AFL players
De velopment and Wellbeing Report 2010
AFL players
Development and Wellbeing Report 2010
Contents
1Introduction
4
History of the Player Development Program
6The Player Development Program
8
Career Transition and Education
13
Financial Education & Support
14
Wellbeing Services
16
Cultural Diversity
18Past Players
19Next Steps
Suns recruit Sam Day and Steve
Alessio at the 2011 AFL Players’
Induction Camp.
Introduction
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
created 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 Alessio
General Manager – Player Development
AFL Players’ Association
AFL Pl ayers’ De velopment and Wellbeing Report 2010
3
History of
Developm
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
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.
Player Development Program
• Full-time Career & Education Manager
appointed
• Next Goal work placement program
introduced with AFL SportsReady
•Establishment of the
Player Development Program
• Full-time Career Services
Manager appointed
• Full-time Career Transition
Manager appointed
• Full-time Psychology Services
Manager appointed
•N
ational Network of Psychologists
and Career & Education
Consultants established
2002
2005
History Timeline
• Inaugural career & Education services
developed in conjunction with other
service providers
• Player Retirement Account established
1999
2000
• Education & Training Grants established
• Computer Grants established
• Inaugural Indigenous Camp
4
2003
• Inaugural AFL Players’ Induction Camp
AFL Pl ayers’ De velopment and Wellbeing Report 2010
2006
• F ootball Apprenticeship 1st Year
induction program established
the Player
ent Program
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
• Sporting Trade Skills’ traditional
apprenticeships program established
with AFL SportsReady
2007
2008
• Literacy & Numeracy testing of all new
AFL draftees introduced
• AFL Players’ Association Past Player
membership introduced
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
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 likeminded 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.
• Property Education for all
AFL Players’ introduced
• AFL Player’s Association Regional
service structure introduced
• Wellbeing education workshops
introduced
• Full-time Indigenous and Multicultural
Manager appointed
2009
2011
2010
• Next Coach work placement
program introduced
• Transition Accord developed with the
Gaelic Players’ Association
AFL Pl ayers’ De velopment and Wellbeing Report 2010
5
The Player
Development
Program
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
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.
• 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-Taverner speaking at the 2009
AFL Players’ Association Induction Camp.
YEAR 1
Career Transition & Education.
Induction Camp. This ensures player
fully comprehends rules and the life of a
professional footballer
Football Apprenticeship. The
Apprenticeship is used as year-long
induction into the AFL system
Career Advice. This involves a discussion
to establish the career the player wishes to
pursue after their football career is over
Cultural 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 habits
Wellbeing. 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.
Player Development
Steve Alessio
organisational structure
Scott Lucas
Player Development Regional
Manager (WEST)
Rayden Tallis
Transitions Program
Manager (AFLSR)
6
Ray Dobby
Sporting Trade Skills
Manager (AFLSR)
AFL Pl ayers’ De velopment and Wellbeing Report 2010
General Manager
- Player Development
Brett Johnson
Player Development Regional
Manager (VIC)
Claire Mitchell-Taverner
Player Development Regional
Manager (EAST)
Dean Janover
Wellbeing Consultant (VIC)
Indigenous and Multicultural Manager Nadia Taib with
Player Development Regional Manager Brett Johnson.
Steve Alessio
YEAR 2
YEAR 4
YEAR 6
Career 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.
Career 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.
Career 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.
YEAR 3
An 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.
Matti Clements
Wellbeing Services Manager
Jo Mitchell
Wellbeing Consultant (VIC)
YEAR 5
Career Transition. Sporting Trade Skills.
The player continues with his
carpentry apprenticeship
Wellbeing. Personal Counselling. The
player is experiencing some relationship
difficulties and overcomes his issues with
couples counselling support.
Nadia Taib
Indigenous & Multicultural
Manager
Michael Inglis
Wellbeing Consultant (VIC)
Jennifer Ashton
Player Development
Administrator
Tracey Veivers
Wellbeing Consultant (QLD)
John Baranoff
Wellbeing Consultant (SA)
Mark Porter & Brad Wira
Financial Education Consultants
Julia Butt
Wellbeing Consultant (WA)
AFL Pl ayers’ De velopment and Wellbeing Report 2010
7
Andrew Swallow during
his Next Goal work
placement at Paterson
Securities Limited.
Career Transition
and Education
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.
Football Apprenticeship
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.
13
13
This 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.
FOOTBALL APPRENTICESHIP - CLUB PARTICIPATION
13
12
12
11
11
10
9
Number of players
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.
9
9
9
8
8
8
8
7
7
6
5
5
4
3
2
Induction
AFL Players’ Induction Camp
This two-day camp for new draftees is
designed to give them the skills and
8
1
1
2
3
AFL Pl ayers’ De velopment and Wellbeing Report 2010
4
5
6
7
8
9
10
11
AFL Clubs Participating in 2010
12
13
14
15
16
17
Education
Literacy and Numeracy Assessment
The 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.
Geelong’s David Wojcinski works
toward his carpentry apprenticeship.
Career Advice
Young Brisbane players participate
in a Next Goal education seminar.
University and TAFE Course Assistance
Tutoring
The AFL Players’ Association assists
members with their reading, writing and
comprehension skills whilst meeting the
demands of university or TAFE study.
Tutoring Services
148
Some key findings from 2010:
•1
54 AFL players were tested (plus 3
Scholarship players who received clubfunded support).
•2
6 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.
•7
6 per cent of first year players who were
offered support, accepted support at
some level.
Dedicated 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.
Education 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.
AFL PLAYERS’ ASSOCIATION PLAYER
EDUCATION & CAREER ADVICE
265
226
33
186
141
Players
receiving
tutoring
Number of
tutoring
sessions
Players
receiving
career
planning
advice
Number of
career
planning
meetings
Players
receiving
education
advice
Number of
education
advice
meetings
AFL Pl ayers’ De velopment and Wellbeing Report 2010
9
Career Transition and Education
Fremantle draftees hit the books.
CAREER AND EDUCATION COUNSELLING SESSIONS:
BREAKDOWN BY PLAYER TYPE
Past Player 11.9%
Rookie 21.4%
Past Rookie 2%
Player 61.9%
Education & 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.
10
applications
Veteran
3
Rookie
23
Senior list
207
Past Rookie
30
Past
95
TOTAL
358
Computer Grants
Veteran 1.4%
Education & Training Grants
Player type
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.
AFL Pl ayers’ De velopment and Wellbeing Report 2010
The 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.
West Coast Indigenous draftees, Gerrick Weedon (left)
and Lewis Broome learning about the Next Goal program.
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 Placements
This 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.
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.
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
AFL Pl ayers’ De velopment and Wellbeing Report 2010
11
Career Transition and Education
AFL Players’ & Gaelic Players’
Transition Agreement
From left: Geelong’s Trent West, David Wojcinski, Cam Ling & Matt Egan
Next Coach Work Placements
Sporting Trade Skills
In 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 FC
Simon Goodwin – Assistant Coach,
Essendon FC
Steven King – Assistant Coach, St. Kilda FC
This 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.
“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
12
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.
In 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 Support
Every 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.
Retired & Delisted Career Paths
Work & Football 26%
Re drafted 6%
Work & Study 6%
Study 1%
Own Business 2%
Work, Study & Football 13%
Work 11%
Study & Football 8%
Unsure 6%
Travel 1%
Re rookied 15%
AFL Pl ayers’ De velopment and Wellbeing Report 2010
Coaching 4%
Former Kangaroos
and Carlton player
Mark Porter.
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
Education
& Support
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:
Carlton7
St Kilda
7
Collingwood7
Adelaide10
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 Education
This 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.
Financial Healthchecks
Independent Financial Advice and
Crisis Debt Management
AFL 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.
14
Managing my money seminars 2010
13
13
13
13
12
12
11
11
10
9
Number of players
Recently 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.
9
9
9
8
8
8
8
7
7
6
6
5
5
4
3
2
1
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
AFL Clubs Participating
AFL Pl ayers’ De velopment and Wellbeing Report 2010
13
Matti Clements
Wellbeing Services
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.
14
As part of the AFL Players’ Association
Wellbeing Program, a number of mandated
psychology workshops were held in 2010.
These included:
Gambling Education workshop
All 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 Education
Non-Victorian clubs participated in hourlong 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.
AFL PLAYERS’ ASSOCIATION WELLBEING WORKSHOPS 2010
- Number OF CLUBS
17
17
8
4
Gambling
Depression
AFL Pl ayers’ De velopment and Wellbeing Report 2010
Alcohol
Sleep
1
1
Club Issues
(Pilot)
Drug
awareness
education
(Pilot)
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 agreedupon strategies to minimise risk.
Sleep management workshop
The 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
Counselling Referrals
Reasons for referrals by players
referral reasons
Stress
Relationship
Anxiety/Depression
Relocation
Football Performance
Alcohol
Medical/Injury
Other Drugs
Critical Incident
Legal
Family/Children
Number of players
24
22
13
11
8
7
7
6
6
5
4
referral reasons
Gambling
Self-esteem
Financial
Grief/Loss
Medical/Health
Psychiatric
Self Management
Fatigue/Sleep
Medical
Conflict
Retirement/Delistment
Number of players
4
4
3
3
3
3
2
2
2
1
1
referrals by player status
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.
Rookie 17.9%
Primary List 69.5%
Past Player 11.6%
Past Rookie 1.1%
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.
In 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.
14
Number of players
Counselling Referrals
referrals by player’s age
16
10
9
8
7
7
6
6
6
3
2
2
2
2
31
32
33
34
1
19
20
21
22
23
24
25
26
27
28
29
30
Player’s age
AFL Players’ De velopment and Wellbeing Report 2010
15
Cultural
Diversity
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, coordinates a number of different programs
and external resources.
16
Education for Indigenous AFL Players
Since 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;
AFL Pl ayers’ De velopment and Wellbeing Report 2010
The All-Stars practice their war-cry during the
2011 AFL Players’ Association Indigenous Camp.
• 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 Camp
In 2000, the Players’ Association established
a biennial camp to bring together those
members identifying as Indigenous
100
90
Total number of AFL Players of Aboriginal and/or Torres Strait Islander Decent
(1901-Present)
2005
Present Increase in AFL
Indigenous Programs
throughout Australia
80
Number of players
70
1997
Reconciliation
Policy
60
50
40
30
20
1901
Australian
Federation
1995
Introduction of AFL
Rule 30: Racial &
Religious Vilification
1937
Assimilation
Policy
1905
WA Aborigines Act
Commencement of removal
of Aboriginal Children from
families by state authorities
(Stolen Generation)
1942 - mid 1990’s
Stolen Generation
WWII
10
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Year
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.
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 Cultural
Awareness Workshops
Indigenous Media Forum
The AFL Players’ Association also has a role
in educating the wider football community
about Indigenous culture.
In 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.
AFL Pl ayers’ De velopment and Wellbeing Report 2010
17
Past Players
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 Players
One 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
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 Clubs
Each 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
Brett Kirk.
significant benefits cover subsidies for
hospital excesses and hardship grants.
Hospital Excess Subsidies
In 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 Grants
To 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 player services come under four key pillars:
Health Support, Continuing Education, Financial Prosperity and Social Capital:
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
18
AFL Pl ayers’ De velopment and Wellbeing Report 2010
Next Steps
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.
Fixed Day-off arrangements
All 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 & Wellbeing
The 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.
Draftees at the 2011 AFL Players’
Association Induction Camp.
• 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.
AFL Pl ayers’ De velopment and Wellbeing Report 2010
19
Australian Football League Players’ Association
Sport House, Level 2, 375 Albert Road, Albert Park, Victoria 3206
T: 03 9926 1344 | F: 03 9926 1350
www.aflplayers.com.au