A Word from the CEO and President…

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On behalf of the AFL Players’ Association (AFLPA) board and delegates, we would like to welcome you to the 2015 AFLPA Annual Report.

We would also like to acknowledge the Aboriginal and Torres Strait Islander people of Australia, the traditional owners of the land, and pay our respects to the Elders, both past and present, on which the lands we gathered throughout 2015.

In what was a season unfortunately dominated by off-field issues and tragedy, it was heart-warming to see our members and the wider AFL industry galvanise in support of each other, and in doing so remind us all of the goodness that exists within our great game.

While assisting our members through these difficult situations in 2015, the AFLPA also continued to provide a range of first class benefits, services and programs to assist all players in the game, as well as when transitioning out of the AFL system and during retirement.

2015 was a year that also involved intensive preparations for the upcoming 2016 Collective Bargaining Agreement negotiations. This is a major priority for the coming year and we are well placed to achieve strong outcomes for all players.

The Essendon Football Club anti-doping issue continued throughout 2015 with highs and lows via the successful outcome at the AFL Anti-Doping Tribunal hearing but followed by the appeal by WADA and another season being taken from the Essendon players due to this sorry saga.

2015 also saw our members take strong social leadership stances through our support of Adam Goodes and all indigenous players on the back of sustained booing directed towards the Sydney champion, as well as campaigns such as IDAHOT (International Day Against Homophobia and Transphobia), The Line which focused on violence against women and headspace YarnSafe which aimed to stimulate conversation about mental health issues among indigenous youths.

Looking forward to what will be a huge 2016, the AFLPA is dedicated to continuing to build player affinity and ensuring that we are delivering on all player needs.

Athletes associations can only be strong if they have the support of their members. Players are the people who put their bodies on the line week after week to deliver the game we all love, and each and every player has a critical role to play in the future success and strength of not only their own club, but of the industry.

We look forward to what’s ahead for the AFLPA in 2016 and making sure the voice of the playing group is not only heard, but respected and acted upon.

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Paul Marsh
AFL Players’ Association CEO

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Matthew Pavlich
AFL Players’ Association President

2015 BOARD & DELEGATES

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    MATTHEW PAVLICH

     Fremantle Dockers
    (President)

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    WILL MINSON

    Western Bulldogs

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    PATRICK DANGERFIELD

     Adelaide Crows

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    JIMMY BARTEL

    Geelong Cats

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    BRAD SEWELL

    Past Player

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    CHRIS DAWES

    Melbourne Demons

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    DREW PETRIE

    North Melbourne

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    LEIGH MONTAGNA

    St Kilda Saints

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    TED RICHARDS

    Sydney Swans

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    MURRAY BROWNE

    Past Player

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    PAUL MARSH

    AFL Players’ CEO

Delegates

Club DELEGATES

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    Adelaide Crows

    Andy Otten
    Sam Kerridge

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    Brisbane Lions

    Tom Rockliff
    Daniel Rich

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    Carlton Blues

    Sam Docherty
    Ed Curnow

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    Collingwood Magpies

    Tyson Goldsack
    Alan Toovey

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    Essendon Bombers

    David Myers
    Ben Howlett

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    Fremantle Dockers

    David Mundy
    Matt de Boer

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    Geelong Cats

    Tom Lonergan
    Daniel Menzel

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    Gold Coast Suns

    David Swallow
    Tom Lynch

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    Greater Western Sydney Giants

    Dylan Addison
    Phil Davis

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    Hawthorn Hawks

    Josh Gibson
    Isaac Smith

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    Melbourne Demons

    Lynden Dunn
    Tom McDonald

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    North Melbourne Kangaroos

    Andrew Swallow
    Jamie MacMillan

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    Port Adelaide Power

    Tom Jonas
    Jack Hombsch

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    Richmond Tigers

    Tyrone Vickery
    David Astbury

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    St Kilda Saints

    Farren Ray
    David Armitage

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    Sydney Swans

    Nick Smith
    Mike Pyke

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    West Coast Eagles

    Eric Mackenzie
    Luke Shuey

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    Western Bulldogs

    Easton Wood
    Jordan Roughead

We support players throughout their careers by negotiating exceptional workplace conditions and providing individualised personal
development, wellbeing and support programs, so that all players can lead healthy, prosperous lives during and post football.

PLAYER RELATIONS

1 CBA preparations in full swing with 10 key priorities identified, these include: receiving a fixed percentage share of revenue, balance/wellbeing issues and increased competitive balance

 

  Revised Illicit Drugs Policy with improvements made for player wellbeing

 

  Continuing review of Free Agency and Player Movement rules

 

  Inaugural Players and the Game Group established for a structured voice in the game, with one key player from each club involved

 

  Anti-Doping – Ongoing support for current and former Essendon players and Collingwood players

 

  The Agent Accreditation process saw the introduction of a two-day course followed by an entrance exam

 

  Ongoing concussion advocacy

 

  Development of minimum medical standards to be met by each of the AFL clubs and their medical officers

 

DIVERSITY

The MAX360 resource is the first of its kind, developed by the AFL Players’ Association to simplify how a player’s
AFL journey is tracked and how to maximise their growth across all areas of life during their time in the game.

The 360º perspective provides a bird’s-eye view not only across the relevant life domains; but also across opportunities available industry-wide.

17 clubs are now utilising MAX360 and over 50% of players currently have a written documented plan regarding their off-field development.

Consistently tracking player journeys…

To consider individual differences across these life domains…

While spotting relevant opportunities across these stakeholders…

INDUCTION CAMP

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players from all 18 AFL clubs attended the event

The annual two-day camp saw attendees briefed on a number of topics including the importance of wellbeing, career development, financial education, personal brand and respectful relationships, as well as rules around illicit drugs, match fixing and anti-doping.

EDUCATION AND TRAINING

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 in Education and Training Grants allocated to current and past players.

WELLBEING

The AFL Players’ Association delivers wellbeing services to build and enhance player wellbeing, resilience and life performance.

FINANCIAL SERVICES

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

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financial literacy workshops
delivered to players

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one-on-one meetings between
players and financial advisers

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We aim to continuously strengthen the AFLPA brand by developing exceptional member relationships built on trust.
We are respected for our voice and opinion and build strong relationships across the industry. We are actively positioning the AFLPA for the future.

PARTNERS

LICENSING

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     82 AFL PLAYERS WERE
    TRANSFORMED INTO
    AFL MICRO FIGURES
    AND SOLD IN COLES
    OUTLETS

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    MORE THAN 10 MILLION
    FOOTY CARDS WERE SOLD
    ACROSS THE CHAMPIONS
    AND HONOURS SERIES

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    MEMORABILIA SALES
    GENERATED MORE THAN
    $340,000 IN ROYALTIES
    FOR CURRENT AND
    PAST PLAYERS

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    GAME CARD PACKETS
    AND ALBUMS REPRESENTED
    OVER $8 MILLION
    IN RETAIL SALES
    WITH OVER 2 MILLION
    PACKETS SOLD

EVENTS

The AFL Players’ Association held a number of key events throughout 2015, including the
AFL Players’ Association MVP Awards, Season Launch and Madden Medal.

DIGITAL

The official AFL Players’ digital channels experienced significant growth throughout 2015.

The 22Under22 concept was created by the AFL Players’ Association in 2013 to recognise the next generation of elite talent in the AFL.
It is the only recognised fan-voted award, honouring the best 22 AFL players under the age of 22.

MORE TOTAL APP VISITORS IN 2015 COMPARED TO 2014

INCREASE IN TOTAL ENTRIES
FROM YEAR ONE TO YEAR THREE

IN 2015, USERS IN 30
DIFFERENT COUNTRIES
ACCESSED THE #22UNDER22
CAMPAIGN

CLICK HERE TO SEE THE 2015 22UNDER22 TEAM

SOCIAL LEADERSHIP

AFL players put their support and profile behind a number of very important causes throughout the year.

LADDER

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Mark-Bolton

Mark Bolton
Former Ladder CEO

Elisabeth-Tuckey

Elisabeth Tuckey
Ladder CEO

MEDIA COVERAGE

FINANCE

We aim to develop and retain exceptional people who are aligned with our values of the AFLPA. We provide a culture which is progressive, inclusive and which maximises the capability and commitment of our employees.