As momentum continues to gather regarding the expansion of the AFL from 16 to 18 clubs, the AFL Players’ Association is maintaining its close vigil on elements at the core of its basic philosophies – in particular the issue of player development.

With the two new clubs due to enter the competition in the same window as a fresh broadcast rights agreement and a new Collective Bargaining Agreement (CBA), the Association is in constant discussions with the AFL executive charged with the responsibility of setting up the franchises on the Gold Coast and in western Sydney.

www.aflpa.com.au speaks with General Manager – Operations of the AFLPA, Matt Finnis, and General Manager – Player Development, Steve Alessio and learns that the expansion of the code in the northern markets is as much an opportunity for the AFLPA as it is for the AFL.

Alessio was pleased to report the AFL had embraced the Association in ensuring the new clubs will set a benchmark in relation to player development and welfare.

“From a player development perspective it’s been refreshing to see the AFL has looked to include other stakeholders – i.e. the PA – in terms of sourcing the expertise in this area, and understanding that they’re probably more focused on industry and on-field development,” he explained. “They’ve been very open to what we’ve had to say around the player development and welfare part, and that will be good for the new entities to have what’s considered best practice in this area.

“In our area I think it’s an opportunity with two new teams to have a best practice model, and have that structure in place, and as a consequence have the other existing clubs in the AFL look to that model and want to either replicate it or better it for the benefit of the whole industry.”

The upshot of a first-class player development program for the new clubs couldn’t be highlighted enough by the former Essendon ruckman, who acknowledged the unique circumstances players at the 17th and 18th teams will find themselves in.

“The player development program with existing clubs, the emphasis is on guys having a balance outside of the game, understanding the need to develop outside the game, be engaged in activities outside of their football in order to maximise their own careers,” he said.

“Where it changes with these expansion clubs is we’ll have a greater percentage of younger guys who are going to need specialist attention, and the issue of relocation (for all the players) brings with it a number of issues in terms of housing, support structures for these players and making sure they’re taking the right steps early on in their career to set themselves up for a successful career. That’s going to be very important, especially knowing that early on they’ll probably be lacking a lot of older leadership.”

Before a club can have player development and welfare departments it needs players, and Finnis reiterated the AFLPA’s stance on what it sees as imperative for the assembling of competitive squads for the new clubs.

“You can’t rely upon the current system to quickly build a competitive list,” he said. “You need to make changes (to the system), because we’ve seen there’s been a dearth of trading activity over the last six or seven years.

“Clubs are reluctant to give up draft picks, so therefore if you’re trying to accelerate the list development process you need to be able to free up the broader labour market, and therefore we’d say this is also a unique opportunity to introduce free agency into the competition in a manner which perhaps provides these expansion clubs with preferential inducements.”

He pointed out free agency was only part of a broader foundation designed to make the playing lists for the Gold Coast and the second Sydney side as appealing as possible for when the clubs reach the start line.

A combination of priority draft selections and the trading of some of these draft picks for experienced players can be the bookends to a form of free agency.

“When you’re creating 90 new jobs over a couple of years, that’s good for young players coming into the system, but it also has some relevance for guys who are in the system already in terms of their ability to extend their careers,” Finnis explained. “Our sense is the players are very supportive of that and are looking forward to that, but it’s another thing altogether to then convince players to move from where they live, where their families might be and relocate to two new teams, and that obviously goes to the core of the challenge of setting up two new teams.

“The expansion teams will need experienced players at different levels. And while it’s important that those players are able to pursue their careers for the benefit of the new clubs, it’s also important that the existing clubs have the capacity to actually replace the players they lose in the event that an uncontracted player decides to relocate.”

Player movement is just one factor in why the AFLPA sees it as so significant for it to have a “strong voice” and “engage” the AFL over the expansion plans.

“We will be required to give our approval in relation to some aspects of the expansion process because it will cut across existing arrangements in the CBA, including when you create two new teams how will that affect the Total Player Payments pool, how it will affect the provision of the Retirement Fund, and then in terms of how you contract players,” Finnis said.

“The AFLPA also needs to consider how it provides and delivers services to its members nationally, so as all parts of the industry are considering the implications of expansion, the AFLPA is also undergoing a review as to how we make sure players all over the country are well placed to take advantage of the services that are available.”
Finnis said no one should lose sight of the opening the two new franchises would provide for all key parties within the AFL industry. “The biggest opportunity for the AFLPA is the same opportunity for the rest of the AFL, and that is to actually make an indent into these developing markets for a truly national competition and in the future reap the economic benefits which will flow from that.

“We’d hope that by having more teams – and games played – in the big cities on the eastern seaboard it will allow the game to grow and flourish and have more members and supporters and viewers and sponsors and broadcasters keen to be involved, so I think that’s the opportunity.”