Afl presentation

Media, Sponsors, Money

and Loyalty in the AFL

Media, Sponsors, Money and Loyalty in the AFL

Overview of AFL QLD Engagement and Fan Development Media Scrutiny and Sport Professional athletes – Role Models? Hunt/Folau Debate – Your opinion Loyalty in the AFL Salary Cap and Player Wages Sponsorship The Future

The AFL Queensland State Conference will aim to reiterate the core development objectives in which AFL Queensland operates under. Staff will also be asked for feedback on preliminary planning around AFL Queensland’s 2012 – 2016 strategy.

Conference Objective

Community2

• To support well managed leagues and clubs to motivate volunteers, umpires, coaches and sports trainers for all levels of Australian football to promote quality environments.

Talent & Second Tier3• To develop the talent pathway and enhance second tier

competitions to identify and develop talented players as well as provide a career path for umpires, administrators and coaches.

Facilities4• To collaborate on facility development for the community

football network of leagues and clubs.

Engagement5

• To utilise Australian football as a vehicle to promote community engagement, education, leadership and employment initiatives, particularly in Indigenous and multicultural communities.

Fans6 • To build the relationship with the community to develop fans of the game, the AFL Competition and AFL Clubs.

Participation1

• To develop and support appropriate pathways for all segments from AFL Auskick to Open age that maximise participation.

2011 AFL QLD Objectives

Engagement and Fan Development

• The AFL’s ‘ambitious’ Target of 1 million participants

and 1 million club members by 2016!

• AFL v NRL – Live spectators and TV viewers

•Discussion and Video

MEDIA SCRUTINYWHY is this relevant??

• Immense pressure on players

• Exposure to the public

• High-profile stories = BIG $$$

• Widespread consequences

• Reaction time and damage control

• Fines, sackings and suspensions

Professional Athletes Should they be considered

“Role Models?”• Player behaviour – on/off field

• Drinking, drugs, fights, assaults and unsportsmanlike acts.

• Individual/Team branding

• Duty of Care

• Loyalty to sponsors

• Loyalty to fans

• Are we too harsh on players??

Karmichael Hunt and Israel Folau

•What were their motives in changing codes??

• Will they succeed in making the transition?

• From the AFL’s perspective, was it worth the hype?

• How much of an influence was the money?

• The challenges of the new game.

•Your Task: List the Pros and Cons.

•What is your opinion?

http://www.triplem.com.au/melbourne/sport/nrl/news/blog/johns--akermanisnrl-vs-afl-talk-israe

l-folau-impact-on-both-codes/20110407-bxva.html

> View Karmichael DVD..

Player Loyalty in the AFL

• Take the money and run or loyalty to the club?

• Melbourne Demons – Tom Scully

• Differences in contract negotiations (AFL v NRL)

• Underperformance and injury

• Free Agency in the AFL

AFL is Accused of Killing Loyalty!

“THE AFL was accused yesterday of hypocrisy, of allowing its own rules to be selectively broken and of encouraging a team-swapping rugby league or soccer culture as the code continued to digest Phil Davis's in-season defection to Greater Western Sydney.”

• Discuss

Article: The Australian Newspaper, August 4th 2011

Player Salaries and Salary Caps

• AFL – $7.95 Million (Av. 227,000 each)

• NRL - $4.3 Million (Av. $172,000 each)

• Highest paid AFL Players? – e.g.Chris Judd and Gary Ablett

• $900,000 – $1 000 000 a season

• Rookie Players/Draft Picks?

• $65,000 – $90, 000 1st year wages

SPONSORSHIP AND THE AFL

Positives -

• Highly lucrative club team/individual deals

• Mutual benefits – Brand loyalty

• International Markets – e.g. Rabbitohs

Risks -

•Loss of corporate support due to on/off field misdemeanours

• Underperformance

• Sports Betting Agencies – Dangerous?

Future of the AFL

• Growth - Fans, loyalty, participation, engagement

• International exposure and new markets

• Female Competitions

• Competition Expansion vs. Sustainability of an ‘even’ competition

• AFL QLD – Handing the game over to the volunteers

• $82 million Future Fund

• “To leave the game in a better shape for future generations