Inform #56

Finnis new AFLPA CeO FuLL MVP wrAP Luke BALL On LeAdershiP

Official magazine Of the aUStRalian fOOtBall leagUe PlaYeRS’ aSSOciatiOn

eDitiOn 56, OctOBeR 2009

creates history

3EDITION 56, OcTObEr 2009

W elcome to edition 56 of Inform.In this addition of Inform I’m extremely pleased to announce

that after 5 years of hard work, the AFLPA sponsored Tax Test Case concerning the tax deductibility of player agents’ fees, has been favourably decided by the High Court of Australia. The decision effectively means that players can now obtain a tax deduction for all Player Agent Fees incurred in negotiating a playing contract. Clearly, the decision will provide a significant benefit to all AFLPA members and indeed all other professional sports people in this country” See page 3 for more details.

There can be no doubt that the media are an incredibly important and valuable stakeholder in our game. The media play such an important role in promoting the players, clubs and our code. Innovation in the coverage of the AFL means that each year the media is taking our game and players even closer to more supporters. All players should understand that by working cooperatively with the broadcast rights holders in particular, they help build value for the TV networks and ultimately AFL players.

However, over the last 12-18 months in particular, the AFLPA has become increasingly concerned with the willingness of some elements of the media to invade the highly personal, private space of AFL players in reporting on extremely sensitive subject that could never be regarded as being in the ‘public interest’. This has created much angst within the player group, and whilst we understand that there has always been and always will be a certain level of tension in the dynamic between players and the media, as the representative body of all AFL players, we take this issue very seriously. AFLPA Communications Manager Jason Murnane takes a look at this perennial question, and runs through some of the recent work the AFLPA has been involved with on this issue. See page 18 for more.

We also look at the successful operation of the AFLPA Past Player Member missing campaign, which was recently launched by former Essendon champion and AFLPA Executive Committee member Simon Madden. Simon was assisted in the launch by a number of past greats of our game, players including Bob Skilton, Peter Daicos, Michael Roach and Ken Fletcher amongst others. See pages 14 and 15 for more.

It’s also been a very exciting time with the launch of the Ladder Hoddle Street (Melbourne) building. Ladder Hoddle Street will see AFL players intrinsically involved in the mentoring of the young people involved in Ladder. See pages 10 and 11 for more.

I wish all players all the best.

Brendon Gale

AFLPA CLUB DELEGATESAFLPA EXECUTIVE

FROM THE CEOAFLPA COnTACTS

Sports HouseLevel 2, 375 Albert RoadAlbert Park Vic 3206P: (03) 9926 1344 F: (03) 9926 1350E: [email protected]

www.aflpa.com.au

Chief Executive OfficerMatt Finnis [email protected]

General Manager – Finance & Administration John [email protected]

General Manager – OperationsTBC

General Manager – Player Development Steve [email protected]

General Manager – Culture & LeadershipPippa [email protected]

Transition Services ManagerMark [email protected]

Career Development ManagerClaire [email protected]

Project Manager – Career Transition Rayden [email protected]

Indigenous Program ManagerCory [email protected]

Player Development CoordinatorNadia [email protected]

Legal Services ConsultantBernie [email protected]

General Manager – Ladder Mark [email protected]

Communications & Publications Manager Jason [email protected]

Manager – Membership ServicesKim [email protected]

Operations CoordinatorBraden [email protected]

Events ManagerLeanne [email protected]

Reception & AdministrationNatalie Holmes

PresidentJoel Bowden ......... Richmond

Vice-President Brett Burton........... Adelaide

Luke Power ........... Brisbane Lions

Tom Harley........... Geelong

Adam Goodes ...... Sydney

Nick Maxwell ....... Collingwood

Luke Ball .............. St Kilda

Robert Murphy ...... Western Bulldogs

Ashley Hansen ...... West Coast

Brendon Gale ....... AFLPA CEO

Simon Madden ..... Past player representative

Adelaide ............. Ben Ruttenbrisbane .............. Jonathan Browncarlton ................ Brad Fishercollingwood ........ Tarkyn LockyerEssendon ............. Brent StantonFremantle ............ Matthew PavlichGeelong .............. Jimmy BartelHawthorn ............ Brad SewellNorth Melbourne .. Drew Petrie Melbourne ........... Cameron BrucePort Adelaide ....... Troy Chaplinrichmond ............ Daniel JacksonSt Kilda ............... Jason BlakeSydney ................ Jared CrouchWestern bulldogs .. Daniel GiansiracusaWest coast .......... Adam Selwood

FORMER AFL PLAyERS’ ASSOCIATION GENERAL MANAGER OF OPERATIONS HAS BEEN NAMED AS THE NEW CHIEF ExECuTIVE OFFICER OF THE AFL PLAyERS’ ASSOCIATION.

MATT F InnIS nAMED AFLPA CEO

The appointment was publically announced by AFLPA President Joel Bowden and AFLPA

Executive Committee member Adam Goodes.Finnis becomes the fifth AFLPA CEO and

succeeds previous AFLPA CEO Brendon Gale, with whom he worked closely for the past four and a half years in his capacity as AFLPA General Manager - Operations.

Commenting on the appointment Bowden said, “We are fortunate to be in a position to replace our outgoing CEO with a person who has a thorough grasp of our business, appropriate qualifications and experience and a strong vision for how the AFLPA ought approach the challenges and opportunities ahead of us.”

“Since joining the AFLPA prior to the start of the 2005 AFL season, Matt has won the trust and respect of the players through his work across a broad range of AFLPA activities, including collective bargaining, legal

representation, player issues advocacy and commercialising player rights.”

The AFLPA Executive made the appointment having concluded a due diligence exercise involving consultation with numerous industry stakeholders and an internal assessment process involving independent consultant Laurie Serafini of the Slade Group.

“We’ve conducted a thorough review of the requirements for the position of AFLPA CEO looking forward and we are really pleased to be able to pursue a smooth succession from our previous CEO to his second-in-charge who is uniquely placed to lead our business into a very important 18 months ahead,” Bowden said.

Finnis joined the AFLPA as Manager, Player Relations in April 2005 and assumed the role of General Manager Operations in February 2006. He was acting CEO for a period earlier this year whilst previous CEO Brendon Gale was overseas on study leave and has been interim CEO since Gale resigned on 8th August.

Prior to joining the AFLPA, Finnis was a commercial lawyer with a successful practice in sports law representing governments, leagues, businesses, AFL clubs and athletes in a wide range of sports related legal matters.

Finnis is also a graduate of the respected Vincent Fairfax Fellowship – a 2 year professional development program in ethical leadership.

“AFL players are amongst the most elite, professional athletes in the world and they deserve the most professional advocacy and service from their association. In accepting the position of CEO, I look forward to working with our player Executive to pursue an agenda of spirited leadership and representation of player interests,” said Finnis.

“The AFL Players’ Association is a successful organisation with a rich history carved out by players working collectively to achieve outcomes which benefit our members, the game and the broader community. The opportunity for today’s players and the AFLPA is to build upon the legacies of the past to achieve new milestones – a challenge which I look forward to pursuing in conjunction with our player representatives and management team. “

COMMUN I TY DEVE LOPMENT P LAYER DEVE LOPMENT

Prime Minister Kevin Rudd has launched a ‘Just Think’ anti alcohol fuelled violence campaign involving all eight AFL Captains involved in

this years final series.Launched by Prime Minister at the MCG, the campaign consisting

of a 30 second television Community Service Announcement (CSA), a 15 second radio CSA and a print execution was aired across television, radio and print throughout the AFL finals series, thanks to the support of a range of media stakeholders.

The campaign asks footy fans to ‘Just Think’ how their finals would be if they were involved in an act of alcohol fuelled violence.

Joining the Prime Minister to help launch the campaign was Federal Sports and youth Affairs Minister Kate Ellis, Hawthorn Premiership Captain Sam Mitchell and Richmond Player Daniel Jackson who spoke of the impact of hearing of the assault school friend James Macready-Bryan who was savagely bashed in Melbourne laneway in 2006.

North Melbourne players Ed Lower, Andrew Swallow and Ben Warren were also present at the launch of this important campaign representing fellow AFL players.

In launching the campaign, Prime Minister Kevin Rudd said.“The Government commends the AFL Players Association and the AFL

and for showing leadership and taking this tough stand against alcohol abuse and violence. “

“The Campaign, to be run throughout the AFL 2009 Final Series, sends a strong message that alcohol abuse and reckless violence is not a part of footy and is not supported by some of Australia’s most respected sporting heroes.”

“The Australian Government is determined to work with the community, sport and young Australians to combat the scourge of violence in our community,” the Prime Minister said.

Also at the launch, Hawthorn Premiership Captain Sam Mitchell delivered an impressive speech and called on all fans to get behind the campaign to end alcohol fuelled violence.

“We know that this time of the year sees more people out socialising, making the most of the weather and the range of activities on offer. Cynics may ask why we are standing up. We could do two things. We could stand by and ignore this issue, or as leaders within our community we could take a stand to do what we can to help end this cycle of violence.”

“Football players are known to play it tough on the field, but there’s nothing tough or smart about mixing alcohol and violence on the streets of our cities and towns.”

The ‘Just Think’ campaign was initially developed from an idea of players from the Geelong Football Club, including club captain Tom Harley in conjunction with the Geelong Advertiser, the ‘Just Think’ campaign calls on all AFL footy fans to ‘Just Think’ about their actions throughout the footy finals series.

AFL CAPTAInS In ‘JUST THInk’ CAMPAIGn

MESSAGE nEEDS TO SPREAD FAR James Kelly – Geelong Football Club

Jason Murnane

PA 8199 297x210 Ad.indd 1

1/09/09 5:05 PM

When the Just Think campaign first started, we could never have dreamed

it would get to this.That it would become a symbol nation-

wide, and embraced by so many people.The news that the AFL Players’ Association

has got behind the campaign and will take it around the country from next week is fantastic.

Kids all over the country will be hearing from some of the biggest names in our game, who will be pushing the message home.

To have high-profile players such as Chris Judd and Nick Riewoldt putting their names and faces to the campaign will be great.

There’s no doubt they’re great players, and respected by everyone, kids in particular.

To have them spreading the word, especially at a time when local sports teams are winding up their seasons, and celebrating and commiserating their achievements, will be really important.

First of all, let me just say that this news is a credit to the Geelong community.

Without the support of this town to get behind the initial campaign, it could not have become what it is today, and what it is about to become.

The Just Think campaign has already spread to different parts of the country -- to Sydney and even up to Cairns, but this latest initiative will take to another level.

It will be on TV, radio and in newspapers all over the country.

It is so important that we educate the kids of today, who are the next generation coming through. They are the next group that will be out on our streets late at night.

We need to be able to get the anti-violence message through to them because if they can buy into the concept from a young age, then it will have flow-on effects as they grow up, making the streets safer.

If it means one less family has to go through the trauma of seeing a loved-one hurt, then it will be all worthwhile.



CONgRATULAT IONs

Developmentplayer

Last season close to 120 players left the AFL system. In the ultra competitive AFL industry

unfortunately many of these players are delisted by their club as opposed to making their own decision to retire. As the AFLPA’s Transition Services Manager, I aim to meet with all these players to support them with their decision making and make sure they’re aware of all of their entitlement, benefits and services.

In addition to this, all retired and delisted players receive a copy of the AFLPA’s ‘Transition Services Guide’ which details the range of services and advice available to all players leaving the AFL scene. Please contact me if you would like a copy of this booklet.

AFLPA services are available to players leaving the AFL system for three years post their retirement. These range from Career Counselling, to Education Grants, to Psychology services to Work Experience Placements (Next Goal Program) or introductions to recruitment agencies.

My role does not only focus on players when they leave the system. One of my objectives is to have players involved in professional development and work experience through-out their careers so that when they do leave the AFL they are better prepared. The AFLPA is regularly organizing workshops as well as meeting with players who he later refers to the appropriate specialists in particular fields.

Just as around 120 players leave the AFL each year approximately the same number enter it. Preparations are under way for the joint AFLPA, AFL initiative the induction camp. This is held annually in January to introduce all of these new AFL players to many of the behind the scenes aspects of being an AFL footballer.

For more information, please don’t hesitate to contact me on 03 9926 1344 or email [email protected]

retireD or DelisteD?

The Next Phase’ Career Transition Program is aimed at former AFL Players

who would like to remain in the football industry after their professional playing career is over. The AFL umpiring Department has aligned itself with the AFL Players’ Association to identify players who would they feel would best fit a career in Elite umpiring at the AFL level.

RATIOnALFor some time there has been a school of thought that former players could become accomplished elite umpires. The aim of this concept is to investigate whether there is any merit in this belief by actually recruiting former players and coaching them to become AFL umpires.

COnCEPTPrevious endeavours relating to transitioning former players into umpires have generally concentrated on individuals. This proposal relating to a group of former players rather than just an individual may allow for better results due to teamwork and peer support. The ability for the group to “network” within a team environment, compare experiences and communicate shared learning’s may be conducive to a better educational environment and outcomes.

The participants will have a dedicated coach/mentor whose sole focus will be on the development and fast tracking of these former players.

The participants would be involved in: AFL umpires Pre-Season Seminar / Camp Training and Coaching sessions with AFL panel pre-season

In season game day umpiring Specialized coaching with AFL umpires coaches

Training / Coaching program devised in consultation between coach and AFLuD

Sitting with AFL coaches game day in observers box

Attending umpires rooms pre-game, post-game and half time.

Club visits with current umpires. (observe presentation of DVD and be active in club training)

TIMELInEThe “Next Phase” candidate applies through the Next Goal Career Transition Program after the AFL season has completed. The retirement and delisting process is in October. The program will be flagged to all prospective candidates and AFL Club Player Development Managers during this time. The promotion of the program will evolve with the AFLPA newsletter along information being sent to all players electronically.

The program is devised around a 2 to 4 year process. As outlined in the career path above participants would be required to reach / attain certain performance levels as they progress through the training and coaching.

“the neXt phase”player to Umpire pathway overview

Mark Porter

For more information, contact Mark Porter (AFLPA Transitioon Services Manager) on 03 9926 1344 or email [email protected] or Rayden Tallis (Project Manager – Career Transition) on 03 8663 3054 or email [email protected]

COnGRATULATIOnS TO

GEELOnG2 0 0 9 AFL PR EM I E R S

Braden Stokes

GEELONG HAS CONFIRMED ITS STATuS AS ONE OF THE GREAT TEAMS WITH THEIR SECOND FLAG IN THREE yEARS AFTER OuTLASTING ST KILDA By 12 POINTS IN A CLASSIC AFL GRAND FINAL.

the decider came down to the final five minutes as scores were tied until a goal from Norm Smith Medallist Paul Chapman broke the

deadlock and helped secure the come from behind victory and the club’s eighth VFL/AFL premiership.

In a titanic battle in front of 99,521 fans between the season’s best two teams, it was Geelong’s determination and persistence that helped see them claw back from a seven point three quarter time to overcome a brave St Kilda by two straight kicks.

Led by Chapman, Joel Corey, Max Rooke, Harry Taylor and Gary Ablett the Cats looked the goods early in the first term before the Saints slowly wrestled control of the game through the middle stages. After Tom Hawkins goaled early in the final term to draw the Cats within a point, the crowd was then left on the edge of their seats as both teams traded behinds up until the pivotal Scarlett toe poke in the centre of the ground that lead to the Chapman goal.

St Kilda’s Jason Gram was unlucky not to win the Norm Smith medal with 30 touches and Lenny Hayes and Luke Ball provided the Saints with plenty of drive around the ground. But in the end the Cats stood up under the extreme pressure and went some way to easing the pain of last year’s defeat to Hawthorn. The club has now won 65 games from 75 in a remarkable period of dominance.

The AFLPA would like to congratulate President Frank Costa, CEO Brian Cook, Coach Mark Thompson, Captain Tom Harley and all players for their terrific season and commiserations to St Kilda despite their extraordinary season.

St Kilda 3.2 7.7 9.11 9.14 (68)Geelong 3.0 7.1 9.4 12.8 (80)

GOALSSt Kilda: Schneider 2, Goddard, Hayes, Koschitzke, Jones,

Dempster, Riewoldt, MontagnaGeelong: Chapman 3, Mooney 2, Hawkins 2, Rooke 2,

Selwood, Byrnes, Ablett

BESTSt Kilda: Gram, Hayes, Ball, Jones, Montagna, Baker, GoddardGeelong: Chapman, Rooke, Milburn, Taylor, Selwood, Ablett,

Corey, Bartel, Ling, Scarlett

NEw SEpTEmBEr rEcOrdS

The 2009 Finals Series set a new finals attendance record with 615,283 fans attending the nine matches played in September, eclipsing the previous best of 594,919 set in 1995.

The Grand Final was also a ratings winner on television. Channel 10 recorded the highest-ever Grand Final ratings in Melbourne, with nearly 90 per cent of viewers watching the game. The game drew a peak audience of 3.62 million with an average of 2.88 million viewers. The Grand Final was also the most-watched program of the year so far in both Melbourne and Adelaide.

COMMUN I TY DEVE LOPMENT P LAYER DEVE LOPMENT


Congratulations to champion Geelong on baller Gary Ablett upon being voted

by fellow players as the competitions Most Valuable Player for an unprecedented third year in succession.

Ablett was on hand to make history at the AFLPA’s MVP Awards, held at Melbourne’s Crown Palladium before 600 players and invited guests where he received his third Leigh Matthews Trophy for Most Valuable Player from the man the trophy is named after, Leigh Matthews.

Receiving 688 votes on a 3 – 2 – 1 voting system, Ablett received the prestigious award ahead of super Collingwood midfielder Dane Swan on 584 votes, Carlton super star Chris Judd on 546, followed by dynamic St Kilda centre half foreword Nick Riewoldt (343) and young Geelong gun Joel Selwood on 285 votes.

The Geelong champion becomes the only player ever to win three MVP awards, with Greg Williams, Wayne Carey and Michael Voss all winning two.

Presented by Medibank, the Leigh Matthews Trophy for Most Valuable Player recognizes versatility, skill, leadership, respect for teammates and the opposition and the ability to play under pressure.

Ablett maintained his trademark humility after being announced 2009’s MVP.

“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,” Ablett said.

Despite missing three games in the home and away season due to injury, Ablett tallied impressive season statistics averaging more than 34 disposals per game and has had more than 40 possessions in six separate games.

Since it’s inception in 1982, the AFL Players’ Association Most Valuable

Player Award has grown in terms of its prestige and acceptance as one of the AFL’s great awards.

And with an honour role consisting of some of the truly great names of Australian Football such as Matthews, Carey, Williams and Ablett (senior and junior), the AFLPA Leigh Matthews Trophy for Most Valuable Player remains the only award in football that is voted on by players.

This years MVP Awards held at the Crown Palladium saw almost 600 players and invited guests kick off AFL award season in style and enjoy what has become on of the highlights on the football calendar.

The MVP Awards give AFL players the opportunity to put on the record who they rate across categories including Most Courageous, Best First year Player, Best Captain and the prestigious Leigh Matthews Trophy for Most Valuable Player.

Super competitive and hard, AFL players are not prone to standing idly by, watching their opponent tear up the ground with skill and gut running.

Sure, sportsmanship, the shaking of hands and respect for your opponents are all alive and well but when it comes to the matter of beating your opponent game day, it’s on.

That’s why the Leigh Matthews Trophy for Most Valuable Player is so important.

It provides an opportunity for players to put on the record as to who they rate as the best.

And its AFL players, who have to chase, mark, tackle and most importantly be accountable for their opponent and to their team mates.

First introduced in 1982, the Leigh Matthews Trophy has always been awarded to a ‘players player.’

2009 LEIGH MATTHEWS TROPHY FOR MOST VALUABLE PLAYER – TOP 10

Gary Ablett Geelong 688Dane Swan Collingwood 584Chris Judd Carlton 546Nick Riewoldt St Kilda 343Joel Selwood Geelong 285Adam Goodes Sydney 284Jonathan Brown Brisbane Lions 211Simon Black Brisbane Lions 168Lenny Hayes St Kilda 116Alan Didak Collingwood 86

YEAR LEIGH MATTHEWS TROPHY FOR MVP BROWNLOW MEDAL1982 Leigh Matthews (Hawthorn) Brian Wilson (Melbourne)1983 Terry Daniher (Essendon) Ross Glendinning (Nth Melb)1984 Russell Greene (Hawthorn) Peter Moore (Melbourne)1985 Greg Williams (Geelong) Brad Hardie (Footscray)1986 Paul Roos (Fitzroy) Robert DiPierdomenico (Hawthorn) /

Greg Williams (Sydney)1987 Tony Lockett (St Kilda) Tony Lockett (St Kilda) / John Platten (Hawthorn)1988 Gerard Healy (Sydney) Gerard Healy (Sydney)1989 Tim Watson (Essendon) Paul Couch (Geelong)1990 Darren Millane (Collingwood) Tony Liberatore (Footscray)1991 Jim Stynes (Melbourne) Jim Stynes (Melbourne)1992 Jason Dunstall (Hawthorn) Scott Wynd (Footscray)1993 Gary Ablett Snr (Geelong) Gavin Wanganeen (Essendon)1994 Greg Williams (Carlton) Greg Williams (Carlton)1995 Wayne Carey (Nth Melbourne) Paul Kelly (Sydney)1996 Corey McKernan (Nth Melbourne) James Hird (Essendon) / Michael Voss (Brisbane)1997 Robert Harvey (St Kilda) Robert Harvey (St Kilda)1998 Wayne Carey (North Melbourne) Robert Harvey (St Kilda)1999 Shane Crawford (Hawthorn) Shane Crawford (Hawthorn)2000 Anthony Koutoufides (Carlton) Shane Woewodin (Melbourne)2001 Andrew McLeod (Adelaide) Jason Akermanis (Brisbane Lions)2002 Luke Darcy (Western Bulldogs) /

Michael Voss (Brisbane)Simon Black (Brisbane Lions)

2003 Michael Voss (Brisbane) Nathan Buckley (Collingwood) / Adam Goodes (Sydney) / Mark Ricciuto (Adelaide)

2004 Nick Riewoldt (St Kilda) Chris Judd (West Coast)2005 Ben Cousins (West Coast) Ben Cousins (West Coast)2006 Chris Judd (West Coast) Adam Goodes (Sydney)2007 Gary Ablett (Geelong) Jimmy Bartel (Geelong)2008 Gary Ablett (Geelong) Adam Cooney (Western Bulldogs)2009 Gary Ablett (Geelong) Gary Ablett (Geelong)

THE LEIGH MATTHEwS TROPHyFOR MOST VALUABLE PLAyER

ABLETT GOES MVP BACk TO BACk TO BACk

MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP

MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP

In the period since both the MVP and Brownlow Medal have been awarded (since 1982), a player has received both awards in the same season just eight times.

Interestingly in 2001, when players were asked the near impossible task to identity which player best represented the qualities which made up the best players in the competition, one name was selected above all others. Leigh Matthews.

To players, Lethal was clarity. A player of rare talent, hardness and ruthlessness, and then a coach whose success ranks with the greats.

Jason Murnane

Relentless Collingwood mid-fielder Dane Swan was named Herald Sun

Player of the Year.Swan received the prestigious award in

person at the AFLPA’s MVP Awards receiving 53 votes ahead of Chris Judd (52) and Gary Ablett on 50 votes.Swan received his award from the Herald Sun’s Chief Football writer Mike Sheahan.

Sublimely talented Brisbane Lions youngster Daniel Rich was the run away winner of

the 2009 Best First Year Player Award.The number 7 draft pick with the left foot

that leading forwards dream about tallied an overwhelming 463 votes of fellow players, ahead of composed young Magpie Dayne Beams (45) and rising former rookie Greg Broughton of Fremantle on 25.

Presented by Select Collector Cards, the Best First Year Player Award has previously been received by players the calibre of Nick Stevens, Adam Goodes, Daniel Kerr, Chris Judd and Joel Selwood.

Rich also received the AFL’s NAB Rising Star Award, rounding out one of the best debut seasons ever seen by a young player.

2009 BEST FIRST YEAR PLAYER AWARD

Daniel Rich Brisbane Lions 463Dayne Beams Collingwood 45Greg Broughton Fremantle 25

The leadership qualities of Brisbane Lions skipper Jonathan Brown were recognized

by fellow AFL players when Brown was selected by his peers as the AFL’s Best Captain for 2009.

Brown added the Best Captain title to his numerous career accolades including 2008 AFLPA Most Courageous Player, two times Best and Fairest, all-Australian and three times Premiership winner.

Presented by Red Bull Energy Drink, the Best Captain Award has previously been received by Tom Harley, Michael Voss and Wayne Carey, amongst others.

2009 BEST CAPTAIN

Jonathan Brown Brisbane Lions 168Chris Judd Carlton 136Brett Kirk Sydney 111Nick Riewoldt St Kilda 91

Congratulations to St Kilda’s Max Hudghton who was awarded the Education

and Training Excellence Award. Max has combined football with his passion for the building industry having completed his Diploma of Building and certificates in business management and building registration. In 2002 Max started his own company Maxton Constructions Pty Ltd.

Presented by Open Universities Australia, the Education Excellence Training Award has previously been awarded to Peter Bell, James Clement and Brett Burton amongst others.

The Age writer, Emma Quayle was awarded the Grant Hattam Award for

Excellence in Football Journalism for her story ‘A street named desire,’ the story of AFL draftees Nick Naitanui, Chris Yarran and Michael Walters who all grew up on the same street in Perth.

Dane SwanHeralD Sun Player of tHe year

Daniel ricHBeSt firSt

year Player

Joel SelwooDroBert roSe

awarD for MoSt

courageouS Player

JonatHan Brown BeSt caPtain

Max HuDgHtoneDucation & training excellence

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eMMa Quaylegrant HattaM

awarD for excellence

in footBall JournaliSM

Congratulations to Geelong dynamo Joel Selwood who was voted by players

as the competitions Most Courageous Player in 2009.The young Geelong player’s star continues to rise with Selwood also enjoying a top five finish in the 2009 Most Valuable Player Award.Presented by AMP, Selwood received the votes of 248 fellow players for the much desired award, ahead of Sydney warrior Brett Kirk (132) and the universally respected Saint Lenny Hayes on 91

2009 MOST COURAGEOUS

Joel Selwood Geelong 248Brett Kirk Sydney 132Lenny Hayes St Kilda 91

MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP

11EDITION 56, OCTOBER 2009

MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP MVP

Nor should it be surprising that the call to return to the club where it all began was too strong for this loyal team man to resist.

Tony Jewell got one thing right with Richmond’s five selections in the 1987 National Draft, and it certainly wasn’t Richard Lounder as the prized number one choice.

T.J took a kid from country Victorian with pick 13 who, like Lounder, played just four games for the Tiges while two other selections netted a combined zero appearances in the yellow and black.

The saving grace came with pick 27, Brendon Gale, Burnie Hawks Tasmania.

The big ruckman played the first of 244 games in round one 1990, by which time he had already been Richmond’s player delegate for 12 months.

“I remember thinking the new bloke said he’d been studying law so I suggested he get into player politics and take over because I was happy to hand the job over,” recalls former teammate Brendan Bower.

“I think there was also a bit of everyone else taking a step back when a volunteer was asked to step forward but, hey, I’ll claim it as a masterstroke.”

Gale’s second coming at Richmond is certainly a heavy loss for the PA as his record demonstrates.

Brendon spent a total of six years as the Tigers delegate before joining the executive committee in 1995, then becoming President in 2000 until his retirement at the end of 2003.

In July 2004 B. Gale became General Manager - Operations and that same November completed the set by replacing Rob Kerr as Chief Executive Officer.

Few athletes in Australia have been as committed to the rights, welfare and well being of their fellow players as Brendon Gale.

To quote AFLPA President Joel Bowden: “Brendon has been a wonderful servant of the AFLPA providing tremendous leadership, integrity, tenacity and dedication”.

So how will his reign be remembered?Well, Brendon didn’t exactly direct a gale force wind at the sails of the

AFL and its Commission - he is far too smart for that - but he certainly ensured that a constant nor - nor wester beat down on the good ship Demetriou.

“Brendon Gale is one of the most respected people across the football industry,” the league boss says of his adversary.

“In all my dealings with him, and particularly when negotiating with him across the table as the head of the AFLPA, he has always been driven by the best interests and the welfare of the game.

“He has been committed to improving the support for players, as they enter the pressure-cooker environment that is the AFL, and has worked relentlessly towards ensuring that every player can leave the game having improved themselves,” Demetriou said.

The PA has developed a more powerful and more respected voice in all matters football in the last five years and the players’ decision to subject themselves to unprecedented levels of public scrutiny is the greatest example of this shift.

We in the media were lining up to expose the flaws in the Illicit Drugs Policy before it got off the ground and there is no doubt that the ‘name and shame’ versus ‘education and rehabilitation’ debate remains a contentious one. If it wasn’t for the leadership of Brendon Gale however, the policy would probably never have been enacted and it certainly took a strong will and staunch belief to ensure its survival through ‘medical records in the gutter-gate’.

It’s fair to say that most times the AFLPA makes news the rank and file fan adopts a negative “here they go again, after more money” approach. That’s why among the victories the PA has scored with Brendon Gale as CEO a greater understanding of players’ rights within the toughest judiciary in the land – the court of public opinion – will be a strong part of his legacy.

It must also be mentioned that Brendon’s animated eyebrows will also form part of that legacy. Apart from our robust discussion on 1116 SEN each week, I’ll definitely miss the regulation text message goading me to “stop staring at his eyebrows Maxi, I know they have a life of their own but come on let them be”.

So as Brendon returns to search for that elusive flag at Punt Road, the last word on his reign falls to President Bowden.

“Benny played with enormous passion and left everything out in the middle and everyone at Richmond loved him for it,” Joel said.

“I know going up in the ruck on behalf of every player from every club left him more battered and bruised and I speak on behalf of them all when I say thanks mate, your devotion and commitment to the cause will be valued here for generations to come.”

FEATURE

WHEN YOU DISCOVER BRENDON GALE BECAME AN AFL PLAYERS’

ASSOCIATION CLUB DELEGATE BEFORE HE’D EVEN OFFICIALLY BECOME AN AFL PLAYER, IT IS NOT AT ALL

SURPRISING HE WOULD GO ONTO LEAD THE ORGANISATION.

Brendon Gale is one of the most respected people across the football industry“ “


Farewell Mark Doran


PLAYERSPAST

In addition to a sterling on-field career which included winning the 1958

Brownlow Medal, 175 VFL games and captaincy of the St Kilda Football club, Neil also enjoyed a twenty year career with the iconic ‘World of Sport’ Channel 7 TV program.

Over his twenty years with the much loved ‘World of Sport’, Neil would join the greats of the program including Ron Casey, Bob Davis, Jack Dyer, ‘Uncle Doug’ and the inimitable Lou Richards, every week at Lou’s Phoenix Hotel to create and develop that special mix of mayhem and unforgettable moments that made World of Sport so special.

But it was his work with young people as a PE and art teacher that kept Roberts’ feet firmly on the ground.

“I found working with kids in schools to be a great leveller and something that helped me set my course for the future.”

And in an age which often sees the flimsiest of lightweight celebrities being viewed as role models, Neil Roberts points to two men of substance as his own personal idols.

Neil’s heroes, in cricketer Keith Miller and Antarctic pioneer Dr Phillip Law might appear on first blush to be poles apart. But on closer inspection they share a common attribute. A deep thirst for adventure.

Keith Miller, the ultimate bon vivant, crammed much into his life from flying fighter planes over Germany during World II, to being Australia’s finest ever Test cricket all-rounder. Miller was a man who made every moment count whilst maintaining a healthy sense of perspective.

Famously once asked by British TV talk show host Michael Parkinson how he dealt with pressure on the cricket field,Miller replied: “Pressure is a Messerschmitt up your arse.”

Contrast this with eminent Australian scientist Dr Philip Law whose deep passion for science and the icy southern continent saw him make twenty eight trips to Antarctica, mapping the Antarctic coastline with colleagues.

Both men, whilst different in many ways, were risk taking adventurers.

For Neil, taking risks and pursuing knowledge has always been important.

So following his decorated VFL career, Neil set off to pursue his interest in the icy continent when he applied for and was appointed to the position of Officer in Charge at Mawson Station, Antarctica.

The demanding and satisfying position, which Neil held over 1971 – 1973, was one that allowed him to express his strong sense of adventure but also test his capacity as a leader of men.

“Being in charge at Mawson was a real test. The trick was to not show any favouritism towards any of the staff. The great John Kennedy told me that leaders should never show favouritism so that was good enough for me,” Roberts said.

But Neil Roberts has always had a clear definition of success.

“The key things for me revolve around education, leadership and being prepared to take risks. You should always have a thirst for knowledge, stick to your principles, maintain your sense of humour and always be sociable and honest.”

And through his Antarctic experience, Neil developed a new passion, a devotion to the albatross, an endangered species with deep totemic qualities for Roberts.

He becomes animated when talking about the remarkable bird whose wingspan measures almost 3.5 metres.

“The albatross spends twenty two years at sea before they breed. They’re a bit like a cow with a cup of tea when they take off and they are so trusting of humans. But the entire health of our oceans is reflected in the health of the albatross. It is the key bird in the ocean.”

An accomplished artist, Neil has donated many of his paintings and his time to charity events to raise money towards saving the albatross whose numbers have been severely affected by legal and illegal fishing practices.

“Over 100,000 albatrosses die ever year, mainly as victims of the fishing trade. To help change this, we’ve worked with fishermen and the industry, educating the trawler captains, to develop a number of measures to help the albatross”

Neil’s life has always been about tackling unchartered waters and broadening his horizons. Although his AFL career has played a major part, it has only been one aspect of a diverse, colourful and fulfilling adventure.

Art, Antarctica & Albatrosses

Art, Antarctica & Albatrosses

FORMER ST KILDA CHAMPION NEIL ROBERTS IS WELL KNOWN AS AN ACCOMPLISHED AND SUCCESSFUL SPORTSMAN.

Jason Murnane

Neil’s life has always been about tackling

unchartered waters and broadening his horizons

F inAncEWhERE ARE ThEy noW

As our great game of AFL Football becomes faster and players become fitter and stronger the need to implement both an offensive and

defensive strategy with your finances has never been more paramount.Most of us have no problem with the offensive strategy – we are

well drilled by financial mentors to implement an investment strategy as soon as we possibly can because the financial rewards of playing have a very limited timeline. But have you ever stopped and thought about what would happen if these financial rewards were taken away from us due to illness or injury? The end result may mean you are unable to work in any job in the short term and in the worst case scenario, forever.

The above scenario relates to the defensive side of the equation – or more specifically the insurance side of our finances.

The question of “how much insurance cover do I require?” is a very popular one we get asked often AFL Footballers. When deciding your requirement level you need to ask yourself these two questions:

Who am I responsible for? What am I responsible for?

The Who may be just you, or it may be you, your partner and your children.

While the What could be items such as replacement of your income, your mortgage or an investment property loan.

Major types of personal insurance cover include: Death or Life Cover Total & Permanent Disability (TPD) Cover Trauma Cover

As a member of the AFLPA & AFL Industry Superannuation Plan all players’ are given a default level of both Death and Total & Permanent Disability insurance. The current default level for both types of cover is $200,000. The level of Death cover can be raised to suit your personal situation however the TPD cover is restricted to a maximum of $200,000.

Due to your profession as an AFL Footballer, certain restrictions are placed on your ability to obtain full TPD cover. The cover granted to players inside their AFLPA & AFL Industry Superannuation Plan is a restricted TPD version that covers members for Activities of Daily Living (ADL) TPD cover.

TPD (ADL) covers you should you be unable to perform activities of day to day living. The Activities of Daily Living benefit is fully explained in the AMP SignatureSuper Product Disclosure Statement. Please refer to the Product Disclosure Statement for further information.

Trauma cover can only be held privately and can not be held inside the superannuation environment.

Members of the AFLPA & AFL Industry Superannuation Plan are offered a Specialist Insurance Advice Package through the Member Benefits Program. A 50% discounted service is offered only to plan members and provides a personalised insurance recommendation based on your situation and needs.

wHere are tHey now?LachLan McKinnon - EssEndon FootbaLL cLub

Braden Stokes

How MucH inSurance cover Do i neeD?

tHe offenSive & DefenSive StrategyBrad Wira & Matthew Burton

For more information regarding the Specialist Insurance Advice Package, please contact the AFLPA Superannuation Advisor in your state;

Matthew Burton (Victoria, New South Wales & Queensland)W: (03) 9621 1800 E- mail : [email protected]

Brad Wira (Western Australia & South Australia)M: 0417 368 454 W: (08) 9481 5222 E-mail: [email protected]

In considering any insurance product, players are advised to read the Product Disclosure Statement and seek independent professional advice.


Not many former VFL/AFL players get the opportunity to try their hand at another elite sport once their playing career draws to a close but

that’s exactly what former Essendon rookie Lachlan McKinnon now faces. The former ruck prospect endured a frustrating run of shoulder and knee injuries after his selection with the 4th pick in the 2006 Rookie Draft. Now an AIS rowing scholarship holder, McKinnon aims to represent Australia at the London Olympics in 2012.

What motivated you to turn to rowing after your delisting?I was delisted by Essendon at the end of the 2007 season and decided to recuperate from recent surgery (shoulder and knee) before embarking on a season in the VFL with the Werribee Tigers. However, after a solid first half to the season I badly dislocated my shoulder in a game which was essentially the last straw - all I wanted to do was play the game I loved but injuries continued to prevent me from doing so. From here I decided my future in sport lay elsewhere.

I had learnt how to row at Scotch College and continued to row at Melbourne High School in my senior years, but decided to give the sport away as the lure of playing AFL football was very strong.

What are your goals with rowing?My goal is ultimately to row for Australia at the London 2012 Olympic Games. I was fortunate enough to be offered an opportunity to train at the Australian Institute of Sport at the beginning of the year to fast track my development. I am working under the tutelage of Olympic gold medal-winning coaches Rhett Ayliffe and Noel Donaldson and although I am getting better by the day there is still a long way to go before I wear the green and gold internationally.

How different has the training/preparation been between AFL and elite rowing?We train on a two-week cycle where we get every second Sunday off to recover. Rowing training generally consists of 14-15 sessions a week, broken up into 7 on-water sessions to work on aerobic/anaerobic capacity and technical skills, 3 weight sessions focusing on power lifting, squats and upper body work, along with various cross-training sessions using the road bike, pool and ergometer.

One of the differences between the sports is the preparation and training during the season. I thought I understood what it meant to be a professional athlete at an AFL club but my knowledge and awareness of both physical and mental training has increased dramatically since turning to rowing.

Is there anything you have learnt from your time in the AFL system that has helped with your transition into rowing?Spending time in the AFL system has definitely helped me in my rowing pursuits. Through the words of wisdom of Kevin Sheedy, John Quinn and Matthew Knights I learnt about professionalism in sport. Training alongside the likes of James Hird, Matthew Lloyd and others taught me about passion and commitment to a cause.

How would you summarise your time “ in the AFL system?In the two years I was at Essendon I spent an entire season on the sidelines with a shoulder injury, had one of the most amazing experiences of my life being part of a community camp to the remote indigenous communities in the far north of Australia as well as taking part in the Indigenous All-Stars game, training and playing alongside some of my football idols and unfortunately experiencing major injuries again. I will never forget the elated feeling of being drafted nor the heavy heart of being delisted. I understand now that the AFL is not just a sport but a business and when one person falls there are many eager souls waiting in the wings to fill the void.

Obviously injuries influenced the outcome of your AFL career, does this motivate you in your new sporting life?I am motivated to achieve the highest accolades in rowing by a number of things. Initially it was the desire to prove people that doubted my ability to return from such injuries wrong but I have since learnt that motivation should only come from within. I have always had a competitive urge to succeed at everything I put my mind to and this new sporting pursuit is no different.

Who is the best player you have seen or played with and why?Incredibly difficult to single out one particular player as the best I have seen or played with given everyone has their own individual talents to contribute. One player that showed me first hand what it truly meant to pull on the red and black and define courage was Adam Ramanauskas. The hurdles he faced in his turbulent AFL career would’ve stopped many lesser men in their tracks.

coMMUn i Ty DEVE LoPMEnT P LAyER DEVE LoPMEnT


What interested you in becoming an Accredited Player agent?

LAURA KEELE: I had been working within the player management industry for 12 months before becoming accredited. I really enjoyed my work and wanted to gain a recognized qualification in the field. Becoming accredited meant I would expand my knowledge of the AFL especially in the areas of player rules, regulations and the CBA. Being accredited adds another dimension to my role at Essentially/Athletes1.

LUCY MILLS: Growing up, I loved playing sport and was always keen to somehow combine this interest with my career and work in the sporting industry. With this in mind, I undertook the Commerce/Sports Management course at Deakin University and it was there, in 2002, that I completed a placement subject with Connors Sports Management. I was really fortunate that it lead to part time employment during my final 2 years of study. This led to a full time position and from there it just evolved and was a natural progression to getting my Accreditation in 2005.

JESSICA ROMANO: Becoming accredited was an opportunity for me to improve my skills in the industry and further develop my knowledge to help me carry out my role in assisting our players to achieve their goals.

Most enjoyable aspects of the role?

LAURA: Every day is different, which keeps my job exciting and enjoyable. I get to work with a lot of great people in a number of different industries.

LUCY: I’m really lucky that I work in such a diverse and varied role and as my experience has broadened over the years, so have the challenges. I like to “push myself” professionally, so I really feel that my role is constantly evolving into areas ranging from negotiating player contracts and endorsement agreements through to liaising with stock brokers on a player’s behalf. Another hugely enjoyable aspect for me is that it is really “hands-on” and I love the client contact and interaction.

JESSICA: Being a part of and seeing my clients succeed and achieve their aspirations.

Most challenging aspects of the role?

LAURA: I think early on the most challenging part of my role is gaining respect in the industry, especially in the area of contract negotiation. Often you will find that agents have previously played at the elite level –

this stereo type is something that I am happy to dispel. I feel that I offer a difference of opinion and level of experience that often gives my clients a different perspective.

LUCY: It’s always difficult to deal with players getting delisted and reaching the end of their careers, particularly when it’s not their choice. Being on call 24/7 can have its moments!

JESSICA: AFL is a forever changing environment, so keeping up to date with all the rules and regulations can be tough!

“Bonuses” of the role?

LAURA: I have always grown up watching, playing and socialising in sport. This role allows me to continue doing these things – and I get paid! Another bonus is the opportunities I get to associate/network with key people and cliental in various industries.

LUCY: Being involved in such an exciting and changing industry (AFL) and working with some great people

JESSICA: The opportunity to meet and learn from many interesting people. To work in an exciting industry and to contribute to making Top Dog Management a better company.

What attributes do you think female agents bring to the role (that men don’t necessarily have?)

LAURA: I think, generally speaking, females are more patient than males. We also look at situations differently, having a female point of view I think helps balance our company and the decisions and directions we take. I am also told I am more compassionate than the boys.

LUCY: I think I approach certain situations from a different perspective and working in such a male dominated industry, this can be an advantage. When its required, a caring, softer approach can sometimes make all the difference. It’s great to give an opinion from a female standpoint that was not previously considered and have it valued and appreciated. Also women are the ultimate multi-taskers.

JESSICA: I don’t really weigh into the gender debate. I think the success of an agent is about the person not the sex and how much support they can provide their players.

i n f o r M c H at S w i t H t H r e efeM ale agentS

Jason Murnane

WITH THE GROWTH IN THE NUMBER OF FEMALE ACCREDITED PLAYER AGENTS, INFORM CHATS WITH THREE AFLPA ACCREDITED PLAYERS AGENTS, LAURA KEELE

(ESSENTIALLY GROUP), LUCY MILLS (CONNOR SPORTS MANAGEMENT) AND JESSICA ROMANO (TOP DOG) ABOUT THEIR ExPERIENCES.

Tough and uncompromising, AFLPA Executive member Luke Ball continues to carve out an impressive career. Known for his leadership and ability to win the contested ball, Ball is highly

respected throughout football circles.Now into his third season as an Executive member, Ball is supported by Jason Blake

and Matt Maguire as the voice of the AFLPA down at Moorabbin.

On my time as an Executive member: It has been a great privilege to be an executive member of the AFLPA - one that admittedly I didn’t quite realise when I first took on the role. I have been able to witness first hand the exceptional way in which the AFLPA represents and supports all of its members in a wide range of areas; as well as having some direct input into some of the issues faced by the collective player group. It has been great for me to get a closer look at the PA as beforehand I probably took a lot of the PA’s work and support for granted (unfortunately I think a lot of players - more through lack of knowledge - still do). Having said that the PA is clearly going from strength to strength as an organisation, and this strength and influence will continue to grow as more and more players across the league buy into and support what we feel strongly about.

On my career outside of football: Life outside of football is something that clubs, with the support of the PA, are driving more and more these days. With footy taking up a huge amount of time if not physically but mentally as well, no doubt it is important to have some sort of release away from the game to help manage yourself through a long year and to avoid football burnout. For me it is part-time study at Monash University (Bachelor of Commerce). Whilst this is certainly not the most exciting thing and at times can be difficult to find motivation for, sitting in classroom for 4-5 hours a week and thinking about something completely different than football has its benefits both in the short-term, and hopefully the long-term as well. It certainly makes you look forward to going to training a lot more!

On mentoring young players: As you become more of a senior player at the club and more and more young players arrive I guess it is important to remember back to when you yourself were young and new to the club and the thoughts and feelings that you experienced; and subsequently being empathic to what they are going through. Showing care and interest in their development or just how they are going is obviously important as a player is more likely to settle in and feel comfortable if they feel valued. It’s then I guess about leading by example and doing as you say, no good telling them one thing and doing another which breeds a lack of trust. Relating stories from your own experiences of role models/ people who helped you is always beneficial again providing your actions back up your words.

On travel: My favourite travel location to date would probably be Thailand. I’ve been there four or five times and just love the beaches, the weather, the food and the friendly people. My ideal holiday involves the beach and the sun (a bit of night-life helps) as well as some good food and Thailand seems to tick all these boxes.

leaDerSHiP lockerluke Ball St Kilda Football Club

The AFL Players’ Association congratulates Gary Ablett upon

being voted by his peers as recipient of the Leigh Matthews Trophy for Most Valuable Player

three times in succession.

Inform #56

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Transcript of Inform #56