public by developing a presence across a range of social media spaces, including:

Twitter www.twitter.com/AFLPAToday

You Tube www.youtube.com/AFLPA

Flickr www.flickr.com/AFLPA Facebook

www.facebook.com/AFLPA AFLPA blog

www.aflpablog.com.au

As a way of increasing our ability to communicate with fans and players, we are committed to promoting and developing such two way conversations, by using these powerful social media tools.

By carving out a space in this ever evolving field, we are helping ensure AFL players are in the best position to ‘own’ and further leverage the opportunities provided by their hard earned position within the community.

Presented by Kelly Hazel Quill Lawyers.

Emma Quayle – Grant HattamAge journalist Emma Quayle, an expert when it comes to young players, was a most deserving recipient of the 2009 AFLPA Grant Hattam Trophy for Excellence in Football Journalism.

Emma’s story, “A street named desire” told the tale of three great mates, Nic Naitanui, Chris Yarran and Michael Waters, who grew up together in the same suburban Perth street, while sharing the challenges and triumphs.

Crafted with great care, Quayle’s piece was an example of honest and evocative reporting.

grant hattam trophy for eXCellenCe in football JournaliSm

Com

mu

nit

y &

Co

mm

un

iCat

ion


Com

mu

nity

& Co

mm

un

iCation


L adder is a joint initiative of the AFLPA and the AFL Foundation and was created

to tackle the issue of youth homelessness. The initiative offers young people with histories of homelessness a living environment that integrates accommodation, social and emotional support and training opportunities that aim to make a lasting impact on their lives.

AFL players and elite athletes are involved in many aspects of Ladder, most importantly volunteering their time to play key mentoring roles for the young people in the program.

In 2009, Ladder reached a number of milestones including the launch of its Melbourne project, Ladder Hoddle Street.

In partnership with the Victorian Government (Department of Human Services), Melbourne

Citymission and Yarra Community Housing, Ladder Hoddle Street welcomed 12 young people who are now housed in self-contained apartments and taking part in a mentoring program delivered by specially trained AFL players and elite female athletes. Four dedicated staff members have also been employed.

Major inroads were also made with Ladder St Vincent Street (South Australia).

The partnership with the South Australian Government (Department of Families And Communities) and the Australian Government (FAHCSIA) received final building approvals, meaning construction of the building that will house 23 disadvantaged young people has begun, with a completion date late in 2010.

Former Carlton Football Club and Adelaide Football Club

player Kris Massie was employed as South Australian Mentor Coordinator. While the development of Ladder St Vincent Street commenced, a successful pilot program was undertaken involving seven mentors (Adelaide Football Club and Adelaide Thunderbirds) with 25 disadvantaged young people learning valuable leadership and communication skills.

As Ladder continues to expand its reach nationally, growing in profile and demonstrating its impact, a broad revenue-raising strategy has become a priority.

AFL Players donated $100,000 via the AFL Players’ Association Charity Trust.

ladder youth homeleSSneSS

“If I could say something else positive about what the AFL Players’ Association are doing,

I’ve been introduced to their work with youth homelessness. I’ve spoken quite recently with

the Melbourne City Mission and about the work they are doing about the city and the State

for homelessness. I think it’s fantastic that the players through their association have got together to build a homelessness refuge for young people.

I think that it shows a whole lot of positive contribution and it shows Australia at its best.

Prime Minister Kevin Rudd

”

What is Ladder?Ladder is a joint initiative between

the AFL Players’ Association and the

AFL Foundation. Created to tackle

the issue of youth homelessness,

Ladder will offer young people with

histories of homelessness integrated

accommodation, support and other

opportunities to make a lasting impact

on their lives.

Australian Football holds an important

emotional presence within Australian

society. Ladder hopes to tap into

this relationship by drawing on the

resources, passion and commitment

of the AFL, the media, the broader

Homelessness can happen to anyone – as an individual’s or family’s

circumstances can change very quickly. Far from the stereotype of the

alcoholic on the park bench, the truth is nearly half of the 105,000

Australians who are homeless on a given night are under the age of 25

and more than 12,000 are children.

Domestic violence is the biggest cause of homelessness in Australia,

although mental illness, unaffordable housing, drug, alcohol and gambling

addictions all play their part. Australia can’t allow the 50,000 kids who

pass through homeless shelters each year to be condemned to a lifetime

of disadvantage.

That’s why the Rudd Government developed its White Paper on Homelessness, released in

December last year, which lays out a comprehensive plan to tackle homelessness. The White

Paper contains ambitious targets – to halve homelessness and offer accommodation to all rough

sleepers who seek it by 2020.

The White Paper comes with a huge injection of funds. It provides an additional $1.2 billion

over four years - a 55 per cent increase in investment in homelessness and a substantial down

payment on a twelve year reform agenda. It includes a commitment of $800 million over the

next four years for new support services for homeless people and $400 million over the next two

fi nancial years for social housing, to house the homeless.

It’s my fi rm view that homelessness should be considered unacceptable, especially in a country

as wealthy as ours. Ending homelessness is a complex task – it is not simply a question of

building more houses. That’s why I was proud to launch the Port Adelaide Ladder foyer project

along with representatives from the South Australian Government, the AFL Foundation and AFL

Players’ Association.

Based on the success of Foyer models in the United Kingdom and France, the Ladder foyer

project will provide accommodation and services for young people, coupled with support to help

with getting an education or a job. AFL players and elite female athletes will mentor the young

people, helping them make good decisions for their future.

The Australian Government will provide $5.5m for the project in South Australia with the South

Australian Government promising $4m.

Ladder is an outstanding example of what can be achieved when governments work with non-

government organisations, local businesses and community groups.

Homelessness is everyone’s responsibility and we all need to work together and take responsible

action now to reduce homelessness in Australia.

Tanya Plibersek

Minister for Housing

Minister for the Status of Women

Ladder’s working with the support

of the Government.

The AFL Foundation

Recognising that the AFL has an

important role to play within the broader

community, the AFL Foundation seeks

opportunities to use Australian football

as a vehicle to build community capacity

and social cohesion.

The foundation is currently running a

number of projects including addressing

issues faced within indigenous and

multicultural communities, ensuring

AFL games are accessible to people

with disabilities and addressing youth

homelessness through Ladder.

community and Ladder’s key

asset – the players themselves.

AFL players (and elite female athletes)

will be involved in many aspects of

Ladder, most importantly playing key

mentoring roles for the young people in

the program. The players’ time will be

volunteered and will focus on promoting

self-growth and independence as well

as building the confi dence and self-

esteem, of the participants. Vocational,

psychological and accommodation

needs will be addressed through

partnerships with government and

existing service providers.

The AFL Players’ Association

The AFL Players’ Association is the

representative body for all current

AFL players.

The AFLPA is entrusted to enhance

and secure the personal development

of past, present and future AFL

footballers. As part of this personal

development Ladder will provide a

valuable opportunity for players to

make a difference to these young lives.

Through Ladder the association is able

to leverage the power of the AFL brand

to help make a positive difference to

disadvantaged youth.

The AFL Foundation and AFL Players’

Association support Ladder.

Helping the youth of South Australia.

Ladder has formed a partnership with

the Government of South Australia and

the Commonwealth Government which

will see the opening of the fi rst Foyer

model of accommodation in South

Australia in 2009.

A building has been purchased in Port

Adelaide and renovations are already

underway. Once renovated, the building

will house 23 formerly homeless youth

in self-contained accommodation.

The building will also contain common

areas, meeting rooms, internet access,

offi ce space and a training café.


The building will also provide internet

access, common areas, a rooftop

garden, offi ce space, communal

laundry and a seminar room.

Ladder has also formed a partnership

with the Victorian State Government

that has accessed a recently completed

facility in Melbourne’s innernorth. The

building will house 21 young people

Helping the youth of Victoria.

MAFL0640_210x444.5_260INK.indd 2

3/3/09 3:15:43 PM

What is Ladder?Ladder is a joint initiative between

the AFL Players’ Association and the

AFL Foundation. Created to tackle

the issue of youth homelessness,

Ladder will offer young people with

histories of homelessness integrated

accommodation, support and other

opportunities to make a lasting impact

on their lives.Australian Football holds an important

emotional presence within Australian

society. Ladder hopes to tap into

this relationship by drawing on the

resources, passion and commitment

of the AFL, the media, the broader

Homelessness can happen to anyone – as an individual’s or family’s

circumstances can change very quickly. Far from the stereotype of the

alcoholic on the park bench, the truth is nearly half of the 105,000

Australians who are homeless on a given night are under the age of 25

and more than 12,000 are children.

Domestic violence is the biggest cause of homelessness in Australia,

although mental illness, unaffordable housing, drug, alcohol and gambling

addictions all play their part. Australia can’t allow the 50,000 kids who

pass through homeless shelters each year to be condemned to a lifetime

of disadvantage.

That’s why the Rudd Government developed its White Paper on Homelessness, released in

December last year, which lays out a comprehensive plan to tackle homelessness. The White

Paper contains ambitious targets – to halve homelessness and offer accommodation to all rough

sleepers who seek it by 2020.

The White Paper comes with a huge injection of funds. It provides an additional $1.2 billion

over four years - a 55 per cent increase in investment in homelessness and a substantial down

payment on a twelve year reform agenda. It includes a commitment of $800 million over the

next four years for new support services for homeless people and $400 million over the next two

fi nancial years for social housing, to house the homeless.

It’s my fi rm view that homelessness should be considered unacceptable, especially in a country

as wealthy as ours. Ending homelessness is a complex task – it is not simply a question of

building more houses. That’s why I was proud to launch the Port Adelaide Ladder foyer project

along with representatives from the South Australian Government, the AFL Foundation and AFL

Players’ Association.Based on the success of Foyer models in the United Kingdom and France, the Ladder foyer

project will provide accommodation and services for young people, coupled with support to help

with getting an education or a job. AFL players and elite female athletes will mentor the young

people, helping them make good decisions for their future.

The Australian Government will provide $5.5m for the project in South Australia with the South

Australian Government promising $4m.

Ladder is an outstanding example of what can be achieved when governments work with non-

government organisations, local businesses and community groups.

Homelessness is everyone’s responsibility and we all need to work together and take responsible

action now to reduce homelessness in Australia.

Tanya PlibersekMinister for Housing

Minister for the Status of Women

Ladder’s working with the support

of the Government.

The AFL FoundationRecognising that the AFL has an

important role to play within the broader

community, the AFL Foundation seeks

opportunities to use Australian football

as a vehicle to build community capacity

and social cohesion. The foundation is currently running a

number of projects including addressing

issues faced within indigenous and

multicultural communities, ensuring

AFL games are accessible to people

with disabilities and addressing youth

homelessness through Ladder.

community and Ladder’s key

asset – the players themselves.

AFL players (and elite female athletes)

will be involved in many aspects of

Ladder, most importantly playing key

mentoring roles for the young people in

the program. The players’ time will be

volunteered and will focus on promoting

self-growth and independence as well

as building the confi dence and self-

esteem, of the participants. Vocational,

psychological and accommodation

needs will be addressed through

partnerships with government and

existing service providers.

The AFL Players’ Association

The AFL Players’ Association is the

representative body for all current

AFL players. The AFLPA is entrusted to enhance

and secure the personal development

of past, present and future AFL

footballers. As part of this personal

development Ladder will provide a

valuable opportunity for players to

make a difference to these young lives.

Through Ladder the association is able

to leverage the power of the AFL brand

to help make a positive difference to

disadvantaged youth.

The AFL Foundation and AFL Players’

Association support Ladder.

Helping the youth of South Australia.

Ladder has formed a partnership with

the Government of South Australia and

the Commonwealth Government which

will see the opening of the fi rst Foyer

model of accommodation in South

Australia in 2009. A building has been purchased in Port

Adelaide and renovations are already

underway. Once renovated, the building

will house 23 formerly homeless youth


The building will also contain common

areas, meeting rooms, internet access,

offi ce space and a training café.


The building will also provide internet

access, common areas, a rooftop

garden, offi ce space, communal

laundry and a seminar room.

Ladder has also formed a partnership

with the Victorian State Government

that has accessed a recently completed

facility in Melbourne’s innernorth. The

building will house 21 young people

Helping the youth of Victoria.MAFL0640_210x444.5_260INK.indd 2

3/3/09 3:15:43 PM

Sponsor or donate to the program.

Provide traineeships or work experience to a young person.

Conduct workshops to inform residents about your industry and potential career pathways.

How Ladder works.

Innovation

MentoringEducational and vocational networksCommunity integrationHealth & fi tness programsVocational trainingLife skills programs

EnvironmentSelf contained accommodationShared social spaceEducational spaceOnsite staffi ng

Support

PreparationReferrals assessmentTenancy managementCase managementCounselling

Get your business involved.

Assist program graduates to accessprivate rental accommodation.

Connect your sporting club or community group to the program.

Donate equipment or furnishings to the facility.

There are many ways your business can help:

Ladder is based on an internationally regarded service model named Foyer, as a way to tackle youth homelessness. The Foyer service model recognises that young people need more than just

‘a roof over their head’. They require support to fi nd pathways toward independent living. Ladder has refi ned this model to refl ect the unique aspect of AFL involvement in this project.

dder aims to provide progr

“Ladder aims to provide programs that will hope, inspiration and imp

give hope, inspiration and improve the lives meless young people by tapping into the

of homeless young people by tapping into theces, passion and commitm

resources, passion and commitment of the the players themselves.”

AFL and the players themselves.”- ladder.org.au

For more information on Ladder visit ladder.org.au or email [email protected]

tackling youth homelessness

LADDER

As well as helping Australian homeless youth, your business will gain exclusive media

and corporate awareness through affi liation with the program.

Ladder. A way out of youth homelessness.

tackling youth homelessness

LADDER

MAFL0640_210x444.5_260INK.indd 1

3/3/09 3:15:26 PM

Sponsor or donate to the program.

Provide traineeships or work experience

to a young person.

Conduct workshops to inform residents

about your industry and potential

career pathways.

How Ladder works.

Innovation

Mentoring

Educational and

vocational networks

Community integration

Health & fi tness programs

Vocational training

Life skills programs

Environment

Self contained

accommodation

Shared social space

Educational space

Onsite staffi ng

Support

Preparation

Referrals assessment

Tenancy management

Case management

Counselling

Get your business involved.

Assist program graduates to access

private rental accommodation.

Connect your sporting club or

community group to the program.

Donate equipment or furnishings to

the facility.

There are many ways your business can help:

Ladder is based on an internationally

regarded service model named Foyer,

as a way to tackle youth homelessness.

The Foyer service model recognises

that young people need more than just

‘a roof over their head’. They require

support to fi nd pathways toward

independent living. Ladder has refi ned

this model to refl ect the unique aspect

of AFL involvement in this project.

dder aims to provide progr

“Ladder aims to provide programs that will

hope, inspiration and imp

give hope, inspiration and improve the lives

meless young people by tapping into the

of homeless young people by tapping into the

ces, passion and commitm

resources, passion and commitment of the

the players themselves.”

AFL and the players themselves.”

- ladder.org.au

For more information on Ladder visit ladder.org.au or email [email protected]

tackling youth homelessnessLADDER

As well as helping Australian homeless youth, your business will gain exclusive media

and corporate awareness through affi liation with the program.

Ladder. A way out of youth

homelessness.

tackling youth homelessnessLADDER

MAFL0640_210x444.5_260INK.indd 1

3/3/09 3:15:26 PM

Pictured: Joel Bowden, David Hille, Victorian Minister for Housing Richard Wynne MP, Mark Bolton, Paul Licuria

Com

mu

nit

y &

Co

mm

un

iCat

ion


tha

nk yo

u


aFLPa advisory BoardNeil Hamilton – ChairmanRay Wilson – Chairman, AFLPA Player Retirement Account BoardKen Fraser – Chairman, AFLPA Player Development

Advisory BoardAnthony Jackson – Director, Dominion Private ClientsJohn Poulakakis – Managing Director, Game PlanBernie Shinners – Legal Services Consultant, AFLPA Joel Bowden – President, AFLPA/Richmond FCMatt Finnis – Chief Executive Officer, AFLPA John Hogan – General Manager, Admin & Finance, AFLPA

aFLPa PLayer retirement aCCount BoardRay Wilson – Chairman Ian Anderson – General Manager, Finance &

Administration, AFLDavid Bilston-McGillen – Dominion Private ClientsJoel Bowden – AFLPA President / Richmond FCMatt Finnis – Chief Executive Officer, AFLPA John Hogan – General Manager, Finance &

Administration, AFLPA

aFLPa Past PLayer memBershiP advisory BoardSimon Madden – ChairmanBarry CapuanoJames ClementJeff CliftonFrank GoodeMarcus KennedyDr Matthew LiptakMichael PerryBrad Wira

aFLPa agents aCCreditation Board Ian Prendergast – General Manager, Player Relations, AFLPADan Richardson – Elite Sport Properties, AFLPA

Accredited AgentJohn McMullan – John McMullan SolicitorsBraham Dabscheck – Senior Fellow, University of MelbourneKen Wood– Investigations Manager, AFL Scott Lucas – Essendon FCLiam Pickering – IMG, AFLPA Accredited Agent

aFLPa Charity Fund trusteesMatt Finnis – Chief Executive Officer, AFLPAJoel Bowden – President, AFLPA / Richmond FCBrett Burton – Vice-President, AFLPA / Adelaide FCAnthony Jackson - Director, Dominion Private ClientsDr Robert Kerr – Senior Psychologist, Personnel

Decisions International John Hogan – General Manager, Finance &

Administration, AFLPABernie Shinners – Legal Services Consultant, AFLPA

The AFLPA would like to thank the following individuals and organisations for their support during 2008-09

aCknoWLedgements

Ladder Board oF direCtorsIan Anderson – General Manager, Finance

& Administration, AFLJoel Bowden – President, AFLPA/Richmond FCColin Carter – Chairman, AFL FoundationMatt Finnis – Chief Executive Officer, AFLPAPippa Grange – General Manager, Culture &

Leadership, AFLPADr Colin McLeod – Head of Research and Innovation, AFL

Ladder PartnersDepartment of Family and Communities, Government of South AustraliaOffice of Housing, State Government of VictoriaDepartment of Families, Housing, Community Services & Indigenous Affairs, Australian Government

Ladder suPPortersMallesons Stephens JaquesBoston Consulting GroupGeorge Patterson Y & RDrake InternationalMelbourne Cricket Club TrustInsert details of Ray Wilson’s trust which made a donation late in 2009

Ladder advisorsYouth Development Australia

aFLPa serviCe Providers / advisors / aLLianCesAlcateraArthur Roe & AssociatesAthletes’ Alliance of AustraliaAFL SportsReadyAFL Umpires’ AssociationAFL Coaches’ AssociationAMPAustralian Cricketers’ AssociationAustralian Netballer Players’ AssociationAustralian Workers UnionBridgestone Golf - Matthew RogersBrothers ParadeCentre for Adult EducationCrown CasinoDepartment of Sport and Recreation Indigenous Support Unit (Victoria)Drake TrainingDominion Private ClientsFamily Planning VictoriaFox SportsFosters Group First ImpressionsFraser Management GroupGenesys Wealth AdvisorsHerald SunHonanHushh Vision

Paul Horvath SolicitorsKelly Hazell Quill LawyersLeading TeamsJohn McMullan SolicitorsMajor League Baseball Players’ Association (USA)Mallesons Stephen JaquesMarsh Pty LtdMBE RichmondMiddletons National Australia Bank Private BankNational Basketball Association Players’ Association (USA)National Football League Players’ Association (USA)Peter Jones Special EventsProfessional Footballers’ Association (Australia)Professional Footballers’ Association (UK)Property Planning Australia The Ripe GroupRugby League Players’ Association Rugby Union Players’ Association Shadforth Financial Group LimitedSlater & Gordon St James Ethics CentreStride Sports ManagementWilson Everard

aFLPa Premier PartnerMedibank Private

most vaLuaBLe PLayer aWard sPonsorsMedibank Private – Leigh Matthews Trophy for

Most Valuable PlayerAMP – Robert Rose Award for Most Courageous Player Red Bull Energy Drink – Best Captain Select Cards – Best First Year PlayerOpen Universities Australia – Education & Training

Excellence AwardKelly Hazell Quill Lawyers – Grant Hattam TrophyFox Sports – Broadcaster

madden medaL aWard sPonsorsAMP – Madden MedalGNC LiveWell – Football Achievement AwardOpen Universities Australia – Personal Development AwardSteel Blue – Community Spirit Award

AFL club and AFL staff are also thanked for their ongoing support and assistance.

tha

nk

you

38 AFLPA ANNUAL REPORT AFLPA ANNUAL REPORTAFLPA ANNUAL REPORT 2008/2009

AFLPA PREMIER PARTNER

AFLPA MADDEN MEDAL PARTNER

AFLPA SPONSORS & PARTNERS

39

sPon

sors

aFLPa Premier Partner

aFLPa madden medaL Partner

aFLPa sPonsors & Partners

FINANCIAL REPORT2008/2009

AFL PLAYERS’ ASSOCIATION INC.

afl

Pla

yer

s’ a

sso

ciat

ion

inc.

FIN

AN

CIA

L R

EPOR

T

42 aflPa annUal rePort 2008/2009


AS AT 31ST OCTOBER 2009

afl Play

ers’ a

ssociatio

n in

c. FINA

NCIA

L REPOR

T

43aflPa annUal rePort 2008/2009

FINANCIAL REPORT

The year ending 31st October 2009 saw the AFLPA record an operating surplus of $52,717, this small surplus is in accord with the Associations aim of distributing as much

of the revenue both negotiated and derived to the benefit and welfare of all of the Association’s members.

This is evidenced by the continued investment in the Player Development Program (Table 1), which incorporates the professional services of the psychology consultants and career advisors together with our transition and multicultural services. Supported by the continued commitment to the player education and training grant spend of $379,220.

PLAyER DEvELOPmENT PROgRAm ExPENDITuRE

As we emerge from what was the Global Financial Crisis, our AFLPA Retirement Account (“PRA”), held firm this year at the $9.3 million level. This was pleasing in the face of a 25% reduction in 2008. The amounts paid out to the retired and delisted players continues to grow (Table 2), culminating in the 2008 retirees receiving a payment totalling $7,605,635.

2005 2006 2007 2008 2009

$1,600,000

$1,550,000

$1,500,000

$1,450,000

$1,400,000

$1,350,000

$1,300,000

$1,250,000

Year Total Amount

2005 1,321,514

2006 1,365,141

2007 1,406,543

2008 1,552,345

2009 1,567,580

$5,000,000

$4,000,000

$3,000,000

$8,000,000

$7,000,000

$6,000,000

$2,000,000

$1,000,000

2004 2005 2006 2007 2008

$250,000

$200,000

$150,000

$100,000

$50,000

Highest PaymentAverage PRA

2004 2005 2006 2007 2008

Year No. of Players Total Amount Average Highest Ind. Payment

2004 77 3,966,100 51,508 90,050

2005 80 4,674,206 58,428 96,000

2006 91 5,672,250 62,332 121,000

2007 116 7,528,250 64,899 146,615

2008 109 7,605,635 69,776 148,615

AFLPA PLAyER RETIREmENT ACCOuNT Payments over last Five Years

AFLPA Player Retirement Account Payments(2004-2008)

AFLPA Player Retirement Account Average and Highest Payments (2004-2008)

A key highlight in the revenue sector has been the income generated through the player licensing and marketing program. The $1,745,221 recorded this year saw a 20% increase over last year’s return. Table 3 reflects the growth in the player licensing and marketing returns over the last five years.

LICENSINg & mARkETINg REvENuE

Arthur Roe & Associates Pty Ltd, the AFLPA appointed Auditors, have audited the Financial Statements of the AFLPA for the year ended 31st October 2009.

This was completed in accordance with the Australian Accounting Standards, Australian Accounting Interpretations, other authoritative pronouncements of the Australian Accounting Standards Board and the Associations Incorporations Act 1981.

Extracts of the audited financial statements namely the statement of Financial Position, Financial Performance and Cash Flow are attached.

CHARITy FuNDArthur Roe & Associates Pty Ltd, the AFLPA Charity Fund appointed Auditors, have in accordance with the Australian Accounting Standards, Urgent Issues Group Consensus Views and other authoritative pronouncements of the Australian Accounting Standards Board, audited the Financial Statements of the AFLPA Charity Fund for the year ended 31st October 2009.

Extracts of the audited financial statements namely the statement of Financial Position, Financial Performance and Cash Flow are attached.

2005 2006 2007 2008 2009

$1,000,000

$800,000

$600,000

$1,600,000

$1,800,000

$1,400,000

$1,200,000

$400,000

$200,000

Year Total Amount

2005 518,662

2006 954,345

2007 1,032,770

2008 1,453,834

2009 1,745,221

afl

Pla

yer

s’ a

sso

ciat

ion

inc.

FIN

AN

CIA

L R

EPOR

T




STATEmENT OF FINANCIAL POSITION

afl Play

ers’ a

ssociatio

n in

c. FINA

NCIA

L REPOR

T



FOR THE yEAR ENDED 31ST OCTOBER 2009

STATEmENT OF CASH FLOWS

2009 2008 $ $ CURRENT ASSETS

Cash Assets 8,319,487 9,979,583Receivables 1,295,188 1,182,147Other Assets 26,716 19,075

TOTAL CURRENT ASSETS 9,641,391 11,180,805

NON-CURRENT ASSETSOther Financial Assets 14,271,701 12,210,467Property, Plant & Equipment 68,459 87,140

TOTAL NON-CURRENT ASSETS 14,340,160 12,297,607

TOTAL ASSETS 23,981,551 23,478,412

CURRENT LIABILITIESPayables 19,217,142 19,153,235Provisions 122,009 104,034

TOTAL CURRENT LIABILITIES 19,339,151 19,257,269

TOTAL LIABILITIES 19,339,151 19,257,269

NET ASSETS 4,642,400 4,221,143

EQUITY

AFLPA Player Retirement Account Reserve 600,000 600,000AFLPA Past Player Health Hardship Fund Reserve 1,314,290 945,750Retained Profits 2,728,110 2,675,393

TOTAL EQUITY 4,642,400 4,221,143

2009 2008 $ $ CASH FLOWS FROM OPERATING ACTIVITIES:

Receipts from Members 303,893 281,225Operating grant receipts 10,928,541 10,881,042Player Licensing & Marketing payments received 1,402,690 1,030,285Sponsorship receipts 316,288 276,437Interest Received 458,428 4,326,971Sundry Receipts 453 490Receipts from Accredited Agents 54,533 60,887Payments to suppliers and employees (13,425,299) (15,353,969)

Net cash provided by operating activities 39,597 1,503,368

CASH FLOWS FROM INVESTING ACTIVITIES:Fixed Asset Purchases - (15,591)Movements in managed funds (1,710,120) (850,000)

Net cash provided (used) by investing activities (1,710,120) (865,591)

CASH FLOWS FROM FINANCING ACTIVITIES:Increase in Sundry Debtors (1,673) (1,240)Decrease in Sundry Creditors 12,100 -

Net Cash provided (used) by financing activities 10,427 (1,240)

Net increase/(decrease) in cash held (1,660,096) 636,537

Cash at the beginning of the financial year 9,979,583 9,343,046

Cash at the end of the financial year 8,319,487 9,979,583

afl

Pla

yer

s’ a

sso

ciat

ion

inc.

FIN

AN

CIA

L R

EPOR

T




STATEmENT OF FINANCIAL PERFORmANCE

2009 2008 $ $INCOME

A.F.L. Grants – AFLPA Player Retirement Account 6,400,000 6,400,000A.F.L. Grants – General 4,160,000 4,160,000Player Licensing & Marketing Payments 1,745,221 1,453,834Membership Fees – Players 240,275 278,795Sponsorship 299,836 251,636Membership Fees - Accredited Agents 54,533 51,317Other Income 671,788 593,474

13,571,653 13,189,056 EXPENDITURE

Administration 783,756 1,003,031Events & Marketing 415,885 319,481Player Licensing 1,836,465 1,518,344Player Development Program 839,685 900,496Psychology Services 246,722 247,768Transition Services 192,455 198,789Career & Education 174,738 157,864Indigenous Support 113,980 47,428Publications & Communications 237,969 197,042Agent’s Accreditation 97,367 99,358Player Benefits Account 1,308,374 1,310,435AFLPA Player Retirement Account 6,984,904 6,980,005Community Development - 172,609Industrial Relations 286,637 -

13,518,936 13,152,650 Profit from ordinary activities before income tax expense 52,717 36,406

Income Tax Expense - - Net Profit from ordinary activities after income tax expense attributable to the association 52,717 36,406

Retained Profits at the beginning of the financial year 2,675,393 2,638,987 Retained profits at the end of the financial year 2,728,110 2,675,393

FINANCIAL REPORT2008/2009

AFLPA CHARITY FUND



STATEmENT OF FINANCIAL POSITION


AFLPA CHARITY FUND


STATEmENT OF CASH FLOWS

aflPa cH

arity fU

nD FIN

AN

CIAL R

EPORTa

flPa

cH

ari

ty f

Un

D FI

NA

NCI

AL

REP

ORT

AFLPA CHARITY FUND

2009 2008 $ $ CURRENT ASSETS

Cash Assets 158,904 260,397Receivables - 36,300

TOTAL CURRENT ASSETS 158,904 296,697

NON-CURRENT ASSETSOther Financial Assets 841,479 619,905

TOTAL NON-CURRENT ASSETS 841,479 619,905

TOTAL ASSETS 1,000,383 916,602

CURRENT LIABILITIESPayables 1,240 1,180

TOTAL CURRENT LIABILITIES 1,240 1,180

TOTAL LIABILITIES 1,240 1,180

NET ASSETS 999,143 915,422

EQUITY

Settlement Capital 100 100Retained Profits 999,043 915,322

TOTAL EQUITY 999,143 915,422

Note 2009 2008 $ $ CASH FLOWS FROM OPERATING ACTIVITIES:Cash Flows From Operations

Player Charity Contributions 229,900 208,075Code of Conduct Fines 26,750 19,327Interest Received 5,308 7,085Donations Received - 18,472Payments to suppliers and employees (263,451) (1,260)

Net cash provided by operating activities 11(b) (1,493) 241,699

CASH FLOWS FROM INVESTING ACTIVITIES:Investment in UBS Equities (76,114) (150,000)Net Income 29,659 (1,300)

Net cash (used in) provided by investing activities (46,455) (151,300)

Net increase/(decrease) in cash held (47,948) 90,399

Cash at the beginning of the financial period 305,325 214,926

Cash at the end of the financial period 11(a) 257,377 305,325

The accompanying notes form part of this financial report.

50 aflPa annUal rePort 2008/2009 51aflPa annUal rePort 2008/2009


STATEmENT OF FINANCIAL PERFORmANCE

afl

Pa c

Ha

rity

fU

nD

FIN

AN

CIA

L R

EPOR

T

AFLPA CHARITY FUND

2009 2008 $ $INCOME

Player Charity Contributions 193,600 194,100Code of Conduct Fines 26,750 19,327Interest Received 5,308 7,085Donations Received - 18,472Movement in Investments 121,574 -

347,232 238,984 EXPENDITURE

Audit Fees 1,511 1,180Bank Charges - 55Donations 262,000 6,150Legal Expenses - 3,930Movement in Investments - 165,853

263,511 177,168

Profit from ordinary activities before income tax expense 83,721 61,816

Income tax expense relating to ordinary activities - - Net Profit from ordinary activities after income 83,721 61,816tax expense attributable to beneficiaries of the trust

Surplus (Deficit) at the beginning of the financial year 915,322 853,506

Net Funds collected from prior years - - Total changes in equity other than those Resulting from 999,043 915,322transactions with beneficiaries as beneficiaries

2008/09 AFL Players' Association Annual Report

Documents

Transcript of 2008/09 AFL Players' Association Annual Report