History
From modest beginnings at its first official meeting at the Albert Park Boatshed in 1973, the AFL Players’ Association has steadily grown to become the unified, representative body that it is today. Following informal gatherings in several Melbourne pubs and in the homes of some players, the first years of the Association were a struggle not only to win the recognition of the VFL, but also the support of many players.
Essendon champion Geoff Pryor led the charge to challenge the status quo and eventually became the Association’s founding President. He was joined by Gareth Andrews (Geelong) and Des Meagher (Hawthorn) in establishing the Association (in its current format) in 1974. This was in an era when players were being asked to train more often than ever, while also working elsewhere full-time.
In its infancy, many players were hesitant to join and several clubs were not represented at all.
Working in Canberra and flying to Melbourne on weekends for games, Pryor had access to a number of politicians and spoke with the Federal Industrial Relations Minister, who released a media statement suggesting the VFL was wrong not to meet with the players, which led to the first meeting between the Association and the League.
“The meeting was essentially about our right to exist,” Pryor recounts. “We talked probably for about three quarters of an hour, saying ‘You will keep hearing from us and we want to keep hearing from you, because the relationship we want to establish is going to be a long-term one’.”
The rollercoaster relationship with league headquarters eventually led to official recognition and the vast majority of players became members of the Association. Today, every single player is part of the membership base.
As players began to take greater responsibility in their role and as media scrutiny and expectations of them grew, the Association advanced in standing and professionalism.
In 1979 the Association advertised for, and appointed three positions to head up the Association. They were Peter Allen (admin, marketing and public relations), Len Coysh (Industrial Relations) and Brian Roberts (legal).
At this stage, the only source of funding was from the $35 yearly membership fee.
In late 1980 the AFL withdrew recognition of the Players' Association, effectively leaving the players without a negotiating body.
In 1981 the Essendon vs Fitzroy Escort Cup pre-season match was threatened with strike action by the Players' Association over the non-recogniton of the Association by the VFL. The VFL halted the proposed strike by agreeing to once again recognise the Players' Association as the negotiatiing body for all players.
In 1984 the administration of the Association altered when Brian Roberts resigned. In 1985, Len Coysh also resigned leaving Peter Allen to lead the Association.
In 1990, the VFLPA changed its name to the AFL Players' Association and signed its first Collective Bargaining Agreement with the AFL. This was a timultuous time for the Association as it endeavoured to negotiate with the now AFL. The agreement was eventually finalised and called a Deed of Agreement.
In July 1992 the Association negotiated a new Collective Bargaining Agreement. This included a minimum salary of $7,500, minimum payments of $750 per senior game and $250 for reserves.
However when the AFL withdrew recognition of the Association in 1993, the players came together for an historic meeting at the Radisson Hotel in Melbourne, led by star Carlton ruckman Justin Madden. Though strike action was discussed and matters briefly went to the courts, the two parties were able to establish a new Collective Bargaining Agreement for the 1994 and1995 seasons.
Since that time players have stood united in expressing their solidarity and support for one another, and also the game.
In 1998 the Association underwent significant change. Justin Madden retired from football and Peter Mann (Fremantle) took over the Presidency. Peter Allen resigned as CEO after a 20 year involvement with the Association. Andrew Demetriou was appointed as the new Chief Executive Officer.
The new administration set about finding the views and wishes of players so that they could negotiate a new Collective Bargaining Agreement wit the AFL. The Players' developed a Statement of Purposes and objectives to assist with CBA negotiations. An Advisory Board of Industry leaders was also assembled to direct the Association into the future.
When Andrew Demetriou left the Players' to join the AFL, Dr Robert Kerr become CEO taking up the position in 2000. He had previously been the Executive Director of Player Development.
In 2004, Brendon Gale took over from Peter Mann as General Manager of Football and when later that year Rob Kerr announced his resignation it was Brendon who took over as CEO.
During this period there have been a number of players who have held the role of president since Pryor held the post in the first two years. In recent times Peter Bell, Joel Bowden, Brett Burton and Luke Power have been at the helm and continue to represent the players with great vigour.
Our Association has continued to evolve, just as the competition has, to a team of 800 footballers who remain loyal to our clubs, while also uniting for the common good of players.
In 2009, the Association made another change as Brendon Gale resigned and in September Matthew Finnis stepped into the role of CEO, having previously been the General Manager of Player Relations.
The Association continues to strive to represent the interests and welfare of all players not just within the course of each game, but in all aspects of a footballer’s life.
This quest to promote growth in each other and the profession has helped the game generate the huge following it has today. The struggle to ensure players are well looked after has ensured kids across the country continue to flock to Aussie rules in ever-increasing numbers.
