AFL Players' Association Welfare Report

AFL pLAyersD e v e l o p m e n t a n D W e l l b e i n g R e p o R t 2 0 1 0

Contents1 introduction

4 History of the player Development program

6 the player Development program

8 Career transition and education

13 Financial education & Support

14 Wellbeing Services

16 Cultural Diversity

18 past players

19 next Steps

AFL pLAyersD e v e l o p m e n t a n D W e l l b e i n g R e p o R t 2 0 1 0

The AFL Players’ Association is the representative body of all AFL players - past and present. Its primary function is to protect and enhance the collective interests of its members. A key aspect of this aim is to ensure players receive welfare, education and career support during their time in the game. This enables them to make the successful transition once the final siren has sounded on their AFL careers.

To assist in this transition, the Player Development Program was created to provide a range of support services unparalleled in the Australian sporting landscape. These tailored programs have helped AFL players achieve their personal and professional goals both on and off the field.

The secret of the success of this program is the position the AFL Players’ Association occupies within the AFL industry. We exist for players and we were

Introductioncreated by players. We have great buy-in from our members. Despite the fact that we do not mandate any of our services, seven in every 10 players engaged in some form of study or work placement last year.

Equally, we do not mandate any services to AFL clubs. However, 14 of the 17 AFL clubs have elected to run the accredited Football Apprenticeship induction program for their first year players. And every club has used this induction platform over the last five years.

This is one small portion of the breadth of services available across the areas of Career & Education, Financial Education, Cultural Diversity, and Wellbeing support.

The philosophy that underpins our efforts is based on the truism that if players are engaged and succeeding in pursuits outside of the game then your chances of succeeding as a professional AFL footballer are significantly enhanced.

A ground breaking study by the

Australian Institute of Sport recently revealed that 72 per cent of top-level athletes thought their performance had benefitted from undertaking education or employment during their careers. The AFL Players’ Association also has a research project underway to prove that there is a link to better performance on the field and your career activity and engagement off the field.

The AFL Players’ Association is a small organisation but it is able to allocate significant resources to the Player Development Program. Because of this, it has grown to become an expert industry resource for all stakeholders including players, clubs, agents, AFL staff, parents and family.

Steven AlessioGeneral Manager – Player DevelopmentAFL Players’ Association

Suns recruit Sam Day and Steve Alessio at the 2011 AFL Players’ Induction Camp.

aFl playeRS’ Development anD Wellbeing RepoRt 2010 3

The depth and level of service extended to current and past players by the AFL Players’ Association has continually evolved since its inception. It strives to provide the most relevant and tailored support to AFL players during and after their careers.

Efforts by the Association to provide integrated development and welfare support to members began in 1999. These initial programs were established following the signing of that year’s Collective Bargaining Agreement, which set out a

History of the player Development program

player Development programHIstory tImeLIne

1999 2000 2002 2003 2005 2006

• Inaugural career & Education services developed in conjunction with other service providers

• Player Retirement Account established

• Education & Training Grants established• Computer Grants established• Inaugural Indigenous Camp

• Inaugural AFL Players’ Induction Camp

• Establishment of the Player Development Program

• Full-time Career Services Manager appointed

• Full-time Career Transition Manager appointed

• Full-time Psychology Services Manager appointed

• National Network of Psychologists and Career & Education Consultants established

• Football Apprenticeship 1st Year induction program established

• Full-time Career & Education Manager appointed

• Next Goal work placement program introduced with AFL SportsReady

Right: Chris Johnson and Xavier Clarke playing with the kids on Palm Island in Townsville during the 2006 AFL Players’ Association Indigenous Camp.Above: Johnson bonds with a local on Palm Island.

4 aFl playeRS’ Development anD Wellbeing RepoRt 2010

History of the player Development program

2007 2008 2009 2010 2011

range of new services to be overseen by the Association.

Initially these services – which included counselling and educational programs – were outsourced to external providers. These services were built on over the first part of the decade, to take in Education and Training Grants and Computer Grants (both launched in 2000) and Next Goal work placements for players (2002).

In 2005, the service was brought in-house with the establishment of the Player Development Program within the Players’ Association. Full-time managers were appointed in the areas of Career and Education and Career Transition and a full-time psychologist were also engaged. The introduction of a national network of consultant psychology and career and education practitioners was also established at this time.

The AFL Players’ Association has also been a strong industry advocate for a holistic approach to supporting all AFL players. In 2006, the Association secured through the Collective Bargaining

Agreement the requirement of all AFL clubs to employ in-house Player Development Managers (PDMs) to assist players achieve their career objectives on and off the field. The players, through their Association, have committed financially to the professional development of AFL Club PDMs.

Although not direct employees, the AFL Players’ Association acknowledges that the expertise and training of PDMs is vital to the continuing development of AFL players. (The belief in this commitment also extends to the development of a world-first postgraduate qualification for people who want to work in this area, to be launched in 2011.)

The second part of the decade saw

• Sporting Trade Skills’ traditional apprenticeships program established with AFL SportsReady

• Literacy & Numeracy testing of all new AFL draftees introduced

• AFL Players’ Association Past Player membership introduced

• Property Education for all AFL Players’ introduced

• Next Coach work placement program introduced

• Transition Accord developed with the Gaelic Players’ Association

• AFL Player’s Association Regional service structure introduced

• Wellbeing education workshops introduced

• Full-time Indigenous and Multicultural Manager appointed

major milestones reached including the introduction of the Football Apprenticeship (2006) – a year-long induction program for first-year draftees – literacy and numeracy testing (2008) and the introduction of the Next Coach program (2010).

The Player Development program has also extended its reach overseas in 2010 by establishing a partnership with the Gaelic Players’ Association which is like-minded in the support of their players who transition in and out of the AFL and Gaelic Football systems.

Today, the efforts of the AFL Players’ Association in improving the development and welfare of its members continues to be driven by the strong belief that the wellbeing of the game is dependent on the wellbeing of its players.


The Player Development program is made up of four distinct pillars:

Career Transition & Education• Supporting players with their transition in

and out of AFL and providing advice and support to continue studying throughout their AFL Careers.

Financial Education & Support• Providing financial literacy education

and independent financial advice to AFL players.

Cultural Diversity• Creating an awareness of the different

cultures and backgrounds that are present within our industry and supporting players who come from different cultural groups.

Wellbeing Services• Personal support and education services to

assist AFL players cope with the demands of playing AFL football.

AFL players will not necessarily use each of the four pillars which make up the Player Development program at once. However, the way the service is designed will result in our members using the suite of services on a needs basis throughout their careers.

Claire MitChell-tavernerPlayer Development regional

Manager (eaSt)

Brett JohnsonPlayer Development regional

Manager (VIC)

Scott LucaSPlayer Development Regional

Manager (WESt)

Steve AleSSioGeneral Manager

- Player Development

Players use aspects of the player development

program in different ways. The story (right)

illustrates how one player could benefit from these services

throughout his career.

the player Development program

player Development orgAnIsAtIonAL struCture

Dean Janover

Wellbeing Consultant (vIC)

Rayden TallisTransitions Program Manager (aFlsR)

Ray Dobby Sporting Trade Skills

Manager (aFLSR)

yeAr 1 Career Transition & Education. Induction Camp. This ensures player fully comprehends rules and the life of a professional footballerFootball Apprenticeship. The Apprenticeship is used as year-long induction into the AFL systemCareer Advice. This involves a discussion to establish the career the player wishes to pursue after their football career is overCultural Diversity. Cultural Awareness. Cultural awareness training is conducted throughout the league to all players.Financial Education & Support. Introductory Financial Education. This program helps the player establish good budgeting habitsWellbeing. Personal counselling for homesickness. It is the first time the player has moved out of home and he needs a little extra support with the adjustment.

Claire Mitchell-Taverner speaking at the 2009 AFL Players’ Association Induction Camp.


Matti CleMentsWellbeing services Manager

Nadia Taibindigenous & Multicultural

Manager

Jennifer AshtonPlayer Development

Administrator

Mark Porter & Brad WiraFinancial education Consultants

Jo MitchellWellbeing consultant (Vic)

Michael inglisWellbeing consultant (Vic)

Tracey VeiVersWellbeing consultant (QLD)

John BaranoffWellbeing Consultant (Sa)

Julia ButtWellbeing Consultant (Wa)

yeAr 2Career Transition. Sporting Trade Skills. The player has undergone career advice meetings with AFL Players’ Association staff and determined that carpentry is his career of choice. A work placement is set up in negotiation with his AFL club to determine the ideal timetable for this work placement.Education & Training Grants. The player uses the Education grants to subsidise his TAFE training for his carpentry apprenticeship.

yeAr 3An unfortunate injury sustained during an AFL Game has sidelined the player for his entire third year.Wellbeing. Personal Counselling. The player has a number of confidential counselling sessions to deal with the uncertainty of returning to senior football.Career Transition. Sporting Trade Skills. Due to the extra time available to him during his rehabilitation, the player is able to ramp his course work whilst maintaining his minimum on the job hours.

yeAr 4Career Transition. Sporting Trade Skills. The player continues with his carpentry apprenticeship and finds that the time he spends outside of the football club environment is refreshing and allows him to cope with the pressures and demands of AFL.Financial Education & Support. Independent Financial Advice. The player returns from injury and signs a new 3 year contract. He seeks independent Financial Advice from the Association to ensure the advice provided to him by his agent and accountant is correct.

yeAr 5Career Transition. Sporting Trade Skills. The player continues with his carpentry apprenticeshipWellbeing. Personal Counselling. The player is experiencing some relationship difficulties and overcomes his issues with couples counselling support.

yeAr 6Career Transition & Education. Retired & Delisted Support. The player has been delisted by his club at the end of his sixth year. He meets with his AFL Players’ Association Player Development Regional Manager to organise his next step.Sporting Trade Skills. The player works with staff to change his apprenticeship from a part-time to a full-time apprenticeship.Education & training Grants. The player decides to pursue his building licence certificate and accesses education subsidies for the next three years after his career.Financial Education & Support. Independent Financial Advice. The player engages in a Financial Healthcheck and receives advice on how to best manage his retirement fund payment to be received in 12 months and also receives a cash flow plan for the next 2 years.

Indigenous and Multicultural Manager Nadia Taib with Player Development Regional Manager Brett Johnson.Steve Alessio


The AFL Players’ Association is committed to supporting players in the areas of Career Transition and Education, both during their careers and after their football involvement has come to an end.

The Association conducts regular liaison sessions with players to discover their interests and passions outside football with a view to study and, in some cases, practical workforce placement.

The emphasis is on supplying the theoretical and practical assistance required to give a player the opportunity to formulate a plan and set goals, in addition to assistance in undertaking education and boosting their financial skills.

It is vital that younger players understand that a football career does not last forever and there is a strong emphasis in getting this message across as early as possible.

How a player navigates their transition in and out of the game is a critical factor in ensuring that his football experience is a positive one that sets him up for long and sustained success throughout his life.

Following is an outline of the services the Players’ Association offers players in the Career Transition and Education area of the Player Development Program.

InductionAFL Players’ Induction CampThis two-day camp for new draftees is designed to give them the skills and

knowledge to understand what benefits and challenges they will face during their careers as AFL footballers.

This introduction to the world of AFL football is designed to be the starting point of the year-long Football Apprenticeship (outlined below). It covers everything from the role of the clubs, AFL and AFL Players’ Association, to the various policies that apply to AFL players (Respect and Responsibility, Racial Vilification) and more practical information around minimising risky behaviour.

In 2010, the AFL Players’ Association hosted all 124 new draftees from every AFL club at the Association’s offices in Albert Park, Melbourne.

Num

ber o

f pla

yers

AFL Clubs Participating in 2010

13

12

11

10

9

8

7

6

5

4

3

2

1

13 13

12

11

9 9 9

8 8 8

7

5

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

FOOTBALL APPRENTICESHIP - CLUB PARTICIPATION

Football ApprenticeshipThis year-long induction program comprises 15 subjects including Finance, Nutrition, Wellbeing, First Aid, Managing Risk, Media Skills, Public Speaking, IT, Skills & Tactics, Sponsorship, Game Development and a football-specific project. This comprehensive induction program culminates in a TAFE qualification and is run as a traineeship for all first year players. This program is run in conjunction with AFL SportsReady, a training organisation that organises work placements for young people in the sports industry.

Career transition and education

Andrew Swallow during his Next Goal work

placement at Paterson Securities Limited.


EducationLiteracy and Numeracy AssessmentThe AFL Players’ Association believes it has a duty of care to ensure players leave the AFL system better prepared for their future than when they arrived. The Association’s Literacy and Numeracy Program has been developed to assist in this area.

All AFL debutants and other select players, depending upon their needs, are tested, using the resources of ACER (Australian Council for Educational Research), considered a leading assessor of literacy and numeracy. These assessments allow comparison of players’ literacy and numeracy levels against Australian population standards.

Adequate Literacy and Numeracy skills enable players to:• Address long standing deficiencies

in their education. Unfortunately, too many students still fall through the gaps in primary and secondary school. Elite footballers can be victims of this just as easily as members of the broader community. The ACER testing identifies people who need assistance and quickly gives them the remedial help they need.

• Make the most of their football career. Improved literacy and numeracy skills provide immediate benefits by allowing players to better read and comprehend games notes, fitness programs, time tables, white board discussions and other presentations, club and AFL rules, regulations and guidelines regarding personal responsibilities.

• Make a smooth transition out of football. Because players won’t be limited by their literacy skills when it comes to making decisions around continuing or beginning education, training and employment opportunities outside of the AFL system.

Some key findings from 2010:• 154 AFL players were tested (plus 3

Scholarship players who received club-funded support).

• 26 per cent of first-year players fell below the Australian Council of Educational Research (ACER) estimate of Year 10 standard in either ‘Literacy’, ‘Numeracy’ or both of these areas.

• 76 per cent of first year players who were offered support, accepted support at some level.

Career AdviceDedicated AFL Players’ Association staff are armed with the expertise to help AFL players identify their passion and career strengths outside of just being an AFL player. This includes tailored programs to enhance AFL players’ status as desirable employees.

University and TAFE Course AssistanceEducation industry contacts and knowledge is utilised by the Association to help players select the right course and institution. Players’ Association staff then liaise with that institution to maximise the chances of the player being accepted into their course of choice.

Number of tutoring sessions

148

Players receiving tutoring

33

TUTORINg SERvICES AFL PLAYERS’ ASSOCIATION PLAYER EDUCATION & CAREER ADvICE

265

Number of career

planning meetings

186

Players receiving

career planning advice

141

Players receiving education

advice

226

Number of education

advice meetings

Tutoring The AFL Players’ Association assists members with their reading, writing and comprehension skills whilst meeting the demands of university or TAFE study.

Young Brisbane players participate in a Next Goal education seminar.

Geelong’s David Wojcinski works toward his carpentry apprenticeship.


Education & Training GrantsEducation & Training Grants are designed to help every AFL player subsidise their education costs. The challenge for the modern AFL player is to juggle the competing demands of being a full-time professional athlete and pursuing their career goals outside the game. With this background, the statistics here reflect the great commitment current AFL players have to external study.

Education and Training grants amounts are allocated in relation to the type of course being undertaken and successful completion of study. Grants range from up to $500 for short courses to $3000 a year for Post Graduate Masters study.

In 2010, $414,801 in Education and Training Grants were issued to current and past players by the AFL Players’ Association.

Masters 8

Graduate Certificate 1

Executive Certificate 6

Bachelor 122

Advanced Diploma 1

Diploma 27

Professional Qualification 10

TAFE - Certificate 4 47

TAFE – Certificate 3 41

Short Course 45

*Excludes Football Apprenticeship

The above table outlines the type of course and number of current and past players undertaking some form of study in 2010.

CAREER AND EDUCATION COUNSELLINg SESSIONS: BREAKDOWN BY PLAYER TYPE

Past Rookie 2%

Player 61.9%

Past Player 11.9%

Veteran 1.4%

Rookie 21.4%


Fremantle draftees hit the books. Player tyPe aPPlications

Veteran 3

Rookie 23

Senior list 207

Past Rookie 30

Past 95

TOTAL 358

Computer GrantsThe two tools of the trade AFL players rely upon most in the modern game are their boots and their laptop. Computer grants for AFL players are designed to help every new draftee subsidise the purchase of a computer. In 2010, a $500 subsidy was available to draftees. Over $45,500 was allocated to AFL players upon evidence of a proof of purchase of a personal computer

Elite Athlete Friendly University Network (EAFUN)The AFL Players’ Association is part of an Australia wide network of universities who have dedicated staff whose responsibility is to assist AFL players with their tertiary education needs. This university network established by the Australian Institute of Sport provides significant support to AFL players, balancing their academic and sporting commitments.

EAFUN has been established to identify and promote universities which have responded to the specific needs of elite student athletes by developing new, or promoting existing, policies and practices which assist elite student athletes in undertaking sporting opportunities whilst pursuing and achieving academic excellence.


Career Transition Career Transition Services has at its heart the management of players as they enter and exit the AFL system.

The disparate nature of the playing group, due to differing backgrounds, ages, educational levels, aspirations and cultural considerations requires the AFL Players’ Association to take a particularly hands-on approach to this area of player support.

It is the aim of the Association to have in place a program specifically configured for each and every AFL player, at both ends of his career.

To support this aim, the following areas are covered under the auspices of AFL Players’ Association Career Transition Services:

Next Goal Work PlacementsThis work placement program is designed to provide practical work experience in an industry of the player’s choice.

Players can take advantage of the Next Goal Program to gain much needed real-world experience in the workplace, to complement study or a predetermined interest for further practical knowledge and participation in a particular area of employment.

Player Host eMPloyer Position

Corey Jones Devlin Mees Group Pty Ltd Construction, Architecture & Interiors

Scott Thompson Goldman Sachs JBWere Finance

Andrew Swallow Patersons Securities Limited Finance

Henry Playfair Citigroup Pty Limited Banker & Financial Services

Sam Fisher David Hayes Racing Pty Ltd Horse Racing Industry

Jay Schulz Royal Melbourne Zoo Animals

Brent Stanton Golf Science Centre Golf Coaching/Sports Management

Cameron Bruce Myer Pty Ltd Marketing, Sponsorships & Event Management

Brent Guerra Hair Science Institute Sales

Matthew Warnock Hickory Developments Property Development

Lachlan Hansen Werribee Football Club Sports Administration

Brett Deledio Cricket Victoria Coaching/Development

Brad Moran Advertiser Newspapers Pty Ltd Journalism, Media

Nick Gill Advertiser Newspapers Pty Ltd Media

Graham Johncock Department For Environment & Heritage Agricultural & Animals

Chris Newman BC3 Thoroughbreds Pty Ltd Business Management; Horse Syndication

Ed Barlow Four Seasons Hotels Hotel Management

Daniel Pratt Strategic Financial Planning Australia Pty Ltd Finance

Thomas Hislop PBL Global Business Solutions Pty Ltd Property & Real Estate

Timothy Callan Goldman Sachs JBWere JBWereFinance

Ted Richards Citigroup Pty Limited Banker & Financial Services

Max Rooke Scotchmans Hill Horticulture – Wine

Darcy Daniher Bashukway Travel Travel & Tourism

Michael Pyke Citigroup Pty Limited Banker & Financial Services

Bradley Symes ANZ Banking Group- Woodville Banker & Financial Services

Costs are minimised for the employer and covered by the Association.

In 2010 the below listed players undertook the Next Goal work placement program, in areas as varied as banking finance (David Swallow) and viticulture (Max Rooke). For the players, this involved the equivalent of 20 days in the workplace, allowing them to gain much-needed real life employment experience, greatly enhancing their prospects of getting a job in that chosen area. In short, the program effectively short

circuits the ‘lack of experience’ factor that could be an impediment for the player in gaining a position.

It also allows a player a greater degree of certainty in regard to his career choice, often affirming an opinion, sometimes changing it, but always allowing the player the opportunity to make an informed choice.

Below is a list of players who completed or participated in the Next Goal work placement program throughout 2010.

West Coast Indigenous draftees, Gerrick Weedon (left) and Lewis Broome learning about the Next Goal program.


Next Coach Work PlacementsIn 2009, the AFL Players’ Association established a coaching placement program for current players nearing the end of their careers and who were interested in pursuing a career as a senior coach,

Former Kangaroos Captain Adam Simpson was the inaugural participant. After completing the course under the watchful eye of coaching mentor David Wheadon, Simpson landed the plum job of assistant coach at Hawthorn under Alastair Clarkson.

Following the success of the pilot program, seven participants – Shane O‘Bree, Simon Goodwin, Steven King, Brady Rawlings, Michael Doughty, Ryan O’Keefe and Dustin Fletcher went through the first full year of Next Coach. All participants whose careers finished in 2010 were employed as coaches at AFL clubs. These included:Shane O’Bree – Assistant Coach, Gold Coast FCSimon Goodwin – Assistant Coach, Essendon FCSteven King – Assistant Coach, St. Kilda FC

“The Next Coach program is unique in the world of professional sport because it formally teaches players to become coaches while they’re still involved in the game. Participants have said that it actually benefits their playing career because they understand all the facets required of becoming an AFL coach.”David Wheadon

“The Next Coach program allowed me to build on what I had learned over 15 years as an AFL footballer, by giving me a comprehensive understanding of what it takes to be a top level AFL coach. This program gave me a real edge when it came to applying for an AFL coaching role.”Adam Simpson

Sporting Trade SkillsThis specialised program allows AFL players to undertake traditional trade apprenticeships, structured around the demands and schedule of their football careers. The challenge in organising traditional trade apprenticeships for players lies in the time commitment required for both the theory and on the job component of their apprenticeship. In 2010 there were 40 AFL players engaged in trade apprenticeships. This program is run in conjunction with AFL SportsReady.

In 2010, 40 apprenticeships were being undertaken by players. This was made up of:• 2 Electrical apprenticeships, • 19 Carpentry apprenticeships, • 1 Floor & Wall Tiling apprenticeships, • 1 Glazing apprenticeship,• 1 Commercial cooking apprenticeship, • 3 Cabinet Making apprenticeship, • 1 Mechanical apprenticeship, • 6 Plumbing apprenticeships • 6 Landscaping apprenticeships.

AFL Players’ & Gaelic Players’ Transition AgreementIn 2010, the AFL Players’ Association and the Gaelic Players Association struck an accord to support Irish Players transitioning to and from the Gaelic and AFL football codes. The type of support provided within this agreement will include transition and education support for Gaelic players before and after their AFL careers.

This agreement by two different sporting associations is a great example of the support provided to AFL players of any background.

Retired & Delisted Player SupportEvery year, one in five AFL players either retires or is delisted. Following this decision, each one of those players will meet with a Player Development Regional Manager to discuss how they will successfully transition out of the game.

The player is interviewed and made aware of the range of services and support mechanisms that exist under the auspices of the AFL Players’ Association.

The aim of this element of the program is to ensure that players are best equipped to enter the workforce or undertake study on completion of their on-field careers. All services are available to Primary listed players for up to 3 years after retirement.

The chart below shows the general path an AFL Player has followed in 2010 once their AFL career has finished.

Re drafted 6%

Work & Study 6%

Study 1%

Work, Study & Football 13%

Study & Football 8%

Travel 1%

Coaching 4%Re rookied 15%

Unsure 6%

Work 11%

Own Business 2%

Work & Football 26%

RETIRED & DELISTED CAREER PATHS


From left: Geelong’s Trent West, David Wojcinski, Cam Ling & Matt Egan


Financial literacy is a key skill in assisting AFL players to achieve their lifelong personal and career goals. The Managing My Money seminars are designed to provide basic financial education to allow players to make informed decisions about their finances. The seminars are followed up with individual player meetings to ensure there are solid learning outcomes and a personally tailored budget set in place that meets the financial requirements and aspirations of the individual.In 2010, 14 clubs and a total of 132 AFL players participated in the Managing My Money seminars.

Financial HealthchecksRecently retired players are encouraged to undergo a Financial Healthcheck conducted by our qualified and experienced past players working in conjunction with our Financial Services partners Zest Wealth and the Shadforth Group. The Financial HealthCheck not only provides an audit of an AFL player’s current financial situation, it also plans for the future with AFL players receiving a two-year Cash Flow plan. In 2010 the number of AFL players’ receiving Financial Healthchecks totalled 31.

Independent Financial Advice and Crisis Debt ManagementAFL Players’ Association financial services partners Zest Wealth and the Shadforth Group provide independent financial advice to AFL players on any issue related to money, investments, insurance and superannuation.

There are times when a current or past player faces financial difficulty through poor decisions and planning. Our Financial Services partners Zest Wealth and the Shadforth Group, in conjunction with the AFL Players’ Association Wellbeing service, provide comprehensive support to help AFL players overcome difficulties in this area.

Property EducationThis dedicated course comprising four three-hour sessions is designed to give AFL players a clear understanding of the property market and assist players to make the right property investment decisions.

Delivered by Armstrong Property Planning, this course provides a practical, open learning environment for AFL players.

The property course included a range of different elements includes: Introduction and Goal-setting, Property Investment Strategies and Buying Property.

In 2010 the following clubs undertook Property Education training for 31 interested players. The breakdown of players by club was:Carlton 7St Kilda 7Collingwood 7Adelaide 10

Financial education & support

Num

ber o

f pla

yers

AFL Clubs Participating

14

13

12

11

10

9

8

7

6

5

4

3

2

1

13

13 13

12

11

9 9 9

8 8 8

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

MANAgINg MY MONEY SEMINARS 2010

7

6

5

Former Kangaroos and Carlton player Mark Porter.


The AFL Players’ Association’s Wellbeing Services, overseen by Wellbeing Services Manager Matti Clements, is a national support service of eight qualified psychologists, providing education, confidential one-on-one counselling support for personal player issues and a referral service for anyone in the industry who has wellbeing-related concerns for a player. People such as club Personal Development Managers, Accredited Agents, parents and partners all refer players to this service. Over the years, club PDMs especially have learnt to rely upon this service to inform them of the best approach when confronting internal club and player issues relating to the wellbeing of their team.

The Association conducts a wide range of courses and seminars for players on mental health and behavioural issues. Its services also provide counselling for players in all areas, making use of an Australia-wide network of psychology associates to provide support for AFL players across a range of off-field issues.

As part of the AFL Players’ Association Wellbeing Program, a number of mandated psychology workshops were held in 2010. These included:

Gambling Education workshopAll clubs participated in a 45-minute education session, with personalised stories delivered by recovering problem gamblers via video footage, that outlined:• What problem gambling is;• The tell-tale signs of a problem gambler; and• How and where to get help.

Mental Health EducationNon-Victorian clubs participated in hour-long education sessions, developed by depression initiative Beyondblue, which used video footage, with personalised stories by athletes who have experienced depression. The sessions outlined:• The underlying causes of mental health;• Symptoms of depression and anxiety;• Identification of risk factors and protective

factors; and• How and where to get help.

Wellbeing services

AFL PLAYERS’ ASSOCIATION WELLBEINg WORKSHOPS 2010 - NUMBER OF CLUBS

8

Depression

1 1

Club Issues(Pilot)

17

gambling

4

Sleep

17

Alcohol Drug awareness education

(Pilot)

Matti Clements


Responsible Use of Alcohol All clubs participated in the hour-long session, co-facilitated by players, to identify strategies and player-owned guidelines for drinking in the off-season. The sessions: • Identified situations of vulnerability; and• Helped the playing group develop agreed-

upon strategies to minimise risk.

Sleep management workshopThe interactive workshop takes approx 45mins to run and was offered as a response to a growing understanding of the importance of healthy sleep to the wellbeing and performance of elite athletes. It also armed players with a broader knowledge around the effects and use of sleep medication. Broad themes in the workshop included:• Benefits of a healthy sleep• Reasons for poor sleep and the effects of it

on you; and• Psychological and behavioural strategies

to aid sleep

Addressing club specific issues Upon request by the leadership group at a club, the Psychology Service manager facilitated a closed session with the playing group to address an issue believed to be of potential concern to the culture of their club.

This represented a new approach from the AFL Players’ Association in encouraging players to ‘own’ issues within their clubs by identifying problems themselves and proactively seeking solutions to those problems.

Drug Education Pilot This is an interactive three-session program that addresses the topics of:• Identification of legal and illegal drugs,

including caffeine and alcohol;• Education of the effects of short and long

term drug usage; and• Implications of the use of drugs on

physical and mental wellbeing.

Counselling ReferralsIn 2010, 101 AFL players saw a member of the Association’s network of nationwide counsellors for a range of reasons. The kinds of problems commonly experienced by people in the broader community – stress, relationship problems and anxiety – were also encountered by AFL players.

The number of AFL players presenting for wellbeing support by their status and age (right) indicates that younger AFL players require significantly more support to cope with the demands of being a professional footballer.

Past Rookie 1.1%

Past Player 11.6%Primary List 69.5%

Rookie 17.9%

referrals by player status

Num

ber o

f pla

yers

player’s age

referrals by player’s age

19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34

16

9

8

14

10

7

6

7

6 6

3

1

2 2 2 2

reasoNs for referrals by players

referral reasons number of playersStress 24Relationship 22Anxiety/Depression 13Relocation 11Football Performance 8Alcohol 7Medical/Injury 7Other Drugs 6Critical Incident 6Legal 5Family/Children 4

referral reasons number of playersGambling 4Self-esteem 4Financial 3Grief/Loss 3Medical/Health 3Psychiatric 3Self Management 2Fatigue/Sleep 2Medical 2Conflict 1Retirement/Delistment 1

Counselling RefeRRals

AFL PLAyers’ DeveLoPment AnD WeLLbeing rePort 2010 15

In 2010, 11 per cent of all AFL players identified themselves as Indigenous, compared to 2.4 per cent of the general population. In 1980, the number of Indigenous players on senior lists was two. Last year, it was 84. This rapid growth and high level of representation means that the bulk of the Association’s cultural diversity support is aimed at our Indigenous members.

For many players, a football career gives them access to resources and support that their peers can only dream of. But negotiating the pitfalls and challenges of the AFL world can also present a number of risks.

In this context, the AFL Players’ Association is committed to developing and supporting players from Indigenous backgrounds to ensure they maximise these opportunities and are well-supported on their football journey. This commitment extends to the development and support of other players from culturally diverse backgrounds.

In line with this approach, the Association employs an Indigenous and Multicultural Manager to ensure the needs of our players from culturally diverse backgrounds are being met. This manager, Nadia Taib, co-ordinates a number of different programs and external resources.

Education for Indigenous AFL PlayersSince 2009 the AFL Players’ Association has supported a number of certificate courses facilitated by RMIT University. The certificate courses provide culturally appropriate education and structured pathways for Indigenous players.Certificate II Mumgu-dhal tyama tiyt (translation: ‘Message stick of knowledge’)The name of this Certificate reflects the intention of the qualifications to provide skills and knowledge for Indigenous Australians to enter a range of education and/or employment options. The name comes from two Victorian Aboriginal languages: the Woiwurrung words ‘mumgu-dhal’ meaning ‘message stick-of’ in partnership with the Keeraywooroong word ‘tyama-tyit’ meaning ‘knowledge’. In 2010, two Indigenous players undertook and completed this RMIT Certificate Program.Certificate III & IV in Education (Aboriginal and Torres Strait Islander) - These qualifications give Indigenous participants the skills to work in a range of education, school and community settings. On completion, AFL players will be able to: • Work as an employee in an educational

service providing support to students and colleagues in accordance with industry protocols and Aboriginal and Torres Strait Islander cultural protocols;

• Provide teaching/learning assistance within early childhood, primary and high school environments;

• Provide general teaching/learning assistance within community recreation, early childhood, information technology, visual arts, storytelling, filming, Indigenous language research, disabilities, administration or library environments, depending on elective choice;

• Provide general teaching/learning assistance within the early childhood, primary and high school environments; and/or

• Act as a cultural liaison officer, assisting in development of community and school partnerships. In 2010, 13 Indigenous AFL players

undertook and completed the Certificate III qualification and there are three Indigenous players currently undertaking the Certificate IV qualification. These participants are not only contributing to their own personal development, but are doing so in a way that will allow many to support their communities down the track.

AFL Players’ Association Indigenous CampIn 2000, the Players’ Association established a biennial camp to bring together those members identifying as Indigenous

Cultural Diversity

The All-Stars practice their war-cry during the 2011 AFL Players’ Association Indigenous Camp.


Australians. The camp’s purpose is to provide Indigenous players with the opportunity and skills to support each other on their AFL journey. It is also a great chance for the entire Indigenous playing group to have input into the development of support programs offered to players with an Aboriginal or Torres Straight Island background.

Locations have included Melbourne, Uluru, Broome, Townsville, Palm Island and Darwin.

In recent years, the Camp has also doubled as a training opportunity for the Indigenous All Stars Game, which is usually held in the following days.

In 2011, the Indigenous Camp was held in Sydney at the National Centre of Indigenous Excellence, Redfern. Here the highest-ever number of participants, including a number of Player Development Managers (PDMs), engaged in discussion about their cultural background and development and what they could do to further improve support for Indigenous players in the system.

Indigenous Cultural Awareness WorkshopsThe AFL Players’ Association also has a role in educating the wider football community about Indigenous culture.

To this end, the Association has sponsored Dr Sean Gorman, a respected expert in the history and experience of Indigenous players in the VFL/AFL, to present ground breaking research to a number of AFL clubs.

This presentation looks at the history of Indigenous footballers through the story of the Krakouer Brother’s to highlight challenges Indigenous players have encountered since the game was established.

Since 2009 nine AFL clubs have elected to run this session.

In addition to club based sessions such as the Sean Gorman presentation, the Association also provided further Cultural Awareness training to all club PDMs at the July 2010 PDM Forum. Run by Indigenous educator Tony Shaw, this outlined the unique nature of Indigenous cultural, family and community bonds and suggested ways in which AFL club personnel could better take these factors into account when making key decisions and supporting their Indigenous players.

Indigenous Media ForumIn early 2010, a number of Indigenous players approached the AFL Players’ Association, concerned about the continuing propensity of the mainstream media to peddle cultural

stereotypes of Indigenous players. The players felt that the media was often too quick to assign specific characteristics to Indigenous players – that they had trouble dealing with ‘city life’ and were more prone to dysfunction in their personal lives, to name just two - based on presumption rather than facts.

The AFL Players’ Association responded to these concerns by inviting a number of Melbourne- based media representatives to listen to the concerns of these AFL players and engage in a discussion about the reasons behind these negative portrayals. Media attendees on the night included Mike Sheehan, Mark Robinson and Matthew Kitchin (Herald Sun), Martin Flanagan and Alex Lavelle (The Age) and Lee Simon from Austereo.

The night provided the opportunity for Indigenous players such as Chance Bateman, Nathan Lovett-Murray, Shaun Burgoyne and Aaron Davey to have an open discussion about their views of the media and its style of reporting and areas for improvement.

The night led to both parties having a greater understanding of each other’s position and a resolution by the media present to be mindful that a player’s cultural background should have no bearing on how his on and off-field exploits are reported.

Num

ber o

f pla

yers

Year

100

90

80

70

60

50

40

30

20

10

1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010

TOTAL NUMBER OF AFL PLAYERS OF ABORIgINAL AND/OR TORRES STRAIT ISLANDER DECENT (1901-PRESENT)

2005Present Increase in AFL Indigenous Programs throughout Australia

1937Assimilation

Policy

1997Reconciliation

Policy

1995Introduction of AFL Rule 30: Racial &

Religious Vilification

1942 - mid 1990’s Stolen Generation

1905 WA Aborigines Act

Commencement of removal of Aboriginal Children from families by state authorities

(Stolen Generation)

WWII

1901Australian Federation


The contributions of past AFL players have greatly improved the working conditions and welfare of the current crop of players. The AFL Players’ Association endeavours to recognise this contribution as well as facilitating networks within the past player group and between past and current players. In 2010, there were 1747 AFL Players’ Association Past Player members.

By becoming a past player member of the AFL Players’ Association, former VFL/AFL players can gain access to a growing number of AFL Players’ Association member benefits, including health, career, financial and social benefits as outlined below.

Benefits for Past PlayersOne of the AFL Players’ Association’s top priorities is to assist and support past players and ensure their health and well-being needs are met once their playing careers are over. Many past players suffer poor health as a

HealtH suPPort continuinG eDucation financial ProsPerity social caPital

Access to expert medical support Access to continuing Education / Career counselling

Access to financial advice / estate planning advice

Network and “re- establishing links” catch ups/meetings/forums

Discounted private health insurance

Education / training scholarships Small business development guidance

Mentoring opportunities with current players

Hospital excess subsidies Post-playing career employment placements

Access to corporate superannuation fund benefits

Football related events

Psychology / mental health related services

Financial discounts on member benefits

Geoff Pryor Grants Scheme Player image & reputation licensing / marketing opportunities

Employment related services

result of the injuries and physical conditions incurred on the football field.

The table below outlines the benefits available to AFL Players’ Association Past Player members. We acknowledge the support of the AFL Medical Officers Association, AFL Players’ Association Wellbeing Consultants and the Association’s Financial Consultants for providing a discounted expert service for all Past Players members.

Past player Associations of AFL ClubsEach AFL club has a past player association. The AFL Players’ Association is committed to working with and supporting these club-based associations. We see the importance of these associations in maintaining links with their Past Player groups and encouraging their members to become AFL Players’ Association Past Player members to allow them access to the wide range of benefits on offer. Two of the more

significant benefits cover subsidies for hospital excesses and hardship grants.

Hospital Excess SubsidiesIn 2010, $55,574 in excess hospital payments were paid to AFL Players’ Association Past Player members. These payments are paid to ease the cost incurred for medical procedures years after the players have left the game.

Geoff Pryor Hardship GrantsTo complement our health insurance initiatives, the AFL Players’ Association also provides annual financial support to assist past players who are experiencing financial difficulty in meeting health-related expenses.

In 2010, $27,422 was allocated to past players in need, through Geoff Pryor Hardship grants, named after the founding President of the AFL Players’ Association. The support assisted in areas ranging from acute alcohol and drug counselling to medical expenses for orthopaedic procedures.

past players

Past player services come under four key pillars: Health Support, Continuing Education, Financial Prosperity and Social Capital:

Brett Kirk.


If the AFL industry wishes to continue to attract the nation’s best young athletes, it must continually look to improve the level and scope of development and wellbeing support.

There is no doubting the growth and expansion of the AFL has led to significant improvement in revenues and allowed every AFL club to invest in programs designed to maximise the on-field competitiveness of clubs.

Future growth in development and wellbeing support needs to keep pace with the growth of the game. The AFL Players’ Association believes this can be achieved through a number of improvements.

Full-time Player Development Managers (PDM’s)AFL clubs have millions of dollars worth of talent that they develop and support, in the form of their players. Despite this, it remains the case that not all clubs have full-time Player Development Managers, whose role and responsibility is to oversee the development and wellbeing of the players.

When the modern AFL Players’ Association Player Development program started in 2005, there were less than a handful of PDMs. Although there has since been improvement in this situation, a number of clubs only have part time PDMs and some others spread the role across a number of people with other roles.

There is emerging evidence that the clubs who invest in full-time Player Development staff, who are internally respected within the club, will gain a competitive advantage and have a more cohesive playing group with fewer behavioural issues.

next stepsFixed Day-off arrangementsAll clubs must offer their players a day off a week. But it is much harder for a player to engage in education, work or business interests if this day changes from week to week.

When this is the case timetabling for university and work arrangements becomes difficult. AFL Players’ Association Education and Training Grant data has consistently shown that players employed by clubs with fixed ‘day off’ arrangements are better at completing courses and pursuing meaningful work placements on a consistent basis.

The aspiration of the AFL Players’ Association is that by 2012, all 18 AFL clubs have a fixed day off.

AFL players’ commitment to Development & WellbeingThe AFL Players’ Association is driving changes in the way it supports it’s members. These changes include:• The development of an Indigenous

Advisory Board, a first for our industry, designed to give Indigenous AFL players a greater voice in the services that support and develop them. A suite of programs driving services that have greater meaning and therefore enhanced outcomes for the generations of Indigenous talent playing our game.

• Conducting research that will inform us of the future needs of AFL players. Such research is currently underway seeking to understand the financial, education, physical and emotional wellbeing of our 1700 plus Past Player members across multiple generations.

• Working with the AFL industry to implement an embedded Career Development pathway that builds on the existing success of the Football Apprenticeship induction program with further TAFE qualifications and tailored vocational experiences. This will mean any young man who enters the AFL system will leave it better qualified no matter how long his career lasts.

• Developing measurement tools and benchmarks around player wellbeing assessing the impact of industry changes and also the proactive interventions such as workshops, education and wellbeing counselling services.

• Improving the ability of the Players’ Association to provide feedback about their wellbeing and development performance. We are developing a measurement tool which will rank player development structures and outcomes at each club.

The future looks bright. More players are engaging in some form of work or further study. They have more development and wellbeing resources at their disposal than ever before. But that should not be a cause for complacency.

The AFL Players’ Association is committed to maintaining a leadership position in advocating for better development and Wellbeing services, and striving to continuously improve the services we offer ourselves.

Our members would expect nothing less.

Draftees at the 2011 AFL Players’ Association Induction Camp.


AustrAliAn FootbAll leAgue PlAyers’ AssociAtionsport House, level 2, 375 Albert road, Albert Park, Victoria 3206

t: 03 9926 1344 | F: 03 9926 1350

www.aflplayers.com.au

AFL Players' Association Welfare Report

Documents

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afl players past

past players

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afl players induction

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