Media Release from the AFL

The AFL has announced a restructure of Victorian football as part of building a stronger national organization designed to support and grow the game at all levels.

AFL CEO Andrew Demetriou said former Essendon chief executive Peter Jackson had been appointed executive chair of a new entity, AFL Victoria Ltd.,  to manage the AFL’s investment in the development of the game in Victoria. 

Under the restructure, the new entity will become directly aligned with the AFL.  Mr Demetriou said the restructure would allow the AFL to more effectively support the game in Victoria as it has with AFL Queensland and AFL NSW/ACT.

“Victoria is an engine room of Australian football and the AFL is committed to protecting and growing the game in the state,” he said. “As we embark on a strategic plan for the game towards 2016 we need to work even more closely with staff, community leagues and VFL clubs to maintain the game’s pre-eminent position in Victoria.”

In 2010 there were more than 230,000 people playing the game at over 1,000 community clubs across Victoria, and the TAC Cup competition delivered 44 players or 59 per cent of total players in the NAB AFL Draft

“The VFL competition also provides important links between the game at community and AFL level and we see it continuing to play a key role in ensuring the future success of football in Victoria,” Mr Demetriou said.

Mr Jackson will work with current chair Grant O’Riley and  AFL General Manager National & International Development, David Matthews, to oversee the changes.  Mr. O’Riley said he had been offered a position on the new board under Mr Jackson and believed the restructure was needed in the long term interests of the game in Victoria

“The board has been involved in working towards this outcome so that collaboration between all levels of football in Victoria becomes stronger. This restructure will allow the AFL to better manage its investment in Victorian football and make it even stronger for generations to come” he said.

The AFL will collaborate on all plans with all affiliate leagues and clubs along with state and regional staff to achieve seven core objectives. They are:

  1. Develop and support appropriate pathways for all segments from NAB AFL Auskick to open age that maximise participation.
  2. Support well managed leagues, clubs & school programs to motivate volunteers, umpires, coaches, teachers and sports trainers for all levels of Australian football to promote quality environments.
  3. 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.
  4. Collaborate on facility development  for the community football network of leagues and clubs
  5. Utilise Australian football as a vehicle to promote community engagement, education, leadership and employment initiatives, particularly in Indigenous and multicultural communities
  6. Build relationships with the community to develop fans of the game, the AFL Competition and AFL Clubs.
  7. Attract, develop and retain quality staff and develop a high performance culture in line with our values.

VFL clubs and community leagues have been briefed on the changes and further meetings will be held with them as soon as possible to discuss the structural transition and start work on the opportunities that lie ahead in 2011 and beyond.




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