| Full name | AFL Players Association |
|---|---|
| Founded | 1974 |
| Country | Australia |
| Key people | Luke Power, President Matthew Finnis, CEO |
| Office location | Melbourne, Victoria. |
| Website | www.aflpa.com.au |
The AFL Players Association, or AFLPA, is the representative body for all current and past professional Australian Football League players.
The AFLPA promotes and protects its members through initiatives including workplace relations and advocacy, career development and various community events.
Players welfare is the primary function of AFLPA, and it aims to ensure the sustainability and integrity of the game by investing in the personal development of past, present and future AFL footballers.
Established in its current from in 1974, the AFL Players Association provides a means for the AFL and Clubs to consult with players, and as a lobbying group for players, in the making and implementation of rules and other issues affecting AFL players.
The current CEO of the AFLPA is Matthew Finnis.
The formation of a representative body for Victorian Football League (VFL) players was first attempted in 1955. The VFL successfully opposed the registration [7] of this body and the fledgling union was disbanded.
The AFLPA in its current form was established in 1974 at the behest of players Geoff Pryor (Essendon), Gareth Andrews (Geelong), Des Meagher (Hawthorn) and David McKay (Carlton). In 1979, the association appointed three key positions to lead the organisation:
At this point, the only source of funding was the annual $35 membership fee.
In late 1980, the VFL withdrew recognition of the AFLPA, effectively leaving the players without a negotiating body.
In 1981, a pre-season match between Essendon and Fitzroy was threatened with strike action by the association over the VFL’s non-recognition of the body. The VFL halted the proposed strike by agreeing to recognise the association as the negotiating body for all players [8].
Peter Allen
In 1984, Bryan Roberts resigned. Len Coysh left one year later. Peter Allen remained to run the association and stayed committed to the cause for two decades before resigning to head the AFL Coaches Association until his death in June 2007 [9].
By 1990, the VFL had renamed itself the Australian Football League (AFL). The AFLPA followed suit, and signed its first Collective Bargaining Agreement (CBA) in tumultuous circumstances, as it worked through the negotiation process with the AFL. The CBA was eventually finalised and called a Deed of Agreement.
In July 1992, the AFLPA negotiated a new CBA, which included a minimum salary of $7,500, minimum payments of $750 per senior game, and $250 for a reserves game. This signified the start of what was to be a key feature of AFLPA's function.
The AFL withdrew recognition of the association in January 1993, prompting a historic meeting of players at the Radisson Hotel in Melbourne.
The AFL had informed players that the standard contract would no longer exist and that all contracts would be negotiated individually between the clubs and the players. The players again threatened strike action.
In March 1993, the AFL and AFLPA appeared before the Australian Industrial Relations Commission (AIRC). At this hearing it was determined that a dispute between the parties did exist and that the AIRC had jurisdiction to determine an Award. The AFL and AFLPA were instructed by the AIRC to attempt negotiations away from the AIRC environment. These negotiations led to the CBA of 1994-1995.
In 1995, negotiations began on a new Collective Bargaining Agreement. The new CBA period was from 1 November 1995 to 31 October 1998 and increased minimum salaries for season 1996 to $15,000 and match payments to $1,000 per senior game. These payments further increased to $20,000 and $1,500 in 1997, and $20,680 and $1,550 in 1998 respectively. The players gained an increase in the share of revenue from marketing activities and an increase in injury and illness benefits.
By this time, 99 per cent of all AFL players were members of the association.
In 1998, the association underwent significant change. Long-serving president Justin Madden retired from football, and Fremantle’s Peter Mann took over the presidency. Peter Allen resigned as CEO after a twenty year involvement. Former North Melbourne and Hawthorn player, Andrew Demetriou, was appointed as the new CEO.
Former North Melbourne and Hawthorn player, Andrew Demetriou, was appointed as the new CEO. The new administration set about examining the views and wishes of players so that they could negotiate a new CBA (1998–2003) with the AFL.
The new administration set about examining the views and wishes of players so that they could negotiate a new CBA (1998–2003) with the AFL. The association developed a statement of purposes and objectives to assist with CBA negotiations. An advisory board of industry leaders was also assembled to direct the association into the future.
The new objectives and purposes focused on the need to enhance the game of Australian football and ensure that players played a strong role in the development of the game, received fair terms and conditions, and were apportioned an equitable share of revenue.
Through player feedback the association was able to identify the following key areas as its chart for the future:
In 1998, the AFLPA achieved a membership of 100 per cent for the first time in its history.
In late 2006, the AFLPA opened up a new membership category allowing past VFL / AFL players to become members of the AFLPA.
When Andrew Demetriou left the AFLPA to join the AFL, Dr Robert Kerr became AFLPA CEO, taking up the position in June 2000. Previously, Rob had been the AFLPA's Executive Director (Player Development). A significant focus for the AFLPA at this time was to implement the player support programs and ensure that the shift to full-time professionalism was balanced by efforts to prepare players for life after football.
In 2003, a new CBA was negotiated between the AFLPA and the AFL. The key principles for the Collective Bargaining Agreement (2003–2008) reflected a responsible attempt to balance the interests of the players with the realities facing the competition.
In 2004, Brendon Gale took over from Peter Mann as General Manager (Football).
Following that, CEO Dr Robert Kerr announced his resignation to the AFLPA Executive Committee after five years of service. Former Richmond player, AFLPA President and AFLPA General Manager (Football) Brendon Gale then took over the role as AFLPA CEO.
In 13 October 2009, Matthew Finnis was named AFLPA Chief Executive Officer, replacing Brendon Gale who resigned from the position to become Chief Executive Officer at the Richmond Football Club.
Matthew is a former sports lawyer sports with Lander & Rogers, advising sport and recreation organisations on insurance requirements, risk management and associated liability issues. In addition to that, he was the Sponsorship Services Manager for the "SunSmart" and "Quit" campaigns following his work as a sporting administrator in basketball, sailing and surf lifesaving.
In 2005, AFLPA moved all services provided under the Player Development Program in-house, employing experts in the fields of education, player welfare and career transition.
In 2006, a new Collective Bargaining Agreement (2007–2011) was negotiated with the AFL. The key principles of the five year agreement focused on delivering stability and opportunity, ahead of a crucial period where the game will push for unprecedented national growth.
The AFLPA organised an Induction Camp on 10 January 2010 to introduce new draftees into the AFL system. The two-day event, held at the Melbourne Cricket Ground (MCG), was attended by draftees from each of the 17 AFL teams including newly formed Gold Coast Suns. Some of the topics covered were:
In 2000, AFLPA created the AFLPA Indigenous Camp to support indigenous players and increase their profiles as good role models. The AFLPA Indigenous Camp has since been held biennually. It has been held at:
| Year | Location |
|---|---|
| 2000 | Melbourne (Victoria) |
| 2002 | Uluru (Northern Territory) |
| 2004 | Broome (Western Australia) |
| 2006 | Townsville (Queensland) |
| 2009 | Darwin (Northern Territory) |
| 2011 | Redfern (New South Wales) |
The Camp consists of a variety of workshops that includes:
Upon completion of the Camp, the All-Stars Indigenous team play against an AFL club in an exhibition game. The All-Stars have played Carlton (2003), Western Bulldogs (2005) and Essendon (2007). The 2011 team featured a star studded line-up of the AFL’s top Indigenous players including Indigenous All-Stars captain and Sydney Swans co-captain Adam Goodes, Hawthorn’s Lance Franklin and Cyril Rioli, Melbourne’s Liam Jurrah and new draftees including Curtly Hampton from the GWS Giants and recently named Gold Coast Suns recruit Harley Bennell. Due to unsuitable playing conditions being brought on by heavy rain and Cyclone Yasi, the 2011 team was unable to play against Richmond despite having the match moved from TIO Stadium in Darwin to Traeger Park Oval in Alice Springs[1][2].
The AFLPA Most Valuable Player Awards is an annual event recognising excellence in players by players. Winners of the Leigh Matthews trophy is selected by peers through a voting system. Past winners include Andrew McLeod (2001), Ben Cousins (2005), three-time winner Gary Ablett (2007, 2008 and 2009) and Dane Swan (2010)
Named in honour of former AFL Players Associations Presidents and champion Essendon and Carlton players, Simon Madden and Justin Madden, the Madden Medal recognises outstanding achievement on and off the field by an AFL player over the entire course of his career.
The AFLPA launched the Madden Medal in 2007 to annually recognise the achievements and contributions of retiring AFL players through four award categories: Football Achievement Award, Personal Development Award, Community Spirit Award and the top accolade, the Madden Medal.
The most recent winner of the Madden Medal is retired Swans captain, Brett Kirk(2010).
The government organization, Ausports[3] pushes the agenda of athletes being well-balanced in sport and education as a way to prepare for the possibility of early retirement. To address this issue, the AFLPA worked together with Open Universities Australia(OUA) in 2001 to form a three-year sponsorship agreement that will ensure current and past AFL players receive support in continuing education. St Kilda champion Nick Dal Santo was appointed ambassador for the partnership. Together with football legend David Parkin, OUA General Manager Cratis Hippocrates and AFL Players Association (AFLPA) CEO Matt Finnis, Nick launched the sponsorship at the MCG[4]. Nick said in an interview that he values education and that it is important to invest in education while he is playing footy.[5]
Benefits of the agreement:
The Elite Athlete Friendly University program (EAFU) was another measure put in by the AFLPA to encourage footballers to stay in tertiary level study while pursuing a full-time sporting career. The EAFU consists a network of forty universities across Australia, providing athletes, including footballers, a supportive and accommodating environment which recognises the challenges they face when combining professional sport with study. This has resulted in an increase in the number of footballers undertaking tertiary study.
As an active participant in the EAFU program, The University of New South Wales (UNSW) has a number of Sydney Swans players on its books. Swans players Ted Richards, Dan Hannebery, Daniel Currie, Josh Kennedy and Nick Smith are all enrolled at the UNSW studying towards Bachelor Degrees in Economics (Smith and Hannebery), Commerce (Richards and Kennedy) and Health and Exercise Science (Currie).
Started in 2001, the Mike Fitzpatrick Scholarship named after Carlton premiership Captain and AFL Chairman Mike Fitzpatrick, awards young players who have shown a combination of football & academic excellence[6].
In partnership with the AFL and AFL Players Association (AFLPA), beyondblue developed and delivered a depression-awareness program within the AFL. Key elements of this program included:
In 2005, the Illicit Drug policy[9][10] was introduced to support the Anti-Doping Code, introduced in 1995, that governed AFL players. The voluntary code, which test players for illicit drug use out of the competition, aims at reinforcing players as healthy elite sportsmen and to prevent the sport from falling into disrepute. The code is further strengthened by AFL players volunteers who have agreed to a trial of holiday hair testing for illicit drugs- a first in the international sports industry. While all Australian sports are subject to in-competition testing, the AFL is one of only three sports in Australia- the other two being cricket[7] and rugby[11]- that conducts out-of-competition testing[12]. Although the code has drawn criticism from the Federal Government for its three-strikes policy[13], it received commendations from others citing it as a "prospect of rehabilitation and caters for medical confidentiality"[14]
In 2010, the AFLPA supported Anthony Rock with his Accelerate program which provided a unique opportunity for 20 young men rejected by the AFL draft the first time around by putting together an infrastructure of expertise in a bid to keep the game’s most talented second-tier players from 18 to 23 in the correct physical and emotional state to win a second chance. In partnership with sports consulting group Infront, three major sponsors and the AFLPA's support, Rock was able to set up partnerships with seven VFL clubs and is working with 20 footballers hoping to be drafted[15].
The AFLPA is involved in a number of initiatives including national campaigns and on-going projects that serves to benefit the community. Here are some examples of previous campaigns:
| Campaign | What it is about |
|---|---|
| YSAS- AFL House | In 2007, AFLPA and the State Government Office of Housing engaged Youth Substance Abuse Service(YSAS), a not for profit organisation, to research and design a model of service delivery for a housing and personal development program for homeless young people. The service was to be administered by an experienced non-government organisation and conducted in cooperation with the AFLPA. |
| Ladder | In 2007, AFLPA and AFL Foundation came together to tackle the issue of youth homelessness. Through projects in Victoria and South Australia, Ladder was able to offer support and housing to over 40 homeless youth in self contained accommodation. Ladder continues to receive support by the greater football community, the government and private organisations. |
| Just Think | In 2009, AFLPA launched the ‘Just Think’ campaign, with the support of the Australian Government, aimed at Australian youth to tackle alcohol fuelled street violence. A widely publiced advertising campaign running throughout the AFL 2009 Finals brought together 8 AFL Captains. |
| Zaidee's Rainbow Foundation | In February 2009, the AFLPA showed support for the not-for-profit organisation, Zaidee, by raising awareness of the importance of supporting organ and tissue donation. In a match in Darwin, the Indigenous All-Stars, including Captain Andrew McLeod, wore Zaidee's rainbow shoelaces[16]. |
In early 2010, the AFLPA and AFL came to an agreement which will see the introduction of Free Agency following the 2012 season.
From the end of the 2012 season, any player who is delisted will automatically become a Free Agent, eligible to sign with any AFL Club [10]. Players who have 8 years with an AFL club will be eligible to become Free Agents when they are coming out of contract.
The introduction of Free Agency does not affect the salary cap, draft system, list sizes or revenue sharing.
The AFLPA wants the AFL to consider relocating games from Etihad Stadium[17][18][19] if the venue's surface does not improve, following complaints that the slippery grounds were a risk as players were "slipping over like B-grade amateurs".[20]
In an interview with the ABC[21], the interviewer said that the Etihad Stadium issue is "like the sore that keeps festering all the time", addressing to Matthew Finnis the importance of confronting and dealing with the issue. Matthew emphasized that "player welfare is our primary concern", and asserts AFLPA's ongoing commitment to represent its members.
The AFLPA represents its members in a number of high profile cases. These are a few examples:
| Player | Case | Outcome |
|---|---|---|
| Steven Baker | The AFLPA condemned the character slur made by the AFL's legal counsel, Andrew Tinney, SC, on St Kilda's Steven Baker during his AFL Tribunal hearing as inappropriate and irrelevant to his case.[22]. | Steven Baker was eventually handed a 12-week suspension[23] which was reduced to nine weeks in which the AFLPA viewed as still being too rigid as there were a lot of "grey areas" concerning the case[24].
In July 2010, the AFLPA held a AFL Players Association Forum with The Rub at Triple M to put forward the opinion that consistency is needed when the tribunal hands out suspension[25]. |
| Jason Akermanis | In May 2010, the AFLPA took a stand to the anti-gay comments[26] made by Jason Akermanis by telling the ABC[27] that his opinion is not reflective of the majority of the AFL community. | When Akermanis was eventually sacked[28] by the Western Bulldogs in July 2010, the AFLPA expressed their disappointment[29] that Akermanis, a Brownlow Medallist, was not given the opportunity to play in another finals campaign. |
| Andrew Lovett | St Kilda made a sudden decision to terminate Andrew while he was facing rape charges[30]. | The AFLPA questioned the legal right of the club to terminate Lovett under the circumstances and highlighted that "basic principles of fairness and due process" has to be applied before submitting to disciplinary action[31][32]. In March 2010, the AFLPA exoressed disappointment when a grievance tribunal coordinated by the AFL was boycotted by St Kilda[33]. |
| Gary Ablett | In April 2010, Gary's image was used without permission by the media. | The AFLPA defended Gary Ablett's right to ownership of his public image by requesting the Gold Coast Bulletin to publicly apologize for a unapproved digitally altered poster of the Geelong Football Club player[34][35]. |
| Nathan Bock | In August 2010, Nathan moved to Gold Coast Suns and became the subject of controversy. | The AFLPA expressed the need for rival clubs to support players such as Nathan Bock in his decision to move to Gold Coast Suns from Adelaide Crows as it encourgaed a healthy level of competitiveness in the game[36][37]. |
EXECUTIVE: Chief Executive Officer: Matt Finnis
FINANCE: General Manager - Finance & Administration: John Hogan
PLAYER DEVELOPMENT
| Role | Name |
|---|---|
| General Manager - Player Development | Steve Alessio |
| General Manager – Culture & Leadership | Dr Pippa Grange |
| Transition Services Manager | Brett Johnson |
| Career Development Manager | Claire Mitchell-Taverner |
| Project Manager - Career Transition | Rayden Tallis |
| Cory McGrath | Indigenous Program Manager |
| Matti Clements | Psychology Services Manager |
| Nadia Taib | Player Development Coordinator |
WORKPLACE RELATIONS & ADVOCACY
| Role | Name |
|---|---|
| General Manager – Player Relations | Ian Prendergast |
| Legal Services Consultant | Bernie Shinners |
| Player Relations Research Officer | Laura Sigal |
| Operations Coordinator | Braden Stokes |
LADDER:
| Role | Name |
|---|---|
| General Manager | Mark Bolton |
| VIC Mentoring Coordinator | Darren Burton |
| SA Ladder Project Manager | Andrew Crowell |
COMMUNICATIONS:
| Role | Name |
|---|---|
| Public Affairs Manager | Ben Hart |
| Communications Officer | Heath Evans |
EVENTS: Events Manager, Leanne French
| Name | Current AFL Club | Position |
|---|---|---|
| Brett Burton | Adelaide | President |
| Brad Sewell | Hawthorn | |
| Luke Ball | Collingwood | |
| Ashley Hansen | West Coast Eagles | |
| Adam Goodes | Sydney | |
| Matthew Pavlich | Fremantle | |
| Simon Madden | (retired) | Past Player Representative |
| Robert Murphy | Western Bulldogs | |
| Luke Power | Brisbane | |
| Drew Petrie | North Melbourne | |
| Matthew Finnis | AFLPA CEO |
ADELAIDE Ben Rutten / Brad Moran
BRISBANE Troy Selwood / Jonathan Brown
CARLTON Brad Fisher / Michael Jamison
COLLINGWOOD Harry O'Brien / Nathan Brown
ESSENDON Brent Stanton / Jason Winderlich
FREMANTLE Aaron Sandilands / Paul Duffield
GEELONG Jimmy Bartel / Joel Selwood
HAWTHORN Xavier Ellis
MELBOURNE Cameron Bruce / Matthew Warnock
NORTH MELBOURNE Andrew Swallow
PORT ADELAIDE Troy Chaplin / Domenic Cassisi
RICHMOND Daniel Jackson / Mitch Morton
ST KILDA Jason Blake / Leigh Montagna
SYDNEY Jude Bolton / Ted Richards
WESTERN BULLDOGS Daniel Giansiracusa / Will Minson
WEST COAST Brett Jones / Adam Selwood