A WORD FROM THE CEO AND PRESIDENT
On behalf of the AFL Players’ Association (AFLPA) Board and player delegates, we would like to welcome you to the 2016 AFLPA Annual Report.
Firstly, congratulations to the Western Bulldogs Football Club for its outstanding premiership victory and to Patrick Dangerfield for being voted the AFLPA Most Valuable Player in 2016 – two very popular winners.
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 whose land we gathered throughout 2016.
It was a crucial year for the AFLPA, with negotiations for the next Collective Bargaining Agreement (CBA) commencing on behalf of current, past and future AFL players. The key pillar of our CBA claim is to secure a partnership model with the AFL, where the players are recognised with a fair and reasonable share of the game’s revenue.
We look forward to continuing these negotiations and reaching agreement with the AFL in 2017.
The ‘PA also welcomed 218 female players into the Association and successfully negotiated their employment terms and conditions ahead of the inaugural AFL women’s season next year.
Whilst navigating through the CBA and AFLW negotiations, the AFLPA continued to provide a range of first class benefits, services and programs to assist all players in the game, as well as those transitioning out of the AFL system and into retirement.
The AFLPA also launched the AFL Players Care charity program, the Multicultural Players’ Advisory Board and the second edition of Many Stories, One Goal – Supporting Indigenous Footballers best practice guidelines.
AFL players continued to display social leadership through their support of Ladder and campaigns including Racism. It Stops With Me and Better Out Than In, an AFLPA mental health campaign that saw more than 1.7 million people view the personal stories of mental illness shared by AFL players.
Looking ahead, 2017 is expected to be another landmark year in the AFLPA’s history with the debut of the AFL Women’s League, the implementation of a new CBA and the bi-annual Indigenous Camp.
We look forward to again working closely with all of our members, past and present, and all industry stakeholders to continue to grow our great game
Paul Marsh
AFL Players’ Association CEO
Matthew Pavlich
AFL Players’ Association President
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| 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
COLLECTIVE BARGAINING AGREEMENT
Continued advancement of CBA claim.
AFL WOMENS
Negotiation of the AFLW Standard Player Contract and Ambassador Agreement on the principles of gender equality.
PLAYERS’ VISION
Development of Player Vision Paper encompassing views of entire playing group.
PLAYER SUPPORT
Individual support (contractual, legal and wellbeing) of 200+ players through regional managers and legal team.
CONCUSSION WORKING GROUP
Ongoing concussion advocacy, including establishment of the Australian Athletes’ Alliance Concussion Working Group.
ACCREDITED AGENTS
2016 BOARD & DELEGATES
Matthew Pavlich
President
Fremantle
Will Minson
Vice-President
Western Bulldogs
Rory Sloane
Adelaide
Patrick Dangerfield
Geelong
Jimmy Bartel
Geelong
Chris Dawes
Melbourne
Drew Petrie
North Melbourne
Leigh Montagna
St Kilda
Ted Richards
Sydney
Murray Browne
Past Player
Paul Marsh
CEO
DELEGATE DEVELOPMENT PROGRAM
Thirty players currently participating in a formal Delegate Development Program with four players completing a professional certificate (AFLPA Player Delegates).
DELEGATE PERFORMANCE
Outstanding delegate performance with 89% of players rating their delegates as good or higher.
DELEGATE ACTION PLAN
Formal delegate club action plans in place at 15 clubs.
DIRECTORS & DELEGATES CONFERENCE
More than 40 past and present players (inclusive of board members and delegates) attended a two-day conference to discuss key player issues.
DIVERSITY
AFL WOMEN’S
FEMALE MEMBERS
All 218 female became AFLPA members.
ADVISORY COMMITTEE
AFLPA launched inaugural Women’s Football Advisory Committee to advise on matters
relating to the AFLW.
AFLPA NEGOTIATIONS
AFLPA was recognised by AFL as negotiating on behalf of AFLW players.
CLICK HERE TO SEE MORE ABOUT THE AFLW PAY AND CONDITIONS
MAX360
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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 to help maximise their growth across all areas of life during their time in the game. | |
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The 360º perspective provides a bird’s-eye view not only across the relevant life domains, but also across opportunities available industry-wide. | |
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The AFL industry is embracing the philosophy of player development individualisation, evidenced by 17 clubs now utilising MAX360 and 66% of all players having off-field development action plans. This has increased from 33% of players in the first year of MAX360 in 2014 and 50% in 2015. |
INDUCTION CAMP
EDUCATION AND TRAINING
$
0
The final amount allocated to current and past players through Education and Training Grants.
MENTAL HEALTH & WELLBEING
0
clinical psychologists
make up the AFLPA National Psychology Network.
More than
0
wellbeing sessions
delivered to past and present players.
0
wellbeing workshops delivered within all AFL clubs.
FOUR
clubs were involved in the first year of the AFLPA Gambling Harm Prevention Program (in partnership with Deakin University).
WELLBEING PROJECTS
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$2.2 million in funding received from the Movember Foundation over past two years. | |
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Creation of mental fitness app informed by evidence-based wellbeing science and developed by players. | |
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Launching in the 2017 AFL season. |
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$450,000 project funded by beyondblue, via donation by the Movember foundation. $135,000 in funding received from beyondblue in 2016. | |
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Website, social media and publicity campaign aimed at reducing of stigma associated with anxiety, depression and suicide. | |
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1.7 million viewers have tuned in to the personal stories shared by past and present AFL players. |
EXECUTIVE CERTIFICATE IN PLAYER DEVELOPMENT
Topics covered in ‘Executive Certificate of Player Development’:
FINANCIAL SERVICES
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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. |
OUR VALUED PARTNERS
LICENSING IN 2016
AFL PLAYERS MOJI
The AFLPA, in partnership with StarMojis, created and launched Australia’s first dedicated sporting emoji app, AFL Players Moji.
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First licensed product to feature both male and female players. | |
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Featured 35 male players and eight female, across all AFL teams. |
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AFLPA EVENTS
The AFLPA organises and hosts a number of events throughout the year celebrating our current players and alumni network as well as the general public.
DIGITAL
The video content featured on aflplayers.com.au continued to grow in 2016.
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videos featured of player businesses | |
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videos featured players and their social interests | |
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videos promoted AFLPA partnerships | |
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videos were focused on football experiences. |
CLICK ON THE IMAGES TO WATCH THE VIDEOS
David Zaharakis’ visit to Edgar’s Mission
225% increase in average time on page
Steven Febey’s battle with mental illness
11,784 page impressions
Draft Day with Ben Crocker
9,931 page impressions
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In 2016, Marcus Bontempelli and Zach Merrett were named captain and vice-captain of the 22Under22 team, which is made up of the best 22 players aged 22 and under. | |
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The conversion rate of those visiting the voting platform and submitting a team increased to 23.18% in 2016, up from 15.88% in 2015. | |
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There was a 10% increase in total entries from 2015 to 2016 – 120% increase in total entries from year one to year four. | |
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In 2016, users in 71 countries accessed the #22Under22 campaign. |
2016 22Under22 Captain Marcus Bontempelli and Vice-Captain Zach Merrett.
AFL PLAYERS CARE
AFL Players Care is the players’ charity program which provides them with the opportunity to give back to charities and causes they are passionate about. $50 of each players’ match payment each week is contributed to the AFL Players Care fund.
*$37,800 has been kept in the AFL Players Care fund for further donations
Charities that received AFL Players’ Care donations:
LADDER
Ladder changes the lives of young people. That’s a very bold statement and an enormous responsibility.
For the past 10 years Ladder has supported hundreds of young people experiencing homelessness to get their lives back on track and create better futures for themselves. Futures full of possibility and optimism.
As the official charity of the AFL Players’ Association, with all players contributing money from each senior game they play to Ladder, you are already changing lives simply by playing a game of football. This figure donated is closely matched by the AFL. This industry-wide commitment has enabled Ladder to develop an innovative and comprehensive approach to working with and supporting young people who just need someone in their corner.
Ladder supports young people who are homeless or at risk of homelessness to develop the skills, resources and relationships they need to successfully transition to independent living. This is done through individual and group development programs with a focus on four key pillars: Health and Wellbeing; Education, Training and Employment; Community Connection, and Accommodation…
SINCE 2007, ALL AFL PLAYERS HAVE BEEN DONATING $25 PER GAME TO THE AFL PLAYERS’ OFFICIAL CHARITY PARTNER, LADDER, TO ASSIST IN TACKLING YOUTH HOMELESSNESS.
MEDIA COVERAGE
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| We aim to develop and retain exceptional people who are aligned with the values of the AFLPA. We provide a culture which is progressive, inclusive and maximises the capability and commitment of our employees. |
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SOCIAL LEADERSHIP
During 2016, AFL players continued to demonstrate outstanding social leadership by putting their profile and support behind a range of causes.