Agents continue to produce the Goodes

AFL Players’ Association board member Adam Goodes knows the importance of a good agent to rely on. Having been with the same manager, Paul Connors, throughout his career, Goodes outlined the high premium he places on the player-agent relationship.

“Agents are a vital part to any player’s development. They assist greatly with various off-field issues, such as financial matters, and with young players being drafted from all over the country these days, agents are also essential to helping these guys settle in to entirely new cities and states,” said Goodes.

The vast growth of the AFL in recent years has led to more clubs, players, staff, and significantly more media coverage. Subsequently, the increased professionalism has led to players seeking more guidance now than ever. When not out on the park chasing the Sherrin, players like to know their off-field matters are in check, enabling focus to remain solely on the game.

As of next year, there will be over 800 players in the AFL system, and each and every one of them requires quality representation from accredited player agents. The AFL Players’ Association Agent Accreditation process ensures the standard of this representation remains high.

One of the key services the Association provides to its members is the provision of guidelines to ensure their managers are supplying the best possible service and advice to their clients. The Association’s close relationship with the player body on an everyday basis means they are well suited to oversee the accreditation process, and ensure that players are receiving optimum service from their agents. Around the world, various player associations are charged with this responsibility, such as the NBA, the NFL, and Australia’s rugby union as it too expands.

The Association regularly reviews and updates its player agent regulations, along with the corresponding code of conduct. The process is just another part of their ongoing evolution around agent regulation, as the all-inclusive role of an agent continues to grow. These crucial reviews are undertaken to ensure the standard of player representation mirrors the growing professionalism within the game.

Each year, usually in May, the Association invites prospective agents to apply for accreditation, where they must sit and pass a rigorous three-hour exam. This, among other measures, ensures only those at the top of their field are granted the status of an accredited AFL player agent.

Player Relations Coordinator Braden Stokes believes a thorough accreditation process for new agents is essential.

“The exam and induction process allows us to challenge potential player agents and thoroughly examine their knowledge and understanding of the key workplace instruments, such as the Collective Bargaining Agreement, AFL Player Rules and player Code of Conduct,” said Stokes.

AFL Players’ Assocation CEO Matt Finnis said this year had placed the Accreditation process under more scrutiny than ever before after the recent, after allegations against former accredited agent Ricky Nixon.

“Our Agent Accreditation process has certainly been in the spotlight more this year than ever before,” said Finnis.

“However, we feel this is a great opportunity for us to give the industry confidence that the process for Accreditation has never been more thorough and we are ensuring that the agents who represent our members are of the highest calibre and are equipped to provide the best level of service.”

For the 2011 season, there are 60 registered agents from 41 different companies, and the AFL Players’ Association Agent Accreditation Board has recently introduced a requirement for current managers to undertake a specific level of professional development annually. Each year as they re-apply for their accreditation status, agents must outline what professional development they have undertaken that year, outlining their efforts to remain at the forefront of the industry.

As well as providing general counsel and advice to all agents under its umbrella, the PA conducts professional development lectures and training sessions to increase the skill sets and knowledge base of their player agents.

In addition, an annual AFL Players’ Association Agents conference is held to update player agents on the general direction of the industry, among various other discussions.

This year’s July conference will focus on the ongoing negotiation of the next Collective Bargaining Agreement, and what it could mean for the ever-changing role of the AFL player agent.