2011 Accredited Agents Conference

AFL agents have been in the spotlight more than ever in 2011, but with record numbers seeking accreditation during this year’s induction window, the industry has never been in a better position.

Each year the AFL Players’ Association opens a window for prospective agents to apply for accreditation, and this year the response was overwhelming, with 37 hopefuls registering their interest during the month-long application period.

Of the 37 to sit the accreditation exams, which were held in Melbourne and some other capital cities, 21 were successful in achieving the 75 per cent pass rate necessary to be recognised as a fully accredited AFL Player Agent.

Following this, the annual Agents’ Conference was held in early July for all accredited agents, of which there are now over 75.

The two-day conference is our Association’s key annual event for the agents, and this year 70 of those with all levels of experience descended upon Etihad Stadium to hear a wide range of presentations on issues affecting the industry in 2011 and into the future.

The recent Agents’ Conference held in Melbourne brought together all accredited player agents who discussed a number of issues that affect their industry today. This year’s gathering was particularly important given the impending introduction of free agency and ongoing negotiations with the AFL of the new Collective Bargaining Agreement.

Player Relations Coordinator at the Players’ Association, Braden Stokes, said the conference was a great opportunity for new and also more seasoned agents to be updated with the latest industry information on a wide range of topics.

“The Agents Conference was an important opportunity for us to gather these key industry stakeholders in one room and ensure they stay up to date with any developments in their profession, as well as the future direction of the Association during a busy year,” Stokes said.

“Throughout the day presentations covered several topics such as the current state-of-play in Collective Bargaining Agreement negotiations and the potential impact for agents, an update on Agent Regulations and Code of Conduct, as well as information on Free Agency in the lead up to its introduction.”

As the number of accredited agents grows, our Association has been proactive in ensuring the quality of those professionals and the companies they represent are of the highest possible standard. The exam for this year’s applicants was updated with the bar being raised to ensure only the agent with the most requisite knowledgeable, passion and work ethic agents would be successful.

Perhaps the biggest change for all AFL Player Agents this year is the requirement introduced that they must undertake a certain level of professional development on an annual basis. As they re-apply for accreditation each year, agents must outline the professional development they have completed.

General Manager of Player Relations, Ian Prendergast, believes this additional requirement is important to guarantee agents remain at the forefront of the industry and continue to improve their own expertise.

Other programs and services provided by the Players’ Association throughout the year also assist with the agents’ progression, which ultimately improves the support they can offer to their players.

“Our objective is to ensure all agents maintain a baseline level of industry knowledge and development activities each year," said Prendergast.

Prendergast sees the large growth in applications as a positive as the number of listed players also expands: “For our members the competition between agents isn’t a bad thing as it ensures they can expect the highest level of service and keeps everyone on their toes.”

Given the events of earlier this year where one of the larger AFL player management companies changed hands, the agency industry continues to evolve in our game and the AFL Players’ Association is well positioned to ensure players have the best possible representation available to them.